Why You Need SEO & PPC in Your Marketing Plan
Web traffic is the core of any online platform, website, app or digital presence. When you increase your traffic along with the quality of the visitors, you are more likely to increase your website conversion and get that traffic to become paying customers!
Most of the businesses are limited to either (Organic search engine optimization - SEO) or (Paid search - PPC) for its online marketing strategies. Actually SEO and PPC both have its own pros and cons, however, the most effective way would be having them to work synergistically with your marketing plan. There are few ways to make a coordinated SEO and PPC strategy greater than the sum of its parts.
1. Reach Customers Outside of Your Physical Location
Let’s say you own the local industrial machinery company in Puchong, Malaysia. Some of your customers come from Singapore. For your SEO strategy, you would like to rank the website in both countries. However, Google said that it’ll now deliver search results relevant to your current location. Meaning that Google will rank your competitor with a matching physical location that higher than you. Your ranking organically outside of your physical location will becomes a challenge.
Feel upset on that? By using PPC strategy, targeting country centric keywords, you can reach your desired clientele. More importantly, by setting up your location targeting for both Malaysia and Singapore, your ads will show up to someone searching in Singapore, even if the search has no corresponding location keyword.
Therefore, combining local SEO is an important step that cannot be missed, but when using it in tandem with PPC, you will definitely reach all potential customers.
2. Don’t Put All Your Eggs in One Basket – Diversify
Since the past, diversifying marketing strategy has been widely applied in businesses, even for the traditional media. For example, use radio, television, magazines and print ads to reach target audience on branding awareness and other services. Somehow, they recognize that each channel has its own set of users.
Search Engine Marketing (SEM) relies on numerous third-party platforms such as Google Adwords, Facebook Ads, Twitter, Instagram and others. Although these channels provide an effective way to reach customers. However, the changes they make can have a significant impact on how you do business on the platform.
For example, Facebook announced a new update to the newsfeed on June 29, 2016. While the corporate organic reach has been steadily declining for years, this move has made newsfeed to be more focused on friends / families, significantly reducing the number of posts in the organization. If your main source of business is from Facebook organic posts, this change will definitely affect your business.
Using a combination of PPC and SEO means you are not relying only on a single marketing channel. Your business or marketing plan would then be able to cope with the changing features of marketing platforms and market trend easily.
3. SEO and PPC Target Different Sections of the Marketing Funnel
By using SEO, you can actually target these keywords that you want people in the research phase to find and visit your site. Based on data, about 81% of consumers study a product before buying it. It is done through search engines, reading reviews, reading product information, and accessing multiple online stores. By locating multiple parts of the funnel, the possibility of generating actions from the user can be increased.
With PPC, you have to focus on the people who will do the call (ie, filling out forms, calling your business, setting up appointments, purchasing items & etc.). You wouldn’t want people in the research phase click in and spend money on your ad if they are not ready to do one of them. In fact, we often add interrogative pronouns as negative keywords to our PPC campaigns.
4. Combine Long-Term (SEO) and Short-Term (PPC) strategies
In general, SEO is a long-term game for your business. You study market competition, build high authority and relevance, increase local citation links to local organic traffic and jobs. It ensures you to use the most relevant and high-traffic keywords in your meta data and index meta information to the search engines. This is not one time job and then call it to quit, especially if you want to rank well and for different marketing goals.
Meanwhile, PPC is a short-term basis, which can be used when first launching your website and your business. You set up a campaign and then you are able to compete with your competitors on the search engine within a few hours. There are several campaign features such as multiple a / b tests, which could provide you with the insights to improve your search engine optimization.