Although search engine optimisation (SEO) and pay-per-click (PPC) are two separate marketing tactics and require different approaches and strategies, they can complement one another for the success of the whole business. It is common knowledge that in today’s day and age when someone wants to know more about something, they will Google it. This means that you want your business website to be found near the top of the search engine results page. There are essentially two ways to generate search engine traffic: SEO and PPC. Here are some reasons as to why you should consider using both SEO and PPC simultaneously.

Earn greater visibility by dominating the SERPs…

When we use search engines such as Google, two kinds of results show up: Google AdWords ads (PPC) and organic search results driven by SEO. AdWords are paid advertising and are shown on the margins of the result page, while the organic list is placed in the middle. By combining both SEO and PPC, your brand can appear on both the organic and paid spots. This strategy will help your business dominate the SERPs by allocating less room for competitors.

Gain stronger intelligence through shared data…

Simultaneously running organic SEO campaigns and paid PPC campaigns enables you to analyse double the data. This allows a business to determine which organic and paid keywords have the highest conversion rate, and that information can then be used to make the most effective overall strategy.

Gain greater social media visibility…

The social media landscape is a dynamic and ever-changing landscape and the arrival of highly targeted advertising opportunities has greatly benefited marketeers. Sites such as Facebook, LinkedIn and YouTube can deliver ads targeted to incredibly specific groups of people. Using Facebook user profile information, it’s possible to show an ad only to 22 year olds living on the Gold Coast who are interested in surfing and motorcycles. It may be a small group, but it’s precise. The data that you collect from these campaigns may uncover granular details about your target audience, and help refine your overall SEO strategy.