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How PPC & SEO Compliment Each Other

Posted on May 8, 2012 

Are you making the most out of your online advertising dollars? If you are focusing entirely on either SEO or pay Per Click advertising (PPC), then you probably are not. These two are not mutually exclusive. In fact, they work best when combined.

When you have a successful Seattle SEO Campaign and also have some Adwords ads out there, you can have your link above the fold several times. What does this do? It increases your traffic, because it helps build trust with the average Internet user.

When someone is searching for a Seattle area business that offers what you offer, and they see not only organic search engine results, but also the sponsored links, they are more apt to click on your link over your competitors. Your presence is simply more visible.

Just how effective is the integration of PPC and SEO? Take a look at this chart:

As it shows, sites that used both SEO and PPC campaigns received over 90 percent more clicks. Interestingly, these clicks still seem to come primarily from the organic links, not the PPC links. In a case study involving one of our clients, for example, only 12 percent of the increase in traffic came from PPC links. This means that there was a minimal increase in the budgeted amount spent on online advertising when adding PPC Campaigns, yet a tremendous increase in clicks.

Not only that, but orders and actions both increased by close to 45 percent. That is substantial for online marketers. If you are not using PPC in conjunction with your organic results, you are losing out on nearly half of all possible orders you could be getting online. In another study, companies that had both SEO and PPC links that appeared simultaneously saw an increase in profits between 4.5 and 6.2 percent.

As you work to position your Seattle area business as the area leader in your industry, you must take advantage of every possible online marketing option. If you are focusing all of your efforts on building an SEO campaign, you could be missing out on substantial profits from Pay Per Click. By using both, you will be in the best possible position to maximize your ROI on your online marketing efforts.

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