Many people look at search advertising and SEO as two separate marketing strategies. And, while they do yield different results and can help you reach different goals, there are many ways that your search advertising and SEO efforts can complement each other and lead to a more successful strategy online. Here are three ways using search advertising and SEO can enhance your digital marketing.
1. Increase Brand Awareness
Combining search advertising and SEO provides extra exposure on the search engine results pages (SERPs), which can increase brand awareness. Even if you rank in the top spot in organic SERPs, a PPC ad at the top of the page can improve traffic by 50%. If you’re dominating both the organic and paid search results page, then your website traffic is more likely to increase.
Additionally, SEO is a long-term strategy, and it can take a little time before you start to notice your efforts paying off. So, running a paid search campaign while you’re building up your organic presence can help you see more immediate results as your ad can show while you’re working to make search engines love your website.
2. Provide Insights to Help You Improve Campaigns
The data you get from your search advertising and SEO campaigns can be analyzed and applied to other aspects of your digital marketing. Through your search advertising campaigns, you can check which keywords and text ads have the highest conversion rate and use that information to improve your SEO strategy. You can also see which keywords or phrases are bringing in the most organic visits, and use those insights to refine your PPC ads. For example, if you’re a mechanic and notice that “Tire Repair Dallas” is your top-performing organic keyword phrase, you can run search advertising campaigns around that portion of your business to attract both paid and organic traffic.
3. Help You Target the Right People & Try New Things
The data you collect from your PPC and SEO campaigns can also help you uncover details about your target audience, which can help you launch an even more integrated strategy to boost your brand and reputation online. It also gives you the flexibility to try new things. Since search advertising often yields quicker results, it can be a good way to test out a new target area to see if you can draw in customers from a different location. From there, you can implement the strategy into your SEO campaign.
A combined search advertising and SEO strategy can help you in many areas of your online marketing. To learn more about how using multiple digital marketing strategies can help you improve your online presence and see more results, visit ReachLocal’s website.
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