Search engine optimization experts offer a bouquet of integrated services with the objective of achieving high rankings in search results for their customers.
It is usual to break up services into organic search engine optimization, which itself has further sub-categories and search engine marketing or pay per click campaigns. SEM and PPC are kept separate from organic SEO and may be implemented separately.
One reason is that SEO is a money spinner for SEO experts while PPC gets them little revenue and imposes additional cost on their customers. However, for best results, SEO and PPC need to work in tandem. Parallel implementations could result in better outcomes.
SEO and PPC are two sides of a coin
SEO and PPC are two sides of the same coin, not the competing technologies.
Jin Yu of Search Engine Land said that the two are not either/or strategies but are intricately linked together for overall impact on search engine result rankings.
This factor is leveraged by SEO Company Toronto based to deliver results that customers expect.
PPC can provide 50% of clicks
Purists of SEO argue that the best way to get traffic is through organic growth but a Google study showcased at Search Engine Land shows that in the initial stages it is PPC that actually drives traffic, contributing as much as 50%.
It takes time for SEO strategies to show results so, a two pronged approach is best: PPC for immediacy and SEO for long-term.
PPC has even more benefits when allied with SEO
SEO is based on use of keywords and phrase matches. PPC gives immediate results on the use of keywords that SEO experts can weave into their long term strategy of content creation and back link generation.
Conversely, content creation provides more landing pages for PPC by knowing which web pages have a better quality score and knowing what content is effective through SEO can influence better PPC strategies.
Customers like it
Customers like it when they get immediate results and the fact that results are from SEO as well as PPC.
A newly launched company, for example, may have to wait six months or more before they get meaningful traffic. If the SEO expert simultaneously implements PPC, his client receives inquiries from day one, leading to better revenue generation.
This can induce the client to spend more on SEO and PPC since it comes out of earnings.
Domination of search results
Some prominent people argue convincingly that using the two together can help a client company dominate the search engine result page. PPC appearing on the margins can reinforce listings.
Better keywords targeting opportunities
According to Search Engine Land, if both PPC and SEO strategies are based on Google analytics, it becomes easier to manage and derive more insightful, actionable information. One can develop better keywords based on analytics of PPC can feed SEO and vice-versa. It could also help reduce the outlay on keyword bidding if SEO and PPC strategies are combined. PPC derived keyword insights can be used by SEOs to direct web developers to create specific pages where traffic can land and be converted.
That, after all, is what the client desires and if synergizing SEO and PPC works, well, why not?