Pay per click advertising and Search Engine Optimization are two sides of the same coin and that coin is Search Engine Marketing. An advertiser can either opt for only PPC or he/she can opt for only SEO. But most of the road runners prefer to choose SEM, which includes an amalgamation of both SEO and PPC. Search Engine Marketing basically refers to techniques which are used to improve search engine visibility. Search Engines can drive a very large amount of traffic into sites and that too naturally. PPC and SEO are completely two different techniques of driving traffic. However, considering all such factors, both PPC and SEO help each other mutually. Let’s find out how.
SEO help to PPC
Few of you might think how SEO can help in PPC Advertising. Well, here’s your answer. A current PPC advertiser will know about quality score of ads. Quality score is an important determinant to find the actual cost per click that you will be paying. Quality score is a method with which Google rank advertisements. High Qualityt Score (QS) will result in a lower cost per click of ads. You can save a considerable amount of money if you are able to increase your quality score in the eyes of search engine crawlers.
Quality score is very broad topic but for this post we will highlight only on some important points which determines quality score of ads.
- Click through Rate of Ads: Click through rate is the number of times your ad gets a click divided by the number of times it is displayed. If only 1 out of 100 viewers click on your ad, then Google will think “This is not what my searchers are looking for” and hence will assign you a low quality score.
- Relevancy of Ad Text: The text under your advertisement should be related to the offered products and services. More relevant your text is, the more quality score you get.
- Relevancy of keywords: The keywords for which you want to get ranked should complement your products and services. The users should click on the ads as soon as they enter the keywords in search box and hit Enter.
- Quality of the Landing Page: The landing page of your advertisement should be able to convert your visitor into your customer. Search engines examine the quality of the landing page with great detail.
Here are some of the ways in which SEO can help in improving your quality score, thereby lowering actual cost per click.
i. Keyword Relevancy:
SEO is all about creating search engine friendly and most importantly user friendly websites. A website should enhance user’s experience. Google maintains its reputation by displaying relevant and related websites for specific inputted keywords. Unique and useful keyword containing content, not only increase your website’s SEO but it also increases the relevancy of your site’s keywords. Improvement of keyword relevancy means increase of quality score.
ii. User friendly URL:
When you SEO your website, you modify the destination URL in your adverts. This modification helps to increase your quality score, in one way or the other.
iii. Landing Page Modification:
Certain Search Engine Optimization Techniques help in increasing the quality score. To know more about Quality Score and to determine it, click on Google Quality Score.
PPC help to SEO
PPC helps SEO in a number of ways. The main benefit of PPC over SEO (its ability to produce quick results) allows it to help SEO. Let’s take a look at how PPC helps SEO.
i. Keyword Researching:
Keyword Research is the most effective advantage of PPC over SEO. When you are launching or making use of a PPC campaign, you come across a lot of useful data that you can implement in your SEO campaign. An important constituent of such data is the new keywords that you have discovered. Advertisers can quickly test the effectiveness of new keywords with their PPC campaign and then they can implement those filtered and effective keywords in their SEO campaign. Finding proper and correct keywords for SEO may take a long time. You can start off your SEO campaign in the right direction with a bagful of correct, effective and tested keywords.
ii. High tailed keywords:
PPC advertising is all about converting traffic to customers. Advertisers always want highly targeted and focused traffic, which means implementation of long tailed keywords. They keywords have low search volume, but the traffic from them is highly targeted. PPC can be an excellent way to test new long tailed keywords which you can use in your SEO crusade.
Compare two or more ads to see which one gets more clicks from the audience. Find the most optimum ad that is highly relevant to your target audience. Make effective and continuous changes to find the best ad that can give you customers. Once you have split tested your ads, you will be in a better position to make good and attractive changes in your SEO pages.
iv. Effective Landing Pages:
Google helps you to create effective landing page. Similar to keywords, you can split test your landing page to find the most and effective one. The landing page that converts more visitors is obviously more effective so you can use the format of this page to influence how you structure the rest of your site. For example, you might discover that having a sign-up box in the middle of the page is more effective than off to one side. You can split test your landing page with Google Website Optimizer.
PPC and SEO go hand in hand with a similar target of getting more traffic and more customers.
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