How to combine SEO and PPC in your online marketing strategy

If you’re a new business owner and are trying to work out the best ways to market your brand online, you might have come across a few terms you’re not familiar with if this isn’t your area of expertise.

You can usually work out what a term like content marketing or social advertising means, as they’re pretty self-explanatory. But when acronyms come into the mix, things can get a little more confusing. If all the talk of SEO, PPC, CMS and B2B leaves you wanting a G’n’T, don’t panic – we’re going to clear a few of these up for you.

Here, we’re going to focus on how SEO (that’s search engine optimisation) and PPC (pay-per-click) can complement each other perfectly as part of an online marketing strategy. We’ll leave the others for now, but CMS stands for content management system and B2B is business to business – we’re sure you already know what G’n’T is …

What exactly is SEO?

Giving thought to SEO is essential if you want your marketing strategy to generate long-term results. It’s all about optimising the content – whether it’s written, visual or in video form – on your website to improve its chances of ranking more highly in Google results.

This could consist of making sure that keywords are well placed in content so that Google is more likely to pick it up, or ensuring that all images used are accompanied by an optimised caption so that they appear in search results too.

Understanding PPC

PPC is more about gaining short-term results from your brand’s marketing tactics. PPC is a form of advertising that is basically a way of buying visits to your website. Every time someone clicks on your advert, your company will be required to pay a fee.

However, you will have won visitors to your website, so you need to make sure the page they land on captures their attention and draws them into the next stage of your strategy so you get a good return on investment on your PPC spend.

For example, you might want them to contact you or to click through to buy a product or service – make this clear with your call to action, which is sometimes referred to by another acronym, CTA.

How SEO and PPC can complement each other

You can use SEO to boost your PPC advertising. By making sure that a PPC ad has been well-optimised, you could help to ensure that it is seen by a greater number of people due to it appearing more highly in Google’s rankings.

SEO should also play an important role when you’re creating the landing page that the PPC advert leads to. When users click through the ad, they need to be greeted by a well-optimised page, or they are unlikely to reach the next step of your intended customer journey.

There’s a lot to get your head around when it comes to marketing your brand online, so take the time to understand the different terms involved and you’ll soon be feeling a lot more confident.

Please feel free to get in touch with us for more information and free advice.

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