Paid and Organic Search, What?

Why You Should Use Paid Search in Concert with Organic SEO

If you’ve ever seen the Broadway musical “Oklahoma”, you might recall a song entitled “The Farmer and the Cowman Should Be Friends.” This can also be said for organic SEO and paid search, as the same regions of the page that are being sought after by each one of these can in fact work even better together!

For a long time these strategies have been thought of as either/or, but the smart marketer knows how to make this strategy work well for them. The number of ways in which SEO and PPC can help each other are many, and you should know this to make the best use of your marketing dollars.

5 reasons you should combine PPC and SEO

Get as much page one real estate as possible! – Obviously, having as many listings as possible on page one is the goal, and this can only help you dominate the traffic that this pages serves if your site is showing up all over the results. Not only that, this helps increase your brand authority.

Enhance brand exposure and solidify messaging – When your brand is seen often and in many ways, your brand is given a large dose of authority and exposure. The messaging you use in both your organic listings and paid ads can work in concert to give your brand a cohesive, unified message.

A net gain in total traffic – Many don’t take this approach as they feel it could cost them organic “free” traffic. Testing is showing that in most cases there is a net gain in traffic, as the overall presence on the page translates into more clicks. Plus, your PPC costs will obviously go down, as many will be clicking the organic results!

Enjoy increased conversions rates – Data is proving out that combining organic search with PPC can lead to your conversions rates soaring as much as 200%. This is from the combined effect of more clicks and increased authority. Nothing to sneeze at, right?

Better keyword performance – The combination of data form both paid and organic sources can lead to a goldmine of keyword intelligence, helping you in both campaigns.