Two halves of the same search strategy
The two major components of search marketing are pay-per-click advertising and search engine optimisation. For instant traffic we use PPC, whereas SEO is an unpaid method of increasing the visibility of your brand. For successful marketing we need to combine both to increase conversions.
Brand visibility
The advantage of combining SEO and PPC is increased visibility on the search results page. As organic results improve, the client can reduce PPC budget. Organic and paid results together greatly increase traffic and give the impression of an established presence in the market.
Share keyword data
Running both programmes gives us data on which keywords have the highest conversion rate, and that information improves the overall marketing strategy of the brand.
Integrate ecommerce feeds into ad results
Integrating an ecommerce feed into paid results is an excellent technique to generate sales and understand consumer needs. When people search for a specific product, shopping listings link straight to product pages with descriptions and reviews — boosting both sales and online presence.
Use site search data to find PPC keywords
The goal of PPC is to figure out which keywords customers use to find a product or service. Analysing your own site-search data reveals the language and search habits of real buyers.
Used together, SEO and PPC increase sales, return on investment and brand visibility. Each has advantages and limits that a search manager should weigh when promoting a brand.
