For many years agencies have been offering either PPC (pay Per Click) or SEO (search Engine Optimisation) but seldom the two disciplines as a package. This makes little sense because the two disciplines are very closely related.
If you are looking for integrated effective search marketing then start by getting to grips with the basics and understanding that paid and organic search should not live in separate silos.
PPC needs SEO skills in order to be effective
In order for your text PPC advert to get a good position at a competitive bid your page needs a high quality score. Google defines quality score like this; “quality Score is an estimate of how relevant your ads, keywords and landing page are to a person seeing your ad. Having a high Quality Score means that our systems think your ad, keyword and landing page are all relevant and useful to someone looking at your ad”.
So what this actually means is that you need to apply all of your SEO skills to the landing page (the page the advert links to) so you need relevant content, correct use of H (heading) tags and ensure that all of your page meta tags make sense and are correctly written.
Why SEO needs PPC
SEO does not deliver instant results, it can take many months for a new website to get a good position in organic search. So if you have spent money and time developing your new website and are expecting orders and enquiries to com flooding in then you might be disappointed.
If you are looking for instant traffic then the quickest way is by spending a small amount on pay per click PPC advertising. This can cost as little as you like – a few Pounds a day but will do two things: –
- It will generate instant traffic
- It will tell you what your most popular search terms are
You can then use your most popular search terms in your SEO which will improve your organic listings and generate you better quality traffic.
You can do all of this yourself or you can find experts who have and integrated approach to effective search marketing.