How to Combine SEO & PPC for More Powerful Results

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Are SEO and PPC different things? Is one related to the other? How do they act when combined? A lot of people find SEO and PPC completely different things while in reality, they both are the components that help you increase your search volume.

The two techniques, SEO and PPC, once combined work better and yield powerful results. Digital marketing is a booming industry with emerging trends dynamically altering every day. While forming your strategies it is wise to incorporate SEO and PPC for better results.

SEO – is the investment worth it?

Search Engine Optimization makes use of techniques and practices, which helps you rank your website better in search engines. Once your ranking is better you can attract a mass amount of audience towards your website. Multiple factors take part in the ranking of your website.
To rank better you have to keep up with the dynamically changing algorithms. Multiple factors include unique and unplagiarized content, relevancy, keywords and other settings that make your website relevant.
To rank better you need to build strategies and carefully monitor your traffic sources as well as the reasons why a customer/ user does not stay on your website for long. SEO helps you monitor user behavior, which in turn helps you improve the strategies that you currently lack.
Software Development services usually provide SEO services as well based on the on-going competition. SEO helps your website in various ways including:
Credibility: SEO increases your credibility as when a website is ranked on search engines organically it is much more trustworthy than ads. Users mostly ignore paid ads, as the reliability factor is low.
Visibility: SEO helps increase your visibility amongst your audience, which helps in brand awareness as well. This can increase your brand's link with searches and hence a strong position.
Traffic: Increased traffic means more audience landing on your website and that can increase your chance to spread awareness about your product/services or business.

PPC – Why do you need it? 

Pay per click known as PPC is also a technique that helps with the better ranking of websites on search engines. The way PPC differs from SEO is that PPC is paid while SEO is organic. PPC is also used to attract masses towards your website using paid ads. PPC helps you fill the gap that SEO can create and yield powerful results. The results can be analyzed in a short time depending on how much you are ready to invest in.
 PPC helps your website in various ways including:
Advertisements: PPC is you paid ad marketing through which you can cover various aspects of your business such as: what, where and how of your business.
Top position: Google ranks paid ads on the top of the page, no matter if the user scrolls it down it still passes through his eye.
Controlled budget: While you spend on ads you can still set your budget as determined by how much are you willing to pay for it.
Customized targeting: Through PPC you can target specific customers defined by various filters such as gender, geographical location, age, hobbies, languages, etc.
SEO and PPC combined
Following are ways you can follow to yield better results with SEO and PPC combined:


It is important to do your keyword research properly when you are planning to rank better on search engines. If you run campaigns for keywords using both organic and paid techniques, it will enhance the output with better results. Use information on both organic and PPC results to determine conversion rates and formulate your strategies accordingly.

Use Site Search for Ads

Determine the keywords that are being searched by users with the help of site search and use them for PPC campaigns. These findings are valuable and can help you to improve your standing.
Social Media

One of the most common ways to reach masses is through social media. Using social media platforms like Facebook, Instagram, etc. you can cap your audience and filter it by showing your ads only to the specific targeted audience. The data collected by social media insights can be useful to determine your next course of action.
Recycle information through PPC

Analyze your impact through PPC ads to determine which titles, tags, and keywords have better conversion rates and implement those in your organic strategies for SEO as well. PPC ads can be used to test the results and hence a better strategy can be followed for organic searches as well.
Get your potential customers back on the website 

Just because your website is ranked better doesn't mean the job is done, often customers change their mind while being on your website for various reasons. The reasons might include them thinking they can come back later, or that the other websites might offer better products.
To bring your customer back to your website, ads can help them remember where they left your website and highly likely it will attract them back to your website.
According to some stats, average users spend around 300 minutes a week on online shopping which means once a user is gone from your website there is very little chance of them to get back to your website.

Final thoughts:

Some of the new marketers still treat PPC and SEO as separate techniques and choose either one of those. While if you strategically combine the two techniques the impact comes out to be much stronger. While SEO focuses on organic techniques, which is essential and important for the rankings, PPC can give an important analysis that you can use to improve the overall strategy.
As you run both paid and organic techniques, there is more data on hand to analyses, interpret and formulate. That way there is more information and in-depth, details based on consumer behavior that you can further use to improve. It also helps you identify your strengths and weaknesses. Every day the practices are dynamically evolving so it is really important to keep up with those changes.

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