Did you know Google alone processes over 8.5 billion searches per day and search advertising makes around 42% of digital marketing revenue each year, globally? These statistics reaffirm SEO and paid search as the two most powerful tools in the marketer’s arsenal.
However, if you want to make your business thrive in the world of digital marketing, it is crucial to stay ahead of the curve. In this blog, you will explore what is paid search vs SEO and how combining SEO and paid search engine optimization can lead to enhanced results and marketing efficiencies.
So, let’s get into it!
Paid search vs SEO
SEO refers to a long-range approach to building quality, full-funnel visitors. It works steadily to position your brand on the top in SERP. On the other hand, PPC acts as the last stage step by utilizing insights gathered during the journey to tap users towards conversion.
How do SEO & Paid Search Work Better Together?
Dominating the SERP
Having organic search results and ads can help you take up more space on the SERP with rich features, including quick answers, featured snippets, map packs, People Also Ask, and more. However, both organic search results and ads will help to dominate the SERP while pushing your competitors down that page.
Saving Money with Keyword Synchronization
Optimizing content for organic search results can also enhance its relevance for PPC, which can lead to better ROI by decreasing the cost. PPC search engine optimization has access to quick feedback for keyword performance.
You can share these high-performing paid search keywords with SEO to help optimize the target pages to improve the overall visibility and organic rankings.
If all goes well and organic performance improves for those keywords, that information can be shared with paid search, who can then scale the ad campaign accordingly for maximum efficiency.
Remarketing
Unique visitors and session data are two key performance indicators (KPI) for organic search. There is a correlation between the likelihood of conversions and returning visits as compared to new visitors.
SEO does not allow you to bring new visitors back if those initial new visits do not turn into conversions. It is possible in the case of paid SEO as it allows you to target those visitors for remarketing.
Targeted ads help to convert the users who have already shown interest in your site, visited, or taken action resulting in a higher clickthrough rate.
Improved Page Speed
Google counts the mobile speed score of a website as a ranking factor, and SEO encourages site owners to improve their website’s speed and page load times. While this isn’t the case of paid search it gets affected by this.
Although SEO focuses on effective on-page optimization and content strategies, it also works to improve the efficiency and technical aspects of a site, including page speed metrics.
Using reports and tools provided by Google, like Core Web Vitals, the SEO paid team can work with the development team to make technical changes such as improving page load times that also positively affect the performance of paid search campaigns.
Stay Ahead of the Algorithm
Organic search requires constant adaptation due to the evolving nature of Google’s frequent algorithm updates.
PPC budgets can be adjusted to mitigate sudden shifts in organic keyword rankings and capture clicks on high-value keywords temporarily, ensuring consistent visibility on the Search Engine Results Page (SERP).
Build Quality Audiences
Integration of Google Ads and Google Analytics helps you to create specific audiences based on user behaviors. This segmentation allows you to personalize ads, ensuring that both paid and organic efforts resonate with the target audience at the right place and time.
Optimise Ad Spend
Improved SEO efforts provide room to adjust paid spend on keywords. This flexibility is particularly useful for adapting to new business priorities and changing consumer preferences.
Conclusion
In conclusion, the synergy between SEO and paid advertising is undeniable. By combining both strategies, businesses can optimize budgets, maximize their online visibility, and adapt to the ever-changing digital landscape.
Investing in both SEO and PPC, helps businesses to thrive in the competitive digital marketplace. So, if you are looking for SEO and paid search experts, Hashe agency can help.
We are a trusted name in the world of digital marketing, whether you need SEO experts, content marketers, or paid ad experts we are here to help. Don’t wait to reach out to us for more details.