There’s a song in the Broadway musical “Oklahoma” called “The Farmer and the Cowman Should Be Friends.” The same holds true in search engine marketing, where that same real estate that is vied for by both paid and organic marketing can definitely work together for their common good.
There are some subtle differences to be sure in their implementation, but also enough similarities to make this a strategy you’ll want to embrace. The ability of SEO to drive large numbers of searchers, along with the precision targeting afforded by PPC can work in synergy to produce an overall better performance.
5 reasons you should combine PPC and SEO
Gobble up page one real estate
The more listings you can create on Page One of Google, the greater chance you’ll have of dominating the traffic for that search term. The more times your brand is seen for that term, the more authority you will have.
Enhance brand exposure and solidify messaging
When your brand is seen frequently and in many ways, your brand is given a large dose of authority and exposure. The messaging you employ in both your organic listings and paid ads can work in concert to give your brand a cohesive, unified message.
More total traffic
While it’s possible that your paid ads can rob some of your organic clicks from the page, research is showing that overall there is a net gain when you occupy both paid and organic spots on a page. Not only that, by having multiple spots on the page, your PPC costs will be less.
Better conversion rates
One astonishing benefit to this is that companies who are employing this approach are finding their conversions rates soaring by as much as 200%. Apparently more clicks plus more authority equals better conversions. Who knew!
Better keyword performance
The combination of data form both paid and organic sources can result in a goldmine of keyword intelligence, helping you in both campaigns.