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What Makes SEO and PPC Important For Your Business?

MikeMedia May 9, 2021

So you think that SEO is all about keywords, and PPC is just advertising? Think again. With an integrated strategy made up of both these strategies, companies can optimize their presence to the best reach possible when it comes to search engines like Google or Bing.  As a business owner, you have to make sure your marketing initiatives are maximizing the impact of your budget and resources. The good news is that there’s plenty of overlap between SEO and PPC strategies – combining these two can be easy as pie! Here at Ascend Digital, we’re looking to help businesses create successful strategies.  

Where to Start

We believe that the combination of SEO and PPC is what will work for your business. We provide a holistic approach to marketing, which includes taking into account every aspect of digital media from social networking sites like Facebook or Twitter all the way down to optimizing one’s website through Web design techniques such as making sure it can be read by search engine crawlers so they rank higher on SERPs (search engine results pages).  

But what are SEO and PPC?

Search engine optimization is the process to increase a search engine’s rank of your site, with the use of targeted keywords and high-quality content. The core components are:
  • Technical SEO: Technical SEO refers to the aspects of your website that have a direct effect on how search engines index and crawl it. Some people argue that this is an example of on-page SEO but t technical SEO also includes things like site speed optimization, structured data, canonicalization, and reflang, among other things.
  • On-Page SEO: On-page SEO includes factors like site accessibility, page speed, and content optimized for keywords so that you are highly visible on a variety of searches – whether they be based on location or subject matter.
  • Off-Page SEO: Off-page SEO focuses on increasing the authority of your domain through the act of getting links from other websites. The “Domain Authority” score determines how authoritative your website is in comparison to other websites. To see your ranking, type your domain name here.
On the other hand, PPC is a marketing tactic in which companies only pay for advertisements when users click on a link to their landing page. It is the website owner’s responsibility to make this strategy successful by generating related traffic that converts.

What are the goals for PPC and SEO in Roofing Business?

PPC and SEO are two different strategies that both have the same goal of increasing your company’s viewership. For smaller businesses, it can be tricky to combine these approaches effectively because they require a lot more time than one person has at their disposal. But why should these two tactics be combined in the first place? Even when advertisers appear as the first organic result for a keyword, Google found that 50% of the clicks on their ads were not replaced by clicks on organic results when the ads were not present. So, if you turn up as both an ad and the first organic search result for a question, you’ll get twice as many clicks and conversions. SEO and PPC activities complement each other in a variety of ways, resulting in a more efficient search strategy for your business. Consider some of these ways that make well-coordinated SEO and PPC strategy the perfect fit for your online business presence.
  1. Increased Visibility – The most obvious advantage of merging SEO and PPC efforts is increased visibility in search engine results pages (SERPs). When a search word ranks first, clients are tempted to reduce their PPC efforts. However, keep in mind that the top two or three results on most SERPs are PPC advertisements.
  2. More Keyword Data – Running organic and PPC campaigns at the same time gives you double the data to evaluate.
  3. Understanding Customer Needs – PPC advertising’s primary aim is to determine which keywords your consumers use to find your product or service.
  4. Combat Negative Publicity – Someone will sometimes say something derogatory about your business on purpose. It happens, and when it does, a combination of PPC and SEO efforts will help mitigate the harm. The theory is the same as the first item on this list: visibility. If you have influence over the SEO and PPC results for a specific word, you can better guide the conversation.

The Ideal Methodology

Digital marketing can be a gamble as there is no ideal methodology, but if you follow these tips, your chances of success will increase. Always keep in mind the user experience and focus on all aspects of digital marketing rather than just one aspect; this way you’ll have better odds at maintaining long-term growth for your website. 

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