SEO and PPC are two of the most important online marketing tools available to your business. SEO (also known as search engine optimisation) allows you to build up your business’s online visibility through the tactical deployment of keywords, link-building and other techniques that are designed to make your website attractive to search engines’ algorithms. In contrast, PPC (also known as pay per click advertising) is a way of rapidly generating consumer interest through paid adverts, which can appear in the ‘sponsored links’ section of the SERPs or on other, more established websites.
However, many businesses treat their SEO and PPC campaigns as separate projects, which undermines their effectiveness. Here at Beyond Everything, we’d like to provide you with some insight into why it’s important to harmonise and coordinate your SEO and PPC campaigns… and how to do it.
Firstly, it’s important to understand that your business’s online presence is a crucial component of your brand identity. If your PPC ads present one brand identity while your SEO campaign builds another, you may confuse prospective customers, causing them to abandon your site or your business. Alternatively, your SEO efforts and PPC efforts may attract two completely different demographics, at least one of which isn’t well-suited to your products or services. However, by harmonising your PPC and SEO efforts so that they form a single, cohesive campaign, you can create a strong, consumer-friendly brand identity and attract the right customer-base for your business.
There are a wide variety of ways to harmonise your SEO and PPC efforts. For example, it is usually advisable to use the same core keywords in each campaigns in order to attract the same type of customer with both. You should also ensure that your PPC adverts’ colour scheme and graphics match those on your website (which can keep users on your site once they arrive and are therefore crucial to search engine optimisation). You should also include the same brand messages in your PPC and your on-site content. These techniques will help to create a cohesive brand.
Here at Beyond Everything, we offer both SEO services and PPC services. As such, we are perfectly placed to help you create coherent PPC and SEO campaigns that work together seamlessly. If you want to maximise the effectiveness of your SEO and PPC campaign, contact us as soon as possible.