PPC and SEO Advice From Digital Marketing Agency

When speaking with SEO services in Santa Rosa, clients often approach their search engine optimization and pay-per-click marketing strategies separately. There is an assumption that SEO and PPC marketing are somehow disjointed marketing efforts, despite each pertaining to inbound marketing efforts. Separating these integral strategies can result in inefficiencies and confusion. Therefore, it is best to take a combined or holistic approach.



Differentiating Between SEO and PPC

While combining each strategy into one cohesive inbound marketing plan, it is necessary to observe the key differences, the distinct purposes of PPC and SEO marketing. At face value, PPC is a paid strategy, and SEO is an organic tactic.

As the name implies, PPC is a marketing effort that requires businesses to pay a fee every time a user clicks on their ads. A PPC company in Santa Rosa will work on many ad types, including:

• Search advertising 
• Social media advertising 
• Display advertising 
• Google shopping 
• Remarketing 
• Sequential remarketing 

SEO focuses on unpaid channels, particularly organic search results. There are many techniques included in SEO marketing, including:

• On-page SEO (keyword research, content creation, etc.) 
• Off-site SEO (backlinks, authority and reputation strategies, etc.) 
• Technical SEO (Crawlability, mobile-friendliness, security, speed, indexing, etc.) 

Acknowledging the Relationship Between SEO and PPC

SEO services in Santa Rosa recommend combining SEO and PPC for aggressive, high-growth marketing strategies. The tactics can help balance each other, creating a more cohesive and inclusive digital campaign. While it is common to view both PPC and SEO in isolation, a business will not receive maximum returns with singled-out approaches. Combining the efforts of PPC and SEO can show improved results across the board:

• Web traffic 
• Click-through rates 
• Conversions 

Reviewing the Benefits of a Combined Digital Marketing Effort

Any experienced and qualified SEO and PPC company in Santa Rosa can attest to the benefits of a combined digital marketing strategy. While there are merits to using one or the other, the combination allows for improved analytics and performance. Over the years, many digital marketing experts have compiled a list of the seven unique benefits of a combined PPC and SEO marketing strategy.

1. Insight

One of the primary benefits SEO services in Santa Rosa recognized in combined strategies is the creation of shard insights. Companies can gain a comprehensive overview of campaign performances through cross-channel reporting, allowing for targeted reuse and marketing corrections. Essentially, combining SEO and PPC permits more targeted campaign analytics and performance reviews.

2. Visibility

Combining SEO and PPC marketing techniques essentially doubles, or at least increases, brand presence on SERPs. The presence of paid ads in local listings essentially means your website is present twice under the same search term. With the integration of more SEO tactics, it is possible to increase brand presence through organic rankings.

3. Optimization

Using insights from PPC and SEO performance, a business can improve the effects of its landing pages. The better the user experience on your site, the better your page rankings in the SERPs. Analytics is one of the ultimate prizes in web design, and using a combined strategy ensures you have numerous metrics to review.

4. Brand Loyalty

Combining digital marketing efforts under the roof of one SEO and PPC company in Santa Rosa makes it possible to improve brand loyalty. The elimination of competing SEO and PPC teams means your digital marketing efforts present a more unified front, making it easier to overtake top listings and ensuring a more cohesive user experience.

5. Cost Efficiency

Combining digital marketing strategies ultimately allows for a more cost-effective approach to campaign design. While PPC is effective, it can become expensive, especially when targeting high-value or essential but low-converting keywords. With communication between PPC and SEO strategists, it is possible to reduce the overall costs by switching to organic SEO practices when it makes sense.

6. Brand Recognition

As any SEO and PPC company in Santa Rosa will explain, higher page rankings instill a higher level of confidence in a brand. Consumers want to see brands they love repeatedly appearing in the SERPs. Companies that appear in paid ads and the below organic listings show consumers they are an authority on the topic.

7. Keyword Strategy

PPC marketing allows for keyword testing. SEO or organic marketing requires a lot of effort and patience. Combining PPC with SEO makes it possible to figure out which keywords are the best performers before investing hundreds of person-hours into content creation for SEO. PPC allows for A/B testing, which assists in the building out of landing pages.

It is common for small and large businesses to view digital marketing strategies in isolation. Still, the power of these techniques, primarily SEO and PPC, is in their combination. Thankfully, you do not need to figure out how to combine strategies on your own. You can reach out to PPC and SEO services in Santa Rosa for more information by contacting Fitz Designz.