Loading ...Search engine optimisation and pay-per-click advertising are two very different streams of marketing, and yet they’re often mentioned in the same sentence. Partly this is because they are seen as two different ways of getting the same effect, namely, more traffic to your website. Partly, the two forms of marketing are mentioned together because they can work well together.
Not every search engine optimisation campaign will benefit from PPC, but it can be a good idea to look into how PPC can affect SEO. Knowing the differences between the two forms of marketing, and knowing how they can be used together, can be helpful in those times when your traffic rate really needs a boost.
The main point brought up in discussions about PPC and SEO is that PPC clearly outstrips SEO in terms of speed. There is no doubt that optimisation takes time. Sometimes, this is time that a website does not have. As many site owners put off their SEO until traffic rates force them to take action, the weeks between optimisation and results can be a significant drawback. A PPC campaign can often be the answer.
Many companies struggle with the downsides of PPC, namely money and long-term results. While PPC results are fairly predictable and come in handy in the short term, they aren’t around to support a site in the long term like SEO does. PPC can also be more expensive than optimisation, depending on the size of your site and the industry you are in.
One factor that is often overlooked is that while PPC is a good way to get precision results, it does nothing for the health of your site itself. One of the major benefits of undergoing SEO is that it achieves a general site clean-up, and can enhance your presence on the net in general. Talk to our experts at SEO Consult Australia about the side benefits of SEO.
Most companies tend to opt to use a combination of PPC and SEO as a part of their online strategy, and this can work well. In many ways, PPC and SEO complement each other. PPC can provide a quick boost to a site’s traffic while you wait for optimisation to take effect. Pay-per-click can also be handy at the start of an SEO campaign as a method of testing keywords. With the speediness of results for PPC, and the ability to change back and forth as you desire, keyword testing becomes a very rapid process with PPC. Some companies use the knowledge they gain about keywords in early PPC campaigns to boost their SEO, with some success.
That said, SEO is something that can and does stand on its own. The general feeling in the marketing industry about optimisation is that it’s a basic foundation from which other campaigns can be launched, if necessary. If optimisation is performed early enough, additional ad campaigns will be unnecessary. The main thing needed is patience. Plan well for your SEO, and it may be all you need.
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Tags: Keywords, Search Engine Optimisation, search engine optimisation campaign, SEO, SEO Consult
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