The question you might ask when embarking on a quest to get your website represented in the search engines is: PPC or SEO?
SEO promises non-paid for natural traffic from the original natural listing of the search engine. PPC offers precise marketing tools that can be fine tuned to conversions.
The answer is both. SEO and PPC complement each other well in a number of ways. GoldLadder are specialists in search marketing and know first-hand the great results that comes from a campaign leveraging both methods. We define it as the 5 R’s:
Reinforcement Good representation in both organic and paid areas of the search engine results page (SERP) sends a powerful brand message to the user, and drives up click through rates on PPC, which allows for better quality score potential.
Reliability Optimisation offers a long-term solution of steady sales around your cornerstone products. PPC can reach out immediately to capture hungry searchers, such as late travel deals, hot prices or finance rates.
Redundancy Search engines are free to re-arrange their organic ranking criteria anytime they like. Depend only on SEO for your sales, and one day these could dry up if you slip back a few pages. Likewise, PPC can experience sudden shifts in prices and positions – your ad may struggle to appear against new competition with deep pockets. Only both methods give you a degree of protection.
Relevancy A good SEO campaign optimises with the visitor in mind. Pages are designed to clearly display the content a user has searched for. Search engine algorithms are designed to award rankings based on how well the end product pleases it’s users. Likewise, PPC now has many of these formulas built into the quality score algorithm which influences the price you pay per click. So effectively SEO has lowered the cost of PPC if part of an integrated plan
ROI Finally, both types of visitors convert well into sales or leads from a landing page that gives them what they want. This form of conversion-based optimisation is often overlooked, but it makes sense for both PPC and SEO to maximise the sales from all available traffic. This gives a financial target for your campaign in terms of a cost per conversion.
Please contact us to find out how we can provide a solution based around PPC and SEO for a greater return on investment.
