Edgar Higuerey
Sep 24, 21 | 10 min read
How to combine SEO and PPC in digital marketing
Reading time: 8 minutes
Implementing a quality Digital Marketing strategy is not so easy, but it can be quite simple to define the elements that make up a good plan.
In fact, the perfect summary is described in the steps of Inbound Marketing:
attraction;
conversion;
sale;
retention.
The first part involves very challenging work. Only a good traffic generation system can attract a good number of people with the profile you want to attract.
And there are several ways to generate qualified traffic to feed your sales funnel and make your marketing strategy a success. Among the most well-known are SEO and PPC.
But how do each of these options work? And south korea email list most importantly, which one is better? In this post, we'll show you everything you need to know to decide when it's best to use SEO or PPC to get the best results.
Shall we begin?
In this article you will see:
What is SEO?
What is PPC?
14 Relevant SEO and PPC Statistics You Should Consider
When is it best to use SEO in your digital strategy?
When is it best to use PPC in your digital strategy?
What is SEO?
The term SEO (which comes from the English "Search Engine Optimization") and means: search engine optimization .
In other words, it is a set of techniques that help make your website easier to find for Google and other search engines.
Let's say, for example, that you sell toys for children aged 3 to 5. When parents with children this age search for a product like yours on Google, what they'll see depends on your SEO work.
If you have a well-structured strategy, potential customers are likely to find your site. Otherwise, they will visit a competitor's page and purchase their products.
The same idea applies to both product pages, like the example above, and content pages, like blogs .
After all, part of the shopping journey involves doing a lot of research on the item before you even think about spending .
As you can see, despite the English name, the concept is simple. The practice is a bit more complex, because it involves several actions that only work well even when used together.
We can divide an SEO strategy into two parts: On and Off Page.
On-Page SEO is basically all the elements that you can keep under control, which means it's up to you to execute and see the results.
The good news is that on-page SEO represents the bulk of the strategy. Therefore, your chances of success depend mostly on your planning and execution, and much less on external factors.
And what would be Off Page SEO ? As the name suggests, it is the part of the work that involves elements outside the page and therefore beyond your absolute control. The best example of this is backlinks from other pages to your website.
Despite this, you can (and should) still plan your link building actions well to obtain backlinks, since they are very relevant for positioning.
What is PPC?
The term PPC also comes from English (Pay Per Click) and means "Pay per click". Out of context, the name may sound strange, but we are talking about a type of sponsored link.
Sponsored links are nothing more than text ads, the type found at the top of Google search pages.
Unlike SEO, which consists of organically positioning a page (without paying for ads) at the top of search engine results, sponsored links are a way of taking shortcuts.
Gone are the days when only search engines offered the opportunity to advertise with sponsored links. With the rise of social media , many platforms now offer this format of dissemination.
So where does PPC come into all this? Simple: it is one of the ways to pay for ads. In this form of payment, the advertiser pays for each click on the ad.
The idea is good because you only pay for those who are really interested in your message to the point of clicking. After that, it is your job to send the user to a landing page captivating enough to convert them .
