It is the final quarter of 2022, and the festive season is almost upon us. Many E-commerce retailers will be preparing for the busiest time of the year.
Don’t panic! if you haven’t started planning yet, here at SocialB we have some great suggestions to help you keep one step ahead of the Christmas competition.
In today’s blog, we will present four reasons why combining your SEO and PPC efforts will not only benefit you during the festive season but in the future too.
SEO is the process by which a website is improved to rank better in searches for targeted keywords or phrases.
Pay-per-click, or PPC, is a form of advertising that allows you to pay to have your website on the search engine result page (SERP) when someone types in a specific query. The SERP will display the ads you create to direct visitors to your site, and the fee you pay is based on whether people click your ad.
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Visibility
Utilising a joint approach of both SEO and PPC will offer better exposure and increase search visibility. This will boost traffic to your website and establish your brand’s presence against competitors.
Better Targeting and Testing
If you are unsure how a keyword will perform, PPC enables you to test new keywords, before committing time and resources to a longer-term SEO strategy.
You can also A/B test ad copy and landing pages, in the same way. PPC can give quicker insights into how a keyword, ad copy, or landing page will perform and can help you find your highest converting audience, which is especially important in the run-up to Christmas when competition is at its peak.
Also, having a strong landing page user experience pushes sites up the Google ranking by improving quality scores and as such, results in a cheaper cost per click.
Remarketing Opportunities
Remarketing allows you to stay in front of visitors after an initial touch via organic search and customise campaigns around their engagement with your site, capitalising on the audience you have built throughout the year.
With a united approach of SEO and PPC, you can reach earlier visitors and encourage them to complete a purchase, whereas without remarketing they may have forgotten about you completely.
Holistic Learnings and Insights
Finally, one way that SEO and PPC can work together for your benefit is to give you a large source of data for decision-making purposes. You can examine similar metrics from both your SEO and PPC campaigns, including:
• Clickthrough rate
• Bounce and exit rates
• Time on site
• Conversion rate
From this, you can determine which keywords are the most effective in generating sales, or which are sending visitors to your site that ultimately are least likely to make a purchase or become a lead. This will help you make smarter decisions about your marketing and future changes to your website.
It’s true that you can get this data from PPC or SEO separately. However, by using both PPC and SEO, you can get double the data, which helps you make an even smarter decision.
In conclusion, using a digital marketing strategy that combines both SEO and PPC is a great way to increase your visibility and authority on SERPs, help you optimise your targeting, appeal to your audience, and be more informed in your decision-making.
Are you looking for some guidance combining SEO and PPC into a marketing strategy that will drive results? SocialB can help! Our UK-based team exists to provide world-leading digital marketing and training nationally and internationally to suit you.
