It seems to me speaking to a lot of webmasters and search optimizers, that often the people who are likely to use SEO are not likely to use PPC. Partly of course this is down to budget, and many people will use SEO simply because it’s free to do themselves, or cheaper to outsource in terms of long term ROI.
However many people it seems also fail to recognize the value of PPC as an additional tool to use in the struggle to dominate the SERPs. The belief among many here is that PPC is a ‘quick fix’ for people who don’t understand SEO, or who only want to bring in the gullible traffic that actually clicks adverts.
But that is to do PPC a big discredit – and actually there are many different ways you can use PPC – both on its own, and as an aid to enhance the effectiveness of your SEO. Here we will look at why search optimizers shouldn’t ignore Google’s advertising options.
Getting to the top of the SERPs naturally takes a lot of hard work and it’s tricky to know with certainty whether it’s actually worth investing the time for certain keywords. Just because a search term is popular you see, that doesn’t mean it will necessarily be financially your best option – if the traffic isn’t particularly relevant to your topic for instance then they’ll be less likely to click on your ads or stay on your site.
Using AdWords on the other hand will enable you to get your site to the top of the SERPs immediately so that you can test the value of each different keyword. Compare a few different terms using SEO, and then use the information you gather to decide which terms to target with your SEO.
Dominating the SERPs
It takes a certain kind of person to click on the sponsored links when they do a search, but likewise it also takes a certain kind of person to skip them. Using PPC and SEO however is one of the only ways you can get both these groups to your site, and by having two links near the top of your chosen pages you’ll be much more likely to get a higher proportion of the traffic on that page.
Remarketing means using AdWords in order to target specifically the traffic that has already been to your site. This means leaving cookies on the users’ computers, and then choosing the advertising you want to show them accordingly. For instance then, if someone had been to your website shopping for hats, then you could use remarketing in order to bring up advertising pointing directly at your hat pages and so on.
This then means that you can use your traditional SEO techniques to reel in the interest, but then use remarketing and AdWords in order to bring them back again and show them the most relevant content. This one-two punch can be a great way to increase the quality of the traffic you get from AdWords (and so avoid wasting clicks), but also to create repeat visitors and remind traffic to return to your site.
This post was contributed by George Kent from PenTech Consulting. It is a company that deals in SEO, link building and web design in CT. You can know more about the company and their services by visiting their website.