SEO vs. PPC: Which Should You Use?


While the individual benefits of using either approach are well-documented, combining SEO and PPC is the optimal approach for maximizing your results. Digital marketing campaigns are amplified when managers leverage best practices in SEO and PPC. By reaching out to the right customers at the right time, brands can empower them with the right message.

PPC is an ideal strategy when it comes to short-term results that are focused on lead generation. SEO may widely be considered as the perfect approach when it comes to brand-building and inbound marketing. Both strategies need to be executed in collaboration with one another, to gain scale-driven advantages.

Advantages of using SEO and PPC

When thinking about SEO and PPC, it’s important to start with the basics. SEO is one of the premier ways through which companies can grow their presence organically while answering key customer queries. It’s also a positive way to show authority in a certain domain so that you’re able to build an asset long-term. It’s a practice that pays off dividends as you grow further.

PPC is also a long-term activity but can provide significant impact on the shorter term as well. Companies can use PPC to get leads quickly, as they’re scaling up their B2B or B2C business. From product launches to seasonal sales, various activities can be supported with the help of PPC tools.

By using both SEO and PPC, brands can enhance the benefits gained from using either individually. This is the best way to maximize the impact of their investment while reaching out to customers at scale.

SEO and PPC as channels

Brand managers need to focus on leveraging SEO and PPC as channels of marketing execution. The execution of the core strategy should be based on how well it is delivered through both PPC and SEO. This is when a truly integrated campaign can be developed, which is then supported by both SEO and PPC, among other channels.

Brand managers need to develop a consistent campaign across all digital marketing channels. Whether that be SEO or PPC, it’s important to have a consistent voice and tonality in your communication. For seasonal or segmental campaigns, smaller campaigns can be developed in both SEO and PPC. For larger format strategies, SEO and PPC can come together to boost your online presence.

Leveraging a consistent message is key as well. It’s not such as which area managers need to focus on. Success is ultimately delivered when companies maximize their efforts through a consistent message across social media, PR, SEO, and PPC. Consistent and targeted messaging is the best way to engage with customers long-term.

Leveraging the right tools

It’s important to work with the right tools so that you’re able to maximize your results. The right tools for SEO and PPC include areas that allow you to perform preliminary research, competitive analysis, and technical capabilities. Technology leaders, such as linkgraph have an extensive suite of solutions that can help you achieve your digital marketing goals.

Clients can also outsource their technical practices to agencies that work with sophisticated tools. This allows clients to focus on what they do best, while letting the experts focus on the technical side. When it comes to SEO, key areas such as link building, content development, and keyword research can be enabled by technology.

PPC can also be enhanced with the help of technology, by working with keyword tools, customer segment analyzers, and A/B testing tools. Companies can also leverage AI and Machine Learning to uncover new insights within their campaigns. These can also enable companies to gain nuanced advantages when it comes to a competitive industry.

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