Advertising Strategies to influence SEO
In order to grow an online business, it is important to have a well-defined and well-built social media presence. Having such a presence requires effort as a lot of keyword research, strategizing and re-strategizing takes place for an eCommerce business to develop a strong online presence. Taking into consideration the fact that technology is continuously evolving and eCommerce strategies progress, it is important to continuously identify new strategies to adopt for effectiveness. It is also important to identify how current eCommerce approaches can complement each other.
Understanding SEO and PPC: Differences and Similarities
SEO and PPC advertising are two different approaches with a common goal, the goal of online visibility. Working separately, these two approaches produce results, however, if these two approaches are merged, they produce excellent results that help build a business’s online presence.
PPC advertising is a paid type of advertising in which advertisers pay for every click on their ads. SEO on the other hand is the process of organically improving listing pages in order to increase visibility and relevance of a listing page towards user queries. SEO is inclusive of various techniques such as content creation, technical optimization as well as link building that is designed to improve rankings in the Search Engine Results Pages (SERPs). One of the most evident effects of SEO is increased traffic which results in higher ranking.
In as much as the difference between PPC and SEO appears clear cut, these two approaches share common goals and strategies as both have the ultimate goal of driving traffic to your listings as well as generating conversions.
A key construct for both SEO and PPC advertising is keyword research. Keyword research plays a paramount role in both SEO and PPC advertising as you must identify relevant keywords in order to optimize content. Keywords that are relevant and also have a high search and sales volume are necessary for creating targeted ads that meet user search queries.
How PPC Advertising Influences SEO
PPC does not have a direct impact on SEO, however, it indirectly helps improve SEO for listings. In maximizing the use of PPC alongside SEO, you can achieve effective results. So how exactly does PPC advertising influence SEO?
1. Maximizing Real Estate in Search Results
PPC ads are a winner in that they appear at the top of search results, even above organic listings that are influenced by SEO efforts. In essence, this means that running PPC ads allows a business or brand to occupy more space in the SERPs. This helps increase overall visibility.
In displaying both PPC and organic ads, a brand or business gives a double exposure effect to the customer. The double exposure effect increases the probability of the customer clicking on the listing. Combining paid and organic listings is therefore beneficial for a brand or business as it contributes towards brand credibility and also prompts customers to engage with the business.
2. Discovering Valuable Organic SEO Keywords
A search term report is a useful tool for getting insight into the keywords driving sales and traffic to your listing. This data attained from a PPC perspective is both valuable and useful in helping create SEO strategies as well as in optimizing listings for better performance and results.
Through the analysis of well-performing keywords in PPC campaigns, a deeper understanding of customers’ search behavior is gained. Applying this information to SEO listings is ideal as it helps in targeting the right keywords which helps drive a higher volume of organic traffic which ultimately improves ranking.
3. Creating Brand Awareness and Trust
PPC advertising helps generate and increase brand awareness. Customers shopping similar products or categories in which your brands are sold in become aware of your brand and products even if they do not immediately make a purchase. The awareness of your brand or products can contribute to their decision-making process when they search for similar products or services in the future.
By constantly appearing in both PPC ads and organic listings, you can build trust and credibility with your audience. This helps in building brand awareness which in turn leads to higher click-through rates on organic listings, ultimately boosting your organic ranking.
Tracking and Measuring Performance
It is important to assess the extent to which PPC advertising efforts are impacting SEO. This can be done through a systematic process of tracking and measuring performance for both PPC ads and SEO listings. This can be done through A/B testing listings/Images and analyzing key metrics in PPC advertising.
Conclusion
In conclusion, advertising strategies have an effect on SEO. It is important to have an understanding of how advertising strategies impact SEO so as to refine the advertising efforts to complement the SEO efforts. It is also essential to track and measure both PPC advertising efforts and SEO efforts in order to inform strategies as well as make adjustments where necessary.
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