Using PPC when ranking naturally with SEO
Ranking highly through SEO should be a priority for all website owners. At the very least a website should undergo on-page optimisation so that it has the potential to rank. Even when ranking naturally there is significant value in using PPC. A good PPC manager will build your PPC campaign taking into account the terms your website already ranks well for naturally.
If your website already ranks highly using SEO you should consider the following questions
- For which terms does your website rank on the front page of search?
- Do these terms generate traffic for your website?
- Is this the right kind of traffic with visitors who are ready to buy?
Essentially your website may have front page listings, but these have to be for the terms that your customers are looking for. Remember very few searchers will look for your business by name.
It is difficult for a website to rank well for all the terms a potential buyer might use. This is one of the key advantages of PPC over SEO. You can choose exactly for which terms your ads will appear. You could have one keyword or thousands. As part of its management service Optimised Media undertakes competitive research which will show you exactly which terms your PPC campaign should target and how much this would cost.
By using a combination of SEO and PPC it is possible to appear multiple times in search results. This not only increases the chances of attracting the sale but also builds credibility in the site. Dominating search results builds upon the perceived value of your site.
If your website appears on the front page naturally with competitors using PPC to appear on the same page, these competitors will be poaching at least some of your potential customers. By not using PPC you might be saving money on marketing but losing sales. The behaviour of searchers is difficult to predict and with 90% not going beyond the first page, the more visible you site, the better.