Why You Should Couple Paid Search with Your SEO Strategy

SEO Strategy

As an online distributer of free SEO Tools, we at LXRMarketplace pride ourselves on our wide range of free tools that provide users with the insights they need to improve their SEO. It sounds simple, but there is just so much engineering involved  so users can be provided with the specific information they request for each individual tool. We’ve talked about how our SEO Sitemap Builder Tool can spider your website and make a list of all page URL’s present within your sitemap. We’ve mentioned how our ROI Calculator can determine your ad-campaign profitability by just inputting the cost and revenue of your ad campaigns. And we’ve addressed how our SEO Penalty Checker can tell you if you’ve earned any Google penalties based off the latest Google Algorithm updates.  And we even have our own section for e-friendly applications which hold very similar functions of the standard tools, as well as PPC tools to assist you with your paid-search. We are proud to offer such an amazing Marketplace of tools, but we are even prouder to ensure you are equipped with all the tools you need to adequately compete in the digital marketing sphere. And sometimes, that requires that you dabble in paid-search to reach your goals.

We cannot stress enough the importance of SEO to your online success. Unlike paid-search, SEO is an “investment with a high return” according to Search Engine Land . You have the opportunity to improve your search-engine ranking by employing tactics which will attract more web visitors and ultimately generate more conversions if the landing pages are optimized well enough. Tactics include resubmitting sitemaps, identifying relevant keywords, finding broken links, and more. Even better, Google Analytics can be used to evaluate the impact these optimization tactics have on your website. For example, if you’ve recently made changes to the website’s front page, you can discern the influence those changes have made by comparing the page-views, bounce-rates, page sessions, and users before and after those changes were made. Simple. If you find that bounce-rates decreased and page-sessions increased, and number of users have stayed the same, you can conclude that your website change did not necessarily draw in more traffic, but held the interest longer of those users who did. And over time, generating more engagement could improve the value of your website in the eyes of search engines and ultimately improving your ranking as a result. So yes, the outcomes could be generous if you properly implement and monitor the optimization tactics at hand.

So now you’ve got it all under control. Your SEO tactics are driving more web visitors and you are generating revenue. Why should you even consider PPC? You are making money right? More of your users are converting right? You should now consider PPC because:

  1. You do not know how the market will change:

It’s not necessarily about choosing one over the other as much as finding that balance between the two. SEO (Search Engine Optimization) is contingent upon how search engines (like Google and Yahoo) perceive your website. Is the website generating web traffic? Is the content valuable? How is the quality of the inbound links? It maybe that you’re employing the right tactics at the right time. But just remember. We are in a competitive market where much larger brands are often perceived as more valuable because of how much money they invest in advertising their goods and services, so it’s certainly worth considering how your business will be affected if your larger competitors are outranking you based on factors, such as advertising spend, that you cannot necessarily control. Also, there is a greater risk of being penalized in SEO since Google is always creating new algorithmic updates to keep the most resourceful material high in search-engine rankings. So while there are many benefits to SEO, there are many detriments that could especially if all your trafficking is solely based on your search-engine ranking.

  1. There are ways to generate even more revenue that only paid-search can accomplish

As mentioned before, there are areas of SEO which are out of our control when it comes to competing against much larger big-name brands. For one thing, they just have more money to generate the kinds of awareness that would attract many users to their websites…which in turn will skyrocket their search-engine ranking.  However, with Paid Search, particularly with Google AdWords, there is the opportunity to control this to extent; well that is, if you decide to pay. This is a crucial factor because without paying, you run the chance of losing out on bids that if won, will trigger your ads once relevant search queries are made. And yes, this could be disadvantageous if you consider how much money is invested even in paid-search by larger brands. But you must remember payment is not all that determines if you will win a bid. Your Quality Score, which consists of CTR, relevance, and landing page does impact whether or not you will win a bid, even if a competitor has invested more money. For this reason, it’s important that you work on optimizing these elements of your AdWords account so you can increase the chances that your ad will show even if larger name competitors have more money to invest in paid search than you. The outcome is worth the effort.

So here it is! The reasons to consider paid-search along with your SEO. This is important to understand because without truly knowing how and where each tactic will benefit you, you can lose the chance of generating revenue in areas you never thought existed. But it takes careful evaluation of each tactic and consideration into whether PPC, SEO or a combination of both will accomplish the individual goals you have in mind. If your goal is to generate more web traffic than what Google currently allows because of your ranking, you can start considering how Google AdWords can help you generate more revenue. If your goal is to invest with a high return, then SEO maybe the best route for you. For whatever tactic or combination of tactics you choose, choosing the method that will best suit your goal is the key to success. You just have to discern what those goals are and how you plan to accomplish them.

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