Almost all search engine marketing strategies includes SEO and or Pay-per-click in it
. While, SEO and PPC are different approaches to the optimization process, savvy internet marketers know there is a value in using the two of them together. When integrated properly they function very well together. One strategy could be to have your PPC campaign used to improve and inform your SEO campaign. While, your SEO campaign captures traffic and builds the momentum. Developing keywords is a very important step to both campaigns. Its better to perform a quality keyword search in the preliminary stages instead of aiming for the most competitive words at the very beginning of this process. This will allow you to look for possible overlooked keywords that could provide you with better ranking abilities and possibly cost you less money in the end. In some previous studies it has been shown that the integration process has a reinforcing affect on both campaigns. Except on brand inquires where cannibalization is likely to occur leaving you paying for PPC where it should have been free. There are 3 basic points when integrating SEO and PPC together and they are:
1.Use of PPC keywords to inform the organic content and optimization strategy. Use organic referral data to inform the creation and optimization of new PPC ad groups.
2.Leverage PPC ad copies in organic snippet text to optimize click-through rates. Much easier to test what's working in paid campaigns, which always put relevant messaging and a call-to-action forward, than to iterate and refine in organic placements.
3.More visibility is better. A bigger footprint in search wins
With SEO return on investments is much higher then PPC. About 80% of all internet searches are going strait to the organic section of the page making it so more traffic directed to your website. Unlike PPC where you have a budget, SEO gives you unlimited clicks. SEO also increases brand awareness, targeted customers and limited bounce backs. Organic search results are seen as more credible and results will not disappear if budget decreases. PPC allows you to test different strategies and keywords to see what works best for the business and then take what theyve learned and implement it into their SEO strategy. PPC is much more scalable and allows for quick adjustment in the strategies, but SEO is much better in the long run, offers much higher ROI and it is own v. rent.