SEO or Search engine optimization is related to the improvement process of the website to enhance its visibility more when users search for the relevant products and services related to the website in search engines. For the crawling of the pages on the web, search engines such as Google, Bing, Yahoo use bots, going from site to site, information collecting about pages, and organizing them in an index.
The SEO algorithms analyze pages in the index and rank them based on various parameters for the determining of the pages to appear in the search results for a query. The search bots estimate the website or web page searchers are looking for.
The algorithms of search surface relevant authoritative pages and offers users coherent search expertise. Optimizing the content and site helps companies’ pages to rank higher in the search results.
Importance of SEO for Marketing
- With more business engagement online, SEO becomes the fundamental part of digital marketing as users conduct trillions of searches annually. The commercial intent buyers use the internet for product and service information.
- Greater page visibility and higher ranking in search results than the competition could have a material impact on the company’s bottom line.
- It is pocket-friendly rather than other marketing techniques. In beginning, the website optimization requires a little cost to get them ranking well in the organic search results but once the process is done and the site is ranked then one has credibility. 91% of Google users research only the websites links present on the first page and 50% don’t go further than the first three results on the first page.
- More than 3.5 billion searches are done on Google each day, bringing lots of opportunities to present the brand in front of potential customers.
PPC and How It Works?
Pay-per-click is an advertising model that presents on the internet that gets paid off each time a user clicks on the online ads. Different campaigns adopt different PPC ads and the most common type is the paid search ad. The pay-per-click charges only when the user clicks on the ads.
PPC is a broad category comprising a wide variety of platforms and mediums.
Google Ads
Google Ads charges as per the required list of ads the company wants at the top and right of the organic search listings. Google ads are like a subscription, when a company pays for the subscription the campaign would run but as soon as the entire budget has been depleted, the running ads would be ceased until the funds get replenished. There are different Google PPC Ads types, Search Ads, Local Search Ads, Display Ads, and Remarketing.
Social PPC Ads
The Paid Social Ads offers unmatched audience refinement. Facebook, Instagram, Twitter, LinkedIn, etc are some social media platforms out of which Facebook is the giant source as it has more than 1.55 billion monthly active users and as well as on Instagram. For the B2B based company, LinkedIn becomes the power booster channel as it gets around 20% more clicks. LinkedIn has the feature through which users can choose their audience, company segmentation, job titles, skills, demographics. It also gets Sponsored Content options.
Importance of PPC for Digital Marketing
- Once the PPC account is set up and the keywords selection applies to the company, ads would appear on the first page of the search results.
- The ads appear on the platforms depending on the budget, keyword competition, and ad ranks.
- PPC ads have the feature to customize the audience. Ads can be controlled based on geography, language, time of day, and interests that the company wants to target.
- PPC ads can get a stable ranking if it has targeted the relevant keywords, strong content, and fulfilled the connection to a keyword-rich web page.
Paid Search or Organic Search: Which is Better for B2B?
For the B2B technology companies, SEO is a better strategy in the long run but PPC works as the bridging the gap for the website content to get rank on the search engines. Companies have to be patient to get a better ROI by ranking organically especially for the B2B lead generation in the long run and must rely on the B2B SEO.
To rank on the search results, nobody can guarantee how much time it would take to get on the top so for effective results your website must have a balance between the organic and paid strategies that would deduct the cost per lead in the long run and eventually reduce the company reliance on PPC for lead generation.
Use Organic Search if…
- The marketing budget of the company is low.
- Building brand authority is your will.
- Seeking long-term ROI at the maximum level.
- Want to reach the audience at the diverse levels of the sales funnel through content creation.
Use Paid Search if…
- The company is seeking quick results.
- The company’s product is novel or the first of its kind.
- Offering time-sensitive services or products, like New Year Holiday Sale.
- Want to navigate the audience to a sales or landing page
Click here to read more about paid and organic search.
Combining SEO and PPC to Work Together
If the company has both types of marketing, then instead of choosing one between the organic or paid, the compact of both the strategies would also work for the company. Wanna know how?
- Re-targeting ads creation
Sometimes, prospects go through all the buying processes but checkout without buying it leaving the product in the cart. A company gets details of these customers. Companies can re-target ads to prompt these visitors, bringing them back to make the purchase.
- Promoting website content with social media ads
Maintaining the ranking of the content organically, promoting it on social media would give it a quick boost. By doing this, acquiring essential backlinks would be easy that would boost the rankings.
- Improve SEO strategy by collecting ads data
One of the best qualities of PPC campaigns are is that it grants access to lots of data that are useful for the company such as keyword search volumes, keywords that competitors are bidding for, the highest conversion rate, and so on. Through this data collection, companies can do better SEO strategies.