Getting your website to the top of the SERP has become increasingly difficult in the last year. Google has been tweaking the algorithm so much that it’s become a science to get noticed.
The algorithm change has necessitated strategists to have a plan that combines SEO and PPC models. So far, the changes to the search engine business have proven to be an impediment to these models shining fully. SEO and PPC campaigns are not the only ways to promote your brand online.
We’ll explain why this is happening and what your company can do to improve its marketing ROI.
- Achieving perfection is impossible
- How does SEO work?
- How does PPC work?
- SEO + PPC = Win!
Achieving perfection is impossible
This is best understood by looking at the results in the browser. The factors combining the numbers number in the hundreds, further complicating the calculation. The way to the top of the query has to be obscure, otherwise it would be easy to reach the top page.
The importance of winning the SERP race creates this problem for us. Marketers must adapt to the platform that makes them visible, not the other way around.
How does SEO work?
Businesses enter this marketing model to quickly succeed, but that can be a mistake. To get to the top of the page, you have to run a marathon. One way to speed up the process is to quickly advertise keywords and analyze which ones generate the most traffic.
The goal of SEO is to drive traffic, not sales. It’s all about the click, not the buck. That’s why SEO is so difficult in 2018. The game has become more difficult for the SEO to achieve the goal while decreasing conversion effectiveness.
How does PPC work?
PPC refers to the rate at which your visitors turn their visits into profits. While SEO sets the stage, PPC strikes the final blow. In reality, even if your content is more than representative, your conversion rates will suffer.
2% visitor to buyer conversion rates may seem low, but it’s actually very good. Still, 98 percent of our visitors leave nothing in the checkout. Reasons for this vary. Remember that not everyone comes to shop.
Basically, buying a click campaign isn’t a good idea without SEO-friendly content. Never been to a marketed event you couldn’t find? Thus, SEO should already be implemented to ensure your business is visible and well presented for incoming clicks.
SEO + PPC = Win!
Getting the right traffic to your site and maximizing your conversion points requires combining the methods mentioned in the headline. Combining data from both strategies reveals numbers directly related to consumer tendencies, intentions, and geo-location.
Companies like in have been able to modify keyword strategies to optimize the phrases used according to the target audience, geographic location, or time of year (holidays, seasons, etc.).
With new issues like Net Neutrality, the SERP path is likely to become more complex. However, most online marketers will have to adapt as they have in the past. Those who navigate the turbulence will profit as usual.