Should You Use Paid Search with Organic SEO?

How Paid Search and Organic SEO can Work Together

If you’ve ever seen the Broadway musical “Oklahoma”, you might recall a song entitled “The Farmer and the Cowman Should Be Friends.” This can also be said for organic SEO and paid search, as the same regions of the page that are being sought after by each one of these can in fact work better together!

For a long time these strategies have been thought of as either/or, but the smart marketer can make this strategy work well for them. The number of ways in which SEO and PPC can help each other are many, and you should know this to make the best use of your marketing dollars.

5 reasons you should combine PPC and SEO

Get as much page one real estate as possible! Obviously, having as many listings as possible on page one is the goal, and this can only help you dominate the traffic this pages serves if your site is showing up all over the page. In addition to that, this helps increase your brand authority.

Build Brand exposure – The more times people come and see your brand so much the better for you. Additionally, your message is more likely to stay consistent and within your control when you are managing your entries on the paid as well as the organic side of things.

A Net Gain in total traffic – Many don’t take this approach as they feel it could cost them organic “free” traffic. Testing is showing that in most cases there is a net gain in traffic, as the overall presence on the page results in more clicks. In addition to that, your PPC costs will obviously go down, as some will be clicking the organic results!

Better conversion rates – One astonishing benefit to this is that companies who are employing this approach are finding their conversions rates soaring by as much as 200%. Evidently more clicks plus more authority equals better conversions. Who knew!

Improved keyword performance – The data gained from your page analytics and PPC campaigns are a most valuable tool for discerning keyword performance and opportunity. Be sure you use this data in both directions, to help optimize both!

Luke Harlan
Marketing Strategist

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