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 of these can in fact work even better together!
For too long these strategies have been thought of as either/or, but the sharp marketer knows how to 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 in order to make the best use of your marketing dollars.
Let's take a look at 5 reasons to combine PPC and Organic SEO
Get as much page one real estate as possible! - Obviously, having as many listings as you can on page one is the goal, and this can only help you dominate the traffic that this pages serves if your site is showing up all over the page. Not only that, this helps increase your brand authority.
Build brand exposure - The more times people come and see your brand the better for you. Moreover, your message is more likely to stay consistent and within your control if you are managing your entries on the paid along with 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 however that in most every case there is a net gain in traffic, as the overall presence on the page results in more clicks. Not only that, your PPC costs will obviously go down, as many will be clicking the organic results!
Better conversion rates - One astonishing benefit to this is that companies who are employing this approach are discovering their conversions rates soaring by as much as 200%. Evidently more clicks plus more authority equals better conversions. Who knew!
Better keyword performance - The combination of data form both paid and organic sources can lead to a goldmine of keyword intelligence, helping you in both campaigns.
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