Enhancing the presence of a website on a search engine is vital for its growth. Amongst digital platforms trafficked the most, search engines and social media rank the highest because a good presence on these platforms guarantees greater reach.
There are two primary ways the presence of a website can be built on search engines- SEO and paid search.
SEO, as is well-established, involves setting up a website according to certain set guidelines to get traffic organically. It doesn’t involve professionals paying the platform any money. Organic traffic is highly valued because it comes at zero purchasing cost and usually brings genuinely interested people to the website.
Paid search, PPC, or SEM; each of these terms is slightly different from the other, but the core is essentially the same. Advertisers pay money to appear on specific search results that they feel would be queried by their target audience.
Both these techniques do the same thing – they increase the presence of websites on search engines. However, the manner in which this is accomplished is the main area of difference. In most cases, SEOs and paid search execs work separately.
In this article, we try and shed light on ways SEO and paid search can be used together.
Paid Search Data Complimenting SEO Content Strategy
Sometimes, finding a topic that has a lot of searches but less competition can be difficult. Most SEOs search for the high-volume low-competition combination all the time when searching for topics to write content. High volume promises more traffic and low competition makes sure that the time taken to rank the content is less.
Paid search data is a very good indicator of which keywords have less competition and high volume. The Google Ads platform gives good indications on this area of analysis. If a keyword has a seemingly high CPC, seemingly over Rs. 50-60, then the competition on the keyword may be too high to rank high organically. At the same time, a very low or unknown CPC suggests the competition is very low. If the volume is reasonably high, the keyword can be targeted.
Improving Presence on Important Keywords
Sometimes, a website getting a high rank on a popular keyword may also choose to take out a paid ad to enhance its presence even further. This move is largely strategic to get a greater share of traffic coming from a given keyword, both through paid and organic listings. When a popular keyword is competed for by only a few big competitors, this kind of practice is normal.
In Conclusion
In conclusion, we covered how SEO and paid search can be used together to enhance the search presence of a website.
About the Author -Rakshit Jadhav is a well-known marketer and blogger. He currently gives guest lectures at DelhiCourses.in. It is a training institute with a rich history spanning over a decade and is currently well-known for its digital marketing course in Delhi.