A lot of home remodeling businesses approach SEO and PPC as two completely separate strategies. Yes, they are different. However, it’s much better to look at them as two sides of the same coin. They both have the ability to drive more traffic to your website, however PPC works to get quick results, while SEO a slower process, with the benefit of being an investment in your business’ online presence that will last many years into the future. The key is in knowing how SEO and PPC can work together so that you can get more traffic and increase your conversion rates. Today, we’ll teach you to do just that!
Before we dive into how you can combine these two, we need to make sure you understand all the basics.
What is SEO?
Search engine optimization (SEO), as the name suggests, is all about optimizing your site for search engines. The more optimized your site is, the higher it will rank on the search result pages (SERPs).
And one of the critical factors for SEO is the keywords. If you want to rank well, you’ll need to find relevant phrases for your niche and place them strategically throughout your website. You should use them on your landing pages, blog posts, and even the home page. Then, when users type in queries that you rank for, Google will display your website in their search results.
Of course, much more goes into SEO than just keywords, but we don’t have space here to talk about it all. So if you want to learn more, we advise you to look at our SEO tips for 2022.
What is PPC?
Pay-Per-Click advertising, or PPC, is the advertising you see at the top of the search pages on Google and all over social media. The name pay-per-click comes from the fact that you only pay for each click you get. Hence, if no one clicks on your ad, you won’t have to pay anything.
Most companies see PPC ads as an affordable way to broaden their reach and get to new customers. However, depending on your industry, the cost to bid on specific words and phrases will differ. In essence, the more competition there is for the keyword you want to use, the more you’ll have to pay to advertise for it.
Do PPC and SEO affect each other?
If you’re new to the game, you may have noticed that anything you do on your site will affect your SEO and, therefore, your ranking. For example, if you pack your landing page with uncompressed images and videos, it might make it load slow. Of course, this can impact your position, and you’ll drop a few places on the SERPs.
However, things are a bit different when it comes to SEO and PPC. Your ads won’t affect your ranking, and your ranking won’t make your ads run any better or worse.
That said, if you learn how SEO and PPC can work together, you can use that knowledge to make your overall home remodeling marketing plans better. Here’s everything you need to know to do it.
What Are 4 Ways That SEO and PPC Can Work Together in 2024?
1.) SEO + PPC = Means More Online Presence
Simply put, the better your SEO score is, the higher your chances of ranking on the first page are. If you do everything by the book, you may even end up among the top three results for the keywords that you’re vying for for your home remodeling business, which will bring you plenty of organic traffic.
And if you invest in PPC ads for the same keyphrase on top of it, you’ll ensure that your website dominates the results page. As a result, people will see more of your links, so they’re more likely to click on one of them. Furthermore, even if they don’t end up on your site, they’ll become familiar with your brand, which is always good.
2.) Remarketing Campaigns Will Get You More Sales
When your home remodeling business SEO is good, you’ll rank high and draw a fair amount of visitors to your site. Still, all these people will need time to make up their minds and decide to buy from you. Luckily, there’s a form of PPC called remarketing, and it can bring these visitors back to your site to complete their purchase.
Let’s say you’re a 3PL company, and you’re selling transportation services from your website. A lead might land on your site and look around but eventually leave because they need more time to think about it. Now, you can purchase some ad space from Google and show them ads for the same services they were looking at. It’ll remind them to come back to your site, and they’ll likely contact you soon.
This way of combining PPC and SEO will allow you to reach previous visitors and encourage them to visit your site once again. It’ll increase your chances of making a sale and cost you cents.
3.) Use PPC to Test New Home Remodeling Business Keywords for SEO
As you probably understand, SEO is highly effective when done correctly. However, you’ll have to do research, and you won’t see the results right away, even if you did nothing wrong. Therefore, it would be great if there were a way to test keywords before you invest in them, so you’re sure they make sense. Well, there is a way to do it, and of course, it’s PPC.
Pick a keyword you think you’ll be able to rank well for and buy PPC advertising for it. Then, monitor the results the campaign brings you. If it seems that your website benefits from the ad, it’s a good sign that you should optimize your site for the said keyword. On the other hand, if the PPC campaign fails to deliver results, avoid making it a part of your SEO efforts.
4.) More Data for You to Analyze
Data aggregation is the key to success in marketing these days. The more data you have, the better your decision-making process will be. Now, SEO and PPC campaigns will give you access to similar metrics, including:
- Clickthrough rate
- Bounce rate
- Time on site
- Conversion rate
Analyze the data you get from these, and you’ll see which keywords bring the most visitors in, which make them convert, and which ones make them turn back to search results. Of course, you’ll get all these data from SEO and PPC separately. However, if you know how SEO and PPC can work together, you’ll get double the data, which will allow you to make the best decisions for your business.
Meta: A way to dominate the SERPs isn’t easy. However, you can make it a breeze if you know how SEO and PPC can work together. Here’s what you need to know.
Photo credits:
Andy Dean, Adobe Images: https://stock.adobe.com/contributor/200404573/andy-dean?load_type=author&prev_url=detail
https://unsplash.com/photos/wD1LRb9OeEo
https://unsplash.com/photos/744oGeqpxPQ
https://unsplash.com/photos/2m71l9fA6mg
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