SEO and PPC Working Together

SEO and PPC Working Together

Boosting traffic on your website is essential for visibility and there are two options to choose from – SEO and PPC. Separately, you can find what is best for your needs and budget but combining the two may give you more bang for your buck. They are more complementary than opposite. Here is why SEO is important to PPC:

SEO stands for “search engine optimization” and is a marketing discipline that uses both creative and technical elements to improve rankings, drive traffic, and improve ratings. This means using specific words on your site, links to your site from others, and ensuring that your site is built so that search engines can recognize it. Search engines are the primary way internet users find what sites to visit. In today’s web traffic you want your site to stand out and on top so that users find you first. Search engines do most of the work but still need help with how to target traffic to your site. Here is where the right SEO can make or break your site and provide returns that traditional marketing cannot.

Pay-per-click, or PPC, allows businesses and individuals to purchase listings in the search results of search engines. This allows them to be seen above or before non-paid or “organic” search results and in return, you pay the search engine every time a user clicks on the listing. Ad spots are sold at auction and if you are the highest bidder you come out number one. PPC is great because it generates traffic fast with some systems producing targeted traffic within minutes. PPC differs from SEO in how quickly it can adapt to user behavior. Most PPC campaigns can be tailored to meet customer interests and trends within hours whereas more organic marketing can take weeks. The downside to using PPC is the price tag. Auctions can run up costs very quickly and, just like eBay, you can get caught in a bidding war.

SEO and PPC do not have to be used exclusively. In fact, sites can benefit from both strategies being used in tandem. A well-run and thought-out SEO program will help your PPC campaign spend less money and get better conversion rates. Here’s how:

Quality Score

Your website is assigned a quality score that is based off of the keyword that people are searching for. For instance, if you are bidding on the keyword “purple widgets” and you lead people to a page that has purple, red and blue widgets on it, then you likely have an OK quality score. If you lead them to a page that focuses solely on purple widgets, has plenty of SEO-friendly content about them, has an easy way to find what they are looking for and is highly relevant, then you will have an even higher quality score. What does that mean for your PPC? A higher quality score means less money paid to gain the click (and likely, the conversion).

Conversion Rate

So, you’ve gained the coveted click, and now there’s a potential customer on your landing page and they are looking for reasons to call your business. A website that has been SEO optimized will generate a higher conversion rate than a website that hasn’t. Why, you ask? When a landing page is properly designed, it puts all of the relevant information above the fold and in plain view along with contact information and a way for the viewer to find more information (should they require it).In conclusion, you can see plenty of gains when using either PPC or SEO, but the biggest returns and the best choice for your business are utilizing both at the same time. Not only will you be focusing on the short-term with PPC, by keeping your spend low and returns high, but you will also be focusing on the long-term with SEO, by ensuring your that you website is clear, concise and technically sound so your organic traffic will increase. Contact Baggies Web Solutions today to get started!

Can Online Reviews Help My Search Rankings?

Online Reviews

Online Reviews and Search Rankings?

This is one of the most popular questions we get when meeting with clients to discuss their online presence. In a short answer: No. In a longer answer: Absolutely. Here’s why.

Bing Search Engine Results for “dallas sushi”

For the purpose of this blog, I went to both Google and Bing and did a search for ‘dallas sushi’ and on both search engine results pages, the very first thing that popped up were online reviews. Yelp for Bing and Google Reviews for Google. That means when people are searching for your business, if you have a less than stellar rating on either service, you aren’t presenting your business in the proper light.

If you’re out searching for the best sushi joint close to your home and there’s a 3-star review and a 5-star review, which one would you likely choose? Of course, there are many factors that go into that ranking, but, upon first glance, the 5 star review will be chosen more often.

Bing Online Reviews
Bing Search Engine Results for “dallas sushi”

It is not just Google and Bing anymore.

The restaurant and retail industries have become more and more dependent on the online review aggregators over the past few years. The rise of Yelp, Urbanspoon, Foursquare and Google Reviews shows that potential customers are willing to spend the time needed to wade through reviews to find what customers have to say about a business before they step in the front doors.

If your business has any reviews online, you must take action and address problems and compliments to your business, just as you would if someone were telling you in person. If an unhappy customer is out there writing reviews of your business in a negative light, then the number of customers lost can noticeably affect your income.

Google Online Reviews
Google Search Engine Results for “dallas sushi”

So, back to the original question: Can online reviews help your search rankings? While you may not notice an uptick in your traffic from Google or Bing, you will notice an increase in traffic from the countless number of review sites out there. Where are they coming from? Just do a search for “sushi” in your preferred search engine and take a look. Underneath the reviews and the local maps, is the organic search results, Yelp and Google Reviews are the all over the place.

Have you noticed an increase in traffic from online review sites?

Top 3 Reasons Not To Stop SEO

Many people think that you can do SEO for a few months and then quit. Quite the opposite actually, SEO is a marathon, not a sprint. Here are top 3 reasons not to stop SEO for your website.

1. Algorithm Changes



Google and Bing are unquestionably the leaders in search and they conduct algorithm changes on a regular basis. Sometimes weekly, sometimes more often. These algorithm changes affect the way your website ranks for the keywords and phrases that you want to rank for. For instance, in April 2012, Google released the famed Penguin update. This particular update caused havoc in the SEO industry because they changed the way Google saw links and how they were factored into rankings. So if you spent many months cultivating links, you would have woken up one day and your traffic would have been cut in half or more.

Staying on top of trends and algorithm changes insures that your website can recover from any changes made to the search engines.

2. Competitive Advantage




Your competition is always changing, and that means that the keywords and phrases you are using today, may lose steam. Your rankings and your traffic will start to suffer as your competition moves in and they start to pilfer your much-coveted traffic. Stay on top of your keyword research and competitive analysis and don’t lose those rankings!

3. Fresh Content


An effective SEO strategy means your website is being updated with new content, and keywords. Fresh content is one of the many factors in your organic search engine rankings. By keeping up-to-date analytics, and ranking statistics, you can keep track of what keywords are working and what isn’t. If you stop your SEO campaigns, then you run the risk of losing valuable space on the search engine results page (SERPs) and revenue generating traffic.