Let’s say you’re a typical company with a set marketing budget. You allocate your resources across the channels available to you: print, television, radio, and of course, online. Within the latter category are a set of additional resources, specifically, paid online advertising, and within that, things like pay per click (PPC) ads and search engine optimisation (SEO).
Of course, the typical company has finite resources and needs to allocate their scarce marketing spend intelligently. Specifically, should companies invest in PPC and organic SEO, or both, and how do they complement each other?
First, the facts. Studies suggest that when given the choice, users opt for organic SEO results over PPC 94 percent of the time. But that doesn’t mean PPC has no role in your online marketing or as the case may be Cornwall SEO campaign.
And that’s because PPC can provide useful data on what makes customers click on the ad. If certain ads have high click-through rates, chances are it’s because they are more matched to your target market. Therefore, you can adopt a similar approach in your organic SEO and keyword placement efforts. In addition to this PPC brings additional traffic to the site for the keywords you are targetting. This will then hopefully increase the amount of time people spend on the site, another metric that is measured by Google. This list goes on… therefore our conclusion is that there is a place for both in any online marketing strategy.