It might seem intuitive to consider your PPC (pay-per-click ads) and SEO (search engine optimization) to be distinct elements of building your brand and securing customers for your online business. However, there are several advantages to using a single agency to manage both PPC and SEO that many business owners don’t consider. In this post, we’ll take a look at just a few of them.
Strategic Coherence
Having an agency oversee both your PPC and SEO can ensure that both of these two online business tools are functioning to ensure that your business is enacting a coherent strategy in order to meet your goals.
If your PPC and SEO are not working toward the same ends, the goals for your business or site may be too diffuse, which could result in lost opportunities for website traffic, engagement, or conversions.
Ensuring that both of these elements of your site are coherent is ultimately a question of brand-building. Both SEO and PPC are (among other things) methods of representing your business or website in the online marketplace and coherently representing what you have to offer is key.
This doesn’t entail that SEO and PPC need to serve the same function in your online marketing strategy. The differences in these two tools are important and should be taken into consideration regarding how your business uses them. But, if your SEO and PPC are at cross purposes when it comes to how your business portrays itself, your business will be less effective.
Mutually Supportive PPC and SEO
If an online business decides to handle PPC and SEO as functionally separate elements, then information sharing becomes more difficult. With a single agency that is overseeing both SEO and PPC, your online business has the advantage of being able to utilize one of these functions in support of the other.
For example, you might hope to increase SEO with relation to particular keywords that highlight a new goal or direction toward which your company is driving. When an agency is managing both your SEO and PPC, they will be able to utilize the tools of PPC in order to bolster the organic growth that will ultimately be sustainable in ways that don’t rely on the budgetary restrictions required by ongoing PPC.
Determining Amounts and Types of Effectiveness
Another reason that having an agency manage both your PPC and SEO is advantageous is that this allows your business to easily compare the analytics about each of the two strategies. In other words, a single agency will be able to cross-reference the analytics about how PPC and SEO each respectively drive traffic, boost engagements, and conversions. This is a key piece of information when it comes to applying these advertising tools effectively.
For instance, if your PPC tends to drive your new conversions and your SEO tends to result in visits from returning customers, you’ll want to have the ability to compare the specific numbers and trends over time.
Without having an agency manage (and cross-reference) your SEO and PPC analytics, it will be more difficult to fine-tune your efforts in ways that are as effective as possible for meeting your goals.
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