By Kimberly Eugene, 04/14/2023
Seemingly like magic, search engines have made the information retrieval process an almost seamless experience. On average about 7,500 searches are performed every single second of every day (comScore, 2014).
With the quick input of a query and the click of a button users now have endless amounts of opportunities to find anything that they wish to find. Whether an individual is searching for trivial information about when a movie was released in theaters or searching for the specs of a potential camera purchase, search engines are the tools on which consumers rely to stay informed.
Additionally, consumers use these search engine tools in different ways depending on their needs.
“With more than 197.9 billion searches performed worldwide each month as of April 2014, approximately
6.6 billion web searches are performed every day.” (comScore, 2014)
For example, a person in need of purchasing office supplies can find a surplus of options without ever giving much thought to their query. A simple Google search for “office supplies” will deliver locations of local office supply stores, websites to order products online, product reviews for various office items, and more options than the user even intended to find. Because office supplies are items that generally don’t have much difference between brands, the search could possibly end here.
Now compare this process to someone who would be searching online to purchase a new car. Items of value such as automobiles that have a higher ticket price usually require more consideration from consumers, which can typically result in more refinement to their queries. A consumer may begin their search with “new car” and then continue to add more specificity depending on their needs, such as “new fast car” or “new safe car with sunroof” and so on.
Knowing this, marketers must optimize their web content and ensure that they stay relevant enough to fall somewhere amongst the stars of the SERPs, whether it be with PPC or with SEO. A couple keywords here and an authoritative link or two there, and marketers will have a better chance of making their products stand out from the rest of the competition.
Synergy Between SEO and PPC
PPC and SEO work together in tandem as they empower marketers to identify patterns and trends in the user experiences of their consumers. Keyword research-based SEO and PPC strategies help to significantly impact the search engine relevancy and conversion rates of company web pages. Websites like Spyfu.com, Kparser.com, and especially Google Ads provide valuable insights into the performance of certain industry terms and phrases over others. Google Ads convert better than organic traffic, however, studies have shown the combination of an organic search result near the top of search along with a paid advertisement increases the conversion rates. (Kugler, 2019).
This information helps marketers to better communicate products to consumers, optimize website structures, and design PPC strategies that will drive customers to the desired landing pages. Capitalizing on targeted keywords with the appropriate PPC strategy -- whether it be CPC, CPM, or CPA -- will help businesses fall amongst the stars of search engine results pages. Other impactful SEO strategies include optimizing website URLs, developing XML sitemaps, excluding negative keywords from campaigns, and so on. Using PPC with SEO in synergy will ultimately impact the brand awareness and revenues of any company.
Kimberly Eugene - Content Marketing Specialist
Owner of PRTYNVRNDS LLC
Futuristic | Strategic | Developer | Positivity | Relator
prtynvrnds.business.blog
References:
comScore, “comScore Releases April 2014 U.S. Search Engine Rankings,” May 16, 2014, http://www.comscore.com/Insights/Market-Rankings/comScore-Releases-April-2014-US-Search-Engine-Rankings
Kugler, K. (2019, May 28). The synergy between organic and paid search. The Three Marketers. http://www.the3marketers.com/organic-and-paid-search-synergy/