Can SEO and PPC Work Together?

One of the most frequent misconceptions in the digital marketing world today is that you only have to pick SEO or PPC as a strategy and stick to it. In reality, SEO and PPC work really well together as a multi-channel marketing strategy and are mutually beneficial. To explore how SEO and PPC work together, let’s first look at the benefits of each as a stand-alone strategy.

The Benefits of SEO

SEO is the classic, tried and true digital marketing strategy that every business should be engaged in on some level. The norm of online interaction has evolved rapidly over its short life, and people are using search engines (especially Google) now more than ever. It’s how they find the information they are looking for, so if you are not actively employing strategies to capitalize on the traffic that can come from an engine like Google, then it’s simply impossible to have a sustainably successful website.

Since Google brings so much traffic and so many people are using it as their primary method to find information, we get access to people at all stages of the marketing/buying funnel. SEO is a fantastic strategy to get new leads/potential sales for your business and is far more effective than something like cold-calling.

Ultimately, if the SEO strategy you’re employing doesn’t use immoral tactics to try to game the system and if it is using sound best practices, the end product becomes a well-constructed website that has a high degree of usability and converts well. Even if you aren’t sold on the concept of SEO, there should be enough value-add to any business to justify doing it on that principle alone.

The Benefits of PPC

PPC advertising also has plenty of ROI potential. The great thing about PPC is that you’re paying Google to appear on their search results page. So without having done any SEO whatsoever, you could theoretically still rank at the top of the page if the bid was right and your ad – landing page combination were good enough.

Beyond that incredible benefit, we also have the ability to exercise some control over the types of traffic that come into our site. By adjusting ad copy, bid amounts, target areas, and more, we can funnel traffic down to only the most qualified leads and make our campaign really work for us. You could even do the opposite and go after a much more broad base of traffic and capture some top-of-the-funnel users.

With the data that you collect from those types of campaigns, you can then use that data to refine your campaign and increase your ROI. There is far more data available to make informed decisions in a PPC strategy as opposed to an SEO strategy. Not only do we have more data, but there are many more options for the way an ad is delivered. With PPC, your ad can be formatted to a user’s specifications – something that is not possible with SEO.

Does SEO Benefit PPC/Does PPC Benefit SEO?

Absolutely. All we have to do to come to this conclusion is to think about the things that can be achieved when combining both strategies. If you have a good SEO strategy in place and you’re ranking well for a number of keywords, but you’re also bidding well on those same keywords you’ll take up more search result real estate. You’ll end up having multiple chances to for a user to click through to your site before they’ve even had a chance to scroll down the page. Ultimately the more real estate you take up on the top of the search engine results, the more you’ll push out your competitors in the online marketplace.

The comprehensive data that is gathered during the PPC process can be applied across other marketing mediums like SEO as well. For example, if you tested a new call to action on an ad and you saw that it brought a 50% increase in sales or leads for you, you can apply that to other parts of your website. You can then reasonably expect to see similar results in organic search too. In this way, you can optimize your conversion rate across both strategies and increase your overall ROI on your marketing efforts.

Last, but certainly not the end of the list of benefits is assisted conversions. People typically will visit your site more than once before converting. For example, they may search on Google and find your site organically, leave and come back the next day by typing your URL directly into their browser. Likewise, someone can click your ad and look around your site, then come back and convert by coming in through organic search or directly to your site or a litany of other combinations.

Maximize Your Marketing Strategy

There are about 153 different combinations of conversion paths a user can take if you have 5 different marketing channels, maybe that’s SEO (organic), PPC, Direct traffic, Email marketing, and Social Media Marketing.

If you take only 1 of those channels out of the equation – the number of available conversion paths drops by 120, and yes you read that correctly. If you remove PPC or SEO from your marketing mix, the combinations to convert drop from 153 to just 33.

There are far more combinations in reality since these figures only consider users that interact with your site a maximum of 5 times. Mathematically, we can see the implications of not utilizing one of these channels, and thus the importance of capitalizing on all of them.

We know that running a successful digital marketing campaign can be a little mind-boggling, so if you have questions about your PPC, SEO, or another digital marketing campaign, we are here to help! Fill out our contact form here and one of our digital marketing experts will help you figure out how you can fully maximize your marketing mix!

How Can I Improve My Website Grade?

So your website grade is lower than you expected. Maybe it’s just a little lower… or maybe it’s much lower. Either way, you have some work to do.

Now that you know your site needs improvement, it’s time to buckle down and get some important changes made. Here are some general tips we can offer to start you off on the right foot, no matter which areas of your website need improved.

Read our comments and suggestions

On your website report, you’ll see comments and suggestions for each specific area that we scored. Read these notes carefully — they often provide actionable advice and suggestions you can follow to improve your site.

If you’re confused by any of the comments, you can always contact us for clarification — we’ll be happy to offer you a more thorough explanation!

Check out the articles in our resources section

If you scored low in a certain area, and are looking for ways to improve that specific area — or need to know why, specifically, you scored so low — chances are, we have an article to help you.

Our resources section was designed to help you learn more about ways to bring up your website grade and boost your rankings. So if you scored low in links, look for the articles about links. They’re sure to put you on the right path for success!

Do research online

If you’re really committed to improving your score, you can do research online on the topics where you need improvement. Many reputable websites in the SEO industry often publish guides, articles, and tutorials that can help you build links, do keyword research, speed up your site, and improve your SEO.

Make an improvement plan with your team

Of course, you can’t simply assume that things will get better on your own. Unless you put the advice and ideas you get into action, you’ll never see your score go up!

Sit down with the team that works on your website and make a plan to improve each of the weak areas of your site. Set deadlines and goals for each area. For example, you may say you want to acquire 20 links in the next 90 days, or make all your title tags unique by a certain date.

Ask for help

If you can’t do it all by yourself, we completely understand. Why should you spend all your time struggling to improve your website instead of doing what you do best — that is, running your business?

Consider asking for help from an Internet marketing or SEO company. WebpageFX, the creator of this tool, would be happy to give you a hand! Feel free to contact us at any time to talk to our expert web strategists about how you can improve your grade and get your site ranking better.

These are a few ways that you can improve your website grade, no matter which areas on your report needed work. We wish you luck, and can’t wait to see you again when you come back to run a new report!

What Should I Do With My Grade My Website Results?

Now that you’ve run your site through our website grader, you may be wondering what to do with the results. Where do you go from here? What’s the first thing you should address?

Rather than set you loose with no guidance, here are a few suggestions that we hope will help you make the most of your results. This advice will give you the ability to use your results to improve your website and strengthen your presence online.

Don’t panic.

If your score is low, or there are plenty of “fair” or “poor” marks on your report, your first reaction may be to panic a little bit. How are you ever going to fix all these issues? Where did these problems come from? How did you not know about them before now?

It’s important to realize right away that no website is perfect. Every site has room for improvement, even the ones that have been around for over a decade, have thousands of daily visitors, and make millions of dollars each year. Getting a score of 100 in the grader is actually really difficult!

So before you start panicking or tearing apart the back-end of your website trying to fix problems, take a few minutes to breathe. When you look over your report again, you may realize that it isn’t that bad. There are probably some good scores on your report, too, so don’t focus only on the negative! After all, a good foundation is the hardest part of building anything, whether it’s a house, business, or website, and you probably have that out of the way.

Identify the areas that need the most improvement.

Now that you’re looking at your results with a level head, try to find the areas of your website that need your attention the most. These will be the elements scored the lowest, with a fair or poor diagnosis.

If your website is relatively new, you may find that many areas are scored this way. To better narrow down your choices, read the suggestions and comments in detail. For example, if your meta description comments are mostly positive, but your title tag comments are mostly critical, this is how you can break the tie and shift your focus to title tags first.

Learn why your scores are low, and how you can improve them.

With each report we generate, the Suggestions and Comments section offers remarks as to why we gave you the grade, diagnosis, and scores we did. You can read these comments to learn why your score may be low for a particular item.

Once you’ve gotten a good grasp on why a particular area was scored the way it was, you can start learning ways to improve it. The best place to start is our Resources section, where we offer advice on the specific areas on your report, including traffic, links, keywords, site speed, and more. You can also read articles online to get a better understanding of that particular subject, or ask the Internet marketing company you are working with (if you’re already working with one) for help.

Work with your team to create an improvement plan.

Set some time aside to meet with the team involved with the day-to-day operations of your website. Give them a copy of the report, and tell them what you learned about how you can improve the weak areas of your website.

Together, you and your team should be able to come up with a plan to improve your website and raise your scores in the areas where you are the weakest. This plan should identify who is responsible, what each person will be doing, how it will contribute to the improvement, and when it will be done.

Set a time to regroup and run a new report.

Finally, after the improvement plan has concluded, you’ll want to designate a time to regroup and go over everything that has been done to make your website better. Once everything is finished, you can come back to our site and run a new report. (You can run as many reports as you want to – the tool is free!)

In most cases, your new report should reflect the work you have done. However, for some improvements, your changes may not show up immediately. You may want to wait about 30 days after completing any work before returning to our site to run a new report, just to be sure all of your work is accounted for.

Once these initial changes are done and you’ve seen improvements on your report, you can repeat the process again with areas that scored “fair” or “good.” Keep the process going until your score is as high as you can get it!

Hopefully these suggestions have given you a better idea as to what should be done with your Grade My Website report. By spending some time to identify the areas in need of the most improvement, learning how to achieve the results you want, and working with your team to develop a plan, you’ll be able to get your website’s SEO in the best shape it’s ever been.

Have any questions about your report? Feel free to contact us for help!