While SEO efforts generate organic traffic for a brand, paid search ads appear above the SEO-driven organic listings.
The author argues that both SEO and paid search or pay-per-click (PPC) advertisements complement each other and marketers should combine them to achieve enhanced traffic as well as higher conversion rates. While investing in PPC gets brands instant traffic, SEO efforts helps them sustain it.
This piece recommends that marketers use both strategies seeing as PPC can increase brand awareness by 80%(as per Google) and optimising content for search can boost revenues by 40%. Together they can not only help brands reach consumers everywhere, but also instill trust and credibility among searchers.
This combination can help brands get an edge over both start-ups and established players of the industry. The article also states that implementing both can help brands get enhanced ROI.
[7 minute read]