Many marketers favour Search Engine Optimisation (SEO) over Pay-Per-Click (PPC) advertising because it is “free” and renders long-term benefits.
But SEO is a time-consuming process. From optimizing your website to creating information-rich content, building backlinks and waiting for Google to reward you, it can take several months to see quality results. So, you are not sure right away if your investment is paying off.
On the other hand, PPC advertising offers instant results. Additionally, you have valuable insights and data to analyze campaign performance and revenue generation.
So which is better: SEO or PPC?
Well, to see the best results in terms of page ranking and revenues, you need both.
This article highlights the top SEO and PPC techniques to earn first page rankings, improve brand visibility, drive organic traffic and increase sales.
Ways to Improve Page Ranking with SEO & PPC
Discussed here are 5 ways you can leverage SEO and Paid Search to improve page ranking and grow your business.
#1 Optimize Keyword Research
Keywords are the foundation of success for both Search Engine Optimisation and Pay-Per-Click advertising. This begins with dedicated brainstorming sessions to identify the most-searched keywords or top-ranking key phrases. However, it is time to tweak the way you perform keyword research. Here’s how to go about it:
i) Use Synonymous of Long-Tail Keywords
Simply integrating long-tail keywords into your SEO or PPC content would not help anymore. Google now understands the meaning of the words being searched for and the intent. To cater to Google’s evolving algorithm demands, make a comprehensive list of long-tail keywords from “Related Searches” shown at the bottom of a Search Engine Result Page. Now create unique content for each keyword so that no matter whichever way it is searched for, you have things ready to serve the palate. Here’s how you can get a list of similar long-tail keywords:
ii) Consider Medium-Sized Keywords Too
To be honest, long-tail keywords are somewhat old-fashioned now and less searched for. Here comes the importance of root keywords or medium-sized keywords related to the primary keyword.
For example, you are writing a blog on “green tea.” This is your primary keyword. When you will perform keyword research, you will see several medium-sized keywords as well; say, for instance, green tea benefits, green tea ingredients, honey green tea, etc. In fact, you will find that the medium-sized keywords are most searched for than your primary keyword.
So, using medium-sized keywords will automatically rank the content for other related keywords as well.
iii) Leverage LSI Keywords
Latent Semantic Indexing (LSI) keywords are something that Google loves to rank. Adding few of these into your content can seamlessly improve your page ranking in SERP. Here is how to go about it:
For example, you have “Green Tea” as your primary keyword. Use Google’s drop-down feature to identify most-searched LSI keywords.
Mark the bold words. You can also use LSI keyword tools found on the Internet, and compile the results together. The LSI keywords will let you have more keywords and pages to rank for.
#2 Make Your Content Informative & Easy to Digest
Whether you are writing a landing page for your PPC campaign or an article or web page, make sure it is readable, simple to understand and most importantly, something which is not boring.
You know that Google loves long content. Well-researched, longer content improves reader engagement time, gets more backlinks and ranks better on search engines. But how to keep your readers engrossed into a 2000+ words article or landing page?
Here are some tips to make the content more interesting and readable:
i) Add Subheadings
Readers will frown away from your pages if they are monotonous to read. Make it simple and interesting by adding relevant subheads as in the below example of how to create a landing page:
ii) Make Your Content a Treat for the Eyes
Long black & white content may appear dull to your readers. Make it a visual treat for them by adding contrast colors, images, videos or infographics. Information-rich graphics, charts, graphs or videos can spike up the likeliness of your content. And as a topping to your pie, Google loves content that has images or videos in it. Here is an example of an infographic to provide valuable health information in a unique manner:
iii) Well-researched Content
Needless to say, the content should be well-researched, to-the-point and relevant to the topic. It should be free-flowing, presenting the content as in story-telling. Including statistics and numbers is another good way to make it interesting and make your page rank.
#3 Optimize for Mobile
Do you know that over 50% of total search queries worldwide come from mobile devices? 33% of users directly visit the website they want. Google drives approximately 96% of mobile search traffic, followed by Yahoo (2%) and Bing (1%). Another research says that users spend an average of 69% of their media time on mobile devices. So, if your digital marketing campaign is not optimized for mobile devices, you are losing out on a major share of the market.
Optimising your website or content for mobile devices is not the only mantra. Your PPC ads should also be mobile-optimized because appearing in mobile search ads can increase brand awareness by 46%, suggests a report. Google AdWords provides several extensions to make a mobile PPC advertisement and it would appear as below:
#4 Create Compelling Titles & Description Tags for Improved CTR
To ensure that your SEO and PPC campaigns drive higher Click-Through-Rate (CTR), make the title tag and description tag most compelling. Here are few tips with images:
1) Make the Title & Description More Emotional
2) Use ‘Power’ Words in Title and Description
3) Must Include Your Primary Keyword
4) Highlight Benefits
#5 Bid More
This is not always what you want to do, especially when you are in a tight budget. But it is the quickest way to improve your PPC ad ranking and ensure higher CTR. And if you are on a budget, effective Search Engine Optimisation can support you for high-value keywords.
The Final Words…
There isn’t any “one” good way to improve page or ad ranking and boost your business. Smart marketers leverage the power of SEO Services and paid search to make the most of their digital marketing campaign. So, it is time you adopt the above techniques and stand out in the competition.
Amara Luis is a professional writer and also an expert in Inbound Marketing, Content Marketing, and Lead Generation. She writes SEO articles for global business industries wishing to see their Google search rankings on top.
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