At first glance, SEO and PPC look like similar strategies. They’re both focused on search engines and aim to get your site in front of more potential leads and customers.
As you dig deeper, though, you see how different they really are — and how they can work together to boost the success of your ecommerce site.
Search plays an important role in the purchasing decision for most shoppers, so visibility in search engines should be a big priority for your business. Some businesses choose to improve their rankings through SEO, while others focus on the short-term benefits of paid ads.
However, the best possible results come from a strategy that combines the advantages of SEO and PPC for ecommerce sites, including the ones listed below.
1. Data from one strategy can benefit the other
Although SEO and PPC operate differently, they measure many of the same elements. Since the goals of each strategy are often similar, you can use data from one channel to influence the direction of the other.
Data from a PPC strategy can tell you which search terms lead to more clicks and higher sales. This data helps you determine which products are in demand, and you can give those pages higher priority.
Meanwhile, data from SEO tells you what content yields more clicks and shares, which could give you clues as to the products that would do well in a PPC campaign.
2. Organic SEO can cut PPC costs
As you might expect, achieving higher organic rankings using SEO will increase your site’s visibility without the need for an expensive ad campaign.
But SEO can also help you save money on your PPC campaigns. If you’re already ranking organically for a certain keyword, you don’t have to spend as much on it to achieve a good paid position.
In a nutshell, that means the more you work on SEO now, the less you’ll have to spend on PPC later. It’s a long-term investment that can pay some serious dividends down the road.
3. You combine short-term and long-term results
Even the most diligent SEO specialist won’t achieve high rankings overnight. It takes weeks or even months of testing and revision to reach the top spot in organic results.
While working towards higher rankings, you can also write and place PPC ads and start seeing results right away.
In other words, a short-term PPC strategy helps you increase sales and revenue, while a longer-term SEO strategy can increase brand awareness and credibility.
The result? Better brand awareness and more customers.
4. PPC results can influence your content strategy
When developing a content strategy, you often have to look to external sources for ideas. Keyword analyzers, competitor sites, and social media feeds can tell you what might generate better results from your target audience.
A PPC campaign, on the other hand, tells you what entices potential customers to respond — and what kind of content might make them engage further.
What kind of ad copy generates more clicks? Which search terms generate higher ad positions and more conversions? What landing page layout brings in more sales?
With the answers to these questions, you can refine your PPC strategy. They also give you clues as to what kinds of content will bring more people to your site and boost organic rankings.
As an online retailer, you’re not just selling merchandise — you’re promoting your brand. Employ SEO and PPC for e-commerce, and you’ll succeed on both fronts.
Start using SEO and PPC for your ecommerce site
Do you want to start earning more short-term gains while investing in long-term growth? Check out our list of the best SEO agencies for ecommerce and find a company that works for your needs!