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Does PPC Cannibalize SEO?
At Blue Corona, we offer full-service online marketing, tracking, and analytics to ensure that small business owners are investing in the best advertising campaigns to drive sales and grow their business. But many clients often come to us concerned, asking whether doing a pay-per-click campaign (PPC) will hurt their SEO efforts. Understandably, they worry that the results from one could cannibalize the results from the other. I’m here to walk you through our answer and explain how PPC and SEO campaigns can work together.
So…Does PPC Hurt SEO?
Despite what you might think, pay-per-click listings do not significantly impact your organic search rankings. Your two campaigns run completely separate of each other (and despite some misdirected rumors, having a PPC campaign does not help your organic rankings just because “you are paying Google, so they’ll reward you”).
SEO works toward increasing organic visits from users who search on Google or Bing. SEO is a long-term investment. PPC, on the other hand, provides immediate results. We recommend that small businesses just starting to invest in SEO also start with PPC campaigns for the first few months (at minimum)—this can start sending potential leads to your website before your webpages have a chance to rank organically. So contrary to how you might have found this article, thinking that there’s a negative impact from investing in both campaigns, you can actually benefit when both are managed by the same company. Keep reading:
How PPC & SEO Help Each Other
At many online marketing companies, you’ll pay for SEO and PPC and get completely different teams working on your campaigns. While having a specialist manage your marketing efforts is best, at Blue Corona, we do something a little differently—our organic and paid teams are friends! Not friends in the sense that they grab lunch at Chipotle every Tuesday (well…we do that too). But rather, friends in the sense that the PPC specialist and SEO manager on each account will get together frequently and share data. I’m talking shared data on:
- Keyword variation
- Calls to action testing results
- New search terms
- Regional search trends and seasonality
- And other page performance metrics
This communication between your PPC and SEO teams increases the performance of both campaigns, as it allows us to optimize PPC ads based on SEO efforts and strategically focus our SEO efforts based on what PPC historical data is showing. Either way, at Blue Corona, you get the full package (and then some because you’ll have an amazing account manager that ties it all together for you…read below to find out how).
We have a proven pay-per-click setup and management system specifically designed for small businesses owners like you, and our SEO specialists have extensive experience helping their clients get more qualified traffic and convert more visitors into leads and sales. But don’t take our word for it! Check out what our customers have to say about us!
Start Investing in PPC & SEO
As long as the budget allows, we recommend our clients to invest in both PPC and SEO. But we won’t run your campaigns blindly (as you read above). At Blue Corona, you have a dedicated account manager that looks into your marketing efforts each month to determine cost per lead and ROI—not only that, but your account manager will meet with you monthly to discuss these results and make a plan of action for your future campaigns and investments.
If SEO is not best for your company or industry, we will tell you that and help you allocate your marketing budget in the best way that will grow your business. If your PPC leads are too expensive for your profit margin, we will work with you to target more affordable keywords or look into other cost-effective efforts.
Bottom line: we will help you make the best marketing investments for you, for your business, and for your bottom line. When you’re ready to get started, give us a call to find out how you can benefit from both SEO and PPC services.
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About The Author: Hannah is the Organic Team Lead at Blue Corona. If she's not busy daydreaming about the training session for her team, you can find her improving client conversion rates and planning her next trip.
View more blogs by Hannah Nelson
The information on this website is for informational purposes only; it is deemed accurate but not guaranteed. It does not constitute professional advice. All information is subject to change at any time without notice. Contact us for complete details.