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As a 40-something liberal vegetarian living within walking distance of Takoma Park, Maryland (the Berkeley of the east!), I am contractually obligated to own a Toyota Prius (if I had a VW bus with a “Love Your Mother” bumper sticker, it would have been grandfathered in). The Prius, a hybrid gas/electric car, has what’s known as a “sweet spot,” a speed at which you’re getting optimum mileage while operating at maximum efficiency. The sweet spot usually sits between 35-45 miles per hour, which is why most people hate to drive behind Priuses on the highway.
Why am I telling you, dear reader, about my personal driving habits? Because it occurred to me, as I was slowly—but efficiently!—making my way towards the Blue Corona offices yesterday morning, that the “sweet spot” is an idea that also applies to the mix of SEO and paid search for small business websites.
The SEO/PPC Sweet Spot
You can choose to rely solely on SEO to increase traffic to your site. We have clients who do so, and it typically works well, particularly when it is continually tracked and tweaked over time. However, adding PPC to your inbound marketing strategy can amp up your results quickly—it’s like stepping on the gas.
PPC maximizes your ranking power by giving you more real estate on the search engine results page (SERP). A paid ad, targeted to a specific search term, appearing alongside your organic result boosts your SERP visibility. This boost leads to higher perceived authority—seeing you in more prime spots increases your esteem in the eye of the searcher. In traditional marketing terms, we call this building brand awareness.
PPC Gas Gets You There Faster
If you are new to the inbound marketing game and want to ramp up your efforts quickly, PPC is a great way to do it. Your paid ads can be developed and launched with minimal lead time, which means you get in front of your target market fast.
This, in turn, accelerates your results, allowing you to see a bump in traffic while your SEO campaign gains momentum. In addition, the user data you gain from your PPC campaign results—what keywords and search terms work best with your targeted demographic—can add fuel to your SEO strategy to help it perform better.
But PPC doesn’t stop at click-through. The visitor needs to get a positive and useful experience once they land on your site if you want them to convert.
SEO: The Sustainable Traction Motor
Despite PPC’s horsepower, it’s SEO that drives more leads—and those leads are more likely to convert. High-quality SEO sustains traffic flow to your site and helps it become what Blue Corona calls “a lead generation machine.”
SEO is more than content or text. It’s an overall strategy that powers your site design, speed, and navigation, along with content, to engage your visitors no matter what road they took to get to you.
Organic + Paid Data Synergy
Keywords that rank high in organic search for your site can be used to increase the power of your paid ads. In addition, when you know which of your site’s pages perform best organically, you can use that data to direct PPC ads to those pages for higher conversion rates. Using SEO data will help improve your PPC Quality Scores.
Hit Your Sweet Spot: Invest in SEO and PPC
For fully-charged inbound marketing results, you want a hybrid engine with the power of SEO and PPC. Blue Corona can analyze your site to find the sweet spot. Just enter your web address in the form below.
About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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