Synergy is a word that one hears pretty often when it comes to business. Strategies, business philosophies and techniques often become stronger when they converge with other eco systems. This statement holds true even when talking about apparently divergent or different thought processes too. For instance, SEO and PPC

What is SEO? What is PPC?

SEO is all about the strategies and activities that an ecommerce business undertakes in order to promote visibility of the website in search engine rankings. This can include:

  • Link building.
  • Creating great content.
  • Social media integration and so on.

This is, mostly about ranking high in organic results.

PPC or Pay Per Click ads is something that an organization pays for in order for its website to show up on a search engine page and attract enough attention from the online visitor to attract a click through to the ecommerce website.

SEO can help show up your website on the list of results that pop up as soon as someone enters a search term that deals with the products you sell and PPC results in your website popping up as well.

So which is better?

Both!

Indeed, when managed well, a strategy that integrates PPC and SEO is one of the best ways in which you can boost ecommerce success. Both these methods have their own unique strengths to offer and this is exactly why it is critical to incorporate both of them in your marketing strategy.

Think of the timing

PPC can be more effective than SEO under certain circumstances:

  • When you are new in the industry.
  • If you are trying to launch a new product.
  • When you are conducting a special event of any kind – limited time offers, workshops and so on.

It can get massive results in a very short time frame.

SEO is more of a long term thing. It needs time, patience and a lot of smart effort into making it possible for your website to show up.

All about terms

SEO takes time simply because you have to be aware of the kinds of keywords that people may use while searching for products that you deal with. For instance, if you sell handbags for women, you have to think about incorporating keywords such as the following in your content, titles, meta tags etc.

  • Leather bags.
  • Tote bags.
  • Women’s accessories and so on.

Each term is different and it needs a lot of research to determine which is more relevant. With PPC, you can, simply put, pay for your website to appear on the list whenever someone enters a search term. However, you can use this to determine which search term was the most effective in driving traffic to your website and use the same for SEO.

Integrating the two therefore allows you to take advantage of keywords data, the use of the right kind of creative copy and even in doing competitor research. It is all about footprint in the online world and both these strategies can help you increase the same.