Increase Your Viewership

Both search engine optimisation and pay-per-click advertising are designed to improve your website’s ranking. But when you use these two approaches together, you can take advantage of many cohesive attributes that actually work better together than apart.

The on-page optimisation component is about playing with your metadata and keywords that allow the search engines to crawl your site with ease. You then complement that with external links from different sources that add relevance and substance to your site.

Finally, you open your wallet and invest in pay-per-click advertising, an SEM strategy. This is where you pay for people to follow a link to your website or landing page. The low cost per click can be quite an attractive lure for many business owners, but you also need to pair this investment with a sound strategy for customer conversion.

If your search engine optimisation is going well, or your PPC advertising is, then you might not feel that utilising a multi-channel approach will offer any benefits, but Google has already admitted that the two do go hand-in-hand.

You may appear at the top of the food chain for organic results, but that doesn’t mean your potential customer will click on your website purely because of that result. In fact, Google said that around half of the clicks on ads were not replaced with organic clicks once businesses decided to stop investing in PPC advertising.