Guest post by Max DesMarais.
Great SEO can get sites to the top of organic search rankings, provide valuable traffic from long-tail or high-traffic keywords and play a crucial role in driving growth to your company. However, there is one pitfall to all the hard work that goes into ranking at the top organically. That pitfall is paid search. With pretty minimal effort and investment, competitors can start driving traffic from the same keywords you spent months attempting to rank for. That’s why the best digital marketers supplement SEO tactics with targeted PPC to yield top results.
It’s always important to remember that no matter how good your rankings, the top 2 or 3 or even 4 results are likely to be search or shopping ads. They will inevitably cut into the click-through rates of top-ranking pages.
SEO and PPC Work Best Together — Here’s Why
SEO strategies are often thought of as long-term and sustainable approaches to digital marketing. Fast advancements in rankings and increases in traffic are hard to come by. Strategies take months and often years of commitment in order to yield results. PPC management efforts, in contrast, can yield results almost immediately—but are costly in the long term. Balancing both long-term and short-term strategies is ideal.