Should SB’s Incorporate SEO and PPC in Marketing Strategy?

Why Should Small Businesses Incorporate SEO and PPC in their Marketing Strategy, here are the advantages and disadvantages.

Incorporate SEO and PPC in their Marketing Strategy 

Having a well thought out marketing strategy is essential if you want to get results for your business.  

Some digital marketing experts side with SEO (Search Engine Optimization) while others with PPC (Pay Per Click). Both have their advantages and disadvantages. But for businesses that want to cover all bases for their marketing strategy, it might be a good idea to use a mixture of both. 

When you think about it, using both SEO and PPC in your marketing strategy might be an excellent idea as you will broaden your coverage, drive immediate traffic as well as solidify long-term rankings in search that will provide lasting traction. 

If you’re on the fence about what to do… 

Here is why your business should incorporate SEO and PPC in its marketing strategy: 

1. Increased awareness. 

Let’s be honest. There is only so much space on Google’s first page that you would want to capitalize on it as much as you can. 

If you’re doing one or the other, then you’re missing your chances of being seen by people. 

When people search for something online, they don’t think about whether the search result they are looking at is from a PPC ad campaign or is an organic result. All they genuinely care about is how they are going to get what they want, and that’s completely fine. 

Marketers need to realize that the only way they are going to get conversions is if people trust them to be credible. Establishing credibility takes time, and there is no shortcut to becoming an authority in your industry from day one (most of the time).  

One of the only ways you can expect to shorten your business’s time to make a name for your business is by increasing your brand awareness.  

Using SEO to increase brand awareness is a good strategy. Over time, you will come to find that the effort you have poured into SEO will yield results well into the future. The only drawback to using SEO for brand awareness is that it will be considerably more challenging for you to rank on the SERP early on. 

PPC campaigns can undoubtedly help you in this regard. Running PPC campaigns and optimizing your landing pages to improve your quality score will help you rank in a way that helps you get seen by your audience. 

As people get used to seeing your business pop up both organically and through adverts, they will come to see your brand as a relevant competitor in your industry. 


2. Better content. 

Having valuable, seo friendly content is essential if you want to survive in today’s competitive marketing scenario. People wish to better content from entertainers and content creators, and from the businesses they choose to engage with. 

If you want to run effective, result bringing PPC campaigns, you will need to make sure that your landing page is providing value to your intended audience. There are a few reasons for this. Not only will better content increase your credibility, but it will also help you improve the quality of content present on your site as it will help drive conversions. 

Good SEO demands high-quality content. Yes, getting backlinks are a significant component of SEO, but on-page SEO is also essential to online success.  

Finding and adding the right, potent keywords to your content not only helps search engines realize what your content is about, but it also helps your users find your content, which is a win-win situation.  

Outdoing your competition in terms of content is a great way to make a name for yourself in your niche. People are always flocking to the next big thing that gives them value, so ensure that your content is not only high quality once or twice but remains constant. 


3. Better converting ad campaigns. 

Running ads is a costly process. It might not seem like much at first, but costs slowly pile up with little to show for. 

Most marketers justify their ad campaigns by the number of clicks they get and how many people end up seeing their ad. That might not be the best approach as clicks don’t help the business generate revenue. Conversions and sales do. 

For better conversions, you need to not only employ the right marketing methods, but you also need to make sure that your website is on point. Good design that encourages conversions coupled with chatbots or a live chat app will help you convert more people on your site.

To get the absolute most out of your PPC ad campaigns, incorporate these techniques: 

  • Attract your audience’s attention first (addressing pain points works best). 
  • Adding keywords should be your secondary concern. 
  • Ensure that your content and page design are optimized for conversions. 
  • Have the right call to action buttons on your landing page. 
  • Remarket to people in your audience who have previously interacted with your website, as that will increase your chances of getting a conversion. 

You can do a lot of things to improve your PPC campaigns, but the most important thing is to be vigilant and attentive to how your audience reacts to your ads and how you can capitalize on their interest in your business. 


4. Improved organic results. 

If you think that your website will start to appear on its own, then you might be a little mistaken. These days, ranking on Google’s first page or any other search engine for that matter is almost impossible if you have not been putting in the required effort and then some. 

Getting to the top of the SERP requires you to have great SEO.  

By putting a particular focus on your website’s SEO, you will be able to improve your organic SERP ranking. Yes, the only drawback to using SEO is that you might not see an instant spike in the amount of traffic you are getting, but it is definitely something you should look into overtime. 

Seeing your business’s name, pop up organically should be an important marketing goal as it helps you appear in front of your core target audience.  



If you want your marketing strategy to be able to appeal to all kinds of audiences, you might need to use a mix of different marketing methods. 

SEO and PPC, in particular, complement each other superbly.  

While SEO focuses on getting mid-term and long-term results, PPC helps you get clients and conversions instantly. Using both in your marketing strategy might be something that your business chooses to look into if you are struggling currently.