In the question of using PPC management vs SEO, the two internet marketing strategies don’t always have to be an “either-or”. In fact, it should be PPC management AND SEO to guarantee the best results that will conversion and relevant traffic. The best way to work with pay-per-click campaigns and search engine optimization is to start by doing PPC management first then eventually working your way to doing SEO campaigns, which is the common practice for both small and big businesses who want to make it big in the Internet world.
The reason why PPC management is first employed is because not many businesses have the resources, digital assets, and domain authority to do SEO campaigns. While companies are in the process of acquiring all these necessities, PPC is the best way to get started with internet marketing. Additionally, for businesses that offer a lot of services, PPC is more advantageous because keywords are focused on those that are more profitable, as compared to SEO which requires bandwidth and knowledge in creating content, web design, and social media marketing.
John Lynch of Search Engine Watch advocates using PPC data as the backbone of any SEO campaign. This is because PPC data can “bring clarity” to any search engine optimization method. With PPC data, a great volume of helpful information can be easily acquired in just a short amount of time. 30 days of doing PPC can yield keywords that produce actual revenue, aside from unique visits and rankings.
When using PPC data as a starting point for your SEO campaign, look for those groups that bring high conversion rates, impressions, and clicks. Additionally, there are engagement –level metrics that can help determine the success of any PPC and SEO campaign. Once you have analyzed the keyword phrases to use, check out the overall SEO competition for these keywords to know the links that lead to the competition.
With PPC data fueling your SEO campaign, you will gain a better understanding of the monthly search volume for your chosen keyword phrases, a more focused ROI, and effective call-to-actions based on keyword type.
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