Why You Must Include PPC in Your SEO Campaign

improve your seo performance using ppc

In today’s two part article we will tell you about a strategy that can greatly improve your SEO Campaign efforts guaranteeing more traffic and good return on your campaign efforts.

Every business wants to rank at the top of Search Engine Result Pages and gain the market by being on the first page of Google or Bing. Though this is achievable, leveraging other strategies such as Pay-Per-Click can get you there faster.

Firstly let’s look see what an SEO campaign is and the key elements that ensure a successful SEO campaign.

SEO Campaign

The aim of an SEO campaign is to gain quality and volume of traffic to a website. It seeks to increase the visibility of a web page, landing page or website when users look for specific keywords relating to a product or service your business offers. A successful SEO campaign should incorporate various types of searches, including image and video search.

Having a good knowledge of how search engines work, keywords and search queries people look for on search engines can increase your websites rank in the search engine results page.

Key Elements of a Successful SEO Campaign

The key elements in a successful campaign can be viewed in two parts: On-Page and Off-Page elements.  The following key elements should be considered to achieve a successful SEO campaign;

  1. On-Page Elements

  • Content

Content and the tone of messaging play a vital role on the road to campaign success. This is the first key element of a solid SEO strategy.

When creating content, care should be taken to cater to the reader and search engine alike. Valuable content for your target audience will prove relevance as the viewers are able to interact and find solutions to their problems. The more the relevance, the more the views and the more the content should rank on Search Engine Result Pages.

It is recommended having a minimum of 300 to 500 words. This numbers may vary for example for product pages on eCommerce websites. In general, having a good volume of text is better keeping in mind the relevance to your target audience.

  • Keywords

Another key element is proper Keyword research. Visitors type numerous terms and queries into search engines to find business and solutions for their needs.   are terms users type into search engines such as Google to find a website. Having relevant keywords is a must in order to be found in the organic search engine results pages.

Research keywords relegating to your niche market and incorporate these keywords in the content and title of your site content. Adding keywords at the beginning of your text as headings and in the body of the text is good a SEO practice.

Try not to just list out the keywords as you want the text to look as natural as possible fusing the keywords in the text to make it understandable to the viewer and as well having the keywords there for the sake of the search engine. By doing this you appeal to both the search engine and the person conducting the search.

  • Well Optimized Images

Next you want to have sharp and well titled images. Try to give the images names that relate to the topic as well as adding the title to the image Alt text for search engine optimization.

  • Meta Title and Meta Description

This title will be published on the Search Engine Results Pages. For more efficiency, try to add at least 3 main keywords in your Meta titles to help the viewer know what the business or message is about at one glance. Meta titles can hold about 55 characters of text.

Meta description is the text displayed in the Search Engine Results Pages appearing just beneath your Meta title. Make sure to state clearly the offers for the viewer to make them want to read the content and visit your site. Meta descriptions can hold up to 150 characters and this also should contain your 3 main keywords.

  1. Off-Page Elements

  • Social Media Channels

Incorporating Social media is a very good way for businesses engage and interact with customers and prospects to give value added content, product updates market related news. Social media channels make it easy to reach targeted audience to create brand awareness as using content, images and videos.

  • Relevant Backlinks

This practice is used to create a digital word-of-mouth type of strategy for websites. It relies on outside sources to publish content about your brand or business. Tied to good content creation, the more valuable and useful your content is the more other sites, blogs and web platforms will be will to share or feature it. Make it a good habit to post valuable content frequently as this will establish you as a thought leader in your niche. Contact relevant bloggers, and business to help publish or make reference to your content and will generate good traffic to your website ensuring that you get the right kind of viewers directed to you.

  • Forums

Businesses can create forums where customers can interact and share questions, views and comments. This helps to build credibility and closeness to the customers. Forums are also a good way to get found on search engine result pages as viewer will most likely ask questions that have already been asked or addressed on the forum.

  • Newsletters

Newsletters can be another great way to interact with your audience who have subscribed to your listing. This method ensures viewers keep coming back to view the content you put out helping to maintain a healthy traffic for your website. Try to make the newsletter short but informative directing the readers back to your site for more information.


What is Pay-Per-Click (PPC)?

In this second part we want to highlight why you need to incorporate Pay-Per-Click (PPC) in your SEO campaign strategy to get more out of your campaign.

This is a type of online advertising where advertisers pay and amount every time a viewer clicks on an online ads placement.

We have various types of PPC but the most common type is the paid search ad and that’s what we want to look at in this article. Paid searches appear when a viewer searches online using a search engine such as Google or Bing. This method is very useful for viewers looking to make decisions and willing to by a product or service.

The awesome thing about PPC is you only get to pay when a viewer clicks on the ad helping to filter out the prospects from the passersby. This is an amazingly powerful strategy to generate sales and increased revenue.

An essential feature of PPC is that advertisers have to bid for certain keywords they are targeting and this will define how much they pay per click. The more the competition on a keyword the more and advertiser is likely to per to bid for it.

Pay Per Click Platforms

There are numerous platforms that offer PPC that include Bing Ads, Facebook Ads, Twitter Ads but the most popular is Google Ads. Google is the currently the most used search engine where people go to find stuff they need making it the best platform to gain visibility and reach.

The PPC Process

  1. Do a proper keyword research and list out popular queries your prospects or audience would searches for.
  2. Create search result ads for the campaign that will be displayed to viewers when they search for specific target keywords.
  3. A viewer does a search relating to any of the keywords and sees your ad in the SERPs.
  4. The viewer is interested and clicks on it.
  5. The brand is charged for the user clicking on the ad.

Its free to setup and you only pay when your ad is clicked, how cost effective is that.

Benefits of PPC Marketing in an SEO Campaign

  1. It increase the likelihood of a prospect to click and engage with your brand as research shows that most times viewers who are looking to make decisions would click on an ad rather than the organic search results.
  2. It helps get you to the first SERP faster
  3. It has a high target visibility
  4. You can track what work and what doesn’t
  5. It greatly saves budget ensuring the right traffic is targeted.


PPC is a great ways to reinforce your SEO campaign and strategy giving you a chance to rank fast and get good results for money spent. It is measurable and flexible for all business types. Make it a note to add this to your next SEO campaign and see its awesome conversion power. Feel free to contact Crank Digital for any comments or suggestions.


Search Engine Marketing (SEM) is a procedure where a website is promoted using paid advertising to increase its visibility on the results pages of search engines. The process usually involves incorporating SEO practices.

All things considered; organic SEO is no doubt the best marketing strategy for long-lasting results. This is because the websites that rank high based on their organic SEO implementation and keywords get to enjoy constant traffic, industry recognition and so many other merits of SEO. Websites using SEM & Pay-Per-Click (PPC) on the other hand have to spend funds in order to get targeted traffic and the moment the payment stalls, the traffic ends. In the end, you get to decide what is best for your campaign. If the aim is to get fast traffic to your website, then it is best to start out with SEM while also working on your SEO for the site simultaneously. If you hope to set up an online business on a long-term basis without funds available for marketing campaigns, then stick to just SEO.

On-Page SEO refers to the SEO practices you can implement for the content on different pages of a website to enable their optimization for certain keywords. The aspects of these pages that can be optimized include meta titles, headings and subheadings [H1, H2], meta descriptions, body, correctly formatted URLs, image alt texts, etc.

Off-Page SEO is all about getting backlinks to your website. Backlinks can be described as references or links from other websites to your site. When many websites link to the content of your website, it allows search engines to trust your website as an authority in the subject. Your site ranks better when popular websites link to it on their pages.

There is a plethora of reasons why SEO is important. Some of the reasons include:

  1. Search engine users looking for specific content are more than likely to click any of the top 10 suggestions in the search engine results page (SERP). If your website constantly appears among that list, you will generate more traffic and conversions or sales.
  2. Good SEO gives users a comfortable experience when they visit your site.
  3. Your website’s trust is guaranteed when it consistently appears in the top results pages of search engines.
  4. Users who come across your website while looking for content are likely to share it on their social media handles. This spreads growth for your website and will eventually affect your business positively.
  5. SEO can help lift your business over your competitors. For instance, if you’re selling a common product or service that can be obtained from other websites, the platform that is best optimized will likely make more sales and boast more customers or clients.

After making all the necessary changes to your website and optimizing it as best as possible for search engines to pick up, it can be quite disheartening when you don’t see results after a couple of months. The truth is SEO takes time. Research, analysis and content production are all phases that you have to spend time on while infusing SEO on your website. At least, that’s an aspect you can control on your part. Search engine like Google takes time to identify your website among the several billions of pages out there. When you make changes to your website, it takes time for Google to analyze and recognize it. The same thing happens when visitors start trickling into your website and the traffic starts coming in. According to a Google webmaster video, the results of an SEO campaign can vary from 4 to 12 months. That looks like a lot. We know. However, there are many variables that come into play to determine how quickly you see results and by results we mean the web traffic coming to your website. Some of these factors that can determine how quickly you see results include relevant keyword topics and quality content, site design, website domain age, bounce rate or the time a user spends on your site, location, competition, your response to trends and updates and how swiftly you make relevant changes. When you consider all this, then you’d realize that as long as you want your online presence to continue its growth, SEO practices should be a continuous process. The moment you witness an early spike in your web traffic, you should maintain that growth and not stop because if you do, your competitors might overtake you on search engine results pages and you’d end up losing new potential customers. If you insist on getting traffic much faster, then employing a PPC/SEM campaign is your best choice.

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