Most of the online marketing pundits claim that search engine optimisation is helpful for established businesses, while pay per click advertising is helpful for newly set up businesses. While this statement holds truth, it is not the absolute truth. Many established businesses too have to merge PPC strategies with their SEO plan to maximise their ROI.

Amalgamation of search engine optimisation and pay per click advertising strategies can bring captivating solutions in long-term and short-term. It is widely known that organic search requires consistent and stringent efforts in order to maintain the ranking of a website. One should never expect that the site would rank on top of the web page overnight, no matter how much efforts you put in. Because of this delay in ranking, pay per click advertising comes to the aid. The websites and businesses that require immediate exposure can make the best use of paid search campaigns to get instant ranking and positive results, which are delayed in organicsearch.

However, results by Pay Per Click advertising can be short-termed and sometimes expensive. The organic results from search engine optimisation strategies are more reliable for the users, who find a company ranked on the first page of the SERP as reliable and worth a visit. Most users are now aware of the stringent measures taken by major search engines in their ranking algorithm. They know that only websites that have high-quality content are ranked on top. This is the reason, the visitor rate and conversion rate on top-ranking websites are maximised.

The combined SEO and PPC strategy:

By combining the keyword reporting of current search engine optimisation strategies and paid search campaigns, you can shed a new light on several unexplored opportunities. The search engine marketing (that includes SEO and PPC) strategies would help you enjoy the comprehensive results, taking your online business to great heights.

• Keywords- The selection and usage of keywords in both search engine optimisation and pay per click advertising is extremely crucial. Search engine marketing effort can help you identify the keywords/phrases that can bring the best results.
• Identifying target market- Targeting appropriate users is vital in any marketing campaign and SEO and cost per click are no different. Properly created combined search engine optimisation and pay per click campaign helps in attracting appropriate users,resulting in more conversions and an increase in revenue. Thus, search engine marketing can give great return on investment (ROI) bytargeting the right audience.
• Flexible- These are flexible marketing tools that can be adjusted depending on the results. If the initial results are not favourable in search engine marketing, the marketers can adopt different strategies and redesign their marketing campaign. On failure of the campaign, the search engine optimisers and paid search experts can redesign a new strategy and achieve improved results.
• Results in high-quality website- In search engine marketing, the success of the campaign depends on the quality of the websites. It ensures that the website owners also invest on improving the content and design of the site so that more traffic is directed towards it and the conversion rate is improved.
• Brand recognition- Another significant reason for investing in combined search engine optimisation and PPC campaign is brand recognition. When a website features prominently on top of the SERP and its paid ad is also positioned on top of the page, thecredibility and reliability of the company is indicated. Users prefer to click and visit such websites that have strong search enginepositioning. This helps in building strong brand image and allowing visitors to recognise the brand.

Although organic search efforts gives longer lasting and better results than paid campaigns alone, PPC and SEO together can bring an even better return on your investment because whilst the cost per click can target your entire product range, easily updating priceinformation or special offers, SEO continues to target the wider terms and bring in traffic for those too, making the search enginemarketing doubly effective.