How CPC and Organic SEO can work together
There are companies that focus on CPC campaigns; championing the immediacy that paid advertisements bring, whilst other companies focus on SEO; getting behind the idea that slow and steady (and free) wins the race.
There aren’t many online marketing companies that tackle both together but there are some advantages of using both CPC and Organic SEO to deliver traffic to your website.
First and foremost, using both SEO and CPC campaigns gives your website maximum visibility and delivers results in two different ways.
SEO delivers free traffic and long-term visibility whilst simultaneously allowing you to gain authority with Google. CPC, on the other hand, offers immediate visibility through paid results. Only using one of these methods instantly reduces your company’s search visibility and therefore won’t deliver as much traffic to your website. Around 50% of page one clicks come from Organic SEO so it’s absurd not to use it to your advantage.
Looking at the page one results for any search, you’d be fooled into thinking that CPC ads take up positions that would otherwise be used by Organic SEO results. However, Google has done extensive studies that have shown that this isn’t the case. In fact, when CPC ads are paused, up to 89% of the traffic is not replaced by Organic clicks.
Currently, we live in a world that is filled with multiple kinds of devices and as more and more people consume information and browse the internet on the go, it’s becoming increasingly essential for websites to accommodate this. Search results display different depending on what kind of device you are using, i.e. laptop, tablet or mobile which means search results can no longer be optimised for just one display.
CPC ads are sometimes at the top of the search results, depending on which device they’re being viewed on, whilst on others, Organic SEO results are delivered first. Utilising both will ensure you’re always visible, no matter what device the user is using.