One of the most significant benefits of having a strong search engine optimization (SEO) strategy is that it can lower your pay-per-click (PPC) costs. SEO and PPC are both essential components of a comprehensive digital marketing strategy, and they work together to improve your online visibility and drive more traffic to your website.
Here are a few ways that building your SEO and quality score can help lower your PPC costs.
Improving your Quality Score
Quality Score is a rating that Google assigns to each of your ads based on several factors, including ad relevance, landing page experience, and click-through rate. The higher your Quality Score, the lower your PPC costs will be. A strong SEO strategy can help improve your Quality Score by optimizing your landing pages for the keywords you are targeting, which can increase ad relevance and improve the user experience.
Targeting long-tail keywords
Long-tail keywords are longer, more specific keyword phrases that are less competitive than broad keywords. By targeting long-tail keywords in your SEO strategy, you can increase the relevancy of your landing pages and ads, which can improve your Quality Score and lower your PPC costs.
“Long-tail keywords also tend to have lower search volumes, which means that bidding on them in your PPC campaigns can be more affordable,” said digital marketing expert Paul Dughi, CEO at StrongerContent.com.
Improving your website’s user experience
The user experience of your website is an essential factor in both your SEO and PPC efforts. Google rewards websites that provide a positive user experience by giving them higher search rankings and a higher Quality Score. A website that is easy to navigate, loads quickly, and provides valuable content is more likely to keep visitors on your site and convert them into customers. By improving your website’s user experience, you can improve your Quality Score and lower your PPC costs.
Targeting high-quality traffic
One of the benefits of a strong SEO strategy is that it can help you target high-quality traffic that is more likely to convert. By targeting the right keywords and creating valuable content, you can attract visitors who are already interested in your products or services. This high-quality traffic is more likely to click on your ads and convert, which can improve your click-through rate and your Quality Score. By targeting high-quality traffic in your SEO strategy, you can lower your PPC costs by reducing the number of clicks you need to get a conversion.
Drive more traffic (and sales)
By improving your Quality Score, targeting long-tail keywords, improving your website’s user experience, and targeting high-quality traffic, you can lower your PPC costs and increase the ROI of your digital marketing efforts.
A comprehensive digital marketing strategy that includes both SEO and PPC can help you achieve long-term success and drive more traffic and sales to your website.