Bridging the Gap between PPC and SEO

With digital marketing playing a larger role that ever, SEO and PPC must work closer together…yes we said together. In the past, old-fashioned tactics kept many digital marketers from truly integrating these two efforts.


Some have viewed SEO as a threat to revenue generated by PPC. Some have even chosen to divide these efforts. However, this tends to lead to miscommunication or worse yet mixed messages being disseminated to consumers.


We recommend integrating PPC and SEO efforts to strengthen results and improve brand awareness and sales. How? Let’s start by looking at the basics. What’s the difference between SEO and PPC?


SEO, Search Engine Optimization, is the process of optimizing your site, so it can be ranked higher on search engine results pages (SERP). This is done by targeting specific keywords or phrases. Keywords or phrases should be determined based on those that may be entered most often in the search by a specific audience. A consistent and long-term SEO strategy will build your website’s value.


PPC, Pay Per Click, drives website traffic in the form of ads. The fees are based on how competitive the keyword you want to rank for is. Since they are paid ads, PPC ads appear above the organic SEO listings on SERP. PPC can be pricey if your marketing is misguided (or the product is new or testing has not been done) and the learning curve requires the analysis of website variables to determine ROI.


Working Together for the Greater Good

So, what are the advantages of running SEO and PPC together? SEO and PPC work best when integrated and strategically aligned. With both avenues having strengths and weaknesses, working together often drives response towards more favorable results. Studies have found having a paid ad visible in conjunction with an organic listing improves the brand’s influence.


Let’s talk a little about some of the “greater good” we found by putting SEO and PPC in the same room:


  • Keyword and conversion data from Pay per Click campaigns can utilized to improve organic search.
  • By targeting clicks with PPC and focusing on high-performing keywords in SEO, you can impact the total volume of site traffic.
  • Expensive keywords, high-volume keywords, and essential keywords that tend to be low for conversions can be moved from PPC to organic search. Be sure to always place your keywords in the title and headline tags, meta descriptions, content, and don’t forget the ever-important image descriptions!
  • Your PPC traffic data can be used to boost your SEO and find your best performing landing pages. Use A/B ad copy testing and landing pages to update and feed your organic listings and landing pages.
  • After an initial consumer touch via organic search, it’s essential to stay top of mind through remarketing or retargeting. You want to be present in as many online entry points as possible, so don’t discount the value of using SEO to boost PPC.
  • Testing your keyword strategy in PPC before investing in a long-term SEO strategy can help you to target users at different stages of the purchasing journey.


Sharing a Room Can Work!


In the end, we know that when it comes to increasing traffic, whether it’s SEO or PPC everyone has their favorite, but they can (and do) co-exist.  Brands still need to have data for any new product or product line, service, or consumer campaign, so using SEO and PPC data in conjunction with one other along with aligned marketing initiatives and strategies is well worth the effort.



Franchisees Excel in Advertising and Promotion

When comparing franchise owners to SMB owners, you’d expect to find many of the same attributes. However, when it comes to advertising and promotion, franchise owners tend to be significantly different than their SMB counterparts.

In BIA/Kelsey’s Local Commerce Monitor released in May, it was revealed that franchise owners are much more focused on integrating marketing, promotion, and infrastructure. Let’s take a look at some of the data from this study.

Franchise OwnerSMB Owner
Percent of budget allotted to digital and online media42%26%
Use CRM system74%29%
Offer customer loyalty program72%38%
Integrated online presence25%15%

Franchise owners are clearly taking the lead in their use of strategic marketing initiatives. Couple their use of advertising strategies, CRM systems, and loyalty programs with their commitment to the corporate parent, and it’s clear franchise owners are doing an excellent job of managing and growing their businesses.

If you are a national brand, franchise office or franchise owner looking to establish proven online media strategies, call Qiigo today at (404) 496-6841. We can help you with Local Listing Management, Pay per Click advertising, Reputation Management, and more.

Qiigo Selected to Manage Southeast Franchise Forum Website

Southeast Franchise Forum LogoQiigo is pleased to announce that it was recently selected to manage the Southeast Franchise Forum website.

The Southeast Franchise Forum (SEFF) was established to foster professional relationships throughout the franchise community. By exchanging information, ideas and solutions, SEFF strives to enhance the reputation of franchising throughout the Southeast. Members of the organization meet monthly to address issues of both local and regional concern that are facing franchisors and franchisees. SEFF also holds quarterly meetings in conjunction with the International Franchise Association. These joint meetings provide additional opportunities for members to focus on national issues.

Members of the Southeast Franchise Forum are able to take advantage of many professional opportunities including advice sharing among members and an open exchange of ideas among franchisors and franchisees. The meetings provide a place for experts in various fields to share their thoughts and experiences as well as an opportunity for vendors serving the industry to learn more about the needs of their potential clients.

SEFF’s mission is to raise the quality and awareness of franchising in the Southeast through education and the sharing of ideas in the franchise community.

The Qiigo team, including CEO Rick Batchelor and Ginny Hornby, will be working closely with SEFF Chairman Jim Squire and Technology Committee Chairman Joe McCord to manage the website and make improvements to the site over the next year. “As a leading force in the internet marketing industry, Qiigo brings a unique perspective to this project. We look forward to working closely with the team from the Southeast Franchise Forum to continue building a site that is dynamic and useful for all members,” says Rick Batchelor.

Please visit the SEFF site for information on upcoming meetings and membership opportunities.