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Most sales start with a search engine. According to HubSpot, 86% of consumers use a search engine to learn more about products. And according to research from Backlinko, only 0.6% of Google users navigate to the second page of the search engine results pages (SERPs). In other words, if you’re not on the first page, then you might as well not exist.
SEO and paid search are digital marketing strategies that maximize your odds of being found by customers online.
With SEO, websites are ranked based on a wide range of factors such as keyword relevance, content quality, site speed, mobile-friendliness, user engagement metrics and the number and quality of inbound links. The higher your rank for a given query, the closer to the top of the first page you will be placed on the SERP.
With paid search, your page is ranked based on how much money you are willing to spend. You bid on keywords against other businesses, and the SERP places the highest bidder at the top of the first page, followed by the next highest bidder, and so on.
3 Tips for Maximizing ROI on SEO and Paid Search
- Align Efforts: Use SEO data to inform your paid search strategy, focusing on high-performing organic keywords for PPC campaigns.
- Optimize for Voice Search: Approximately 58% of consumers use voice search to find a local business.[1] Adapting content to answer direct questions and using long-tail keywords are effective strategies for voice search optimization.
- Leverage Retargeting: Use insights from organic search behavior to create targeted retargeting campaigns in your paid search efforts, increasing the chances of conversion.
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