Top Reasons Why Your Store Needs SEO Even If You are Spending High on PPC Ads

Navneet Singh, Founder

Ecommerce SEO

E-commerce site owners need to find solutions for enhancing your reach to your customers. And website owners often feel torn between choosing search engine optimization (SEO) and pay-per-click (PPC) campaigns.

Which, out of the two marketing strategies, is the most suitable for your business? If you pursue the organic-first approach for consumers, you need to take care of search engine rankings. Is it best to go for PPC advertisements present right on the top of the keyword results page?

You need to find the right thing you want to achieve from your acquisition strategies. Getting an understanding of both SEO and PPC, you can use the correct statistics and real-life examples to decide if a business can get the best results through PPC or SEO. 

What is SEO?

Search engine optimization enhances a website’s visibility and helps it rank and gain organic traffic through the search engines.

If you turn to the best search engines such as Google or Bing, you can find the best terms for your search engine to buy a good pizza, just like your consumers. Investing in SEO will help you enhance the chances of your target audience finding you as they go for Google search and the keywords related to your service or product.

Things appearing in Google’s top organic results for things such as inbound marketing means that you can go for the right SEO strategy, which will prove greatly helpful for you.

There are Several Benefits of Organic Search:

Organic Search is An Important Source of Website Traffic:

Organic search is important for your business and a vital component of the buyer funnel. In the end, it helps you to get a higher engagement and higher conversion rate. Sites get optimized according to Google, and they will offer a higher percentage of the entire search market.

Without any doubt, Google is the market leader, which helps you to proceed with few easy-to-follow guidelines. Several market parts are important for brands and will help you to grow. A majority of the global population accesses the internet to get comprehensive product-related information.

SEO Helps You to Build Trust & Credibility:

A well-experienced SEO personnel helps to build a strong foundation for rendering a clean and effective user experience. SEO helps to create the right trustworthiness and credibility of the website. It can make your website more easily discoverable to the users.
Several elements are helping to create a foundation that gives a practical user experience. Moreover, you can go for deeper research. Several elements help you to form an authority on search engines such as Google.

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Authority gets measured over various aspects, such as optimized on-page elements and content. It’s not easy to do the same these days because search engine algorithms have become much smarter. Also, you will be able to find how your rankings are increasing. This will help you to get more valuable content. The higher the visibility that your brand gets, the better will be its ranking. And if you improve your brand’s visibility, you are also improving your business reputation.

It is necessary to establish authority and carry out the digital optimization for your website. However, you need to understand that building trust and credibility will help you in the long run. With the EAT Guidelines, it is essential to ensure top-quality results. Moreover, you can earn and build authority in the due course of time. Remember that it takes time, effort, and commitment to get a valuable and quality service to trust your brand.

SEO Offers the Best Way to Understand the Consumer:

SEO will help to understand the significant market shifts and give a deeper insight into the customer intent. As you get to know what the customers need, it will help you learn more about what you must do to improve your website to enhance the customer experience. The format and data related to SEO in written and word give you more information about user behavior. The different types of SEO data that help a user include: 

Search query data

Analysis data

AI insights

Good SEO Provides a Better User-Experience:

User experience is the most critical aspect for every user. A better organic ranking will offer higher visibility. Just a few people understand that a great user experience counts a lot in realizing the goal. Google wants its customers to get an optimal user experience, and it helps the website to achieve the mentioned business goals.

Local SEO Increases Traffic, Engagement & Conversions:

Mobile traffic and local search are becoming a greater dominance and becoming a vital part of giving success to small and medium-sized businesses having their e-commerce websites.

SEO Affects the Buying Cycle:

Research is an important element of SEO. You can relay your messages for good deals and use the best services and products for the same. You will understand that the dependability of your customers can make a real change. It is surely going to have a significant impact on your buying cycle. Your brand should be visible at the right places so that your customers can connect with you.

SEO Consistently Improves because its Best Practices are Getting Updated:

SEO is continuously evolving, and its practices are evolving. Your search is at the disposal of Google. If you just have a short-term engagement and have budget constraints, it will be helpful if you improve all the hindrances. As the search evolves, your website requires constant monitoring on what more needs to be done. You should monitor for the significant algorithm changes which will benefit your brand.

Understanding SEO Helps You to Comprehend the Web’s Environment:

It can be hard to stay on top of the changes in the internet environment. You need to prepare your website for positive changes. You must understand about businesses that you want to compare and your business. It is surely going to prove useful for your brand.   

SEO is Cost-Effective:

The best part of using SEO is that it is highly cost-effective and useful. Moreover, it provides value back for your money and will lead to a better bottom line. It is necessary to implement SEO to give you the right result in the years to come. Implementation of SEO will help you to get greater attention. Moreover, it will help you to bring outcomes for many years to come.

SEO is PR:

It is found that SEO provides for long-term equity. Having a good ranking and a good placement on the platforms means that your brands will see you. Offering a good website user experience means that the users will like to hear your messages. And it will also help to sell your products and services. A combination of PR and SEO will help to produce favourable outcomes.

SEO is a Long-Term Strategy:

The best part of SEO is a long-term SEO strategy. And whatever action you take for SEO will give outcomes for a long time to come. A site having the right SEO recommendations and under the SEO  best practices will prove helpful if you commit the right amount of time and effort to improving your website’s SEO. It will make the website a better contender in the market for years to come. 

SEO is Quantifiable:

If SEO does not allow for an easily calculable RoI as on paid search.  There is no definitive way to find out what factor is giving a direct impact.  You require understanding the correlation for all your actions. You are required to know why specific actions can impact the results related to the performance and growth of your website. Doing good SEO will help you to carry out several improvements. As you get an improvement, it won’t be hard for you to find what leads to an improvement. Data is important to give you the right information, and it will give you the right insight. 

SEO is helping customers in getting highly reliable opportunities for success which is important for the web presence of a brand. 

Limitations of SEO

SEO is a continuous process, and most brands will get cost-effective solutions. AS you ou need to monitor the situation closely for keeping things on track. It will help you to track your organic results and marketing strategy. You must optimize your site regularly while still ranking its web and content pages for the right keywords. SEO requires you to remove the old links and refresh the old articles. One of the major drawbacks is that SEO takes time to show results. It can be a bit longer in some cases ranging from a week to 6 months. SEO requires you to apply a lot of technical expertise. This means you need to get help from eCommerce SEO company professionals that can help you with writing great search engine-friendly copies.

What is PPC?

PPC, or pay-per-click, as the name suggests, is a paid digital marketing technique whereby an advertiser will pay the publisher (like Facebook or Google) whenever a user clicks on their ad. 

This means that the advertiser will pay only if a user is interacting with your ad. You need to attract users who are interested in purchasing from you with your ad.

PPC is related to search engines and involves a system whereby the searchers will bid on the relevant keywords to help you to reach the target market. You will notice that the most important search results get tagged using an “Ad” marker.

SEO Brings Forth New Opportunities:

Top-notch SEO helps to discover and make use of the new options allowing the brands to shine. One can market a brand with passion and understanding and help you become a stakeholder. New opportunities will be present in several ways, such as having higher product sales, product and customer service.  

Without Being on the First Page, You Do Not Get the Click – Especially The Zero-Click Results:

As SEO is the zero-sum game, you need to aim for zero SERP results, and it will give you a direct answer for your queries. It also means that the users’ search intent is satisfied without any clicks. As per a study, the first results on page 1 get 50 % clicks while 30 % of the results do not get any clicks. It means having zero-click results. You’re in the winning position. If you’re not on page  1 results, it means that even when a user types a relevant query, they do not get the apt results from your website. 

Advantages of PPC

1. PPC Provides Quick Results.

You may require months to get results from your SEO strategy. But a PPC campaign will start showing you outcomes in just a few hours. This strategy is related to search engines, and advertisers will bid for the relevant keywords. The cost of the ad is based on:

  • Search volume
  • Industry

PPC advertising will help you to stay on top of your competitors in a crowded market, and it also brings you in front of your target consumers. The PPC ads will appear above the other search results on the page. PPC will be placed for the right audience, including their belonging to a specific area or their marital status or interests. Moreover, you can run A/B tests on your PPC ads. This means you must run the PPC ads to get better conversions to get improved results automatically. 

Limitations of PPC

However, PPC ads are very costly. And once your budget gets depleted, it will also dry up your traffic stream. In competitive industries, including legal and insurance, PPC will have a whopping cost of up to $40. Due to the high expenditure, the PPC ads render a lower profit margin. You will find that PPC ads lose their freshness and appealing factor past a certain time frame.

SEO Will be Evergreen:  

Website owners look forward to a cost-effective way to get results. It means that you will get new avenues and updated SEO strategies to help you get the best results for different entry points of consumers, including app, voice, wearables, and any factors. 

SEO Versus PPC: Which is Better for You?

If you want to think which is a better option for you-whether SEO or PPC, the answer is that it all depends on the goals you want to achieve with the same! 

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Different situations will decide if SEO is better than PPC or vice versa.

Here are situations where you should go for SEO

  • If you have a low marketing budget.
  • If you want to build brand authority.
  • SEO helps you make the most of your digital marketing budget and provides you with a good and long-term return-on-investment (ROI).
  • Create content that can reach your audience at all stages of the sales funnel.

PPC

It gives you better results in situations when:

  • You have a unique product.
  • You want to promote a time-sensitive offer like a product sale.
  • You need quick results.
  • If you want to direct your audience to sales and landing pages.

How Can SEO and PPC Work For You?

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Rather than choosing between SEO or PPC, you may combine both strategies to make them work for you.

Check how you can get the best of both if you carve out a diligent digital marketing strategy.

Retarget Ads:

If someone visits your site, check the same if you find someone on your check-out and pricing page. 

It can be an attempt to retarget an ad to prompt the visitors, even if they had left your site. It means that you come back to make a purchase.

2. Promoting Social Media Ads and Website Content 

Boost and promote the content on social media because it will help to rank your content organically. 

These kinds of ads will help you with content distribution. But they will also help you to acquire the important backlinks which will improve your rankings.

This will mean that you do not only promote the latest blog post, report, guide, or case study as you spend several hours creating it.

3. Collect the Ads Data to Improve Your SEO Strategy.

PPC campaigns will help you get access to a great deal of data, including: 

  • Keyword search volumes
  • Keywords your competitors are bidding for
  • Highest converting calls-to-action, and much more.
  • With all this data, you can create top-notch SEO strategies with minimal effort.

SEO versus PPC Statistics

SEO

  • Google gets nearly 92% of global web traffic.
  • 90.63% of the online content gets zero traffic from Google, and just 0.21% gets close to 1000 visits per month.
  • Google has 46.40% of browser-based searches leading to organic link clicks.
  • 99.2% of pages on the internet have fewer than 100 backlinks.
  • There are more than 7 billion or 2.5 trillion searches per year on Google.
  • SEO draws nearly 100% more traffic than paid traffic.
  • 60% of smartphone users like to contact the business directly in the search results (like using a “click to call” option).
  • 64% of marketers want to invest in SEO.
  • It will help you to track about 76% of B2B search traffic.
  • 18% of local smartphone searches will purchase within 24 hours, only 7% of non-local searches will convert to a purchase.

PPC

  • In a Clutch survey, 390 out of 506 people recognized the paid search ads to understand customer behavior.
  • The Google Display Network covers 90% of internet users across the globe.
  • Search advertising expenditure is expected to cross $170 billion in 2021.
  • More than 763 million devices use Adblock; this is what makes Adblock an incredible tool to stop all the wrongly targeted ads from popping up in a user’s Facebook feed. A marketer can lead to frustration, whereby you must invest in PPC. This is needed when large numbers of target consumers cannot see your ad. At present, ad blocking is seeing a great rise going to 15-30% in the past four years.
  • It is noteworthy to understand that PPC Ads can improve awareness by up to 80%. With the use of ad blockers, PPC can effectively increase your brand’s awareness and reach.
  • Having the average or monthly cost-per-click (CPC) in Google Ads, search advertising helps the insurance industry to get $18.57 per click.
  • A low-cost CPC in Google Ads search advertising assists the electronics industry to get 83 cents per click.
  • The desirable average Ads Click-Through Rate on Facebook in the different industries is 0.89%. The Science Industry has the lowest rates, while the Pets and Animals industry has the highest CTR. 
  • The average cost-per-click (CPC) is $1.68 on Facebook across the industry. Also, the Finance industry advertisers achieved the highest average CPC of $3.89. On the other hand, the lowest average CPC of $0.42 was achieved by Food and Drinks.
  • The algorithm updates on Google must not affect PPC. Though this is not a stat in itself, and it provides for an important advantage of PPC is it’s immunity to changing SERP ranking algorithm on Google. As per a report,  Google had updated its algorithm 3,234 times by 2018. 
  • The SEO method requires you to optimize your content to attain a better rank according to the updated algorithm requirements.
  • Nearly 75% of marketers from Clutch’s survey consider that it is easier to understand the audience’s choices by looking at the paid ads. The search engine results page ensures that you will be able to get a few hits whereby you can achieve a vast majority of clicks with the help of using the mix of ease-of-use and understanding the things a searcher is looking for. 
  • In PPC, you must bid on the right target keywords to accomplish all that needs done. It is necessary to use the paid ads to find things easily in the top position of the SERP results. Moreover, you require answering the searcher’s question.

Conclusion

The above data indicate that SEO can provide more long-term outcomes for enhancing your reach and giving you a better RoI. At the same time, PPC may help you to get a faster inflow of customers. An ideal digital marketing strategy will involve using the right or balanced combination of PPC and SEO according to your budget. It will help you to get more sales and a loyal customer base as well.