words search engine marketing on a blue piece of paper looking at how seo and ppc can work together in hotel marketing

In the vast and ever-evolving world of digital marketing, businesses are constantly striving to maximise their online visibility in order to attract their target audience and drive success.

NB: This is an article from Arise

So, if you’re an up-and-coming business with the same goals,  it’s important that you know about two of the most integral parts of the digital marketing space, SEO and PPC. Naturally, it would seem that SEO and PPC should be kept separate due to their unique benefits and methods – this isn’t actually the case.

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Yes, individually SEO and PPC are quite different methods of driving traffic to your business, however when harnessed together, their potential is multiplied. In this blog article, we will delve into the collaborative magic of SEO and PPC, exploring how their combined efforts can unlock unparalleled growth and results for your business. From conquering search engine rankings to optimising advertising campaigns.

Understanding SEO:

In order to make even the babiest of steps towards a maximised online presence, you need to know what these tools are, and how they work. So, what is SEO? SEO stands for Search Engine Optimisation, and is the process of improving the quality and quantity of website traffic to a website or a web page from search engines, this is all in order to gain the highest rank possible on a SERP (search engine results page) such as Google. After all, the majority of Google users stay within the first page of Google’s results to find an answer to their query and 75% will click on either the first or second result on the page – if you’re not appearing on the first page of search results, it’s likely you won’t be found by your target audience.

Optimising SERP Ranking with Keyword Research:

Keyword research is a vital component of SEO, it identifies and analyses specific words or phrases that people search for when using search engines. Companies can use these keywords to gain valuable insight into users’ intent when searching the web; it allows us to understand what they are looking for and what they associate it with. If you’re not so familiar with what these keywords would look like in a search engine, like Google, Bing, Ecosia, or Yahoo!, here’s an example for the hotel sector:

Say you’ve decided to take a weekend city getaway and are looking for the perfect accommodation, what’s the first thing that springs to mind when searching? You type in hotel, and the Google algorithm gives you suggested keywords based on what is frequently searched in combination with your primary word hotel:

Conducting research into what terms and phrases your target market is using, and aligning that the words you use will enhance your hotel’s online profile and promote guest bookings. The slightest change in content can drastically alter how you rank in search engine results, so it’s really important to know your audience well.

Unravelling PPC:

Now that SEO is covered, what’s PPC? For a more detailed approach on PPC marketing, you can read our blog here. But as a brief overview, Pay-Per-Click (PPC) is a digital marketing method used to advertise websites, services and products online. It involves advertisers paying per click, with Google Ads being the most popular platform. This model allows ads to appear on the world’s largest search engine and gain instant exposure – other platforms adopting this pay-per-click model include Microsoft Ads and Facebook Ads.

Benefits of running PPC campaigns are:

  • It’s cost effective: because you only pay when a user actually reaches your website, it can be good value for money, and you can choose to spend as much or as little as you like.
  • It’s measurable and trackable: the performance of your PPC is simply shown through Google Ads, and/or Google Analytics.
  • Allows for quick market entry: compared to other methods, PPC ads can get your optimisation up and running quickly.

The Synergy of SEO and PPC:

Now we know what these two advertising elements are, let’s dive into why they best work hand in hand. Simply put, by leveraging the collective insights from both methods, businesses can unlock valuable data, improve keyword targeting, and achieve comprehensive search engine presence much more efficiently- that’s all there is to it really.

By leveraging the collective insights, you can unlock the full potential of your online presence and pave the way for effective growth in today’s competitive digital landscape. For example, PPC can boost more short term optimisation quickly, granting your business entry into their online presence, then SEO allows for more long term retention of your business optimisation, where you can organically grow your brand and their following.

Read more articles from Arise