When is comes to making your brand visible on search, paid search can complement natural search results, writes Chris Eagle, Marketing Director, Consumerchoices.co.uk.
At Consumerchoices.co.uk we have the largest in-house editorial team of any UK comparison site. This allows us to create informative, comprehensive and regularly updated content, relevant to our audience, and this helps to keep our organic rankings high. It’s important for any company to maintain high organic rankings through good SEO practices.
Search engines look at on-page (on-site) features, for ranking, such as: Relevant and up-to-date content, HTML page structure, site loading speed and good site structure.
Off page (off-site) ranking is done based on: link building, domain name and use of real-time platforms including forums and news sites.
The benefits we receive from spending on PPC, as well as optimising our own content for organic search, are;
– PPC makes for a higher propensity for purchase, as well as having a higher percentage of users clicking on PPC ads than natural search lists. As a general rule SEO is used more for researching.
– With a PPC advertisement one can control the message in the text of the ad you want to deliver. With SEO control is limited to the title, Google then chooses the blurb underneath.
– You can update your PPC messages instantly and when necessary. Take HDTV as an example, ISP’s suddenly launched HD TV channels, and with PPC we were able to instantly put an ad up to suggest upgrading your Sky subscription to. PPC is the perfect platform for this type of sales and promotion. We are able to change the wording on our PPC for specific key words and drive not only awareness but traffic and sales around our any product or service.
– The real benefit is when companies use both SEO and PPC together. If you have strong top listings on search engines and also feature on the top of the search page via PPC you dominate the page and show you really mean business. According to Yahoo, there is a 77% increase in potential purchase if you are top of natural rankings and PPC.
By Chris Eagle