If your PPC strategy is converting visitors into paying customers and generating quick returns, you may wonder why you need to invest in search engine optimisation. After all, effective PPC campaigns can generate almost-instant results so why dedicate resources to the slow returns of SEO?
That’s a good question but it ignores the fact that SEO and PPC generate different types of leads – and the fact that you need both to maximise business growth. Without an SEO strategy, you’re seriously limiting the size of your target audience and your long-term growth potential.
SEO & PPC generate different leads
While SEO and PPC both generate telegram number database leads from search engines, they capture prospects at different stages of the customer journey. So, even if your paid advertising strategy is getting great results, you can’t maximise search visibility or lead generation without SEO.
There are several ways the leads you capture from PPC and SEO are different, including:
- Top vs bottom of the funnel: SEO this is of course up for debate, and by all means do so tends to capture leads at the top of the marketing funnel while PPC is (generally speaking) more suitable for capturing prospects at the bottom.
- High-intent vs low-intent: As a result, PPC leads typically demonstrate a higher purchase intent than SEO leads.
- Shorter vs longer time to convert: The gap between PPC CTRs and conversions is generally shorter than SEO CTRs.
- Transactional vs informational: PPC search queries are often more transactional while SEO queries are more informational.
- Quick vs long-term results: PPC is capable of getting quick results but SEO should deliver a higher long-term ROI.
NOTE: Keep in mind
the characteristics above are china business directory generalisations about the differences between SEO and PPC leads. This doesn’t mean you can’t capture high-intent leads from organic traffic or that paid visitors are never interested in finding out more information.
That being said, the differences above are true more often than not and it’s important to understand these characteristics to see the distinct roles SEO and PPC plan in your search marketing strategy.