Do E-Commerce Sites Need SEO and PPC?

Author:

Kyle Roof
February 18, 2024

Categories: 

Trying to compare search engine optimization (SEO) and pay-per-click (PPC) digital marketing strategies is a bit like comparing apples and oranges. An e-commerce site should leverage the benefits of both SEO and PPC as part of its digital marketing plan because the two marketing tools generate different results when used correctly.

A Closer Look at SEO and PPC

SEO is an absolute necessity for any e-commerce company. It is a long-term strategy used to improve online search rankings and help online stores drive more traffic to their site. There are more than 200 factors (such as volume of traffic, customer reviews, and credibility) that contribute to a site’s rankings. It may take some time to reap the full benefits of your SEO efforts, but once it gains some traction, the results can grow exponentially. 

PPC is paid advertising that can be a part of a strategic SEO marketing plan. There are several types of PPC advertising but the most common are ads that appear at the top of a results page. The advertiser only pays when someone clicks their ad, which usually directs them to their detailed and technical product descriptions.

To be effective, PPC ads need to be well-designed and include an engaging call to action. If done right, paid search ads can generate a 200% return on the advertising dollars spent. To be placed on Google search results pages, the advertiser bids on keywords or phrases. The price will depend on how competitive the bidding is, and the business needs to continue to pay to see more results.

In sum, SEO is necessary for long-term success while PPC is a way to promote specific products and raise the visibility of a site for a specific period of time. The two approaches can be used to complement each other. For example, a website with a strong SEO presence could drive more traffic to PPC ads. Conversely, PPC ads can help build brand recognition with a compelling message, converting site visitors to customers.

What SEO Has to Offer

Once set into motion, organic searches that drive SEO will continue on their own. The business does not need to intervene, other than to monitor the site’s activities and adjust to updates in Google algorithms to optimize results.

While there will be some upfront costs involved in setting up an SEO campaign, it is still a very cost-effective way to increase sales over the long term. Return on investment is high and users who find a site via an organic search rather than an ad are more inclined to spend time there. 

What PPC Has to Offer

Paid ads appear in response to user searches–the more ads, the more customers. They are precisely targeted to a specific audience, can boost brand recognition, be used to liquidate excess inventory, and generate quick results in terms of customer spending. PPC is a data-driven advertising tool that continues to collect real-time information that can be used to refine future advertising campaigns.

An e-commerce company that utilizes PPC needs to keep track of the campaign’s performance to ensure it is worth the investment. As more and more companies use this advertising tactic, some users are disabling ads or are developing ‘banner blindness.’

Use an Integrated Approach to Boost E-Commerce Results

When SEO and PPC campaigns are run together, an e-commerce company can reap the immediate results of PPC advertising while waiting for the benefits of the SEO campaign to start rolling in.

Conversion data from PPC ads can also be used to test and fine-tune SEO with the best-performing keywords, increase site rankings, and improve the overall effectiveness of your marketing strategy.

Final Thoughts

SEO is a must for any e-commerce company. A reputable company like High Voltage SEO can help you develop effective digital marketing campaigns that put you at the top of search engine results pages and build your online presence!

About the author 

Kyle Roof

Kyle is responsible for the development and implementation of all SEO techniques used by the SEO agency High Voltage SEO and the SEO tool PageOptimizer Pro. Kyle is also the co-founder of Internet Marketing Gold, a global community of 3000+ SEO professionals who test and prove cutting edge SEO techniques. Kyle is also co-host of SEO Fight Club a weekly YouTube show that covers a multitude of SEO topics. Kyle’s SEO techniques and discoveries are followed by many SEO professionals and business leaders, he has been featured in many respected publications and is a regular speaker on SEO and SEO testing at conferences throughout the world.

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