Pay-per-click advertising (PPC) and search engine optimization (SEO) can both be used to boost your online presence, site traffic, and Domain Authority (DA) ranking.
Understanding Domain Authority is essential if you want your website to reach a wider audience. It is a predicted search engine score of how your website might rank on search engine results pages (SERP).
Does Domain Authority Matter, and Do I Need To Increase It?
Domain Authority is one of the most critical factors in determining how Google will rank your website. A high Domain Authority indicates that your brand is a trusted source in your niche and that audiences will benefit from your content.
With this metric, you will see how you compare to other websites and how search engines assess your site’s credibility. If your DA is low, you can audit your website and make the necessary changes to improve your score.
Can SERP Be Improved With PPC Campaigns?
PPC and SEO are effective in their ways, and each has its strengths and weaknesses. SEO is mainly a long-term investment with a slow return rate. SERP primarily depends on how well you optimize your content and your site’s performance.
At the same time, PPC advertising is an essential part of the media buying mix for most SMBs and enterprises. For example, 45% of small businesses invest in pay-per-click (PPC) along with display and social media ads, which form TOP-3 advertising channels to date.
A two-prong approach is the most effective. Invest time and money in SEO to rank higher than your competitors and buy PPC ads for the most relevant keywords in your industry to dominate SERPs.
What Can I Learn From PPC Conversion Data?
PPC data is a wealth of information for your business. It shows you which web pages and keywords get the most traffic and conversions, which can help you make more informed decisions about your content and ad strategies.
You can use this data to evaluate if there is content that needs improvements or issues that lead to visitors clicking away from your site without converting.
Use PPC Ads To Drive Traffic to Your SEO-optimized Website
Research results of your SEO endeavors to evaluate which keywords are worth pursuing. This will help you determine which keywords will most likely generate sales or leads.
To drive traffic to your website, start by selecting keyword phrases for which you can create content and rank well. Then, purchase PPC ads for these phrases and keep an eye on the results to evaluate how well your website performs.
If your ads perform well and continuously drive conversions for those keyword phrases, further optimize your website content for even better results.
What Are the Keys To Increasing Page Rank?
Page rank naturally increases if you get quality backlinks from high-ranking websites. Also, it’s influenced by the level of user engagement. PPC is a powerful way to increase your engagement by bringing more awareness to your website, even if it’s relatively new.
Here are some simple ways to improve your PPC strategy with domain authority in mind:
Focus On Ad Relevance
Relevance is the most crucial factor in paid search marketing. To make the most of your advertising budget, ensure that your ads are relevant to the keywords your target audience searches for.
Your landing pages should also be relevant to your ads and target keywords. All elements must deliver value-adding information to your visitors, or they will not have a reason to remain on your website and explore your products or services.
Use Negative Keywords
Negative keywords tell Google which keyword phrases your ad should not appear for. As a result, they filter out unwanted traffic and reduce wasted impressions so you can reach a more targeted audience while lowering your CPC.
They also increase the relevance of your ads by only showing them when they are relevant to the searcher.
Make Your Ad Clear and Specific
A deep understanding of your target customers is one of the most underestimated parts of a successful PPC campaign. Learning how they use search engines and how they can find your business are keys to generating conversions with your ads.
Customer segmentation and ad tailoring can lead to better results. For example, creating several campaigns for different customer segments is better than pandering to a too-wide audience.
Test and Track Frequently
Tracking your performance will help you adjust and modify your campaign. If your ads are underperforming, experimenting with different approaches through A/B testing can get you back on track.
Combine PPC and SEO for the Best Results
The truth is that combining both PPC and SEO is a powerful way to boost your online presence, site traffic, and DA ranking.
It’s not just about getting more customers through the metaphorical door. It’s also about ensuring they receive exactly what they are looking for when arriving.