Two Important Factors in Digital Marketing Strategy: SEO and PPC

For businesses that have just started their digital marketing activities, it can be quite difficult to set and properly manage the marketing budget. You may be debating whether to stand out in organic rankings or invest directly in ad returns. The importance between these two methods may differ for each company, but if you understand these terms correctly, you can get the most out of your marketing budget.

What is SEO and What Benefits Does it Provide?

The term SEO (Search Engine Optimization), translated into Turkish as search engine optimization, can be defined simply as making your website compatible with technical, off-site applications and content and search engine algorithms. Since Google is the most widely used search engine, you need to manage your work in accordance with this algorithm.

The most basic fact that SEO studies aim is to rise in the organic search results within the targeted words and to achieve a high ranking in the search engine. A high ranking means increased traffic to your website and, indirectly, your conversion rates. Remember, your website is your biggest online store and identity.

SEO allows you to produce content that will increase your brand awareness and credibility. Naturally, when you get a high ranking, this effect will provide a long-term traffic flow to your website. That's why it's recommended to have a website with rich content and suitable for users' experience. In addition, when you get clicks thanks to SEO, you gain new earnings without incurring a cost.

What is PPC and What Benefits Does it Provide?

PPC (Pay Per Click) means that you do advertising work by incurring a certain cost per click. In general, it is examined in three groups as search engine, social media and remarketing. You can use this service by advertising on a search engine, by posting ads on social media, or by re-advertising users who have visited your site before.

One of the biggest advantages of the PPC method is that while you cannot determine your target audience in SEO, you can show your ads to your target audience with many criteria such as age, location, time, interest and gender in PPC. If you have analyzed your target audience correctly, you can spend a much more efficient marketing budget.

As long as you set your PPC strategy correctly, it is not possible for you to achieve success compared to your budget. You can constantly examine the performance of the ads you give, and increase your efficiency by testing the actions you take. In the SEO strategy, it is completely dependent on the algorithm of the search engine to be able to do this.

Which Method Is More Useful?

According to experts, PPC and SEO are methods that can feed each other. If you want to run an ideal digital marketing strategy, you should run PPC and SEO together instead of sticking to one method. For example, when you get organic traffic with SEO, you can increase your return rates and effectively manage your marketing budget by feeding the words you focus on with PPC.