SEO (Search Engine Optimization) and SEM (Search Engine Marketing) are powerful stand-alone services, but they are much more effective when implemented together. These two digital marketing strategies don’t need each other to drive results, but they drive better results together.
First, a note on why either of these services are important to begin with. Search engines are the major avenue for all website visibility. Having a website that is quick and easy to find via search gives your business a major advantage – with approximately 1.3-2 billion Google searches per day* and an estimated 66% of those being direct search queries* (meaning that the searcher already knew what they were looking for but still went to a search engine first), people are clearly using search engines to find websites like your dealership’s.
SEO built mainly through keyword-rich content on your site drives organic traffic. Non-paid, organic search results receive a 60% higher click rate* than the paid ads that display above them.
SEM performed through pay-per-click ads shown at the top of search results may receive less clicks, but they still increase online visibility of your site. They also keep your dealership at top of mind for search engine users looking for businesses like yours.
With the biggest benefit of SEO being organic traffic and the biggest benefit of SEM being online visibility, implementing both services gives your dealership the highest possible chance of conversions. Higher quality traffic coming from organic search result clicks combined with increased exposure will naturally set your business up for the best results.
A search engine user who has already seen ads for your dealership is more likely to recognize your business later in an organic search result and click. They are also more likely to engage with your website if your dealership is already familiar to them. On the other hand, a search engine user who has seen high organic search result listings for your business is more likely to click on one of your paid ads. These two marketing efforts support each other and work hand-in-hand.
The ultimate goal of a successful digital marketing campaign is increased exposure of your website to an increased number of people. The more users who see your online inventory, the greater the opportunity for leads and sales conversions. The ideal outcome of both SEO and SEM is to help your dealership website perform at its best in search engines, making it more likely that consumers will choose to visit your website. Combining SEO and SEM services gives your dealership the best chance of achieving that goal.
*Resources:
https://moz.com/blog/beginners-guide-to-seo-chapter-1#comments
https://moz.com/blog/state-of-searcher-behavior-revealed
https://www.forbes.com/sites/steveolenski/2014/03/26/7-reasons-why-your-business-should-invest-in-seo/#397462a72563
https://neilpatel.com/blog/8-techniques-thatll-double-your-google-adwords-conversion-rate/
https://moz.com/ugc/true-or-false-organic-traffic-converts-better-than-ppc
https://blog.reachlocal.com/search-display-advertising-whats-the-difference
https://support.google.com/google-ads/answer/3124536?hl=en
https://www.ppchero.com/ppc/