By Lane Ellis

How can B2B marketers make the best use of marketing budgets in the face of economic challenges?

When it comes to online marketing, search engine optimization (SEO) and pay-per-click (PPC) advertising weigh in as two of the most important strategies in the playbook, with their combined one-two punch acting as the kind of force multiplier that B2B brands are increasingly seeking.

SEO is the fundamental fine-tuning process that helps websites ensure that their relevant content is findable by search engines, and can help a brand’s information rank higher in the search engine results pages (SERPs), while PPC is the longstanding advertising method where companies pay for each click their ads receive.

When these two powerful yet decidedly different tactics are successfully combined, SEO and PPC form a cohesive tool for any business looking to make a bigger impact on its target audience.

As with many areas of marketing and professional life, bringing together two techniques that are in some ways opposite sides of the same coin can be easier said than done.

Thankfully, through the use of practical best practices B2B marketers can successfully walk that fine line.

SEO Budgets Rising In 2023

In 2023 SEO marketing budgets are uniformly expected to rise, with 55.4 percent of SEO professionals in agency or freelance roles planning to increase spending, while an even higher 58 percent from in-house teams expect to spend more on SEO in 2023, according to Search Engine Journal’s recently-released State Of SEO: Performance, Salaries & Budgets For 2023 report.

With SEO and PPC working harmoniously together, businesses can reach more potential customers with less effort than they would by relying solely on only one. By smartly leveraging both SEO and PPC tactics simultaneously, B2B marketers can drive more qualified leads to your organization’s website — both more efficiently and quickly than using just one of these strategies.

Better yet, SEO and PPC are by nature highly complementary to one another. A smart SEO plan helps drive higher organic search results, while well-implemented PPC allows the targeting of specific keywords and phrases with ads that appear at the top of SERPs. PPC allows businesses to get their message in front of their target audience faster and more effectively than when utilizing SEO alone.

“Whatever their intent, optimize a seamless path for your searcher, and using both SEO and PPC to connect with them in their decision-making moments can result in more revenue for your organization,” Lemuel Park, co-founder and CTO of BrightEdge has noted.

[bctt tweet=”“Whatever their intent, optimize a seamless path for your searcher, and using both SEO and PPC to connect with them in their decision-making moments can result in more revenue for your organization.” — Lemuel Park of @BrightEdge” username=”toprank”]

When it comes specifically to the world of B2B, can marketers best combine SEO and PPC?

To make the most out of …read more

Source:: Top Rank Blog

Author: Aaron