For many of our clients, it is very benificial to run campaigns for both paid and natural search rankings, but sometimes, this can cause issues. While an experienced Internet marketing firm such as Reciprocal Consulting can resolve these issues, or prevent them from occuring in the first place with careful planning, many people may not even realize that they are wasting money when Pay Per Click and Search Engine Optimization conflict in the same results.
The main problem occurs in a scenario where your site ranks well for both the natural search and your sponsored search. If a user clicks your PPC ad instead of the heading for your site in the natural search list, then you pay for the click, where if they followed the link via natural search, it costs you nothing. Depending on which PPC ad is displayed and which page of your site shows for the natural search, however, it may not be a concern.
Since a Pay per Click campaign gives you much more (immediate) control over your keywords and the information that users will see when they perform searches, it is easier to reel in conversions via PPC ads than by visits to your site via natural searches. The advantage of PPC is that you choose what the user will see when they search for certain keywords. When it comes to natural search, there is really no way of knowing what the user will see when your site shows up in the results, or which page they will be led to.
However, there are many methods within the SEO strategy that increase the relavance of the information that is presented to users in natural search. Proper on-site optimization is key to control over that information much like Pay Per Click. Utilizing title, header and meta tags are known to not neccessarily improve your rankings in SEO, but for the purpose of acheiving a higher click-through rate or better conversions for natural leads coming to your site, it is absolutely crucial to use these tags properly.
Another way to avoid competition between natural and paid search results is to lower bids on keywords that rank well in natural searches. This way, should a user search for this keyword, they will be first presented with the natural result, then if they happen to skip over it and move on to a second page of results, they still have the opportunity to find your site through the PPC ad, and in such a case, it is well worth it to drive that targeted traffic to your site.
There are many more methods for co-optimization of both PPC and SEO campaigns, so it is important to find an Internet marketing firm that knows how to use the tools and will not keep you in the dark when it comes to how they run your campaign.