SEO and PPC Services
SEO and PPC services are crucial elements of an effective marketing strategy in today’s digital-first landscape. They work together with one another to improve visibility, drive targeted, high-quality traffic to your website and secure valuable conversions and new customers.
Our combined SEO and PPC services allow you to improve your online presence, secure more real estate on page one of search results, and benefit from the increased conversions that this brings. We’ve been providing integrated SEO and PPC services for over a decade and have won a range of industry awards for our approach and results achieved for clients. By using one agency to offer a holistic approach to both services, data can be shared and decisions can be made that will have the most impact on your site’s performance and ROI.
What is SEO and PPC management?
SEO and PPC services involve a full-service approach to growing your business’s online visibility. While SEO involves improving your website’s positioning in the organic search engine results over time, PPC works in combination to generate valuable traffic and leads by putting you instantly in front of your target audience.
SEO is the process of optimising a website for a range of on-site and off-site factors to increase its visibility in the organic search results (the results that appear below paid ads) for certain search terms. Organic SEO is a long-term strategy that can involve longer timeframes to see results, however, once you have earned visibility you benefit from increased traffic to your website long term. With Google’s ever-changing ranking algorithms, it can be difficult to ensure that your website is compliant and optimised in line with best practices, a responsibility our experts can take off your hands.
PPC on the other hand, is a paid advertising strategy that involves bidding to secure positions at the top of search results for keywords relevant to your business. The amount you bid to appear for these keywords is the amount you pay per click to your website, so it’s important to understand your budget and work with experts who know how to invest it effectively.
SEO and PPC success stories
Integrated Marketing
An integrated search strategy, sharing data and processes between each discipline, resulting in a greater ROI.
SEO and PPC client reviews
Why choose The SEO Works as your SEO and PPC agency?
When choosing an agency for SEO and PPC management, it’s important to work with a trusted partner who can follow through on their promises and deliver an ROI. The SEO Works have been in the digital marketing industry for decades and have a vast range of accolades and client success stories to back up our expertise.
Just some of the reasons why you should consider working with The SEO Works:
- ROI and data-driven recommendations. Every decision and recommendation we make is backed by data and focused on generating our clients an ROI. We pinpoint the metrics and goals that matter, and prioritise work in a way that makes the most impact on your bottom line.
- Transparent and measurable results. Transparency and accountability are hugely important to us, and we keep our clients informed of results and the work being done at every stage. You’re never left in the dark about where your ad spend is going and the outcome of your investment.
- Dozens of industry awards and accreditations. Our proven track record of success for both SEO and PPC speaks for itself, with an array of industry awards and case studies. We’ve been voted “Best Integrated Agency” and “Best SEO and PPC Agency” at several national awards. We have success stories for SEO and PPC with businesses in a vast range of industries and niches.
- Specialist search marketing services. We’re a specialist SEO and PPC agency, with one goal in mind: to get you more customers online. Our digital marketing services to help our clients improve their online visibility and revenue.
- Dedicated and friendly communication. We believe that strong working relationships and communication are crucial to the success of an SEO or PPC campaign. All members of our team are reliable, trustworthy and highly skilled individuals.
- Continuous development and innovation. With Google releasing algorithm updates and new technologies every day, our experts are committed to staying ahead of the curve. By partnering with our SEO and PPC teams, you can rest easy knowing that your campaigns are optimised and implemented using the latest industry trends and best practices.
- Achieved Google Premier Partner status. We’ve achieved a top accreditation awarded by Google to agencies that demonstrate high levels of expertise and proficiency in managing and optimising Google Ads campaigns.
Hear from our team
“SEO and PPC are like a one-two punch for online marketing, working together to deliver a knockout blow to your competition. SEO builds long-term brand authority, while PPC delivers targeted traffic now. By strategically combining the two solutions you can share performance data and reach the ideal audience right when they’re searching for solutions. Together, they work harder to drive qualified leads and amplify your brand’s reach.”
Adam Reaney, Client Services Director
Why work with an SEO and PPC agency?
Working with a specialist SEO and PPC agency can lift the performance of each channel and provide more value for long-term success and growth. Reasons to work with The SEO Works include:
Level of expertise and experience
Working with an SEO and PPC agency means you have dedicated teams of experts at your disposal, with a breadth and depth of experience in their fields. As you’re the expert in your industry and business, we are the experts in ours. Our SEO and PPC teams keep up to date with all the latest trends, technology and best practices and execute your campaigns accordingly to keep you on the pulse and ahead of your competition.
Bespoke and refined strategies
Every business is unique, and every website has its own issues and opportunities for SEO and PPC. We tailor all our strategies to suit your budget, the competition, your current positioning and opportunities, and your business objectives, to form a completely bespoke long-term plan. We will take the time to identify what you’re looking to achieve and design a strategy that will have the utmost impact on getting you there.
Industry-leading tools and technology
Search engine optimisation and pay-per-click agencies will have access to industry-leading tools that businesses may not have the budget, time, or expertise to use themselves. By working with us for combined SEO and PPC services, your business’s strategies can reap the valuable insights and opportunities that these tools can provide, without you having to invest in them directly.
Save time and internal resources
SEO and PPC is an ongoing process that requires you to invest significant time and resources long-term to ensure your website and ad campaigns are running efficiently. By outsourcing and opting for professional SEO and PPC services from The SEO Works, you hand this responsibility to the specialists. This way, your time, and resources are freed up so you can focus on other core aspects of running your business.
Continuous monitoring and optimisation
SEO and PPC are dynamic and constantly changing fields, which keeps SEO and PPC agencies on their toes. There are continuous changes to Google’s ranking and ad algorithms, which can be difficult to adapt to if you are juggling multiple plates and roles in your business. By investing in professional SEO and PPC services, you can rest easy knowing that trusted experts are monitoring, measuring and optimising your website and ads. This proactive approach ensures you stay in line with best practices and pushes you ahead of the competition.
Scalable and agile strategies
SEO and PPC services are suitable for all business types and sizes, whether you’re a start-up local company or an established enterprise business. We are able to offer completely scalable integrated SEO and PPC strategies that are tailored to your current position, as well as any future goals for growth. As your business grows online or market demands change, so can your SEO and PPC campaigns to suit and ensure you stay agile.
Free SEO and PPC Audits
We’re proud to offer complementary, free SEO and PPC audits to businesses of all sizes. These assess the current state of your website and ad account performance and offer opportunities to improve and grow your business online.
Free SEO Audit
Our free SEO audit involves a comprehensive analysis of your website’s structure, content, technical fundamentals and performance to provide actionable opportunities. The free report will include valuable insights into your on-page optimisation, technical SEO, backlink profile and an analysis of your keyword visibility.
Free PPC Audit
Our free, no-obligation PPC audit provides you with a report outlining your existing ad account performance, new opportunities to improve, and unlocks tons of hidden potential. The free report provided will include key information on your current ads, keyword selection and performance, budget management, and landing pages.
Our integrated approach to SEO and PPC
We have won a wide range of industry awards as an integrated search agency, for the SEO and PPC services and processes that we have refined over the years to achieve results.
Our integrated approach starts with the team that is delivering the solution. Right from onboarding, this team will work together with you to understand your business and goals. We integrate every stage of our SEO and PPC services to provide you with a completely seamless experience with our team. Data will be shared across teams, which will help drive insights and lift performance.
Whilst our approach is integrated, there will still be channel experts managing your campaigns. We don’t use a “jack of all trades” and expect them to know everything about each channel. Below, learn more about the different aspects of an SEO and PPC campaign.
SEO PROCESS
Keyword research and analysis
Keyword research is arguably the most crucial element of an SEO campaign and forms the foundations of an SEO strategy. If the right keywords aren’t found, optimised for and measured, you won’t see an ROI. We take the time to dive into the search terms your target audience is using to find your products and services, review your competitors’ visibility and recommend a range of focus terms. These keywords will establish the basis for measuring your visibility long-term and the impact of our SEO. They will also be reviewed as potential targets for your PPC campaigns.
SEO audits and strategy
Every single business that we work with is completely unique in its current positioning and goals. So, while we have refined and data-driven processes in place, our strategies for each client are unique too. To put long-term strategies together, we first carry out in-depth audits of our client’s websites for content factors, technical elements and competitor insights. These findings are then prioritised based on impact and form the basis of your business’s SEO strategy and roadmap going forwards.
Content marketing
Content marketing and SEO-optimised content is one of the key elements of an effective SEO campaign. With Google’s E-E-A-T guidelines, offering authoritative, informative and helpful content establishes your brand as a trusted resource and therefore benefits visibility. Our content specialists can help our clients create a range of content types including articles, long-form guides or white papers, landing or service pages, and more. This ensures your website is offering content that caters to users at all stages of your marketing funnel.
Technical optimisations
A website’s technical standing can be a make or break for SEO. Your website needs to be easily crawlable, accessible and fast if it is to compete in today’s landscape. Our technical SEO team will review and optimise your website for a wide range of technical factors including site speed, mobile experience, Core Web Vitals, crawlability, and indexability. Our technical team are well-versed in all areas of technical SEO, from working on international corporations that require international SEO recommendations, to vast e-commerce sites with crawl budget issues.
Link acquisition
A website’s backlink profile helps to build up a domain’s authority over time, and the higher a website’s authority, the more visibility it will benefit from. Link acquisition is therefore a key aspect of generating long-term success in organic search. Our link-building and digital PR teams focus on acquiring links from websites that are relevant and high-authority sites that will benefit your site rather than hinder it. We use strictly white-hat link-building tactics such as digital PR, brand mentions, guest posting and more.
PPC PROCESS
PPC keyword research and analysis
As with SEO, keyword research forms the backbone of our PPC campaigns too. The keywords we recommend and choose with your input will determine the budget, structure, and progression of your campaign. Our keyword research involves identifying the terms used for your business offering, and the buying habits of your target audiences. We’ll also review your main competitors and general industry landscape to identify any opportunities or gaps in your advertising.
Ad account audits and strategy
Our PPC teams employ cutting-edge tools and draw upon decades of collective expertise to conduct comprehensive manual audits of your current accounts, pinpointing any issues and uncovering potential avenues for enhancement or restructuring. The results of these audits are integrated into your overarching strategy and presented in a transparent task list format. Whether suggesting a complete overhaul of your ads account or enhancing the existing structure, all our recommendations prioritise conversions to maximise ROI.
Ad campaign optimisation and management
Once you have been onboarded, approved the keyword lists, and are satisfied with our optimisation recommendations for your account, we initiate the process of launching ads and providing long-term management. However, our optimisation efforts and analysis don’t stop there; they continue throughout the entirety of your campaign. We leverage data from your ads to inform future strategies, consistently enhancing click-through rates and boosting your ROI. Day-to-day, our team may work on crafting copy, refining landing pages, scheduling ads, adjusting bids, and conducting ongoing evaluations of your audience and account structure.
REPORTING AND MONITORING
We understand that businesses are investing large amounts of money in our SEO and PPC services, which is why transparency is one of our top priorities. We provide thorough monthly reports and analyses on key metrics that are relevant to your business, along with comprehensive summaries of the work carried out. Each month, your account team will meet with you to discuss the performance of your SEO and PPC campaign. This way, you can see exactly what our team is planning and the effects this is having over time. Our reports are tailored to your specific goals and objectives, so you get insights that matter the most to your business.
Speak to the team
Our SEO and PPC teams are here to help you achieve your goals online. Contact us today to schedule a consultation and kickstart your SEO and PPC marketing strategies.
FAQs
How do SEO and PPC differ?
SEO (search engine optimisation) and PPC (pay-per-click) advertising are both key elements of a digital marketing strategy, but there are important differences between the two. Some of these are:
- Pricing and costs — SEO generally requires a monthly fee that encompasses all the costs associated with an SEO campaign, however, you don’t pay for the long-term traffic incurred from these efforts. Whereas with PPC, alongside a monthly management fee you pay for clicks. Essentially when you bid on target keywords and appear for these in the search results, each time your website is clicked on, you pay a fee to Google.
- Timeframes for results — SEO is known for having longer timeframes before results are seen, due to the wide range of best practices to follow and the time it can take to improve the authority of a website. Whereas PPC, while still not being instantaneous, can take less time to secure traffic to a website and in some cases even generate revenue straight off the bat.
- Long-term vs shorter-term — SEO is largely considered to be a long-term strategy as it involves building website authority, relevance, and trust over time to secure organic visibility. PPC can be viewed as shorter-term due to its nature of bidding on keywords to appear. For example, businesses might ramp up their advertising short-term around the time of certain offers or product launches. Despite this, both SEO and PPC should be considered as ongoing marketing strategies that require continual investment to reach the most optimal return and allow your business to grow online.
What metrics do you use to measure the success of PPC campaigns?
The best metrics to focus and report on for PPC will depend on your business’s specific goals, and KPIs. However, some common key metrics include:
- Click-Through Rate (CTR) — CTR measures the percentage of people who click on your ad after seeing it. A higher CTR indicates that your ad is relevant and compelling to your target audience.
- Conversion Rate — conversion rate tracks the percentage of users who take a desired action, such as making a purchase, filling out a form, or signing up for a newsletter, after clicking on your ad.
- Cost Per Click (CPC) — CPC represents the average amount you pay each time someone clicks on your ad. It helps assess the efficiency of your advertising spend and can inform budget allocation decisions.
- Cost Per Acquisition (CPA) — CPA calculates the average cost of acquiring a new customer or lead through your PPC campaign. It provides insights into the overall profitability of your advertising efforts.
- Ad Position — ad position indicates where your ads are displayed on the search engine results page relative to other ads. Higher ad positions typically result in increased visibility and click-through rates.
- Quality Score — search engines like Google use this to evaluate the relevance and quality of your ads, keywords, and landing pages. It impacts your ad’s placement and cost per click, with higher quality scores resulting in lower CPCs and better ad positions.
By tracking and analysing some or all of the above metrics, advertisers can assess the effectiveness of their PPC campaigns, identify areas for improvement, and optimise their strategies to achieve better results.
What metrics do you use to measure the success of SEO campaigns?
The success of SEO campaigns is typically measured using a variety of metrics that provide insights into different aspects of performance. Some key metrics include:
- Organic Traffic — organic traffic refers to the number of visitors who land on your website through unpaid (organic) search engine results. Monitoring trends in organic traffic can help gauge the effectiveness of SEO efforts in driving visibility and attracting visitors to your site.
- Keyword Rankings — keyword rankings track the positions of your website’s pages in search engine results pages (SERPs) for specific target keywords. Improvements in keyword rankings indicate progress in optimising your website for SEO factors and improving authority.
- Organic Conversions and Conversion Rate — organic conversions and conversion rate measures the percentage of organic visitors who complete a desired action on your website, such as making a purchase, filling out a form, or subscribing to a newsletter. It shows the effect of your SEO efforts in attracting qualified leads and converting them to customers.
- Backlinks — backlinks are links from other websites to your site, and they play a crucial role in SEO by signalling authority and trustworthiness to search engines. Monitoring the quantity and quality of backlinks to your site can help assess the strength and authority of your website.
- Engagement Rate — engagement rate measures the level of engagement users have with your site once they land on it. A low engagement rate may indicate that visitors are not finding what they’re looking for, or that there are user experience issues on your site that need to be addressed.
- Domain Authority — domain authority measures the quantity and quality of backlinks, the relevance of content, and the overall trustworthiness of a website. It should be used loosely due to it being created by SEO tools, however, it can be a useful way to measure the impact of link acquisition strategies.
Do you offer custom reporting for SEO and PPC campaigns?
Yes, we offer custom reporting for both SEO and PPC campaigns. By sharing data across each channel, this can also help improve campaign performance. We understand that each business has unique goals, metrics, and reporting preferences, so we tailor our reporting to meet your specific needs.
For SEO campaigns, our custom reports may include metrics such as organic traffic, keyword rankings, backlinks, conversion rates, and other relevant KPIs. We also provide insights into the work completed, whether it is on-page optimisations, technical improvements, or backlink acquisition, and analyse overall campaign progress.
For PPC campaigns, our custom reports may include metrics such as click-through rate (CTR), conversion rate, cost per click (CPC), cost per acquisition (CPA), and other key ad performance indicators. We also include all work carried out and offer insights into ad copy, keyword performance, audience targeting, and general campaign optimisations.
Our goal is to provide you with comprehensive and actionable insights that help you understand the impact of our SEO and PPC efforts. This way, your business can make informed decisions.
