In a perfect world, organic SEO and pay per click (PPC) advertising work as a symbiotic duo where each one helps to improve the other. Too many business owners try to figure out whether they should focus on SEO or PPC, when in actuality, they should be paying attention to both to attract new clients. Use this guide to help you avoid paying for the same clicks that your SEO should be getting—and to learn how to use organic SEO and PPC together to get the best return on your investment. 

When PPC Advertising Makes Sense

There are certain instances where it is absolutely necessary to put some money behind your digital marketing efforts. You should create some targeted paid ad campaigns if:

• You need fast results. If you are looking to see an immediate increase in your website conversions, it makes sense to spend some money to get them.
• You are trying to reach pet owners as they’re making a decision. One of the biggest benefits of PPC advertising is the ability to target pet owners who are actively searching for veterinary services just like yours. Paid campaigns can put your information right in front of people who are ready to book an appointment in real time. 
• You’re advertising a repeat service. Putting some money between one ad campaign—like for boarding—can bring you a lifetime customer. Think about the services that bring pet owners back for more and create targeted ad campaigns around them. 

When Organic SEO Should Do More of the Work

There are times when organic efforts can mean more for your long-term veterinary marketing goals. Some of these include:

• Trying to build sustainable, long-term website traffic. Organic SEO has long-term benefits that can keep your website at the top of search engine results pages (SERPs) long after you implement them. If you can focus on building organic content that keeps generating traffic, you can create a sustainable SEO platform for your business. 
• You want more visibility without a high price tag. Even though organic SEO results are not instant, they can definitely increase the visibility of your business without the price tag of a paid ad campaign.
• You want to be seen as an industry expert. Organic SEO content is a great way to build authority in your site and your services. When you create content that answers some of the most frequently asked pet owner questions, you can increase your website rank and your overall credibility. 
• You have time to wait for results. If you have a good 3-12 months to give your organic SEO efforts time to percolate, you can bring big results for your veterinary marketing efforts. 

Beware of Paid Advertising Dependency

While it can be instantly gratifying to see immediate results from paid advertising campaigns, you should be cautious not to put all your eggs in the PPC basket. If all your traffic and conversions are dependent on paid ads, that house of cards will tumble the second you stop spending money on campaigns. You basically get no long-term return on your investment, and you might be spending money to target pet owners who are already visiting your website or using your services. 

Building a Long-Term Strategy of Success

If you use your organic SEO to improve your PPC efforts and vice versa, you can build a long-term strategy that is largely self-sustainable. This means that even if you pause your PPC ads, your overall SEO will not suffer. You can also use the results from your successful PPC campaigns to improve your organic SEO efforts. When developing your organic and paid strategy, consider:

• Identifying high-value service keywords and using them in both your organic SEO and your PPC campaigns.
• Protecting visibility when competitors are bidding aggressively by having a strong organic presence and a website that ranks well.
• Building short-term and long-term search strategies together.

At Beyond Indigo Pets, our veterinary marketing team has a proven track record of organic SEO and PPC advertising that bring our clients real results. We know how to keep your business at the forefront of search results for pet owners in your area. Contact us today to get started on your digital marketing strategy.