The online search landscape has changed dramatically over the past two decades.
Today's results are much more dynamic and personalized, making appearing in Google's featured results a huge challenge.
The old 10 blue links were easier to reach.
Today, any results page is flooded with multiple elements, with much more vitality than before and with richer context.
Take a quick look at how search results are displayed today:
SEO and PPC - SERP History
As the search engine evolves, marketers must evolve with it, combining SEO and PPC strategies.
They are no longer focused solely on being the first, but rather on achieving the best positions on the first page of Google.
Both SEO professionals and PPC experts help website owners increase their visibility in search results.
But how to choose the right strategy for each website?
How to find and maintain the delicate balance between paid strategies and achieving your goals by generating organic traffic?
Your industry in search results
To successfully embrace Google's changes, it's more important than ever to understand how search results impact your specific industry.
To choose the strategy that will allow you to stand out from your competition, we suggest exploring your market and evaluating the competitive search landscape with SEMrush, through a process that we will guide you through in this article.
1.- Research your local competition in SEO and PPC
Both SEO and PPC are powerful weapons to get well-defined traffic to your website.
But which of the two strategies should you focus on first?
If you prefer a data-driven approach to decision making, you'll be sure to make good use of our recently launched CPC Map tool .
This interactive map shows the average cost per click in a particular region for a specific niche.
With this valuable map, you can analyse the cost of advertising in different regions of your country and compare both average CPC and volume for 17 different business sectors.
SEO and PPC - Spain Map
Let's imagine for a moment that you are a marketing agency based in Madrid.
Using the CPC Map, you can see that promoting your services via CPC can be extremely expensive, email list providers in france as the average cost for this sector is €2.32.
In this case, you should consider focusing more on an SEO strategy to attract more organic traffic.
If you are from Aragon, on average, you will spend €0.38 per click to advertise your services in this geographic area.
This means that competition for paid advertising in this area is much lower and a paid campaign can provide you with a higher ROI.
SEO and PPC - Sectors
Another interesting aspect of the CPC Map tool is that you can check the average search volume for your niche at a local level and thus better understand the existing demand for your services in that specific area.
SEO and PPC: 4 data-driven tricks to combine organic and paid strategies
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