Many people see SEO and PPC as entirely different strategies.
There are many ways for SEO and PPC efforts to complement each other and lead to a more successful search strategy.
Consider these eight ways that make integrated SEO and PPC strategy more than the sum of its components. But, firstly understand the basics.
The Basics of SEO and PPC
If you are confused about the difference between SEO and PPC, it is easy to separate them into two different categories:
SEO uses on-page optimization, including changing the metadata and keywords in the content so that search engines can crawl a site and rank it based on relevance.
Some additional factors contribute to SEO values and myths about how it works today.
PPC is a strategy by which businesses pay for advertising on various platforms. Including Google Ads, Facebook, YouTube, LinkedIn, and Instagram, to bring traffic back to the relevant landing pages on their sites.
By integrating SEO and PPC, there are many potential benefits, including increased organic traffic, increased payment clicks, savings on advertising costs, and increased profits.
But if you pick up your teams, you will never achieve those goals. So, here’s how to use paid and organic search resources to help others.
1- Improved visibility
The most obvious benefit of combining SEO and PPC efforts is the added exposure in the Search Engine Results Pages ( SERPs).
Customers are often convinced to reduce PPC efforts once they rank in search engines. However, it is essential to remember that the top two or three results for most SERPs are PPC ads.
Dominating organic and paid search results will significantly increase traffic and give the impression that you have established a particular market.
2- Share keyword data
With this, implementing organic and PPC campaigns will double the data you have to analyze. Determine which organic and PPC keywords have the highest conversion rates and use that information to optimize your overall strategy.
Use the best working PPC Ad copy from your organic content strategy.
The points that work for PPC mostly work for SEO. By deciding which PPC ads have the most conversions. You will have a better idea of how to create title tags, meta descriptions, and page content for the pages you want to rank organically for.
The advantage of using PPC ads to test page features is the clarity of the results. While systematic titling and meta testing can take a long time, you will quickly find out what works and what does not.
3- Integrate E-commerce feeds into Google Ads results
Google is doing some great things when it comes to E-commerce. You can now associate specific product pages with PPC ads.
The ad often displays the product with a review and takes the customer directly to the product page, where it can be purchased. It is a great way to increase your current E-commerce efforts.
4- Use site searches data to convey PPC keywords
The primary purpose of PPC advertising is to determine what keywords your customers will use to find your product or service.
Starting a site search on your website and analyzing frequently can provide valuable information for your customers’ needs and search habits.
5- Deal with negative PR
Sometimes, someone will say something negative about your company. It happens, and when it does, PPC and SEO efforts combine to have risk control.
The principle is the same as the first point on this list: Visibility. If you control SEO and PPC results for a while, you can customize the conversation more effectively.
An excellent example of this strategy appeared after the Gulf oil spill. Following this incident, BP took an innovative step, which was used to link PPC advertising with “oil spills.” This ad is intended to make the viewer to a specific page and share a cleaning article. In this way, BP turned a negative story into a positive one for its business; He controlled the material that people mostly see when searching for oil spills.
Other brands can use this method to tell customers about their stories.
This combined approach to SEO and PPC has made it possible to regain customer trust.
6- Social media visibility
The social media landscape is changing drastically, and part of that change is an increase in the chances of high-targeted advertising.
Sites like Facebook, LinkedIn, and YouTube (owned by Google) can deliver targeted ads to people from particular groups.
For instance, a motorcycle company effectively targeted its ideal market with PPC advertising. It selected 25-year-old men who were Kansas residents and formed a target group. Apart from this, these people are also interested in motorbikes. With the help of Facebook’s profile, the brand has succeeded in targeting this specific group.
In addition, the data you collect from these campaigns will uncover granular details about your target audience and help improve your overall SEO strategy.
7- Test strategic organic keywords with PPC
PPC advertising is a great way to improve your organic keyword strategy. As your long-term organic strategy develops, test the conversion rate of the words you want to rank for PPC ads. You will get an immediate response.
8- More Data, Better Insights
Finally, the synergy of SEO and PPC results in a larger amount of data for decision-making purposes. It allows examining similar metrics from both the SEO and PPC campaigns: Clickthrough rate, Bounce and exit rates, Time on site, Conversion rate.
This allows determining which keywords are most effective in generating sales, which bring traffic to the website, which keywords bring qualified leads. This will help you make smarter decisions about your marketing and future changes to your website. No doubt, we can get this data from PPC separately but collecting larger data from both PPC and SEO gives a better ability for eliciting actionable insights.