Combining PPC & SEO strategies

Lots of marketers approach PPC and SEO separately, treating each as a strategy on its own. While the two do have their differences, it may be best to think of them as being two sides of the same marketing coin. There are plenty of ways that PPC and SEO complement one another, and when used in a way that lets this happen they create a more successful search strategy. Consider the following points that show how a coordinated PPC and SEO campaign can be greater than the sum of its parts.

Greater visibility

The more obvious benefit of these two entities being used together is the added exposure in search results. When a particular search term reaches the dizzy heights of ranking number one, many are tempted to reduce PPC efforts. It is important to remember though that the top two or three spots in SERPs are PPC ads. By hitting these spots yourself, while dominating the organic search results, you give searchers the positive impression that you are an authority in the market they are looking to do business in or buy products from.

Share Keyword Data

Running SEO and PPC campaigns concurrently, you are giving yourself twice the amount of data to sift through and analyze. This will allow you to find the organic and PPC keywords that have the highest conversion rates - you can use this information to refine your overall marketing strategy.

Boost your SEO strategy using the best performing PPC ad copy

By determining which PPC ad copy delivers more conversions, you will have a very good idea of what meta descriptions, tags, and keywords to use in your site pages that you want to rank organically. One benefit of using PPC ad copy for testing is the immediacy of the results - marketers and businesses can very quickly see what is working and what isn’t. Doing this ‘organically’ using A/B testing can take much longer.

You can use site search data to choose PPC Keywords

PPC advertising aims to work out which keywords your customers are using in their search queries to find services or products that your business carries. If you enable site search on your website, you gain invaluable insight into your customer’s needs and, importantly, their search habits.

You can test out strategic organic Keywords with PPC

PPC ads are an excellent way for marketers to refine an organic keyword strategy. As your long-term organic keyword strategies evolve, you should test the conversion rates of the keywords and phrases that you want to rank for within PPC ads. By doing this you will get almost immediate feedback on the efficacy of the organic keywords that you are looking for and you will be able to fine-tune your marketing strategy accordingly.

In conclusion

Combining PPC and SEO marketing strategies is going to help you to reach your target audience much faster, more effectively, and garner better results than just focussing on one. Indeed, even if you use these strategies separately you are not going to see results in the same way.