SEO and PPC: How They Can Work Together

21 October 2021

There are several ways SEO and PPC can combine to benefit your business. Whether you are using national SEO services or competing for local keywords with your PPC campaign, combining the two strategies can result in more successful campaigns.

SEO, which refers to search engine optimization, targets organic traffic. At the same time, PPC allows you to gamble with other keywords and titles so that you can capture prospects not necessarily looking for your products. However, there are no strict boundaries when it comes to these forms of digital marketing. 

5 Ways to Use National SEO Services and PPC Together

SEO and PPC both have unique benefits but operate under quite similar premises. Here are five ways SEO and PPC can buffer your campaigns and lead generation when used together, rather than separately.

1. Maximize SERP Coverage

SEO can push your business pages to the forefront of search engine result pages (SERPs), and appearing at the top of page one is the aim of all marketers. On the other hand, PPC adverts appear at the top of the page ahead of organic listings.

Using SEO and PPC can result in scenarios where your SEM (search engine marketing) ads appear at the top of results together with your organic pages. So even if the prospect skips the ads, they’ll still run into your organic listings, which is an effective way to build trust.

The business will also get more exposure because you are taking a more significant portion of the result page. What’s more, double exposure ensures your site is well represented in SERPs and gives searchers more confidence to click on your business.

2. Leverage PPC Keyword Data

SEO teams require months to measure the results of a pursued keyword. If the click-through rate (CTR) is high, the targeted keyword is deemed successful. However, if the CTR is low, the time and resources spent on ineffective strategies will be wasted.

What’s worse, low CTR is a metric most search engines use for organic results. SEO teams can leverage PPC keyword data since it takes a few days to determine whether an ad copy works. The tea can test as many PPC ad copies as necessary to identify what works.

Leveraging PPC keyword data save the business months of trying to figure out what works. It also results in a lower cost-per-click when the PPC ads are closely related to the content optimized for organic listing.

3. Optimize Landing Pages

PPC ads guide searchers to specific landing pages. Marketers often come up with multiple variations of the landing page to identify the best-performing designs. However, applying SEO strategies can be the best solution to ensure PPC landing pages are optimized and on point.

If you run SEM ads without optimizing the landing pages, you could end up wasting time and money without getting desirable results. It is vital to run efficiency tests on your landing page before you start spending marketing dollars.

Page optimization aims to increase conversion rates, which has to do with SEO rather than PPC. The two teams must align the landing page to ensure searchers who click on the PPC links are guided through the sales funnel to the intended CTAs.

4. Inform SEO/PPC Strategies

SEO teams can collect volumes of data, which is vital in informing PPC strategies. For instance, if your team has been optimizing the business for a long time, they can share keyword data with the paid ads team to inform PPC campaigns.

Similarly, the SEO team can use PPC conversion data to determine the most successful topics, headlines, title tags, descriptions, keywords, and search phrase angles. PPC data also offers an opportunity to identify hidden keywords based on search intent.

SEO and PPC collect data and insights that can benefit the other team. The marketing teams should share information and news coming from both sides to align the keywords, message, branding, and services.

5. Target Your Valuable Audience

Marketing aims to promote products and services to the right audience. Audience insights are invaluable, and SEO teams should ensure the message is clear and aimed at the right people.

PPC campaigns allow the marketing team to test ads across unique interests and demographics. For example, the business can analyze test data to determine how different age groups and genders respond to a message. Other specifics include location, household income, devices, and interests.

PPC teams can share insights from the search terms report to help the SEO team create clear, audience-targeted content complete with invaluable long-tail keywords for each segment. What’s more, the SEO team will be able to identify what groups are more valuable. 

Work With a Reputable SEO and SEM Agency

SEO and SEM are vital for online success and require well-thought-out strategies, especially since they cost time and money. Working with a reputable agency can take the heavy lifting away from your marketing team and offers trackable, measurable results.

At upfireseo, we pride ourselves on helping businesses and brands achieve strategic positioning and reach their targeted audience. We are passionate about contributing to our client’s success, and our team prioritizes ethical practices, communication, and objectivity.

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