SEO and PPC are an excellent dynamic duo when it comes to marketing strategies for your business. Both strategies help to maximize traffic and conversions, which, in turn, leads to a better ROI for you. However, you shouldn’t treat both strategies as separate entities. Instead, capitalize on the benefits of each, and how the strength of one can pick up on the weaknesses of the other to create a more successful search strategy. Not sure how your business can benefit from integrating SEO & PPC? Consider these six ways SEO and PPC can work together.
1. Target Locations
Have you noticed that some areas outside of your own backyard territory are bringing in a lot of traffic and conversions? Or, are there other locations that you would like to have a stronger presence in, because your competition is starting to gain exposure in those markets? While SEO can start to build out a strategy for all these additional locations, PPC can help pick up exposure in these locations immediately. This means you can start targeting specific locations and generating conversions, while the new pages and content that SEO created start to gain some traction. Once you start to notice that the new pages are ranking well organically, you can pull back spending in PPC, and allocate money elsewhere.
2. Keyword Allocation
PPC often relies on similar keywords that have been implemented into the SEO strategy to target consumers with relevant ads. However, high-cost, high-volume, or low-converting keywords can be a problem when it comes to PPC campaigns. Instead, move these keywords away from PPC and to SEO. By doing so, your cost per click (CPC), budget, and overall PPC strategy can benefit, while SEO captures users organically.
3. Higher Visibility on the Search Engine Results Page (SERP)
Within Google Adwords, there is a helpful tool called the Ad Preview Tool, which allows you to see your ads along with your competitors’ ads, and to see all organic listings. Say, for example, that your competitor is showing in third and fifth place organically on the search results page, and your website has a listing in first and second place organically, and maybe a few more scattered below your other competitors. If you aren’t already showing an ad on the page, there’s your opportunity to do so. Why? Because, you want your website to be more visible. The more your website is visible, the more traffic there will be; it also gives the impression to users that your business is established and is well regarded within the market.
4. Improve the Customer Experience
The experience that a customer has on your website has a huge impact on your brand’s reputation. Utilizing Google Analytics is a great tool to see how long people are staying on your site, how many pages they are viewing per session, and what your bounce rate is for both SEO and PPC. Say, for example, you notice in your PPC campaign that a landing page is sending users to a contact us page on your website that has a form on it, but the bounce rate is high and there are little to no conversions on the page; this means it might be time to implement a conversion rate optimization (CRO) test. Before a CRO test should be considered, dive into Google Analytics to see how your SEO strategy is doing for the same page. If you notice similar results, awesome, now you can collaborate to create a CRO test. By testing different colors for buttons, ad copy, or the overall look of the page, you can find the perfect combo that leads to more conversions and a lower bounce rate—a win-win for SEO, PPC, and your customers.
Say your business decides to host an event last-minute. It happens. You can launch a new PPC campaign within a few hours for the event, which will immediately start to send traffic your way. An SEO strategy for the event can be launched quickly as well, however, it might take a few months before traffic starts to show on your site. Since PPC has an immediate result, optimizing the landing page on your website with copy, keywords, graphics, etc. for the event, gives someone who clicks on an ad the opportunity to learn more and to, hopefully, convert. Say, you nix the idea of a PPC campaign for the event, and just want to implement an SEO strategy—but, the likelihood someone is going to stumble upon your landing page is significantly less without having a PPC campaign, and who doesn’t want to host a successful event anyway?
6. Stay Ahead of Your Competition
Use competitor keywords to your advantage. Spend some time researching what keywords your competitors are ranking well for organically and start implanting those keywords into your PPC campaign. By doing so, your ad will show above the organic listings of your competitors and could lead to more traffic and conversions. While PPC is taking advantage of these keywords, you can start working on putting together some SEO strategies to gain more visibility among your competition.
While both PPC and SEO have their flaws, they complement each other when used in conjunction. If you are interested in seeing how PPC and SEO marketing can help drive leads for your business or if you have any questions, let’s chat!