Sure, you’ll have some disagreements and you’ll have to work out some kinks, but you can’t live without each other. Sounds too good to be true for some of us. But not SEO and PPC.
In the marketing world, SEO and PPC are perfect for each other. The one complements the others faults, and both work together to expand your reach. It’s the perfect marriage.
As a business owner, you need to focus on both. To achieve a higher ROI and grow your business, coordinate a complete digital campaign by taking advantage of both SEO and PPC strategies. Consider the facts.
According to Nielsen Research, when a brand appears in both organic and paid search results, the brand attracted 92% of total clicks. With the brand only in organic results, they only saw 60% of clicks. The more real estate your brand has on any one search query, the better your chances of acquiring a converting click.
When you have a successful relationship between SEO and PPC, you’ll see your business reach new heights.
Retargeting Strategies to Combine SEO With PPC
Many organic searches have informational intent. You could be driving traffic from both organic SEO and paid marketing, but you might not see any conversions. No matter if your paid or organic campaign is the platform that drives traffic, setting up retargeting ads helps you keep your brand top of mind.
Considering that only 2% of first-time visitors convert, retargeting can become the biggest asset in driving conversions. Retargeting uses display advertisements on ad networks around the web. A factor of PPC, retargeting helps you stay ahead of your competition to get that hard fought traffic back to your site to convert.
When someone visits your site, a cookie is dropped on their browser, and as long as they stay signed in, your ads can follow them around the web so they’re thinking of your company when they’re ready to convert.
It’s working together with the same goal in mind. The perfect relationship.
Shared Keyword Data
Keywords may not carry the same importance as they once did, but they’re still the building blocks of digital marketing. They still determine search queries that can grow your business. They still inform you of how to structure your site and the way you write your content.
Keywords still give you some insight into monthly search volume and amount of competition for each query. They guide your strategy. They should be used on both the organic and paid side of your marketing strategy.
For SEO, keywords determine how you should set up your page. In paid advertising campaigns, keywords are used more creatively, selling your products with ad copy and extensions. As we’re shifting to semantics and long-tail search queries, sharing the keyword data and findings for SEO and PPC keyword research, you’ll begin to present a consistent message online, appealing to your target audience and driving qualified leads.
Whether you’re using SEMRush, Moz Keyword Explorer, or Google AdWords Keyword Planner, you should be looking at the value of a keyword from both organic and paid views.
Looking at the data and metrics helps you determine which keywords are performing and driving traffic, where you’re currently ranking organically and ad positions, as well as analytics, to paint a clearer picture of how your campaign is progressing.
A consistent message ad use of keywords across both organic and paid search campaigns gives you insight into how consumers are interacting with your brand.
Unique Landing Pages
Once the keywords are selected, generating unique landing pages for each particular topic or query helps to reduce bounce rates and improve click-through rates.
For example, we have created landing pages for various verticals and industries. If you need digital marketing and you’re a roofer, you’ll likely search for internet marketing for roofers. Through both organic keywords and paid campaigns tailored specifically to roofers, you’ll land on the page that provides the answers you need without further navigation.
This approach helps shorten the conversion funnel, improving user experience, and avoiding wasted ad spend. An optimized page that converts both organically and through paid means is a win-win for your business.
Make sure your landing pages are targeted to the right audience.
A Holistic Approach
Building your SEO campaign and improving your Quality Score can help you reach the top of SERPs in both facets. Look at what’s performing best on both ends, and adjust your strategy. From modifying a meta description to adjusting on-page optimization, you can see a higher Quality Score for your ads and drive traffic through those keywords that help you rise to the top organically.
Through the approach, you must understand how your audience is searching. Learn their intent and create unique messaging for your ads to increase interaction and increase your revenue.
Thinking holistically, remove the silos between the two strategies and take advantage of all conversion opportunities. Don’t isolate either your organic or paid campaign. They work better together. They can do more for your brand when all information is exchanged and growth opportunities are identified.
Looking At The Relationship of SEO & PPC
You want your business to be successful. You also want to make sure your strategies are working well together. PPC and SEO together is more of a relationship than you may think.
Don’t look at these different channels are separate entities. They are on the same path and lead to an increase in conversions when used together.
Think of it as a way to strengthen your brand online. You’re creating a relationship between your website, your consumers, and the search engines. Together, you can outlast your competition and win the clients you’ve been competing for.
It’s not always going to be a smooth relationship, but what kind of relationship is? As you track and analyze your efforts and the metrics, you’ll see how valuable a relationship it is when these two marketing strategies work hand in hand.