People tend to approach SEO and PPC (Pay-Per-Click) as completely separate strategies.
And while they are different in many ways, it can be useful to think of SEO and PPC as being two sides of the same coin: search. The main goal for both paid and natural search is fundamentally to drive qualified traffic to your site.
These are the ways in which SEO and PPC marketing can, and should, work together:
The main benefit of combining SEO and PPC efforts is added exposure on the search engine results pages. Dominating the organic and paid search results will greatly increase traffic, and give the impression that you’re an established presence in a particular market.
Share Keyword Data
Simultaneously running organic and PPC campaigns gives you double the data to analyze. Determine which organic and PPC keywords have the highest conversion rate and use that information to optimize your overall strategy.
Use Best Performing PPC Ad Copy to Inform Your Organic Content Strategy
What works for PPC often works for SEO. The benefit of using PPC ads to test page attributes is the immediacy of the results. You’ll know pretty quickly what works and what doesn’t, while organically testing titles and metas can take a long time.
Use Site Search Data to Inform PPC Keywords
The main objective of PPC advertising is to figure out which keywords your customers use to find your product or service. Enabling site search on your website and analyzing the terms that are frequently used, can give valuable insight into your customer needs and search habits.
Combat Negative PR
When someone says something negative about your company, combined PPC and SEO efforts can be great damage control. You can guide the conversation more effectively if you control the SEO and PPC results for a certain term and tell your side of the story.
Social Media Visibility
The social media landscape is changing dramatically and part of that change has been the emergence of highly targeted advertising opportunities. Sites like Facebook, LinkedIn and YouTube can serve up ads targeted to incredibly specific groups of people. The data that you collect may provide details about your target audience and help refine your overall SEO strategy.
Test Strategic Organic Keywords with PPC
PPC ads are a great way to refine your organic keyword strategy. As your long term organic keyword strategy evolves, test the conversion rate of the words you want to rank for with PPC ads. You’ll get immediate feedback on the effectiveness of the organic keywords you’re after and can fine tune your strategy accordingly.
There are many areas to focus on when driving synergy between PPC and SEO, but the net result of this integration remains clear — a larger share of search results and more visibility for your brand.