It’s a common misconception that PPC and SEO are the downfall of one another; two rivals fighting to stay relevant. But in reality, what one lacks the other makes up for. In actual fact, these services need to increase collaboration and communication with one another in order to develop stronger strategies that achieve the best possible results.
Pay-per-click advertising is a method used by businesses to drive traffic to their site by paying for ad space at the top of Google/Bing search engine results, or through other features like Google Shopping, Youtube ads, and Display ads. Advertisers will pay each time their ads are clicked, ultimately buying visits to their site, and will bid for ad placements within a search engine’s sponsored links. SEO, on the other hand, aims to generate traffic to your site organically. This approach involves technical and creative factors using relevant keywords and phrases to help improve search engine ranking and, ultimately, the visibility of a brand.
An integrated approach to your SEO and PPC strategies can ensure maximum visibility for your business within the search engine results page (SERP). It may seem as though PPC can be put on the back burner as soon as your organic listings are dominating the top three positions. However, paid ads continue to overshadow organic results on most screen resolutions and for keywords with high commercial intent (the searcher is at the stage of potentially converting), paid search links appear to be the most attractive. Also, if your site is listed amongst both the top paid ads and top three organic listings, your business will appear more credible and prominent in comparison to competitors.
Sharing key data
Two heads are better than one. Bringing together data and collaborating can help you make smarter choices to ensure your online marketing strategy is a success. Since Google removed Content Keywords from their Search Console, this has restricted SEO from trying to determine which keywords are most popular and driving traffic. To fill this knowledge gap, the Search Term report in Adwords used by PPC, would provide invaluable data for SEO to help determine which keywords are the most influential and should be prioritised.
Testing keyword strategies
The impact of a PPC campaign can be seen almost immediately, allowing you to experiment in real-time and test certain hypotheses before committing to SEO campaigns, whereby results take their time to surface. Keywords can then be tested to help SEO determine which keyword groups are going to drive the most conversions. By split testing PPC headlines, descriptions and images, this can also give SEO an idea of which variables need to be utilised on the site.
This works vice versa too. PPC can discover top performing pages through SEO and look to push those products and target related keywords and terms through their campaigns, optimising conversions further. Also, if PPC want to push a certain product or brand, SEO can include certain words or phrases on those pages, which can help with quality score and ad rank in terms of how relevant their ads are to the desired landing page.
Minimise bounce rates and reduce average Cost-per-click
You don’t want to deceive your visitors and they are most likely to bounce if ad copy doesn’t match with the landing page content or page headlines. Also, improving the landing page experience that your ads are directing traffic to will help significantly reduce average cost-per-click.
SEO uncovers high performing long-tail keywords
Consumers are increasingly using long-tail phrases when trying to find what they are searching for online. So, it is becoming crucial for marketers to discover keyword terms that are outside tracked lists and are otherwise ignored. SEO can help uncover these hidden long-tail key terms that are driving high quality traffic, which can then be utilised within PPC campaigns and used to expand their keyword set.
Reduce PPC Ad Spend
When it comes to expensive keywords, SEO can step in to help save PPC from investing in keywords that are simply not cost-effective. Through communicating which keywords are important yet expensive, SEO can push these keywords to rank organically in SERPs. An added benefit to this approach is that the money saved can be invested elsewhere for PPC campaigns.
Bring visitors back
The first stage each visitor will go through when intending to buy online is seeking information. It is a well known fact that in the first instance 96% of traffic from organic searches will not convert as they are are not at the potential purchase stage of the sales funnel. Therefore, organic results are more likely to draw in visitors trying to familiarise themselves with your business and what you have to offer. Once these visitors leave, they can be brought back through intelligent and carefully planned PPC remarketing campaigns.
The benefits of an integrated online marketing strategy are endless. If you’re interested in growing your business online, get in touch with our Business Development team today on 01642 633604.