Search engine optimisation (SEO) is the process of optimising your website to achieve higher rankings in search engines, whereas pay-per-click marketing (PPC) involves keyword optimisation of different types of paid ads across Google and other networks. Both strategies are highly effective standalone, but together can actually improve brand visibility as well as conversions.
SEO and PPC are often seen as two completely separate digital marketing strategies, however, some of the best results can be achieved by combining these two strategies together. Keep reading to see five use cases of PPC and SEO working together to give you inspiration for your marketing efforts.
What are the benefits of SEO and PPC working together?
There are multiple benefits of SEO and PPC working together, one being maximising your return on investment (ROI). Both tactics can inform one another, for example SEO can inform PPC strategies such as landing page optimisation, and similarly PPC can guide SEO tactics in relation to keyword research and insights. This therefore allows you to take an integrated approach in terms of investment and ultimately boost performance of each strategy.
Another benefit is boosting your online visibility. As you have PPC and SEO campaigns running simultaneously, your brand is across all possible channels which boosts your visibility in search engines, which will help increase your chances of conversions in the long run.
SEO and PPC campaigns can also help combat seasonality dips. Almost all businesses have their moments within the year where sales are at their lowest. By integrating SEO and PPC campaigns, it keeps your brand visible online during those quieter months and at the forefront of your customers mind.
5 use cases of SEO and PPC working together
1. Targeting and testing keywords
Both SEO and PPC campaigns work when you target relevant keywords to your brand. Before you launch a marketing campaign, you should gather data and insights into relevant organic search terms and build a list of meta keywords to target. From here, you can implement the most relevant keywords for your SEO and PPC campaigns to help boost your visibility and rankings on search engines.
If there is a keyword you are considering as using for part of your SEO activities, then you should consider using a PPC campaign to try and understand where your competition is at and how relevant your website is for that keyword. This insight into testing these keywords will help you to make a decision for your SEO campaigns.
2. More relevant content for users
When analysing your results for your SEO and PPC campaigns, you can use the data to inform the content you use for each tactic. For example, PPC search ads allows you to utilise a variety of headlines and descriptions to test which of these lead to the most conversions. When you identify which ad copy, CTAs and descriptions resonate the most with your audience, this can be used as part of your SEO efforts.
Vice versa with your SEO campaigns – by analysing which pages have performed well, you can identify what content has captured your audience’s attention meaning this can be used for future PPC campaigns. This kind of insight is invaluable and can lead to higher conversion rates for your business.
3. Better audience insights
Sticking with the theme of data, your PPC campaigns can provide you with valuable audience insights that can help you shape your buyer persona, thus allowing you to devise an engaging content strategy.
Thanks to Google Ads in-market audiences, you can analyse real-time audience characteristics along with the added bonus of the keywords and phrases they’re searching for that are relevant to your campaigns. Again, this information can be used for your SEO efforts and allow for more targeted, relevant content for your ideal audience.
4. Boost your SERPs coverage
Combining your SEO and PPC marketing campaigns will help boost your Search Engine Results Page (SERPs) coverage. As your PPC campaigns are displayed at the top of SERPs and your organic SEO results appear below, when you integrate these together, the more they work together.
This kind of integrated approach gives your brand the best value when it comes to your brand’s SERPs coverage. If your customers don’t engage with your paid campaigns at the top, your organic results will still be displayed meaning you have a second chance of encouraging a conversion.
5. Optimisation of metadata information
For both SEO and PPC campaigns, you need to fully optimise metadata information in order to achieve the top position. This means optimising meta titles, meta descriptions and campaign copy with target keywords that are relevant to your campaigns and your business.
If you have a high click-through rate (CTR) for your PPC campaigns, you can extract copy from your Google ads and optimise your meta information and web copy for your SEO campaigns and vice versa with your SEO for your PPC campaigns. By doing this, you can improve your CTR and overall performance of your campaigns, whether you’re optimising a landing page on your website, or fine-tuning your paid ads.
Want to learn more about how PPC and SEO can work together?
We’ve highlighted just some of the ways in which SEO and PPC can work together and it just goes to show how powerful your digital marketing efforts can become if you combine these highly effective strategies together.
If you’d like to learn more about how PPC and SEO can work together, get in touch with us today. Our talented digital marketing team can provide you with expert advice and recommendations so you can supercharge your PPC and SEO efforts. We can also manage your SEO and PPC marketing on your behalf. Speak to us today to find out more.