PPC and SEO are highly effective search marketing strategies that frequently work independently to improve brand exposure and conversions. But combining your SEO and PPC campaigns can boost performance and provide helpful information for future campaigns. So, yes, they can integrate. Keep reading this blog to understand the techniques to get PPC and SEO working together to increase the traffic as well as the ranking of the website.
Before we can get into this, let’s take a quick look at what SEO and PPC are.
What is Search Engine Optimisation?
SEO or search engine optimisation refers to optimising the content on your website or web pages for search engines. SEO benefits the articles and keywords that appear on your website’s sites the most. This is because if you optimise these components, search engines will recognise your website and give it top placement in search results.
Most people use search engines when they need to know information or goods on the internet. SEO can significantly increase a website’s organic profit margins by positioning websites in high-ranking places on the first search engine results page for keywords related to their good or service. Various SEO tactics can be used to improve your website’s listings and climb the search engine result sites.
What is Pay Per Click?
Pay Per Click (PPC) advertising is a type of online marketing strategy in which clients pay a small fee when prospective customers click on their link. Pay Per Click has been demonstrated to be an excellent method of increasing website traffic and conversion rates.
Search engine advertising is the most prevalent type of PPC. It enables advertisers to bid for their advertisements at the top of search engine results pages using keywords relevant to their industry. (SERPs). As a result, prospective customers are redirected to a lower-cost website when clicking on their link.
Techniques to Get PPC and SEO Working Together
Now you have the basic knowledge of what are SEO and PPC. So, let’s get into the actual topic of the techniques involved in getting SEO and PPC to work together for more profit.
First-party Data Readiness
Every digital marketing campaign must take into consideration first-party data. Your SEO and PPC teams must work together to determine whether your brand is entirely conversant. For example, assume you depend heavily on Google Ads remarketing campaigns. In that situation, you may find yourself relying more and more on organic audiences.
Despite the possible strength of some of these audiences, most outperform audiences based on brand-tracked activity. Audience segmentation is an effective technique for avoiding inconsistent quality. The new global site tag and consent are still required for these target subgroups.
Optimise The Landing Page
Optimise the landing page for both SEO and PPC campaigns. Optimising your landing pages for SEO (Search Engine Optimisation) and PPC (Pay-per-click) can help you improve your online visibility, attract targeted traffic, and generate more leads and sales. As with SEO, a high-quality website is required to obtain the top position in paid search results. Using SEO techniques to optimise the website, landing page, and ads increases the likelihood that your ad will show higher in the paid results.
This could include:
- Ad copy optimisation based on SEO metadata suggestions
- Ensuring your landing pages are optimised with suitable structures, internal links, and carefully placed keywords are all ways to improve your PPC results
- Using SEO tools such as Core Web Vitals ensures that landing pages open promptly and that overall site health is as good as possible
- Conduct thorough keyword research to identify your landing pages’ most relevant and high-converting keywords
- Use keyword research tools to identify long-tail keywords with lower competition but higher intent
- Use a clear and compelling CTA on your landing pages to encourage users to take action. Make sure your CTA is prominently displayed and stands
Use PPC Data to Optimise SEO
Use the data from your PPC campaigns to optimise your SEO campaigns. Use the information on which keywords are driving traffic to your website to create high-quality content around those keywords. This will help you to rank higher in the organic search results for those keywords.
Similarly, use the data from your SEO campaigns to optimise your PPC campaigns. For example, use the information on which keywords drive traffic to your website to create more targeted PPC campaigns. This will help you improve your ads’ quality score, which will lead to lower costs and better ad placements.
Sharing The Datas
One of the most effective ways to link PPC and SEO is through data exchange on search queries. The content team can make investment choices by sharing that data and what is and is not converting.
However, sharing the search words from the in-site search and search console should be noticed. Prioritising keyword variants and knowing what current customers want and how they think will also be beneficial. Both channels should also exchange search term information so that companies can learn more about content and auction pricing feasibility.
Set up automatic report sharing at least once a quarter to ensure that all digital channels interact with each other.
Benefits of Combining Your PPC and SEO Campaigns
Combining your PPC and campaigns can offer several benefits, including:
Increased Visibility
You can increase your online visibility by combining your PPC and SEO efforts. While SEO is a long-term strategy that aims to improve your website’s organic search rankings, PPC is a more immediate way to get your website seen by potential customers. By using both strategies, you can ensure that your website appears at the top of the search engine results page (SERP), increasing the chances of users clicking on your website.
Better Keyword Research
Keyword research is crucial for both PPC and SEO campaigns. You can share your keyword data and identify new keyword opportunities by integrating the two. This can help you to optimise your content and ad campaigns more effectively, resulting in improved performance and ROI.
Improved Conversion Rates
When your PPC and SEO campaigns work together, you can create a more cohesive user experience for your audience. By ensuring that your ads and website content are relevant to the user’s search query, you can improve their knowledge and increase the chances of conversion. Additionally, sharing data between PPC and SEO campaigns can help you to identify areas of your website that need optimisation, resulting in improved conversion rates.
Cost Savings
You can save money on advertising costs by combining your PPC and SEO campaigns. You can focus your SEO efforts on those keywords by identifying which keywords are performing well in your PPC campaigns. This can reduce the need to bid on expensive keywords in your PPC campaigns, resulting in cost savings.
Increased Brand Awareness
You can increase your brand awareness by running both PPC and SEO campaigns simultaneously. By appearing at the top of the SERP for both paid and organic search results, you can increase the chances of users remembering your brand and returning to your website in the future. This can help to build brand loyalty and improve your overall online reputation.
Final Thoughts
Each discipline offers better results when they are processed individually, but by combining them, we can ensure that both the traffic as well as the ranking can be increased on the search engine result pages. We hope this blog is better for you to learn the techniques involved in combining SEO and PPC.
