13 February, 18
SEO and PPC (also known as SEM—search engine marketing) are key terms in the digital marketing world. Many people make the mistake of viewing them as an “either-or” prospect and include either SEO or PPC in their marketing budget. In reality, SEO and PPC are the yin and yang of digital marketing and have maximum impact when they are used together.
Integrating SEO and PPC can have a strong improvement on your digital marketing efforts. Here are five steps to developing an integrated SEO and SEM campaign.
PPC, on the other hand, uses keywords to help further build relationships and ultimately produce conversions. PPC is great for those users who have done their initial searches and are further along in the conversion funnel.
Both teams conduct keyword research to identify terms that align with their target audience’s online behavior, project traffic growth and drive qualified conversions. By sharing data with both the SEO and PPC teams, you can offer coordinated messages that keep your brand at the forefront and help secure qualified conversions.
For example, SEO teams can’t report on what term brought a user to a site organically. However, they can use Search Query Reports from AdWords to identify which keywords and search terms are trending. This in turns helps them develop content with the user in mind. The PPC team can easily and quickly see which copy and calls to action (CTAs) improve click-through rates and conversions. This information can be shared with the SEO team, to help increase CTRs and conversions.
This is especially valuable when writing product descriptions or brand pages for e-commerce clients. Using the Search Query Report allows SEO practitioners to recognize which search terms are trending and tailor on page content towards these terms. Your SEO team may have used the search query report to find popular “How To…” queries to produce creative content, such as infographics and eBooks. There may even be opportunities to create new landing pages or extended landing pages from reviewing PPC keyword data, focusing on impressions, clicks and sales.
Some PPC words have the potential to drive large amounts of traffic. Often, these words are expensive. If that’s the case, focus your SEO and content efforts on these words to get the most bang for your buck.
And don’t forget to use SEO and organic data to plan your PPC strategy. Are your PPC efforts reaching users during peak times? Or are you spending your dollars when users aren’t searching? Look at organic traffic trends and see where your PPC efforts can complement—and capitalize on– organic traffic trends.
Improving your quality score is crucial, because it affects your keyword CPC and your ad position in the search results. Use SEO content writing skills to boost keywords with low quality score. This can help improve your ad rank, reducing your cost per click, and improving engagement and conversions due to targeted, relevant content.
This is another great example of how SEO and PPC can work together for better results: SEOs control the landing page optimization for organic search, but by optimizing quality scores, they help PPC efforts, too.
Your SEO and PPC teams can work together to help make this happens. How? The SEO team creates the landing pages linked to the ads. By working closely with the PPC team to ensure the ad copy and look matches the landing page—headlines to CTA—they can direct the user further along the conversion funnel. By providing engaging, impactful copy, and a cohesive user journey, these landing pages can help convert visitors into buyers.
The Bottom Line
The old adage is true—it takes a village, or at least a PPC and SEO team, to develop an effective, integrated digital marketing campaign. Don’t view PPC and SEO as separate efforts. Instead, bring the two together to increase visibility, effectively measure results, and drive traffic and conversions.