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How can you use PPC and SEO together?

PPC (pay per click) and SEO (search engine optimisation) are separate digital marketing channels which serve unique purposes for advertisers. The ultimate aim of both channels is to attract valuable traffic to your site and grow or maintain brand visibility online.

Both channels have their own pros and cons – and choosing which one to focus on can be tricky. But, have you considered thinking about how the channels work together? You don’t necessarily have to choose between SEO or PPC – why not use them in conjunction to produce potentially better results for your business?

There is more than one way of going about this – and the two channels complement each other differently depending on which route you decide to take. Today, we’re going to list some of the possible benefits of coordinating your SEO and PPC strategies.

 Increase visibility
It goes without saying that combining the two methods is a way of gaining brand exposure on SERP (search engine results pages). Pay per click methods are the fastest route to a high position on SERP. Improving your position through organic methods is also an effective marketing strategy – but, it can take more time for you to notice a huge difference. For example, adding content to your site with the right keywords and links is a crucial method for any business – but you’ll need to work on it and ensure you’ve got a smart approach.

If you want to be seen by users who are searching online – then you’ll need to show Google that you can genuinely offer solutions to your audience. Combining PPC efforts with SEO is a way of maintaining your position long-term and giving the impression that you’re a fully established and authoritative brand in your market. 

Encourage more visitors to return to your site
Once your SEO efforts begin to drive results for your business and you’re ranking higher on SERP – you might need that extra push to ensure you’re staying in those top positions. It’s not uncommon for potential leads to change their minds and leave your site while browsing. For example, they might just want to compare your product, service or pricing with another site before making a purchase. If this is the case, it’s likely they might forget to come back to your site.

While SEO is great for driving traffic, PPC is often needed to capture your visitors and encourage them to continue to use your service. We recommended PPC remarketing to ensure you’re not missing out on potential conversions. Remarketing is a form of digital marketing that ensures you’re squeezing as much value as you can from each click on your website. It’s a way of reconnecting with the users who leave your site before completing your desired action. The action might be a purchase, an email sign-up, a video view or getting in touch.

You can choose who to target with a remarketing ad depending on their interaction with your site. Let’s say somebody clicks on a specific product and looks at information such a price, size or stock – then it’s more than likely they are interested in making a purchase. If they leave your site, you can later target them with a remarketing ad – perhaps offering a promotion or simply reminding them to complete their transaction.

It’s much easier for a user to click on an ad than it is to search again for a product or service. This is a great opportunity to make sure your SEO efforts are paying off and leading to conversions.

Use PPC ad copy to inform your content
Remember, what works in PPC is likely to work in SEO – especially when it comes to content. We recommend paying attention to the ad copy that performs the best with your audience and applying it to your SEO content strategy. Measuring the type of ads that result in the most conversions is a way of knowing how to create better meta descriptions on your webpages, better title tags and more user-friendly page content.

Organically testing titles, meta descriptions and content can take a while to really gain results and understand patterns. On the other hand, PPC can provide you with instant data and results on performance. Once your PPC ad is live – it won’t be long at all until you know what works and what doesn’t. PPC results are a great way of producing search engine and user-friendly content.

We also recommend tracking your highest CTR’s for your PPC ads to think of new topics for blog posts, articles or other interactions with your audience. Clicks are a great indication of what people want to hear more about!

Use your PPC keyword data
This is by no means a new concept – but it is certainly worth mentioning when talking about these two digital marketing channels. PPC ads provide us with a realistic and reliable way of testing how well a keyword is working. They enable us to see which words have already been searched, which words have been clicked and which words (or phrases) led to a conversion. This is a way of simplifying your SEO strategy before it’s started.

Using data from your PPC campaign means you will have a better understanding of the type of words and phrases you should be including when it comes to producing search engine-friendly content. By using both methods, you won’t have to wait for your site to appear in organic search results to receive your traffic and keyword data. It’s never too late to add PPC to your digital marketing mix – but we do suggest starting with both, so that you can avoid some of that waiting time when it comes to SEO.
 

ppc and seo

Final thoughts
Hopefully you have more of an idea of how combining PPC and SEO can lead to more impressive results and an overall improvement in your digital marketing performance. While running the two channels at the same time – you’ll have more valuable data on your campaigns and your target audience. You’ll also be able to uncover any unexpected patterns when it comes to interacting with online users.

Both SEO and PPC and constantly improving and adapting to Google’s new algorithms – so it’s best to keep on top of any significant changes to make the most of your marketing efforts. If you want to learn more about PPC, SEO or using both channels to meet your goals – then please get in touch with our London team.

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