Paid traffic (PPC) or organic traffic (SEO), there is a never ending debate between the two, which is better. Many people regard them as separate marketing strategies. However, PPC and SEO are different modalities, they are two sides of the same coin, search engine marketing.
When these two work together, you will be rewarded with knowledge, learning, magical insights, and results that neither of it could get on its own.
These channels when aligned together can help improve your overall performance.
SEO is one of the most powerful PPC tools, and vice versa. Here are seven ways how both work together.
1. Avoid Paid Keyword Traps.
It is a good standard practice to share keyword information. Often certain keyword types can have subtle differences and end up aligning with the wrong intention. So, it is essential to understand the intent of search terms to avoid keyword traps.
SEO-based marketers are masters of understanding search intent so a partnership between SEO and SEM is crucial.
For instance, any restaurant POS software is bidding on keyword “for restaurants” but they don’t sell phone systems! This is the broad auction under conditions that contain “restaurant.”
This is why Google has become a casino for advertisers. The restaurant POS software marketing team is betting on the simple opportunity that restaurant managers looking for a phone system are also in the market for point-of-sale software.
While this may work, there is likely a risk of losing a lot of money. Restaurant POS software companies backed billion dollars are in a comfortable position of taking.
You must study your search results to master the art of understanding keyword intent. Depending on the types of results, Google often reports its own interpretation of a search term.
If you search on Google “sales funnel”, the SERP indicates you are looking for the definition of a sales funnel.
The results are mainly SEO style definition, so it is clear that a product page will not rank for that query.
For small businesses, there is a huge disadvantage as they can’t afford to bleed into paid ads like the giants. We recommend startups to prioritize SEO efforts to avoid the real din of paid ads with big companies.
What is the end result?
SEO typically looks at SERP cues to ensure the content posted matches Google’s organic search results and eventually offer a high degree of satisfaction. With this there is a question lingering in the mind, that how useful is the content for researchers doing the job they need.
This is useful when there are possible keyword traps, like phrases and words that sound good, but have a double meaning or incompatible intent.
2. Share PPC Information on high-performing titles
When SEO team researches a new keyword, it can take months to see any measurable results. You can achieve success when the correct keywords and the correct phrases are targeted.
However, if your engagement and click-through rate (CTR) are low, even if you’re on the first page, you’ve spent your time and budget circling an SEO hamster wheel.
PPC is the exact opposite of it. Usually in a few days with a low investment, you will know if the ad copy is working or not. Therefore, you can use PPC for quick and short-term results, and use the information to drive broader SEO strategy.
Try as many different advertising texts as possible, until you have the data to back up your campaigns.
Here are a few things to test:
- Titles, title tags and description copy.
- Keywords and topics.
- Specific keywords angles.
- Variants of the landing page.
- New message about the product.
PPC campaign results will disclose the effect of each title on clicks, bounce rate, goal achievement, time spent on the page, and more. If you run tests for longer, you can learn how the demand for a specific keyword fluctuates every month, thus helping you set more precise expectations with your SEO team.
Use PPC information to choose the best topics, write and optimize your headlines and descriptions, and align with the needs and expectations of your audience.
3. Optimize your landing pages to reap the benefits of both SEO and PPC.
Optimizing the landing pages helps you save a lot of money and efforts on ineffective content experiences. So, do not spend money on paid ads without running effective landing page tests.
Three important actions to take:
- If you have a non-indexed landing page, conversion oriented, designed for PPC advertising. Your main goals for conversions include filling forms, live chat requests, demo requests, etc.
- If you work with the SEO and CRO teams to create new landing pages with smart assumptions. Your ultimate goal is to divide these pages and result monitoring.
- If you are working with the SEO team to create an independent, more extensive educational piece on a topic, your goal is to generate organic screwibility.
Ultimately, marketers must create an immersive search engine marketing strategy.
For instance, a buyer searches for your brand/product name, clicks on your PPC ad, stays for a minute, and then leaves the page. After a few days, when they are looking for guides to help them choose a solution, it leads them to informational content you produced on the same topic.
When they click and browse the online listings, your brand is on their radar. They get used to its tone, images and messages. If they liked what they saw through your PPC ads, next time they will search for your name in the organic search results.
In brand marketing, what is repeated is remembered.
An example of this is given by SEO expert Rand Fishkin, who said that if you listen to a song repeatedly, and even if you hate it, you will subconsciously sing it. The same applies to brand name, when you see a brand name again and again, you accept that the company behind it must be big and probably trustworthy.
4. Work together to Raise SERP dominance.
It is no longer enough to have a number 1 position for your target keyword in organic search results. There is so much competition on Google Results Pages, that you need to keep busy with digital space as possible.
PPC and SEO can help increase exposure on SERPs and by combining the two together you double the exposure and chances at increasing traffic. When a user enters a search query on Google, they are presented with 10 organic listings and paid ads at the top. With PPC and SEO working together, they focus on similar keywords, increasing the chances of your website’s listings showing multiple times per search.
If you look at it from a number perspective, then you get 10 Organic Listings and 3 Paid PPC Ads which amounts to 13 total results. If your website ranks on page 1 along with 1 PPC listing, you dominate 15% of the SERPs listings.
The list of SERP features that could drive your organic success to the bottom of the page are many. It includes:
- Rich snippets
- Google Shopping results
- Knowledge sheets
- People ask
- Video carousels
- Image packages
- Localized results
It can allow your SEO team to feel defeated, doing all that work to get organic # 1 ranking only to be unwillingly stopped by Google’s UX schemes.
Although this is a challenge for some marketers, you can still fight with smart collaboration between SEO and PPC.
In addition to Google’s questionable ethics, you should keep bidding on high-value search terms that you’re already ranking, to achieve SERP dominance.
5. Disclose the “hidden keywords” in the customer’s journey.
It’s not realistic to expect every keyword, blog post, landing page, and paid ad to convert visitors into leads. However, you just not have to create content for lead generation but instead focus on educating the niche audience.
This is because all routes lead to the user’s intention. Your keyword research should focus on transaction, research, and education.
Depending on the buying process of audience, you need to group your keywords for SEO and PPC campaigns into:
- Educational: This includes guides, tutorials, resources, questions like ‘how,’ ‘what,’ and ‘why’, examples, tips.
- Solution: This includes reviews, integrations, comparison, superior.
- Transactional: This includes asking for a free demo, trial, purchase, prices.
Advertisers should focus more on bidding on solution + transactional keywords.
Here, you need to align with your PPC team on the following:
- What keywords have a tolerable CPC (cost per click) + high conversion rates?
- What keywords have the best CPA (cost per acquisition)?
- What keywords are the most profitable?
- What keywords are really generating significant pipeline value?
- What keywords have the best close rates?
- What keywords generate the longest LTV clients?
It is at this crossroads where the greatest SEO and PPC magic come true.
6. Use information from the audience to test and clarify the messages
We have already mentioned how important PPC campaigns are compared to SEO is to get instant results. Another great advantage of PPC is that it tests ads based on various interests and demographics.
You can analyse details like:
- Age groups
- Household income
The Biggest Advantage of audience targeting is that you can test specific brand and product messages against numerous demographics and interest groups. Some businesses claim to have mastered the art of personalization based on the visitor page of the website’s traffic segment, but we have yet to see a company do it excellently.
Here is a pro tip for you: In your Google advertising platform (formerly Google AdWords) check out the search terms report to find long-tail gold mines. These are the search terms that truly generate clicks on your phrase match campaigns.
With this exclusive wealth of knowledge, you can better inform your SEO strategy by unlocking hidden long-tail opportunities, aligned with your different target audience segments.
7. Apply PPC conversion to your SEO plan.
We follow the classic pillar grouping model to rank extremely competitive key terms such as VoIP (80,000 mind-blowing monthly searches), supported by adjacent plus queue content are all crisscrossed.
It is not just an internal linking mechanism, but it helps your website develop authority and timeliness. Over time, Google begins to associate the brand with important notions and entities. This is how you go beyond SEO 101 and unlock SEO dominance.
The ranking for a keyword of 80,000 monthly search volumes is pretty good. But it is still better when you are at zero with excellent snippet taken.
Your PPC team works like a stockbroker, optimizing for the best return on investment. This means that the PPC marketing campaign reports tell which keywords:
- Convince more visitors to become potential customers.
- Cause the most participation.
- Lead to most buying.
- Are the most money-making.
What is the end result?
PPC conversion data is prevailing. When you match the keywords to your SEO goals, you can emphasize your organic SEO efforts on the keywords that can make the biggest difference to your organic search traffic, comprising brand awareness, engagement, and gaining new customers.
It’s no longer about PPC vs SEO – it’s about developing a rounded approach to search marketing, increasing your competitive advantage over top performing channels, and reaching your target customers exactly when (and how) they’re looking for you. When it comes to choosing between PPC or SEO, we advise you combine both efforts to maximize your digital marketing strategy and get the most out of your online presence.
If you need more information on this and need help to take your digital marketing campaign to the next level, contact us today. Our SEO experts are always available to help you out. We are happy to put together a custom quote for a PPC and SEO plan for your website to help meet your specific goals.
Having mastered every aspect of Social Media Marketing, Gurpreet Singh employs his leadership qualities as Social Media manager. He believes that writing is an effective medium to communicate to many. He considers his blogs as the medium to share his perspectives about the changes in the industry.