We at Seven Ages Design have long rallied around the benefits of Pay-Per-Click marketing. A PPC campaign boasts a relatively low barrier to entry alongside high levels of ROI, all while being relatively quick to design and implement. While this sounds ideal in and of itself, there’s a surefire strategy guaranteed to take your PPC campaign to new heights: coupling it with a well-conceived and dynamic SEO strategy. Below are just a few of the most impactful ways we’ve discovered that PPC and SEO can work together to help businesses maximize their strategic goals.
1.) Remarket to Old Visitors with PPC
At their core, the goal of using either of these two forms of digital marketing is to increase your website’s viewership and drive more conversions. However, you might be asking: “Why should I employ PPC when SEO is known to deliver high-quality and long-lasting results?” Even if your SEO strategy has already been delivering a great ROI, that’s no reason to get complacent or think the two have to be mutually exclusive. As a matter of fact, we at Seven Ages Design think that SEO and PPC are best when working in conjunction. Google has recently made a stronger case for why integrating PPC with SEO is so crucial to success: even when organically ranking first for a keyword, 50% of clicks they got from ads were not replaced by clicks on organic results. What does this mean for you? It means that with the proper mix, remarketing with PPC, and a highly-refined SEO strategy, businesses can effectively double their clicks and chances of conversion by ranking number one with paid and organic search for chosen keywords. The trick is to find a team who can strike the right balance between the two strategies and deliver those kinds of results.
2.) Integrate Social Media Advertising to Refine SEO
Social media is always changing and one of its most dramatic transformations involved the increasing presence of targeted advertisements across multiple platforms. Sites like Facebook, LinkedIn, Pinterest, and YouTube offer advertisers the ability to effectively advertise to extremely specific populations. Businesses can take advantage of this new advertising platform by conducting analyses of the data collected from well-performing >PPC campaigns across their social media channels. This data, no matter how niche it is, gives businesses greater insight into who their interested customers are. With this information, businesses will possess the tools they need to refine their SEO content and keep those customers interested and clicking around their site.
3.) Share Keyword Research Between Methods
Keywords are used in PPC marketing to foster ongoing relationships with consumers who are further down the sales funnel. In SEO, they’re used to dictate the content strategy of a website. While the role of keywords might differ between the two strategies, businesses will benefit from sharing individual keyword performance data between their PPC and SEO campaigns. If a keyword performs really well within an ad, it would be wise to use that same keyword throughout their content for SEO purposes. Alternatively, a business which heavily invests in SEO will have a detailed list of organically high-performing keywords they can use when they launch paid search campaigns. With more people than ever using voice search and long-tail phrases on search engines, sharing keyword research is increasingly important. By employing a coordinated effort between the two, businesses can easily guide customers from a quality first impression via keyword-latent SEO content to a final purchase via expertly curated, paid-search copy, or vice versa.
4.) Build Your Brand with Both Methods
Integrating SEO and PPC can act as a vital stepping stone in reaching potential customers and becoming a household name for your current clientele. By outfitting paid search ads with enticing copy, businesses can compel potential customers to visit their website and even follow through with a purchase. These same PPC campaigns will only become further refined as businesses collect data and implement the right combination of keywords to encourage more visitors to click on their ads. Once the exact formula for effective PPC advertising is realized, organizations can then load their sites with engaging SEO content, geared toward promoting conversion. As your site’s ranking for paid and organic search increases over time, more people be inclined to click on your ads because they recognize your brand and see relevant meta-descriptions. Using PPC and SEO guarantees that your site will occupy valuable real estate on the search engine results pages (SERPs) for your chosen keywords.
SEO and PPC boast their own distinct advantages for organizations who take the time to use them to their fullest potential. A website using great SEO tactics is both easily found and consistently used by the general public, while websites publishing effective PPC advertisements are undoubtedly yielding more conversions from their selected target audience. However, in order for a business to ensure the success of their web marketing, both strategies should be used in tandem.