When we talk about online marketing, Pay-per-click (PPC) and SEO (Search engine optimisation) are considered as separate entities. But in reality, they are two sides of the same coin called Search engine marketing (SEM).
SEO is a method used for increasing a website's organic traffic through enhanced visibility and site authority. Whereas, pay-per-click is used to generate traffic with the help of targeted advertisements on various search engines.
These two modalities may seem different, but they have similar goals, i.e., increasing traffic, leads and conversions. By considering them as separate strategies, businesses tend to limit their reach and potential ROI that can be gained through their search marketing efforts.
Hence, it is very important to understand about SEO-PPC integration. Additionally, this can also help E-commerce businesses elevate their performance and raise their bottom lines.
To fully understand the relationship between these two marketing methodologies, let’s explore these indepth tactics, and precisely assess the process of integration between them.
1. Keyword research
Both SEO and PPC, heavily rely on keyword research to determine the topics or keywords that are frequently searched by the target audiences. By focusing on only one of these marketing practices, we might miss-out on making the most of these valuable searched terms and keywords.
A mix of both can help the businesses optimize their website and gain better ROI. On one hand, the data from SEO keyword research can be used in PPC campaigns to implement proper bidding strategies. While, on the other hand, advertisers can harvest information from the PPC campaigns and include them in their website to increase visibility.
2. Search term performance
Leveraging accurate data can play a crucial role optimizing search term performance..
In order to do so, SEO experts must optimally utilize the search term reports from Google Ads and PPC campaign managers must also focus on Search Console performance data. The keyword research tools can provide better guidance and the actual performance report can provide better results. Along with avoiding a lot of mistargeting, it also helps in the generation of a holistic strategy for optimal performance.
3. Maximisation of SERP coverage
When a brand runs PPC advertising, they appear at the top of the search results, making it the first thing web surfers see.
When combined with SEO, brands can potentially increase the SERP coverage. They can showcase ads at the top of the SERP while organically ranking in the list below. Therefore, if a user skips the ads and directly jumps to organic rankings, the brand website will still be able to grab their attention. This will allow the site to gain double exposure and ultimately increase the click-through rate of the company’s website.
PPC advertisements are very well-structured and formatted to increase traffic as well as conversions. This means that we can access the best performing ads by looking at their click-through rates. This will give us quality insights into what keywords to use and then we can relate it to SEO titles and meta descriptions. This will help us to use the most searched keywords for our titles and descriptions.
The reverse of this is also true, we can assess SEO titles and descriptions in terms of click-through rates and quality, and then use the findings to generate a PPC ad copy.
5. Conquering the competition
Competitors play a significant role in rankings for both organic and paid searches.
On the PPC end, understanding who is paying the most for ad positions and dominating SERPs can help SEO. Likewise, by assessing the SEO structure of the competitors, PPC campaigns can be optimized efficiently.
Both SEO and PPC, can utilize these insights for conquering the competitors in the areas of search and strategy.
A lot of insights can be gained by looking into the engagement, exit data, and traffic. Basic metrics of how the users navigate the websites, can be very important, especially for building remarketing strategies to important pages. By driving traffic from organic search, the paid search can be further used to support the customers in their journey on the website. In other words, SEO can open the door to traffic and PPC can continue engaging the visitor.
The bottom line is that the working of SEO and PPC together in the areas mentioned above can help in the creation of an effective strategy. This will help businesses achieve multi channel success.
Google or other search engines are probably the most competitive place on the internet. Therefore, SEO-PPC integration is very crucial for businesses wishing to become the top contenders. Moreover, as Google continues to implement changes to both PPC and SEO, the best way to thrive under the new paradigm is to ensure that PPC and SEO are in close contact.