We are seeing a number of new update in algorithms that are affecting the SERPs. Google continues to improve how content is being shown to the customers through organic and paid listings. Due to which, SEOs are trying to experiment different strategies to get more ROI.
Most of us use SEO and PPC with completely different strategies. Although they are 2 different things, there are different ways in which both can complement each other. We can consider them as two faces of the same coin i.e. Search. There are ways by which we can achieve a higher ROI by integrating PPC and SEO.
- 1 Consider the following strategies that make a coordinated SEO and PPC strategy more powerful than the sum of its parts:
- 2 Integrating the Goals and Metrics of Both
- 3 Production increment
- 4 Increase efficiency of campaigns by combining keywords
- 5 Matching Ad Copy with the headline of the Landing Page
- 6 Expensive PPC to cost effective SEO
- 7 Real-time Experiments
Consider the following strategies that make a coordinated SEO and PPC strategy more powerful than the sum of its parts:
Integrating the Goals and Metrics of Both
By using the data of both the teams, the behaviour of the customers can be understood more accurately. Combining the PPC data with organic metrics will give deep insights of how the customers are using the digital properties and how they behave once they leave your site.
It doesn’t make any sense in keeping both of them apart as both can benefit each other. Keeping them apart will isolate the critical information and will reduce the productivity level of even the most powerful online campaign.
Increase efficiency of campaigns by combining keywords
Keywords are the base of every SEO or PPC campaign. Both the teams do keyword research to find the keywords that best align with the target audience’s behaviour. Consumers use long tailed keywords more than the single term while searching. Combining the result will allow both the teams to choose the perfect keywords.
Matching Ad Copy with the headline of the Landing Page
When a visitor click on the listings (it can be PPC or SEO), he expects to reach on a page that closely matches the listing heading otherwise, the customer will bounce. This procedure should be followed till the conversion rate. Now the issue is that the PPC team spends too much on perfecting the ads, but don’t have much control over the landing page’s attribute. On the other side, SEO team has full control over editing the client’s website. So perfect ads by PPC and matching heading and content with SEO can result in desired benefits.
Expensive PPC to cost effective SEO
In many industries, targeting some keywords in PPC is not cost effective. It will be a good strategy in which we can optimize the costly PPC keywords by SEO and using the PPC for cost effective keywords. This will help the PPC team in redistributing the budget elsewhere. This will help in getting the organic and paid listings on the first page.
The delay between the optimization and impact is the biggest issue in SEO. While in the case of PPC, immediate results i.e. visibility, clicks and conversion can be seen. So this beauty of PPC can be use to experiment some keywords and use them in SEO after watching the results.
The above factors confirm that with the right SEO team, you can improve ROI in almost every PPC campaign.
Co-founded WebSpero solutions about a decade ago. Having worked in web development- I realized the dream of transforming ideas sketched out on paper into fully functioning websites. Seeing how that affected the customers’ generation of leads and conversions, I wanted to delve deeper into the sphere of digital marketing. At Webspero Solutions, handling operations and heading the entire Digital Marketing Field – SEO, PPC, and Content are my core domains. And although we as a team have faced many challenges, we have come far learning along and excelling in this field and making a remarkable online reputation for our work.
Having worked in building websites and understanding that sites are bare structures without quality content, the main focus was to branch into optimizing each website for search engines. Investing in original, quality content creation is essential to SEO success in the current search climate. Succeeding in this arena ensures the benefits of producing visitor-friendly content. Directing all our teams to zoom in on these factors has been a role that I have thoroughly enjoyed playing throughout these years.