In most digital marketing companies, SEO (Search Engine Optimization) and PPC (Pay Per Click) marketing activities are handled separately. Some online companies even consider them as substitutes for each other, and digital marketing managers choose to invest in SEO or PPC marketing activities at once. This is a mistake. SEO and PPC strategies should go hand in hand to realize the full potential of the website in the SERP (Search Engine Results Page).
Here in this article, we will discuss how SEO and PPC experts combine their strategies and work together to achieve business goals.
Does PPC affect SEO or SEO affect PPC?
Well, technically speaking, SEO and PPC do not affect each other. Having said that, just increasing your PPC advertising budget will not help your web pages get a higher ranking in the SERP, and a better ranking will not affect the effectiveness of your PPC advertising.
However, SEO and PPC experts can cooperate in some way to improve the overall effect of SEM (search engine marketing) activities.
SEO and PPC professionals can work together to increase the visibility of search engines
With PPC advertising, you can display web pages at the top of search results. In this case, searchers will first notice your ad.
When combined with SEO, you can display a PPC ad at the top and an organic list below.
In this way, your brand can dominate the SERP and bring better exposure opportunities for the target keywords.
If your website frequently appears in search results, your website will be more likely to get these valuable clicks.
Consumers are also more likely to view your brand as a trusted provider of goods or services.
When both natural listings and PPC advertisements dominate the search engine results, PPC advertisements are likely to attract visitors who are missed by SEO. However, deleting/pausing PPC ads does not mean that SEO can make up for the loss of visitors.
According to a Learn With the ad titled “Incremental click impact of search ads” published by the Google AI blog, natural search will not get as high as 89% of the misses caused by the suspension of PPC ads.You can find the full text of this study Here.
SEO and PPC experts can help each other improve the effectiveness of the campaign
SEO work takes time to produce results. On the other hand, PPC advertising campaigns can produce immediate results.
If you have been optimizing for search for at least a few months, then your SEO team will have keyword data that can help the PPC team get better results.
However, if your SEO team has Just started By optimizing the site for search, the PPC team can help identify the keywords that have proven to bring the most returns.
Keyword information and insights in PPC activities can help SEO discover various terms or search queries that users are using to find specific products, services, or companies. The SEO team can also learn about page titles, Meta descriptionsand content Can help achieve the greatest click-through rate and conversion rate.
The most common indicators that SEO and PPC professionals can check together include:
- Organic conversion rate
- PPC conversion rate
- Click Through Rate (CTC)
- Bounce Rate
- Time spent on the site
- Keyword ranking and organic traffic
In short, SEO professionals can make necessary adjustments to campaigns based on PPC data, and vice versa.experienced SEO marketer Use this strategy to improve the overall effect of their SEM activities.
SEO and PPC experts can implement remarketing campaigns
If your website ranks high due to ongoing SEO campaigns, it is likely to attract a large number of visitors.
However, these visitors do not always convert after landing on your website. These “potentials” clueIt takes some time for them to make up their minds to buy your product or service.
PPC advertising experts can retarget these visitors. The next time they search for similar content, they will learn about your site again. Visiting the website for the second time will help increase brand recall and increase trust.
For example, if 10,000 people jump out of your page after clicking the natural search list for a search query, your next PPC campaign can focus on encouraging previous visitors to come back and complete the desired action.
Fight against negative PR
In some cases, you may find negative comments and articles/blogs criticizing your company’s operations, managing products, services, etc., which all start to rank high in SERPs. This may harm your company’s prospects.
In this case, the joint efforts of SEO and PPC campaign teams can help control losses.
With SEO and PPC, you will be in a better position to guide conversations around themes in directions that support your narrative.
In 2010, BP Plc focused on search terms related to “oil spill” during the Gulf of Mexico oil spill in response to negative PR.Their PPC advertising and SEO work Lead visitors, Search for information about the oil spill to describe the content of BP Plc’s cleanup work.
This is just one example of how the SEO and PPC teams can tell the brand story together in a crisis.
Digital marketing leaders should create an environment that encourages sharing
Decision makers should ensure that the SEO and PPC teams meet at least once a month to share valuable data and insights with each other. Depending on the scale of the digital marketing campaign, such meetings can be held more frequently.
SEO and PPC experts can analyze the effect together based on key indicators (such as sales orders, revenue, website visits, etc.) and view the courses or tests conducted last month.
This article is about SEM, but joining other digital marketing teams is equally important. For example, people who run Facebook PPC ads can provide valuable insights on how to improve the effectiveness of PPC ads on Google or collect raw visitor data to retarget through different channels.