Since their creation, SEO and PPC have been considered very conflicting and competing forces. Companies have different teams and budgets for SEO and PPC projects. Moreover, some businesses even hire different agencies to work on these separate projects.
Unfortunately, very few webmasters take into account the possibilities that result from an SEO and PPC synthesis. By integrating these efforts, you can achieve a better understanding of complex search strategies and definitely double visits, leads and revenue.
In this article, we will outline 6 ways in which managing these two campaigns together can lead to significant gains. Ready to broaden your horizons?
#1 Calibrate Prospective Long-Tail Keywords With PPC
Let’s be honest, search engine optimization can be time-consuming and sometimes even professionals lose the big picture. Some can spend months and years without any results because they missed the moment when their organic keyword strategy went wrong. Here is where PPC can help. Pay-per-click advertisements are a great solution to perfecting your SEO strategy.
Before starting a long-term keyword performance analysis, consider using PPC ads to target keywords that haven’t been ranking organically before. Ads will grab lots of keywords data that will potentially bring in more visits and revenue. You will have immediate feedback that reveals the most relevant keywords to work with. Try to mind all meaningful category pages and optimize them according to targeted traffic results.
#2 Justify Enormous PPC Spending
Due to high competition, targeting certain keywords within some niches isn’t cost-effective. We advise sharing this job with SEO specialists and rank some of the most expensive keywords organically so that PPC specialists can direct their budget toward more recoupable keywords. Including these expensive but still important keywords in SEO lists will help PPCs to review their strategy and reallocate their remaining money. The goal of this solution is to appear both organically and paid on Google’s first results page.
# 3 Improve Your Visibility
As you already know, high ranking is achieved by implementing an overall SEO strategy. By targeting several relevant and spot-on keywords, you will bring your website to the top of SERPs. In addition, launching PPC ads to work for the same keywords with a high bid will double your search presence. This means that users typing one certain keyword will get your website both in organic and paid results and are more likely to go to your resource than to someone else’s.
Dominating search results sounds expensive, right? But, having decided to optimize your site and invest in PPC advertising, you have an opportunity to get twice as many conversions. Therefore, all of your spending will be paid off in no time. While some people prefer organic results to paid ones, having both increases traffic and cements your company as an authoritative leader.
#4 Use Pay-Per-Click on Social Media
Social networks like Facebook own powerful PPC potential that not only advertises your website through your business page, but also reveals specific preferences and types of your target audience. By knowing how to manage ads with Facebook instruments you can classify your potential clients by age, interests, location etc. For instance, you will find out that your target audience is 25-35 year olds living in New York who are interested in bank investments.
This information is crucial for optimizing a perfect PPC strategy. Having collected subscribers’ data, you will know how to polish your website’s usability and renovate a keywords list.
#5 Let Retargeting Help Your Organic Traffic
Behavioral retargeting (or just retargeting) is a type of advertisement that is shown to users based on their previous online actions. Retargeting is brought about with the help of display ads (e.g., banners) that are less expensive and more visually appealing. How will it help your SEO? Getting a necessary amount of organic search traffic is quite a challenging task. Moreover, once you get precise rankings, it’s vital to maintain them. This becomes almost impossible when only 2% of visitors find your website for the first time and convert. That is why retargeting and SEO should be combined in order to show valuable information to those who really search for it. It can triple your conversions.
#6 Collect More Data By Uniting SEO and PPC
The last-but-not-least reason to combine SEO and pay-per-click is to get important information and use it to build further strategies. Having these two sources of data, you can explore their metrics, for example:
- Bounce rates
- Exit rates
- Average time on website
- Conversion rates
By analyzing SEO and PPC campaigns, any competent webmaster can compose a list of the most and the least effective keywords and optimize them to generate more sales. The trick of having data from both PPC and SEO increases your chances of seeing the bigger picture and making smart decisions.
Hopefully this blog post has motivated you to rally SEO and PPC strategies. Follow our advice and soon you will improve your website’s search presence, boost sales, retarget potential clients and become an authoritative leader in your niche.