Like Jack Johnson once said, it’s always better when we’re together. But in this case, it’s not some young couple in love that makes the perfect pairing. Instead, we’re here to talk about SEO and PPC. You see, a lot of people think that you use one or the other, and approach them as very separate strategies within their business. And while they are different in many ways, SEO and PPC are really two sides of the same coin: Search. SEO and PPC can complement each other in a lot of different ways, all of which lead to a more successful search strategy. So if you want to improve your search engine rankings, you need to be looking at SEO and PPC together, and if you’re not sure how to do that, we have 4 suggestions:
The first and most obvious way SEO and PPC efforts work well together is the extra visibility they give you. Running PPC campaigns gets your business featured in front of more people on Google, and it all adds up to increased exposure on search engine results pages (or SERPs). All too often people are tempted to stop using PPC once they have reached the number 1 spot in search results, but this could actually damage your results. Remember that the top few results on every search are PPC ads, and the more you feature here, the more traffic your website will get, the more established your website becomes and the more successful your overall SEO efforts.
Shared Keyword Strategies
Keyword analysis is an essential task for search, but it isn’t always simple. If you’re running multiple keywords across the board, it can be difficult to figure out which are performing for you and which aren’t. Particularly if you’re relying solely on organic data, which is slower to generate. But if you’re running both an organic and a PPC campaign, you can generate double the data to analyse. This means you can quickly see which organic and PPC keywords are giving you the best conversion and retention rates, and use this information to make positive changes.
Use PPC Results To Fuel Organic Content
Because PPC and SEO are so closely linked, what works well for one will often work well for the other. So by analysing which of your PPC ads brings the most conversion’s, you can see what kind of information and search terms your customers are looking for. You can then use this information to create relevant, SEO friendly organic content for your website. Using the keyword data from earlier, you can create effective title tags, meta descriptions and general content that will outperform anything else on the site. You can, of course, do all of this just by measuring your organic traffic – but that takes a lot of time to get right.
Improve E-Commerce Results
If you run an e-commerce business, then using PPC and organic SEP together should be a no-brainer. Google is starting to do some pretty cool things with e-commerce, and investing in PPC advertising can significantly increase your search engine visibility. For example, your ads can now feature a product, with a link back to the specific product page where a purchase can be made quickly and easily. This is a great way to give your existing e-commerce efforts a boost and get a chance to analyse new client behaviour and tweak your website accordingly.
Of course, it’s not quite as simple as all that. SEO and PPC are an evolving art form, and with Google making changes on an almost daily basis, it can be difficult to keep up. At Ad-Extra, we stay ahead of the developments in Google so that you don’t have to. With our help, you can run effective and integrated PPC campaigns that will improve your organic SEO ranking, and vice versa. If you would like to know more, or if you have any questions, stories or advice of your own to share, we would love to hear from you! Just get in touch with the team at Ad-Extra today to book your free consultation.