Keywords are highly competitive. It takes a lot of work to keep your brand on the map. Between the new brands that are entering the market and the search engines constantly updating their algorithms, it isn’t easy. It can be a bit like playing a game of Mad Libs to navigate the changing logic behind ranking. To keep up with the competition, companies tend to double down on organic search and paid strategy. Unexpectedly, companies tend to treat organic search and paid plans separately when they actually work better together. These strong contributors become even more powerful together, like a symbiotic partnership. A holistic approach is the key to finding success on the internet (or the wild).
What is PPC?
Pay Click is a subset of SEM (search engine marketing), where companies pay search engines (like Google) for each click on their ads. You can easily spot PPC ads when you do a Google search. They are at the top of each page, with the word “Ads” in a box to the left. You may have guessed that brands pay for this space. PPC is a form of advertising where brands pay only when visitors click on their listing.
SEO is a natural way to get your website on the first page of search engine results. This strategy is about optimizing content with high-demand keywords. SEO is sometimes referred to organically because it doesn’t rely on ad purchases to determine your ranking. Brands instead carefully select keywords and incorporate these phrases into the copy of their websites, blog posts, and landing pages. SEO requires you to keep up with the search engine algorithms. Search engines constantly change their scoring system in an effort to give customers the best possible experience. Marketers are always on the move, and the SEO world is no exception.
Why is it time to marry your PPC and SEO teams?
PPC and SEO will help you grab prime SERP real estate, optimize your message, and start more conversations with clients. This dynamic duo is a great way to increase your click-through rates. You can maximize your brand recognition by running two search engine campaigns simultaneously. You’ll get more traffic to your ad and website with a larger reach. This will also increase your lead generation. Your click-through is one of the most important factors that determines your score, which influences your SERP ranking. Strong click-through rates help you to maintain your current rank and move upwards on the page.
Your dream team can help you double down on brand recognition, and your PPC & SEO pair can also help you maximize the information that you gather through each channel. You can easily share metrics, copy that works, and keyword data by allowing teams to communicate transparently. Your PPC campaign will give you a word-for-word insight into what prospects search for on the internet if there is an open communication flow. You can generate a list of keywords and content ideas by identifying what phrases and questions prospects use to search. Your pay-per-click campaign’s long-tail report can be used to create your SEO content schedule. This undercover insight will give you a better idea of what prospects want and how they would like to be contacted.
AdWords’ “Paid and Organic” report is the perfect place to begin. You can use organic search terms found in Google Webmaster Tools to see how well they fit into your paid search strategy. This tool can help you generate new keywords, ensure you are bidding on the correct keywords, and understand the impact of changes in one channel on another.
Armed with this keyword backdoor insight, SEO teams will be able to work on ranking organically for these terms while PPC teams focus their efforts on new areas. If you have enough budget to invest in both organic and PPC keywords, you could work towards getting both organic and paid results onto the first page of Google. It would not be easy not to click on your brand once you have secured this highly coveted position. You would own the Google page when someone searches for that keyword.
This merger is a wonderful opportunity for PPCs to work together and share the best-performing ad copies for pages with similar organic listings. You may wonder, “How?” Voila:
- Google Search Console provides a keyword report.
- Page 1 rankings allow you to pinpoint any keyword with ease.
- Google Organic CTR Study: Compare the average position of each keyword to the Google Organic CTR Study.
- Compare PPC CTRs for the same keywords, and only use the most effective ad copy in metadata.
Remarketing people who bail
You can use the PPC team’s retargeting campaigns to get the other 98% of visitors back to your website. This will not only increase the chances of the visitor converting the second time but also ensure that your initial SEO efforts (to bring the visitor to the site in the first instance) don’t go to waste.
Please put it in writing to cement the relationship between PPC and SEO. Teams can work together better if they have shared metrics and goals. You can choose between a variety of PPC KPIs and SEO KPIs, including click-through rate, conversions, and return on investment.
How to Put it Together
Marketers need to align PPC and SEO in order to keep up with the ever-changing search engine algorithms and the growing competition. This is an easy way to boost your brand’s visibility, increase traffic, and, if everything goes right, bring in more conversions. By aligning your two strategies, you can share information such as successful keywords and long tail phrases. This will help you unite your message and remain top-of-mind when your prospects are ready to purchase. Your PPC and SEO strategies combined will bring your readers to your website. It’s up to you to create content that keeps them there.
