How to Combine SEO and PPC

June, 27, 2016

A comprehensive SEO strategy can do wonders for your website’s performance. A properly executed PPC strategy can do the same for the success of a marketing campaign. Both work better, though, when they work together.

Both strategies rely on choosing the right words and phrases to reach your most viable prospects. However, they’re different enough that the strengths of one tactic can complement the other, leading to a more integrated marketing initiative. This page will tell you how SEO and PPC can work together, and what you can do to combine them into one effective strategy.

How Do SEO and PPC Complement Each Other?

SEO is a long-term strategy in which you incorporate relevant search terms into your content, both on-site and off. Meanwhile, PPC is a shorter-term strategy that matches a specific offer to people searching on terms related to that offer. Given the reliance on keywords and phrases in both strategies, it makes sense to combine them. For instance:

  • The keywords included in your SEO strategy are likely going to go into one or more PPC strategies. Conversely, the results of PPC campaigns can let you know which of your SEO keywords are driving sales and conversions, and which ones are not.
  • Even if your immediate SEO goals aren’t related to sales, they can help you decide which offers and copy are best for each PPC campaign. Ad copy can be measured to identify the most effective offers and calls to action, which can help you optimize your site for even better search rankings.
  • PPC can increase your site’s visibility on search engines. SEO can make PPC more cost-effective by increasing your PPC Quality Score and lowering the cost of each ad.

Now that you see how SEO and PPC can work together, keep reading to find out how to bring them together into an integrated strategy.

How to Incorporate SEO and PPC Into One Plan

There are differences between the implementation of SEO and that of PPC. However, if you’re going to combine them, you’ll need to develop one strategy with an eye on the other. Here are a few ways to do that.

  • Build a common keyword list: Your SEO keyword list will likely focus on the long-term goals of raising brand awareness and search engine rankings. PPC ads focus on short-term results, either generating leads or making a direct sale. Some keywords are better for one strategy than another, but you’d be amazed how many of them would work for both.

Merge your SEO and PPC keywords into one common list and then use them accordingly. For instance, use PPC to boost rankings on seasonal keywords, or use SEO to lower the cost of a high-value PPC phrase.

  • Match the ad to the landing page: An ad is the first step in a user experience. If an ad promises something and then takes people to a completely different proposition, you’ll lose the conversion and may make potential customers question your credibility. When creating ads, try to match them to the pages that have been optimized for those target consumers and those keywords. This ensures the right people are clicking the ad and results in a higher conversion rate.
  • Bid on your brand: Of all the keywords you incorporate into your SEO/PPC strategy, your brand name may be the most important. A study from Bing showed clicks increased 32 percent when an organic search listing was coupled with a brand ad. To get more out of your strategy — and to give your business a competitive edge — turn your brand into one of your most valuable PPC terms.

Every marketing tactic will be more effective if it borrows insights from another. This is especially true for SEO and PPC. Data from one can inform the other, leading to better results across both. Start looking at your keyword strategy from both an SEO and a PPC perspective for better results going forward!

Bookmark and Share