You may be investing quite a bit of effort into your online presence, and a majority of that effort may be organic SEO. And when done the right way, this is great for your brand. But did you know that organic SEO and PPC can work together to provide even stronger results?
Search marketing is about the relationship between things — disciplines, strategies, tactics, search engines, websites, people — and there are many ways these relationships affect one another. When working together, these things create stronger results than if they were used alone.
So we’re going to look at three ways SEO and PPC work together to create a mutually beneficial relationship for a website. We’ll explore:
- How to use data you’ve compiled from your organic search campaigns to help your PPC.
- How pay-per-click campaigns can benefit your SEO efforts, and vice versa.
- How PPC can boost usability on your site for visitors who are looking for your products and services.
- Ways to measure the two together, and a powerful example of how the organic side can affect the paid side.
When clients come to Group Twenty Seven looking to explore new paid search campaigns, and they already have a fair amount of data in Google Analytics, we always explore the organic side when selecting keywords to target.
What we do is analyze all the keywords that drove conversions and sales, and start thinking about how we would group them within our AdWords campaigns (assuming you’ve got your e-commerce reporting set up already).
So, for example, say you have a keyword phrase that is producing conversions organically, and that term is “dog beds.” And as a pet store business, you have multiple lines of dog beds.
We’d then look at creating a PPC campaign around dog beds, with ad groups such as soft dog beds, extra-large dog beds, small dog beds, brand-name dog beds, and so on.
Organic e-commerce data can also help you find potential combinations of branded keywords that you may not have thought of to add to your new pay-per-click campaign. So don’t forget about those.
2. Your Organic SEO Can Benefit From Your PPC, and Vice Versa
PPC is a nice complement to your search engine optimization because you can use it to quickly determine which keywords drive traffic and conversions, and then build those keywords into your organic SEO efforts.
Building on the PPC-SEO relationship, good PPC landing pages always contain the information the keyword is promising when a user clicks on an ad. This is why your on-page optimization is important when you’re running both organic SEO and PPC campaigns together.
Make sure that you optimize the landing page that you’re driving users to. This includes ensuring that the page not only has relevant products and information for that keyword, but also that the Meta information and content is optimized with the keyword.
This can help your overall Quality Score in PPC, and Quality Score is an important clue to how targeted and relevant your PPC campaigns are. You may also find a boost in your organic conversions after you start weaving those conversion-focused keywords onto your pages.
For more on Quality Score and how that plays into PPC, check out this post.
3. PPC Campaigns Can Help Boost the Usability of Your Site
PPC campaigns often reveal ways to group products together in a manner that people are searching for. You can use data from PPC campaigns to look at a website with a critical eye and ask, “Which pages best fulfill the promise of this ad and this ad group?”
If no pages on your site support the products you’re grouping together in your AdWords campaigns (for example, you’re just landing users on your home page), create a new landing page with those products grouped together so you can send your customers to the most relevant results.
This also builds on the Quality Score idea I mentioned in the last section.
Relationship Analysis: How to Know if SEO and PPC Are Working Together
Multichannel attribution is one way to know how well all your marketing channels work together on the bottom line. The “multi-channel funnel” report in Google Analytics can be very informative.
resource:http://www.sitepronews.com/2013/06/14/3-reasons-why-seo-and-ppc-are-a-match-made-in-heaven/
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