SEO and PPC may be separate marketing channels with unique roles and purposes, but they both does the same work. The Ultimate the goal of both SEO and PPC is to attract people to your website. Marketers are frequently determined by considerations of final outcomes because of financial limitations.
The question of whether to combine both PPC & SEO together, or to choose only one for a marketing campaign usually the problem is budget. You don’t have to choose between PPC & SEO. You can benefit from both, even on a small budget.
Here are some tips on combining PPC and SEO for better results.
- It’s All About the Keywords
Using keywords from your PPC marketing campaign to increase a clever SEO plan isn't always a new idea, but it is nevertheless worth bringing up. PPC ads provide a tried and true way of testing your keywords. This information helps ease the process of creating your SEO strategy. They allow marketers to see which keywords have already been searched, clicked, and converted.
Combining both PPC & SEO in your initial marketing strategy is the best approach because then you won’t have to wait until your site appears in organic SERPs to get some traffic data. So it's never too late to combine SEO and PPC to achieve better website visibility.
- New Applications for Old SEO Tools
Long-tail SEO keywords may be an old-fashioned tool for one person but a desirable one for another. Long-tail keywords can help you find negative keywords that are not working for your PPC campaign. For example, people searching for [how to make birthday cards] will not see your ads for [buy our birthday greetings cards], due to negative keywords.
Finding negative keywords is a win-win for everyone, because users won’t waste time on irrelevant sources, and also you won’t pay for unnecessary clicks.
- Perfect Use of Your PPC Data
Check which ad text performs especially well. You can reuse this into SEO-friendly content to get the most out of it.
For example, you can use your best PPC texts in the meta-description tags for your website. And another concept is to track your highest CTRs for content network ads, to see which topics are most popular.
- Return Visitors Back to Your Website
Regardless of whether your SEO efforts have already paid profits and made your website rank higher, it is still too soon to celebrate.
Potential leads can easily change their minds, and they may leave your website for a various reasons. They may want to compare your product and prices with other sites, and it may be difficult to get them to return. With remarketing, capture your visitors and make them change their minds.
An average user spends about five hours per week shopping online. Most users won’t remember your website after only one visit. To get the user’s back, track which goods they were interested in, and show them ads of these items at a later time. This serves as a reminder for the user, and a good opportunity for your website to get more clients. It is much easier for the user to click on the ad than to search for the required goods again.
Combine your SEO and PPC techniques to encourage visitors to go back to your website and complete their purchase. Smart paid ads can attract users back to your website, a great on-site user experience and helpful content will convert visitors into leads.
- Build Your Brand with Both PPC & SEO
Be creative and increase your brand with thoughtfully prepared PPC text ads and converting blog posts. Running paid search ads invites the right users to your website. Don’t worry if users skip your ad at first and move to the next site, visibility is key.
More people will finally click on your ad as your brand name becomes familiar enough to them and they see a related meta-description. The more space your brand occupies on the SERPs for relevant keywords, the better.
- Be Careful With Your Marketing Solutions
Not every innovative combination of PPC and SEO will be successful. The oil crisis in the Gulf in 2010 was a hard time for BP. The marketers launched a special PPC campaign in an attempt to fix the company’s reputation. If someone searched Google for “Oil Spill,” the first thing displayed was a paid text ad. This link led to a special article on BP’s website about their cleanup efforts.
The conclusion her is that you have more data to collect and analyze, while running both organic and ad campaigns simultaneously, you may discover more unexpected details about your target audience, and use that information to improve your SEO and PPC strategies accordingly.
Both SEO and PPC are frequently adapting to changes in the Google algorithms. That is how they help websites meet the new requirements and keep up their high positions.