June 1, 2018
It is a fact that even the experts may not be able to precisely track the traffic for search engines in organic search from a keyword point of view. So, we may have to rely on other alternative methods to keep track of this which is essential to fuel your SEO efforts appropriately from time to time. In this article, we will try to explore how PPC may help guide you in effective SEO administration.
SEO vs. PPC
Many, including search engine optimization specialists approach SEO and PPC as separate entities. Even though these are different in many aspects, from an SEO point of view, it is best to think of them as two sides of the same coin. If you need a specific name for this coin, the name is ‘search.’
There are many ways that PPC and SEO complement one another and together prove to be a better search strategy. We will discuss seven different ways to plan close coordination between SEO and PPC to weave a winning strategy.
1. Enhanced visibility
The obvious benefit of pairing SEO with PPC efforts is the extended exposure your site gets in the SERPs (search engine results pages). Users tend to reduce their PPC efforts once they appear atop the search results. However, it is vital to remember that the top two to three results on many SERPs are simply PPC ads. To get a real return on investment, it is essential to be on top of both organic as well as premium search results. This gives users a feeling that you are an established and reputed player in the market.
2. Share the keyword data
Data rules everything in modern digital marketing strategies. So, by running PPC and organic campaigns simultaneously, you get double the data to analyze. With this, you can easily determine which PPC and organic keywords yield the higher conversion and make use of these analysis reports to optimize your online strategy further.
3. Tune your organic content strategy to the top PPC ads
Experts say that what works for PPC may often work well for SEO too. So, by understanding which PPC ads return the most number of conversions, you can get a good idea about what sort of titles tags, alt text, meta descriptions, and content works the best for you. By using PPC ads to test page elements, you can quickly learn what will work and what won’t to devise blueprint SEO strategy whereas organic testing will take a long time to give you such insights.
4. Integration of e-commerce feeds to AdWords
Google does some cool things to assist online e-commerce businesses. Now you can link specific pages such as product page or promotions page to PPC ads. Such ads will feature particular products with reviews or endorsements and will take users directly to the product page to prompt an instant purchase. This is an ideal way to give your e-commerce portal a special boost.
5. Using site search data
The major objective of PPC advertising is to identify which keywords your potential customer used to search and find products or services. By enabling site search on your website and analyzing the terms which are frequently used, one can get very valuable insights into the actual needs of your customers and derive their search habits from incorporating this learning into your online business strategy effectively.
6. Combating negative PR
Some occasional negative comments may arise about your company. This does happen and when it does, effectively combining PPC with SEO will help in damage control. The game is the same as we discussed above, increasing visibility. You can easily guide conversations if you gain control over PPC and SEO results on certain terms. You can find many examples online as to how companies use even negative search terms to ultimately work in their favor.
7. Visibility on social media
Social media is changing rapidly day in and out. In fact, one of the most notable changes is the opportunity for highly targeted advertising. Social platforms like Facebook, Instagram, LinkedIn and YouTube now offer targeted ads which you can use to reach a very specific group of people in your target audience. Using Facebook user profile info, you can, for example, precisely show your content to females between 20 to 25, living in Kansas City, and specifically interested in the latest fashion trends or sportswear. This may be a small group, but precise and apt for you. The data or leads you collect through such specific campaigns offer you the most appropriate conversion opportunities at the granular level.
Search engines are also expected to come up with more strategic benefits to businesses that are aiming at premium promotional campaigns, and this will further unveil the scope of linking PPC efforts more effectively with SEO efforts.
Derek Iwasiuk is a Certified PPC expert who works as a freelance consultant for many online business portals. He published many papers about blueprint SEO strategy and wrote blogs on changing trends in digital marketing.