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How to Make SEO and PPC Work Together for Your Business
John PrattWednesday, 6th Dec 2023
Julia McCoy5 min read · Jan 11 2022
SEO and PPC are two of the most important components of digital marketing. Both strategies can be extremely effective but can they co-exist? How to make SEO and PPC work together to achieve maximum results?
More than 86% of top marketers say they use PPC campaigns to inform their SEO efforts. Because PPC produces quick results, marketers can see what keywords resonate with their target audiences, and in turn, use these keywords to write new content for SEO. Instead of choosing between SEO and PPC, they turn their PPC campaigns into learning opportunities for SEO campaigns.
The key to developing an effective digital marketing strategy is to understand how PPC ads affect your SEO efforts and vice versa. Let’s explore why combining these two tactics is beneficial for your business and how to make SEO and PPC work together to implement a winning marketing strategy.
Table Of Contents:
- SEO and PPC: Why They Are Similar
- SEO and PPC: Why They Are Different
- How PPC and SEO Work
- Benefits of Combining SEO and PPC Strategies
- How to Make SEO and PPC Work Together
- Implementing a Combined PPC and SEO Strategy
SEO and PPC: Why They Are Similar
Both are keyword-driven — advertisers conduct keyword research to identify profitable phrases while SEO marketers analyze relevant terms for optimization purposes.
Keyword Research Benefits Both Strategies
Keyword research is an important part of any search engine marketing strategy, whether it’s PPC or SEO.
Advertisers bid on keywords to reach their target audience while an SEO strategy will find keywords to optimize a website to get it to rank higher in organic search results.
By researching relevant terms that people are searching for online, marketers can better understand what topics resonate with users and create more effective campaigns that yield better results.
Leveraging Data from One Strategy to Another
Data gathered from one strategy can be used by the other, which helps maximize ROI across both channels.
For example, if you find certain keywords performing exceptionally well on your PPC campaigns, those same terms can be incorporated into your organic content efforts so you can reap similar rewards.
Similarly, data collected from organic searches such as average session duration or bounce rate can help inform how you structure future PPC campaigns so they’re more successful too.
SEO and PPC: Why They Are Different
SEO and PPC may have the same goal — to drive traffic to a website — but that’s where their similarities end.
How are they different?
Organic search results generated from SEO appear under paid ads on search engine listings, while PPC adverts usually appear at the top of these listings. This means that organic rankings must earn visibility through the successful implementation of SEO techniques such as content creation and link building, whereas advertisers who generate traffic from their ads will have to pay for those site visits.
Return on Investment
The return on investment with PPC keywords tends to be immediate – once an ad is clicked it will start generating awareness or conversions right away – but this effect may not last long after the promotion ends.
On the other hand, SEO strategies often take longer to gain momentum but can produce more sustainable results if implemented correctly. Once a company’s search optimization strategy begins producing results, those changes tend to remain in place for much longer than any short-term gains made through PPC campaigns.
When it comes to cost-effectiveness, both methods require an initial outlay of money before they begin producing returns.
With SEO, you only need to invest in quality content creation and technical optimization services. With PPC, you must also factor in ongoing costs every time someone clicks on your ad as well as additional fees charged by Google Ads or Bing Ads for hosting your campaigns.
With an AI tool like Content at Scale, you don’t have to hire an army of writers to create content for both your SEO and PPC campaigns. Content at Scale is the only AI writer that’s trained to write both long-form content and ad copy so you have all your pieces in one place — saving you hundreds of dollars subscribing to multiple apps.
So which is better for your business, SEO or PPC? Or maybe you don’t have to choose at all. Let’s look at how to make SEO and PPC work together.
How PPC and SEO Work
Search engine optimization or SEO is the process of optimizing a website to rank higher in search engine results pages (SERPs). It involves using various techniques such as keyword research and content optimization to improve a website’s visibility.
SEO targets particular words and phrases that prospective customers are likely to enter into search engines when looking for goods or services related to your business.
Pay-per-click advertising or PPC is an online marketing technique where businesses display advertisements on search engines, websites, and social media platforms. They pay for each click on these ads.
Unlike SEO which takes time before it starts showing results, PPC campaigns can start generating traffic almost immediately after they go live. The cost per click depends on how competitive the target keyword is.
While SEO focuses on organic rankings through long-term strategies such as link building and content creation, PPC relies more heavily on paid advertisements with short-term goals like increasing conversions or sales.
Why should you combine SEO and PPC? Let’s look at the benefits.
Source: Neil Patel
Benefits of Combining SEO and PPC Strategies
SEO and PPC can be a potent combination for any organization looking to upsurge visibility and boost brand recognition. PPC advertising combined with SEO tactics can produce maximum results while keeping costs low.
Here are three reasons why PPC advertisers should consider adding a coordinated SEO plan to their marketing strategy.
SEO and PPC can both increase the chances of potential customers discovering your website. By combining these two tactics, you can ensure that your website appears in more places than just organic search results or paid ads alone. This amplified exposure will connect your business to more people who are likely interested in what you have on offer.
Build Brand Awareness
Combining SEO and PPC efforts also helps with building brand recognition. As people become familiar with your company’s name through organic search results or sponsored ads on social media, they will begin to recognize it when they see it elsewhere. This brand recall can lead to higher conversion rates from visitors who already know about your business before they even visit your site.
Cost savings is one of the biggest advantages of combining SEO and PPC. Since both strategies require different levels of investment, you can spread out your budget across multiple campaigns instead of having all your eggs in one basket. This allows small businesses to gain access to larger audiences.
How to Make SEO and PPC Work Together
The first step in developing an effective SEO and PPC strategy is research and analysis. This involves researching your target audience, understanding their needs and preferences, analyzing competitors’ strategies, assessing the current performance of your website, and identifying keywords that will help you optimize it.
Setting goals is the next step in how to make SEO and PPC work together. You should identify specific objectives such as increasing traffic or improving conversion rates and then set measurable goals with timelines for achieving them.
Now you’re ready to create content for your SEO strategy and ad copy for your PPC campaign. Your content must appeal to the interests of your target demographic. PPC ad copy should include relevant keywords so they appear when potential customers search for related topics online.
Both content and paid ads must be optimized for maximum visibility on search engines.
Implementing a Combined PPC and SEO Strategy
There are many ways to create a more effective search strategy by combining SEO and PPC.
Here are six ways to make SEO and PPC work together.
1. More Control Over Your Results
With a combined PPC and SEO approach, you have more control over how your content and paid ads appear on search engine results pages. You can optimize for specific keywords or phrases using SEO techniques, while also targeting those same terms through PPC ads for maximum exposure.
2. Better Targeting Options
When using both SEO and PPC together, you can better target potential customers based on their location, interests, age group, or other factors by using geo-targeted ads or remarketing campaigns. This helps ensure that only relevant audiences see your content instead of wasting money on irrelevant clicks from people who may not be interested in what you’re offering.
3. Improved Quality Score
Combining SEO with PPC will help improve the quality score of your ad campaigns since it ensures that all aspects of the campaign – including keyword selection and landing page design – are fully optimized. A higher quality score means lower cost per click and improved ROI overall.
4. Faster Results
Implementing both SEO and PPC simultaneously will give you faster results than relying solely on one method alone. For example, optimizing webpages with targeted keywords could result in increased organic rankings within weeks while a successful paid advertising campaign could take months before seeing any real return on investment.
5. Cross Channel Insights
Using data from both methods provides valuable insight into customer behavior across various touchpoints, allowing marketers to better understand their target market’s needs.
6. Long-Term Success
Finally, implementing an integrated approach between SEO and PPC is essential for long-term success since each tactic plays off the other. Even after achieving initial success through either method, ongoing efforts will continue to reap the benefits in the future.
You don’t have to choose between SEO or PPC to boost your website traffic and generate leads. You can do both.
By understanding how to make SEO and PPC work together, you can make sure that these two promotional techniques can bring great benefits to your company.
Did you know it’s possible to write a 3,000-word blog post and a series of Facebook/LinkedIn/Instagram ad copies on one dashboard? With just a few clicks, your SEO and PPC content is ready to go, without needing to handhold an AI writer through the creation process. Try Content at Scale today to find out how simply you can generate — and scale — high-quality content for SEO and PPC.
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