Two incredibly important marketing functions under the search engine umbrella are, as every digital marketing strategist knows, Search Engine Optimization (SEO) and Pay-Per-Click Advertising (PPC). Both channels employ different methods to achieve the same goal: attracting visitors to a website, getting website clicks and, ultimately, conversions.
Then why is it that a brand sometimes only goes with SEO services or PPC? Keeping aside budgetary constraints, a common misconception people have is that SEO and PPC cannot work together to gain optimal results. Ideally, website owners should be investing in both to capitalize on the benefits of each.
So how does one approach the ‘complicated’ relationship between PPC and SEO to yield the best results for their website?
Understand How a Joint SEO-PPC Strategy Works
While paid media can still function with a sub-optimal website, it’s beneficial to the entire campaign when site performance is being guided and prioritized by SEO. This is because paid teams usually can’t influence things like site speed, conversion rates, and relevance. A joint SEO-PPC strategy can effectively tackle specific problems that a business has.
Some SEO strategies can also negatively affect PPC. For example, if a specific keyword has a ‘Featured Snippet’ option; it could lead to a drop in the Click-Through-Rate (CTR).
The bottom line is this: when a digital marketing campaign is running both channels, it’s imperative that SEO transparently runs with the PPC side and vice versa to avoid a clash in priorities and results.
SEO professionals have been using PPC tools like Google Keyword Planner for a long time. So it’s no surprise that SEO can learn a lot from PPC’s keyword research because it’s actual real-time data – they’re not estimates. In some situations, when lower keyword volumes come up (with the help of PPC’s keyword bidding) during the keyword research phase, SEO can utilise the keyword data from Paid Media to make optimization decisions.
Likewise, PPC should understand the organic side of strategy and can benefit from knowing which pages or keywords generate the most impressions and have the highest click through rate.
Search volume is one of the most common metrics included in a keyword research document when researching a broader keyword term. But it’s not the only metric to take into account when bidding on a keyword or optimizing a page.
Search intent is equally important. Focusing on the aim of the campaign (knowledge discovery versus commercial intent) will ensure that the budget gets distributed correctly throughout the campaign.
A Landing Page That Work For Both PPC and SEO
SEO and PPC have slightly different goals when it comes to landing page content. Nevertheless, the landing page of a website is still equally important for both channels.
In PPC terms, a landing page has to have persuasive and relevant information that relates to the ad. It is more of short-form content, CTA in nature and designed strictly for conversion. SEO, on the other hand, aims to create ‘optimized pages’ that include longer-form content with more keywords and have been designed for navigation throughout site and social channels.
Ultimately, the goal of creating an optimized landing page is to create a page that has been optimized for both conversions and rankings.
SEO and PPC Together Improve SERP Credibility
A joint SEO-PPC strategy can greatly improve a brand’s website on the search engine results page. One approach to follow is for PPC to invest in keywords that a website already ranks well for organically. This could create a situation where the website ranks twice on search engine results page, increasing the CTR.
We know that SEO is a long-term strategy and can help prioritize keyword and ranking opportunities while paid media marketing works well when a brand is looking to gain traffic quickly and build awareness swiftly. Keeping in mind these valuable services and the fact that they both share the same advertising space, it’s most beneficial when these two channels work together in a complementary manner to achieve a brand’s marketing objectives.