SEO and PPC are both effective digital marketing strategies on their own. Both work well separately and both can facilitate amazing results for your business.
Some businesses may find that SEO alone will be enough to achieve their goals, while others think they benefit more by using PPC (pay-per-click).
However, the online space is a very competitive landscape for businesses and it's easy to be left behind with a digital marketing strategy that only focuses on one part of the puzzle.
While some businesses take a scattered approach towards their digital marketing efforts, you can leverage available opportunities by utilizing both SEO and PPC in your strategy.
SEO + PPC — A Powerful Digital Marketing Strategy for Businesses
To understand how this works you need to be aware of the limitations that both strategies have on their own and what each does best: SEO is great at generating long-term results, while PPC has a short burst marketing strategy that is good for getting quick results. When used properly together, both strategies can fill each other's gaps and create an unbeatable digital marketing strategy.
Here's how you can use SEO and PPC together to get the best results for your business:
Coordinated Strategy
The first thing to do is make sure your SEO and PPC efforts are on the same page. Coordinated efforts between SEO and PPC can lead to better results.
Landing pages that have not had any optimization work done may not perform or convert well when used as landing pages on your PPC campaigns.
If your landing page has been optimized for conversions through SEO efforts, it can be an excellent lead generator and bring more targeted traffic to the site.
Cohesive Brand Narrative
Developing a cohesive digital narrative of your business is important and the goal for any good marketing campaign.
The importance of having one message across all channels cannot be overstated, especially when it comes to combining SEO with PPC.
Running a discount or promo on your PPC campaign? Why not create a blog post about it that is optimized by SEO?
The goal is to make sure your messaging and offers on both SEO and PPC are one cohesive digital narrative of your business.
Cross-Channel Your Data
PPC data is an excellent source of information for SEO.
Use PPC data to find out which keywords are the most popular and successful, then optimize your site content in order to rank higher in search engine results pages.
Running a PPC campaign also allows you to find content gaps from your website copy and helps you cover all the bases.
Similarly, there are a number of ways that organic data can be used to improve PPC.
Organic data from your site's analytics and traffic sources will let you know which pages and keywords are popular with search engine visitors.
This information is then fed into your PPC campaign so it knows what ad copy, offers, or landing page to promote on any given keyword you target.
Get Powerful Insights
There are a lot of ways to apply insights from both channels but nothing is more powerful than using it to find out content gaps and missed opportunities.
Looking at your cost-per-conversion data from your PPC campaigns and reviewing your search engine keyword ranking data will give you insight on why there is a disconnect on the buyer journey or why your most ranking products or pages are not converting.
Both your SEO and PPC data will give you insight into what your customer is looking for before they convert and what content marketing opportunities are available.
Understand Customer-Buying Process
By combining SEO and PPC, you can also get a much better understanding of your customer buying path.
Not only does this give you the ability to show ads for relevant keywords before they even search for them, but it also allows you to see what content resonates best with customers as they research their purchase decisions online.
This will also allow you to have a good idea of what products or services they need, what type of information they seek out, and when to show them ads (remarketing).
You can also track the customer's journey through conversion-targeted paid campaigns by analyzing clicks, pages visited, and other engagement metrics such as form-fills or downloads.
This will allow you to further optimize your SEO campaign and sculpt your campaign targeting to get better results.
Armed with an insight into your customer's buying process, you can use SEO to target your customers during their research-gathering phase, and use PPC to reach out to them during the conversion phase.
With this, you can ensure that your PPC campaign is working to complement your SEO strategy and deliver results.
Achieve Marketing Goals through Hyper-targeting
Use PPC to achieve marketing goals for a high-value product or service while using SEO to market your entire business or inventory.
If you don't have enough budget to run PPC campaigns on all your products or services, use hyper-targeting and focus your PPC campaigns on specific products and services that you want to maximize exposure for.
By strategically allocating your efforts and your budget between SEO and PPC, you'll get a higher return on your investment.
Stand-Out Call To Action Message
Another way to create a happy medium between SEO and PPC is by using your best-performing ad copy for the content in your SEO. This will ensure that you're taking advantage of both channels to their fullest potentials, instead of working against each other.
It may seem like an extra step but this will help leverage your content and further increase your targeting. It'll also save you time because the ad copy is already optimized for a specific product or service, so all that's left to do is put it on your website page and wait for results.
Use PPC tools to Lift Your SEO
In addition to the traditional uses of PPC tools, there are ways that you can use it as part of your SEO strategy. Most tools you use for PPC you can absolutely use for SEO.
Tools used for pay-per-click management can provide more insights on keyword data and allow you to see which keywords or search terms your competitors are bidding for. You can leverage these insights and incorporate them into your blog content and website pages.
Most SEO agencies use paid research marketing tools for managing ad campaigns and data gathered from these tools can be useful all across your marketing channels. Businesses that collaborate with digital marketing agencies in Singapore can use these to their advantage.
Gaining more insight equates to more effective digital marketing strategies and opportunities.
Use PPC and SEO to combat negative review or PR
Online reputation is an area where SEO and PPC can help. When you're dealing with a negative online review or press release, it is important to reach out directly and address these concerns.
But by combining your SEO efforts with PPC campaigns that focus on reputation management, regaining your positive online reputation can be achieved much more quickly than if you try to do one without the other.
Find out what keywords trigger negative reviews and craft a marketing strategy using both PPC and SEO to make a concerted effort to reach out with your own message.
PPC platforms like Google Ads, also allow Seller Rankings shown on ads and can help cultivate your good standing online.
It may take some time to build positive reviews but starting now will help than starting later.
The truth is when SEO and PPC are used in conjunction with each other they can be an unbeatable team to generate traffic for your business and get more results for your marketing dollar.
In utilizing both SEO and PPC, a business can take advantage of an effective strategy that will not leave your business vulnerable to new trends or changes in technology for years to come.
