The two important components of search engine marketing are SEO and PPC. Let’s know a bit about both the components. PPC is a type of paid search advertisement and SEO is about working on the organic search traffic. Although, both are different but very useful when done together. Both PPC and SEO are having similar objectives. They increase website viewership and better the conversion rates.
The research and the strategy part in both the campaigns are extremely crucial. Search engine optimization is a process of increasing ranking of your website on the SERP. It uses on-page and off-page optimization along with numerous other methods. In PPC, the advertisement is published on the search engine result pages and for every click an amount is to be paid.
How does PPC work?
PPC stands for pay per click. It is the advertising which is shown at the top of various search engine pages. Keyword research is executed, ad copies are created, landing pages are made and campaigns are managed. The ad copies are according to the needs of the user’s. It has call to action words which helps in attracting the customer. The geo targeting part of the campaign works better as the location can be included in it. You can have a better customer retention process.
How does SEO work?
SEO stands for search engine ptimization. In SEO, the keywords are used for improving the rankings of the website. The descriptions are changed, new page titles are created and links are inserted for the purpose of making it more authoritative. Once the website climbs up the rankings. The process might take up some time initially but the results which it provides can be quite useful for the long run.
There are several benefits of combining SEO and PPC:
1. Increase social media visibility: The social media visibility is a major factor as it helps in gaining better domain authority. If we are using both SEO and PPC, then your social media followers would also increase. More followers and users means there are greater chances of leads converting in to sales.
2. Gain SERP rankings: Well, who doesn’t want a double degree or win a double prize through a single effort. It is tough but the rewards are quite good. In order to reap better results in rankings, it is essential that both SEO and PPC should be integrated. In both cases, the search results done by users are based upon the targeted keywords.
3. Keyword data share: The keyword research is done in both the campaigns. The actual utilization of keywords in PPC is to provide creative relationship with the consumer. In SEO, the usage of keyword is to determine the architecture of the website. You can outsource content marketing services for creating, distributing, promoting and tracking.
4. Move ahead of competition: In order to get ahead of the competition, SEO and PPC strategy can be combined together. The monitoring can be done to identify competitors in terms of SERP’s position, pricing and branding initiatives.
5. Better decision making: There are numerous similar metrics which can be gathered by using SEO and PPC together. It includes click through rate, time on site, bounce and exit rates etc. You can also procure this data from both the campaigns separately. Using both together helps in doubling up the data. You can also get the knowledge about the keywords which eventually helps in good decision making.
How can SEO and PPC work together?
1. Team work: It is generally seen that the SEO and PPC teams work separately and are not interacting that much with each other. When both the teams interact and work in tandem, it helps in getting better results. In order to produce a campaign which shows high quality output, it’s essential to share insights and data of each other’s results.
2. SEO tools: You can take help from numerous SEO tools which can be used for identifying related keywords. These keywords can be useful for PPC campaigns. This will get the campaign running in a swift manner. Sometimes knowing about the negative keywords can be a huge plus. The keywords used for SEO can be used in PPC campaigns.
3. Keywords: Use keywords from your SEO plan to create a PPC campaign. It is a tried and tested method for getting better results. It is evident that the keywords which have worked for a particular campaign will also be useful in other campaign.
4. Remarketing campaign: You can club your SEO & PPC campaign for remarketing. It helps in bringing back the customers to your website again For example, if a user is trying to buy a product and goes away for a brief period. You can use PPC campaign to bring those customers back. The chances of leads getting converted into sales doubles up.
5. Recover search engine links: When you are regularly using PPC, there might be a thought on stopping it. This happens because you are already having good ranking on organic search result through SEO. If you pause your PPC campaigns, then there could be a negative impact on your traffic. So, usage of PPC and SEO together is quite essential for recovering search engine links.
6. Ad copy performance: PPC team has to share the performance of their Ad copies to the SEO team. So, that it can be used by the SEO team for creating their descriptions. It is a well-known fact that if the Ads are getting a lot of clicks, the Ad copies must be awesome. It can be helpful in taking important cues for SEO.
7. Contact other teams: It is generally seen that the PPC campaigns are also connected with the social media platform like Facebook. By contacting the programmatic and social media team, a balance can be maintained through it. Important information can be gathered from the social media team for running the PPC campaigns.
Conclusion:
In order to create a brilliant strategy, while using both PPC and SEO it is important to realize that it can’t be done without team work. There are lots of information which have to be shared. PPC team work at a rapid pace as they have to show up quick results. SEO team has a process which is a bit lengthy and time consuming.
There is not a single way to execute a plan. You can also come up with your own ideas. A regular meeting can be done on a regular basis so that the communication process never gets hampered between the SEO and PPC team.