8 Ways to GET PPC and SEO working together in 2023
SEO and PPC are much known notions in the arena of digital marketing. SEO, aka search engine optimization refers to optimization of content to improve ranking on search engine pages. Better rank brings more click, more purchase and more audience. PPC, aka paid per click on the other hand, refers to the usage of compelling ad copy to drive in traffic. Now imagine combining these two strategies. Well, your digital marketing graph will rise, your brand will have higher rank, better traffic and ultimately more ROI (return on investment). How do we bring PPC and SEO together, that we will find out in the steps listed below.
Steps to combine SEO and PPC
Dominate The SERPs
SERPs is elaborated as search engine results pages. They are a result of paid ads and organic results. Organic traffic and paid search, you see, constitutes 80% of all the website traffic. Out of this 80%, 53% is organic, and 27% is paid search. One should integrate both paid search and organic strategies when crafting a marketing plan. Optimising both PPC and SEO, as per the best SEO company in India, increases your rank. It helps your brand to rank better on both organic and paid listings. Hence, there are more clicks and viewers and customers.
Keyword Data and Research
We know that SEO and PPC take up a large amount of data for optimizations and A/B testing. Now, mixing up both the techniques will help you to share data between the channels. PPC’s data will help in quick evaluation of keywords. Herein you can shortlist the best performing keywords and then incorporate them into your organic content. The result will be sustainable success. Similarly you can use SEO’s data for starting new paid campaigns. The SEO data will clarify all the queries.
Share PPC insights on best performing ADS
Next, share PPC insights on your best performing ads. No matter how strong your keywords are, they take months and money to give you significant result. However, using SEM and PPC can be beneficial here. PPC gives you quick result. Within a few days you will know if your PPC tactics and data is working or not. You can then incorporate the same details of PPC in your SEO strategy and gain a quick success. You have the option herein to try as many ad copy variations as possible. The primary things one should test here are:
Specific keyword angles.
Landing page variations.
Headlines, title tags, and description copy.
Keywords and topics.
New product messaging.
Your PPC campaign results will tell you if the headline is effective in getting more clicks, more time on page, more bounce rate, and other engagement signals. Longer tests will even tell you about the demand and impact of specific keyword. Accordingly you can notify your SEO team. One can also use PPC insights to write and optimize meta descriptions. It will help you cater to the audience's needs.
Optimize landing pages to benefit from both PPC and SEO
As per the best digital marketing services in Lucknow, one should optimize landing pages both from PPC and SEO. It will render various benefits such as saving money, saving time and energy. Align the most important assets of your SEO and PPC via these three methods:
1. Built a noindexed, conversion focused landing page for PPC advertising. In these landing pages focus primarily on demo requests, form completions, live chat inquiries, etc.
2. Work with SEO and CRO teams for creating up new landing page variants. Use intelligent hypotheses. Use split testing on these pages and monitor the results.
3. Work with the SEO team to create a separate asset. It should be in a longer-form and educational so as to drive more organic visibility.
Above all, make a sound and secure search engine marketing strategy.
Apply PPC Conversion data to your SEO strategy
The most intelligent way for successful marketing is to apply PPC conversion data to one’s SEO strategy. The longer you run your search engine optimization the more actionable will be your data. Experts say that aligning SEO strategy with PPC campaigns will help in the growth of organic traffic. Use the famous pillar clustering model. It is an incredible method of internal linking mechanism. The tactic will boost your ranking. Along with improving your ranking, this technique will also help in building authority.
Collaborate on first party data readiness
As per the best marketing company in India, one should collaborate first party data readiness. All the digital marketing campany in india should use first-party data. You need to understand if your brand requires input from both your SEO and PPC teams. People who have heavy marketing campaigns will be more reliant on native audiences. This maybe a problem, because although these audiences are strong but they underperform in comparison to brand-tracked activity based audiences. The trick here is to use analytics audience segments. It eases fluctuating quality. And since these audiences require consent so endure that your tag is updated to GA4. While setting up cookie consent follow cumulative layout shift (CLS) rules. Also, make sure that the first-party data is protected. Work with your SEO team’s content campaigns.
Tool sharing is again an effective method to combine SEO and PPC. The most popular SEO tools are SEMrush, Ahrefs, and Moz. Paid search, on the other hand, relies mostly on Google’s Keyword Planner. If you blend in all these tools there will be more data and better insights, which shall benefit for both SEO and PPC. One can also use Google Search Console. It is an amazing tool for both SEO and PPC. It will help you know which audience is searching for your content. Accordingly you can write ad copy and organic content.
Final on the list is remarketing. You see whenever a user visits your site, there is a chance they may convert into buyers. They may end up buying or clicking. But if they do not convert, then you may lose them forever. It is here that using PPC becomes effective. PPC
help to retarget audiences that have already visited and left a site. Thus, the probability of CTR (click-through rate) increases. The audience is prompted to visit your site again.