Many site owners tend to treat SEO and PPC strategies separately. Yes, they are different and distinct in many ways, but it can still be a good idea to think both as two sides of the same coin. I shall be discussing the various ways which make PPC and SEO better when the two are used together.
As stated in the beginning, PPC and SEO essentially fall in the same domain: search. The two processes complement each other in many ways, thus leading to a more effective and highly successful search strategy. Consider the following aspects that underline how a coordinated SEO-PPC strategy adds up better and is greater than the sum of its parts:
Added exposure on SERPs
Enhanced visibility thanks to added exposure on the relevant search engine results pages is the most obvious advantage that a combined SEO-PPC strategy offers. Site owners are often inclined to cut down on PPC once a search term secures the desired ranking. However, they fail to realize that the top results on most SERPs are invariably PPC ads. So dominating the organic as well as paid search results will significantly boost traffic, and also convey the impression that you have established presence in a specific domain.
Sharing of keyword research data
Simultaneously conducting organic and PPC campaigns will give you double the data for accurate analysis. Decide which organic and PPC keywords boast of the most efficient conversion rate, and then use that bit of information for optimizing your overall strategy.
Quick testing of page attributes
What might work for PPC is also likely to work for SEO. By deciding which of PPC ads lead to the most conversions, you will have a fair idea as how to construct title tags, meta tags, descriptions and content for the webpages you wish to rank organically. Using PPC ads to test certain webpage attributes ensures the immediacy of the results. It doesn’t take long for you to know what works better and what doesn’t, whereas organically testing page attributes like titles and metas can take longer.
Integration of E-Commerce feeds into your AdWords results
You can link specific product pages with Google to PPC ads that feature the product, along with reviews, to guide the user to that product page directly, in order to effect a purchase. This is a great way of boosting your e-commerce efforts.
Site search data to figure out PPC keywords
The prime goal of PPC advertising is figuring out keywords that your customers primarily use to access a specific product or service. Enabling search on your site and analysis of the terms, which are more frequently used, can offer precious insight into the needs and search habits of your customers, allowing you to refine your search strategy.
