7 Ways to Use Paid Search & SEO Together
Paid search and SEO work differently to get visitors to your website. Paid search can yield almost immediate results but can be expensive. Conversely, SEO is relatively cost-free, but optimization efforts can take a long to impact organic rankings. Both are important online marketing elements to but they can take different priorities depending on your goals and time.
At first glance, SEO and PPC may seem to have little in common. Both tactics aim to increase your website’s visibility on search engine results pages. You must do in-depth keyword research, assess the competition, and develop an optimal landing page before launching a pay-per-click campaign.
All of these activities are necessary for promoting a website naturally. Thus SEO tools may help you manage your PPC routine more skillfully. It helps to conceive these two marketing strategies as sides of the same coin rather than opposites.
Let’s look at how SEO and PPC interact, influence one another, and consider some best practices for doing so.
Here’s a quick explanation of search engine optimization, or SEO, in case you’re not already aware. A website may use SEO better to appear higher in searches for certain keywords or phrases. For instance, a business that wants to raise the ranking of its website for “camera bags” might create detailed product descriptions that contain this phrase, edit the text in the page titles and meta descriptions, speed up the website so that it loads more quickly, and obtain links from websites that deal with cameras.
Most companies raise their search engine rankings by focusing on the terms customers are most likely to use to search for your goods and services. When you concentrate your marketing efforts on organic search, customers are more likely to discover you when they look for items associated with your brand, service, product, or company.
Increase your brand recognition and Google visibility by optimizing for organic search, which is important if you want your business to flourish. When you optimize for organic search, you raise your position in the SERPs, which raises your domain authority and increases your online exposure.
By developing new material, updating current information, and building online citations for your company, you may increase your SEO, backlinks, and Guest posts.
- No financial commitment is required
- Excellent return on investment since well-placed keywords generate income from organic clicks.
- Results come slowly.
- does not ensure that you will be in the top position
- You have to pay for consulting if you need help handling SEO internally.
- Intensive resource use
PPC (Pay Per Click)
The advertising you see at the top and to the sides of searches on Google, Bing, and Yahoo! is known as PPC, or pay-per-click advertising (among other search engines or social media networks). Because the businesses who post the ads only get paid when a click is made on one of them, they are known as “pay-per-click” advertisements.
PPC advertisements are often a cost-effective strategy to attract new clients. The cost to bid on certain words and phrases, however, varies. Due to the intense competition, certain keywords may be inexpensive, while others may cost hundreds of dollars for each hit.
Usually, the setup goes quickly. Any advertising platform will allow you to get started relatively instantly. PPC provides feedback more quickly than SEO does. With PPC, you can build up a campaign, carry out split testing, and track the outcomes to determine what is effective.
Additionally, PPC permits more targeted exploration. With the help of geography, hobbies, and purchasing patterns, you may segment your audience to focus on those more likely to make a purchase. You pay for visitors you want to your website.
- Contains a majority of the stuff
- Enhanced aiming
- Quick appearance in search results
- Bid for the best outcomes.
- Requires advertising budget
- constant monitoring is essential.
- Demands a great deal of testing
Using PPC and SEO Together:
The first step is to implement each program consistently and with a suitable message. After all, making visually and acoustically different advertisements from your website may confuse visitors and drive them to leave. You need to make sure they integrate well rather than functioning alone.
The positive news is that you may hurry campaign optimization and increase ROI by proactively ensuring that your search engine marketing’s paid and organic components function together.
Strategies to properly combine PPC and SEO
Here are 7 strategies to properly combine PPC and SEO:-
Use Google Analytics and Webmaster Tools to see what keywords drive your site visits. If those keywords/queries aren’t already present in your paid search campaign, add them and try them out. Use your Adwords tools to determine if the traffic volume is worth the cost. On the flip side, take your highest converting paid terms and prioritize the ones you can rank organically. Start with the top converting and high-quality score terms. Oddly, those keywords are very relevant to your business and may have a good chance of converting organically. Start creating content around those keywords to increase your ranking in SERPs.
SEO Titles & Meta Descriptions, PPC Ad Copy.
The structure of paid search text advertising in SERPs is remarkably similar to that of organic search results. It allows us to evaluate the performance of the best PPC ad content against SEO titles and meta descriptions regarding CTR and ad quality score.
The converse is true, as we may use the most effective SEO titles and meta descriptions to inspire the keywords and wording used in PPC ad text. We can reduce the required testing by researching what is effective on each channel.
Paid Links + Organic Links = Clicks.
Studies have shown that users have a higher propensity to click on your paid link if they see your organic link listed, as well the other way around. This may seem counter-intuitive, but the truth is that unless your organic ranking is within the top 3 positions, it’s much harder to come by clicks. If you’re not on the first page of the rankings, it’s even less likely you’ll get the traffic you’re looking for.
A 2012 Google study says just that. As Brightedge put it, “the study focused on the interactions between organic search results and paid ads, found that even for sites claiming a No. 1 organic ranking, paid ads provided 50 percent incremental clicks (meaning, half of the top-ranking site’s visits would not have happened without the presence of paid ads).” If you aren’t running a paid search in tandem with your top organic links, you could be leaving clicks on the table.
Increased visibility in search results.
The increased search engine exposure attained as a result of combining PPC and SEO techniques is one of its most important advantages. Implementing an SEO strategy and optimizing your content for search engines after doing some initial keyword research and content preparation will eventually increase your website’s search exposure and organic traffic.
Running PPC advertisements, however, may rapidly improve your search exposure. Ads are normally authorized for a Google Ads account in around one working day. The potential to boost website visits and sales is increased if you invest in advertisements targeting the same keywords that your SEO efforts focus on. It will enhance your search presence by giving your website two listings in search results.
Rankings, ad placements, and the cost of spending in both sponsored and organic searches are significantly influenced by competitors. SEO may benefit from knowing who dominates the SERPs and spending the most on ad slots. It also works the opposite way around. For both organic and paid searches, competitors are sometimes different. Additionally, they alter over time due to adjustments in algorithms and SEO strategies. Sharing competition data from the past and the present may assist with understanding the possibilities for rankings and bids.
Insights regarding who the biggest rivals are, how much effort they are devoting to search, and how different keywords vary in terms of emphasis may be used by both SEO and PPC. Knowing where competitors are spending money and vying for the position can help set realistic expectations for the difficulty of ranking and the cost of promotion. Additionally, it may highlight neglected regions and indicate the locations of the real low-hanging fruit.
Your advertising’s overall quality is estimated by its quality score, which considers various factors, including the relevancy of the landing page since it measures how well the page matches the ad. On-page optimization is what it sounds like—optimizing the page to target a particular keyword. It is done by improving the website’s quality content, headers, and navigation to the conversion point or end goal. It may result in higher ad placements and cheaper click costs for PPC, greatly simplifying the work of a hired specialist.
Get Content Ideas.
For SEO purposes, content really is king. Before developing content around certain keywords, topics, etc., test it with paid search first. If it converts well in paid search, it also has a good chance of working for SEO. If it doesn’t work on the paid side, it might not be worth investing too much of your time. With SEO, things take time to make an impact, so the paid search is a good way to test ideas without spending a lot of time waiting for results.
Obtain the most precise tracking available.
PPC monitoring and SEO tracking often seem different since they use distinct tags, value various objectives, and use various metrics. These monitoring and analytics tools are only sometimes interoperable, even when they are all produced by the same business. However, combining knowledge from SEO, PPC, and Analytics with a few hours of Analytics consultancy, you can produce a thorough, precise single source of data for page and event monitoring.
To maximize the effectiveness of your digital marketing, you can mix SEO and paid search in various ways, but there are many more options available.
Utilize Captivating Copy.
Take the headlines and ad language from your top-performing advertisements regarding click-through and conversion rates, and incorporate them into your meta descriptions and title tags. Furthermore, you may use material from top-performing organic sites in paid advertisements to observe how it performs.
How do SEO and sponsored search interact?
One of the finest PPC strategies for boosting your SEO efforts is remarketing. Customers who have shown interest in your products or services through organic search can be re-engaged with the help of sponsored search. Compared to regular searchers, these leads are farther along in their trip.
Does sponsored search include SEO?
Only organic search results are dealt with by SEO, which is divided into the following groups: The process of optimizing your website for keywords that your target audience uses to search the internet is known as on-page SEO. The king of on-page SEO is content. Page titles, headline tags, meta descriptions, and URLs are some examples of these components.
How can SEO and PPC advertising work together as a team?
PPC provides a fantastic testing ground to rapidly assess keywords and see how they perform with your target demographic in the ad text. The top-performing keywords are included in your organic content to ensure long-term success. Similar to how you may confidently launch new sponsored advertisements using your SEO data.
An online presence is essential if a company wants to prosper, develop, grow, and endure in the modern world. Understanding digital marketing is thus crucial, as is knowing how to utilize SEO to boost organic traffic and PPC to boost sponsored traffic. If you have to pick between either or, go with both and combine your SEO and PPC efforts to get the most out of your online presence and your digital marketing plan.
However, combining PPC and SEO allows you to acquire twice as much information, which helps in your decision-making. Use the appropriate combination for your marketing objectives after understanding the advantages and disadvantages of each. Both short-term and long-term ROI is possible with the right SEO and PPC solutions.
A solid marketing plan requires both organic and paid searches. The beneficial correlation between organic SEO and sponsored search initiatives demonstrates the impossibility of siloing today’s effective marketing division. Gather your teams to discuss the synergistic possibilities of search engine optimization and pay-per-click advertising.
Get more paid search and SEO tips by subscribing to our VR Buzz weekly newsletter.
© 2015 – 2018, Contributing Author. All rights reserved.