An SEO campaign is a method for including content on your site for increasing the site’s organic traffic through enhanced visibility in the search engine whereas a PPC campaign is the advertising solution, which seeks to generate the traffic through carefully created and targeted advertisements in the search engines, social media, and popular websites.
SEO is a key to successful online marketing because it gives your business the best chance to appear in the searches – even if the optimization process is a little delayed. But advertisements through PPC allow you to reach customers more efficiently and provide customization services to your campaign.
It’s worth considering that both SEO and PPC ads can help in different ways for digital marketing while these two tactics are both encompassed under the umbrella of SEM (Search Engine Marketing). A common viewpoint about SEM is that; SEO is too slow and PPC is too complex for digital marketing.
SEO and PPC combined strategy help you to connect with the users or searchers when they are looking for what you have to offer. Using both SEO and PPC tactics is the underrated way for digital marketing performance but it may give you the best chance of bringing visitors to your website. It can help you to thrive traffic for your website in the short term and enhancing your online business performance for long-term success.
PPC being the SEO’s powerful tool—and vice versa. Both methods are supportive of each other for producing gains in business. Following explained are the ways to flourish in both SEO and PPC for digital marketing performance.
1. Avoid paid keyword traps.
PPC and SEO both are dependent on keyword optimization to appear on the relevant searches. Businesses that have optimized their websites already have the keyword data that is informed to the PPC campaign to produce better outcomes.
Those businesses that are new to SEO, can face a challenge for taking time to show results in the search engine whereas PPC campaign produces robust results. That successful keyword information can be passed to the SEO campaign helping in the optimization of the website and enhancing its visibility.
A common mistake for keyword generation is aligning the wrong keyword intent. SEO-focused advertisers understand the keyword result and search intent, making the collaboration of SEO and SEM critical.
Google uses its interpretation of results from the keyword search. For example; if you query “sales pipeline” or “sales funnel” on Google, the search engine results page (SERP) results will be the definition or description style pages as shown in the figure not the product or business website will be ranked in this search history
There might be some results that can appear in the search that are irrelevant, but they can be affordable to some large-scale businesses that might get lucky and grab some attention and still contribute to making a profit for Google. Whereas, the SEM has a great disadvantage and cannot afford to pay for the advertisement.
The bottom line is that the SEO will review the SERP signals to make sure the searches that appeared are aligned with the google organic search and hence, help to satisfy the searchers to accomplish the task they need to complete. This is particularly helpful in keyword trap-where the phrase or list of words from the content has the dual meaning or the mismatched intent that has the potential to appear in the searches. This keyword or intent will be caught by the SEO and shared the insights with the PPC team which will lead to enhance the visibility.
2. Share PPC insights on best performing headlines and descriptions.
As explained earlier that the SEO campaigns have a slower pace than PPC. SEO campaigns pursue a keyword and align traffic to the website according to the organic ranking and hence, it’s a long-term process for business development. If it was the right keyword and catches the traffic then it’s a great success for the business right away. This website visibility and appearance analytics are also measured through the click-through rate (CTR) and the open rate which ultimately helps in the SEO ranking factor. Even if the ranking of the website is good but its CTR and content engagement is low, then the SEO factor not will be much of a success to the business development.
SEM operates relatively differently for the PPC campaign, it is robust for the PPC because it works efficiently and gives short-term results. These short-term insights can be tested with suitable variations and when fueled to the SEO strategy, both can be used to enhance the website visibility and product growth.
Some tactics you can adopt to test the PPC performance:
Title phrase, business tag lines, and content revision
Specific catchy keyword and topic for the content
Keyword placement and alignment with the text
Landing page with customization
New product branding
PPC will measure the individual keyword performance, customer insights, website CTR, bounce rates, conversion rate, time on page, demand fluctuations to check the brand market performance. This helps to examine your analytics closely and also in improving brand awareness and website traffic. Hence, use PPC to identify the keyword, optimize the metadata and content according to the user needs. SEO and PPC combined strategy help to gain the maximum benefits for the brand marketing and business growth by engaging the customers and increased buying.
3. Optimize your landing pages to reap both SEO and PPC benefits.
Optimization of the landing page is the key point to focus on for effective results for the brand marketing campaign. You cannot make a good business without working on the landing page optimization for which you need to align the PPC and SEO to make the business profitable and successful.
The following action must be taken for optimization of your landing pages:
Generate segmentation of the business aligned with different pages for efficient monitoring of results
Create conversion goals for the form filling, demo requests, and live chats, etc.
Build a separate written article or content with SEO standards for attracting organic traffic.
4. Work together to achieve SERP domination.
PPC advertisement results in the top appearances in the search engine. When coupled with the SEO campaign, it can maximize the SERP coverage. You need to analyze the SEO performance to find your top-ranked blogs, product and go for the paid keyword advertisement. This strategy can also help in gaining double exposure by increasing the chance of CTR and hence, well represented in the SERP. This provides the customer with confidence that the company or business is well-reputed so the landing page needs to clarify the guide prospects to the brand and encourage the engagement of customers.
5. Reveal "hidden keywords" within the buyer journey.
For keyword research, it is important to keep in mind the experience of customer’s prospects about the brand. It can be broadly classified by categorization such as:
Educational content including writings blogs, guiding tutorials, resource materials, etc.
Solution to the problems by reviews, user manuals, integrations
Recent researches and innovations such as research blogs, form fillings, information pooling, and ideas sharing
Product transaction with product licenses, downloading, free trails, buying, pricing, etc.
Advertisers should be more focused on the solution for content material and the transactional opportunities for increased traffic on the website, resulting in business growth by increasing the buying of the brand. This can be best obtained by experiencing the SEO and PPC combined strategies to gain the maximum benefits for brand awareness and increasing business development opportunities.