How to Use SEO and PPC Together for Better Results

Have you ever heard of the idiom, "Don't put all your eggs in one basket?" Modern digital marketing campaigns usually have many strategies like SEO, PPC, Social Media marketing, etc. You get the best results when you use most of these strategies in a well-planned campaign.

Search Engine Optimization (SEO) and Pay-Per-Click (PPC) are natural companions in a marketing strategy.

Why do SEO and PPC Work Well Together?

Make SEO and PPC Work Together

SEO is an organic and non-invasive marketing technique. It draws your target audiences towards the content naturally with the help of keywords and good information. This is a slow process that takes around nine weeks to start showing results but it can take months to see a true impact.

PPC is a paid advertising strategy. You can publish ads at the top of Search Engine Results Pages (SERPs) of a targeted keyword. Your advertisement will be the first thing a search engine user might see.

PPC delivers quick results. You'll see some visibility and an increase in traffic on day one. You'll see the best results in around one month.

Some marketers are tempted to rely on just PPC or SEO, but the two strategies working together deliver the best results. You approach your target audience from two different directions. Both strategies can provide benefits like:

  • Visibility
  • Brand Awareness
  • Increased Traffic
  • Good Brand Reputation
  • Aid in Collecting Target Audience Data
  • Compensating for The Shortcomings of Each Other

According to Google research, pausing PPC ads has a negative impact on traffic as they drive 89% of incremental traffic.

How to Use SEO and PPC Together?

It is important to create a campaign where these two strategies work well together. This requires a little planning and proper execution. These tips can help you create the best solution:

1. Use PPC to Bridge the Gap

It takes time for a website to crawl up the ranks to reach the first page of a SERP. That doesn't mean you have to stay idle without any visibility. You can start building an audience quickly with PPC. Create an optimized advertisement that will attract audience attention and get high click-through rates with the tips mentioned below:

  • Create an audience profile to know who you want to target. That can work with both SEO and PPC strategies.
  • Choose target keywords carefully for the best results. You can look at your successful competitors and find which keywords they target. You can also conduct industry research to determine which keywords are most popular in your field.
  • Use the right text and A/B test multiple copies of the ad to find the best fit for your campaign. This ensures you're spending your money on the right ads.

Your PPC campaign won't just bring in more visibility, but also generate more user data. You can use this data to optimize the SEO campaign.

Also Read, SEO Rules to keep in mind when developing a website.

AdWords analytics provides a lot of information on user behavior, popular keywords, conversions, etc. All of the analytics data can help with other marketing strategies.

2. Combine PPC and SEO to Combat Bad Reputation

Combat Bad Reputation

It's not easy to maintain a good reputation online. Poor ratings, negative reviews, bad social media posts, and other such factors can affect your reputation. Every company faces disappointed customers, but there's a way to make these negative responses less visible.

The combined forces of SEO and PPC can help push the negative feedback down. Here are some tips that can help:

  • Populate the first page with great, high-ranking content. You don't need to aim for the top few results, just aim to flood the first page with multiple links.
  • Target keywords in the negative reviews with your ads. This can help with damage control if needed. You can place ads that place a positive spin on negative news.
  • Use SEO to build authority and trust, which will help combat most of the negative news.
  • Use PPC to draw people to your most relevant and popular content. As PPC ads are present at the top of the SERP, they're more visible than any negative content. You can distract your prospective customers.

Good reputation management strategies always include PPC and SEO along with some social media marketing strategies thrown in.

3. Retarget People Through PPC

A successful SEO campaign will bring more people to your website. Once people visit and leave your website, they tend to forget about your brand.

Retargeting is the process of showing your ads to people who have already visited your website. This reminds people of your brand and encourages them to revisit.

Retargeted ads deliver 10 times higher click-through rates compared to regular ads. This is a highly effective marketing strategy that works well when you combine SEO and PPC.

4. Find Effective Keywords

Organic SEO is a long-term commitment, so it is important to choose keywords carefully. PPC can help you test keywords and understand if you can use them in your SEO. If your keyword research suggests a particular phrase, use it in a PPC ad. The user response will tell you immediately if the keyword is suitable.

You can also look at the long-term results of SEO and see if the keyword continues to provide good results. If you see a poor performance, update all paid ads that target that particular keyword.

This give and take during keyword research is a great way to link your PPC and SEO campaigns together for mutual benefit.

5. Collect Information

Both paid and organic campaigns will provide a lot of information on factors like click-through rates, bounce rates, conversion rates, session times, origin, etc. Collect of all this information regularly to help optimize all active marketing campaigns.

You can also set key performance indicators on your PPC and SEO campaigns. These performance indicators will help you attain goals and make sure your campaigns are on the right track.

When SEO and PPC campaigns work together, they create magic and bring a lot of visibility to a brand.

Guest Author

Justin Kemp is working as a Jr. Content Writer and blogger with Ranking By SEO. He can be seen blogging about digital marketing, SEO, SMO, PPC, etc.