Strategies to properly combine PPC and SEO
Posted: Sun Jan 19, 2025 4:22 am
Here are 7 strategies to properly combine PPC and SEO:-
Keyword Research/Expansion.
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 canada phone number list 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.
Keyword Research/Expansion.
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 canada phone number list 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.