SEO and PPC integration have been considered a combination of a successful digital marketing plan. Whenever we discuss digital marketing, we usually choose between SEO and PPC. But did you know that by integrating SEO and PPC, you can maximise marketing benefits and increase your chances of success? PPC and SEO are the bread and butter of digital marketers and experts are using both for successful marketing campaigns. Over 8 million searches are made worldwide daily on Google only, and digital marketing is about turning these queries into revenue.
People’s searching behavior has changed entirely in the digital era. We now “Google” our queries rather than asking someone or finding them on the Yellow Pages Whether it is about research or purchasing any product the first thing consumers do is search it on a search engine. Both PPC and SEO campaigns are made to achieve the target, and using them together can be pretty beneficial for a successful digital marketing campaign. However, due to differences, both strategies are used in silos and sometimes get pitched against one another. Despite all these differences, finding a way to integrate both and use them accordingly can be quite beneficial.
Here in this blog, we will go through what is SEO and PPC and how to integrate them cohesively and get maximum benefits for business digital marketing.
What is SEO?
SEO is a process of improving website ranking on SERPs for different search engines like Google and Bing, with different strategies. The SEO is based on these pillars:
- On-page SEO: It emphasises keyword research and content optimisation
- Technical SEO: Based on improving website speed, keeping it bug-free and optimised for mobile phones. Moreover, optimise the technical aspects of websites to increase crawling and fast ranking and indexing of the page.
- Off-page SEO: It is all about increasing brand awareness, establishing the authority of the website, improving DA, and sustainable high-ranking through different methods mainly based on backlinking.
What is PPC?
PPC is an abbreviation used for the Pay-Per-Click term. It is a type of digital marketing where businesses pay every time visitors click on the ads. It is done by bidding on the selected keywords to increase the chances of visibility in the SERPs. The ads usually appear at the top once you enter the relevant queries.
These ads offer flexibility so you can make big-time changes according to the target audience, budget, ad copy, and bidding strategy. PPC ensures businesses that their product or services will be highly visible every time users search for a related query.
How to Integrate SEO and PPC?
Here are a few tips to integrate SEO and PPC:
Create a Comprehensive Keyword Strategy:
Start b testing different ads while your run PPC campaigns and see what keywords or messages are converting leads to revenue. Afterward, use these findings to shape your search engine optimisation strategies. You can create keyword clusters and work on them thoroughly.
To make things easier, start with online tools such as Google Ad Planner to discover which keywords are used by your competitors and see real-time examples of campaign ads. By using the tool you can check various things such as conducting competitors bidding ads, contemporary trends, and common ad copies. It will help you in running a successful PPC campaign and provide a list of the most useful keywords.
Use Data to Boost Efforts:
You can get data from your PPC and SEO campaign and leverage it accordingly to boost SEO efforts. The data from both campaigns can help in pointing out loopholes and help in improving the efforts. You can check these key metrics to measure SEO and PPC performance
Impressions: Check the data to see how many times your website appears in search results and how many times your ad is displayed to visitors.
Click-Through-Rates: CTR or click-through rate data can be quite useful for PPC and SEO campaigns. Leverage the gathered information to see how many and who clicked on your listings after your site displayed against their query. Likewise, check the % of visitors to the relevant ad and their CTR after viewing it.
Conversions & Conversion Rate: Leverage the data to see how many times visitors completed your desired action (for instance, downloading the eBook, subscribing, filling out the form, or buying anything) from organic research. Use the same data for PPC and see how many users completed your desired action after viewing the ad.
Use PPC and SEO to Target Visitors on Different Stages:
You can use SEO and PPC to target visitors on different stages of the internet. We can simplify the stages by breaking it down in three steps:
ToFu – Top of the Funnel: It is a stage where users become familiar with your business
MoFu – Middle of the Funnel: If your content is optimised and drags user attention, they move to the next stage, which is MoFu. The stage where they click on the website and become more engaged with your business (yet not converting)
BoFu – Bottom of the Funnel: The last stage is where users are ready to convert and buy or avail of your services. You can optimise your SEO and PPC campaign to target these steps such as optimising content, answering questions based on relevant keywords, providing attractive Call-to-actions buttons, adding supporting content, etc.
Conclusion:
There is no doubt that SEO and PPC integration can bring success and boost to any digital marketing campaign. The blend of the two is helpful in higher rankings, better ad performance, more conversions, and establishing business as a brand.
Make sure to strategise focusing on three main factors i.e., comprehensive keyword strategy, leveraging analytic and audit data for crafting campaigns, and creating a strategy to attract user attention at all stages (Tofu, MoFu, and BoFu). So, you can ensure more chances of success for your business and generate more revenue.
