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6 Ways PPC Marketing and SEO Work Better Together

Posted by Ian Callanan on July 26, 2016 at 11:00 AM


Oftentimes, people think of pay-per-click (PPC) and search engine optimization (SEO) as being two totally separate and independent marketing strategies. Sure, they are different in a number of different ways. But, they are also very similar in that they both relate to searches. In fact, the two strategies work extremely well together. It is because of this that you should focus on using both PPC advertising and SEO together to create a more successful marketing strategy. Check out some of the different ways that your business can benefit from using these two powerful tools together.

Visibility is going to soar.

One of the most obvious reasons why you should use PPC marketing and SEO together is that you get to benefit from both search engine results. Just because you get to the top of the search engines doesn’t mean that you should eliminate your SEO campaign. You need to continue using both tools together if you are going to be successful in your efforts. When you are able to dominate the paid results and the organic search results, you will increase the amount of traffic your site receives and give potential customers the impression that you are established in your market.

You get to share keyword data.

One of the best things about running both an SEO and a PPC campaign at the same time is that you can analyze twice as much data to come up with the absolute best results possible. When you have an abundance of information to work with, you can figure out what keywords are generating the biggest amount of visitors. Then you can take that information and use it to create an effective marketing strategy that is going to generate the most amount of traffic possible.

You can use your best PPC ad copy to come up with a solid organic content strategy.

What works for PPC often tends to work well for SEO purposes as well. When you figure out which ads are generating the most amount of traffic, you can figure out how to effectively create meta descriptions, content for the web pages, and title tags for all of the pages that you want to gain rankings for in the search engines. With PPC advertising, you get immediate results for your efforts. You don’t have to sit around waiting to find out whether or not your marketing campaign is working or not. You will quickly know whether something is working or not instead of having to wait months, or even years, to test meta descriptions and title tags on your own.

Use search data to configure PPC keywords to your advantage.

The whole point of using PPC marketing is to be able to determine which keywords your customers are currently using to locate the products and services you have to offer customers. If your website has a site search feature on it, you can easily take all of the terms that customers are using to find different products or services on your site and turn those terms into content that your customers are going to find interesting. It also allows you to rename some of the products and services on your site to better align with the needs of your customers. Knowing what your customer is searching for can go a long way in helping transform your website and generate maximum exposure.

You can uncover long-tail keywords that are performing well.

Sites will automatically rank for a bunch of keywords outside of your tracked list. While some of the keywords will convert a lot of lookers into visitors, others might not convert well at all. Many people take this information and use it to form their PPC campaign. When you build your PPC campaign, you want to find keywords that are getting a lot of traffic. Spend time monitoring the long-tail keywords and nice phrases that your site is already ranking for organically. Then you can take those words and terms and turn them into a PPC keyword set that will generate even more traffic for your website.

For example, you might find that the keyword how to bowl is generating a decent amount of traffic. You can then take that keyword and expand on it more to something such as how to bowl a perfect game to get even more targeted traffic to your website. You could even take it a step further and go with something like how to bowl a perfect game in Detroit. These long-tail keywords are what will help you get a more specific audience to your website that other business owners might not be thinking about.

You can build brand SERP dominance.

Many business owners have terms that they branded specifically for their industry and organization. This could be the company slogan or something else. Either way, those terms are a pivotal part of your PPC marketing campaign and shouldn’t be ignored. Just because you branded those terms, that doesn’t mean that you shouldn’t bid on those terms. There are a number of benefits to controlling your search engine results page (SERP) message even more so. You want to take up as much of the SERP real estate as you can. Muscling out the competition can go a long way in preventing them from being able to bid on your brand.

When you combine PPC and SEO together, you can convert people searching the Internet into customers on your site. You will quickly discover what pages convert the best and which ones resonate better with your target audience in general. Knowing what your customers want will go a long way in dominating the market and getting more and more customers heading your way.

As you begin your journey to SEO and PPC marketing, you want to make use of all the different tools that are available for you. Take your time to go through everything and figure out what is going to work in your best interest. By harnessing the power of both tools, you can boost traffic, increase revenue, and gain a whole new understanding of how to best make use of the tools all around you. In the event you need someone to help guide you along the way, you can turn to the help of a marketing professional who has your best interest in mind.

Topics: seo, ppc

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