the short story project


Nancy Petter

How to Blend Your PPC and SEO Strategies

Search is often approached in different ways by different organizations and marketing teams. In-house, it’s easier to look at search as one holistic bucket…often minimizing the differences paid and organic have and how that affects their strategies. At agencies, it can be easy to only focus on one or the other. Especially if you are only getting paid to manage one channel for your client.

Either way, it’s important to remember that they are fundamentally different in how they bring traffic and visibility to your site, and they require completely different skill sets to manage and optimize for effectively. They sit as different foundational pieces of a larger digital marketing strategy. We’ve talked about those differences in the past and why you should recognize them in your overall search strategy. We also talked about how even though those differences are real, they ultimately share the same SERP and we want those strategies to complement each other.

In this post, let’s dive a bit more into “how” SEO and PPC can work together for greater overall search success.

SEO + PPC = A More Successful Search Strategy

The list of opportunities you will find by having open lines of communication between PPC and SEO is going to vary depending on your business and site. But here are some ways we at Portent blend our strategies while respecting the need to approach each individually at the same time.

Keywords and Keyword Data

One of the biggest opportunities for growth when trying to bridge the gap between SEO efforts and PPC management is keyword and keyword data sharing. It’s difficult to truly understand where your attention and ad dollars will be best used without getting a clear picture of how a site is performing from an organic keyword perspective and a paid search query perspective collectively. One without the other will surface opportunities, but it is still only part of the SERP story.

PPC keyword data can and should inform SEO opportunities. This might mean things like updates to title tags. It might mean informing content creation, or just mining for new ideas in general by reviewing search term reports.

And SEO keyword research should influence PPC keywords and targeting. One way is by using PPC Company New York to fill in the gaps that you lack organically. You might also use your SEO keywords to define which campaigns to build at all on the PPC side.

Where to Focus Your Content Efforts

Similar to keywords, you should also look to your pages themselves for content inspiration to share between paid and organic efforts.

Pages that rank and perform well organically can inform what you want to build out in search campaigns. Certain hubs or pages on your site that get great traffic do so for a reason. They are optimized, well-targeted, resonate with your audience, and maybe a strong competitive advantage for the business overall. Use that to inform where PPC spend will be best used and most likely to succeed.

Conversion Rate Optimization

Idea sharing between PPC and SEO for conversion rate optimization (CRO) testing is a two-way street as well. That said, we see the largest lifts taking findings from SEO to influence PPC landing pages.

CRO is massively important for PPC success. If you are paying to send traffic to landing pages, it is paramount that those users perform your desired actions. By looking at what pages in search are receiving the most traffic and best traffic engagement, we can find ideas to improve PPC landing pages. It might be the copy on those pages, the calls to action, or specific content pieces like a video or imagery. These are all things to look at as opportunities to improve PPC landers and boost conversion.

Competitive and SERP Analysis

This one surprises me. Organic and paid share a SERP (although not truly competing against each other). We all know this. But far too often, PPC teams only look at competition in the paid results, and SEO teams only look at competition in organic results. However, most users don’t see the paid and organic results separately…they see the search results collectively.

Combining PPC and SEO for one comprehensive SERP analysis can provide a single tool that will benefit both. Doing that analysis and sharing findings for your competitors’ overall SERP presence can then be taken back to each team individually to find new ways to lift the site’s overall visibility.

Visit our website

Read More