Search engine optimisation and pay per click advertising are often treated as two completely different strategies. While there are differences, it is important to remember that they are both under the search engine marketing umbrella. A very successful digital marketing strategy is generally a result of both efforts working hard to complement each other.
Let’s take a look at some of the reasons why digital channels should work together to give you the best results.
- You gain more search engine real estate
People trust a business more when they show up with paid search ads and organic search results together. How does it build trust? You begin to dominate the search engine results pages (SERPs) which in turn gives searchers the impression that you are a well-established brand in your given market. Furthermore, click-through rates (CTR) are improved for any given search query when the searcher is presented with more opportunities to click in a way that benefits you.
If you don’t advertise on your keywords, someone else will take that space and show up close to your organic results. This results in fewer people clicking through to your website. So, using SEO and PPC together will effectively keep competitors at bay.
- Sharing keyword data will increase the intelligence of both campaigns
Keywords are the foundation for any successful online marketing campaign. For PPC strategists, keywords are utilised to connect with searchers who are generally further down the conversion funnel. In other words, their buyer-intent is much stronger as they have already done their research. In the world of SEO, keywords help define the content on and off the page, as well as the backlinks that are built and the meta descriptions that are written.
Both sides conduct keyword research at the start of the process as well as on an ongoing basis. This data needs to be shared across teams in order to keep the brand messaging consistent as well as to improve overall performance. Here are a couple of ways that keyword data from both sources is beneficial:
You can test keywords in PPC campaigns before adding them to your SEO plan. This allows you to only focus on the keywords that you know will work for your business.
It allows you to split your keyword research into two keyword plans, a short list (SEO) and a long list (PPC). This will helps make better-informed decisions about what keywords you’re targeting.
Using PPC will help you to capitalise on the keywords with high search volumes that have a high keyword difficulty for SEO
- Achieve short term and long term traffic for maximum SERP exposure
The overall SEO process is a challenging one and can’t be achieved overnight, especially with keywords that have a higher difficulty than others. If it is crucial to your business or it’s a message that you need to get out quickly, then you can start bidding on these keywords in your paid search marketing campaigns. This buys you time to work your way up in the rankings while also giving you meaningful insights through the search term report that content marketers can then use for on-page or off-page content.
- Remarket your site to your organic visitors with PPC
Use remarketing campaigns to reach people who have visited the site organically. Paid search allows you to reach them again in case they have forgotten about you. Whether you choose to do it through display ads or through remarketing lists for text ads, these types of campaigns generally tend to bring in more conversions due to good quality scores and cost a lot less than others (lower cost per click).
- Test ad copy to determine what will work better for metadata
Platforms like Google Ads and Bing Ads give you lots of room for testing out what kind of headlines, landing pages, keywords and ad copy converts and what doesn’t. This gives you more than enough data insights to work out what kind of copy and keywords you should be using in your website’s meta descriptions, meta titles, alt tags and heading tags.
- Display ads build brand awareness that leads people to search organically
When people come across display ads relating to your business, you subconsciously create an affiliation in their mind. Later, a customer may use your advert’s terminology or brand name when searching and may come back to you through organic search results.
Need help creating your digital marketing plan? As a digital marketing agency, we know the ins and outs of SEO and PPC to help you drive traffic to your site in turn, boost revenue for e-commerce sites or conversions for lead-generation sites. Feel free to get in touch with us to discuss your digital marketing plan whether it includes, SEO, PPC, email marketing or social media marketing.