The main goal of both PPC and SEO is to capture searchers at their moment of intent. While they are entirely different channels, managed in vastly diverse ways, the end goals are the same--increase awareness, and drive sales and leads. So, let's find out how SEO and PPC can be used in tandem to produce these results:
Use Quality PPC Keywords for SEO Keyword Strategy
PPC keyword data provides a quick and valid way of testing SEO keywords. With PPC data, you can see which keywords are more frequently searched and clicked, and best of all, which convert. This information can help you simplify the research process when determining your keyword strategy.
Use High-Performing PPC Ad Copy in SEO Meta Descriptions
Sure, the meta description needs to describe the page, but that doesn’t mean it also can’t include CTAs and other marketing messaging. Take a look at which PPC ad copy and messages produce the highest conversions. Then use this same messaging in meta descriptions for your most important SEO pages. Not only can it help to increase click throughs, it also creates a consistent brand message throughout the SERP.
Return SEO Visitors Back to Your Site with Remarketing
If your website is ranking in top positions on page 1 for top-tier SEO keywords, that’s awesome! Keep up the great work, but don’t call it a day just yet.
Organic search visitors reach your site during every stage of the purchase journey. Ideally, they’re in the final stages and ready to purchase. But more often, they’re in the first stages, still researching and validating their decisions.
Using remarketing campaigns, you can bring these window shoppers back when they’re ready to make a purchase. And since they’ve already visited your website and know about your brand and products, they’re more likely to complete that purchase with you.
Combat Negative PR with PPC
Companies sometimes come under fire due to negative statements about them from online users. In the wake of such events, using a combination of PPC and SEO efforts can help your brand or company control the negative PR nightmare. With SEO results take time to reach top positions, PPC can be at the top of the list with the right budget. Leverage this ability to dictate your positions to control the brand message.
None of your marketing efforts—whether online or off—should be managed in a silo. PPC and SEO are no different. By integrating PPC and SEO strategies and data, you can learn a great deal and improve performance of both initiatives.