In this article, I will discuss how you can interlink your SEO and PPC to elevate your digital marketing strategy.
What Will I Learn?
Don’t Fall for Paid Keyword Tricks
In order to make the best use of keywords, it is important to understand the intention behind search terms. As an SEO-marketer, search intent is a number one priority to making our keywords work. Search intent is the “why” behind each keyword query. Why did the consumer make this search? By understanding search intent, you are better able to tailor the relevant answer to their query.
Google’s SEO success has deviated from relevance. Google presents results based on the interpretation of the search term. Google’s SERPs (Search Engine Results Pages) are definition-styled SEO pages, and thus often when you search terms, Google often prioritises definitions at the top of their SERPs.
The bottom line is that you need to make sure your published content aligns with Google’s organic results and helps searchers accomplish the task they wanted to accomplish. Keyword traps are often presented as mismatched intent of double meanings and thus it is important to keep this in mind when you are creating original content for SEO.
Pursuing a new keyword can be a difficult endeavour. Before you see measurable results, it might take a few months. There’s a risk when you are making changes to your digital marketing strategy. If your strategy is impacting your click through rate (CTR) and the engagement is not as high as you would like it to be, then you need to reassess your SEO ranking factors.
Search engine marketing or SEM, is the opposite of this. Having a PPC ad copy can help generate short-term and fast results which the insights taken from PPC campaigns can be used to tailor your SEO strategy. This can then be tested on multiple aspects of your content, building a data portfolio that supports your SEO campaigns.
These aspects can range from headlines to article topics to specific keywords. PPC insights will reveal if headlines are generating click-through traffic, bounce rate and other engagement metrics.
Long-term PPC insights can help you decide what are the best topics to talk about and optimise your meta descriptions and headlines to fit your consumer market’s needs.
Optimise Your Website to Receive SEO & PPC Benefits
An undervalued way of testing your strategy is optimising your website, particularly your landing page. When it comes to brand marketing the most important thing to remember is that what is remembered is what gets done. If you prioritise your landing page for PPC advertising, then your goal conversions will turn into inquiries, demo requests and live chat queries.
Combining this with SEO, you will be able to monitor the metrics on the results generated by your landing page. Finally, through these results you can create educational content for the same or similar topics which drives organic visibility.
Achieve SERP Authority
In order to achieve as much digital real estate as possible on Google, having an organic presence for a targeted keyword is not enough anymore. There is a range of SERP features on Google that defer organic success. From Google shopping results to localised results, the hurdles to jump over are endless. In order to combat this, you need to collaborate between your SEO, PPC and affiliated partners. You need to analyse your SEO performance, find the highly ranked content you have produced and run PPC campaigns against those keywords. This is what creates the SERP authority for your valued keywords.
Uncover the Keywords in a Consumer’s Journey
Expecting every PPC ad or keyword to convert traffic into leads is unrealistic. Creating content just for the sake of lead generation is not the right way to go about creating valuable content for consumers. Instead, you need to focus on a niche market and how you can further educate this market with your business. Your keyword research needs to refer back to user intent AKA transaction vs. research vs. education. The Buyer’s Journey is a phenomenon that illustrates how consumers go from unawareness to decision-making.
Using the buying process as our guideline, your keywords in SEO and PPC campaigns should be educational, solution-generating and transactional. Here at Gekkoshot, we pride ourselves on aligning your business goals with these questions:
- Which keywords are the most profitable
- Which keywords have high conversion rates and tolerable costs per clicks
- Which keywords generate the best sales close rates
Collaborating between the two is how you can really elevate your digital marketing strategy.
Utilise Audience Insights to Clarify Your Messages
PPC has many key benefits other than creating instant results. You can test your ads against a range of independent variables such as age and lifestyle. Audience targeting is how you can test your business and product-specific messages versus interest groups. You can further develop your SEO strategy by discovering the hidden long-tail keyword opportunities and align that with your different target audiences.
Use PPC Conversion Data to Existing SEO Strategy
The key to search engine optimization is the earlier, the better. The longer you use it, the more actionable the insights become. Oftentimes, combining your SEO strategy to your PPC campaign can help create organic traffic in the most meaningful way. Using data from other campaigns such as leads generated from landing pages can help you reassess your digital marketing strategy and make better, more informed decisions.
So What’s the Bottom Line?
PPC insights are valuable. They can help you attain your SEO goals and focus your efforts to better have organic search traffic such as brand visibility and engagement.
,However, when you break it down into sizable chunks, there should still be a heavy emphasis on SEO as a priority. They do go hand in hand but having a solid SEO strategy should be the foundation of any marketing campaign.
Here at Gekkoshot, we lay down the foundations to the continuation of your brand’s success. Contact us today for more information on how you can develop your SEO strategy for ranking success.