In the rapidly evolving landscape of digital marketing, 2023 has seen some significant changes. As traditional methods give way to digital media, the need to blend Search Engine Optimization (SEO) and Pay-Per-Click (PPC) strategies becomes more important than ever.
Here are five proven techniques that bring together the power of SEO and PPC, helping you stand out in the competitive digital space while maintaining a professional edge.
1. Leverage Keywords for Growth
Search Engine Results Pages (SERPs) play a huge role in online visibility, combining both paid advertisements and organic search outcomes. A combined approach to organic and paid search contributes to 80% of web traffic. With an astounding 1.2 trillion annual Google searches, it’s imperative to optimize both strategies to claim a prime spot in search listings.
By focusing on both organic and paid search, your website can position itself at the top! This comprehensive approach not only boosts click-through rates but also establishes your authority in the competitive digital landscape.
Our team at Simply Clear Marketing helped A.M. Sun Solar gain SERP dominance using a combination of PPC ads and strong SEO tactics. Having these strategies work in tandem has grown website traffic by 23% year-over-year, while also helping our client achieve their solar sign-up goal before the Net Energy Metering deadline took effect in April 2023.
2. Incorporate Data for Better ROI
Data is the foundation of both SEO and PPC initiatives. Incorporating these strategies allows for effortless data exchange, valuable insights, and effective A/B testing. You can use PPC campaigns to evaluate keywords in real-time, gaining insights into what your target audience is searching for on the internet.
These high-performing keywords can then be easily added into your organic content, ensuring sustained success. Also, insights from SEO data can provide a solid foundation for successful paid advertising campaigns. By understanding user search queries and keywords that drive website discovery, you can create compelling ads that resonate with your audience.
Monday.com is a great example of this. They rely heavily on PPC data to create conversion-focused SEO content. This has contributed to a 68% increase in revenue growth year-over-year! The graphic below illustrates how Monday.com’s top-performing PPC ad copy informs their SEO content strategy.
3. Use Tools for Enhanced Insights
Tools like SEMrush, Ahrefs, and Moz are essential for SEO insights, while Google’s Keyword Planner takes the lead from PPC-specific platforms. Integrating these tools brings a wealth of information for your strategic approach.
Google Search Console in particular emerges as a valuable tool, revealing real-time user search patterns related to your content. This information is essential for crafting tailored ads and organic content that work.
4. Revitalize Through Remarketing
While organic traffic accounts for 53% of total website visits (compared to 27% of website visits from PPC), the question arises: Does SEO have an edge over PPC? While SEO can bring visitors to your site, it might not effectively re-engage unconverted users.
This is where the strength of PPC shines. Paid search enables you to reconnect with users who have previously interacted with your site, typically yielding a better conversion rate than regular PPC ads. This approach allows you to recapture the interest of users and draw them back to your content.
5. Maximize Budget Efficiency
Consider a scenario where your chosen keywords face minimal PPC competition and your organic ranking holds a prime position. In such cases, you should conserve financial resources to invest in paid clicks. This enhances the efficacy of blending SEO and PPC.
By selectively bidding on keywords where your competitors are present, you can effectively manage your budget. The savings from this approach can be directed toward targeting competitors’ keywords, thus tapping into their traffic stream.
By making SEO and PPC work together your brand can be seen by millions of potential customers for a fraction of the price of traditional media! In today’s economy, it’s more important than ever to invest in these strategies to help your business stay healthy. By learning how to gain attention where your customers gather online, you can easily surpass competitors and achieve dominance in your market.
Need help implementing these strategies in your marketing efforts? Contact us today for a FREE consultation!