Most people approach organic SEO and PPC marketing as completely separate strategies. While they are different in a lot of ways, it can be helpful to think of these strategies as two sides of the same coin. There are many ways in which these individual strategies complement one another, and lead to a more successful overall search marketing strategy. Consider these five ways that make coordinated organic SEO and PPC marketing strategies more powerful.
1. Increase Search Engine Visibility
The most obvious benefit of combining organic SEO and PPC efforts is the added exposure on search engine results pages. Clients are often tempted to reduce PPC marketing efforts once a search term ranks in the top five positions. However, it’s important to remember that the top two or three results on most search engines are PPC ads. Dominating the organic and paid search results will greatly increase your overall site traffic, and will give you an established presence in a particular market.
2. Share Keyword/Search Data
Simultaneously running organic SEO and PPC marketing campaigns gives you double the search data to analyze. This will help you determine which organic and PPC keywords have the highest conversion rate, and you can use that data to optimize your overall search marketing strategy.
3. Use Site Search Data to Inform PPC Keywords
One of the main goals of PPC marketing is to figure out which keywords your customers are using to find your products or services online. Enabling Google site search on your website, and analyzing the search terms that are frequently used, will give valuable insight into your customers’ search habits.
4. Combat Negative PR
Occasionally, someone will say something negative about your company. It happens, and when it does, combining PPC marketing and organic SEO efforts can be great damage control. The principle is related to the first item on this list, which is visibility. You can guide the conversation more effectively if you control the organic SEO and PPC results for a certain keyword or search term. Use this technique to help tell your side of the story.
5. Test Strategic Organic Keywords with PPC
PPC ads are a great way to refine your organic search marketing strategy. As your long term organic keyword strategy evolves, test the conversion rate of the keywords you want to rank for with PPC ads. You’ll get immediate feedback on the effectiveness of the organic keywords you’re after, and can fine tune your search marketing strategy accordingly.