Google is constantly improving the quality of its Search Engine Results Page (SERP), pushing algorithm updates (more recently Penguin and Possum) that keep both SEO and PPC experts on their toes. The prime focus of Google right now is to deliver the most relevant, valuable content to search users who need it the most.
Why You Need to Combine SEO and PPC
Because of the ever-more-sophisticated search algorithms used by Google, it is no longer feasible for a company to employ SEO and PPC experts who reside in separate silos. In order to maximize efficiency of both their organic and paid search campaigns, companies need to bring their SEO and PPC teams together. Not only will this almost-always lead to an increase in conversions, but it will provide you with more useful insights into the way search users interact with your content as a whole.
To dig down deeper, I reached out to some industry experts. Here is what Hari at Hari Menon Digital had to say:
Google is on a quest to better align its search listings with consumer objectives by delivering the most relevant and valuable content. While this is obviously good news for search consumers, it means that SEO strategists have to constantly come up with new ways and techniques to make sure that their listings are in prime spots.
Because of this, it is absolutely necessary to combine your SEO and PPC efforts to maximize traffic and conversion opportunities. If done the right way, you will notice a meaningful increase in both your organic traffic and paid ad clicks.
So, how do you accomplish this successfully?
Share Keyword Data Between SEO and PPC Teams
Keywords are at the very core of any successful SEO or PPC campaign. Without the right keywords, you have little hope of getting much attention from search users.
For PPC, keywords are generally chosen which are known to generate the maximum amount of CTR from the most relevant consumers.
For SEO, keywords are generally chosen which convey the most accurate information about the business but also align with search user objectives.
Both PPC and SEO teams conduct keyword research that aligns with their target audience’s objectives.
In order to maximize efficiency and to convey a unified company image, SEO and PPC teams should absolutely share keyword data which allows them to keep on top of what the company wants to be for the customers. Of course this is more efficient, but it also helps project an image of trustworthiness which can lead to an increase in conversions.
Think About the Bigger Picture
Make an effort to run PPC campaigns that are aligned with your organic search listings. If a user searches for your products or services and finds that your organic search listings are displayed right next to your ad listings, it conveys an image of authority and dominance.
It means that as a company you’re investing to keep on top of your competitors.
Remember, it’s very common for competitors to run PPC ads that target your keywords, and in doing so their ad might display right next to your organic search listing.
Share PPC and SEO Reports / Data
Results from an SEO campaign can take a while to show up, and as such it can be hard to drive meaningful decisions based on organic search data alone. On the other hand, your PPC campaign will start showing results in a much shorter period of time, if not immediately.
Thus, from the data gathered from your PPC campaigns, you can start to make future adjustments to your SEO strategy much more confidently, as you have data that comes directly as a result of real-world decisions and consumer interactions.
Ultimately, the objective of combining SEO and PPC is not to have the same people performing the same tasks. Rather, it is to increase awareness, maximize efficiency and to drive more conversions by sharing critical data.