How SEO and PPC Can Work Together

In Google’s recently released video and white paper, which aim to elucidate Quality Scores and their roles in AdWords success, the company suggests the Quality Score should function as a “warning light in a car’s engine that shows how healthy your ads and keywords are,” rather than as a key performance indicator to directly inform paid search strategy. While the media did help to shed some light on areas of uncertainty, much remains open to interpretation.

It seems that Google is essentially downplaying the effect of a Quality Score. Here’s an SEO tip: while it may be tempting to see this as one less thing to worry about, think otherwise. Let’s review the ways in which SEO and pay per click (PPC) marketing can, and should, work together.

SEO and PPC: Better Together

The main goal for both paid and natural search is fundamentally the same: to drive qualified traffic to your site. In my experiences working with both large and small companies, there seem to be some common obstacles to integrating PPC and SEO efforts. For smaller companies with limited resources, it can sometimes be difficult to determine which search tactic to focus on. On the other end of the spectrum, larger enterprises often have completely separate teams focusing on paid and organic search, and with a lack of collaboration and communication, this can lead to a disjointed approach and missed opportunities. As a marketer, you should remember that search-engine marketing is a positive-sum game, and when PPC and SEO efforts integrate, they often lift each other up.

Tip-1: An Organic Strategy Can Make Your Paid Search Work Harder for You

Need proof? Resolution Media and Kenshoo cosponsored a case study pointing out the power of paid and organic search working side by side. The study showed that PPC maintains 40% of click share even when brands hold a top organic position for a given search term. Paid search delivers a dramatically higher click share even as the organic position declines for that term. In other words, it’s possible to increase your click-through rates and offset the price of paid search by focusing on boosting the organic rank for search terms that have high-value clicks.

Tip-2: Use PPC Data to Inform and Optimize SEO

When SEO is done right, it consistently drives valuable traffic to your site. However, it can take many months to notice results and gather actionable data. PPC, on the other hand, offers you the ability to test variables and see actionable results quickly. This presents a valuable opportunity to improve and optimize your SEO. A good SEO tip is this: use your PPC campaigns as a means to determine whether a particular keyword is going to drive conversions or not. This will allow you to quickly gather data and gain insight into which keywords are and are not profitable. A/B test any headlines and ad copy, and apply what you learn to meta descriptions, titles, and content.

There are many areas to focus on when driving synergy between PPC and SEO, but the net result of this integration remains clear—a larger share of search results and more visibility for your brand.
Source: Sky Word

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