Peanut butter and jelly. Rhythm and blues. Paid search and SEO.
Here, you’ll find:
- Reasons to have paid search and SEO in your marketing plan
- Ways SEO and paid search complement each other
- Tips for leveraging both to increase ROI
- How these strategies can be integral to overall campaign success
Paid search and SEO (short for search engine optimization) are two sides of the same coin. Paid search targets those searching for keywords related to your business through ads on the search engine results page (SERP). SEO, on the other hand, ensures your website, content, and social profiles are poised to rank well in organic search results.
While each strategy can be effective on its own, we’ve seen that pairing them together is one of the most effective ways to build a strong digital marketing foundation.
So, how can paid search (also known as pay-per-click or PPC) and SEO work together?
For starters, each initiative should be deployed consistently and with cohesive messaging. After all, creating ads that look and sound nothing like your website may confuse visitors and cause them to bounce. It’s up to you to make sure they fit together smoothly instead of working in silos.
The good news? By proactively making sure the paid and organic components of your search engine marketing work together, you can speed up your campaign optimization and boost ROI as a result.
Here are 8 ways to pair paid search and SEO together successfully.
1. Test new keywords
Keywords are the pillars of both SEO and paid search marketing strategies. You can use the same keywords for both. However, when the time comes to add new search terms to your campaign, testing them with SEO tactics can be time-consuming and labor-intensive (like writing new content and regularly updating existing posts).
On the flip side, testing new keywords with PPC ads is quicker and, often, easier. Creating an ad with a new keyword and monitoring results can take less than a week. With SEO, it could take months to have enough data to glean real results.
As soon as you see how well a keyword is doing with paid search, you can decide whether it could work for your SEO campaigns and projects.
Pro tip: When selecting keywords for paid search and SEO efforts, it’s key to keep intent in mind. As HubSpot explains, you want to avoid keyword traps, or “words and phrases that sound good, but have dual meanings or a mismatched intent.”
2. Retarget visitors
After a decent amount of time and effort put towards SEO, you could see this work paying off handsomely by attracting more visitors to your website. However, data show that only about 2% of them will convert after the first visit.
The last thing you want is to provide valuable content only to have potential clients use this knowledge for buying products elsewhere. To avoid this problem, you can take advantage of retargeting.
When a user leaves the website, you can inconspicuously attach a piece of code to anonymously track them. As these visitors go to other websites, your ads appear to guide them back to your landing pages, which ups your chances of converting the lead.
3. Cross-analyze data
Both SEO and paid search tactics give you a variety of data to work with. This data is crucial because it can illuminate what’s working and what’s not, so you can iterate and make updates accordingly.
You can analyze the same metrics from both campaign types, including but not limited to:
- Time spent on website
- Conversion rate
- Click-through rate (CTR)
- Local conversions
By using this information and conducting A/B tests, you can figure out which keywords work best and how effectively you’re targeting your buyer persona. And, while it’s possible to analyze metrics for each campaign separately, doing it together can give you more valuable and detailed insights.
4. Dominate the SERPs
Some companies feel tempted to stop their paid search marketing campaigns once they manage to rank high in organic search results. But even if your website is proudly sitting on page 1 of the SERP, paid ads will always be higher up on the page, increasing your chances of visibility.
You can dominate the first page of Google in more than one way by:
- Implementing regular content updates
- A/B testing your PPC ads
- Taking advantage of retargeting
- Optimizing content for the SERP features
When consumers see the same website on top of the SERP and in the ad, they tend to consider it credible. In this case, SEO and PPC complement each other perfectly, with SEO picking up where paid search left off.
5. See faster results
Paid search marketing can give an SEO campaign the push it needs, since the latter can take several months to show significant results. You may already have a high-quality, well-structured website filled with valuable content. But things like domain authority, high-traffic blogs, and strong social followings usually take a while to gain momentum.
PPC ads can bring more visitors to your website in less time than with SEO alone. This information allows you to tweak your SEO campaigns while improving the bounce rate and dwelling time to rank higher on Google.
6. Enhance SEO content through PPC ad copy
The tactics that work for your paid search marketing campaign can often work for SEO as well. The best part about PPC ads is that you can get first results (even if it’s just analysis) quickly.
Once you see which PPC ads bring the most conversions, you can get valuable information about what type of content, title tags, and meta descriptions to use for your website.
And with PPC ads, it’s easy to split-test your work. By testing several types of ad copy, you can determine what works for both the ad and what could work on your website.
7. Learn more about your target audience
Paid social media ads are another effective way to gain insight into the way your target audience feels, thinks, and acts. One great thing about social media advertising is the target options available on the various main platforms.
You can get hyper-specific about who you want seeing your ads (like middle-aged luxury car owners who live in Chicago and love fishing, for example). When you analyze data from these campaigns, you can discover new information about the target audience and use it for both your future PPC and SEO programs.
8. Optimize your budget
Using PPC and SEO together doesn’t just enhance your overall marketing efforts. It can also help you cut costs, generate additional revenue, and save time.
Leverage both of these in tandem by:
- Cutting content creation costs by testing keywords with PPC ads
- Generating revenue with PPC conversions while an SEO campaign gains momentum
- Saving time on keyword search by using the same keywords for both campaigns
- Speeding up your SEO campaign with PPC retargeting and lead generation efforts
- Optimizing your landing pages with both SEO and paid search in mind
Paid search and SEO don’t only coexist well, but they can enhance one another with results greater than the sums of their parts. In this way, they complement one another, improve your bottom line, and help your overall program succeed.
By learning how to make these two strategies work together, you are giving your marketing campaign a powerful boost. Want more PPC or SEO expert insights? Get in touch.
This article has been updated and was originally published in September 2020.