Does your website never seem to get to the top spots in the Google SERPs? The statistics show that the number one ranked page gets around 33% of clicks, with second averaging around 15% and third at 10%. From there on out past the top five, the figures drop massively. So when you consider the 40,000+ searches that happen every second of every day, you’re going to be missing out on a whole lot of traffic if you’re not ranking on at least the first page. But where do you begin?
Well, we suggest starting with reviewing how you treat your SEO and PPC teams. Though often wrongly considered to be at opposing ends, they actually follow a lot of the same core principles, focussing on keyword metrics and site quality. The best way to boost your search engine visibility is to unify the two, encouraging them to work towards the same goals and by the same metrics. Having these teams work together will improve overall productivity because they’re able to offer vital information that’ll help identify and seize more opportunities.
But how do they work together to improve search engine visibility? Well first, let’s begin with identifying the differences between them...
Otherwise known as organic search, SEO is more sustainable as a long-term solution and can take a while to generate results. With SEO, no payment is needed to reach the first page. However, if you don’t have the time or resources to do it yourself, you may have to outsource for SEO services which will incur costs.
PPC is a useful tactic for generating quick exposure and although it costs per each click, it is an invaluable approach because of its range of targeting options, such as keywords and their intents, locations, historical conversion data and user interests or buying habits. By having optimised campaigns that cover these key elements, it is easy to understand the cost per lead or return on investment of your campaigns.
SEO and PPC working together
When put together, they’re a force to be reckoned with. You get the best of both worlds, the high-converting PPC and the long-lasting SEO. The point is, they work together to support each other. For example, testing the success of keywords. Before spending time on researching a specific keyword for SEO to not see results, bring in your PPC efforts. You can monitor and analyse what keywords work well by putting paid search behind it, as well as identify negative keywords that might be holding back PPC. Using this new knowledge you can determine whether you should use the tested keyword for SEO.
Data and insights
PPC and SEO together gives more data for you to analyse and allows you to accurately shape the future of your campaign. The key thing to remember here is to examine the same metrics across both SEO and PPC campaigns. These could include:
- Conversion rate
- Time spent on the site
- Click-through rate
- Bounce rate
Having easier access to this data from both PPC and SEO will help you discover not just the effective keywords, but the ones that are sending invaluable leads to the site. Yes, one or the other could give you this information but it’s the volume of data that you get access too that makes the two teams as one look more attractive. For example, a tailored PPC landing page can feed insights into the normal landing page that will be ranking in the organic search results. Tools such as Google Optimise, Optimizely and Hotjar are great at helping to arrive at those conclusions on which CTAs, module prominence or content style is better at engaging a user, guiding them to take the next step.
Let’s talk about the combination of SEO and PPC for remarketing campaigns. You may find that your SEO work is paying off and bringing traffic to your site but all activity stops there – maybe they change their mind, or are undecided on whether to purchase, therefore leave your site only to forget you ever existed. Now what? Well, this is where PPC can offer support. Using PPC, you can purchase ad space on relevant websites where you can remind your visitors to return to your page by showing ads for your site, encouraging them to go back and finish their purchase.
Sometimes, the two teams can negatively impact the others work inadvertently, therefore communication is key. For example, if the SEO team have managed to acquire Featured Snippet rankings, this can impact the CTR of PPC campaigns for the same keyword – so the SEO team need to keep PPC in the loop. The creation of new URLs is another issue that can occur, should there be duplication of content or multiple pages trying to rank for the same keyword causing cannibalisation. Regular meetings between the two teams can help ensure everyone is on the same page about current and planned activity.
If you’re not already using SEO and PPC in tandem, and the thought of merging the two might seem a little daunting, making the change will be worth it when you start seeing results. Both channels will always be necessary components of any online campaign – you just need to let them work in harmony for maximum impact.
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