Great SEO can get sites to the top of organic search rankings, provide valuable traffic from long-tail or high-traffic keywords and play a crucial role in driving growth to your company. However, there is one pitfall to all the hard work that goes into ranking at the top organically. That pitfall is paid search. With pretty minimal effort and investment, competitors can start driving traffic from the same keywords you spent months attempting to rank for. That’s why the best digital marketers supplement SEO tactics with targeted PPC to yield top results.
How to make SEO and PPC efforts work together it's always important to remember that no matter how good your rankings, the top 2 or 3 or even 4 results are likely to be search or shopping ads. They will inevitably cut into the click-through rates of top-ranking pages.
SEO and PPC Work Best Together — Here’s Why
SEO strategies are often thought of as long-term and sustainable approaches to digital marketing. Fast advancements in rankings and increases in traffic are hard to come by. Strategies take months and often years of commitment in order to yield results. PPC management efforts, in contrast, can yield results almost immediately—but are costly in the long term. Balancing both long-term and short-term strategies is ideal.
Stopping the Competition:
No matter your ranking, it is likely that paid ads appear above your organic results. If you want to fully capitalize on search results, it is a good idea to supplement keywords of value with targeted PPC ads.
In addition, some companies love to implement “conquest” campaigns in which you pay for keywords that include your competitor’s brand in them. These can be costly, but potentially quite effective. Thankfully, protecting your own brand with PPC is relatively inexpensive, but then again, you’re spending extra money on something you probably rank for.
Actionable Tip: If you’re on a tight budget, or you have a client concerned with branded campaigns, drop the maximum cost-per-click significantly lower. AdWords likely won’t tell you how low you can go, and will suggest much higher, but because this is your brand and there is likely a much higher relevance to your ads and landing pages, you can significantly reduce costs without losing your position. Make sure to test this out to find the right balance and determine your optimal standing.
Keyword Research/Testing:
Use PPC results to determine the best opportunities for organic, long-term approach (this includes PPC tests for headlines, ad copy, landing pages and keyword optimization).
PPC campaigns can be a great way to test the potential value of creating content that can organically rank for the same keywords. Maybe there is significant volume, but if no one converts, PPC can help determine that.
If competitors are paying for keywords, it is likely that they have determined that those keywords have value. Checking competitors’ campaigns can give great insight into new keywords to target, as well as language that best converts.
How to make SEO and PPC efforts work together it's always important to remember that no matter how good your rankings, the top 2 or 3 or even 4 results are likely to be search or shopping ads. They will inevitably cut into the click-through rates of top-ranking pages.
SEO and PPC Work Best Together — Here’s Why
SEO strategies are often thought of as long-term and sustainable approaches to digital marketing. Fast advancements in rankings and increases in traffic are hard to come by. Strategies take months and often years of commitment in order to yield results. PPC management efforts, in contrast, can yield results almost immediately—but are costly in the long term. Balancing both long-term and short-term strategies is ideal.
Stopping the Competition:
No matter your ranking, it is likely that paid ads appear above your organic results. If you want to fully capitalize on search results, it is a good idea to supplement keywords of value with targeted PPC ads.
In addition, some companies love to implement “conquest” campaigns in which you pay for keywords that include your competitor’s brand in them. These can be costly, but potentially quite effective. Thankfully, protecting your own brand with PPC is relatively inexpensive, but then again, you’re spending extra money on something you probably rank for.
Actionable Tip: If you’re on a tight budget, or you have a client concerned with branded campaigns, drop the maximum cost-per-click significantly lower. AdWords likely won’t tell you how low you can go, and will suggest much higher, but because this is your brand and there is likely a much higher relevance to your ads and landing pages, you can significantly reduce costs without losing your position. Make sure to test this out to find the right balance and determine your optimal standing.
Keyword Research/Testing:
Use PPC results to determine the best opportunities for organic, long-term approach (this includes PPC tests for headlines, ad copy, landing pages and keyword optimization).
PPC campaigns can be a great way to test the potential value of creating content that can organically rank for the same keywords. Maybe there is significant volume, but if no one converts, PPC can help determine that.
If competitors are paying for keywords, it is likely that they have determined that those keywords have value. Checking competitors’ campaigns can give great insight into new keywords to target, as well as language that best converts.
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