Many articles have focused on pitting SEO against PPC when the truth is that using these two internet marketing strategies is a better method to increase leads and conversion. Choosing one against the other should be avoided because each internet marketing technique is unique, complementing each other and not actually contrasting one another.
Organic search takes up the lion’s share on any SERP but recent trends showed that Google is experimenting by encouraging more clicks in paid results. This makes the convergence of SEO and PPC even more profitable. Adam Audette of Search Engine Watch gives three areas to explore that could benefit the union of search engine management and pay-per-click management in terms of ROI:
1. Landing page snippet texts in PPC ad copy – The snippets appearing in PPC ad copies from Google are shown to be taken from the landing page of websites, which means that SEO techniques play a role in PPC campaigns. In here, it can be easily seen that both paid and organic search can bring results when it comes to brand exposure, visibility, and ROI.
2. Competitive search – Audette suggests focusing on competitive or non-branded search instead of branded or navigational search. This way, demand drives the success of the search based on the category itself. Additionally, he recommends analyzing efficiency targets, steady growth of sales volume, growth of SEO and PPC segments in terms of sales, and growth of new customer acquisition as interesting opportunities to explore in terms of competitive search.
3. Traffic value – PPC is very essential in determining the amount of traffic that comes to a website, which SEO can use for its campaigns. This is because PPC data yields unique queries and their efficiency within organic campaigns – which are crucial starting points for any search engine optimization campaign.
There are many other areas to explore, such as using PPC to increase visibility on high-quality resources and written content and using behavior signals from PPC to determine what needs to be improved on the site which should very well impact SEO. Simply put, there are different strategies that can be utilized to make sure that both paid and organic search plays its part to produce relevant traffic that can be converted into sales.
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*IMG taken from article source
