Here are a few best practices to make your SEO and PPC work collaboratively to improve your marketing.
Use PPC Data to Inform SEO Strategy
By using PPC data to inform your SEO strategy, you can identify the highest-performing keywords and optimize your website’s content accordingly. Use your PPC data to determine which keywords are driving the most traffic and conversions, and then incorporate those keywords into your SEO strategy.
Use SEO Data to Optimize PPC Campaigns
Similarly, you can use SEO data to optimize your PPC campaigns. By analyzing which pages on your website are driving the most traffic and conversions, you can create more effective landing pages for your PPC campaigns. This will help to improve your ad relevance and quality score, which can lead to lower cost-per-click (CPC) and higher ad rankings.
Coordinate Your Messaging
To ensure a consistent message across all of your digital marketing efforts, coordinate your messaging between SEO and PPC. Use similar language and messaging in your ads and website copy to create a cohesive brand experience for your customers. This can help to improve your brand awareness and increase your overall conversion rate.
Target Different Stages of the Buyer’s Journey
By blending SEO and PPC, you can target different stages of the buyer’s journey. Use SEO to target users who are in the early research stage, and use PPC to target users who are closer to making a purchase. This will help you to maximize your reach and drive more conversions.
Test and Adjust Your Strategy
It’s also important to test and adjust your blended SEO and PPC strategy over time. Use analytics tools to track your performance and make adjustments to your keyword strategy, ad copy, and landing pages as needed. By continually optimizing your strategy, you can improve your overall ROI and drive more conversions.
A Perfect Blend?
Blending SEO and PPC can lead to even greater results than using each tactic separately.
By using PPC data to inform your SEO strategy, using SEO data to optimize your PPC campaigns, coordinating your messaging, targeting different stages of the buyer’s journey, and testing and adjusting your strategy over time, you can create a powerful digital marketing strategy that drives traffic and conversions to your website.