By matching these keywords to your SEO goals, you can focus your organic SEO efforts on the keywords that will make the most difference in your organic search traffic, including brand awareness, engagement and net acquisition of new customers. SEO and PPC work very well on their own in isolation, but they can be phenomenal together when they are part of a combined strategy to complement each other. When combined with SEO efforts, a brand can consume a large portion of the SERPs, showing ads at the top and organic listings at the bottom. Consider these eight ways to make a coordinated SEO and PPC strategy greater than the sum of its parts.
The basic similarity between PPC and SEO is that both campaigns are mainly focused on segmenting keywords to get a positive ranking in the SERPs. Since these two tactics are intrinsically linked, it's imperative that retailers learn to feed information back and forth between their SEO and PPC teams, as this is the real secret to dominating the competition in SERPs. By combining PPC and SEO, organizations can more effectively guide potential customers to their site and encourage consumer engagement. In addition, SEO and PPC strategies often depend on each other, which draws on vital information to help improve the performance of the other.
To implement this, analyze your SEO performance to find the highest pieces and publish paid ads with those keywords. There are many ways in which SEO and PPC efforts complement each other and lead to a more successful search strategy. The keywords that have proven to be the most beneficial can be sent to a company's SEO department for on-site optimization and content creation. For SEO professionals, this means identifying groups of related keywords and writing useful content related to them, designed to target some of the traffic that was previously generated through the PPC.
Then, when SEO results start showing, that information can be sent to PPC advertisers to help increase the effectiveness of their promotions. SEOs regularly review SERP signals to ensure that the content they post matches Google's organic search results and ultimately offers a high degree of satisfaction with regard to user tasks. Of course, this is a tragic mistake, since PPC and SEO strategies are necessary to integrate with each other for a site to reach its full potential in SERPs. Developing a deeper understanding of how SEO and PPC can complement each other to deliver mutually beneficial performance is critical to success.
