Integrating SEO and PPC

Integrating SEO and PPC must be considered by strategists to connect with more qualified consumers and meeting the demand of today's search landscape. Today, Google has become a better service provider for online consumers because its SERP layout is better aligned with consumer objectives. SEO experts face new challenges with each ongoing adjustment to SERP layout by Google. Combining SEO and PPC is not only for achieving top positions in search engines but also to maximize traffic and conversion opportunities.

SEO Experts

PPC Experts

You can ultimately increase your conversion rate and decrease your cost per acquisition (COA) by utilizing data from both search engine optimization (SEO) and pay per click (PPC). Various tools like SEMrush, Moz and more can help you with keyword tracking but none of these will provide you the data related to keywords that are converting. Thus it becomes important for search engine marketers to run PPC campaigns (Google Adwords) to obtain this data. Further SEO efforts can be prioritize correctly by having access to Google's keyword data.

Consider you are an online retailer selling men's shoes. Now how would you select your keywords? You may use different tools, look out for search volume of keywords and go for it. But then also you will not be able to understand the keywords that helped your products to sell online. Now this is the time you should initiate paid search campaigns and then integrate data into SEO efforts. Thus content marketing and On Page SEO with respect to your website can be easily prioritized.

Digital Dach believes in collaborative success as our expert team is able to leverage the data from both the organic and paid search channels. Following are the ways to integrate SEO and PPC traffic:

Using Google Webmaster: Considering paid search campaigns Google Ads, the cost per click (CPC) can exceed $50 for some companies (lawyers, plumbers etc). Thus these industries will often focus their efforts solely on search engine optimization (SEO). Here we suggest launching a campaign for an account with organic rankings:

Google Webmaster

a) Visit Google Webmaster (Google Search Console).
b) Click Search Traffic > Search Analytics.
c) Check the box on the right side of Clicks and view Impressions data.
d) Analyzing Impressions data will help you to come across top queries related to buyer intent keywords.
e) Initiate paid search campaigns and include the keywords receiving high impressions and clicks.
f) Once you observe increase in sales from these keywords, consider taking more market share above the fold.

PPC for Content Marketing: Pay per click (PPC) specialist will always begin broad match modified (BMM) keywords to completely understand the terms searched by target market. This will definitely display your Ad in any search that contains your keywords. Consider a BMM keyword "+lawyer +service" this will display your Ad for any searches containing both words "lawyer" & "service" and that too regardless of the order.

By accessing the searched term reports in Google Adwords, it will be easy for us to know the user intent of our target market based on the searched keywords. Further the content marketing team is provided with long tail keywords that resulted in high number of conversions. Our content marketing team creates content around the provided keywords and this helps brand to rank organically in search engines.

Conclusion: Isolated search campaigns are no longer an option for brands. Your campaigns need to move towards integration because the market is too competitive and the buyer journey is multi-faceted. Digital Dach provided you the ways to integrate your SEO and PPC efforts but the execution will be the key. The importance of pay per click (PPC) increases day by day due to Google considering more of its space for paid advertising. Cost per click (CPC) will only rise as the field becomes more competitive. Businesses that consider integration of activities with first party data from paid search campaigns will lead the pack.