How SEO And PPC Complement Each Other
Pay per click (PPC) and search engine optimization (SEO) are extensively used for search engine marketing, but are mostly performed in isolation to one another. The cross utilization of data is rarely seen, which if done, could potentially create far better results.
PPC is a form of advertising that brings traffic to a website through visitors clicking on an advert; every time the advert is clicked a charge is made to the advertiser. The advertiser bids on definite keywords to bring only relevant traffic to their website. Through this process they can manage the total level of their advertising budget.
SEO is a number of different factors connecting to a website can be distorted to make it materialize higher in search engine rankings and therefore attract more visitors. The factors that can be changed comprise the site content, the definite coding of a site and the external links which point to it.
This post tells you how best PPC can be used to gain useful insights, which when implemented in search engine optimization can help us derive improved results. Mentioned below are few tasks that can be performed better by using PPC to ‘test the waters’.
Keyword selection: There is no shortage of free and paid keyword research tools but the data accessible by them is not always precise. Many of us would have learnt this fact the ‘hard way’ – by optimizing for keywords that don’t convey targeted traffic, or for that matter any traffic at all. It is a costly error both in terms of time and money.
PPC can be used to resolve the ‘traffic generation capacity’ of keywords by mining raw data such as number of impressions for that meticulous keyword. This data can be extrapolated to predict the traffic yielding capacity of keywords. Optimizing the website for such keywords would consequently drive more traffic to the website.
Building a wider keyword portfolio: Every website has a set of core terms it wants to rank for, in addition to additional semantically similar key phrases. High rankings for core terms will deliver maximum targeted traffic, but at the same time the significance of ranking for secondary terms cannot discounted.
By running a PPC campaign for core terms on broad match, we can recognize keywords other than the core terms that trigger the ad. This will not only assist in building a database of relevant keywords that are searched for, but also assist in ascertaining keywords that Google considers pertinent to the core terms. Tapping these keywords along with the primary keywords would consequently channel more visitors to the website.
Judging keyword efficacy: As everything else in search engine marketing, not all keywords are made identical. It is a well established fact that some keywords change better than others, but the only certain way of perceptive keywords that convert better is to test.
PPC is a fast and efficient way to check the ‘conversion potential’ of both the primary and secondary key phrases. Optimizing your website for keywords that drive conversion is a sure shot way of generating more revenue.
Writing compelling descriptions: Meta description may have lost its significance as a ranking factor but plays a vital role in enhancing ‘click through rate’ for organic listing. In short, it is the ‘ad copy’ for organic listing.
PPC can be used to test diverse versions of ad copies and their consequent click through rate. The best performing ad copies, based on their click through rate, can then be improvised to expand Meta descriptions that are likely to attract more clicks.
Testing landing pages: A website that does not have the potential to convert visitors into customers is no good.
In order to make a landing page that facilitates conversions it will need to be tested, modified, and tested in an iterative manner. Since PPC has the tendency to deliver quality traffic quickly, testing can be performed without waiting for organic rankings and the resulting traffic.
The whole exercise of leveraging PPC to build a high performing SEO campaign has an added bonus attached to it – you get the ‘best of both worlds’ and here’s how.
It is a well recognized fact that an online marketing campaign produces top results when search engine optimization and PPC are implemented in tandem, and complement each other.
After initial spillage and fine tuning, the PPC campaign that is being used to roil data will start to deliver positive return on investment. Synergizing the PPC campaign with your search engine optimization campaign will effect in a holistic search engine marketing campaign. This is bound to distribute best results. And our idea is – why settle for less when you can get the best.
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