Top 5 ways to use SEO and PPC together

PPC (pay-per-click) and SEO (search engine optimisation) are often considered entirely separate entities. Many companies tend to view them as alternatives and utilise one or the other. Unbeknownst to many, whilst they are equally strong and standalone with their individual offerings, together they’re doubly powerful as a marketing strategy. 

As you’re no doubt aware, SEO is a method that organically increases high-quality site traffic through enhanced visibility. Alternatively, PPC generates traffic through carefully targeted adverts across several online platforms. Both SEO and PPC tend to rely on each other by sharing vital information that encourages a greater overall performance. Right there, you have positive collaboration at its best, which can do wonders for your marketing strategy. 

We’ve outlined 5 techniques to help you use SEO and PPC symbiotically. 

Create a fully-rounded marketing strategy

The overall aim of any digital marketing campaign is to improve online coverage. PPC enables you to drive traffic to your website through bidding and allows you to target your audience with suitable ease. SEO helps you rank higher within a search engine and is proven to convert clicks to sales. The benefits of the two combined equate to an overall efficient digital marketing strategy, increased visibility, and optimal brand awareness. 

Mix-and-match keywords! 

30% of web traffic is generated via online searches, and a massive 93% of web traffic comes from a search engine. If that doesn’t prove the importance of navigating traffic towards a chosen point, you really need to read on! 

With keywords being the pillar of SEO and paid marketing strategies, you can easily use the same keywords for both. In some instances, you’ll be slightly limited, for example, long-tail keywords can be tricky to find with PPC, but work brilliantly for SEO. 

It can be a timely process to see results from SEO, but much quicker if you try them out using PPC. Once you establish successful keywords, you can utilise them for your SEO. Overall, you can see what works best and use it for your overall strategy; the same phrases and tools, just in a slightly different format. Clever stuff when you think about it! 

Aim for SERP takeover

It’s very easy to stop pushing ahead once your paid marketing campaigns begin to rank highly in organic searches. Don’t do it! Your website may be proudly perched at the top of Page 1, but paid ads will always be further up the page, thus increasing your visibility. Once you see results, keep doing more of the same.

In fact, if users see the same website at the top of the SERP as well as in the ad, they consider it more credible and are likely to convert. This exemplifies PPC and SEO working harmoniously for optimal visibility. 

Save time and costs

Combining SEO and PPC does more than enhance your online visibility, it also helps you cut costs and saves a lot of time. You might already have a wonderful website, but acquiring blog and social media followers can take some time to gather momentum. PPC brings visitors to your site more quickly than SEO, which means that you can cut content creation costs by seeing what works on PPC. What’s even more appealing is that while you’re waiting for your SEO to pick up, you can generate revenue with your PPC ads. 

Effectively, in unison, hand in hand, they’re both doing a lot of the hard work for you, saving you a great deal of time and effort. 

Keep your message consistent

It’s one of the biggest lessons across the board, that of brand consistency, and when it comes to PPC and SEO, the same rule applies. There are several things you can do to ensure that you’re implementing a consistent message with PPC and SEO. 

Keywords are vital here, so double, and triple check the ad copy, and be sure that target keywords are included within the ad copy text, and in the display URL of your PPC ad. Then, assess your landing pages to ensure that they are relevant to target keywords. You can then use a similar message in the meta description of the PPC ad copy. 

By utilising these strategies, you can be sure that your ROI will grow in its entirety, as well as promote brand loyalty and remain consistent with your brand. 

If you are looking to incorporate both SEO and PPC into your digital marketing strategy, we’d be happy to discuss this in more detail. Simply drop us a message at hello@theunderdogagency.co.uk