Digital Times
To connect with more leads and drive conversions, you should create campaigns that match your Pay-Per-Click (PPC) and Search Engine Optimization (SEO) efforts. Most of the time, PPC and SEO
marketing strategies are dealt with separately, but, actually, they should be integrated for a website to reach its maximum potential in the Search Engine Results Pages (SERPs).
SEO is used to increase a site’s organic traffic through enhanced visibility and site authority.
PPC advertising is used to generate traffic through targeted adverts in search engines and social media, among other platforms.
SEO increases the quality and quantity of traffic a site receives from search engines like Google, while
PPC advertising is the digital marketing model where advertisers pay an amount each time an individual clicks on any advert.
Keywords are the basis for all successful SEO and PPC campaigns. You may have heard that long-tail
keywords are important for SEO, but you should apply these to your PPC campaigns to keep your brands at the top of your consumers’ minds.
To make your campaigns more effective, you should match critical information from Google Analytics, such as bounce rate and pages per session with your PPC campaigns. This will help you understand visitor interaction with your ads.
Digital marketers usually do not share the successful SEO meta descriptions with their PPC team. But both teams should evaluate the best performing paid search ads and meta descriptions of top performing organic pages to create innovative ideas.
There are times when you may think about targeting a specific keyword with your SEO efforts, but are not sure if it will work. A quick and easy way to check a keyword’s viability for SEO is with PPC.
Both SEO and PPC can utilize information about their top competitors and how they are focusing on
search and individual keywords.
