There are two ways to increase traffic online: organically and paid. By combining both strategies, we optimize our clients’ web presences and overall conversions. Diamond Vision started their contract with us in July 2015, and since our team began implementing paid and organic search efforts, we have seen a 35% increase in organic traffic. With more people visiting the site, we’ve seen a 22% increase in overall conversions.
Let’s dive deeper into how the combination of SEO and PPC led to these results.
Search engine optimization (SEO) reflects the ability to generate traffic from the web’s wide offering of a free, organic mass consumer audience. All major search engines (Google, Yahoo!, Bing, etc.) rank websites accordingly to intricate algorithms; these are the sites that consumers see listed per page upon searching a word or string of search terms.
By ranking well in search engines, companies essentially get free (okay, not always entirely free, but loosely) brand awareness, exposure and potential to harness millions of new consumers every day.
Working with and through SEO is a serious task, and many companies outsource professional help or hire an internal staff to focus solely on rising through web rankings. The investment for SEO is heavy at the beginning, both in time and budget allocation, and moving through the futures, companies must be mindful of the ever-evolving rules of search engine ranking algorithms.
Pay-per-click (PPC) advertising is an advertising model that allows companies to pay only when their ad is clicked on or through. So instead of dedicated resources toward fixed ad placement on several websites or particular pages, the resources can spread wider. Ads can be dispersed across many more channels and pages, charging the advertiser only when a viewer actually clicks on the image.
One of the most common methods of PPC is search engine advertising, where advertising get to bid on ad placements. Winning bids earn the placement. If the strategist’s research is thorough, the rewards can be well-worth the gamble.
Unlike SEO which generates traffic for free through intense labor, PPC basically buys page views. Both approaches hold merit, are useful and help boost marketing efforts. The most efficient way to reap the benefits of organic and paid online optimization efforts are to combine both strategies.
Focusing solely on one method or the other will only strengthen one side of a company’s long-term, online marketing efforts. By employing SEO and PPC campaigns, you earn your best chance of increasing brand visibility.
How to combine SEO and PPC
When we started working with Diamond Vision, we knew right away that we would want to combine paid and organic search efforts. Combining SEO and PPC allows your company to hone in on important consumer data, such as behavior, intention, and location. By factoring in these specific data sets, companies can modify keyword strategies in order to more poignantly target geographic areas that will cater to likely purchase behavior. Determining which areas are most consumer-behavior responsive ensures that advertising dollars are used only where they will travel the farthest. PPC ads can be aligned with the offline media schedule for dual effort and successful brand and promotion reinforcement.
So, how exactly do we combine the two?
In the case of Diamond Vision, we identified the main KPIs and performing data research, so that we could develop a strategy to bring our client the most success. First, we collected data on all relevant keywords and ran a competitive analysis to see where we could fill gaps and rank high.
Modify the words within your SEO keyword strategy that specifically target the audience of your geo-located PPC ads. Research will clearly demonstrate to which words and phrases PPC viewers respond – use these! Allow the research to stay current and flexible so that when you run PPC ads in new locations or in front of new demographics, your SEO keywords are a match for audiences.
PPC budget alignment
Since SEO lends its results to extremely specific consumer data, your advertising department can limit PPC spending to targeted markets saturated by consumers with proven likelihood to evolve into purchasers.
Match PPC and SEO promotions
Where SEO opens its capacities to generate awareness around promotion or brand values, PPC can mirror language to further drive points home to consumers. Matching PPC and SEO campaigns is similar to matching digital and traditional media- as long as the same message is shared, the sentiment is reinforced, more likely to be remembered and ultimately, capable of driving purchase behavior.
Share keyword data
If the SEO strategists identify long-tail keywords as more commonly used in search engines, that information can be just as useful to and should be shared with the PPC strategists. Long-tail keyword language can narrow the scope of consumer markets and more readily prompt consumers along the conversion funnel.
Combine goals and metrics
Where there are goals, there are shared efforts and this is a task pursued gracefully and PPC and SEO strategy teams. PPC harnessed useful insight to consumer behavior from the moment they click on an ad, visit and leave a landing page or website. Based on behavior intel, SEO messaging might restructure or rephrase to more effectively lead consumers toward purchase. For example, if consumers tend to leave a site after reading the first paragraph on the homepage, SEO writers can reconstruct content to keep viewers engaged- perhaps even with more dynamic content.
Optimize PPC landing pages with SEO
By doubling up on landing page efforts, you can see a dramatic boost in website traffic and engagement and consequently, in search rankings. Where a PPC ad directs consumers online, you can tactfully thread SEO language throughout the page to drive organic traffic there, as well. SEO is amped up by the UX of the website, so the more fluid the design and functionality of a page, the higher the placement and more likely the conversions.
Benefits of combining the two:
- Save financial resources. Most companies sit down and contemplate whether they should allocate advertising dollars to either SEO or to PPC. Combine the strategies; combine the teams; combine the resources typically allotted for two separate entities.
- Location. Use your search engine traffic insight to strategically plot PPC placements. Place higher bids on ad space that you know is more likely to produce results.
- Cost of a click. Before you forego a PPC campaign strategy because you have to pay for every click, ask yourself how much less that guess-and-check click costs compared to SEO efforts. SEO drive organic traffic, but that doesn’t render the driving free of expense. Labor, strategy, research and execution all come in at a cost.
- Quality tactics. By driving PPC traffic to SEO-rich pages, you catch consumers in the right place and at the right time. All that’s left is to ensure that your products and services are competitively advantageous in the market.
Executive Digital experts are experienced in every aspect of advertising and marketing, which allows our team the flexibility to holistically approach each client and devise a comprehensive approach to improvement. Work with us to analyze your performing data research and get set on your company’s most successful future.