The Power of PPC and SEO Working Together

Both pay-per-click (PPC) and search motor optimization (SEO) selling strategies assistance boost your brand’s visibility and thrust postulation to your website. 

So, marketers thin to absorption connected 1 oregon the other.

But SEO and PPC really enactment amended together. Here’s how. 

How PPC and SEO Work Together

PPC ads thrust immediate, targeted postulation to your website. And tin scope customers who are adjacent to oregon acceptable to buy. You power your advertisement fund and bids, and people circumstantial demographics, locations, devices, and times of the day.

Although PPC offers astir instant visibility successful hunt results, your advertisement postulation is lone going to past for arsenic agelong arsenic you wage for it. This is wherever SEO complements PPC.

SEO focuses much connected semipermanent gains and generating sustainable, escaped traffic. 

By creating quality content that ranks good connected hunt engines. As good arsenic helping users and guiding them on the marketing funnel. 

Further reading: SEO vs. PPC: What the Differences Are & When to Use Each

Improved Visibility successful Search Results

The much search motor results leafage (SERP) “real estate” you inhabit, the much disposable your marque is to users. This helps you physique greater credibility successful the eyes of readers. And thrust much clicks.

Instead of reaching conscionable 1 presumption connected the archetypal page, you people aggregate erstwhile utilizing PPC and SEO. This tin see a paid advertisement spot, integrated spots (including featured snippets), and adjacent video and representation results.

By targeting applicable keywords successful SEO contented and past utilizing PPC to besides bid connected those and related keywords, you tin seizure a greater marketplace stock and grow your brand’s reach. 

A Consistent Brand Experience for Users 

PPC and SEO enactment unneurotic to make a stronger, much recognizable online presence. One that helps users get to cognize your brand’s products oregon services. And its wide vibe. This helps physique spot successful your brand, which influences purchasing decisions.

For example, retargeted PPC ads support your marque apical of mind. And optimizing those advertisement landing pages with akin keywords, topics, and applicable internal links reenforce the cardinal info you privation users to retrieve astir your business. Like utilizing a peculiar merchandise worldly oregon offering definite discounts.

Further reading: What is Retargeting and How Does It Work?

Access to More User Behavior Data

By utilizing some PPC and SEO, you person 2 idiosyncratic information sources alternatively of one. Giving you a amended knowing of your user base.

So, you tin marque smarter selling decisions that let you to successfully link with users and scope your goals.

There’s a reciprocal narration betwixt PPC and SEO—one feeds the other.

For instance, arsenic users click connected your PPC ads, you summation real-time insights into the effectiveness of keywords and advertisement copy. And you stitchery factual cognition connected what works (or doesn’t) from A/B tests, wherever you tally antithetic advertisement variations to comparison their performance.

This accusation past guides your SEO decisions, helping you fig retired things like:

• What factors origin users to person (i.e., taking the enactment you privation them to take, similar buying a merchandise oregon filling retired a form)
• Which keywords and messaging thrust the astir traffic 
• Where users spell aft landing connected your website

Image Source: Adalysis

As a hypothetical example, see a marque that sells hiking shoes. The institution optimized its pillar page for “durable hiking shoes” and “rugged hiking shoes.” But it isn’t ranking for them successful search. However, its PPC information shows that targeting the keyword “waterproof hiking shoes” resulted successful important web traffic.

Given the PPC occurrence for “waterproof hiking shoes,” it would marque consciousness to make caller contented centering connected that operation alternatively to amended the likelihood of attracting and converting much users. 

Use your SEO analytics to likewise pass your PPC campaigns. Like the keywords users hunt earlier landing connected your site, the fig of visits to antithetic webpages, and mean ranking position. 

To find these metrics and keywords driving postulation to your website, usage Semrush’s Organic Traffic Insights.

First, travel the project configuration guide to acceptable up the tool. 

When you’re done and you’ve connected your Google account, you’ll spot an integrated postulation study with information from Google Search Console, Google Analytics, and Semrush. 

Here, you’ll spot an overview of your website traffic. Along with details connected however antithetic keywords lend to those visits. 

To spot the afloat keyword database for a circumstantial page, click the hyperlinked fig (“129” successful this example) adjacent to the landing leafage you privation to analyze.

Here, you tin filter the keywords by:

• Position
• Volume
• Keyword difficulty
• Traffic share

Better Budget and Time Management

When SEO and PPC are moving together, you don’t request to walk arsenic overmuch connected PPC.

Because you’re utilizing a 2nd transmission that besides brings successful traffic—one that doesn’t request you to continuously wage for it. Which makes this duo much fund friendly.

Using some SEO and PPC helps you marque the astir of the wealth and clip you’re investing. The enactment you enactment into each 1 strengthens the other. And they often payment from akin approaches.

For example, usage the Keyword Magic Tool to find and benignant keywords by ranking trouble and search intent to seizure ones that enactment for some SEO and PPC. 

How to Successfully Use PPC and SEO Together

PPC and SEO bring the champion of some worlds: contiguous postulation and a semipermanent integrated presence. 

Using some strategies helps you leverage the strengths of each. While overcoming the limitations of utilizing 1 implicit the other. 

Here’s however to unify them:

Create a Cohesive Keyword Strategy

A/B trial antithetic ads successful your PPC campaigns to spot however good definite keywords and messages person users. Use your findings to signifier your SEO keyword strategy, creating thoughtful keyword clusters.

Start with the Advertising Research Tool to observe keywords your competitors are bidding connected and spot existent examples of their run ads. 

Enter a competitor’s domain and click “Search.”

A dashboard volition popular up and automatically amusement you info from the “Positions” tab. Like changes successful the domain’s ranking keywords, traffic, and the estimated outgo of the traffic.

Scroll down beneath the “Paid Search Trends” illustration to spot a database of each the keywords the marque is bidding on. Along with their advertisement position, volume, cost-per-click, and landing leafage URL. 

Look for applicable keywords that acceptable your fund and that you haven’t targeted yet. 

Also, click connected the “Ads Copies” tab to spot the antithetic ads your rival is running. Including however galore keywords they’ve incorporated. 

Leverage Data to Strengthen Your PPC and SEO Efforts

PPC and SEO information points assistance you amended your efforts successful some areas. And successful different selling avenues, similar email campaigns and societal media. 

Use the information to either enactment the absorption of the enactment you're doing. Or arsenic grounds for the request to adjust.

PPC and SEO Performance Data

Here are cardinal metrics applicable to some channels that’ll assistance you objectively measurement PPC and SEO performance:

• Impressions:
  • SEO: How galore times your webpage appears successful hunt results 
  • PPC: How galore times your advertisement is displayed to users
• Click-through rates (CTRs):
  • SEO: The percent of users who click connected your listing successful hunt results aft seeing it
  • PPC: The percent of users who click connected your advertisement aft seeing it
• Conversions:
  • SEO: How galore times visitors implicit a desired enactment connected your website (e.g., filling retired a form, downloading an ebook, oregon buying something) aft arriving from integrated hunt results 
  • PPC: How galore times users completed a desired enactment connected your website aft clicking connected your ad
• Conversion rates:
  • SEO: The percent of visitors who implicit a desired enactment connected your website aft arriving from integrated hunt results
  • PPC: The percent of clicks connected your advertisement that effect successful a conversion

Using PPC Data to Shape SEO

Boost your SEO contented by applying these insights from your PPC campaigns:

• High-performing keywords: Identify which PPC keywords thrust the astir traffic. And adhd these and related keywords to your SEO strategy.
• User intent: Figure retired which benignant of hunt intent (navigational, informational, transactional, oregon commercial) drives the astir clicks and conversions with your ads. This volition assistance you make long-form contented that meets idiosyncratic needs.
• Target audiences: Use target audience information from your PPC campaigns to marque definite your contented is directed astatine the astir applicable users

You tin past usage the insights to determine wherever you request to refine advertisement copy, set bidding strategies, and optimize landing pages.

Using SEO Data to Shape PPC

Use these SEO insights to refine your PPC advertisement transcript and set bidding strategies:

• High-ranking keywords
• Queries that make clicks from hunt results
• Queries that person precocious CTRs successful hunt results
• Pages that pull the astir traffic
• Pages that person precocious conversion rates

Keep way of your PPC and SEO information with the Single Project Dashboard. Here, you tin show study summaries from 14 antithetic Semrush tools successful 1 convenient spot. 

To acceptable it up, navigate to “Projects” successful the apical near country of the menu. 

Then, connected the acold right, click the “Create project” button.

A pop-up volition appear. Enter your domain and click “Create project” again.

The resulting dashboard reflects the latest information from the Semrush tools you’re using. Single Project Dashboard tin besides link to Google Search Console and Google Analytics.

Further reading: What Is an Analytics Dashboard? [With Examples & Tips]

Target Users astatine Different Funnel Stages

Use PPC and SEO to people users astatine antithetic funnel stages, which tin beryllium simplified by breaking it into 3 parts:

• Top of the Funnel (ToFu): The signifier wherever users go alert of your product, service, oregon brand
• Middle of the Funnel (MoFu): The signifier wherever users go much engaged with your marque but aren’t rather acceptable to convert
• Bottom of the Funnel (BoFu): The signifier wherever users are acceptable to person oregon buy

By getting SEO and PPC moving together, you get the rightmessaging to the close radical astatine the rightpoint successful their buying journey.

ToFu PPC

Use PPC ads that people cardinal audiences and applicable keywords, helping you make marque consciousness and postulation to your website.

Here’s an illustration of a ToFu advertisement that appears for the query “VPN.” It includes a sitelink that links to the basics of what a VPN is: 

ToFu SEO

ToFu SEO contented answers questions and provides invaluable information, helping you fertile for informational keywords.

Here’s an illustration of a ToFu blog station that covers the basics of keyword spread analysis:

MoFu PPC

Use MoFu PPC ads to people keywords related to your products oregon services, helping you seizure leads and further found marque trust.

Here’s an illustration of a MoFu advertisement that appears for the query “best VPN.” The contented covers what the marque suggests are the apical 10 VPNs:

MoFu SEO

Use MoFu SEO posts to enactment users doing merchandise oregon work research. These assistance you fertile for commercialized oregon transactional keywords and fto users comparison your marque to others.

Here’s an illustration of a MoFu round-up comparing the best keyword tracking tools:

BoFu PPC

Use BoFu PPC ads to thrust users to conversion-focused pages, specified arsenic merchandise pages oregon pb procreation forms.

For instance, our Keyword Tracker advertisement takes users to a customized landing leafage that highlights antithetic aspects of our product. And links to a escaped trial.

BoFu SEO

Use BoFu SEO to make contented that supports users looking to buy, helping you fertile for navigational oregon transactional keywords.

Here’s an illustration of BoFu contented for a brand’s promo page:

Further reading: ToFu, MoFu, BoFu: A Practical Guide to the Conversion Funnel

Get PPC and SEO Working Together With Semrush

Integrating PPC and SEO tin bring caller occurrence to your marque with higher rankings, much conversions, and amended advertisement performance.

With Semrush, physique and negociate your SEO and PPC strategies successful 1 level with implicit 50 built-in tools. Start your escaped proceedings today.