SEO and PPC Data for Better Results
At a surface level, SEO and PPC data may seem to be at opposite ends of the marketing spectrum. SEO is a long term game focused on nuanced strategies; PPC is a faster-paced approach with potential for immediate results.
While SEO (Search Engine Optimization) and PPC (Pay Per Click) aren’t necessarily the same thing, they share a common goal: directing traffic towards your website.
What are SEO and PPC?
PPC pretty much does exactly what it says. It’s a method of marketing in which advertisers pay a fee each time their ad is clicked on. It’s a great way to direct new customers to your website and can be cost-effective (since you only pay if the ad is clicked on). However, to use keywords in your ads, you have to bid on them, and the cost to bid on different keywords and phrases can vary. Keywords with more competition could cost hundreds of dollars per click, while others might be extremely affordable.
SEO, on the other hand, is a method of organically directing traffic to a website through keywords, and doesn’t require any payment. It’s the process by which a website ranks, or shows up when keywords or phrases are searched for.
Many people might be torn as to which method is more effective in successfully directing traffic long term. There isn’t necessarily a definitive answer as to whether PPC is SEO is more effective, so why not use a combination of both?
How SEO and PPC data can work together
Although different, there’s a useful connection between SEO traffic and PPC data. There aren’t direct SEO benefits to having PPC ads, but there are benefits to integrating the two that can improve the performance of your website. Here are some ways that combining SEO and PPC data can help increase traffic:
Remarketing & Recovery Of Organic Traffic
PPC can help you to recover organic traffic that your SEO missed. PPC ads can help to make up the difference in clicks on your website that didn’t happen organically. PPC can certainly help to draw in traffic for searchers looking for your products or services that your SEO strategy might have otherwise missed.
Or, if you sell a product on a website and a buyer is interested, but decides not to make an immediate purchase, a PPC ad popping up on their screen at a later date could remind or encourage them to return to your site to complete their purchase.
Increased Data
Sure, you can analyze SEO and PPC data separately, but combining the two can give you a broader spectrum of data. This, in turn, can help you make decisions about which keywords are most effective to integrate into your strategy. By analyzing data for things like clickthrough rate, time on site, and conversion rate, it’s easier to determine which words are effectively increasing traffic for both marketing strategies.
Plus, comparing the data regularly can help you stay ahead of keyword trends. For instance, if your SEO strategy is ignoring a particular keyword, your PPC ad campaign might hit big on that and other related keywords. Then, you can adjust your SEO strategy to include that new keyword for the future.
Testing Keywords
SEO keyword research can take a ton of time and effort, and often it’s difficult to know which words and phrases are performing well. By using PPC keywords in ads, you can easily differentiate which words or phrases are doing their job, and which ones aren’t. Pick a keyword, use it in a PPC ad, and see how your website performs over time. If it does well, you know that keyword is one you should utilize in your SEO strategy.
While SEO and PPC may seem like very different strategies, the combination of the two together is a marketing double whammy. Directing traffic using the two strategies together is twice as effective as picking just one and running with it. While they may not be directly linked, both Search Engine Optimization and Pay Per Click advertising have indirect benefits that go hand in hand and can massively increase traffic to your website.
Want to boost your SEO and PPC advertising? Get in touch with marketing specialists at Rizzo Young Marketing.