ByHarvey McEwan
Regardless of the size of your digital marketing teams, it's important to ensure that your SEO and PPC campaigns are working together to get the best out of your project. Working together provides the opportunity to gain more informative and insightful data when working together rather than working as two separate entities.
One key common ground between the two is keyword research. Both SEO and PPC teams always carry out keyphrase research as one of the first steps of a new campaign. This is really the foundation of any search marketing strategy. It allows you to match the relevant keyphrases that people are searching for with relevant content on your site.
While SEO keyphrase research may include 200 or so keyphrases depending on the size of the project, PPC keyphrase research can include thousands of keyphrases. In this respect, PPC research digs much deeper. The keywords for SEO are used to inform onpage content, meta data as well as link building whereas the PPC keywords are generally used to create optimal ad copy.
By analysing PPC search query data you will probably be able to discover terms that are driving a lot of paid traffic. The SEO team can then focus on these keywords to integrate them into optimised content. This will hopefully then increase your traffic, without increasing your PPC budget.
One area in which PPC really does outshine SEO is testing. The tests performed, whether this be in terms of design or preferred keyphrases and the results achieved from these are highly useful for both teams.
A commonly asked question in this field is whether PPC and SEO campaigns should be run alongside each other. And the answer is a definite yes. Google has gone on record to state that running a PPC ad alongside an organic listing can be very beneficial. Google recently carried out a study to reveal how the number of organic clicks change when PPC ads are present and when they are turned off or paused. It was found that over 89% of ads are incremental, which means that the visits to the advertiser's site would not have occurred without the ad campaigns. To test the impact of running both pay per click and SEO campaigns simultaneously on your own site you can use value-per-click calculations to define the level of investment.
Regardless of whether the work is being done in-house or in an agency, it's important to share insights to avoid duplicate work and miss any opportunities.
Harvey McEwan writes to offer information and advice on a variety of areas, from pay per click to technology to holiday destinations. View Harvey's other articles to find out more.
Regardless of the size of your digital marketing teams, it's important to ensure that your SEO and PPC campaigns are working together to get the best out of your project. Working together provides the opportunity to gain more informative and insightful data when working together rather than working as two separate entities.
One key common ground between the two is keyword research. Both SEO and PPC teams always carry out keyphrase research as one of the first steps of a new campaign. This is really the foundation of any search marketing strategy. It allows you to match the relevant keyphrases that people are searching for with relevant content on your site.
While SEO keyphrase research may include 200 or so keyphrases depending on the size of the project, PPC keyphrase research can include thousands of keyphrases. In this respect, PPC research digs much deeper. The keywords for SEO are used to inform onpage content, meta data as well as link building whereas the PPC keywords are generally used to create optimal ad copy.
By analysing PPC search query data you will probably be able to discover terms that are driving a lot of paid traffic. The SEO team can then focus on these keywords to integrate them into optimised content. This will hopefully then increase your traffic, without increasing your PPC budget.
One area in which PPC really does outshine SEO is testing. The tests performed, whether this be in terms of design or preferred keyphrases and the results achieved from these are highly useful for both teams.
A commonly asked question in this field is whether PPC and SEO campaigns should be run alongside each other. And the answer is a definite yes. Google has gone on record to state that running a PPC ad alongside an organic listing can be very beneficial. Google recently carried out a study to reveal how the number of organic clicks change when PPC ads are present and when they are turned off or paused. It was found that over 89% of ads are incremental, which means that the visits to the advertiser's site would not have occurred without the ad campaigns. To test the impact of running both pay per click and SEO campaigns simultaneously on your own site you can use value-per-click calculations to define the level of investment.
Regardless of whether the work is being done in-house or in an agency, it's important to share insights to avoid duplicate work and miss any opportunities.
Harvey McEwan writes to offer information and advice on a variety of areas, from pay per click to technology to holiday destinations. View Harvey's other articles to find out more.
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