Search engine optimization and paid search marketing have always been like “neighbors” to most companies and agencies instead of “family”. Some small businesses I have worked with in the past have outsourced one function while having a in-house resource for the other. This is fine and can be very successful but the lack of communication between the two that happens the majority of the time, causes inefficiencies in optimization of both functions. If your company resembles this condition here are some tips on how SEO and PPC Marketing can help optimize each other.
Benefits of Optimization of Paid Search Marketing and Search Engine Optimization
There have been a few studies done on this topic that have shown when you combine a website that ranks high from SEO with paid search ads being displayed on the same keyword you double your overall traffic from that keyword. In 2007 a company called I Company did an in depth study called “Natural & Search Symbiosis” that showed:
- 92% increase in clicks
- 45% increase in actions taken on the site
- 45% increase in orders
- 44% increase in page views
- 40% increase in visitors
- 40% increase in time spent on site
If you think about it, it just makes sense. Your taking up more valuable real estate in which your potential customers see you more and you are also limiting the competition to be seen as well.
Share Top Converting Keywords
By sharing the top converting search engine optimization keywords and paid search keywords with each function you give yourself a great opportunity to increase your conversion rates on both sides by:
- Allowing PPC to incorporate those keywords into their campaign
- Allowing search to raise positioning for those terms should they already be within a specific search campaign
- Give SEO more keywords to target
- Give SEO valuable information that will drive a targeted link building campaign
Share Top Search Ads & SEO Titles
SEO is just not about high rankings but click throughs as well. Don’t get me wrong, you need high placement from SEO to get traffic but once you are placed in the top 10 for a specific keyword your title of the page is what drives the visitor to click similar to your paid search ad drives click as well. A great tactic I have used is to incorporate top ad titles from your search marketing ads as page titles for your SEO pages and vice versa. If you are already seeing that visitors are responding to these titles with a high click rate then why not maximize this?
By using a co-optimized method it will prove that the limitations of one discipline can be helped by the strengths of the other. This will help keep PPC costs down and drive overall conversions and efficiency up. If done correctly, this dual optimization will save you time and money by giving your team more time to test, more time to report, and more time to refine each campaign.
Stay Connected With Us: