Running SEO and PPC strategies independently is something you want to avoid. While these two marketing techniques might not seem to have much in common, they can work together to create a unified marketing strategy. When you combine SEO and PPC marketing, you will get better results. The only problem is determining how to integrate them.
Share Keyword Data
One of the first steps you need to take when integrating is to share keyword data. Keywords are the foundation for both these marketing methods. PPC uses keywords to create relationships with consumers while SEO uses this to determine the structure of a website and content.
While the purpose of keywords is different, the data you use will be the same. Instead of having each strategy complete keyword research, this can be done once and shared. This will streamline your marketing processes, save money and ensure that both strategies are working together.
The keywords that are used for your PPC campaigns, should be considered for SEO content. This will provide landing pages for potential consumers and increase your market visibility for these keywords. Sharing also creates a coordinated message that is consistent and helps with brand recognition.
Have Shared Goals
When you create any marketing strategy whether PPC or SEO, you need to set goals. In most cases, the goals set for PPC and SEO are the same which is why you should look at combining. As you are sharing goals, you should also look at sharing metrics.
When you combine PPC and SEO metrics, you will get a unique insight into your consumers and how they behave. This data can help you adjust your marketing strategies to better suit your consumers. When this is done, you will see a better ROI and user experience.
When sharing goals and metrics, you should set out an overall goal for conversions, ROI, CTR, and user engagement. While you have these overall goals, the metrics should be broken down into PPC and SEO. This will help you determine which marketing method works best for certain aspects of your business and you can focus on it. The information obtained from these shared metrics can also be utilized for social media marketing and email marketing campaigns.
Remove The Silos
In many businesses, PPC and SEO teams work in silos which is a problem. This will isolate critical information and will reduce overall productivity levels. It is important that you take steps to remove the siloes to create your integrated strategy.
While you are removing the silos for PPC and SEO, you should look at your other marketing strategies as well. If any of your other marketing works in a silo, this has to be removed. Creating one integrated team for marketing will generate better results than teams working in isolation.
This is due to the data each team generates being able to help other teams. Using data from SEO or PPC alone can provide valuable insights, but will not be as comprehensive as combined data. When you combine the data from PPC, SEO, email marketing, social media, and PR, you will be able to make better cross-channel decisions. Justifying actions will also be easier and you will often be able to understand your potential customers better.
Optimize Your Landing Pages
Once you have your goals, metrics, and teams in place, you need to look at optimizing landing pages. This is a good way to integrate PPC and SEO. The landing page is where your PPC adverts are going, but they can also end up in the search results when properly optimized. This provides you with 2 channels to get leads.
When you optimize your landing pages, you will need to wait for SEO data before you start PPC campaigns. The data from the organic users will help you determine who to target with your PPC campaign. This will reduce expenditure and increase CTR as your adverts appear before the most qualified consumers.
There are many steps you can take to integrate SEO and PPC. Approaching this with a holistic view is the best solution as you will create goals and strategies that make use of both. If you already have separate teams for this, you need to remove the silos around them and share as much data as possible.