Deck the halls by combining SEO and PPC for better results

We collected this information from our internal experts to provide you with the most up to date information. This is a follow up to our most recent webinar “PPC + SEO = Chocolate + Peanut Butter.”

You’re an expert at online marketing. Your company has a social media team, a website team well-versed in search engine optimization (SEO), and a marketing department focused on pay-per-click (PPC) strategies. The 2015 Holiday season couldn’t be merrier. Or could it?

Our experts say yes. You could be doing even more to make your holiday marketing sing. Simply put, it’s time to get your teams into the same room, under the same roof, to combine strategies. Especially when you have all of the analytics from your SEO and PPC strategies available for analysis, it pays to get those teams looking at each other’s findings.

In a nutshell, here’s the play-by-play on how you can combine SEO and PPC to strengthen your marketing strategy for the upcoming holiday season:

All hands on deck.

Make sure your PPC and SEO teams are working from the same content calendar so that both teams are aligned on the details: keywords, search terms, messaging, and desired audience segments. These teams should have regular meetings to ensure that they are aligned on your company’s overall marketing strategy.

Share key(word) insights.

Once your SEO and PPC teams are in regular contact, be sure they’re sharing the keyword insights they are each observing so that both teams can use the same findings to create new marketing campaigns and strategies, especially findings that might not be visible to both teams. For example, a paid search account will produce a list of keywords that your ads are triggering, at a level of detail that isn’t available on the SEO side. On the other hand, the SEO team may have a list of keywords that ads are not appearing on that would be easy wins for PPC.

Put your word choice to the test.

Create A/B testing strategies on the PPC side that can further inform your SEO strategy. Maybe your PPC team saw a call to action that really worked, or found a unique selling point that resulted in a large click rate increase. Testing ad language to find what resulted in the largest interest level from your audience (whether it’s click-throughs or purchases) can also yield great insights that can be incorporated on the SEO side.

Choose the KPIs that matter to you.

When optimizing SEO with PPC findings, focus on key performance indicators that have been identified for your goals. Once you have identified your KPIs for each goal and strategy, look hard at the analytics to see if the SEO changes you’ve made as a result of your conversations with your PPC team have actually moved the needle.

The powerful SEO/PPC combination is about to get even more compelling with Google focusing on conversion rate and multi-channel user experience. The buzz now is all about user intent, not just keywords. For example, a user might perform a Google search for red shoes. If what they really want is to know “where’s the best place to buy red shoes?” and you’re a red shoe company, you’re going to want access to that user’s search history and past actions – anything that could telegraph their intent to purchase red shoes in the near future. We’re not quite there yet – but rest assured, that day is coming.

In the meantime, use these insights and best practices to create that extra marketing edge. The SEO/PPC combination is sure to help you make this year’s holiday season the merriest yet for your company.

Did you miss our webinar “PPC + SEO = Chocolate + Peanut Butter” ? Watch it here!

Maureen Jann About the author
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