SEO and PPC can work hand-in-hand because you need landing pages for your Pay-Per-Click Advertising campaigns and you need high-quality content for your top keywords. If you are consistently driving traffic to a page on your website, you want it to convert at a high rate as well.
I listed a 5-step strategy for SEO and PPC integration below. You can start by watching our video and then continue scrolling to the article for more details.
Combine SEO and PPC Marketing
5-Step SEO and PPC Strategy
There are plenty of steps that you can take, but the action-plan below will be useful when you are getting started.
SEO and PPC Integration: In order to integrate Search Engine Optimization and Pay-Per-Click Advertising strategies, you need keywords that will drive sales for your business.
1. Find relevant keywords for your business
First, you can use the Google Keyword Planner or Ubersuggest to find the best keywords for your business. Depending on your website, your products, and your services, you can target a lot of different keywords to help drive sales or leads. One easy option is to enter your URL into the Google Keyword Planner to find the most relevant keywords for your website according to Google.
For the example in the video, I used the Google Ads Recommendations tab and found plenty of keywords that would be perfect to use.
2. Create high-quality content for long-tail keywords
High-quality content is well-researched, relevant, timely, and useful. When people search any keyword into Google, they are looking for the easiest solution to their question or search term. You want to write content around a keyword that can be used for organic and paid search. In addition, the page should be able to used as a landing page that converts as well.
3. Create Ad Groups in Google Ads and Bing Ads and target the keywords for the content and landing pages you create
Next, you want to create an Ad Group and target the keywords that you are targeting for your organic search keywords. You can create an Ad Group for Google Ads and Bing Ads.
In addition, you want relevant ads that match the keywords you are targeting, and you will send traffic to the landing page from the previous step.
4. Share your content on social media
In order to drive additional traffic to your new content, you should share it on social media as well. As part of a long-term strategy, it can help you build an audience with your helpful content and drive new customers from Facebook, Pinterest, Twitter, Instagram, and LinkedIn. Social shares will help you grow your audience, grow your traffic, and potentially increase backlinks if other websites link back to your content as well.
5. Use Remarketing to capture people who have not converted yet
Last but not least, set-up a Remarketing audience for people who have visited your new page. You can target people who have visited your page and have shown interest in your products and services based on specific pages.
SEO and PPC Strategy
When it comes to Google Ads and Bing Ads, you generally target some very popular keywords and some long-tail keywords as well. Ultimately, the goal is to drive traffic to landing pages on your website to increase revenue. SEO is no different – You want to drive traffic to your website and increase revenue.
A winning strategy for PPC and SEO would include targeting the top keywords in your niche, creating useful content for the top keywords, writing relevant ads to drive traffic to pages for the top keywords, and optimizing your campaigns to improve your conversion rate.
Incorporate Long-Tail Keywords
Long-Tail Keywords are easier to rank for and they can improve your conversion rate for Google Ads and Bing Ads. You can watch our video below to learn 6 great ways to find long-tail keywords for PPC and SEO.
How to Integrate SEO and PPC
Short-tail keywords will generally take up the majority of your Google Ads budget. However, it is still important to optimize for long-tail keywords as well because they can improve your cost per conversion. When it comes to Search Engine Optimization, short-tail keywords will help drive the most traffic, but your pages will rank for a variety of keywords.
Your goal should be dominating the search engine results pages for paid and organic listings for your top keywords. You can integrate PPC and SEO by consistently improving your keyword quality scores in Google Ads and Bing Ads. In addition, you want to create the best possible content on your website to improve your organic search traffic.
How Can PPC and SEO Work Together
Many marketers wonder how to make organic and paid search work together because they are powerful solutions to drive traffic to your website. If you can create great content for SEO, and set-up your content to also be a relevant landing page for PPC Advertising campaigns, you can focus on driving as much traffic as possible to your website for your top keywords. Since Marketing and Advertising are so competitive, you want to drive as much relevant traffic as possible to maximize conversions.
SEO vs. PPC
You can learn more about what we think when it comes to SEO vs. PPC here. Ultimately, each form of advertising can be very useful for your website. In my opinion, I believe investing in Search Engine Optimization is more important because it can help drive traffic every day without having to pay for it. However, during certain times of the year, investing in PPC Advertising can be very lucrative for your business.
In Summary
I learned the strategy above after working for a client that had pages created for thousands of relevant keywords for their business. Every time there was a new keyword for the PPC Advertising campaigns, there would be a new custom landing page created as well. It helped to increase organic traffic, increase quality scores for Google Ads, and drive additional revenue.
