Collaboration has become a major concern for organizations when it’s to SEO and PPC departments. Usually, both SEO and PPC are part of digital marketing and also relate to one another but the two often have different strategies and campaigns.
This is not a problem with one or two agencies but nearly every agency. But have you wondered the reason behind the same? It is because both SEO and PPC have their own goals be it in terms of traffic, sales or conversions.
But by doing some planning, you can involve both SEO and PPC working together, and that too with the right set of tools. Using the right strategy here can give you an edge over your competitors.
Here’s how you can optimize your digital marketing with the right SEO and PPC keyword strategies stated in the post.
Steps To Optimize Digital Marketing With SEO And PPC
Understand SEO
The first thing to do is to understand how SEO fits into your business’s larger context. Take note of what other departments are doing, the keywords they are targeting, and how each department is benefiting your business.
If you notice that SEO and PPC are targeting the same keywords, you can easily fix it by asking the PPC department to stop doing bids on overlapping terms. Likewise, ask the SEO teams to not have keywords that overlap with the PPC campaigns as this could lead you to miss conversions.
Consequently, you can prevent this from happening at the outset only by asking both SEO and PPC departments to come together.
Define problem
The next step is defining the SEO and PPC problem which you plan to solve. Before getting into making both SEO and PPC departments work, you should focus on solving the problem. Ask yourself questions like can you get the same traffic through SEO for which you are paying in PPC?
Also, figure out if you’ll get the same conversions without covering both channels or not. Once you get answers to these questions from your SEO and PPC teams, you can easily plan the keywords for each team.
Identify cannibalization
Another step is to identify where and how the cannibalization occurs. Most organizations might not notice the cannibalization issues within their teams but they usually persist. Cannibalization refers to the situation where SEO and PPC are targeting the same keywords while competing for traffic.
This can lead to lower conversions and can drastically affect your traffic. This usually happens when both teams do the tasks independently without discussing them with one another. The best way to deal with this is to pull out the list and identify the keywords that did not result in any conversions.
You can update the new keywords to the tool named rank tracker. This method will help you identify the keyword overlaps.
Filter keywords with ads
The next step is filtering out the keywords with ads. You can also filter out the keywords using a wide variety of tools. The tools will not only filter out the keywords for you but will also bring your SERP features visibility and seasonality.
Test keywords
Merely filtering out the keywords is not going to get you the desired results but you also need to test the keywords. You can start testing your new keywords by defining the landing page for the query it has been ranked for.
The landing page will also determine how much traffic you are getting and whether it is growing or declining. This will help you track the conversions you are getting from the landing page. You can also target individual keyword testing by adding these keywords into your campaigns and also run this for 10-14 keywords.
While testing the keywords, look for the patterns such as improved return on ad spend, increase in SEO traffic, and conversions. Once you are done with all this, lastly, you need to evaluate the results.
Site link extensions in PPC ads
You can also complement your SEO efforts by using the site link extensions feature of PPC advertising. With this feature, you can add multiple links to your PPC ads. As standard PPC ads only support a single link but you can include multiple links to your ad with PPC ads.
With these extra links, you can make your PPC ad more visible and encourage users to click on your ads. The recent statistics conducted on this reveal that users are 30% more likely to click on ads with multiple link extensions.
Besides this, the multiple links can also be used to drive traffic to the lesser-known subpages of your website which otherwise are hardly noticed by the visitors.
Bid on highly ranked brand names
The primary goal of every business is to get ahead of one’s competitors and luckily, you can step ahead of your competitors by creating a PPC campaign that targets their brand name. By doing so, your visitors will be able to see your ad when they’ll search for your competitor.
Some marketers believe that it is against the guidelines of Google but later on, this restriction was lifted. Consequently, you can target your competitors in your PPC ad campaigns by not using their keywords.
Wrapping Up
Implementing these SEO and PPC strategies in collaboration and making both departments work together will bring you much more conversions and returns on investment. Ask your marketers to work on keywords and optimize digital marketing to showcase your results.