Yes, SEO and PPC can definitely work together and in fact help boost each other’s performance as well.
Introducing you to integrated marketing, the art of smartly integrating insights from one service to boost the performance of the other.
PPC and SEO primarily revolve around keywords. In PPC, Google matches your keywords in the ad copy and headline to the keyword searched on Google and displays your ad. In SEO, Google reads your content, identifies keywords in it and starts ranking the content based on those keywords.
In both these services, choosing the right keyword is extremely important. SEO takes around 3-6 months to show results.
Imagine ranking for a keyword only to realize that the traffic coming from that keyword isn’t converting.
Imagine running ads based on a particular keyword while there is a possibility of using a better keyword that is lower on CPC and has a higher conversion rate.
Well, to avoid this you need to use your PPC campaign’s keyword insights for developing an SEO strategy. Similarly, you need to use SEO traffic keyword insights for developing a PPC strategy.
Wait before you go ahead and say that the last paragraph is like the ‘What came first? The chicken or the egg’ puzzle. To uncomplicate things follow these 7 steps before concluding your SEO and PPC strategy and that my friend, would be the answer to the question ‘How can SEO and PPC work together?’
Go to Google Search Console and download the list of keywords for which you get impressions and clicks through Google. Copy-paste the top 10 traffic driving keywords in a different sheet. This will be used later in the process.*
Remove junk keywords and put the rest in Google Ads Keyword Planner.
Shortlist keywords like you do for a regular ad campaign.
Let the campaign run for 7 days (minimum). Identify high converting keywords from this list. If you still don’t have any conversions, then go back to the drawing board and find other keywords and repeat from step 2.
Use these high converting keywords and do your SEO keyword analysis using them as input keywords. You need to find closely related keywords to the input keyword and form a cluster of keywords around the same theme.
This cluster is going to be a high converting cluster for you.
Include these keywords in your content without breaking the 2% keyword density rule.
*Now is the time when you go back to the top 10 traffic driving keywords which I asked you to keep in Step 1. Use these keywords and without filtering them start running PPC ads on these keywords.
These top 10 keywords are driving 80% of your organic traffic and experimenting with these can help you reach a good set of high converting keywords but with low CPCs. Google analyzes your content as extremely relevant to these keywords which is why it ranks organically for them in the first place.
This approach ensures you are not losing out on good keywords by integrating insights from both the services.
I can bet that 20% of your keywords get 80% of your conversions, both in SEO and PPC. You just need to experiment and find out this premium layer of keywords that drive you the most conversions, that way you will have the most optimized SEO and PPC strategy.
This is how you make SEO and PPC work together.