A well planned and executed SEO campaign establishes long-lasting results for a prolonged time after an SEO campaign has been finished, though often it is an ongoing process. PPC benefits finish as soon as the PPC campaign is stopped, which could be due to a time or budget/spend limit.
From the above you might be led to think that SEO and PPC really do operate on their own, so let’s see in what ways these marketing strategies complement each other and how that can lead to a more successful search marketing strategy.
- Use PPC to find and test keywords for the SEO campaign
One of the puzzles of a successful SEO campaign is finding relevant keywords for your SEO Campaign.Though there are many tools that can give you Search Volumes, the number of searches per month for a certain term, the best source for this data should be the search engine you want to be visible in, for example Google. Google shares this kind of data in the most privileged/detailed way those using their paid advertising service, Google AdWords.
Google AdWords gives very detailed insights into the conversion and click through rates (CTR) of the keywords that have been chosen for a PPC campaign, so that you can determine which keywords have the highest conversion rate and apply them to your SEO strategy.
If you use PPC to check the keywords you are looking to use in your campaign, you’ll get a good initial indication of which keywords would work and which wouldn’t. In this way, you don’t need to spend months to see if instincts are correct.
Also, as PPC is a refining process, you can use this data to improve your PPC Ads to attract more clicks to your site while you work on your website’s SEO.
If you do use Google AdWords to test keywords for your SEO campaign, you’ll notice that they have a brilliant feature which includes a list of all search terms that people have typed in prior to clicking on your ad.
This is a great opportunity for you to discover new, especially long tail, keywords you may never have even thought of, with a better precision that many keyword tools offer.
- Improve the metadata on your website
In order to get those valuable paid clicks, you have to create ads. In Google AdWords you are able to create multiple ads targeting the same keywords, allowing you to carry out A/B testing.