PPC & SEO Synergies
There are many things paid and organic search have in common, lets dive straight in.
In order to drive down the cost of clicks in a paid search campaign, you need a high quality score. Which means your webpage has to be super relevant to the keyword your bidding for. In order to rank well in the organic section of the SERPS (search engine results pages), you need a highly relevant webpage for a specific keyword.
Some would say there are reasons for not using the same webpage for both SEO and PPC.
- Don’t put outbound links on a paid search landing page, you want to make it difficult to leave your page without converting.
- You don’t want to much information on the page to confuse your paid traffic.
- Drive your paid traffic through your sales funnel with a landing page full of calls to action. Your paying for the traffic, don’t worry about UX (user experience), get the conversion.
All of the above would not be considered good tactics for a organic webpage, though has some merit for a paid search page, but, any possible synergies between the two marketing channels would be lost. I believe the two channels, PPC and SEO can share the same landing page and should. Especially if we are talking about a small business with a limited advertising budget.
Another Thing In Common Between Search Engine Optimization and Pay Per Click
The cost of highly trafficked short-tail keywords are quite expensive, compared to the not so well trafficked long-tail. Similarly, the cost to build enough links and optimize a page for the short tail /premium keyword is also very expensive to say the least.
Paid Search Organic Search Strategy
To write great content, and to get links to those pages takes time and money. Wouldn’t it be great if there were a way to test our keywords, just to get an idea of how much actual search traffic there was before we made the investment. Well there is such a way, it’s called PPC. With PPC, you can throw up a few quick landing pages, target some keywords for a month, and then see. You can be on the first page of the SERPS testing multiple keywords within days.
To determine the the organic value of a keyword you discovered in your pay per click account, multiply your monthly click total by 3. This is because an organic ad on the SERPS gets clicked three times as much as PPC ad’s. Then multiply your organic click count by the average cost per click of your paid search campaign.
Once you identify the keywords you want to target, create several highly relevant optimized pages and direct your inexpensive long-tail PPC traffic to those pages. If the content is really good, you will know doubt get some visitors to link to it, or even bookmark it. This will help your page to improve it’s organic rankings.
There are a lot of competition for the keywords that generate a ton of traffic, and the cost to compete usually is not only cost prohibitive, but there would be no return on your investment (ROI). By utilizing the synergies of paid search and organic search, and by targeting long-tail keywords, your advertising is likely to provide you a very high ROI.