Many agencies, business and freelancers tend to approach the digital marketing world in their own way. But, unfortunately, many do tend to treat each individual strategy as if it were its own individual island. Much to the detriment of the campaigns they seek to have success in.
For that reason, learning to treat each element of digital marketing as a whole rather than separate pieces can be incredibly valuable for your campaigns. Especially when it comes to elements such as SEO and PPC. Two sides of the same coin, but often slotted into different piggy banks.
So, with that in mind, here are some of the benefits of joint SEO and PPC campaigns, as well as a few tips for making them work.
One of the biggest benefits for having both SEO and PPC campaigns working alongside each other is the increased visibility. The fact is that the first four results of Google are paid and the subsequent ten are then your organic SEO results. So, having a result for both of these avenues can be incredibly valuable; it provides you with double the exposure.
However, it is important to consider that targeting certain terms with PPC may decrease your SEO visibility in the long run. This can be especially the case when it comes to branded keywords. If you rank organically for your brand, there is actually little point in targeting this via paid traffic (despite what others may advise). As although your competitors may target this also, if users are searching for your brand, they are unlikely to be swayed by competitors attempting to steal this traffic… for the most part.
On the other hand, the fact of the matter is that SEO is much slower to achieve than its paid counterpart. So, if you want to see quick short-term success for certain keywords then paid campaigns may be the answer. As you gain traffic through this and then have ample time for your organic keywords to grow alongside this naturally.
Share Keyword Targets
Keywords are a key component of both SEO and PPC campaigns. With overlapping targets for both, however, it is important to consider more cohesive sharing of information between these two channels. As if PPC is targeting one keyword, it may be best to avoid targeting this too thoroughly with SEO as the traffic is already essentially being paid for. For example, ‘app developers’ may get a good search volume–but, to be fully successful you need to target this with either SEO or PPC. Not both.
So, make sure that both of the SEO and PPC campaign runners are aware of each other’s campaigns. That way if there are any overlaps these can be removed. Creating cohesive, aligned, campaigns that work in favour of each other rather than apart.
Learn from Each Other
At the end of the day, ignoring the data gleaned from one campaign to target another can be a mistake. If you are having great success with PPC campaigns in one particular sector, why not expand your SEO targets to include this sector as well? You may be able to attract double the amount of traffic this way in many cases.
Campaigns should not be separate, but two sides of the same sword; cutting through your competitors efforts and placing you on the top of search. For both paid and organic results.
On the whole, digital marketing is something which needs to work together much more cohesively in order to be a full success. So, you need to make sure that your campaigns are not working against each other in any way as so often can be the case. Start working them together and you may be surprised by the positive results!