In the world of digital, there has been animated discussion surrounding which should receive the most focus – PPC or SEO.
However, according to an article published by Search Engine Journal, the best campaigns operate by using the data provided by both outlets to ensure that the overall performance is of an even higher standard.
SEJ have produced a list of the six ways that the data provided by both SEO and PPC can be used to improve a campaign.
Here is a summarized version of that aforementioned list, featuring just a few of SEJ’s tips:
Utilise the data provided by SEO to increase PPC performance and decrease costs –
Discover new keywords: By comparing lists – one of the referral keywords from your organic search and one of the words being managed in your paid search campaign – you can discover new keywords that might be showing encouraging signs in organic search, but aren’t used in your PPC strategy.
Utilising site search can also provide similar information; by working to uncover new target terms, you will be able to tailor your paid search efforts towards what people search for on that site.
Limit cannibalization: In a bid to limit the cannibalization between the two sets of keywords set up a test to measure the impact.
Using Pay per click data to prioritize keywords for SEO –
Come up with an estimated demand for your keyword targets: Though in some cases search volume tools that provide estimates are useful, they can be guilty of being inaccurate.
Instead SEJ states: “Using your paid search data combined with your SOV (share of voice) you can get an idea for the potential traffic of a top ranking based on impression data.”