The rapid rise and popularity of the internet and the invention of several online marketing tools and techniques should have made marketing more efficient. However, many businesses still fall for the mistake of separating and running pay-per-click (PPC) and search engine optimization (SEO) as if one was unrelated to the other.
Although PPC and SEO are two distinct online marketing strategies, as a whole, they work and should work to complement each other. Thus, by synchronizing SEO and PPC, both approaches can enhance the overall results of your brand and sales for less effort. However, how to go about syncing SEO and PPC campaigns?
Working on shared data and target audiences
First, recognize that you are employing PPC and SEO to have all your online marketing bases covered. However, is there a big difference in the target audiences that you have for each online marketing strategy?
If you think about it, the audience for your overall online marketing efforts has a set of demographics and behaviour that does not change whether you use PPC or SEO. After all, it’s not your marketing strategy which dictates the behavior of your target market, but the other way around. Because the target audience of PPC and SEO is the same group, that means the separate teams or people who do your PPC and SEO are working with shared data, which is right under their noses.
For instance, PPC data can indicate which keywords are more likely to gain a user’s attention. Your SEO team can use that data to come up with keywords they can integrate into the content to improve your website’s ranking in search engine results, and it also works the other way around. If you notice that specific newsletters, white papers, blog posts, infographics, and demo requests have high demand, the PPC team can use the data to come up with ad designs and content relevant to your target audiences that would increase click-through-rates among them.
Collaboration between clients and agencies
Aside from internal input and cross-department collaboration within your agency, you also need to work with your clients to synchronize your PPC and SEO efforts. This also applies for businesses which have no online marketing teams and outsource the effort to agencies. An agency should regularly consult with the client to know what they need, and for both parties to understand what the markets need, to fine-tune their PPC and SEO undertaking and make these tasks complement each other. That way, clients and agencies save time and reap the rewards for less effort.
The market is in flux, which means needs and demographics change. An agency should take the initiative to explain to the client how PPC and SEO would be coordinated to adjust to the changes and still produce the desired results. On the other hand, clients are encouraged to share their insights and inputs to help create a strategy that fits their target objectives. Discuss your strategies and thoughts with each other and see how you can come up with a coordinated PPC and SEO campaign to bring the dollars in from clicks sourced from paid searches and organic landings.
As you can see, communication between parties is essential. More than just a client-agent relationship, both parties are in a partnership, and collaboration is what partners do to achieve their goals. Build trust, assess strengths and weaknesses, and move your PPC and SEO efforts forward for great success!
Remember, it’s not a choice between SEO and PPC. Instead, what you need is to communicate and collaborate, whether it’s between separate SEO and PPC teams or between agencies and clients. Achieve better outcomes when you synchronize SEO and PPC.
If you’re looking for a digital marketing agency in Leeds, get in touch with us today! We’re happy to help.