Most of us see Paid and organic social as different strategies. But what we fail to see is that though they are the two sides of the coin, they belong to the same coin- Search. Organic SEO and Paid search could complement each other very well and could be a game-changer when done right.
Organic SEO and Paid Search- Clubbing the Exclusively Inclusives
Both Organic SEO and Paid-search are closely knit and similar in the way they work- keywords, consumer behavioral analysis, consumer preferences. Organic and Paid Search starts with the same page but ends at different goals. Clubbing Organic SEO and paid search and creating a multi-channel integrated strategy can:
- Gain visibility and authority, in the eyes of your customers.
- Reduce your customer cost per acquisition.
- Gradually Rank your site for the hard-to-reach keywords
- Maximizes your presence on the SERP
Let’s understand how to leverage the combined power of Organic and Paid Search to meet goals and exceed expectations. But before diving further, let’s understand the basics.
Organic SEO refers to obtaining a natural placement and getting results that are done through various proven strategies such as optimizing the web page by writing high-quality and highly relevant content, boosting keywords, incorporating meta tags, and backlinking. This keeps changing according to the Google algorithm that’s based on several factors from time to time. Statistics reveal that the Google algorithm changes almost 500 to 600 times each year. Although Businesses find it difficult to catch up with the SEO trends, they heavily rely on it for the ROI it brings for the business!
- 92.96% of global traffic comes from Google search, Google Images, and Google Maps. (Sparktoro)
- SEO drives 1000%+ more traffic than organic social media.
At MITDigital360 digital marketing agency in Connecticut, we follow a detailed approach to Organic SEO for building long-term results for your digital business. Our team is technically abreast of the latest trends and algorithm updates and ensures that your brand stays at the top of the search.
In a nutshell, pay-per-click (PPC) is an online marketing model. This form of advertising is prevalent and most closely associated with Google, though you can see PPC ads on Facebook, Bing, and other places as well. With PPC marketing, the advertiser has to pay a fee every time someone clicks on their ad — hence the name pay-per-click.
Paid Search is a subcategory of SEM (Search Engine Marketing) that is used for short-term results. Paid search appears as a sponsored listing on the top of the page, typically occupying position 0 in the search listing and having the maximum visibility. This has been a powerful sales strategy that can bring great results.
- Brand awareness can be increased by up to 80% through Google paid ads.
- Paid advertising returns $2 for every $1 spent - a 200% ROI rate.
- Traffic brought through PPC advertising yields 50% more conversions than organic advertising.
Need PPC ads/ Paid Search for your business? MITDigital360 digital marketing agency in Connecticut helps you best optimize your spending and maximize your results.
Let’s get started with the 5 powerful strategies that make a coordinated SEO and PPC strategy greater than the sum of its parts.
Share Keyword Data:
The ability to share learnings across organic and paid search begins by building integrated dashboards displaying key search (SEO and PPC) performance data, primarily focusing on keyword-level trends. Running both Paid and Organic keywords simultaneously, you get double the data to analyze the best keywords that can work for your business and how to go further with it.
Essentially, you will have to integrate insights such as Organic impressions, Organic CTR, Average ranking position from Google Search Console and integrate this data with PPC metrics such as CPC, CTR, Conversion data. Essentially you can use this in scenarios where you have to cut budgets, save more in a medium time frame and get more impact for your Organic CTR.
1. Cut Budgets by using Rank#1 organic Keywords in PPC
You can identify any keywords that rank #1 (on average) and work on the associated paid to spend on those keywords. This will help you identify immediate areas where you can start to pause within PPC accounts while monitoring the overall impact on traffic and sales.
2. Save more by using PPC analysis to build content for Organic SERP
There can be situations where sometimes you are not performing well organically or spending more substantial cash on PPC. In such cases, you can analyze the top-performing keywords in the PPC ad campaigns and use the data to identify the type of content the audience wants. You can gradually build up content around those keywords and rank well for organic SEO.
3. Target hard-to-reach Organic keywords using PPC
You can use data in between the Organic and paid search to reach some hard-to-reach keywords. For instance, you might have had keywords that are relevant for your business and that you are not able to rank organically. In such cases, finding ways to surpass these keywords in organic will be nearly impossible.
You can however use paid ads to rank above the organic search listings to improve your visibility for those hard-to-reach keywords.
4. Use Combined PPC and SEO to dominate search
Combining SEO and PPC can improve the search exposure on the site. You can’t always run PPC ads due to the cost factor. In March 2020, Statista surveyed B2B marketers in the U.S. and found that 61% expect they will need to cut budgets. Integrating the strategy of Paid search which is positioned to be at #0 rank in SERP with your organic searches helps you gradually rank for the organic keywords and reduces the cost spent on PPC.
Moreover, it helps you to dominate both the paid and organic search results and improves visibility to your site giving an impression that you’re an industry expert- gradually over time.
5. Use data from social media for SEO Visibility:
Nowadays social media is changing its landscape dramatically, Sites like Facebook, Twitter, Instagram, Linked In, and other popular social networking sites have been providing advertising opportunities for small businesses to large scale industries for reaching their target audience. Using this accurate user profile information, interests, and their behavior in the social media channels, the businesses can reach their target audience through advertising campaigns. The data that you gather from these campaigns can allow you to refine your overall SEO strategy.
Partner with MITDigital360, a fast-growing Digital Marketing Agency in Connecticut for the best SEO and PPC services and get ahead in your business. Contact us today!