How do SEO and PPC Work Together for Marketing Strategy?

PPC and SEO strategies are often viewed as separate entities. However, they are interconnected in that the data from PPC campaigns can be used to find SEO opportunities, and vice-versa. The data from each of these channels can be used to provide premium white label PPC services. The complexity of search engine results page can be navigated and each SERP asset can be optimized using both paid and organic searches. 

Both paid and organize search teams providing white label PPC services engage in numerous projects including testing features, running audits, troubleshooting data, bidding for optimization, launching promotions, implementing new content, etc. In addition to this, regular meetings should also be held to report progress. 

Sounds like a lot, doesn’t it? Well, in this blog we seek to show you some simple and easy ways in which you can make PPC and SEO work together.

Evaluate the Site Speed

The speed of a site has a significant, direct impact on user experience, which will in turn affect the performance of both organic and paid searches. Pages that load slower will most likely cause users to abandon the shopping altogether. Google has been encouraging site owners to improve their site speed to maximize user experience. For over 3 years now, the speed of the landing page has been a factor for mobile ranking and quality score. 

Check Out Speed Metrics

Google provides reports like the Core Web Vitals which helps diagnose and solve any loading issues. The mobile speed score is a data point found on the landing pages tab, that ranks the speed taken for the landing page to load on a mobile on a 1-10 scale. This metric is updated daily, and one can also procure the history of mobile speed scores to study the change in speed over a period of time. 

Flag Pages that Have Low Scores

Another way in which you can make PPC and SEO work together is by flagging landing pages that have a lower speed score but high traffic. This means that despite the time taken for the page to load, users are still staying on the page. Such pages are the most ideal to optimize, and when optimized will generate greater leads. The direct impact of the optimizations made can be assessed by the SEO team, and they can then give recommendations to improve speed score.   

Use SEO Data to Direct Paid Search Traffic 

It is good PPC strategy to review the keyword list being used for a campaign. Typically, new keywords are added after external analysis and reports that identify changes in keyword trends.  Alternately, new keywords can be arrived at by using tools that suggest keywords, or just by brainstorming some new keywords. All of these steps are sound; however, this task can be carried out without any further effort by working together with the SEO team. Procure the list of pages that have been recently optimized and direct paid search traffic to the portions on this list that are currently not receiving paid search traffic. 

Integrate Pages Currently Not Supported

We’ve seen how data from the SEO team can be used to direct paid traffic towards certain pages. The decision to direct such traffic to pages not currently supported should be arrived at by keeping in mind the following questions:

• Does the page complement the strategy of paid search?
• Does the page provide new ways in which to connect with searchers?
• Are there any doubts regarding the performance of the page, even with paid search?

If the first two questions are answered in the positive and the last one in the negative, you can go right ahead and direct paid search traffic to that page, and rest assured that better results will be observed.

These are just a few of the many ways in which you can make PPC strategies and SEO to work together to unlock marketing wonders. You will be able to launch specific projects that are easily repeatable by fostering this culture of collaboration. So, wait no further, embark on this dream collab right away, and the results will speak for themselves.

Also read: Ultimate Guide on Outsourcing White Label PPC