Paid and organic search can be effectively combined to enhance overall performance. Although these channels differ in many ways, there is much to learn from each that can be applied to the other. Let’s explore how each can benefit the other.
Using an Organic Search Approach to Inform Paid Search Strategy
Many companies begin with SEO when they need to validate their search model or have limited budgets. As you develop your PPC strategy, you can identify which keywords may be expensive due to competition and search volume. In this case, it may be beneficial to focus your SEO efforts on these keywords. While it will take longer to see results, it requires significantly smaller investments over time.
Additionally, you should review your SEO analytics at least monthly to uncover insights that can be applied to your PPC accounts, and vice versa. This could include trends related to topics, time of day, day of the week, device type, location, and many other factors.
Using Paid Ads to Shape Organic Strategy
One of the most frustrating aspects of organic search was the change in 2011 when Google began showing ‘not provided’ for organic data. Fortunately, some organic keyword data is now available in Google Search Console and can be connected with various techniques. Additionally, Google provides an API that offers access to more ‘not provided’ keywords than what is available through the web interface.
A well-known interaction between PPC (pay-per-click) and SEO (search engine optimization) is the use of PPC keyword data, particularly keywords that lead to conversions, to inform your SEO strategy.
Another key takeaway is that you can quickly identify effective copy trends from your PPC ads and then apply those insights to your website and other marketing efforts to enhance click-through and conversion rates.
Conclusion: How paid and organic search intertwined
In summary, integrating paid and organic search strategies can lead to better insights, enhanced visibility, and improved overall performance in digital marketing efforts.
Note: Digital Marketing Strategy by Simon Kingnorth
