Most eCommerce and online businesses handle PPC and SEO separately. Either they outsource one or have both services handled by two different providers. But to maximize the benefits of both marketing strategies, collaboration is essential. Experts like those from Florida SEO company, know that if they can’t work together with the PPC team, their efforts won’t reach their full potential.
SEO and PPC are different in many ways, but also have similarities. In order to achieve the same goal, each of these strategies needs to rely on each other for improved performance. That’s why this article will discuss both strategies in detail and explain further specific ways on how SEO and PPC teams can effectively work together.
What are the differences between PPC and SEO company services?
Most business owners are familiar with SEO. The primary goal of this marketing strategy is to increase organic website traffic by ranking high on search engines like Google. Some examples include link building, content creation, and technical optimization. There are also many other activities that experts like those from an SEO Florida company can employ. Usually, the strategies used depend on many considerations such as the size of the business, budget, and specific outcome desired.
PPC advertising, on the other hand, refers to a digital marketing model where the client pays every time a customer clicks on their ad. These ads are posted in ideal locations where their target market is likely to become interested. For example, you can have a PPC advertisement on a blog that is related to your business niche. So, how are these two tactics different from each other?
- The first difference is that you’ll see PPC ads listed above SERPS on every search result.
- Unlike PPC where the client pays for traffic generated using the advertisement, SEO obtains traffic organically.
- The last main difference is that PPC generates immediate results. However, unlike the services of an SEO company, the results of PPC aren’t long-term. Once the campaign ends, the site traffic numbers will revert back to the same number before the advertisement began.
SEO is considered a long-term strategy because you can only see positive results after some time. ROI could take months, but once you see the outcome, it produces a lasting benefit for the business.
How do PPC and SEO benefit from each other?
SEO and PPC are both means to the same end. As such, these strategies support each other in many ways. The following are ways in which your SEO company and PPC team benefit from the results produced by their individual efforts.
- Get the most SERP coverage. PPC ads appear on top of search results. If you have both SEO and PPC, you can potentially occupy a significant portion of SERPs.
- Effective keyword use. Information gathered from PPC campaigns can help your SEO company determine the best keywords to use in their strategies.
- Increase brand awareness. PPC ads create brand awareness, which in turn makes consumers more familiar with the company. In turn, this familiarity will help them choose organic listings posted when it comes up in SERPs.
In order to effectively gauge the success of these strategies, tracking and measuring performance is vital. The data generated from both SEO and PPC will be used in improving the results for each campaign.
4 Collaborative techniques for your SEO company and PPC team
Now that you know the benefits of having both SEO and PPC campaigns, how can you ensure that collaboration between the two teams achieves the best results?
- Data sharing between teams should be standard practice. Your SEO company and PPC team are likely to employ different strategies in keyword research. But, despite their varying approach, the most important aspect of collaboration is the willingness to share data and information. Data gathered by your PPC team when they conduct keyword research should be available to your SEO team as well. In the same manner, the SEO team should also give the PPC team access to the research tool they use as well as the results.
- Aim to cover a big portion of SERPs. If there’s one goal that should unify both teams, it’s to ensure that your PPC ads occupy the top spot, and your listing also ranks high on SERPs. Both teams should check on each other’s performance and come up with ways on how to improve.
- Use remarketing list to leverage organic traffic. Different sources of traffic also result in varying customer behavior. It doesn’t matter what your goal is for launching an SEO campaign. What’s important is that your PPC team should collaborate with the SEO company to achieve the right retargeting goals. The PPC team can retarget the traffic generated organically through SEO, but in a more specific way according to the target market’s preferred engagement. A generic approach may yield results, but it doesn’t maximize the benefits.
- Visibility on social media platforms. Social media is dominating the digital marketing sphere increasingly each year. These platforms are very effective in launching PPC campaigns because the audience is broad, yet you have the opportunity to specific a target market. As such, you get funneled PPC results which in turn helps with a more price SEO campaign.
There are many other ways PPC and SEO can be used collaboratively. For instance, both techniques may be used to combat the effects of negative PR. By being able to control what appears on SERPs, you can adjust the public’s perception of your brand. Of course, this particular purpose is only ideal when necessary. Ultimately, the main goal of using SEO and PPC collaboratively is to gain brand awareness, gain organic traffic, and increase conversions.
In conclusion, businesses should not treat PPC and SEO company services as two separate marketing entities. These two may have differences, but the end goal is the same. Even if you have two teams handling these functions independently, there’s no reason why they can’t collaborate or work together. These strategies are more effective when the efforts are combined to improve results.