Actionable marketing techniques to get you fast results.Take me to Quick Wins
When it comes to digital marketing, pay per click (PPC) advertising and search engine optimisation (SEO) are arguably two sides of the same coin. However, all too often companies will focus on one at the expense of the other.
At ClickThrough Marketing we provide an integrated digital marketing approach. Working with large-scale e-commerce sites, we have learnt the importance of combining PPC and SEO activities to gain greater client and market insight as well as streamline our own internal activities.
Here, we look at four ways in which PPC and SEO can work together to deliver better results across the board.
There are many ways in which PPC can support SEO and digital marketers should explore ways to integrate paid search into their SEO strategy. We recommend the following:
Just as PPC data can be used to support SEO and content marketing activities for e-commerce clients, SEO data can support PPC.
Taking a holistic approach to your digital marketing efforts will reap rewards, but don’t underestimate the impact of external forces on your campaigns.
Increase your digital real estate with top three spots on paid and organic search and watch the business come in.
Perhaps one of the most important times to bring SEO and PPC together is for a site migration. Moving your website from one platform to another, or creating a totally new site, is an arduous task dreaded by many marketing managers. However, by combining PPC and SEO activities you should be able to seamlessly migrate across with few glitches. Work together to identify a quiet time to implement your migration, be sure to pause your PPC campaigns while you move across and then work together to identify key SEO considerations after the migration.
Get PPC and SEO working together and you’ll see the benefits of a collaborative approach. Using the same language, talking to the same target audience, and communicating constantly on matters such as keywords, content and even site downtime will present a stronger digital marketing proposition that attracts and converts.
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