How a PPC Advertising campaign can leverage your SEO Strategies.

Many business experts have been saying for a while now that for best visibility/growth etc you need to diversify your online advertising strategies. Sure, putting all your proverbial eggs into one basket does mean you will be able to commit more of your time to getting results but it also means you’re going to be missing out entirely on traffic and potential clients from other sources.

But with so many options now like Google AdWords (PPC Advertising), Search Engine Optimisation (SEO), Facebook, Twitter and so many more, who’s to say which option is the best option? And if there is no one best way, how can you get your strategies working together? What you want to do is use more than one strategy; each assisting the other.

Most people these days are focusing on fuelling their PPC Advertising (through Google AdWords mostly, but now also through Facebook) and their SEO strategies. This is fair enough as these two services have been proven to be successful. But as with anything, there are still kinks to work out. For instance, how do you know if the keywords you’re targeting for your SEO campaign are actually attracting traffic that’s going to convert? Have you got your sites’ meta descriptions working so that not only are you ranking highly on the organic search results, but you’re also converting that extra traffic? Your PPC Advertising, if used strategically, will help you achieve these common goals.

PPC Advertising can be invaluable for new or existing SEO campaigns. This is due to the enormous insight into keywords vs conversion rates that it can give. Capitalizing on these insights is the way to go to get the most from your SEO.

One of the main issues people have when using SEO, is trying to determine which keywords to target. Of course you wouldn’t want to target keywords that aren’t going to convert, but how can you tell? Sure, the Google Keyword Tool can give you an idea as to the volume of traffic a keyword can bring, but not the conversion potential.

The results you get during a PPC Advertising campaign can be used directly in your SEO strategies. Keywords in a PPC Campaign that have had a good volume of traffic, a high click through rate and a good conversion rate are probably going to have similarly successful results in the organic search results. So it would be smart to target some, or all, of these keywords in your SEO, subsequently eliminating any need for guess work.

As simple as this technique sounds, there are still ways that it can go wrong. For example, if your PPC Campaign is being looked after in-house and your SEO has been outsourced, there may not be enough communication between companies to leverage your PPC Campaign to get better SEO results, or they may simply not be aware of the technique. If you are in this situation, either start your SEO in-house or outsource your PPC account as well.

The biggest challenge to using paid search data effectively for SEO may be uncovering that data in the first place, so don’t be shy in approaching your in-house or external provider of PPC services for the information that can be used to improve the performance of your optimization efforts.

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