It’s easy to presume that PPC and SEO are two entirely separate things, given that your SEO ranking doesn’t directly affect the performance of an ad, and vice versa. However, this doesn’t mean that you should immediately distance your SEO efforts from your ads strategy, as there are multiple ways how one can inform the other. Leveraging the data and activity received by both of them will help ensure long-term success in both.
Setting Up for Success
It’s important, firstly, to set a proper balance between your SEO and your Adwords efforts. On one hand, you want to pull as much relevant traffic to your site as possible through platforms like Bing Ads and Google Ads, but at the same time you don’t want to waste your money when you don’t have to, ensuring that your SEO strategy is doing its job, and ranking high enough to get people’s attention.
Another thing you want to establish is that your SEO & PPC teams are set up next to each other. You want to make sure that your two efforts can coordinate together, and proper alignment is crucial for implementing an appropriate strategy.
Understanding the Problem
Using a joint strategy allows you to more effectively tackle particular problems a business is trying to solve. For example, you can run a pretty effective ad campaign while having a sub-par website, but that ultimately won’t matter if your website drives away these leads through slow load times, irrelevant content, and a dated appearance. Aligning your ad strategy to their SEO efforts helps ensure that you create an effective funnel that works from start to finish.
Another example would be a campaign that performs ok, but would otherwise do better with the help of better keywords. This is usually pretty common in niche areas and industries, where those that run the ad department likely know little more than some basic generic keywords. Coordinating with the SEO department, who runs the site and its content, would likely help to remedy this situation, as they would have an innate knowledge of the subject, as well as a list of proven keywords that you can use.
Either way, it helps a lot to have a campaign that works from start to finish, as it can lead to a more collaborative effort where everyone shares their results and observations with each other, strengthening the effectiveness of their campaign.
Taking a Long Term View
Ultimately, it takes a certain amount of foresight to run these side by side, as they are a coordinated effort that will only happen purposefully. It is important to have two teams that are both knowledgeable in their respective fields, yet are still able to work together and collaborate to create a certain need. This is why Boston Web Marketing offers both SEO and PPC services, employing specialists that are the best of both, and enabling them to collaborate and work together to be the best they can be. If you feel like you could benefit from their expertise, contact us at 857-526-0096, or submit an online contact form. We’d love to work with you!