How to use PPC with SEO to Optimize Your Search Engine Marketing Strategies

In the world of digital marketing, there are many strategies one can do to increase the traffic and conversion rates on their website. Two such strategies that are popular are search engine optimization (SEO) and pay per click advertising (PPC).

Many companies have this notion that choosing between the two strategies is an either/or type of situation and it’s not surprising why they may think that way.

On one hand, you have a more organic, structured and content-driven approach in the form of SEO, while on the other you have a more resource-intensive and direct approach with PPC. There is an apparent clash of ethos, and that can make someone favor one method over the other as if they were choosing a side.

The important thing people have to know regarding PPC and SEO is that they can be used together, whether independently or synergistically, to make your online marketing efforts more successful. Let us see how you can use both methods to optimize your search engine marketing strategies.


Be open-minded when it comes to your strategies

As suggested above, it may seem that SEO and PPC campaigns can work against each other to divide the number of visitors that your site can get, but that is simply not the case.

Whether you’re limited by resources (money, labor) or your organization’s philosophy regarding your marketing efforts (favoring one over the other), it pays to keep an open mind when it comes to your strategy. Whichever the case may be, using both SEO and PPC must start with a conscious decision.

Consider the two methods as two separate roads that lead to the same location — your website! Being open-minded about your strategies means adopting both SEO and PPC when possible.For example, let’s say that your SEO efforts are paying off and your website is attracting a reasonable number of visitors. That does not necessarily mean that you are already converting these visits into actual sales. Sometimes, your online leads take a while to make up their minds and leave your site before making a purchase or availing a service.

This is where PPC can benefit you. By using an approach called remarketing, you can usher those previous leads back to your website at a later time when they finally make up their minds.

Sometimes, it can be the other way around, with SEO bringing them back to your website that they previously encountered through an ad. Either way, you are benefiting from using both strategies. With a bit of patience, using both can pay off in the long run because eventually, they will work together to build your brand and online presence.


Make use of the data you can get from PPC and SEO

Pay-per-click advertising is a great search engine marketing option for those who like looking at analytics and data. This is not to say that there are no analytical metrics that can measure the efficacy of SEO, but with PPC it is faster and more direct.

Keywords are the foundation of any search engine marketing strategy. PPC allows you to observe how well a keyword is doing in relation to your website. You can keep track of how many clicks, visits, and conversions your PPC strategy is generating and identify the keywords that are performing well and the ones that are not. You can then focus your SEO efforts on those specific keywords and help build more traffic.

Again, this can also work the other way around. With enough time, your SEO results can also yield valuable data that can benefit PPC. Look at the clickthrough, conversion, bounce, and exit rates of both strategies and use them to and make your overall approach more effective.


Consider where your company is in terms of development

If you have a startup business and you want to use search engine marketing to target local markets, pay-per-click advertising can be the most cost-effective way of going about it.

However, once your company starts growing and you want to tap into bigger markets, the costs of PPC will also rise. You might be inclined to think that bearing the increased costs is fine, but that isn’t the case. Sticking to one kind of online marketing strategy can end up costing you more and more money while generating marginal returns.

Once your company becomes bigger, try scaling down the PPC and putting more effort into SEO. Generating organic traffic helps you transition into bigger online markets without costing you a fortune. Don’t forget that once you stop paying for advertising, your search engine visibility can also drop. Consider making small-scale SEO efforts while making PPC your main strategy when you are still starting out.

One of the best things about using both SEO and PPC to generate your online presence and conversions is that it can support your company’s development at any stage.


Key Takeaway

Now that you know how to optimize your search engine marketing strategy, it’s time to put this into action.

Always remember that SEO and PPC are tactics that work better together, not separately. Keep an open mind, use valuable data meaningfully, and analyze where your company is in its life cycle. Aside from that, never stop researching new ways to make current strategies better. Only then can you give your company’s website the best chance of being successful.

How to Perform Keyword Research Using Google Trends

Keyword research is a fundamental SEO strategy that allows you to find the best ways to search your website and craft pages for your content marketing. The challenge is finding the ideal keywords that not only fit your niche but also have a sizeable volume that makes it searchable on Google.

This can be accomplished by using various keyword research tools that will help you identify highly searchable and competitive keywords. While these tools are effective, they can be costly, especially when you are looking to use premium features. Thankfully, Google offers a free tool that can help you with keyword research — Google Trends.


How to do keyword research using Google Trends

Google Trends is a tool that keeps track of the most popular trends, terms, events, and personalities that are being searched on Google. The ability to monitor these popular trends makes it a great place to find the right keywords that will help you in your content marketing. Here is how you can do keyword research using Google Trends to help you create high traffic content.


Find upward and downward trends

One of the best ways to get started with keyword research using Google Trends is to enter a keyword of your choice and take a look at its popularity and significance over a certain time period. For this example, I’ll be taking a look at the keyword “Halloween” and see how it has fared over the last five years.

Halloween Google Trends

Since this is a seasonal keyword, Halloween consistently gets a rising amount of traffic during October of every year. This is a great example of how interest fluctuates over time, allowing you to see which keywords would provide you with better results.

Along with upward trends, you can also use Google Trends to check if a topic has seen a decline in interest as well. This downward trend is common for a variety of fads and trends that have emerged over the years. Take a look at Planking, for instance, which peaked in popularity around 2011 and has been in decline ever since.

Planking Google Trends

While Google Trends does not show you metrics such as search volume, search interest is still a great indicator of how popular and searchable a keyword is, allowing you to find ones that you can create content for.


Focus on consistently popular keywords and terms

When it comes to finding the best keywords, it is best to look for one that has been consistently searchable and popular for a long time. This will help you create content that would be able to generate a high amount of traffic. Depending on your area of specialization, it is best to find related terms and topics under the same niche to allow you to create a wide variety of content.

Digital Marketing Google Trends

For this example, we want to create content about digital marketing — a topic that not only has consistent interest and traffic but is also one that has become increasingly popular as well.

If you want an effective way to rank up using your content, focus on well-known keywords and create helpful and useful evergreen blog posts as they have the best potential to provide a very steady amount of traffic.


Compare keywords and trends with each other

One of the best features of Google Trends is the ability to compare keywords and trends with each other to see how their interest and searchability has fared over a number of months and years. In this example, we pit two very popular brands, Coca Cola and Pepsi, against each other.

Coca Cola and Pepsi

As you can see, comparing two keywords or terms together helps you see the ups and downs of its search popularity. You can use this information to further narrow down your keyword choices and find ones that would perform better for your niche. This is also a great competitor analysis tool, as you can track competitor keyword performance, and compare it with your own set of keywords to see if your strategies and campaigns are successful.


Look at related topics and queries

Aside from the upward and downward trends of keywords and terms, you can also use Google Trends to look at related topics and queries. This will help you explore more topics related to your niche and craft an even wider array of content.

Let’s try finding keyword variations and related terms by searching for the term “Digital Marketing” and select worldwide results for a more comprehensive view.

Related Topics and Related Queries

As you can see, related topics and queries can help you find new topics to explore. In this case, you can create content focused on digital marketing trends, digital marketing media, or even the fundamentals of digital marketing.

Related Queries Google Trends

You can also delve deeper into topics and queries that you might be able to write about or use as a keyword for your website. The amount of data that Google Trends provides allows you to create a comprehensive list of topics and keywords that you can center your SEO and content marketing campaign around.


Key Takeaway

Google Trends is a versatile tool that can be utilized for content marketing and keyword research. By following these steps, finding ideal keywords and crafting high-traffic content is now much easier.

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