When you want to build an online presence, you often turn to digital marketing, specifically search engine optimization and pay-per-click advertising. These are two of the most prevalent channels of growing a business online. Often, people pursue these two ways as separate, but any digital marketing agency will tell you that these can complement each other. Having an integrated SEO and PPC strategy can make your campaign better as a whole; it helps you maximize traffic and convert more users from it. Here are just some of the ways it happens.

Campaigns Can Share Data On Keywords

In both SEO and PPC, keyword research and targeting are among the first things a marketer should get right. Both of these channels rely on insights from keyword research to drive their strategies. They both need an understanding of monthly search volume, keyword trends, and phrases’ competitiveness. It benefits both units and the company’s overall branding to collate their findings and coordinate their keyword strategies.

SEOs Can Use PPCs’ Keyword Information

Don’t implement your SEO strategy without knowing which keywords are best for your business. When you link your AdWords and Analytics accounts, your SEO team can make better on-page optimization efforts. Small businesses must hone in on the exact keywords to prioritize since doing this will save them money. However, any size business will surely appreciate being more cost-effective!

Start by identifying informational or question-based keywords that stand out in a broad-match PPC campaign. The list you generate from this process should contain the keywords that perform well and have a high search volume. Enlisting the services of PPC management experts will help.

What’s more, you can get more helpful insights about your long-tail keywords by integrating your PPC and SEO campaigns. Any content ideation efforts you initiate will be data-driven, and since the search landscape favors long-tail keywords, focusing on longer phrases will help your long-term development.

Use SEO In Choosing Expensive PPC Keywords 

Although PPC campaigns boost your traffic significantly, one major disadvantage of implementing paid campaigns is that they get expensive. Sometimes, the benefits do not outweigh the costs of running a PPC campaign. An SEO team can help your PPC marketers by focusing organic efforts on the most expensive keywords. When they do this, the PPC team can spend their resources on less costly search terms.

If your business has the budget for both organic and PPC targeting campaigns, it’s even better. You can implement both and strive to reach the first page of Google’s search results by combining PPC and SEO and targeting expensive keywords through both channels.

Conclusion

Although PPC and SEO involve discrete tasks, they can combine to produce incredible results. Integrating your SEO strategy and PPC campaign will help you gain authority while increasing your reach at the same time. When you blend your efforts, it can lead to more visibility for your business, more savings, and better brand recall among customers. Talk to a digital marketing expert today and see how you can start your integrations!

Gain a broader reach when you partner with Discover My Business. We are a New York-based digital marketing agency helping companies thrive through expert PPC management, web design, marketing automation, and more. Schedule a consultation call, and let’s start growing your business today!