Throughout my career, I’ve noticed SEO and PPC teams rarely sync and share data and strategies to support each other. This is a major missed opportunity that limits each channel’s full potential.
This article highlights seven practical synergies both your PPC and SEO teams can implement to drive even more revenue for your business.
Ultimately, both are focused on increasing conversions from Google and other search engines, so it makes sense to bring these teams together for greater success.
1. Keyword research
SEO requires significant resources to produce valuable content that ranks well. Instead of just driving clicks, SEO teams should prioritize creating content that converts customers.
While clicks are often a key performance indicator (KPI), they hold little value if they don’t lead to conversions. SEO efforts should target keywords that drive conversions, not just traffic.
Thanks to PPC, we have conversion rates by keyword and search term. Since Google doesn’t share this data from organic search, let’s pull PPC data to understand which keywords to enhance our SEO efforts.
Share PPC search keyword data with your SEO team
Pull 12 months of search term PPC data.
It’s important that you pull search term data and not keyword data. Keyword data isn’t necessarily the search terms users typed in that drive the click.
Pull non-branded data, as you are generally in the top spot for organic.
Filter based on the top search terms by conversions
Share the top search terms by conversions with your SEO team so they’re focused on high-converting keywords.
These are the money keywords for which the SEO team should start creating content to rank. If they’re working well for PPC, they will also work well for SEO.
Dig deeper: 6 vital lenses for effective keyword research
Some SEOs tend to emphasize meta descriptions and meta titles less, even though these elements serve as the “ad copy” for organic search results. This lack of focus can be a missed opportunity.
At our agency, we often find pages missing meta descriptions or using titles and descriptions that haven’t been well thought out or tested.
To put it another way, would a PPC marketer just create one set of ad copy and let it be for years? Unfortunately, that’s what we see in SEO.
We can use PPC to make sure you have the best meta description and title to earn that organic click. Having a higher CTR will get you more organic traffic and influence ranking.
How to optimize SEO metadata through PPC
Identify the top three pages of organic traffic (or organic revenue).
Create a PPC campaign. Each ad group will have exact match keywords, targeting the queries tied to each respective page.
Within the ads, test two copies:
One variation that closely resembles the existing metadata.
One variation that tests a new meta title and description.
Remember to pin headlines and descriptions in the order you want them to appear.
Whatever has the highest CTR should be the meta title or description you should use for that page.
By doing so, you should experience an uptick in CTR and if you do this for your top pages, this could have a meaningful business impact.
3. Landing page UX
Landing page user experience is crucial for driving conversions.
PPC teams typically focus more on this because they pay for traffic and aim to direct visitors to pages with the highest conversion rates.
On the other hand, many SEO practitioners prioritize traffic over conversions.
By collaborating, PPC teams can share valuable insights on the best-performing landing pages to improve SEO strategies.