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SEO and Paid Advertising Strategies That Drive Results

SEO and Paid Advertising Strategies That Drive Results | Proof3

Search engine optimisation (SEO) and paid advertising are some of the key pillars of any successful marketing strategy. Although many businesses focus on paid and organic search individually, when used together, they can be the key strategy that elevates your online performance.

In this article, we’ll take you through some key strategies that we use to get the most out of SEO and paid advertising. We’ll also give you some examples, backed by data, to show how we’ve integrated SEO and paid advertising to improve our clients performance.

How Can SEO and Paid Advertising Work Together?

Integrating SEO and paid advertising strategies is a no-brainer for any successful marketing strategy. At Proof3, our paid marketing and SEO teams work seamlessly to ensure that individual marketing goals align. After all, the key to any successful paid ad relies on relevant landing pages that are optimised to what users are expecting to see when they search online.

Benefits Of Integrating SEO and Paid Advertising

Although SEO focuses on appearing organically on the search engine results page (SERP), and paid advertising focuses on immediate visibility through paid channels like Meta and Google Ads, they’re extremely beneficial when used together. Here are just some of the benefits of integrating SEO and paid advertising:

  • Optimising paid landing pages ensures that content is relevant to your paid ads to maximise online visibility and traffic.
  • Provides a better understanding of keyword performance.
  • Increased brand awareness.
  • Improved search engine rankings.
  • Higher click-through rates (CTR).
  • Provides valuable insights into user behaviour and search intent.

SEO and Paid Advertising Collaboration Example

Our paid and SEO teams recently worked together to improve one of our clients landing pages. By adding a category description to their Showerwall category, paid ad copy was able to be more relevant to the landing page.

As you can see from the image below, there was a clear spike in organic impressions for the landing page since we made the changes. In fact, Google Ads impressions increased by 42% following the changes and organic impressions increased by 209%.

Organic Impressions Improvement | Proof£

SEO and Paid Advertising Integration Best Practices

There are many ways that SEO and paid teams can work together to gain results. The previous example that we showed you is just one of the many ways that our paid and SEO teams worked together to improve our clients site performance. Let’s take a look at some of the other best practices that we follow to integrate SEO and paid advertising strategies.

1. Identifying and Targeting High-Value Keywords

Our paid team has access to various keyword insights that work well for existing paid campaigns and our SEO team has access to website keyword performance from Google Search Console. By collaborating with keyword insights and other keyword research tools, we can better identify what terms work well for your audience to improve visibility in search results and drive relevant traffic to your website. This strategic approach directly impacts brand awareness, user experience, and ultimately, leads to better results.

2. Audience Targeting and Testing

Identifying and understanding who engages with your site is crucial as it allows us to cater content to meet your target audience’s needs.

Understanding who your audience is allows us to create content that matches their search intent to drive the most relevant traffic. This ensures that the chosen keywords resonate with the audience, leading to increased visibility and conversions. Leveraging competitive keywords and search trends drives strong results and maximises return on investment.

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3. Landing Page Optimisation Strategies

Now that we know who your audience is and what type of content they resonate with, we can now ensure that your content reflects this. Below we’ve added some landing page optimisation strategies that we use to integrate SEO and paid advertising strategies:

  • If the landing page is lacking in content that users want to see, ensure that you optimise your content to reflect this. An easy way to do this is by optimising category descriptions and adding relevant FAQs.
  • Optimise metadata and content with relevant keywords to improve visibility.
  • Ensure that ad copy reflects what is on the page.
  • Use structured data to increase visibility on the SERP.
  • Ensure landing pages are visually appealing, easy to navigate and mobile-friendly.
  • Use clear and compelling headlines, persuasive copy and relevant imagery to engage visitors and communicate the value of your products or services.
  • Use customer testimonials, social proof and trust indicators to build credibility and trust with your audience.

4. Data Sharing To Highlight Opportunities

Regular communication between various marketing channels allows us to ensure that our teams are aligned. As previously mentioned, data sharing provides valuable insights and helps identify opportunities and keyword gaps.

By using tools like Google Ads, SErankings and Google Search Console, our SEO and paid advertising teams can ensure they aren’t missing any valuable insights that could improve your sites marketing performance. These insights help us identify keyword gaps, keyword performance, ad copy success and user behaviour. This data-driven approach allows us to make informed decisions to continuously improve your online performance.

Measuring Success In SEO and Paid Advertising Strategies

As with everything we do at Proof3, it’s crucial to ensure that we measure the success of our marketing efforts using real data. This allows us to make data-driven improvements to continuously measure the impact of our marketing strategies.

Key metrics that we use to measure our marketing efforts include:

  • Keyword rankings.
  • Impressions.
  • Clicks.
  • CTR.
  • Conversion rates.
  • Cost per click (CPC).
  • Return on ad spend (ROAS).

Frequently Asked Questions

What Are The Most Common Challenges When Integrating SEO and Paid Advertising?

Typically, coordinating strategies and aligning goals are key challenges that marketers face when integrating SEO and paid advertising. At Proof3, we work with our clients to determine what they want their business to achieve. We will then work internally between our various marketing channels to ensure that we can achieve these goals effectively.

Can Small Businesses Benefit From Integrating SEO and Paid Advertising Strategies?

Leveraging SEO and paid advertising strategies can significantly benefit any business, providing that you have an adequate budget to get started. Working together across various marketing channels will help increase online visibility, target high-value keywords effectively and ensure landing pages are relevant.

Ready to take your marketing to the next level?

The key to any successful marketing strategy relies on strategically working with various marketing channels to outperform competitors and maintain a strong online presence. At Proof3, our team of specialists work together to help you get the most out of your online marketing. If you’re interested in embracing the power of SEO and paid advertising synergy for long-term growth and success, drop us a line.

Written by

  • Following a successful career in Data Systems and Web Management, both in the UK and Australia, Simon decided to focus his creative and analytical skills on developing successful data-driven campaigns for innovative brands and retailers. Always striving to exceed client expections, Simon uses his digital marketing knowledge and expertise to build paid strategies that maximise lead generation and drive conversions. Away from the office Simon enjoys festivals, music production and craft beers....quite often at the same time!

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