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The Power Of SEO & PPC Integration

Henry Jones
September 4, 2024

Are you leveraging the full potential of your digital marketing efforts? Integrating SEO and PPC can be the game-changer your strategy needs. Discover how our SEO and PPC teams work together to improve our clients online visibility, drive more targeted traffic and boost conversions.

What Is Search Engine Optimisation?

Search engine optimisation, more commonly known as SEO, is the process of optimising your website to gain organic visibility and traffic in the search engine results pages (SERPs). By making various technical and on-page suggestions and changes to your site, we can increase the chances of your website ranking higher in the SERP for terms that are relevant to your business and the searchers’ query.

Benefits Of SEO

If done right, using SEO on its own is extremely beneficial for improving your online presence and driving organic traffic:

Organic search results: SEO helps your website rank higher in organic search results, increasing its visibility and attracting more organic traffic.
Sustainable long-term results: Although it can take some time to see the impact of SEO, it’s extremely sustainable for your business in the long term.
Online presence: A strong SEO strategy helps establish and maintain your online presence, ensuring that your target audience can find and engage with your website.
Brand awareness: Ranking higher in search results builds brand awareness and credibility, as users perceive websites with higher rankings as more trustworthy and authoritative.

Drawbacks Of SEO

Although PPC can drive quick and effective results, it does come with its drawbacks:

Costly: Due to its competitive nature, PPC advertising can be costly.
Short-term results: PPC campaigns provide immediate results, but require ongoing investment. Once the campaign is paused or the budget is exhausted, the traffic stops.
Quality score impact: PPC platforms determine your ads cost-per-click and its placement – a low-quality score can result in higher costs and lower ad positions.
Complex strategies: Effective PPC campaigns require careful planning, keyword research, ad copy optimisation and ongoing monitoring. If you’d like help with your paid strategy and optimisation, drop us a line. Our paid specialists are on hand to help with the challenges of PPC.

Integrating SEO and PPC

When used individually, SEO and PPC are powerful marketing strategies. However, when used together, SEO and PPC can be used to significantly enhance online visibility and drive more traffic to your website.

At Proof3, our SEO and PPC teams continuously work together to make the most out of your paid and organic advertising efforts, here’s how.

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Shared Insights

Communication in any industry is key, and that doesn’t stop at digital marketing channels. At Proof3, our SEO and PPC teams work together to share insights and trends about what’s working in each respective marketing channel. This allows each team to explore new opportunities and trends that they may not have identified as an individual team. Here are some of the key insights that can help both SEO and PPC when integrated:

Keyword Research: Using organic-specific tools like Google Search Console gives you an understanding of top-performing keywords for each page on the site. PPC-specific platforms, like Google Ads, let you see which keywords are getting the highest clicks and conversions. When used together, they can be used to ensure that no top-performing keywords are missed across either channel.
Ad Performance: Similarly, ad performance insights can be used to optimise on-page elements like SEO titles, meta descriptions and even on-page copy to improve CTRs. In order to achieve a high Ad Rank it is essential that targeted keywords, ad copy, and landing page content is cohesive.

Achieving An Unified Marketing Strategy

Coordinating your messaging, branding and targeting allows SEO and PPC channels to be cohesive and consistent. This helps in brand awareness and visibility as you’re reinforcing your brands messaging across various channels.

Achieving an unminified marketing strategy also provides users with a seamless experience as they know they’re not jumping from one brand to another across the paid and organic channels, adding to the users trust in your brand.

Optimised User Experience

If you’ve got an existing landing page that you want to link your campaigns to, but it has no or very little valuable content, SEO can help. As specialists in writing valuable content for users, our SEO team can create copy for the page to help both SEO and PPC performance.

Take the example of Wood2U. Our paid team recently created a search campaign to promote one of their categories. Whilst creating ad copy, our paid team found an opportunity to improve the content on the page. By working with our SEO team, we were able to amend the copy on the page to ensure that the on-page and ad copy could be accurately reflected and relevant to each other.

By optimising your landing pages, you can help create a seamless user experience across SEO and PPC channels, ultimately increasing conversion rates and return on investment.

Measuring SEO and PPC Performance

Although we can’t directly track the impact of integrating SEO and PPC into your marketing strategies, a sudden increase in performance metrics after a recent change could indicate that the integration has worked well.

Depending on your businesses goals, key metrics that we typically track across SEO and PPC include:

For SEO: Organic traffic, bounce rate, time on site, organic conversions and keyword rankings.
For PPC: Click-through rate (CTR), conversion rate, cost per click (CPC), ad position and return on ad spend (ROAS).

Case Study: Successful SEO and PPC Integration

Peter Nyssen

Our SEO team has been optimising a number of Peter Nyssen’s key landing pages, which has significantly helped their performance organically and on Google Ads.

When looking at their YoY comparison on GA4 and GSC, their key landing pages and campaigns saw significant improvements YoY for conversions, ROAS, organic clicks and organic impressions. The table below shows the percentage improvement from the last 30 days last year vs this year.

Metric	Improvement
PPC Conversions	+128%
PPC ROAS	+540%
Organic Clicks	+32%
Organic Impressions	+279%

Can Small Businesses Benefit from Integrating SEO and PPC?

Regardless of the size of your business, aligning your SEO and PPC strategies can be significantly beneficial for any business. Whilst we always recommend that you use SEO to improve your online visibility, increase organic traffic and build brand authority long-term, PPC campaigns can provide quick results, targeted audience reach and the ability to compete with larger competitors.

Ultimately, combining SEO and PPC strategies, particularly if you are already working on both separately, are an invaluable asset to your marketing strategy and shouldn’t be overlooked.

Ready to take your eCommerce marketing to the next level?

Collaborating SEO and PPC strategies is an easy way to maximise your reach, conversions and overall success. By aligning various marketing channels, we can help you to stay ahead of the competition, perform better in the SERP and improve your overall user experience.

If you’re interested in learning more, drop us a line – our team of specialists are on hand to help you get the most out of your online marketing.

Written by

Equipped with a Journalism degree, a love for writing and some spreadsheet skills, Henry's pursuit of a career in SEO began with an internship, a global pandemic and cutting his teeth at a digital marketing agency. Previous roles in email marketing and marketing strategy give Henry a deep understanding of the whole marketing function. You'll often find Henry walking the line between content creation and data analysis looking for the perfect recipe for SEO campaign success. Outside of work, he has keen interests in cooking, gaming, rugby and Liverpool FC.