How to Improve SEO and PPC Teamwork

If you are running SEO and PPC campaigns, then you may have noticed that the tactics and techniques you learn from one, you can apply to the other efficiently. However, if you are running these campaigns in isolation, you are missing out on evolving both campaigns by learning from any mistakes and achievements. Here are some ways you can inform each campaign from the other, if you are unfortunately the latter.

Keyword Research

Executing an AdWords report can provide you with the best keywords with the highest PPC clicks. You can highlight the keywords with high volume and conversions that are not part of your natural search. Then you can use any analytical software to find your natural keywords clicks and compare it to your PPC list. This comparison will not only fill any gaps you may have in either campaign, but also yield a surprising amount of excellent long-tailed options.

Content Message

Which PPC ad copy has created the most clicks? Use the best performing PPC message in your web page's title and meta description and they will help natural click through rates as well.

Attracting Attention

Most progressive SEO campaigns will involve a viral or link-bait project or ten. Use a short term PPC campaign to attract the attention of potential customers. If the bread crumbs are laid out and the candy is sweet, you will build a nice repertoire of links and clients from the widespread viral initiative.

Picking Up the Pieces

If your site is being re-structured or moved to a new domain, there is a decent chance that everything is not going to go as planned. Your organic rankings could take a significant hit until all the kinks have been worked out and the search engines are once again appeased. You can run a PPC campaign effectively to help pick up the pieces and retain traffic and business while you recover from the move.

Landing Page Quality

A highly optimized landing page is Google's best friend. You should ensure that your landing page is unique and relevant, without excessive flash and images, and rich with keywords throughout the titles header tags, and body copy. If you are consistent with your keyword density with your PPC campaign that leads back to the home page, you can generate more traffic with less headaches.
The more you improve the teamwork between your PPC and SEO campaigns, the more your online presence is going to run like a well-oiled machine. A great team will always trump individual performance any day.

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About the Author:Ethan Luke. Drupal SEO - Volacci is a Drupal SEO company providing marketing services to your Drupal website ranging from Search Engine Optimization, PPC Management, and SEM consultation.
Author: Jeb Walker