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How to integrate SEO and PPC to boost online sales

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James Cummings
February 02, 2018

James Cummings
James Cummings has written 5 articles for DomainInformer.
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The process of gathering and utilising data is crucial for all organisations, from large-scale multinationals to small businesses. Google holds the key and charges for services such as AdWords, which provides conversion data on keyword level.

SEO is more sustainable and costs less, but the challenge is keeping up with content demand, required to attract high traffic. PPC is easier and targets the ideal audience via which to gain a strong position on search engine results.

It’s important to create a strategy that successfully integrates both SEO and PPC if you want to maximise your marketing efforts and drive more sales. You’ll also cut costs from running both campaigns separately and gain increased traffic to your website. Digital marketing site, Adept, was able to increase revenue for a B2B client by 48% through a combination of shopping campaigns, paid search, SEO and remarketing.

How can you integrate PPC and SEO for digital marketing success?

Optimise organic content with PPC data

In the early stage of your PPC campaign, you’ll test different keywords to see if your ad shows up with the target keywords. When you know the search words people use to look for your services, you’ll understand what your ideal audience member wants and in turn utilise their intent to optimise your content marketing plan.

If you have an active AdWords account, take advantage by using the available data to adjust your SEO campaigns. Keyword planners used to be free for SEO marketers, but Google has limited it to users with an AdWords account. Those who can’t afford it have to find alternative keyword planners. The only problem is that these tools won’t tell you keywords that convert.

Bid for branded keywords

Naturally, you’ll rank top spot for branded keywords, but you still need to advertise and bid for related keywords to increase search engine rankings. In 2012, research by Search Engine Land found that when the ads don’t appear, 50% of an advertisers’ clicks aren’t replaced by organic search results. Bidding for branded keywords also boosts your conversion and increases AdWords quality score.

Share keyword data for increased intelligent campaigns

Keywords are essential to any PPC or SEO campaign. PPC strategists use keywords to build relationships with consumers in the early stages of the conversion funnel. For SEO, it dictates your content strategy and information structure of your site.

Share keyword data across PPC and SEO teams, because more consumers use long-tail phrases in their searches. Your brand solicits qualified conversion and stays at the forefront of consumer’s minds by offering coordinated messages.

Reduce PPC expenditures with SEO data

SEO is very useful for PPC campaigns. PPC ads (for some industries, such as health and finance) are more expensive than others. The goal is to maximise benefits from your PPC, so use data provided by your SEO team to stretch your PPC budget. The following tips should help:

Skip expensive keywords: Try to rank organically for expensive keywords, instead of paying for them with a tight budget. Your SEO and PPC teams should join together and figure out which keywords to pause. It will take longer but it’s more cost effective.

High-performing longtail keywords:Another area where SEO data helps is to boost your PPC efforts by identifying high-performance long tail keywords. They are more affordable and reduce your advertising spend.

Offer discounts to improve PPC ads: Which of your popular products do you rank well organically? Your PPC and SEO team can boost sales if they work together to offer discounts that turn up with your search listing. This will enhance your overall traffic and increase visibility in SERP.

Improve dwell time and reduce cost by preventing click fraud

Security is a major issue for most sites that facilitate payments. You can stop click fraud through a combined PPC and SEO campaign. According to Pixalate, one in five desktop clicks were fraudulent in January 2017 alone. The number was expected to rise one in three by the end of that year.

It hampers your advertising efforts, because you lose potential sales and thousands of pounds in advertising spend. The goal is to ensure most people clicking your ad are shoppers looking to make a purchase. With click fraud, you’re paying good money for clicks performed mostly by bots or sometimes, a competitor with malicious intent.

Low dwell time affects your organic ranking, because factors such as pages per session, time on site and bounce rate are known Google web ranking factors. Use ClickCease to hide your ad from detected attackers. It only shows your ads to real readers and monitors proxy servers, blacklisted IPs and bad hosts.

In addition, ensure you’re using premium web hosting service such as Umbrellar that provides maximum uptime, site monitoring, and all-around security.

Retargeting for SEO traffic

Getting to the top of organic search results is difficult - almost impossible for some. SEO teams work hard to achieve this, yet most first time visitors won’t convert. Hence, it's critical to have a remarketing strategy, as it offers your SEO team another chance to convert stubborn visitors. After SEO reels them in, PPC takes over by using a customised retargeting advert to encourage the visitor to complete the sales funnel. The ad has to be well crafted and unique, whilst gently guiding the user through the buying process.

Hack key SEO terms with Google display Ads

Mostly, your company won’t get total market share for high performing queries, because it's localised. For country-wide ranking, check for national results with display ads. The goal changes from pay-per-click advertising or organic ranking for expensive keywords, but using search, remarketing and display to integrate both channels.


PPC and SEO strategists should combine efforts as one unit to share information to convert the user. Get ahead of the competition by using a monitoring system to identify competitors in terms of SERPs, pricing and keywords. Using these tips, your integration strategy should attract relevant customers who’ll convert on your site.

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