PPC and SEO are essentials for your marketing strategy. Companies have different demands and expectations from their marketing strategy, and so, most often they tend to lean towards one of these two tactics. For example, if they are looking to increase their rankings and want more traffic to their website, they go for organic search tactics. On the other hand, if they want instant paid traffic, they choose paid search tactics.

Given that, both SEO and PPC are effective tools to build authority for your website. Together, they generate more traffic and sales for your business. Nevertheless, these two tactics often work separately in their silos rather than hand-in-hand.

While both of these options can work well individually, imagine the results and benefits they would bring to the table when combined together. The key is to create harmony between organic and paid search tactics. It is time to bring both departments together to collaborate and work as one. Let us examine how to do it in your organization.

How do you combine the SEO and PPC efforts to foster business growth?

Ideally, both channels and streams aren’t meant to work independently. We should stop looking at them as separate identities and bring them together. Once we do it, we achieve better results across the board.

PPC campaigns provide powerful and insightful data and insights. When you take that data and combine it with your SEO strategies, it will give you insights that you can use to create content. This will help your organic search traffic.

Balancing organic and paid search tactics is a challenge and we are here to help navigate through the rough spots. Here are some strategies to create synergy between paid and organic search tactics.

1. Restructuring Paid Organic Searches

Start by re-checking your paid search campaigns and seeing whether they are updated with keywords list. Moreover, you must restructure your efforts to leverage broad matches by paying close attention to negative keywords.

Ensure your paid search campaigns follow the latest keyword best practices.

Restructure your efforts to leverage broad matches, paying close attention to negative keywords.

In one sense, your campaign will likely have fewer groups and positive keywords. The number of negatives should also increase. In order to prevent budget drain and ensure paid search ads show only in desired situations, negative keywords are more crucial than ever.

Marketing Technology News: MarTech Interview with Heidi Andersen, CMO and CRO at Nextdoor

2. Establishing Performance Baselines

Before you craft strategies for natural and organic search synergies, you must establish benchmark performance baselines across organic and paid searches. Some points to remember are:

• Extract significant data
• Adjustments with paid search negatives
• Monitor change vs. prior baselines

3. Pooling in Multiple Success Metrics

As you strike a balance between paid and organic search tactics, consider the metrics important to monitor and create harmony between the two. If a KPI cannot influence your team, you should consider it secondary.

Rather than pinning your analysis on single success criteria, you should use a weighted, multiple-metrics approach.

• Conversion rate
• Clicks or visits
• Bounce rates
• Time on site, pages visits or views
• Click Through Rates
• Rank Position

4. Analyze Organic and Paid Search Contributions to Drive Site Engagement

After some effort, natural and paid search trends stabilize. It is now time to analyze how users interact with various portions of your site and to what extent organic and paid search activities are driving this interaction.

5. Understanding the SERP Landscape

Let us face the fact that we work in a highly competitive landscape. In order to create a holistic search strategy, you must compare your natural and paid search performance. To do this, incorporate competitive and universal search insights for a thorough organic vs search analysis. Some examples to note are:

• When your ranking gets tricky
• The messages in ads and organic description
• Alignments of landing pages across all devices

Marketing Technology News: Conversational AI: The 8 Key Elements That Will Elevate Your Customer Experience

Conclusion

Striking a balance and harmony between paid and organic search tactics is a crucial step in digital marketing success. However, the above-mentioned strategies will only be effective if you make changes from the foundational level and analyze how your site analytics work.

When your paid search tactics are updated for a complementary approach to natural and paid search, you can harness natural and paid search synergistically. Setup a scalable joint reporting and singular ownership for natural and paid search success, it will ensure your organization has an appropriate process, tools, and people to strike a harmony between paid and organic search efforts.