7 Ways to Make Organic & Paid Search Work Together

Paid and organic search both rely on search engine results pages to attract clicks and traffic to our websites.

Often we target the same audiences with both channels and within them find ways to align them.

In some organizations, PPC and SEO are done by the same person or people.

In others, though, there are teams that are siloed and separate from each other.

Regardless of how our paid and organic search teams or efforts are structured, we can benefit from sharing specific data, tactics, and approaches across the channels and disciplines.

By sharing, we can save efforts, costs, and be smarter in how we optimize and manage campaigns.

Here are seven specific ways that paid and organic search and work together for mutual benefit.

1. Keyword Research

This is probably the most obvious or first way to collaborate that we would all think of.

Both paid and organic search:

• Rely on keywords.
• Need initial and ongoing research and insights to determine the keywords and topics that match up well with what our target audiences are searching to find our content.

While we may use different tools to get our keyword research data, there’s no reason to keep sets of data for SEO and PPC separate.

Multiple tools and multiple mindsets in the research process can yield the uncovering of more ideas and terms that might not be thought of or discovered by different tools.

By sharing data, and potentially going further in sharing research tasks along the way, we can share insights like:

• Long-tail terms.
• Topical groupings for terms.
• Ideas that we may not have thought about in a single channel or siloed mindset.

2. PPC Ad Copy & SEO Titles & Meta Descriptions

Paid search text ads are formatted very similarly to organic search results in SERPs.

This means that we can look at the best performing ad copy for PPC ads in terms of click-through rate and quality score and relate it to SEO titles and meta descriptions.

Read more: https://www.searchenginejournal.com/seo-ppc-help-each-other/355064/?ver=355064X2