The pay per click advertising campaigns are important in attracting more traffic to your website. The next step that is very important is to have this traffic converted on a desired action. It may be sales, filling up of a lead form, information about the customer etc. Search engine optimization is aimed at getting more traffic, so why would pay per click advertising be required then. It is because it is necessary that the efforts taken by the advertiser be rewarded with a conversion. Basically the PPC campaign and SEO efforts combine do the same job of driving more traffic to the website for conversion. It is very important that your website has be developed and has the right conversion option or your efforts would be wasted.
Search engines are always in an effort to deliver more and more relevant traffic to you website to give the customer the right result. This is also very important from your point of view also. It is important that the advertisers also have the most relevant text and landing pages for the keywords normally searched. The Quality Score concept of Google and Quality Index of Yahoo are for the same purpose and can help in your planning for coordinating PPC advertising and SEO. When building websites it should be kept in mind that the landing pages should also be optimized as should be the entire website. Easy navigation and a clear call to action can help drive users to your website.
Another important thing to do is to identify terms that the prospects are searching for. There are various analytics tools to find out what terms people are searching for, organically as well from the paid search items. It can help enhance SEO as well as PPC efforts that would bring in better results. Sometimes even the long tail keywords and even the misspellings of the key terms may be attracting more activity. Find out the responses even for these and then create you new content page. Depending upon the information as to what the customer are typically using to reach to your website add content that would give the user a good experience. It also helps increase conversions.
The coordination or integration proves useful as the results of the PPC campaign are mostly achieved faster than the SEO results. You can easily determine which keywords are driving qualified visitors to your website and use such keywords in your website. This optimization leads to higher probability of conversions. You can also go through the log files to analyze keywords that are driving visitors to your website but have not been targeted by you till now. You can add these keywords to you PPC campaign right away without losing any time.
Landing pages have also got to be optimized. You should make use of the data from the PPC campaign to improve the landing pages to optimize them too. These changes can have a major impact in getting the page and the website optimized for SEO, PI and feed management. At the same time the data can be useful to you in finding and eliminating those PPC ads that have lower bids and are showing lesser rate of conversion.
PPC traffic can improve substantially though SEO may take some time to have any impact. The integration of the SEO and PPC efforts helps you to get more relevant traffic and impact conversions positively.
Peter Brittain
Search Engine Optimisation Company
Tags: Pay Per Click, ppc, SEO
Where did you get your blog layout from? I’d like to get one like it for my blog.
Good thoughts – they are often dealt with completely separately