When it comes to integrating Paid Search and SEO, 1+1=3. The combination of both channels is stronger together, rather than they are on their own. This correlation was compounded when Google dropped their right rail ads from the SERP (search engine results page). Since then, top-of-the-page ad real estate increased from 3 to 4 placements. The increase of ad realestate decreases Organic listings from being seen above-the-fold and can require participation in Paid Search.
It’s imperative digital advertisers understand how Paid Search and Organic can work together. Paid Search and Organic performance insight should be leveraged through integrated optimization tactics.
Increase Your Ownership of the SERP (Search Engine Results Page)
When Paid Search and Organic both appear in the SERP results, particularly above-the-fold, the more page space you occupy, the less there is for your competition. Achieving this scenario exponentially increases your chance of being clicked and winning conversions.
So, what steps should you take? Try augmenting high ranking keywords with Paid Search. Test for a statistically significant amount of time to see if your increased takeover of SERP real estate subsequently drives more traffic, engagement or conversions.
Using Paid Search Data to Optimize Organic
Often, Paid Search is referred to as a sprint and SEO as a marathon. This is because Paid Search achieves first page results immediately, whereas, Organic rankings grow over time. Websites may launch with Organic rankings from page 2 and beyond. However, Paid Search can appear in position 1 on day one of their launch. For that reason, Paid Search can provide preliminary insight that can be applied to SEO’s strategy. By testing keywords in Paid Search, you can discover whether or not they’ll be good conversion drivers. These types of findings can help you identify keywords that are crucial to your SEO strategy.
Also, analyze top performing Paid Search ad copy to determine what CTA’s work best and utilize them when crafting or refining meta descriptions. Paid Search best-practices rotate 3-4 ads per ad group, which means you’ll be able to identify phrases that work well for particular keyword themes as well.
Using Organic to Optimize Paid Search
On the flip side, SEO insights can be optimized to improve Paid Search performance. Identify Paid Search keywords with low Quality Score and work to improve them with on-site SEO tactics such as better on-page keyword optimization or creating keyword-targeted subpages. Optimizations such as these signal higher keyword/content relevancy ratios to search engines.
Additionally, Paid Search terms that are expensive, but essential, can be made SEO priorities. Gaining traffic from these types of keywords will take time and effort. But, if you put a strategic roadmap in place and optimize accordingly, you’ll eventually reap the benefit of free, Organic traffic.
Taking a Holistic Approach to Paid & Organic Search
Managing Paid Search and SEO in individual silos is detrimental to performance. By making them work together, you’ll be able to leverage their learnings and achieve optimal performance.
