Balancing paid and natural search methods for optimum success


30-second abstract:

  • Regardless that it’s evident that website positioning and PPC are nice instruments, these two disciplines work in silos
  • In truth, these groups and channels principally work on their very own in silos and are sometimes dealt with individually
  • Accenture Track’s website positioning Supervisor, Michael McManus discusses how companies can mix paid and natural website positioning to operate as one value-add unit

website positioning and PPC are vital in your arsenal when planning your advertising and marketing technique. Relying on what they wish to do, most corporations have a tendency to decide on one over the opposite, in the event that they wish to enhance their rankings and get site visitors from natural search, then they’ll go along with website positioning,  whereas PPC focuses on getting immediate “paid for” site visitors from such areas as search, social, and show.

Each website positioning and PPC are nice instruments to spice up your website/model’s authority in addition to assist generate extra site visitors and gross sales for what you are promoting. However these two groups/channels are inclined to work on their very own in silos and are sometimes dealt with individually.

Now whereas each of those choices can and do work nicely on their very own, having each groups work collectively could be a highly effective technique for any enterprise. As a substitute of working aside and probably combating for finances, time, sources, and rankings. By bringing each departments collectively in order that they will collaborate and work as one, they’ll profit from totally different insights and learnings that they’d in any other case not get on their very own. These insights will permit them to provide wonderful leads to each campaigns.

These two advertising and marketing channels aren’t meant to function independently, but that’s the case nearly each single time. However as a substitute of each channels as separate entities and also you convey them collectively, you’ll see that they will help you obtain higher outcomes throughout the board than having them work on their very own.

The information and insights you can get from PPC campaigns are extraordinarily insightful and highly effective. Whenever you take that knowledge and mix it together with your website positioning methods, it provides you with the insights that you should utilize to create content material that can make an enormous distinction to your natural search site visitors.

Balancing natural and paid search methods for optimum success is a key problem and many companies have to catch up as they’re usually solely utilizing considered one of these methods.

How website positioning and PPC can work collectively to spice up what you are promoting

Together with massive quantities of key phrase and conversion insights that website positioning can use by working with PPC, one other big profit that corporations can obtain after they convey each website positioning and PPC collectively is the potential to devour a big portion of the SERPs, the place they will showcase advertisements on the high of the web page whereas proudly owning the natural listings under.

That is one thing that shouldn’t be ignored because it provides you extra probabilities to seize the consumer, who is likely to be in search of your model or one thing that your model has to supply. For instance, let’s say you’re working PPC and website positioning campaigns individually and a consumer does a search and your advert seems, however they skip over it and go proper to the natural listings however you aren’t displaying up for that exact search, you’re probably lacking out on capturing that consumer.

So now if you’re utilizing each PPC and website positioning collectively and you utilize your PPC knowledge to collect insights as to what the customers have been and are trying to find, the place your advertisements are displaying, however not your natural listings. You’ll be able to then take that knowledge and begin to create nice content material for these phrases and optimize your website for that part of the consumer’s journey. Now you possibly can probably have your website’s PPC advertisements displaying on the high of the web page in addition to your website displaying up under these advertisements within the natural outcomes. Which means that if a searcher have been to skip over your advert and go on to the natural outcomes, your website can even be listed there profitable you larger model discovery.

Bringing each PPC and website positioning collectively and dealing facet by facet, and taking up the SERPs for a given key phrase is not going to solely permit you with getting extra publicity than what you’d get in the event you solely used website positioning or PPC, however you now additionally enhance the visibility of your website and the probabilities {that a} consumer will click on over to your website.

One other additional advantage from combining each website positioning and PPC and taking up the SERPS is that customers, searchers, and potential clients usually tend to see worth and belief in a model that’s nicely represented throughout the SERPs.

Should you have been capable of assist information and encourage customers to click on by way of to your website, wouldn’t that be an effort definitely worth the implementation?

Getting website positioning and PPC to give you the results you want

Effectively, you is likely to be asking your self “okay nice now I do know that I have to have each website positioning and PPC work as one, how do I am going about this?”

Listed here are some sensible tricks to have each website positioning and PPC work collectively.

Key phrases

Key phrases are necessary to each website positioning and PPC as each is reliant on them to assist with creating the correct content material for every technique. They’re each going to wish to goal the correct and related key phrases with a purpose to present up within the SERPs when a consumer is trying to find data, buying, in search of a model, and so forth.

Utilizing the key phrase knowledge and insights out of your PPC campaigns and offering that data to your website positioning group, will permit them to then create content material {that a} consumer is trying to find and thus have the ability to be in entrance of the client all through their journey.

Creating advertisements

Paid social media advertisements in addition to retargeting advertisements are an effective way so that you can get your content material shared throughout totally different platforms that can assist with getting backlinks that can assist your website’s content material rank organically. Whereas that is taking place, you possibly can create retargeting advertisements that can assist to seize customers’ consideration as soon as they’ve left your website.

PPC knowledge

As we talked about earlier, PPC marketing campaign knowledge has a plethora of knowledge that you should utilize to assist create extremely focused content material to assist get your website’s pages to rank organically. Out of your PPC campaigns, you’ll have the ability to see issues like key phrase search knowledge, impressions, CTR, and a lot extra.

This may let you higher optimize your website’s content material and create content material that is likely to be lacking, in addition to assist with creating extremely focused and optimized web page titles and descriptions.


It’s not about website positioning vs PPC anymore, or a minimum of it shouldn’t be after studying this text. Now that you’re conscious of the potential advantages of combing each your PPC and website positioning efforts, it’s time to exit and implement this new technique.

Armed with all the info that you’ve got at your fingertips out of your PPC campaigns, use this new knowledge and insights to assist with creating higher website positioning methods, that provides you with a aggressive benefit and enable you to with reaching your clients at each step of their journey.

It’s time to cease treating website positioning and PPC as silos and time to convey them collectively in order that your website can profit from the added knowledge and insights in order that your website can dominate the SERPs.

Keep in mind website positioning and PPC are one another’s strongest instruments.

Michael McManus is website positioning Supervisor at Accenture Track. Michael has hands-on experience in branding methods, web site construction/structure and growth, website positioning methods, and on-line advertising and marketing campaigns. 

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