Using Paid Search and SEO Together To Gain Valuable Insights

We all know about the value of paid search campaigns and how they can get you the conversions you want. And if you’ve been reading our content for some time now, you’ll know that we’re also big believers in the power of well-executed SEO.

However, have you ever wondered what happens when you start using SEO and paid search together?

The results are magic.

Paid search and SEO go together like toast and butter. How? Insights from paid search can be pivotal when you’re looking for data about what leads to conversions. From there, SEO puts your insights to use as you now have the right data to leverage.

Of course, there’s more to it than that, and we at Kreidman are here to show you the whys and hows of using paid search and SEO together.

Why Should You Use Paid Search and SEO Together?

When it comes to e-commerce, business owners are often divided between investing in SEO and paid search. While using one or the other can deliver results, there’s always room for improvement — and whatever gaps your e-commerce marketing has, you can fill them by leveraging both paid search or PPC and SEO.

Here’s why SEO and paid search are a match made in heaven when you’re trying to drive traffic and conversions.

Better Visibility

When you think about it, e-commerce business owners invest in SEO and paid search to achieve one thing — visibility.

Visibility on the SERPs (search engine results pages) is the holy grail for marketers and business owners alike. If you’re on the fence about which approach to choose, double your results by investing in both paid search and SEO.

With insights from paid search data and an organic SEO strategy, you can optimize in the right places. As a result, your online store will be more visible on search engines, whether it’s on the organic search results pages or as part of Google’s Three-Pack results.

More Targeted Keyword Choices

If you’re running your store’s SEO campaign, one of the most critical initial tasks is to target the right keywords. Depending on your niche, there may be a chance of competing for search terms, and this can result in over-optimizing for the wrong keywords. Worse yet, you’ll likely miss out on other keywords that are equally as effective but are uncharted territory for your competitors.

But when you throw in insights from your paid search campaign, you’ll have a broader range of keyword choices. Because these keywords are part of a PPC strategy, any insights you get from your paid search will lead to keyword options that can lead to conversions.

Combined Data That Helps You Understand Customers Better

Besides finding the most high-converting keywords and being able to optimize around them, using SEO and paid search together can also give you deeper insights into how your customers behave.

Paid search insights can be indicators of what gets your customers to click and make purchases. Meanwhile, SEO data can reveal which keywords are performing well and which ones aren’t.

Together, paid search and SEO give you a fuller picture of how your customers behave on your different channels.

Cost Effectiveness

Relying on paid search can get you higher conversion rates. However, be aware. Not all conversions are purchases. If customers click on your ads but don’t check anything out of your store, you’ll have wasted valuable ad spend without a sale to show for it.

On the other hand, SEO is a tried and tested strategy for getting organic traffic. With that said, overspending on it may not be lucrative without a way to drive conversions and sales.

So, can you get the best of both and reduce wasted ad spend?

You can achieve better and more cost-effective results using SEO and paid search together.

Combining the two channels can raise your conversion and traffic rates. As a bonus, you won’t be over-reliant on one channel for traffic and conversions, resulting in better results without wasted ad spending.

Maximized Conversions

Last but not least, using SEO and paid search together enables you to engage with customers at different points in their buyer’s journeys. With your SEO, you’ll be able to engage with prospects who are in the research phase while your paid search or PPC channels can target those who are ready to buy.

When you use paid search and SEO, you can maximize your conversions as you ease different users down your sales funnel.

How To Use Paid Search and SEO Together

Now that we’ve talked about why you should be using SEO and paid search together, let’s go into the best ways you can leverage both for maximum traffic and conversions.

During Keyword Research, Avoid Keyword Duplication and Overuse

When you’re performing keyword research for your paid search and SEO campaigns, be sure to avoid keyword cannibalization. Keyword cannibalization is a problem in SEO that happens when you use the same keyword for different parts of your site or channels (like your site + online store).

To prevent this from happening, you can use certain tools for cannibalization like Site Checker and Keylogs.

By avoiding keyword cannibalization, you can create a two-channel campaign where your online store and other channels work together to give you the results you want instead of competing with each other for traffic.

Use PPC Data to Guide Your SEO

Your PPC data from your paid search campaign can give you insight into the best-performing keywords for your brand. By “best-performing,” we mean “high-converting.”

When determining which keywords to use, be sure to look at both short-tail and long-tail keywords. Often, the long-tail keywords are from users who are looking up products while short-tail keywords are used by customers in various parts of the buyer’s journey.

Once you’ve acquired sufficient keyword data, you can optimize parts of your store around them. Your newly found keywords can be useful when you create site CTAs, blog content, or even product descriptions.

Keep Your Messaging Consistent

When you’re using two channels together, keep your brand tone consistent. To do this, you should ensure that the messaging on your PPC ads and your online store are similar. When you do this, you’ll create a better user experience, increase trust, and improve the chances of sales and conversions.

Retarget Past PPC Customers

Your PPC data will reveal two types of users. There will be those who made a purchase and those who clicked but didn’t buy anything. Regardless, you can retarget your past users when you use paid search and SEO together. When you do this, you’ll achieve two things:

First, you can retain more customers as your PPC and SEO campaigns give them more of what they want and need.

Most importantly, your brand will stay recognizable for your past customers and users because of your two-channel presence.

Use Paid Search and SEO Together for Twice the Results

It’s easy to go one way or the other when it comes to your e-commerce digital marketing. However, make this mistake, and you’ll risk wasting valuable ad spend.

Instead of taking an either/or approach to your marketing, use paid search and SEO together. Doing so isn’t just beneficial to your store’s traffic but can also maximize your conversions and build your brand in ways a singular approach can’t.

So, go ahead. Leverage the power of paid search and SEO and get twice the results.

And if you need a team who can help you with both, we’re here for you.

Get a free consultation today and let us at Kreidman make your paid search and organic SEO strategy work for you.