Look out, the web is getting increasingly…webbier? What I mean is, no single marketing channel exists in a vacuum. Increasingly, different channels are relying on each other to further help push their own efforts. Truth is, that’s exactly how Google, Bing, Facebook, Twitter and the other big players in search and social like it. The more signals they can get for your content, the better they are able to rank it, promote it, share it or even trash it.
In the early (good ole’) days of Google, links drove the majority of the relevance for a single piece of content in organic search results. Someone links to your page with the anchor text “discount shoes,” and Google counts that as one vote that your page should rank for a search for discount shoes. Simple, right? Now, a couple hundred factors influence where your page ranks in search results, including social signals—but we’ll more into that in a moment.
On the social front, Facebook and Twitter didn’t have much reach beyond their own domains. Then, the social graph was introduced, mapping out millions of pages and relationships on the web.
Today, SEO, PPC and social media are intertwined, and success in one channel can easily translate into success on another. In other words, without a comprehensive digital marketing strategy, you’re probably missing out.
How SEO Influences PPC
Someone asked me this question recently, which actually inspired this post. First, improving PPC performance can mean a number of things. Improved conversions, clicks, impressions, quality scores and lower CPCs can all be considered “wins” depending on your strategy and goals.
The first component is how SEO can improve your quality scores, which in turn leads to lower CPCs and higher average positions. Part of good SEO includes optimizing your entire website for a list of well-researched keywords and integrating primary pages well into the site. By choosing these well-optimized pages as landing pages for relevant keywords in your PPC ad groups, you can boost quality scores and positions while lowering your costs.
Also a key component of good SEO is eye-catching calls to action and easy site structure. These components can lower bounce rates and increase conversions, which are successes that translate into both SEO and PPC.
Lastly, it is important to keep in mind that SEO is the long term strategy and takes significant time and effort to build an effective presence in SERPs. When you’re still working your way up the organic rankings, PPC serves as the perfect short-term strategy for maintaining a presence on page 1 until your SEO efforts take over. Continue reading