Tips to Use SEO & PPC Together for Your Local Business

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As the market becomes more competitive, businesses are looking at ways they beat their competition. SEO and PPC have long been used to improve a brand's chances of survival. But today, each of them alone is not good enough.

The solution - use them together by combining their strengths and eliminating weaknesses. 

If you're trying to rank well for local businesses, there are many ways you can use SEO and PPC together. The key is to find what works and what doesn't for your brand. 

We've compiled a list of ways you can combine the power of PPC and the effectiveness of SEO for your business. 

7 Tips to Use SEO & PPC Together for Your Local Business

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1. Improving Keyword Optimization

Keyword optimization is the basis of every digital marketing campaign for businesses. SEO and PPC approach keyword discovery very differently. What works for one genre might not work for the other. The key is to have the right mix of both principles to get the best results. 

Strategies To Improve Keywords

Optimizing your business keywords is often the most difficult part of the process. And today, it is even more critical because of the competition in the market. This has prompted businesses to take a different approach. 

Since you can mesh SEO and PPC together, how you target keywords completely changes. This means your keywords will have the right balance between speed and visibility. It can deliver much quicker results that are still based on organic methods.

• Google Keyword Planner is perhaps the most used keyword analysis tool globally. It gives free access to SEOs to find the trending keywords. 

• A great tool that can help outline keywords is KWFinder, which is detailed and simple.
• Answer The Public is a free keyword research tool that uses crowd-sourced data.

2. Sharing Key Business Insights

While SEO and PPC are different techniques, they do share many similarities. Google's algorithm updates keep changing how the search giant evaluates its rankings periodically. 

PPC and SEO are closely related, and Google's ranking changes are unpredictable. This makes it important to utilize both techniques and monitor them together.

Tips To Leverage Insights

For any business to succeed, the key is to focus on common metrics and insights. Both PPC and SEO vary in their approach to metrics. One focuses on getting you a few quick results, while the other focuses on longevity. 

While PPC can work with short-term goals, SEO can elevate long-term results. It scales well with companies at all levels and improves business throughput. By focusing on their strengths, you can eliminate flat spots in your marketing pipeline. 

• Get the best business insights for free with Google Analytics. It gives in-depth performance details of SEO and PPC. 

• SEMrush is perhaps one of the most all-inclusive platforms for insights. 
• It is powerful and intuitive to use. Gather competitor intelligence with SpyFu and gain the upper hand against your rivals. 

3. Optimizing Landing Pages

As a business, landing pages are something that you should research in detail. It can be the difference between getting a customer interested and missing them. 

You can combine SEO with PPC to create landing pages that perform well in search and drive people to your website. It should have information, easy navigation, and a CTA, as in the below-shown screenshot example. 

Read: Ensuring High Conversion Landing Pages

Landing pages are an important mechanic to draw relevant traffic for your business. But you need to understand how to do it when working with SEO and PPC effectively. Each has its strengths, and you should leverage this on your landing pages. 

PPC focuses on form completion, service inquiries, and live chat. The SEO part works with creating content that is actionable and informative. 

• Unbounce improves bounce rates across your website. It can help increase conversions. 
• Hotjar focuses on giving you insights about user interactions with your website. 
• CrazyEgg is one of the most widely used landing page optimization tools today. 

4. Getting Better Brand Awareness

Every business wants to grow over time. But with the competition in the market today, it can become quite difficult to accomplish that. The key is to involve both PPC and SEO in your marketing pipeline. These can improve brand awareness and improve market share. 

Take a look at the below screenshot; with the power of SEO and PPC, Grammarly could rank on top for both ads and organic positions. 

Tips To Improve Brand Awareness

SEO and PPC can work together to increase brand awareness. It's not just about getting higher rankings on Google. It's also about using your PPC budget to create content that you can share on social media and other channels. 

While it's true that SEO and PPC can elevate the business, they need to be aligned. What this means is that you'll have to understand each channel separately.

• It is critical to have a brand voice and personality when you're trying to reach more people. 
• Opt for influencer marketing through tools like Upfluence and Post For Rent.
• Video content marketing can drastically improve brand image and awareness. 

5. Elevating General Website Performance

SEO and PPC are complementary strategies that can work well together in building traffic and conversions. Some SEOs have reported success using PPC to drive traffic. The important thing to keep in mind is that both SEO and PPC are about getting visibility in Google. 

Both tactics should be used strategically and with a long-term view.

Getting Better Website Metrics 

The goal of any marketing pipeline is to get you better metrics. Opting for PPC and SEO is a great combination to get the best possible digital marketing performance. You use the power of paid and organic marketing for your website. 

PPC and SEO KPIs can give you a better picture of your website metrics. They can approach ROI issues from different angles. 

• Ahrefs is an all-inclusive marketing platform that can deliver website insights and metrics. Here’s a screenshot of key metrics that Ahrefs provides. 

• Screaming Frog can highlight various errors on your website and suggest corrective action. 
• Mixpanel is a newer business analytics tool that can track various KPIs.

6. Increasing SERP Coverage

All businesses covet the top three spots on SERPs in the market. These can bring in 66% of all total click-on searches. While SEO can get you the top spots on a page, PPC can place your website even higher on the ad space. 

SEO and PPC principles can give your business a majority share on the SERPs. 

Getting Top Ranks On Search

If you want to rank highly in the SERPs, you'll need to do things to help you get found. Using both SEO and paid search can be an effective way to drive more traffic to your site. It's important to use them together. 

When organic methods cannot place a particular keyword at the top, PPC can help. 

• SE Ranking is one of the best rank tracking tools available for business. It shows the number of keywords ranking at the top and their position on SERP. You can even compare with the competition, as shown in the screenshot. 

• Stopwatch.io is another effective tool that can help you get better insights on keyword ranking results. 
• Mangools SERPWatcher is a great tool and enables rank tracking. It's simple to use and inexpensive. 

Read: How to Redesign Your Website & Retain the Search Engine Rankings at the Same Time?

7. Leveraging PPC Conversion Data

A key difference between PPC and SEO is the focus on important keywords. SEO is more suitable for broad-scope ranking methods. When it comes to ranking specific keywords quickly, PPC cannot be beaten. 

Using PPC For Conversion Rates

Using SEO and PPC campaigns simultaneously, you must understand how each platform impacts others. Because SEO and PPC are both ways of reaching customers, they're inherently linked. 

One of the advantages a PPC campaign has over organic SEO is that it is more targeted. The key is to use PPC conversion data to create a more cohesive SEO pipeline. You can access this data in Google Analytics by defining goals in it. 

• PPC conversion data aligns with your SEO goals giving you a holistic marketing approach. 
• Track conversions with Adobe Analytics which can give you in-depth information about your campaign.
• KissMetrics gives you conversion insights related to customer behaviors. 

Key Takeaways

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• Creating the ideal marketing pipeline is about combining PPC and SEO.
• Get drastic improvements in conversion rates through this method.
• Improves business metrics and insights that can elevate your brand.
• Combining them can give you much better SERP coverage. 
• Use PPC-focused keyword analysis to get quicker results. 
• Applying an organic approach can give you better long-term results.