PPC & SEO Synergy

Running PPC and SEO efficiently is hard. Even accomplished businesses with large pockets fail to do so, leaving a lot of money on the table. However, there is a lot that a business can do in order to get the best out of their search marketing strategy.

What is a PPC & SEO synergy?

A combined approach that treats PPC & SEO as a unique channel, making sure they work in unison in order to produce the best and most efficient results for a website.

Why is having PPC & SEO to work together important?

It is crucial for the overall efficiency of your website, in order to optimise budgets and your online impact. There are so many overlappings and tactics that both channels benefit from, that it would be a missed opportunity not to explore them.

How to develop a synergy approach for your SEO & PPC

The steps outlined below are the ones I take into account before being in a position to develop an actual plan for my clients.
  • Top level review of the PPC account, with a strong focus assessing the top landing pages and the ads’ quality score
  • Top level review of the SEO account, with a strong focus on the ranking side of things
  • Assessing the client’s website against a checklist of tactics that I have developed over the years and that can be found here (link to the PPC and SEO synergy part 3 checklist)
  • Developing a dedicated framework for the client, suggesting the best ways for that particular client to achieve success
The steps above help any consultant to absorb enough information about a business and its surroundings, in order to be in a position where to make informed decisions.

What about these tactics that you talk about?

I have written three blog posts covering some of the most effective tactics that I have been using on my clients.
Post 1:
Post 2:
Post 3:

FAQs on PPC & SEO synergy:

Most frequent questions and answers
It is Google’s own metric to determine the quality of your ads: its score goes from 1 to 10 (1 being the minimum and 10 the maximum) and comprises three main factors: expected click-through rate, ad relevance and landing page experience.
You should aspire for a high quality score as it is used by Google to evaluate your CPC (cost per click) and multiplied by your maximum bid to establish your ad rank in the ad auction process. As a consequence, the better your quality score is, the more efficiently your account is, and the higher ROI is to be expected.

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