10 Areas Where SEO and PPC Can Work Together

SEO or SEM (PPC), organic vs. sponsored? Where should your online marketing budgets go? Well, the answer is, both. SEO and PPC can work very nicely together depending on where you are with your online marketing efforts. We came up with ten instances where SEO and PPC should be used together as an effective online marketing campaign.

1. Preparing for a Site Redesign – when planning a redesign and making sure that all of the SEO best practices are being put in place as you prepare to launch. You’ll want to bolster your online campaign with sponsored efforts as you transition from the old site to the new site. Once the SEO efforts kick in post-launch, you can reduce your PPC spend and focus your sponsored efforts elsewhere.
2. Preparing to Launch a Micro site – Micro sites allow you to try out a more targeted online strategy. For quick traffic generation to your new micro site, you’ll want to utilize a well planned sponsored strategy. At the same time, your SEO efforts can be geared towards a focus on long-tail and less competitive keywords to drive additonal traffic to the micro site.
3. Launching a new Sub-Domain – Similar to launching a micro site, sponsored efforts can be used to direct traffic to the new sub-domain while an SEO strategy can be developed to obtain long term rankings for the sub-domain.
4. Launching a new Website – Any time you launch a new website, you should have both an SEO and SEM strategy working together to help obtain traffic to your new web property. Initially, your sponsored strategy might be the only means of driving traffic to your new site, until you can improve your visibility in the natural search results of the search engines.
5. Marketing Your Website on a Shoestring Budget – If you have a tight budget, you can focus efforts on SEO and complement that with a smaller PPC strategy where you bid on phrases that are less expensive. You may want to focus your PPC spend for local search while you concentrate your SEO efforts for more general search engine rankings. As you develop content through SEO and on-page optimization, the only cost you incur is time.
6. Company Mergers & Merging Web Properties – In the dynamic economic environment that we have experienced in recent years, it’s not uncommon to see companies merge. Quite often startups are bought out and you are left with multiple web properties at your disposal. This is another great example of when you should be using SEO and PPC simultaneously to educate your target audience of your recent merger or acquisition. You may want to phase the old company out, and as a result move some content from that company’s website to your own. Developing an SEO transition strategy that is backed up by a solid PPC strategy can be an effective way to educate your existing customers as well as any new prospects who may be looking for your solution.
7. Releasing a New Product Line – PPC can be used in conjunction with SEO to promote your new product or solution line. Chances are that your new product name will be easy to rank for organically; back that up with some non-branded traffic from sponsored efforts and you can quickly acheive some additional branded and non-branded traffic that will convert on your site, with the proper type of messaging and promotion.
8. Online Reputation Management Campaigns – Experienced some negative press? Use SEO and sponsored solutions to protect your brand in the online space. From an SEO point of view, you’ll want to ensure that any negative organic listings are pushed to page two of the search results page, by optimizing your site for blended search, and leveraging social networks to dominate the SERP landscape. Furthermore, you will want to protect your brand via PPC efforts so that negative or “questionable” listings do not appear within the sponsored results.
9. Entering New Markets – If your company is large enough to go global or is entering new regional markets, you might want to use SEO and PPC to target these geographic demographics. Depending on your expansion, you might want to try a GEO-targeted sponsored campaign, backed up with content development for organic rankings in the natural search results of the search engines.
10. Plateauing Search Engine Traffic – Seen your website traffic start to plateau? Maybe you need to modify or add a sponsored strategy to your SEO strategy or vice versa. Revisit both your SEO and PPC efforts and get creative with some new messaging to drive more traffic to your site.

While many companies are doing SEM or are developing SEO strategies, there are still a number that are not leveraging SEO and PPC efforts together. If your company is experiencing any of the ten issues above, you may want to establish a co-existing SEO and SEM strategy to ensure that you effectively intercept your target audience and that you continue to drive qualified traffic to your site. Search engine optimization and sponsored search marketing efforts can work together to provide you with optimal results. The more effective you become with your online marketing efforts, the less spend it will take to drive more business. While it takes time and is subject to the changing nature of the Internet, realizing when to use SEO and PPC together can return tremendous results.

Original Post Courtesy of SEO-Space:  SEO & PPC Working Together