Throughout my career, I’ve observed that SEO and PPC teams seldom collaborate and exchange data and strategies to support one another. This represents a significant missed chance that restricts each channel's full potential.

This article outlines seven practical collaborations that both your PPC and SEO teams can adopt to generate even more revenue for your business.

Ultimately, both focus on boosting conversions from Google and other search engines, so it makes sense to unite these teams for greater success.

1. Keyword research

SEO demands considerable resources to create valuable content that ranks effectively. Instead of merely attracting clicks, SEO teams should concentrate on producing content that converts customers.

While clicks are frequently a key performance indicator (KPI), they hold minimal worth if they don't result in conversions. SEO efforts should target keywords that drive conversions, not just traffic.

Thanks to PPC, we have conversion rates by keyword and search term. Since Google doesn't provide this data from organic searches, let's use PPC data to determine which keywords to enhance our SEO efforts.

Share PPC search keyword data with your SEO team

• Retrieve 12 months of search term PPC data.
  • It's essential to pull search term data rather than keyword data. Keyword data doesn't necessarily reflect the search terms users entered that led to the click.
  • Extract non-branded data, as you usually dominate the top spot organically.
• Filter based on the top search terms by conversions
• Provide the top search terms by conversions to your SEO team so they focus on high-converting keywords.

These are the money keywords for which the SEO team should begin creating content to rank. If they perform well for PPC, they will also work well for SEO.

Dig deeper: 6 critical perspectives for effective keyword research

2. Metadata

Some SEO professionals tend to undervalue meta descriptions and meta titles, despite these elements acting as the "ad copy" for organic search results. This lack of attention is a missed opportunity.

At our agency, we frequently discover pages lacking meta descriptions or using titles and descriptions that haven't been carefully considered or tested.

In other words, would a PPC marketer just develop one set of ad copy and leave it unchanged for years? Unfortunately, that's what we observe in SEO.

We can utilize PPC to ensure you have the best meta description and title to secure that organic click. A higher CTR will yield more organic traffic and influence rankings.

How to optimize SEO metadata through PPC

• Identify the top three pages receiving organic traffic (or organic revenue).
• Launch a PPC campaign. Each ad group will have exact match keywords, targeting the queries associated with each respective page.
• Within the ads, test two variations:
  • One version that closely mirrors the existing metadata.
  • One version that tests a new meta title and description.
• Remember to pin headlines and descriptions in the desired order of appearance.
• Whatever achieves the highest CTR should be the meta title or description you use for that page.

By doing so, you should notice an increase in CTR, and if you apply this to your top pages, it could significantly impact your business.

3. Landing page UX

The user experience of landing pages is vital for driving conversions.

PPC teams typically concentrate more on this since they pay for traffic and aim to direct visitors to pages with the highest conversion rates.

Conversely, many SEO practitioners prioritize traffic over conversions.

By working together, PPC teams can share valuable insights on the best-performing landing pages to enhance SEO strategies.

How to leverage PPC UX experience to aid SEO

• Collaborate with the PPC team to review the top converting landing pages.
• Determine the top attributes that appear common among the top converting landing pages.
• Among the top organic landing pages by traffic, see how the UX can be enhanced by incorporating best practices from the PPC team.

Dig deeper: How to manage PPC landing pages for SEO

4. Diversify beyond Google

Google is large and dominates the majority of traffic, but it's not the only search engine available. If PPC and SEO teams also focus on other search engines, they could gain 10-20% of customers annually.

How PPC and SEO teams can diversify their efforts

PPC

• Transfer your top Google Ads campaigns to Microsoft Bing. This way, you'll advertise not only on Bing but also on its network of search engines, including AOL, Yahoo, DuckDuckGo, and more.
• Microsoft Ads generally offers cheaper CPC (since it's not as competitive as Google) and can be a great platform for B2B advertisers, given the strong LinkedIn data integration.
• The platform makes it straightforward to migrate your top campaigns. Just ensure:
  • Conversion tracking is established on Microsoft.
  • Budgets are set to 10-20% of your total Google budget.

SEO

• Confirm you're on Bing Webmaster Tools and that all your top pages are indexed and accessible via Bing.

Dig deeper: How to reach new audiences with multi-platform search advertising

5. Remarketing

Approximately 96% of site visitors won't convert during their first session, even on sites with healthy conversion rates. This doesn't mean they'll never convert – just that they aren't ready yet. A strong remarketing strategy can help turn these visitors into customers later.

PPC teams have extensive experience with remarketing, one of the most effective campaigns introduced in the last 15 years. Organic teams should collaborate closely with PPC to maximize conversions from organic traffic through remarketing efforts.

How to collaborate with the PPC team to create a remarketing strategy from your organic traffic

• The SEO team should extract the top pages by organic traffic and share these with the PPC team.
• With expertise from the PPC team, create a remarketing strategy that moves organic visitors one step closer to conversion. The remarketing CTA must align with the visitor's intent. For instance:
  • If you're remarketing from a product page, you could simply offer a coupon code to drive conversions. These users have high intent and are researching products to purchase, so offer something to assist them in making that decision.
  • If you're remarketing from low-intent pages (e.g., educational pages), don't push them to buy now, as they're not at that stage. Instead, bring them one step closer to purchasing by:
    • Driving them to a newsletter signup for more information.
    • Sending them to another educational page with a slightly lower funnel and closer to purchase intent.
• If you have a YouTube channel, you can link Google Ads to YouTube and remarket to your video viewers and subscribers. This is another effective strategy to convert YouTube viewers.

Dig deeper: How to combine Google Ads with other channels to retarget, nurture and convert

6. Product feed optimization

For e-commerce marketers, optimizing product feeds is crucial for effective PPC campaigns. It can also benefit SEO.

Google Shopping now offers free organic product listings, so an optimized feed can drive free traffic and enhance your shopping and performance max campaigns.

Key product feed optimization areas to focus on

• Price: Is your price competitive with the market to earn the click and sale?
• Categories and subcategories: Ensure each product is in the most relevant category and subcategories. Remember, Google's categorization isn't always correct. Sometimes a product could belong to two categories that should be tested against each other.
• Targeted keywords: Make sure your targeted keywords are present throughout each product.
• Images: Test different images to see what works best to earn the click. For example: product images vs. lifestyle images. AI can be a helpful tool in creating various image variations.
• Product details: Ensure product details are compelling and include the key targeted keywords. For example, frontload the targeted keywords as that can help Google prioritize these keywords for ranking purposes.

Dig deeper: Shopping graph optimization: The future of e-commerce SEO

7. Dominating SEO and PPC for your top performing keywords

For the keywords that are the core business drivers, devise a plan to dominate these keywords across your search marketing program.

By working to optimize PPC and SEO to achieve top positions on these keywords, you will:

• Increase the likelihood of earning the click. Most searchers don't click on ads, so it's beneficial to be present from both a paid and organic perspective.
• Owning the ad and top organic results creates double exposure. This can help reinforce branding by featuring your business twice to searchers.

How to corner the market on top converting keywords

• List the top keywords that drive the majority of revenue for the business. You may be surprised that the 80/20 rule will likely apply. 80% of your search revenue will likely come from just 20% of keywords (or fewer).
• Map out current positioning from both PPC and SEO.
• Develop a plan to increase visibility on PPC and SEO.
  • PPC is simpler as it focuses more on ad copy, bids, and budget.
  • SEO will take longer, as it involves content and linking strategy.

Dig deeper: SEO vs. PPC: Differences, pros, cons & an integrated approach

Bridge the SEO-PPC gap to boost your organic and paid search efforts

It's time to coordinate your SEO and PPC teams. Implementing these strategies will drive more traffic and conversions across both channels for your business.

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