How to Combine SEO & PPC Data for More Powerful Results

How to Combine SEO & PPC Data for More Powerful Results

"Creation of structured data varies from site to site based on opportunities for category schema mark-up," Justine Amato, Sr. SEO Account Manager at Tinuiti, said.

What is SEO?

SEO stands for search engine optimization, a set of practices designed to improve the appearance and positioning of web pages in organic search results. Because organic search is the most prominent way for people to discover and access online content, a good SEO strategy is essential for improving the quality and quantity of traffic to your website. Organic search results: the unpaid listings on a search engine results page (SERP) that the search engine has determined are most relevant to the user's query. Ads (in this context, PPC or pay-per-click ads) make up a significant portion of many SERPs. However, organic search results are distinct from these ads because they are positioned based on the search engine's organic ranking algorithms rather than advertiser bids. In addition, you can't pay for your page to rank higher in organic search results.

Paid vs. Organic Search results

What do you think is better - paid search results or organic search results? Below are some pros and cons for both types of effects. For example, a pro for paid search is that it has timely, fresh content, whereas an advantage of organic search is that it ranks higher on Google.


-Paid search has timely, fresh content.
-search engine websites such as google list specific prices ahead of time, giving consumers access to the relevant information they can use when making a purchase decision.
-PPC campaigns allow advertisers to target only people interested in their product or service while also increasing conversions and click-through rates, making PPC campaigns special marketing tools.
-PPC can offer a powerful means of communication by displaying ads in meaningful and relevant places to users, increasing brand awareness.
-PPC ads can be integrated into local search results and displayed in the form of rich media advertisements.
-With PPC, advertisers have better control over the ad copy and may choose to display only text-based or video ads.


-Organic searches are often rewarded with higher rankings on Google than paid search campaigns.
-Paid search results may be unreliable and difficult to track down if the advertiser's business changes or new products or services are added to their lineup.
-The paid search may take too long to show up on the first page of search results, which means that the advertiser may have difficulty getting his brand in front of the searcher. -Paid search results may be less complete and detailed than organic searches.
-The paid search ads used in a PPC campaign can be more expensive than those used in an organic campaign due to a higher cost per click (CPC).
-Paid search is time-consuming and challenging to track down because it requires that companies pay for ads based solely on predetermined criteria.

A search engine's job is to provide the best list of results given the information you enter in a query and its relevance. Therefore, our SEO practices come into play to return the most relevant, most accurate result.

This post will go over SEO practices and how you can use them to improve your site's ranking on SERPs (search engine result pages).

The many factors of SEO and PPC Strategies

SEO and PPC Strategies are two entirely different approaches to marketing. However, they both function as a way for your business to reach potential customers when looking for you online.

We'll start with the first significant difference: cost vs Optimization. SEO is a long-term strategy that can take months to see results but costs nothing other than time invested in writing high-quality content. Conversely, PPC is an expensive strategy intended to produce quick, measurable results; however, it puts businesses at risk of spending money on clicks from unqualified customers who bypassed the site's landing page and did not convert into a customer expected (if at all).

The difference between these two strategies is staggering. This was done using LeadPages, which is a simple WordPress plugin to export leads from your website and turn them into hyperlinks for your landing page to provide more visibility within search results than any other marketing strategy (except direct traffic).
In addition to the cost-benefit of PPC and SEO, they both have pros and cons. The biggest pro for a PPC-based campaign is that it allows lead generation, whereas SEO is result-oriented. However, this approach has many cons, such as the high cost of ads. These range from text ads (e.g., Google AdWords) to video ads (e.g., YouTube) to search traffic in the form of AdWords (Google).
SEO stands for "search engine optimization." In simple terms, it means the process of improving your site to increase its visibility when people search for products or services related to your business on Google, Bing, and other search engines. The better visibility your pages have in search results, the more likely you will garner attention and attract prospective and existing customers to your business.

SEO is a fundamental part of digital marketing because people conduct trillions of searches every year, often with commercial intent to find information about products and services. Search is usually the primary source of digital traffic for brands and complements other marketing channels. Therefore, greater visibility and ranking higher in search results than your competition can positively impact your bottom line. However, the search results have evolved over the past few years to give users more direct answers and information that is more likely to keep users on the results page instead of driving them to other websites. Also, features like rich results and Knowledge Panels in the search results can increase visibility and directly provide users with more information about your company. In sum, SEO is the foundation of a holistic marketing ecosystem. When you understand what your website users want, you can then implement that knowledge across your campaigns (paid and organic), your website, your social media properties, and more.

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