Owning a business in today’s digital world means that, more often than not, you have an online presence. And, if you are working with a digital marketing agency, you are likely using paid search and SEO in order to boost your traffic and reach a wider audience. However, many people use these techniques separately, meaning they will use organic search or SEO (search engine optimisation) for one goal and paid search (Google Ads or PPC) for another goal. 

If you want to improve your organic search results you should combine these efforts with your paid search. Now, this might sound a little technical, especially to someone who might not understand the terminology or who is inexperienced in digital marketing. Combining organic and paid search can help you to achieve better SEO and audience engagement results, and below we look at how to effectively combine these. 


Keep An Eye On Keywords


If you are using organic search for your marketing campaign, you likely already know that keywords are a vital component of this. Tools such as Google Analytics and Google Keyword Planner help you to find keywords and phrases that consumers search for and allow you to target these in your content and marketing materials. 

You can use these same keywords for your paid search campaigns to see what impact this will have on your campaigns. You can use your Google Ads tool to determine if the traffic volume from these keywords increases, decreases, or stays the same. You can also do the same for your SEO or organic content. Use the keywords from your paid campaigns in your blogs, articles, and other marketing material will help you to rank organically for those keywords. 


Make The Most Of Paid Search Data


In today’s world, data can be a powerful marketing tool. This is especially true when it comes to creating content that entices consumers and drives traffic. When you are using Google Ads, you can look at your data and see which ad text performed the best and use this to your advantage. 

You could use this ad text as meta descriptions for related pages or products on your website. If it is performing well, it will help these pages to rank higher for these specific keywords and descriptions. Looking at what ads were the most popular will also help you to come up with interesting blog or article topics that will attract more organic traffic. Using your data intelligently will help both paid and organic search results improve. 


Reel In Return Customers


If your website is now ranking higher and gaining more traffic, it is not the time to celebrate or diminish your efforts. You still need to maintain this traffic and ensure that leads become conversions and return customers. You can combine organic search and paid search for a remarketing campaign that will help to encourage return customers and better brand engagement. 

You can track which items consumers were looking at when they abandoned their cart or left your site and use this information to send a personalised remarketing email. You can also use the most popular visited items in your store in a blog article that focuses on how to sue the products or that speaks about a topic related to these products. Consumers will see this on your site, be reminded about their abandoned purchase, and might be more likely to make or continue with their purchase. 


Organic And Paid Links Combined Lead To Clicks


It has come to light that people are more likely to click on a paid link if they see your organic link on the same page, and vice-versa. So, this means that unless your organic link is within the top three to ten positions, it will be difficult to garner more clicks. It makes sense to run paid search ads using the same keywords as your top ranking website pages. 

If you do this, you will find that your paid search clicks increase, because consumers are seeing your organic and paid search results at the same time. However, you should be sure that you limit this tactic so that it does not appear as though you are pushing your product or services onto them. If you are running a promotion on a certain product, this is an interesting digital marketing tactic to try. 


Final Thoughts


Many digital marketing agencies think of SEO and PPC as different entities and so apply different strategies to both. However, you can be intelligent about your digital marketing strategy and combine organic search and paid search for better results. 

Keep an eye on your keywords and think of how you can use them creatively, make use of your paid search data, and try to combine your paid and organic links. If you would like to harness the power of both organic and paid search, contact NetMechanic today to find out about our unique digital marketing packages.