Marketing tactics differ, but they also can co-exist and by co-existing strengthen one another’s efforts to the good of the business that utilizes them. Such can certainly be the case with site-owners and marketers that elect to make both SEO and PPC part of their marketing grab-bag. Both tactics require the use of keywords. The keywords employed aid in identifying buyer behavior and thereby the implied needs for the group that most exactly matches the product or brand. Both SEO and PPC make a valid case for employing longtail keywords, as these most effectively target the specific customer wanted. SEO and PPC both employ metrics to better understand how keywords are effecting browser behavior. They also have data to show things like which meta tags are most effective. Although this data may seem specific to the marketing team that garners it, it is wise for their to be communication between teams. Both can benefit from using these metrics to better position their keywords and to see and therefore utilize whichever messages are proving most effective.
- Although SEO and PPC are distinct tactics they both use and derive much of their usefulness from good keyword research.
- Both tactics use keywords to identify the behavior of the target and the implied needs.
- Both tactics are better served by longtail keywords that create a better focus on the search terminology.
“In this blog, we’ll discuss how to align PPC and SEO efforts to drive more conversions.”