How to build the correct SEO PPC Strategy
PPC STRATEGY | SEO STRATEGY
How to build the correct SEO and PPC Strategy.
A lot of companies look at SEO and PPC as two separate and distinct parts of digital marketing. But what if you made both work together in a cohesive plan with SEO and PPC addressing two parts of your keyword strategy? Instead of trying to go after the same keywords in both strategies, the optimal goal should be to focus your SEO strategy on the core fundamentals of your business and your PPC strategy to go after subordinate keywords.
Focus your SEO strategy on the core fundamentals of your business. This would be the keywords that speak directly to what you offer clients or customers. So in simple terms, if you make “Lightbulbs” you are a “Lightbulb Company”, “Fluorescent Lightbulb company” or you might also have the main types of lightbulbs, “Incandescent Lightbulbs”, “Halogen bulbs”, “Compact fluorescent bulbs” or “Fluorescent Lightbulbs”. We call these your High-Value Main-Target Keywords (HVMT-K).
Your PPC strategy can then focus on those keywords that are subordinate to the core keywords or High-Value Sub-Target Keywords (HVST-K). Taking our lightbulb example these can be “Energy Efficient Lightbulbs”, “LED Lightbulbs”, or “Edison Lightbulbs.” Each of these can be broken down even farther but again all of these are High-Value Sub-Target Keywords. These keywords might not drive the traffic that your Main-target keywords will drive but they may have lead generation and converting power, so you can’t neglect them. You may also find that what you thought was a HVMT keyword may be a HVST keyword, and a HVST keyword maybe a HVMT keyword. Your keyword is just a starting point. Traffic and your KPI’s will tell you how to navigate.
The other benefit is ROI. When you look at the cost of SEO as compared to PPC, the cost of your PPC campaigns are usually a lot higher. With PPC you are essentially paying for clicks, or what’s called CPC, Cost Per Click. If we look at Google Ads, these costs will fluctuate at peak times. So what may cost $10 a click at peaks times that cost may skyrocket to $20, $30 or even $40 dollars a click. If you use certain parameters in Google Ads your budgets may balloon to try to grab these clicks thereby pushing your budgets and maybe even going beyond if you are not careful.
But if you set your site up with a good, solid, and sound SEO strategy, focusing on building up your Main-Target keywords so they rank well and hopefully on page one, then you can use a PPC strategy that revolves around your SEO strategy. This way you can do a manual CPC set-up in say Google Ads, still, target those Main-Target keywords, but at a much lower CPC because you are ranking well SEO wise, while also targeting a wide range of High-Value Sub-Target Keywords that have value. These should have lower CPC’s and lower traffic so they don’t eat up your PPC budgets.
Every digital marketing plan can use this strategy, on the whole, but with variations
If you build your SEO strategy around a site built to leverage strong SEO then this strategy will be effective