5 Ways SEO & PPC Can Work Together in 2022 Ep. 553

Hi, and welcome to the SEO podcast, Unknown Secrets of Internet Marketing. My name is Chris Burris, one of the owners of EWR Digital. And my name is Matt Bertram, your digital strategist for today. Wow, you sound really good. Well, you know, when I bring the mic up close, I think people appreciate it. It is amazing. I think you're speaking in the wrong end of that. You're supposed to speak on the other side of it. I'm pretty sure. And you're telling me it still sounds good. Yeah, yeah. Because if you look up, I don't know if you can see mine. You see, I see the buttons. Do you see? Oh, okay. You're right. I think you're right. I'm having camera issues. I can't understand what I'm seeing in the camera. Welcome back to another fun-filled edition of the show. We have a really good article we're covering today. Five ways SEO and PPC can work together in 2022. You know that last piece is really important because the way they work together in 2021 was totally different than the way that they work now. No, that's not true. Well, I mean, some things. I mean, it's certainly a moving target, but there's a lot of things that changed. A lot of things that stay the same. You know. Yes. All right. So, as always, there is a review. And that review is, of course, five stars. This one is from Man Cave Mark. Five star you on this episode and the entire podcast. I am one of many out there that truly love your content and don't say thank you enough. Patiff to you guys. Thank you, Caveman Mark. Yeah, thank you. We really appreciate that. You should let us know. Send us a, I don't know, Instagram of what's your man cave like. That would be kind of cool to see. I mean, yeah. There's a lot of man cave stuff going on right now, at least in my neck of the woods. Yeah. Are you working? I've converted my garage. I put a split

in there. I put a game table. I put some couches. Is that a gaming table like roulette? Cards, cards. Like I need to put a, actually a foosball table. If anybody wants to play foosball, I'm pretty good. Are you a champion? You know, I haven't played foosball since. Well, before, like growing up, literally we had a pool table, darts and foosball. And my dad played with me every night before I went to bed. And that's actually how my dad made money in college. He like. Yeah, you've mentioned that before. He was like, that's how he like, hey, I need some beer money or whatever. So I'm going to go play pool. Yeah. I mean, I'm not that good, but, but I mean, I'm not bad. Growing up with a pool table tends to lean that way. Well, you know, I haven't played foosball since the championships. Well, we should pay for, uh, I don't know, paycheck. It was not that important of a championship. Uh, all right, here we go. So, uh, we are sponsored. This podcast is sponsored. We love our sponsor. Our sponsor is SE ranking and my screen keeps blocking out. I don't know if yours does, if you see me block out every now and then, but that's all right. There's a couple of things that we're going to say about SE ranking one. And by the way, it's a search engine optimization tool. Uh, it's good, but it's cheap. So that's good. It's professional and easy to use. It has a lot of tools, but each of them is good enough to sell independently. I'm going to talk about that today and you might not know about it, but it has lots of industry awards and a superb user rating, uh, SE ranking. Now they have given us, we're going to jump into Matt's going to show us his favorite tool, but you can actually get a 30 day trial of, uh, uh, SE ranking. All you need to do is go to bestseopodcast.com forward slash SE ranking, and actually

just do us a favor and go, go, go check them out. Uh, go do that 30 day trial. We would appreciate that. And Matt, you're going to share like your favorite of their tools. Yeah, no. Um, so I'm going to share my screen for those of you watching. I'm going to try to, um, I don't know. You can talk through it. Yeah, yeah, yeah. All right. We're going to share screen. And here we go. All right. So one of my favorite tools, really the tool that I use the most is, is really like, I call it like a third party listening tool where I look at other competitor sites comparatively to other sites to see what's going on because there's a big footprint, uh, that you can see based on the content they put out, the links that are getting built, uh, where the traffic's coming from, uh, and like historical data. And so SE ranking, the competitive research tool gives you, you know, you can look at a lot of different countries. You can see organic traffic. They buy really good quality data. It's really up to date. Um, you can see like paid media, uh, what they're doing organically, what their trust is, what historically it's been. And I actually really like when you go in here to competitor keywords, I put in Yahoo cause I couldn't think of anything else. And Yahoo is like one of those companies that, you know, what are they still doing? I don't know. But, um, you know, they're holding on to some emails. They're holding on some emails for someone to buy at some point. Right. Uh, I mean, certainly they got some, uh, important traffic value based on the metrics. A lot of people are going to Yahoo mail still. Um, this might not have been the best example. But you can see like where their positions are. And then, um, you know, if they're ranked, uh, locally, you can, you can also see where their local rankings are for what keywords, which is, is

quite nice. Um, but this is, this is a really great tool. Um, there's a lot of different ways to cut the data. Um, you know, they're, they're coming out with new stuff all the time. You can see here as content, uh, marketing tool. I broke it apart here to, to dive into it a little bit. Um, they, they've, they've rolled it out on a limited basis. So there's like a limited amount of searches here you get based on, uh, however your account set up. But I just put in marketing agency, uh, to see what came up and, okay, where's the rest of the data? Well, there's a lot of data, um, that will typically pop up and it will break it apart into five different kind of sections. Um, this is really like the, uh, where's the brief. So they create like a brief for you. They show you different competitors. They show you what their H ones are. They give you LSA ratings and then you can, you can write these articles and it's, it's pretty slick. Um, let me try it one more time. See if, no, I don't know. Uh, I don't know. Well, but they're all, they also do have, um, uh, content finder idea and you, you have a certain number of searches here. So you can see here, I just did like SEO podcast, SEO agency, and then it gives you a really good breakdown that you can then categorize. Okay. Inside SEO, what are the content cluster ideas that are inside that keyword? Right. So group data, it's a, it's a lot of LSI and kind of machine learning aspects to it. And, you know, it just, it can pull data in scraping different sites, seeing what's going on. Um, and then helps you kind of write that best content based on the target keywords you're going after. And then you can see here, uh, when you're thinking about deciding on what content you should write, you can do some additional research, not just by keywords, but like

all these different cluster ideas. It also gives you an option of different titles that have performed well. And so it's just really nice to have all your data in, in one place to help make decisions. Um, so yeah, like I would, I mean, there's so many tools here. Like we've been starting to use the, the backlink, uh, option here. We use the report builder all the time. Um, this on page checker, I haven't even really got into it yet. Um, but it lets you, so you can see some of our clients there and, um, uh, you know, we're, we're, we're playing with it. Right. And, and there's just so much great stuff, uh, that's available, uh, inside this tool. So, all right. Get your 30 day trial, not your 14 day trial. You're a 30 day trial by going to best SEO podcast, uh, for.com forward slash S E ranking. And I say, we jump into our article. Let's get into it. This is going to be pretty quick. Um, but really good information. Honestly, a lot of these articles all go through and like, oh, there's a, there's an important sentence. There's what a lot of this was really important. Again, this is by Benjamin Johnson, five ways SEO and PPC can work together in 2022. Patiff to you, Benjamin. We often hear that SEO is a marathon and PPC is a sprint. It's time to change this perspective and realize that marketing, and he says, is a triathlon. I'm really going to say a biathlon because there's no third part here, right? It's really SEO and PPC, at least as far as this. Social media marketing. And so, well, I think, I think we could go with like video marketing. Unless you want to throw that into social media, but you could throw a social media into SEO because that's actually media content. No, no, no, no, no, no, no. You can't. No, we should be making good SEO decisions on your social media. At the core, SEO is about optimizing content to

rank better in Google. PPC, on the other hand, is all about driving traffic quickly to the desired page by writing compelling ad copy. A key difference between the two disciplines is that a click on an organic listing is free, whereas PPC clicks cost money. Oh, you guys know this, but we're going to go through it. When these two tactics, do you see me blinking in and out? When these two tactics collaborate, companies see better results, SERPs are dominated, and ROI is increased. That's probably worth repeating. So, when these two tactics collaborate, companies see better results, SERPs are dominated, and ROI is increased. That makes it worth continuing reading this article. Here's five ways to combine SEO and PPC strategies. The combination is best of those two. One, dominate the SERPs. So, SERPs, of course, search engine result pages, are a combination of paid ads and organic results. Organic traffic and paid search account for 80% of all web traffic, 53% organic, and 27% paid. That actually comes from a pretty good source there at the end of the article. The first result in Google earns 32% of all clicks. First position for both organic and paid listings basically double your chance of earning a click. And so, the logic here is you've got, what, 10 organic. It depends on the search, but you can have four up top, three at the bottom. So, what, 17. And if you get one position, whether that's organic or paid, you've got one. If you get that second, you have now doubled your chance of getting a click. That's not 100% true because if you're at the bottom, the chances of getting the click are pretty low. If you're below position three, it's pretty low. But, you know, I understand a lot. But so, okay. So, you can also say maps. Could it be included in that? So, you could get maps. And really, it's like you're trying to build trust. So, if they see you up in the ads, so they're like, okay. They might remember the name.

Then they see you in the maps. And they're like, okay. Like, I'm starting to recognize this company. And then they see you in organic. The chances of your click is going to be a lot higher. Yep. And so, it's all about increasing that frequency. And that's really the basis of all branding, Chris, is like brand recall, right? Of how are you positioned in their mind when they're ready to move forward with some kind of call to action related to your service? Yeah. Yep. All right. So, that was number one. Dominate the SERPs. Number two. Keyword data and research. Both SEO and PPC require a large amount of data to make the necessary optimizations and A-B tests. PPC offers a great playground to evaluate keywords quickly and see how they perform in ad copy with specific audience. Next, with a specific audience. Next, take the best performing keywords and add them into your organic content for long-term success. And then he goes on, Benjamin goes on to say, you can use your SEO data to start new paid campaigns with confidence. I don't know if there's anything to add there. Well, I would say certainly a lot of times when we're targeting an SEO keyword, we'll add on paid media. And also, paid media can also get you a lot of data to a new page. So, you can see how the users interact with it. And so, they very much go hand in hand. And it has somewhat of an amplification effect, right? So. Yes. Number three. Again, five ways SEO and PPC. Is that, is that, is that. No, I like it. Is that a harsh answer? Like, can you, can you argue for a better response than agreement? Yes. Yes, Matt. You are correct. Yeah. Like, what else do I want you to say? That's perfect. That was correct. All right. Next, this is number three of five. Tool sharing. Common SEO tools include, they mentioned SEMrush, Ahrefs, Moz, of course, our favorite, SE Ranking. And he talks about Google Keyword Planner and

how you can combine those two. But in reality, you know, you've got Google Search Console is a great tool to utilize for both disciplines. SE Ranking has the data of both. So, you've got some PPC data. You've got some SEO data. You're looking at your paid and your organic, especially when you're doing competitive analysis. Well, I would say that Google Keyword Planner doesn't have keywords that people aren't bidding on. So, it's not a full perspective. So, there's a lot of times opportunities to look at, to see what keywords people are bidding on. And then looking at organically going, hey, is there some opportunities here that we can get some really cheap clicks, but the type of people we want to convert. And so, again, it's like this collaborative strategy that you triangulate between different platforms to find a strategy that works for you. Absolutely. Is that better than yes? That's a great answer, too. Next is remarketing. Again, 53% of all website traffic is organic. 27 is from paid. So, SEO is better than PPC, right? Like, that's obvious. It's 53 to 27. There's not even a competition. Except a user may actually become a conversion by buying or clicking on a desired action. Or they may just leave your site without taking any action. Oh, no. And if they do, SEO does a really poor job of bringing that user back to your site. They may disappear forever. Unless you're waiting for other keywords on the customer journey. Yes. So, you want to make sure you're doing SEO on the other keywords on their customer journey, right? And if you just own the search, they just keep finding you. They can't get away from you. But certainly, it's a brute force more strategy than a very delicate. A lot more, a lot of efforts going into that. And a lot of, you know, second guessing of like, okay, what is the next search they're going to do? Although maybe they're ready for the purchase. They just didn't do the purchase. And now, paid search

enables marketers to retarget audience. And that audience is people who have already visited their site. It has a much higher CTR. And we say this all the time. If you've got $1 to spend, spend it on remarketing, right? Yeah. First, increase your budget, right? That's what we say first. Increase your budget because $1 is not enough. But the first dollars need to go towards remarketing. And that's pretty easy. And it usually doesn't take a massive budget because the audience is so limited. Like, it just doesn't suck up a lot of budget. But it has a great click-through rate and conversion rate. Yeah. So, Chris, you talk about the dollar a day. Like, I've heard the dollar a day strategy a few times. I was actually at a podcasting event earlier this week. I can't remember what day. But they brought it up too, right? Putting a dollar a day behind something to either target someone's audience that maybe was on your podcast or retargeting. Or if there's a huge audience you're trying to reach where you're not trying to... You're trying to get visibility there. You're trying to get market recall. A dollar a day can go a long way because through that consistency, people will keep seeing you and the data. You just don't want to turn it off, right? Every time you... With ads, you just never want to turn them off. You can turn them down. You don't want to turn them off where you a lot of times lose all that data and the algorithm has to start over. So, you know, it's nice to have a lot of campaigns that you're collecting good data on and then you have remarketing turned on and you're just, you know, a dollar a day. I mean, certainly you want to spend about $3,000 per platform, but a dollar a day also is good. Awesome. Awesome. That answer, like, opened up argument or whatever, but it's clear. It's clear. It's Friday. It's at the end of the day. We have no beers. Yeah. We

don't even need beers to have this much fun. Yeah. All right. So, number five of the five ways SEO and PPC can work together. Save money. So, if PPC competitors... Say it five times fast. Huh? Slow it down. Is that too fast? Five times fast. Five times fast. PPC, PPC, PPC, PPC, PPC, PPC, PPC. That wasn't too bad. I think that was awesome. Awesome, Chris. Awesome. PPC competitors are not bidding on your keyword and you already own the top position organically. Why spend money on a click you are going to earn for free? Now, take caveat. Have I not said that, like, hundreds of thousands of times in the arguments of, like, why, you know, when you should spend ads on branded terms, right? Yep. Like, there's certainly a whole debate out there, but there's... And you can even say, like, you know, one situation where this might be true is where you're in the first position, they're kind of searching for you, but you want to try out a different landing page, a different look and feel of a landing page. So, you're putting something up top and you've got some control over it, or you've got extra tags in that PPC campaign so that they can actually find other stuff easier. That might have the value that you're looking for. User flow, yeah. Yeah, the user flow is a big deal. Or if you're running a special. Like, if you're running a special and they go to your home page and it's not on your home page, they need to go to that offer page. Like, that's one of the things on the PPC side that's killed so many campaigns is they get PPC up and going, or maybe they have an offer that they mentioned, but then they go to that landing page and there's nothing about it. Like, it just... Like, the conversion rate is dismal. Yeah. Yeah. All right. You can save money by only bidding on keywords that have competition. Again, if you're in that first position organically, no

one else is bidding on it. Like, don't bid on it. If people are bidding on it, you want to bid on it. Nice thing is that'll be inexpensive. So, in conclusion, if you can control either a top paid ad spot or the first organic listing, you will have an exceedingly high probability of earning a click for any particular query. Always pursue a holistic marketing strategy. This is just great sound advice in general, not necessarily specific to SEO and PPC. Always pursue a holistic marketing strategy. And don't forget about social media marketing, display ads, and video marketing. Patiff to Benjamin. Nice. Yes. Nice coverage. Yeah. Yes. Yes. Patiff to you, sir. That was some really good stuff. Remember, please support our sponsor, SE Ranking. Go to bestseopodcast.com forward slash SE Ranking. We're going to ask you to do something. Matt's been brainstorming. It's really, he's been focused on this entirely for the last seven days, since our last podcast. He really hasn't done any work. I've been giving him the freedom to just focus. What have you come up with? What do you want listeners to do? Why don't you just share this on your social media, if you found value in it, and you can follow us on any of our handles that you're active on. And just look for best SEO podcast or the best SEO podcast and look for our little icon. And it should be across all platforms and engage with us. We would love to hear from you more. That icon right there, right? That icon. That's right. You got it. Very talented, Chris. Oh, I got to point out, if you're just listening, so the icon is going to look like an old-timey microphone, best SEO podcast, two little bobbleheads, one bobblehead of me, one bobblehead of Matt with Superman outfit. I don't know why I look like just a nerd. And then Matt looks like Superman. Wasn't that your guy that did the bobbleheads? Well, it was certainly, yeah. It was somebody that I brought to the table. And

then, yeah, you got the Superman one. I don't know. Maybe that guy doesn't like me. I think we selected. I don't know. This was a while ago, Ben. You look very professional as a bobblehead, Chris. I will say that. You do it, don't I? Yeah. Yeah. I mean, you look very in charge, executive, executive. Well, that's good because, you know, as I described, I gave you the freedom to come up with that one particular call to action. If you would like to grow your business with a bunch of fun guys and the largest, simplest marketing tool on the planet, the internet, go to EWR Digital for increased revenue in your business. Just once you are at the EWRDigital.com website, all you need to do is click the free consultation button and schedule a time, you know, and we're even going to allow you to schedule a time that works for you. Chris, you're so generous today. Yeah, I get to be that way when I wear, when I wear my suit on my bobblehead. All right. Thank you guys for tuning in. Thank you guys for making us the most popular SEO podcast. One of the most popular internet marketing podcasts. That is because of all y'all until the next podcast. My name is Chris Burris. My name is Matt Bertram. Bye bye for now.