How to develop an integrated Paid Search and SEO strategy for e-commerce

How to develop an integrated Paid Search and SEO strategy for e-commerce
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Examples and best practice advice on how to maximise your digital marketing reach with an integrated PPC and SEO approach. When it comes to digital marketing, pay per click (PPC) advertising and search engine optimisation (SEO) are arguably two sides of the same coin. However, all too often companies will focus on one at the expense of the other. At ClickThrough Marketing we provide an integrated digital marketing approach. Working with large-scale e-commerce sites, we have learnt the importance of combining PPC and SEO activities to gain greater client and market insight as well as streamline our own internal activities. Here, we look at four ways in which PPC and SEO can work together to deliver better results across the board. 1. Finding SEO opportunities with PPC data There are many ways in which PPC can support SEO and digital marketers should explore ways to integrate paid search into their SEO strategy. We recommend the following: Sharing keyword data – Due to ‘not provided’, SEO teams can no longer report on what term brought a user to a site organically. However, SEO experts can use the “Search Query Reports” from AdWords to identify what keywords to prioritise when generating content aimed at the user. This is especially valuable when writing product descriptions or brand pages for e-commerce clients. Using the Search Query Report allows SEO practitioners to recognise which search terms are trending and tailor on page content towards these terms. For example, your SEO team may have used […]

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