When marketers are looking at different marketing platforms and channels, they may be looking at them in isolation — for example, seeing SEO as being completely separate from social and entirely separate from PPC advertising.
This is not necessarily wrong, but it is not entirely correct, either. SEO and PPC campaigns can be intricately linked, and though they function completely separately, the data from your PPC campaigns can actually help you bolster SEO results and vice versa.
Knowing how to leverage advertising data for organic results and organic data for your PPC campaigns, however, is crucial; there is overlap, but there are distinct differences to keep in mind, too. To help with this, we are going to take you step-by-step through the process of finding the data you can use to advance your campaigns on both marketing platforms along with sharing some advice from top experts in the field.
Enrich Your Keyword Lists – Both for SEO and PPC
Keywords play a crucial role in both SEO and PPC (Google Ads and Bing Ads). While you want to do initial keyword research separately, you will want to take what you learn from your current existing campaigns to adjust their paid or organic counterparts.
You will, for example, want to leverage your advertising data to find the most profitable keywords in your SEO campaigns. These keywords are clearly capable of bringing in high-value customers that will generate revenue, so consider giving them higher importance in your organic SEO strategy.
To track your website’s daily rankings for a new set of target keywords, use SEMrush’s Position Tracking Tool. You can set your targeting to watch any specific geographic location and any device type, including mobile phone, tablet, or desktop. – Read more