You may have heard it claimed that eCommerce SEO and PPC work together. They do. That said, how they work together may be a mystery to you if you’re not familiar with the fine details of digital marketing.
So we went to an eCommerce SEO specialist and asked them for the scoop. Here’s what we came away with.
1. Help with target keyword research and user behavior
If there is one way in which PPC can help you refine your SEO strategy, it’s through following user behavior.
Let’s put it this way: you may think your ideal target persona is “x,” but a few weeks of following the interaction of “x” with your PPC ads may teach you the exact opposite.
Google Analytics is great for following user interaction, but the data you can gather from PPC performance is so much more closely targeted and indicative of user interest.
PPC can also help you uncover keywords that you should (and should not) be targeting organically, based on how you see users interact with (or again, not interact with) your ads.
2. PPC helps you build a book of leads
Every time a user clicks on your ads, you’ve just earned a lead that you can either remarket to or use to refine your organic strategy.
Yes, it’s unfortunate to have to pay for that information, especially if the lead doesn’t convert through the ad, but nothing good in life comes free.
PPC can also be used to help build local leads, even if they don’t click on your ads. This one you’ll have to take on faith, though, because if someone sees your ad for a local search and doesn’t click, you’ll never really know if the same user visits your website.
But doubtless, in some instances, they do.
3. Build brand clout
Here’s the great thing about PPC. It helps your visibility improve, almost in spite of the 90% or so users that intentionally scroll past the ads.
When a user sees and recognizes your ad, whether or not he or she clicks or intentionally doesn’t click, that person has just been exposed to your brand.
And, for better or for worse (better, for your online store), that person is going to subconsciously recognize your brand from that point.
So, in a way, PPC helps build brand exposure even if the campaign doesn’t generate a lot of money. Some PPC strategies are actually predicated on building brand exposure and not even on revenue.
4. You can potentially show up twice in the search results
You can’t really show up twice in the search results organically unless one of your listings is nested under the main page. But you can buy a second spot, in the ads.
That gives your domain or landing page the ability to show up twice on the search engine results pages. Mathematically, that doubles your chances of getting clicked.
In fact, it can be argued that your chances of being clicked (and earning a conversion) increase because it’s impressive to see the same listing show up twice in the search results.
Better make sure your landing pages are optimized, then.
And That, Folks, Is Why You Should Hire an eCommerce SEO Specialist That Does Both
As you can see, eCommerce PPC and SEO work together and PPC actually directly benefits SEO. That’s why it’s valuable to work with an eCommerce SEO specialist that can provide SEO services as well as eCommerce PPC management.
Work with 1DigitalⓇ Agency (1DigitalAgency.com). For over ten years, they’ve specialized in eCommerce SEO and PPC and have served hundreds of clients in countless industries. Visit their website for more information or get in touch with them directly at 888-982-8269.