How can PPC Campaign be utilized to optimize SEO Campaign?

Q: Are there any data points that SEO campaign can take and use from a successful PPC campaign that is targeted on the same keyword segments?

A: If you are already running a successful PPC campaign, a brief analysis of it can help in strategizing and improving your SEO campaign.

Here are a few ways of doing it:

PPC is more nimble than SEO and testing different keywords, gaining top visibility is rather quick. You can identify the PPC keywords that are driving best traffic to your site & revolve your SEO campaign around them.
In any segment, there are certain types of keywords – one that do better for SEO and others that do better for PPC. For example, keywords that have a commercial intent or money keywords perform well on paid search because Google gives all the above-the-fold space to ads. If a keyword has an informational intent, it will do better in SEO. By using both together, you can have a better reach in organic and paid results.
The conversion rate from a SEO content piece is usually around 3%. However, you can target those visitors and perform remarketing on the Google Display Network. This might double your conversion rate.
Companies spend a lot of time and resources on developing content but only a few people read it. By using promoted/sponsored posts and paid social options on Twitter, Facebook, and LinkedIn, you can increase the number of visits to the content page.

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Navneet Kaushal

The author is a first generation entrepreneur. He is the founder and CEO of India’s most award winning SEO Agency, PageTraffic. He also works as an advisor and consultant with many large companies. He helps value-conscious businesses build site traffic increase the user base, and boost web sales and bolster customer satisfaction. He can be reached @navneetkaushal on Twitter