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Using PPC Data to Power Organic Content Planning
When it comes to putting an effective digital marketing strategy in place, there are often two strategies that you may need to drive traffic to your website; Pay Per Click (PPC) advertising and search engine optimisation (SEO). You may think these are competing strategies, but you can use your PPC campaign data to complement your organic content planning.
Think about it, your ranking in search results is more authoritative, as ranking happens through the creation of valuable content, while following SEO best practices. As a result, organic results are more likely to be clicked on, as they are relevant, located at the top of search engine results pages (SERPs). This means your organic content strategy must be targeted to the most common questions, motivations and challenges of your audience.
Looking at PPC, on the other hand, it provides instant results. Campaigns enable you to select keywords to bid on, bid amounts, along with creating a great advert and landing page.
Now you can combine the strength of your PPC campaign data to help you with your organic content planning.
You can use your PPC data in your organic content planning, and vice versa. PPC metrics can help to guide you with keyword selection, along with topic brainstorming, while understanding your audience.
You can take keywords from your best performing PPC advert copy and add it to your organic content planning. PPC provides you with what you need to create attention grabbing titles, meta descriptions and copy without additional testing.
When you carry out a successful PPC campaign you conduct A/B testing, trying different variations of an advert from different titles to different images. Your highest performing campaigns data can be used to enhance your content strategy.
At Genie Crawl, we recommend you consistently revisit your PPC campaigns, checking analytics and optimising your adverts to get the most out of your organic content and paid placement on Google.
It's always important to remember your digital marketing campaign is as unique as your business, a one size fits all approach doesn't work. If you want to determine what efforts to implement to improve organic website traffic, you can use your PPC data to help guide you, helping you understand your audience, their pain points, and preferences. If you need help with your PPC or organic content strategy, Genie Crawl is here to assist. Contact us today to find out how.
Genie Crawl carried out a detailed SEO audit for my tutoring website and explained everything in a clear and understandable way. I hired them straight away and since then I have seen a noticeable improvement in the traffic and leads coming to my website.
Awesome service, Tony and the team have been great with completing our website and meeting all the deadlines we set. They have lots of bright ideas and created so much value to our business. Our search engine rankings are now on the first page of the Google! We wouldn't have managed this without you guys!
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Genie Crawl has helped massively with my rankings as a business owner using SEO. My business is doing very well now, all thanks to them!
Genie Crawl is a very efficient company to work with; they were clear on what they felt they could offer and assisted me in improving my SEO rankings.
GenieCrawl was recommended to me for their SEO optimisation services and they have been great to work with. Our traffic jumped straight away and our business has gone from strength to strength thanks to their support.
I was really struggling to get my SEO ratings higher for my business, and my website noticed on google. Thanks to GenieCrawl and their excellent service and SEO knowledge, I was able to increase my rankings sufficiently and am now reaping the benefits of their optimizations. I would highly recommend their service if you are struggling with SEO rankings as I was.
As a new business start up we needed help driving traffic to our website. In all fairness this was an area we were all pretty clueless on. Genie Crawl have been invaluable to us and undoubtedly have been a driving force to increasing sales. They are always there with helpful advice when we need them. Thanks!
I was a little skeptical about hiring a company to help with the SEO for my website, but I am over the moon with my decision to work with Genie Crawl. They have really increased the traffic to my website and I would highly recommend them to everyone!
Fantastic company. They've been essential in getting us the business that we need. Would completely recommend. We've really found that our rankings have gone through the roof. SEO experts for sure! A+
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