Using SEO & PPC Insights to Improve Your Digital Marketing Conversions in Both Channels

Gus Pelogia photoIntro from Steve: I don’t often publish guest posts on SEOno, and in fact I’ve only ever published two (way back in 2013), but my buddy Gus approached me about using this post as a guest post and – given that it’s related to his recent Cardiff SEO Meet talk – I thought it made a lot of sense. Over to you, Gus…

If you work in one specific digital marketing area such as SEO, PPC, content, social or even in related jobs such as designer or brand manager, chances are that you had a conflict with someone from other departments. Each department tends to have such specific views on how things should look and what’s best for the business and clients that it’s hard to not be protective sometimes.

Obviously, this is an exaggeration, but you probably can relate to this infographic made by the Digital Marketing Institute.

Taking a step away from your role, we know everyone contributes to a good digital marketing strategy. SEO brings traffic at no cost, PPC allows you to convert quickly, brand managers protect and improve how people perceive your brand, a designer makes a website you can navigate well and trust… You get the picture.

Here at Wolfgang Digital, we’re big on integration – in fact, it’s one of our company pillars. As per my talk during Cardiff SEO Meet in March, here are a few ways to integrate SEO and PPC, whereby instead of viewing them as two separate department, you can learn from each other to ultimately improve your KPIs.

How much would your SEO traffic cost… if you had to pay for it

SEO is a difficult channel to prove ROI. A lot of our work gives a return in the long run, so clients tend to be more sceptical investing, only to have to wait several months before you can demonstrate results.

Once you start getting results, you can show how much traffic and conversions have improved – but it’s also possible to show how much money you saved in the process. How so? Just calculate how much they’d have to pay for this traffic with PPC.

I know we don’t have the same data as PPC, so you can take a sample from Google Search Console (tip: use their API and get up to 5,000 keywords instead of 1,000 from the basic interface). Then multiply your traffic by the CPC cost from your own Google Ads data. It’s much better if you can use the actual numbers (the estimations from the Keyword Planner tend to be off), just put them on a spreadsheet, use a VLOOKUP formula to match the keywords and find out how much money was saved.

Use your high PPC converters to find the best focus for SEO

How do you know the best keywords and topics to prioritise? Sure, search volume is one place to start, but aren’t conversions even better? I’m an SEO, so moving rankings and increasing traffic makes me proud, but my client wants to know how many leads or products I helped them to sell.

If you’re unsure where your efforts would have most impact, here’s an idea: compare which PPC keywords are bringing conversions but where your organic rankings are poor – Anything from page 2 onwards is a great place to start.

The way to merge this information is the same as the point above: do a VLOOKUP on Excel to match the keywords. You need a keyword tracking tool for your rankings, so pick your favourite. I use a few paid tools that can do the job, but for something quick where you just want to pick the current rankings once, try this free tool created by RankTank.org (no registration needed and you can get your rankings via Google Sheets in seconds)!

You’ll have a table like this one:

Better crawling affects your PPC too

Crawling has been a hot topic in SEO over the last years. Can Google find your important pages easily, do you link your important pages well internally? What isn’t discussed as much, is how crawling can also influence PPC. This was a theory we had at Wolfgang and although no Google rep confirmed, we were encouraged to test and see.

Our theory was, if Google can crawl your website more effectively from an SEO perspective, this should be the same for PPC. We tested this for one of our clients, DID Electrical. The first step was an audit and a not-so-common case where the client managed to quickly implement the most urgent technical tasks required on their website.

Paid ads costs are (among other things) based on your quality score, and the higher the score, lower the cost per click. We started tracking the quality score with a script and this is what happened:


Four weeks later, the quality score moved from 9.1 to 9.5! This meant the average CPC went down by 21% and the audit paid for itself in just a month, not even considering yet the benefits for SEO. This was part of our winning Best Integrated Digital Campaign at the DMA’s in Ireland in 2019.

Do you want more?

There are many more ways to integrate SEO, PPC and other channels. If you want more inspiration, I wrote an in-depth blog post called SEO and PPC Best Friends: 7 Ways to Uncover and Integrate Your Data. In fact, all channels can hang out and be best friends.

Best of luck and happy integrating!

Author bio

Gus Pelogia is an SEO Specialist at Wolfgang Digital, a digital marketing agency in Dublin, Ireland. Follow Gus on Twitter: @pelogia.

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