How to Combine SEO and SEM for Your Marketing Campaign to Ensure Success

how to combine SEO and SEM for your marketing campaign: SEO vs SEM

There are numerous ways in which SEO and SEM efforts complement each other, and lead to a more successful strategy. We will discuss how to combine SEO and SEM for your marketing campaign to ensure success.

How to Combine SEO and SEM for Your Marketing Campaign


It is tempting to reduce your business’s PPC efforts once a search term ranks number one.

However, keep in mind that the top two or three results on most SERPs are PPC ads.

Share Keyword Data

Running organic and PPC campaigns simultaneously allows you to double the data to analyze.

You can determine which organic and PPC keywords have the highest conversion rate, using this information to optimize your overall strategy.

Use Best Performing PPC Ad Copy to Inform Your Organic Content Strategy

Often times, what works for PPC works for SEO as well. When determining which PPC ads result in the most conversions, you will be able to get a good idea on how to create the following:

  • title tags
  • meta descriptions
  • page content for the pages that you want to rank organically

The advantage of using PPC ads to test page attributes is the immediacy of the results. You will know pretty quickly what works and what doesn’t, while organically testing titles and metas can take a long time.

Integrating eCommerce Feeds it SEM Strategy

Google allows you to link specific product pages to PPC ads. The ad will feature the following:

  • the product
  • reviews
  • take the consumer directly to the product page

Use Site Search Data to Inform PPC Keywords

The main goal of SEM advertising is to figure out which keywords your customers use to find your product or service.

Enabling site search on your site and analyzing the common terms can give valuable insight into your customers’ needs and search habits.

Combat Negative PR

Every now and then, someone will say something negative about your company. It happens, and when it does, SEM and SEO efforts can be great damage control.

The principle is similar to visibility. You can guide the conversation more effectively if you control the SEO and PPC results for a certain term. For example, during the Gulf oil spill, BP paid for PPC ads linked to keyword ‘oil spill’. The PPC ad led to a page on BP’s website about the cleanup effort. BP wanted to ensure that whenever someone searched ‘oil spill,’ their PPC ad was at the top of the list. This technique can help tell your side of the story.

Social Media Visibility

Websites such as Facebook, LinkedIn and YouTube (owned by Google) can serve up ads targeted to incredibly specific groups of people. Using Facebook user profile information, it is possible to show an ad only to 22-year-olds living in Kansas City who are interested in motorcycles and horticulture. While it may be a small group, it’s precise.

The data you gather from these campaigns may uncover granular details about your target audience, and assist in refining your overall SEO strategy.

Test Strategic Organic Keywords with PPC

PPC ads are a great way to refine your organic keyword strategy. As your long term organic keyword strategy evolves, you can test the conversion rate of the words you want to rank for with PPC ads.

You will receive immediate feedback on the effectiveness of the organic keywords you’re after, and you can then fine tune your strategy accordingly.


These are just the basics on how to combine SEO and SEM for your marketing campaign. Centennial Arts key is available to assist you with ongoing web strategy, including guidance with SEO keywords and phrases research, email marketing, social media and content for your website. Contact us with the link below to get started on marketing for your website today!

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