In order to make the most of the synergies between SEO and SEA, we first need to understand the exact difference between the two disciplines.
PPC offers direct visibility and allows us to generate immediate traffic. By optimizing PPC campaigns, we can quickly determine which goals we can achieve and how many conversions we can achieve. It's a highly calculable channel. In contrast, SEO is a long-term channel that requires time and investment. Although SEO doesn't deliver immediate results, the most commonality between both channels is user intent . Therefore, we need to invest in content, user experience, and the technical platform to achieve good long-term results.
However, SEO is less numbers-driven than SEA and is subject to the Google algorithm, malta phone number data which isn't publicly visible, and to Google updates that continually change requirements. Because of these updates, which can never be predicted, it's not always possible to say exactly how the Google algorithm works in detail. We have to rely on our experience here, and although we know which factors are important, we can't say exactly how they interact with each other. While SEO is generally not as predictable and numbers-driven as the SEA channel, it can still achieve very good results in the long run.
Tips for getting started
SEO or SEA? It's not necessarily better to favor one channel over the other, but rather consider both disciplines from the outset and think of them together . SEO offers long-term results, but requires patience. For quick learnings and to test demand for a new product, it usually makes sense to start with SEA. Once good SEO rankings and organic traffic are achieved, the SEA budget can be adjusted accordingly.
Furthermore, it's a good idea to use the values and prioritizations from SEA to optimize your own content strategy. For example, e-commerce companies can compare different categories based on their demand, shopping cart volume, and conversion rates and build their content strategy accordingly. It can be useful to prioritize topics that have low demand but high conversion rates.
The right order for content creation
In general, when creating content, it's worth focusing first on the topics that generate the most conversions. However, you shouldn't rely on search volume, as is often the case with SEO, but rather use the results from SEA to determine the topics that actually lead to sales. So, the question isn't where the traffic comes from, but where sales are actually generated. To achieve the greatest possible benefit, the order of content creation should also be adjusted accordingly.
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