So here we thought we’d highlight what search marketers had to say about PPC and SEO in 2014.įrenemies? How SEO & PPC Complete Each Other Heading into the New Year, a more profitable and enlightened enterprise search strategy should consider how to corral paid (PPC) and organic (SEO) team efforts for a greater share in the search engine result pages (SERPs) and smarter resource allocation. PPC” this past year, with many search marketing thought leaders arriving at the same conclusion: they need to learn to get along as one not only complements the other, but improves its performance.Īt the BrightEdge blog, when your organization’s paid and organic search teams are competing rather than collaborating, it makes for a no-win overall in terms of search performance and ROI with redundant - and sometimes counterproductive - efforts. The second graphic shows the portion of keywords in which Nike has an SEO and PPC presence.There was much discussion about “SEO vs. With Nike, organic traffic is much more important than that generated by AdWords. The first graphic shows the evolution of SEO, PPC and SEM traffic. This is still estimated relative traffic, that is to say traffic related to the tracked keyword and based on an estimated click rate.

Next we will compare the evolution of the traffic for each technique and find a total. Nike is ranked for 232 keywords in both SEO and AdWords, 364 out of 392 of which are covered, for a 92% attendance rate on all tracked keywords. In Myposeo Insights, you can see the SEM attendance rate, the number of unique keywords and the number of keywords for which you have dual positioning.

As 80% of Nike’s ads were displayed at the top of the page, it makes sense to use the top 10. In the tool, you can switch between the top 3 and top 10 for paid searches. On the other side, we see that in AdWords, the keywords ranked in the top 3 or top 10 vary depending on the number of AdWords displayed in the search. We then compared the ranking distribution between the two techniques.įor organic searches, we will look at the number of keywords ranked first, second and third, then fourth through tenth. For AdWords, Nike has bought 268 keywords, notably brand keywords, and has an average position of 1.2. In terms of SEO, the average position is 3.8 and the estimated traffic is 66,570. In this example, using, we are tracking 392 keywords in both AdWords and SEO. They also display those that are not ranked. Using these indicators, the tool can then estimate the traffic generated by each of the keywords using SEO and AdWords.īy combining the data, the tool provides an overview of your visibility, namely the number of keywords present on the first page, the ranking of the tracked keywords in SEO & PPC and the keywords that benefit from dual positioning.

For both techniques, the tool compares the attendance rate, estimates the click rate and evaluates the search volume for the keywords. The two tools are kept separate because of the frequency and the different keywords collected. In order to get combined tracking data and an idea of the dual visibility for a site, you must use the same keywords in the SEO and PPC tracking tools. An average total visibility for the day is then calculated. For PPC tracking, the tool checks the Ads ranking on the first page 6 times per day (every 4 hours.) This is due to the fact that AdWords results are much more changeable than organic search results. By default, with SEO tracking, keywords are queried daily, which is crucial when you are ranked on high-traffic keywords. Our “Myposeo Insights” solution lets you track your SEO and AdWords keywords. We will demonstrate how Myposeo Insights can help guide your SEO/PPC strategy. Is dual positioning necessary in order to remain visible? Is it necessary to buy keywords for which you are already well positioned in terms of SEO? Is it worthwhile to buy the name of your own brand on AdWords when you’re already the first organic search result? Might AdWords ads attract traffic we could have gotten for free through SEO? This brings several questions to mind: While you might be able to ignore AdWords for desktops, it is impossible to ignore for mobile devices.Īmong experts, we often refer to AdWords’ “cannabalisation” of organic results. AdWords ads are often enhanced by reviews and site links that take up more and more space. However, for some searches, as phone screens are smaller, organic search results might be completely hidden due to AdWords ads located at the top of the SERP. According to studies, the click rate for the top SEO result seems to be essentially the same on both devices. You might also be wondering whether the click rate differs from mobile to desktop.

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