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Jared Hamilton
From: Jared Hamilton
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JD Rucker

JD Rucker Founder

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The Non-Existent SEO Value of PPC

Killing Two Birds with One Stone

Have you ever wondered why PPC and SEO are often separated. Even in companies that offer both, they usually treat them as two separate entities, stating that the practices that work in PPC are different from the practices that work in SEO. We beg to differ.

Much of PPC is driven by Quality Score. This means that the keyword, the ad, and the page that you send them to should all match up and bring value to the person doing the search.

Much of SEO is driven by relevance of content. This means that the keyword, the organic listing, and the page you send them to should all match up to bring value to the person doing the search.

Do you see what I'm getting at?

Google has stated over and over again that presence of a PPC spend has no effect on how well a website ranks organically. For years, companies in the automotive industry claimed that it did. Lately, there has been a reversal since there's so much content out there that demonstrates that the two do not correlate. As a result, companies have used that as a reason to now separate out the two.

The problem is that the correlations existed, just not in the way that was being preached. A page that's strong for SEO will also be strong for PPC from a Quality Score perspective. With this established, the only remaining piece to the puzzle is making the pages both valuable from a content perspective as well as strong from a conversion perspective. We believe we have this concept nailed, but that's something for our own blog.

Here, I'd like to encourage dealers who are doing their own PPC to think within this principle as they build pages. Sending everyone to the VDPs or SRPs is a popular strategy, but I believe it behooves you to do some testing. Building strong landing pages that work for SEO, PPC, and conversion may be your best bet. Does it require more work? Yes. Does it yield better results? Absolutely.

The SEO value of PPC is non-existent in our industry because it takes work, not because it can't or shouldn't be done.

We're talking about two separate strategies that have the same goals (traffic, leads, and sales) that play in the same basic venue. Don't you think they should be working together?

Alex Lau
Google lies about everything (correlation between paid and organic) to keep things convoluted. SEOs, just too much bad information out there to trust the masses. Test it yourself, is my suggestion. http://www.drivingsales.com/blogs/jdrucker/2015/07/09/straight-to-inventory-versus-landing-pages-ppc There's loads of overlap, as you've suggested. Especially in understanding which keywords convert the best. It's no secret that landing pages convert better, but that is highly dependent on the UX and the platform. I think both of these options do work, but they had better be usable. I see far too many landing pages and SRPs that function poorly (lack of clear calls-to-action and cleanliness) and shambolic looks. Ranging from broken pages to lack of mobile adaption (both adaptive and responsive). Make sure to do research and analysis on which ads convert better, in the first place. Let actual live data suffice for which works best. There are quite a few lovely mechanisms that drive inventory data (parse) the information to create the ad. Very handy!

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