Back in September 2021 we worked in partnership with ABTA to deliver a day covering many different elements of digital marketing.

Firstly the team covered how SEO and PPC can work effectively together to maximise your success in reach, engagement and ultimately, conversions. CEO Andy took to the (virtual) stage alongside our Head of SEO.

Quick explanation

Search Engine Optimisation involves making changes to your website that result in better visibility in search engines such as Google, increased organic traffic and increased organic conversions.

Pay Per Click marketing allows us to show our website against the phrases that we want to appear for – and we only pay when someone clicks!

PPC
is an auction; the more you bid, potentially you will be higher up the listings BUT, your website experience can save you money!

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How it all works together

Don’t think PPC & SEO - think search!

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Adopting the right strategies will allow you to remain agile and keep up with change as travel recovers.

  • During the build up to high search demand, increase intensity of SEO campaigns in priority areas
  • Plan your strategy with a key goal (bookings!) & build around it

  • Knowing when to implement different tactics is as important as knowing who to target

How SEO and PPC can work effectively together

Watch the full presentation

Working together in harmony

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  • If commercially viable use PPC to support SEO
  • Use PPC to fill in organic downturn temporarily until rankings are restored
  • Inform SEO strategies with PPC data
  • Likewise, share the PPC data with the organic team
  • Inform SEO about opportunities
  • Focus SEO on keyword sweet spots by reviewing the following:
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"Use ad copy A/B testing to inform meta titles"

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Key PPC/SEO takeaways

Use keyword level insights

Use your PPC data on click through rates and conversion rates to better understand the value of a keyword to target within SEO.

A/B test messaging

Use PPC ad copy A/B testing to understand what drives a higher CTR and use that within organic meta titles and descriptions.

Shift where efficiency requires it

Where there are PPC opportunities but cost inefficient – pass that data back to organic so that you can build a keyword strategy around these and maintain presence

Inform your PPC strategy from organic volume

Sharing data works both ways – if we see trends in organic suggesting intent levels are increasing, use PPC to capitalise on this

Read more in our series of articles:

If you've found this article insightful, next up we'll be sharing more expert advice from the day about 'optimising your site to achieve better SEO results', so make sure you look out for our next blog. Or subscribe to our newsletter to receive the latest updates in your inbox (see the form at the bottom of the page).

If you'd like to speak to the team about any aspect of digital travel marketing, get in touch now, we'd be happy to help!

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Claire Ralston

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Claire is responsible for our own marketing, from arranging our sold out events like Attention and 20:20 digital debates, to keeping our subscribers informed via the monthly ...