{"id":639600,"date":"2024-09-25T17:00:00","date_gmt":"2024-09-25T14:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/how-to-maximize-ppc-and-seo-data-with-co-optimization-audits\/"},"modified":"2024-09-25T17:00:00","modified_gmt":"2024-09-25T14:00:00","slug":"how-to-maximize-ppc-and-seo-data-with-co-optimization-audits","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/how-to-maximize-ppc-and-seo-data-with-co-optimization-audits\/","title":{"rendered":"#How to maximize PPC and SEO data with co-optimization audits"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a2e636acaaa9\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a2e636acaaa9\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-maximize-ppc-and-seo-data-with-co-optimization-audits\/#Break_down_the_silos_between_paid_and_organic_search_Discover_how_co-optimization_audits_help_you_uncover_valuable_insights\" >Break down the silos between paid and organic search. Discover how co-optimization audits help you uncover valuable insights.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-maximize-ppc-and-seo-data-with-co-optimization-audits\/#Why_should_you_do_an_SEO-PPC_co-optimization_audit\" >Why should you do an SEO-PPC co-optimization audit?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-maximize-ppc-and-seo-data-with-co-optimization-audits\/#How_to_do_a_co-optimization_audit\" >How to do a co-optimization audit<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-maximize-ppc-and-seo-data-with-co-optimization-audits\/#Combining_data\" >Combining data<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-maximize-ppc-and-seo-data-with-co-optimization-audits\/#Identifying_keyword_gaps\" >Identifying keyword gaps<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-maximize-ppc-and-seo-data-with-co-optimization-audits\/#Evaluating_true_ad_incrementality\" >Evaluating true ad incrementality<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-maximize-ppc-and-seo-data-with-co-optimization-audits\/#Going_beyond_keywords\" >Going beyond keywords<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-maximize-ppc-and-seo-data-with-co-optimization-audits\/#Page-level_optimizations\" >Page-level optimizations<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-maximize-ppc-and-seo-data-with-co-optimization-audits\/#Conversion_data\" >Conversion data<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-maximize-ppc-and-seo-data-with-co-optimization-audits\/#High_CTR_copy\" >High CTR copy<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-maximize-ppc-and-seo-data-with-co-optimization-audits\/#Dont_stop_there\" >Don\u2019t stop there<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Break_down_the_silos_between_paid_and_organic_search_Discover_how_co-optimization_audits_help_you_uncover_valuable_insights\"><\/span>Break down the silos between paid and organic search. Discover how co-optimization audits help you uncover valuable insights.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nWhat if I told you that some of the best SEO insights don\u2019t come from organic search data alone? <\/p>\n<p>When SEO data is viewed in isolation, it only explains what\u2019s h<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>ening in the organic search channel.<\/p>\n<p>However, in reality, businesses relying on SEO are supported by multiple channels. <\/p>\n<p>Often, <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/docs.google.com\/document\/d\/1CrhXPlGNH9SFqCLqDBEQHAJ4gbqb7IhdW5UMRKCNzuU\/edit\">PPC<\/a> and SEO are treated separately, which reduces efficiency and leads to missed opportunities.<\/p>\n<p>This article outlines our agency\u2019s process for conducting a co-optimization audit, combining SEO and PPC data to uncover insights for a more holistic, full-funnel approach. I\u2019ll also share strategies to help you take this method of holistic search even further.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-why-should-you-do-an-seo-ppc-co-optimization-audit\"><span class=\"ez-toc-section\" id=\"Why_should_you_do_an_SEO-PPC_co-optimization_audit\"><\/span>Why should you do an SEO-PPC co-optimization audit?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Both SEO and PPC target the same searchers and operate in the same search landscape. By taking a holistic approach, you can achieve better results for your business.\u00a0<\/p>\n<p>Paid search provides SEO with valuable data not available elsewhere, while SEO enhances paid search through on-site and off-site optimizations that boost overall performance.\u00a0<\/p>\n<p>Combining these efforts creates a more effective search strategy.<\/p>\n<p><strong><em>Dig deeper: SEO vs. PPC: Differences, pros, cons &amp; an integrated approach<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-how-to-do-a-co-optimization-audit\"><span class=\"ez-toc-section\" id=\"How_to_do_a_co-optimization_audit\"><\/span>How to do a co-optimization audit<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>We\u2019ll cover how to conduct this audit when you have first-party data for both channels, but many of these ideas can still apply even if you don\u2019t have access to paid data.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1000\" height=\"860\" alt=\"Doing an SEO-PPC co-optimization audit\" class=\"wp-image-446909\" style=\"width:600px\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Doing-an-SEO-PPC-co-optimization-audit.png.webp 1000w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Doing-an-SEO-PPC-co-optimization-audit-393x338.png.webp 393w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Doing-an-SEO-PPC-co-optimization-audit-698x600.png.webp 698w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Doing-an-SEO-PPC-co-optimization-audit-131x113.png.webp 131w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Doing-an-SEO-PPC-co-optimization-audit-768x660.png.webp 768w\" data-lazy-sizes=\"(max-width: 1000px) 100vw, 1000px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Doing-an-SEO-PPC-co-optimization-audit.png.webp\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1000\" height=\"860\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Doing-an-SEO-PPC-co-optimization-audit.png.webp\" alt=\"Doing an SEO-PPC co-optimization audit\" class=\"wp-image-446909\" style=\"width:600px\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Doing-an-SEO-PPC-co-optimization-audit.png.webp 1000w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Doing-an-SEO-PPC-co-optimization-audit-393x338.png.webp 393w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Doing-an-SEO-PPC-co-optimization-audit-698x600.png.webp 698w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Doing-an-SEO-PPC-co-optimization-audit-131x113.png.webp 131w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Doing-an-SEO-PPC-co-optimization-audit-768x660.png.webp 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\"><\/figure>\n<\/div>\n<h3 class=\"wp-block-heading\" id=\"h-combining-data\"><span class=\"ez-toc-section\" id=\"Combining_data\"><\/span>Combining data<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>To uncover insights between paid and organic, you\u2019ll need to combine the data first. Though there are many options, we\u2019ll focus on two ways to do this.<\/p>\n<p><strong>Power BI<\/strong><\/p>\n<p>Power BI is a free and powerful tool for combining and visualizing data effectively. Our team uses it to merge data when we don\u2019t have direct access to Google Search Console and Google Ads.<\/p>\n<p>To do this, export your search query report from Google Ads and the same date range from Google Search Console. You can also include page data. But for this analysis, we\u2019ll focus mainly on queries.<\/p>\n<p><strong>Google Ads paid and organic report<\/strong><\/p>\n<p>The paid and organic report in Google Ads shows which search terms boost your site\u2019s visibility. You need specific permissions and link Google Search Console with Google Ads to use it.\u00a0<\/p>\n<p>Once connected, the report shows terms that triggered your paid ads, appeared in organic search, or both.\u00a0<\/p>\n<p>By comparing this data side by side, you can assess the performance of your paid and organic search efforts.\u00a0<\/p>\n<p>While organic conversion data isn\u2019t available, the report can reveal gaps where high-converting keywords have little organic traffic, presenting opportunities for further optimization.<\/p>\n<p>Here\u2019s a look at that report:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"727\" alt=\"Google Ads paid and organic report\" class=\"wp-image-446912\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-paid-and-organic-report.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-paid-and-organic-report-600x273.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-paid-and-organic-report-800x364.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-paid-and-organic-report-200x91.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-paid-and-organic-report-768x349.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-paid-and-organic-report-1536x698.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-paid-and-organic-report.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"727\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-paid-and-organic-report.png.webp\" alt=\"Google Ads paid and organic report\" class=\"wp-image-446912\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-paid-and-organic-report.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-paid-and-organic-report-600x273.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-paid-and-organic-report-800x364.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-paid-and-organic-report-200x91.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-paid-and-organic-report-768x349.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/Google-Ads-paid-and-organic-report-1536x698.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p>Ad metrics like clicks, impressions and average cost per click give you insights into how often people see and engage with your ads.<\/p>\n<p>For organic results:\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li>Organic clicks show how often people click your site\u2019s unpaid listing.<\/li>\n<li>Organic queries count how many times your site shows up in searches.\u00a0<\/li>\n<li>Organic clicks\/query shows the average number of clicks per search.\u00a0<\/li>\n<li>Organic listings\/query shows how often your site appears per query.<\/li>\n<\/ul>\n<p>In combined metrics:<\/p>\n<ul class=\"wp-block-list\">\n<li>Ads and organic clicks represent all clicks from both ads and organic results.<\/li>\n<li>Ads and organic queries count the total searches that triggered either.\u00a0<\/li>\n<li>Ads and organic clicks\/query gives the click-to-query ratio for both.<\/li>\n<\/ul>\n<p>Google\u2019s help article, \u201c<a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/support.google.com\/google-ads\/answer\/3097241?hl=en#:~:text=The%20average%20amount%20you%20pay,by%20the%20number%20of%20clicks.\">About measuring paid and organic search results<\/a>,\u201d  explains all the available metrics in this report.\u00a0<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-identifying-keyword-gaps\"><span class=\"ez-toc-section\" id=\"Identifying_keyword_gaps\"><\/span>Identifying keyword gaps<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The focus of our co-optimization audit is to recommend changes in approach in the following areas.<\/p>\n<p><strong>No paid or organic visibility<\/strong>\u00a0<\/p>\n<p>One of the first places to look for paid and organic synergies is in queries where the brand lacks visibility in both channels. Assuming these keywords are those you want to show up for, you\u2019ll want to consider ways to pursue them.\u00a0<\/p>\n<p><strong>Strong organic visibility: Top 5 high-ranking non-brand keywords\u00a0<\/strong><\/p>\n<p>Identify non-brand keywords that rank in the top five positions with high search volume and optimize them using a mix of paid and organic strategies.\u00a0<\/p>\n<p>The goal is to dominate the top of the SERP, which can lead to more clicks than either channel would achieve on its own.\u00a0<\/p>\n<p>People tend to trust brands that consistently appear at the top. When your brand shows up multiple times on a SERP, it signals authority and reinforces that you are the best choice for that product or service.<\/p>\n<p><strong>Low organic visibility<\/strong>\u00a0<\/p>\n<p>Focus on high-volume keywords that rank on Page 2 or lower to determine if paid search can enhance visibility.<\/p>\n<p>SEO typically takes time to show results and teams often invest hundreds of thousands of dollars pursuing certain terms without a corresponding budget for paid search.<\/p>\n<p>Meanwhile, paid search teams may identify SEO keyword targets and think, \u201cWe should be appearing for this; we have XYZ as a broad or phrase match.\u201d<\/p>\n<p>However, just because we\u2019re eligible for those terms in the auction doesn\u2019t mean we\u2019re investing enough in them.<\/p>\n<p>It\u2019s crucial to take your best-performing keyword portfolio and allocate a significant portion of your ad spend to those terms.<\/p>\n<p>The only caveat is that if you\u2019re tracking many informational terms or thousands of keywords, you must pinpoint the top ones for your paid search focus.<\/p>\n<p><strong>Competitor visibility<\/strong><\/p>\n<p>Examine competitor rankings for important keywords to address their advantages through paid efforts.<\/p>\n<p>Observing where competitors excel in paid search can offer valuable insights for SEO strategies.<\/p>\n<p>Similarly, identifying keywords where competitors rank highly but you do not can reveal meaningful opportunities for your paid search team to target.<\/p>\n<p><strong><em>Dig deeper: 7 reports SEO and PPC can use to help each other succeed<\/em><\/strong><\/p>\n<h3 class=\"wp-block-heading\" id=\"h-evaluating-true-ad-incrementality\"><span class=\"ez-toc-section\" id=\"Evaluating_true_ad_incrementality\"><\/span>Evaluating true ad incrementality<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>For keywords where the brand ranks in positions 1-3, the co-optimization process evaluates whether allocating additional ad spend would generate incremental ad clicks (based on <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/static.googleusercontent.com\/media\/research.google.com\/en\/\/pubs\/archive\/37161.pdf\">Google\u2019s old incrementality study<\/a>).<\/p>\n<p>Additionally, there may be opportunities to redirect paid spend in areas where organic rankings are already strong.<\/p>\n<p>While these strategies may seem contradictory, they highlight the importance of continuous testing.\u00a0<\/p>\n<p>Although the Google study suggests spending on keywords you already rank for is highly effective, our data indicates that this is not always the case.\u00a0<\/p>\n<p>To address potential paid search cannibalization, we analyze situations where clients might be bidding on uncontested auctions \u2013 meaning they are the only ones paying for clicks, which would likely go to organic results anyway.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>Top 7 Google Ads and SEO synergies you should act upon<\/em><\/strong><\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-going-beyond-keywords\"><span class=\"ez-toc-section\" id=\"Going_beyond_keywords\"><\/span>Going beyond keywords<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Our standard SOP analysis for co-optimization focuses solely on keyword targets and the overlap in how we optimize for visibility.<\/p>\n<p>That said, there are several other places that synergies exist between these two channels.<\/p>\n<p>As you think about executing your own co-optimization auditing, here are some of the other areas you\u2019ll want to consider.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-page-level-optimizations\"><span class=\"ez-toc-section\" id=\"Page-level_optimizations\"><\/span>Page-level optimizations<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Incorporating your PPC campaign\u2019s target terms directly onto the landing pages can significantly enhance performance.<\/p>\n<p>Users expect a strong connection between their search query, the ad they click on and the page they land on.<\/p>\n<p>Unfortunately, many PPC marketers focus solely on the platform and neglect to make necessary changes to the website.<\/p>\n<p>This is where SEO plays a crucial role in ensuring that target keywords align with the content on the page.<\/p>\n<p>In one experiment, which we turned into a case study, we hypothesized that aligning SEO and PPC keywords would improve ad quality scores and reduce cost-per-acquisition (CPA).<\/p>\n<p>Although the quality scores remained unchanged, we observed substantial reductions in cost-per-click (CPC) for most aligned keywords, with some experiencing drops of 50-100%.<\/p>\n<p>Despite the lack of impact on quality scores, this alignment effectively lowered overall campaign costs, helping us achieve broader objectives.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-conversion-data\"><span class=\"ez-toc-section\" id=\"Conversion_data\"><\/span>Conversion data<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>If you\u2019ve been involved in SEO since before 2012, you likely remember when we had access to keyword-level data for every organic search term.\u00a0<\/p>\n<p>Unfortunately, that level of detail is no longer available to SEOs, but we can still turn to paid search for this valuable data.\u00a0<\/p>\n<p>In our co-optimization audit, we don\u2019t focus on keywords that convert, as we address those earlier in our keyword research process.\u00a0<\/p>\n<p>However, it\u2019s wise to analyze which keywords drive the most conversions in Google Ads and ensure that your SEO strategy prioritizes those keywords.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-high-ctr-copy\"><span class=\"ez-toc-section\" id=\"High_CTR_copy\"><\/span>High CTR copy<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>You should be mining your PPC campaigns for high click-through rate (CTR) headlines and descriptions.\u00a0<\/p>\n<p>Apply these successful elements to your meta information to achieve higher CTRs, which, as you now know, can lead to improved rankings.<\/p>\n<p>This is a straightforward yet impactful way to leverage PPC data for SEO success.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-don-t-stop-there\"><span class=\"ez-toc-section\" id=\"Dont_stop_there\"><\/span>Don\u2019t stop there<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>You can co-optimize and leverage data from both paid and organic search in countless ways. After all, it\u2019s all about optimizing for the same SERPs.<\/p>\n<p>Co-optimizing your paid and organic search efforts is not a one-time task; it\u2019s an ongoing discovery and refinement process essential to a holistic search marketing strategy.\u00a0<\/p>\n<p>By consistently analyzing combined data, you can uncover trends, identify new opportunities and stay ahead in the ever-changing search landscape.<\/p>\n<p>Keep testing, measuring and fine-tuning your approach to maximizing your keyword portfolio. The insights gained through co-optimization will enhance your search visibility and drive meaningful results for your business.\u00a0<\/p>\n<p><strong><em>Dig deeper: 4 keys to SEO and PPC collaboration<\/em><\/strong>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"John Morabito\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/08\/John-Morabito.jpeg.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/08\/John-Morabito.jpeg.webp\" alt=\"John Morabito\" width=\"140\" height=\"140\">\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>John Morabito<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=JohnMorabitoSEO&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/john-morabito-29459655\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        John Morabito is the VP of SEO at <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.stellarising.com\/agency-seo-services\">Stella Rising<\/a> where he leads strategy and business development. With early experience in fine art photography, music, and graphic design, John brings a multidisciplinary, creative approach to building high-performance SEO programs and teams. John began his SEO career in 2010 on the brand side before shifting to Stella Rising, where he quickly started leading strategy for stellar brands in the consumer middle market. Currently, the Stella Rising SEO team serves medium-sized and enterprise clients, driving transformational growth in the beauty, CPG, retail, and real estate markets. John\u2019s primary focus is to help ecommerce and lead generation-focused businesses reach their potential from search, while growing an engaged and talented team. Over the last five years, John and the Stella Rising SEO team have received over 30 award wins and nominations, including a win from the Search Engine Land Awards for Best SEO Agency.                   <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/ppc-seo-co-optimization-audits-446907\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Break down the silos between paid and organic search. Discover how co-optimization audits help you uncover valuable insights. What if I told you that some of the best SEO insights don\u2019t come from organic search data alone? When SEO data is viewed in isolation, it only explains what\u2019s happening in the organic search channel. However,&#8230;<\/p>\n","protected":false},"author":1,"featured_media":639601,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/09\/How-to-maximize-paid-and-organic-data-with-co-optimization-audits.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[147869,107942,78070],"class_list":["post-639600","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-analytics-conversion","tag-ppc","tag-seo"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/639600","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=639600"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/639600\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/639601"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=639600"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=639600"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=639600"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}