One of the biggest missed opportunities by many businesses is this division that has entered the digital marketing conversation that there is some kind of competition between SEO and SEM. So often it is argued that SEO is dead, that they shouldn’t pay for clicks when they can rank organically, and that they often choose between putting efforts towards one or the other. It’s time for this conversation to change and recognize what the first two letters of those acronyms stand for — Search Engines.
There are numerous ways in which SEO and SEM efforts complement each other, and lead to a more successful strategy. Here a few ways that make a coordinated SEO and SEM strategy greater than the sum of its parts.
One of the most obvious benefits of combining SEO and SEM efforts is added exposure on the search engine results page (SERPs). Businesses are often tempted to reduce PPC efforts once a search term ranks number one, but it’s important to remember that the top two or three results on most SERPs are PPC ads. Not only will dominating the organic and paid search results greatly increase traffic, it will also give the impression that you are an established presence in a particular market.
Share Keyword Data
Running organic and PPC campaigns simultaneously allows you to double the data to analayze. You can determine which organic and PPC keywords have the highest conversion rate, using this information to optimize your overall strategy.
Use Best Performing PPC Ad Copy to Inform Your Organic Content Strategy
Often times, what works for PPC works for SEO as well. When determining which PPC ads result in the most conversions, you will be able to good idea of how to create title tags, meta descriptions and page content for the pages that you want to rank organically. The advantage of using PPC ads to test page attributes is the immediacy of the results. You will know pretty quickly what works and what doesn’t, while organically testing titles and metas can take a long time.
Integrating eCommerce Feeds it SEM Strategy
When it comes to eCommerce, Google is doing some pretty exciting things. Specific product pages can now be linked to PPC ads. The ad will feature the product, often with reviews, and will take the consumer directly to the product page, where a purchase can be made. This is great way to give your existing eCommerce efforts a boost.
Use Site Search Data to Inform PPC Keywords
The main goal of SEM advertising is to figure out which keywords your customers use to find your product or service. Enabling site search on your site, and analyzing the terms that are often used, can give valuable insight into your customers’ needs and search habits.
Combat Negative PR
Every now and then, someone will say something negative about your company. It happens, and when it does, combined SEM and SEO efforts can be great damage control. The principle is similar to visibility. You can guide the conversation more effectively if you control the SEO and PPC results for a certain term. For example, during the Gulf oil spill, BP paid for PPC ads linked to keyword ‘oil spill’. The PPC ad led to a page on BP’s website about the cleanup effort. BP wanted to ensure that whenever someone searched ‘oil spill,’ their PPC ad was at the top of the list. This technique can help tell your side of the story.
Social Media Visibility
The social media landscape is continuing to dramatically change, and part of that change has been the emergence of highly targeted advertising opportunities. Websites such as Facebook, LinkedIn and YouTube (owned by Google) can serve up ads targeted to incredibly specific groups of people. Using Facebook user profile information, it is possible to show an ad only to 22-year-olds living in Kansas City who are interested in motorcycles and horticulture. While it may be a small group, it’s precise. The data you gather from these campaigns may uncover granular details about your target audience, and assist in refining your overall SEO strategy.
Test Strategic Organic Keywords with PPC
PPC ads are a great way to refine your organic keyword strategy. As your long term organic keyword strategy evolves, you can test the conversion rate of the words you want to rank for with PPC ads. You will receive immediate feedback on the effectiveness of the organic keywords you’re after, and you can then fine tune your strategy accordingly.
Centennial Arts key to web marketing is to plan, design and build a site with results in mind. This includes aligning design elements, features and content with the goal of getting traffic to your website, thus creating new customers.
We are available to assist you with ongoing web strategy, including guidance with SEO keywords and phrases research, email marketing, social media and content for your website. Contact us with the link below to get started on marketing for your website today!