For years, promoters have run their seo (SEM) and seo (SEO) applications separately. The SEM group would concentrate on putting in a bid, campaign statistics and the complex science of managing an incredible number of keyword and key phrase buys to generate highest possible transformation. The SEO group lived in a world of internal and external linking, and optimizing webpages to maximize reach and relevance in google look for.
But today, more promoters are realizing SEM and SEO are not separate disciplines. Instead, they are two factors of the same coin — complementary applications that, when managed correctly, can benefit each other to increase transformation rate and discuss of voice. Insights gained when buying pay per just click (PPC) keyword and key phrase ads can positively effect SEO creative initiatives, while organic searches and clickpath information can, and should, influence keyword and key phrase putting in a bid.
But how do you more closely integrate the “bid kids” with the “white hats”? How can SEM and SEO groups work together to enhance outcomes on their respective applications, increase return on look for motor marketing investment and generate a lasting lift in transformation across the board?
Here are three practical steps every marketer can take to begin this integration.
1. Recognize Overlap
The first step in combining SEO and SEM applications is to recognize where the applications overlap, where they do not and where they should. Compensated look for promotion applications cannot be successful without top-ranking organic google look for and viceversa, so you need to use your look for control platform or web statistics resources to recognize which search phrases are performing well on both factors of the table, and see which ones are “lone wolves” generating only PPC or look for visitors.
When SEO and SEM groups are operating independently, there are often high-volume keyword and key phrase conditions that bring customers from only one of the two look for programs, either paid look for or organic look for. When you discover these conditions, you can better enhance them. For example, if you have a phrase for which visitors is only driven through paid look for mouse clicks, there is opportunity to concentrate SEO efforts on obtaining organic position on these conditions. Conversely, if your company is making money from search phrases that do not coordinate any of the search phrases in your paid look for program, there is probably some incremental income you can capture with paid keyword and key phrase expansion.
It would be impossible to evaluate organic and paid look for protection on each of the an incredible number of search phrases that are getting visitors or visitors to your site with even the best statistics resources. As with all research on large information sets, it is important to take a management-by-exception approach. Start by determining the high-volume and top-converting searches in each route. Once you have filtered to discover the most impactful searches, the next step is to evaluate how they perform.
2. Measure the Compensated Click Percentage
Measuring the click-share of each route is a better way to discover protection gaps and overlap than trying to evaluate the number of impressions, mouse clicks and conversions that each route is generating. Depending on the type of tracking system you use, there are a variety of ways to get this measurement. To keep it generic: Match raw query search phrases across paid and organic outcomes, sum the complete mouse clicks, then calculate the paid mouse clicks as a amount of that complete.
This single measurement, called "Paid Click Percentage," makes it easy for promoters to quickly identify gaps in either paid or look for protection. For example, you can look at paid just click percentages greater than 75% to quickly identify key revenue-driving conditions for your paid look for program that are receiving fewer mouse clicks from google look for. Because searchers are more inclined to simply just click organic outcomes instead of ads, you know that a phrase with zero organic mouse clicks must not be resulting in first-page organic outcomes.
Sorting these conditions by paid look for income effect will give the look for group a ranked list of issues (and landing pages) to enhance against, allowing them to more efficiently prioritize SEO projects.
After you address this, you can use the same report to recognize search phrases that should be added or refined in your paid look for strategies.
3. Refine, Review, Repeat
When paid and look for programs work together, promoters get highest possible income from both applications. Identifying gaps in paid and look for strategies using the method described above should help enhance overall performance, but remember: It is not a one-time project.
Websites and promotion applications are continually changing. This research should be done regularly. If your company is large enough to have disparate paid and look for groups, set up a frequent meeting between both groups to ensure your SEM and SEO applications are friends, not distant relations.
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