The objectives of search engine marketing (SEM) include… increase website traffic, increase lead generation and generate brand awareness. Search engine marketing aims to capitalize on search engine users who are actively searching for a solution to a problem or looking for a specific service or product. Search Engine Optimization (SEO) and Pay-Per-Click (PPC) fall under the SEM umbrella. SEO and PPC campaigns aim to drive traffic by increasing the visibility of your website on the search engines for targeted key-phrases. Although the objective is the same, the execution of the strategy is completely opposite. When used side by side, however, they complement each other. Below are a couple of examples.
Adding PPC to your SEO Strategy
If you are just now adding PPC to your internet marketing mix, you should include your SEO traffic into your re-marketing audience. Have you ever noticed the same ads showing up on various websites you visit? That’s re-marketing. Large PPC advertising networks like AdWords and DoubleClick allow you to feed specific ads to online users who have visited your website or a specific page online; and you should do the same. Re-marketing increase brand awareness as well as top of mind awareness and as a result, it will increase your sales or lead generation.
Adding SEO to your PPC Strategy
If you are ready to execute an SEO strategy, taking advantage of your PPC management tool from Adwords – or whichever service you use – to gain valuable keyword and conversion data is imperative. Over time, your PPC management tool will provide you with the list of search phrases and ad copy that most effectively convert visitors into buying customers or leads. Armed with this insight, you can rest assured that no time will be wasted targeting unprofitable keywords with the wrong message. Keep in mind that different traffic sources convert at different rates, however, it is possible to gain a general conversion range from your PPC ads which you can successfully apply to your SEO efforts.
SEO and PPC working together
An area where both PPC and SEO complement each other is on optimizing call to action copy which can be used on ad copy as well as page titles and meta descriptions – the little snippets if text shown from your site in organic search results. Through testing, you can optimize the call to action and description on your PPC ads to maximize your CTR. Then you can copy the same call to action to your page title or meta description. Likewise, you can test different elements on your landing page and use them to improve your PPC ad copy.
Where to start
Putting together an informative website that lead visitors to an action (phone call, form submission, etc.) is the best place to start. Integrating Google Analytics and Webmaster tools also from Google are a must for keyword research, SEO and statistical information. Once you’ve completed the above, you’re ready to promote the website on the search engines through both PPC and SEO.
What to do
A PPC campaign can be set up and running within 24 hours. Traffic to your website is absolutely crucial if you offer any goods or services and PPC solves your immediate need for traffic. To get started include the obvious keywords pertaining to your business. Your PPC platform will offer a tool that can help you identify alternate keywords. Use caution and common sense when adding the suggested keywords. When set up correctly, you’re PPC platform will uncover additional keywords that meet the objective of the campaign whether it is generating sales, leads or branding.
Your SEO strategy is your long term solution for traffic. Start with the obvious general terms in your industry and each of the keywords associated with your products and services. Over time, you’ll continue to add content to your website using keywords uncovered from your Google Analytics and PPC stats.
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