In my previous post about simple holistic online marketing I stressed how keywords are the strong foundation for your website. Anyone in the search marketing industry knows that keywords are the driving force behind paid and organic campaigns. In this post I’ll focus on how a PPC and SEO campaign can be optimized together to achieve keyword visibility that delivers results and revenue growth.
Paid and Organic Search Working Together
Higher visibility and conversion rates when both paid & organic listings are present
This strategy is pretty straightforward. Often we hear companies want to reduce paid search spend if they obtain a top organic keyword ranking; however, there is the risk of losing prime real estate in competitive search spaces. If your ROI is remaining positive for both, then why would you want to pause your paid campaign? Let both listings support each other for optimal results.
Share top-converting keyword data
Keyword research tools provide part of the data needed to pick quality paid and organic keyword sets. The most actionable keywords and opportunities are the ones that are converting at a higher rate and turning into sales. Make sure to share this information between teams to build new content that can be found organically, and to create new ads for people in the final buying stages.
Use best-performing paid CTAs in organic Title Tag, Meta Descriptions and content
This is such a simple concept, but it can provide a nice boost to click-thrus from your organic listings. Optimizing a page for rankings, traffic and conversions is an art form and can take time, but real-time results from paid search can be applied to organic pages for a quick boost at a low risk. Your best- performing ad calls-to-action can take out some guesswork on writing an enticing Title Tag and Meta Description. Once you find a version that is improving conversion, make sure to tweak your on-page content and conversion funnel paths.
Segment keywords for different initiatives
Paid search provides timely information about specific campaigns tied to highly relevant landing pages. For example, a person that downloaded a whitepaper may be in a different buying stage than someone that is scheduling a demo. Placing these keywords into segments can help create specific organic landing pages that will improve conversion rates. Many times we place all call-to-action funnels on one page and hope for the best. Serving up the best page for these different types of visitors at first entry can drastically increase the chance they convert rather than bounce.
Integrate shopping feeds
On the organic side of search we help our clients manage e-commerce shopping feeds in the major search engines. By connecting this feed to your paid ads, you can make them stand out and get people directly to product checkout pages. Any way you can reduce the number of clicks it takes people to find what they want is important to the conversion funnel. It’s important to stay current with the beta tests Google and Bing continue to roll out for shopping results.
Use internal site-search data to create highly targeted, branded paid ads
A paid search landing page may not always be the best option to get someone to a very specific page on your site when they are looking for information crucial to the buying process. Consider using internal site search data to mine for keywords people are using once they arrive to your site. Finding the right information on large websites can be a challenge… so before people even get to your site search, attempt to serve them up a highly targeted paid search ad to save them time. A good example of this can be for someone searching for technical specs or reviews for a costly product. Once they have all their questions answered and feel comfortable in the product, they are ready to buy!
Google Places and local business extensions
People that are looking for your company in your geographic vicinity can be top conversion prospects if you get them all the information they need. Having an optimized Google Places page ensures the searcher knows your exact location, store hours, forms of payment, and can read helpful customer reviews. Syncing this page with your local paid extensions improves visibility and increases the chances that person will visit your location in person.
Combat negative PR
People are going to talk about your company online whether you like it or not. Disgruntled customers or even cut-throat competitors will threaten your online reputation. Organic search listings and items like Google Suggest can be hard to influence for your brand if others are writing negative reviews and articles. A timely defense mechanism to offset damage is to set up paid campaigns for your brand along with modifiers that are affecting you. Words like “reviews,” “complaints,” “scam,” and “rip off” should be targeted as soon as you see them pop up. You may be surprised at the traffic you can generate to your own properties by placing some creative ads to help answer customer questions for negative PR.
Social media visibility (Facebook, LinkedIn, Twitter, YouTube)
On the organic side of search we spend a lot of time helping our clients optimize for the major social channels for both branded and non-branded keywords. Each of the major social channels allows for paid ads that can help increase the visibility of the social profiles. Use paid options to send more targeted traffic to your Facebook page and Twitter profile. Make sure your pages/profiles offer something of value like a white paper or contest to keep your audience engaged and coming back for updates. LinkedIn ads also can be a great way to promote a timely white paper to a specific audience. YouTube also offers nice text- and link-overlay calls-to-action on your videos when you connect your Google Adwords account with a minimal daily budget. Don’t be afraid to spend money to make money! Properly tracking all these efforts will quickly show you what works and what does not.
Test the long-term viability of organic keywords
Paid search allows you to show up quickly for keywords in top positions while you are working towards a top organic ranking. If you are seeing these keywords convert from the paid side, then they are likely good candidates for organic optimization. Take action on these keywords by weaving them into your content and creating keyword-focused landing pages that solve searchers’ problems.
Test lead-capture forms on paid landing pages and apply them to your top organic pages
Learn the qualities of a top-converting paid landing page and incorporate the best elements into your organic landing pages. Tools like Click Tale and Crazy Egg will show you how people interact with your pages. Are people clicking on a graphic without a link and expecting something? Simple tools can uncover usability issues across your entire site to fix in order to improve conversions.
What works for your campaigns?
I’d like to encourage readers to leave comments about the holistic online marketing tactics that have produced results and revenue for their campaigns. Stay tuned for upcoming blog posts in this holistic online marketing series!