seven Ways SEO & PAY PER CLICK Can Work Together in 2021

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In case your SEO (search engine optimization) and PPC (pay per click) teams exist in complete silos, it’s time to change that.

Commonly held opposing viewpoints are: PPC is too complex, and SEO is too slow. (For the record, I don’t agree. )

When these two groups collaborate, you’ll be rewarded with magical insights, learnings, plus results that neither group could get on its own.

These channels aren’t meant to be siloed, and having them aligned is one of the the majority of underrated ways to improve your overall digital marketing performance.

PPC is one of SEO’s most effective tools — and vice versa. Here are seven methods to thrive in both SEO and PPC.

1 . Avoid paid keyword traps.

Expressing keyword intelligence is a standard best practice. Sometimes, certain types of keywords can have delicate differences, and end up aligning to the wrong intent. It’s important to understand the intent behind keyphrases, because you want to avoid keyword traps.

SEO-focused marketers would be the masters of understanding search intent, and therefore collaboration among SEO and SEM is crucial.

For example , the restaurant POS software, Toast, is putting in a bid on “phone systems for restaurants” but they don’t market phone systems! They’re broad match bidding on conditions containing “restaurant. ”

search results for phone systems for restaurants

This is why Google has turned into a modern day casino for marketers. The marketing team in Toast is gambling around the mere possibility that eating place managers seeking a phone system might also be in the market for POS software.

Although it might work, the potential for hemorrhaging is likely. That said, Toast is definitely venture-backed and valued from $4. 9B, so this is probably a gamble they’re comfortable taking.

You need to study the search results closely if you want to master the art of understanding keyword purpose. Google often signals their own interpretation of a search term, in line with the types of results.

For example , in case you Google “sales funnel” the major search engines results page (SERP) indicates you’re looking for the definition of a sales funnel.

The results are mainly definition style SEO web pages, and therefore it’s obvious that a product page wouldn’t position for this query.

search results for sales funnel

Let’s examine an additional example of a keyword snare. If you perform a Google search pertaining to “online training” you’re going to see two vastly different results in the ads.

  • Cisco — Virtual Classroom Solutions
  • Udemy : Best Selling Online Courses
search results for online training

These are two wildly different lookup intents. How do you know in case a searcher wants online training software versus online courses? There’s no way to be totally certain.

However , the organic results are overwhelmingly online training course companies such as Udemy, Lynda, and Coursera. The people also ask box is hinting at the search intent, mainly because most of the questions are regarding online training.

people also ask box

Based on what the natural listings are showing, I might conclude that Cisco’s advertisement is largely irrelevant. They might get lucky and get some clicks, but these types of probably losing money on this advertisement set.

Now, the question gets, do they care? Probably not. After all, they’re a $180B market cap, which means Cisco can afford to continue making Google rich.

search result for cisco market cap

What about the small guys? This is how SMBs have a tremendous disadvantage, and can’t afford to bleed on paid ads like the behemoths. For that reason, I would recommend startups prioritize SEO attempts in order to avoid the royal rumble of paid ads with giant companies like Cisco.

Let’s also examine ” sms marketing examples” where Mobile Monkey nails the research intent with this page, and gets rewarded with the organic featured snippet. Meanwhile, advertisers are off the mark.

  • Vonage : hoping that a subset of searchers might be interested in APIs for SMS.
  • Remarkety — hoping that a subset associated with searchers might be interested in SMS marketing solutions.
featured snippet search result for sms marketing examples

What’s the bottom line?

SEOs will habitually review SERP signals to make sure the content they publish fits with Google’s organic search results, and ultimately delivers a high degree of satisfaction with regard to searcher task accomplishment.

Is your articles helping searchers accomplish the task they have to complete?

This is particularly helpful when there are potential key word traps — words and phrases that sound good, but have dual meanings or a mismatched intent.

If potential dual meanings exist in your industry, SEOs will catch them. All of the that’s left to do is to get them to share their information with your PPC team.

2 . Share PPC insights on best performing headlines and explanations.

When your SEO team chooses to pursue a new key word, it can be months before they will see measurable results. If this was the right keyword and phrase to target, that’s achievement.

But if click-through rate (CTR) and engagement is reduced — even if it rates on page one — you might have now spent your time plus budget running circles within an SEO hamster wheel. Plus, by the way, CTR is an indirect SEO ranking factor .

SEM may be the exact opposite. You’ll know whether or not PPC ad duplicate is working — usually within a matter of days with low investment. That serves to consider using PPC to get fast, short-term results, and make use of those insights to energy your larger SEO technique.

Test as many ad copy variations as possible, until you have the data that will support your SEO campaigns.

Here are some things you can test:

  • Headlines, title labels, and description copy.
  • Keywords and topics.
  • Specific key word angles.
  • Landing page variations.
  • New product messaging.

PPC campaign results can reveal each headline’s effect on clicks, time on web page, bounce rate, goal completions, and other meaningful engagement indicators. If you run longer exams, you can also learn how a specific keyword’s demand fluctuates from month to month, which supports you set more accurate expectations together with your SEO team.

Use PPC insights to choose the best subjects, write and optimize your headlines and meta explanations, and align to your audience’s needs and expectations.

a few. Optimize your landing webpages to reap both SEO and PPC benefits.

Spending money on paid ads without working efficient landing page tests could cause tons of wasted money and effort.  

The benefits of optimizing your landing pages are fairly obvious: you don’t burn precious marketing dollars on ineffective content experiences.

If you’re looking for more in-depth details on creating landing pages that convert, I would recommend looking at 19 of the Best Landing Page Design Examples You Need to See in 2020.

Ultimately, SEO & PPC teams must line up their most valuable assets —landing pages.

3 important actions need to happen:

  1. You do have a noindexed, conversion focused landing page built for PPC advertising. Your conversions are going to be form completions, demo requests, live talk inquiries, etc .
  2. You are dealing with the SEO and CRO teams to build new landing page variants with intelligent ideas. Your goal is to test these pages and monitor the results.
  3. You are working with the SEO team to create a individual asset, which is longer-form plus educational, on the same topic that you want to drive organic visibility.

Eventually, marketers should craft a surround sound search engine marketing strategy.

Say, for example , a shopper searches for your brand or product name, clicks on your PPC ad, stays for a moment, and then exits the web page.

Days later, they search for guides to help them select a solution, which leads them to a good educational piece of content a person produced on that exact same topic.

As they click about, browse, and scroll through the online listings, your brand name is on their radar. They get used to your tone, pictures, and messaging. If they enjoyed what they saw through your PAY PER CLICK ads, they’ll look for your name in a sea of organic listings the next time — and vice versa.

Within brand marketing, what gets repeated gets remembered, and what gets remembered, gets done.

SEO expert, Flanke Fishkin, wrote about the ludicrously powerful influence of brand name repetition in his 2020 selection recap article:

“Hear a song over and over, and even if you hate it, your brain will subconsciously hum this. Hear a brand name repeatedly and you’ll assume the company behind it must be a big, important, and probably trustworthy one. ”

4. Work together to achieve SERP domination.

Taking up the first organic spot for your target keyword is not enough any more. There’s so much noise and clutter in Google’s result pages, that you need to occupy just as much digital real estate as possible.

Udemy has clearly figured this particular out. Check out their ad + organic listing, soaring high together for the SERP targeting “excel courses. ”

search results for excel courses

Check out GetVoIP’s SEO + PPC combination strategy for an insanely competitive SERP. They’ve got a monster landing page targeting Business VoIP and it’s soaking up both organic and paid traffic. This specific SERP is a double whammy for GetVoIP, because they have already also got the valuable featured snippet.

You can also notice Nextiva ranking organically beneath GetVoIP. Since Nextiva will be mentioned positively and has fantastic reviews on GetVoIP’s list page, this is a strategic mentally stimulating games move which is part of the surround sound search marketing playbook, coined by Irina Nica from HubSpot.

search results page for business voip

The list of SERP features that could drive your organic success listed below is endless, including:  

  • Wealthy snippets.
  • Google shopping outcomes.
  • Knowledge cards.
  • People furthermore ask.
  • Video carousels.
  • Picture packs.
  • Localized results.

It can keep your SEO team feeling deflated, doing all that intense work to earn a #1 organic ranking only to be thwarted by Google’s UX schemes.

The reality is that will Google is extorting companies for playing brand protection. (Bing is just as guilty).

jason fried tweet about google paid ads

While this is a challenge for some marketers, don’t hate the player — hate the game. You can still fight back along with smart collaboration between SEARCH ENGINE OPTIMIZATION, PPC, and affiliate partners.

Apart from Google’s questionable ethics, you should still continue to bet against the high value search terms if you’re already ranking for, in order to achieve what’s known as SERP domination .

Below is how the productivity platform ClickUp achieves this.

clickup vs asana search results page

Out of the top five results we can see above the collapse, ClickUp took up two. The paid result takes you to a product page, while the organic result is a blog post — both super specific towards the search term.

To implement this, analyze your SEO efficiency to find your highest-ranking parts and run paid ads against those keywords. This can unlock SERP domination for your most valuable keywords.

5. Expose “hidden keywords” within the customer journey.

It’s unrealistic to expect every keyword, blog post, squeeze page, and paid search ad to convert visitors in to leads. In fact , I’ve discussed this extensively with Chris Walker on the state associated with demand generation podcast — stop creating content solely for lead generation, and rather focus on educating a niche viewers.

All roads lead to user intent. Your key word research needs to focus on the particular searcher’s ultimate goal and be broken down into three major intent buckets: transaction vs . research vs . education.

Below is how we’ve mapped out there the customer journey at Nextiva within the context of marketing our commercial phone service providing. Each stage of the purchasing process has a distinct feeling tied to it.

  • Unaware: Not aware I have a problem → I’ve never ever actually considered we may have trouble communicating with our customers, prospective customers and partners.
  • Problem aware: I think I have a problem but Now i’m not doing anything about it yet → I think we’re getting issues communicating with our customers, prospects and partners, but I haven’t started searching for a solution yet.
  • Solution Aware: I’m actively searching for a solution → I have finally realized we have an issue communicating with our customers, prospects and partners, so I’m searching for a solution online.
  • Product aware: There really is a few solutions, including yours → I’ve seen your solution, but I’m not entirely convinced you’re the right one for me.
  • Many aware: I’ve chosen your product and I’m ready to commit → Show me the particular buy button.

This concept is nothing new. HubSpot pioneered the buyer’s trip in B2B before it had been a big thing.

HubSpot's buyer journey

Based on the buying process, you should bucket your keywords for SEO and PPC campaigns into:

  • Educational: Guide, tutorial, resource, queries like ‘how, ‘ ‘what, ‘ and ‘why, ‘ examples, tips.
  • Solution: Best, evaluations, integrations, comparison, top.
  • Transactional: Demo, free trial, buy, pricing.

Advertisers ought to avoid bidding on training keywords, and focus on alternative + transactional.

The following image is a brilliant resource through Mike Sonders, outlining the greatest demand keywords for SaaS consideration stage content:

graph for demand for SaaS content

At this point, you need to align with your PPC team on the following:

  • Which keywords have got tolerable CPC (cost per click) + high conversions?
  • Which keywords have the greatest cost per acquisition?
  • Which keywords are the most rewarding?
  • Which keywords actually produce meaningful pipeline value?
  • Which keywords have the best product sales close rates?
  • Which key phrases drive the longest LTV customers?

At this crossroad is where the greatest SEO and PPC miracle typically happens.

6. Use audience insights to test and clarify messaging.

I mentioned the value of instant results that include PPC campaigns compared to SEARCH ENGINE OPTIMIZATION. Another key benefit of PAY PER CLICK is testing ads against various demographics and interests.

You can analyze specifics such as:

  • Age groups
  • Gender
  • Household income
  • Areas
  • Devices
  • Interests and life style

We once tested some aspirational messaging on Nextiva’s homepage. And I’ll be honest, it bombed.

nextiva homepage

At least we were able to course correct quickly, thanks to the speediness of learning via compensated ads.

The greatest benefit of target audience targeting is that you can check brand and product-specific text messages against various demographics and interest groups. Some businesses claim they’ve mastered the art of personalization based on the website traffic segment visiting the page, but I have yet to see one particular company do this excellently.

Pro tip: Look at the search terms report within your Google Ads platform (formerly Google AdWords) to find those people long-tail gold mines. They are the search terms that are in fact generating clicks from your broad and phrase match campaigns.

With this unique wealth expertise, you’ll be able to better inform your own SEO strategy by unlocking hidden long-tail opportunities, aligned to your different target audience segments.

7. Apply PPC transformation data to your SEO strategy.

The benefit of search engine optimization is that the lengthier you do it, the more workable your data becomes. At Nextiva, our SEO strategy is aligned closely to our PAY PER CLICK campaigns, therefore allowing all of us to grow organic traffic in the meaningful way, rather than pride driven top-of-funnel visibility.

organic research page for nextiva

We’ve implemented HubSpot’s classic pillar clustering model to rank to get outrageously competitive head conditions like VoIP (mind throwing out 80, 000 monthly searches), supported by adjacent longer tail content all cross-linked together.

Not only is this a brilliant internal linking mechanism, but it helps your website build authority and topical depth. Eventually, Google starts to closely associate your brand with important concepts and entities. This is how you evolve past SEARCH ENGINE OPTIMIZATION 101 and unlock SEO mastery.

Ranking for an 80, 000 monthly search volume keyword is pretty damn nice. But it’s even better when you are at position zero with a glorious featured snippet.

voip search results page

Why do Nextiva focus on ranking to get VoIP? Because our PAY PER CLICK data told us it drives larger line size opportunities. That’s the beauty of SEO & PPC alignment — uncovering those precious concealed insights.

Your PPC group operates like a stock agent, optimizing for the highest revenue. This means that their marketing campaign reviews tell them which keywords:

  • Convince one of the most visitors to become subscribers plus leads.
  • Generate the most engagement.
  • Lead to most purchases.
  • Are the most profitable.

Believe it or not, most SaaS companies are not running lucrative Google Ads campaigns. There are numerous reasons why this happens. I’ve voiced extensively about this with Bob Walker on the State of Demand Generation podcast.

What’s the bottom line?

PAY PER CLICK conversion data is effective. When you match these key phrases to your SEO goals, you are able to focus your organic SEARCH ENGINE OPTIMIZATION efforts on keywords that can help the biggest difference to your organic search traffic — including brand name awareness, engagement, and net-new customer acquisition.

SEO + PPC = Search Marketing Beauty

When you break down your SEARCH ENGINE OPTIMIZATION and PPC silos, likely to unlock a world of possibilities. Use this list and start uniting your SEO and PPC teams without getting confused.

It’s not about SEO versus PPC anymore — is actually about crafting a holistic method of search marketing, increasing your competitive advantage across your best performing stations, and reaching your target customers exactly when (and how) they are looking for a person.

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