In today’s economic climate, it’s more critical than ever for marketers to evaluate their digital strategies and make the most of their resources. Search Engine Journal recently moderated a webinar with experts in SEO and SEM, who shared five ways to use both methods together to improve performance and drive growth.
Understanding Organic vs. Paid Search
Before diving into the five strategies, it’s important to differentiate between organic and paid searches. Organic search results, also known as Search Engine Optimization (SEO), are earned rather than paid for, while paid search results, or Search Engine Marketing (SEM), are paid advertisements that appear on the search engine results page (SERP).
In this video
- 0:00 Paid Search Cost Range Overview
- 0:23 Who Is Jeremy and PushLeads
- 0:41 Ad Spend vs Management Fee Split
- 1:08 Three Factors That Drive Cost
- 1:39 Pricing Tiers Entry to Competitive
- 2:19 Quality Score as a Cost Control
- 2:49 Cost Per Click by Industry
- 3:21 Management Fee Structures Explained
- 3:55 Cost Per Click vs Cost Per Lead
- 4:23 When Campaigns Optimize and What to Expect
Five Winning Strategies
1. Use Organic Search Insights to Allocate Paid Search Spend
Keyword research can help you understand where you’re underperforming and where you should allocate your paid search budget. This will help you target your audience better and reduce unnecessary ad spend.
2. Use SEM Keyword Performance to Inform Your Content Strategy
Identify your most valuable paid terms and work with your content writers to include them in your organic content. This will improve the value of your content and increase your ROI.
3. Use Paid and Organic Insights to Perform Competitive Research
Analyze your competitors and categorize them according to their strengths and weaknesses. Cross-analyze this information with your own paid and organic research to better understand the market landscape.
4. Use SEO Best Practices When Creating Paid Campaigns
Ensure that your paid campaigns align with your organic targeting keywords to maintain the technical health of your website. Self-cannibalization can negatively impact your ROI.
5. Encourage Cross-Team Communication and Collaboration
Ensure your SEO and SEM teams work together and share insights to drive better results.
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Maximizing ROI through SEO and SEM
Overall, the key to maximizing marketing ROI is combining organic and paid searches in an efficient and effective way. By following the five strategies outlined above, you can leverage the strengths of both methods to improve your search engine rankings, increase traffic to your website, and ultimately boost your revenue.
Combining SEO and SEM is a winning formula for any business looking to improve its marketing ROI.
As you evaluate your digital strategy, remember that SEO and SEM are not mutually exclusive. Rather, they can work together to create a powerful marketing tool to help you achieve your business goals. So take advantage of these insights and start seeing results today.
Read Next: Google Offers Tips for SEO Success and Other Small Business Tech Updates This Week.
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