Natural and paid search have gained tremendous importance for any online business to perform. As per common sense, performing keywords will be those which users/viewers would use to locate your pages and hence need to be present within the content of your website.
For starters, you will have your Adwords account to generate a list of highly searched keywords relevant to your products and offerings but this is not enough. There is a lot more research and effort involved over and above just matching your keywords list. What if all the highly researched keywords do not exactly match up to your offerings then you surely have a problem at hand.
Here, SEO and Paid search come at your assistance. They are hard core internet marketing strategies that are employed to enhance natural traffic coming your way along with technicalities employed to enhance website traffic through paid search.
Information Architecture –
Both SEO and PPC involve the use of keywords. Using PPC related tools arriving upon the most suitable and relevant keyword grouping including term variations does offer a clear picture on how the website pages could be developed and displayed. In fact once this process is through; developing relevant content, assigning meta tags, meta titles, meta keywords, HTML titles and more becomes quite easy.
Page wise Performance Analysis
Depending upon the IA structure, ascertaining the page wise performance does become crucial. If optimized well, a high number of organic visits could be recorded while paid search can divert traffic to category or product pages. For optimizing the performance, you need to conduct A/B testing of pages and decide upon enhancing the convertibility quotient. Here again, a balance should be struck between the two strategies related to which page the visitors should land. However, remember organic conversions have scored better over paid ones.
Keywords with ‘brand’ names
Of course, keywords that contain the brand name are highly popular and searched for but they get lost amidst Google’s privacy concerns. In a way, this could be affecting the organic search. On the other hand, paid search can score far better on this account as broad match keywords can perfectly capture the relevant search queries. Some keyword combinations include ‘brand’ coupons, ‘brand’ reviews, ‘brand’ deals and so on. If these search queries do not meet the desired responses onsite then you can estimate the loss of traffic and conversions too.
Identifying Competition
Online competition could vary from real competition. Your search results could offer insights into your competitors like never before. Bear in mind, that online search could be conducted depending upon the product/service offered by you and which not necessarily could be brand specific. Also, it is essential to remember that your competitors could be or could not be on the same platform and hence visibility may vary in performance. However, the Auction Insight Report could offer dynamic insights into the competitive trends within your segment and hence should be referred to regularly.
Data Analytics & Insights
Despite, both SEO and PPC working towards the same goal and give equal importance to URL key, title tag, H1 tag and product title. If you are advertising with Google then the product title is picked up automatically to be displayed on Google Shopping and influences the CTR rates. Also, SEO on page optimization mainly highlights the title tag, URL key and H1 tag. It is advisable to pay extra attention to product search queries and understand customer behaviour. In most cases, a slight change in the product title can accelerate conversions both organically and through paid search too.
Testing and Optimisation
Paid search facilitates testing of product ads and their performance through the CTA which otherwise is difficult to ascertain in the search engine rankings. Also, with each page having a single title and a meta description, hitting the bull’s eye does become certainly difficult. But with a paid search campaign in place, arriving at a high CTA is not very difficult. Once you zero down upon the better performing CTA, you can replace the same in the page title or within the page description.
Nevertheless, with multiple data reports just a click away, you need to take efforts to download them and gain insights from them.
Paid Search and SEO are complementary activities and are essential for any internet marketing campaign to perform well with balanced yet diversified effort. The following perspectives have to be kept in mind
- Changes (irrespective of frequency) in the algorithms of search engines
- Regular PPC management to modify and stay ahead of the competition
- Maintaining a balance between these two strategies is vital – w.r.t. time, effort and even finances
Buoyancy and dynamism within internet marketing strategy is a must especially when it encompasses paid search and SEO strategies. Remember, search queries i.e. consumer preferences and search engine algorithms which reign supreme and you have to incorporate them within the framework of your digital marketing campaign.
