November 15, 2019
Incrementality Testing: What You Should Know About This New Marketing Tactic
SEO and SEM should complement each other, but it can be rather difficult to foster synergy between the two. Capitalizing on their similarities can enable you to separate yourself from the pack. Learn about a few key strategies every advertiser can leverage to maximize the cross-channel learnings for your account in this post.
One of the biggest opportunities to share data between SEM and SEO is keyword research. There are two main ways you can capitalize on cross-channel insights when it comes to keywords. Leverage SEO query data to identify high traffic search terms you can build out as SEM keywords. On the flip side, identify low ranking organic terms that you want to have a bigger presence for, and bid up on the SEM keywords for those. Both of these strategies enable you to maintain a strong presence on the SERP for the queries most meaningful to your account.
Take advantage of cross-channel learnings to inform ad copy ideas. For one, you can look to leverage SEM ad copy insights to help inform metadata optimizations on the site, in particular updating meta descriptions. Using those insights, create a consistent brand experience by maintaining similar language between your SEM ads and meta descriptions for the site. This adds brand equity when a user is searching for your brand and sees a SERP that presents a unified brand. While this may not seem like a big deal, it can make a huge difference in a user’s customer journey and their perception of your brand.
Lastly, synergize SEM and SEO through content ideation. This can include promoting organic content such as blog posts or whitepapers on the SEM side, improving site content to help bring up quality scores for certain high volume keywords, and so on. You can promote organic content on the paid side via sitelinks driving to the page you are trying to promote. Alternatively, you can also choose to send some more broad, upper-funnel keywords right to a blog post, and then remarket to those users later on. Another option here would be to send prospecting audiences on G-Mail ads to a blog post as a soft entry point.
If you are looking to improve quality score for some of your keywords, you should improve the content on the landing page you are driving to. By tailoring the content to the keyword that you are driving to that page, you can improve the quality score, which in turn, helps reduce your CPCs.
There are many ways to share insights across SEM and SEO ranging from keyword research to ad copy to content. Now that you are armed with some ideas for how to marry the two channels together, it’s time to get started! Contact us to learn more.