Why (and How) to Combine SEO and PPC for Stronger Results
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This document discusses how search engine optimization (SEO) and pay-per-click (PPC) advertising can be used together more effectively. It provides an overview of each approach and their respective pros and cons. SEO is described as an organic, long-term solution while PPC provides faster results but is more expensive. The document outlines several scenarios where combining SEO and PPC strategies can overcome limitations of each individual approach. It presents a case study showing how one company achieved a three-fold increase in leads by integrating both SEO and PPC over time. The key message is that SEO and PPC work best as complementary digital marketing strategies.
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Why (and How) to Combine SEO and PPC for Stronger Results
- 1. Why (and How) to Combine SEO and PPC for Stronger Results
- 2. AGENDA Starting with the Site Digital Marketing SEO & SEM Overview Better Together Complementary Strategies
- 4. Your Site is Your Salesman • 7% text • 38% content • 55% accessibility YOUR WEBSITE 38% 55% 7%
- 5. SEO
- 6. SEO: Worth the Wait. Organic + long-term presence solution. GREAT FOR: Almost all verticals; some exceptions.
- 7. SEO – Search Engine Optimization • Organic presence solution • Core Elements • Keywords • Content • Updates to site logic • Key Metrics: visits, time on site, bounce rate Behind the Scenes
- 8. SEO - Pros & Cons • Improved Presence • Builds Authority & Credibility (i.e. return visitors!) • Better Conversion Rate PROS CONS • Takes a Long Time • No Guarantees • Competition
- 9. SERP Anatomy
- 10. SEO Best Practices Keyword Research. Create content that people are looking for. Optimize Site Speed. An important ranking factor. Use Images. Increase time on page with high- quality images. Title Tags. Encourage people to click. 1 2 3 4
- 11. And when your site makes sense to search engines... SUCCESS in SEM is within reach
- 12. SEM: No Patience? No Problem. Paid lead gen solution. GREAT FOR: Almost all verticals with with some exceptions.
- 13. SEM (aka PPC) • Paid advertising • Core Elements • Keywords • Site/landing page • Quality Score • Targeting • Budget • Key Metrics: CTR, CPC, CPL Auctions, Acronyms, and More
- 14. SEM - Pros & Cons • Fast Results • Persuasive and Promotional • Easy to Make Changes PROS CONS • Expensive • No Guaranteed Success • Volatile
- 15. Ad-natomy – Extensions and More Sitelinks
- 16. Ad-natomy – Extensions and More Structured Snippets Review Extension
- 17. SEM Best Practices Be flexible and realistic. With keywords, site, Google's whims, and more. Targeting. Consider staff, service area, and drive time. Be Flexible & Realistic Keyword-Dense Ads. Be a straight shooter. Track Your Leads. Don't be fooled by data. 1 2 3 4
- 18. Take Note... Keywords + Landing Page = Quality Scores Bane or Boon on the campaign?
- 19. Where SEO and SEM Come Together
- 20. "Lean on me / When you're not strong..." - Bill Withers
- 22. Scenario #2 Client is frustrated with how long SEO is taking to garner results.
- 23. Scenario #3 Low keyword quality scores are spiking CPC.
- 24. Scenario #4 SEO client wants to add and promote new focus.
- 25. SEO & SEM in Action June 2020 – July 2021 (they grow up so fast!) • 3x Lead Volume Increase • SEO & SEM both take up more of the graph
- 26. But Most Importantly... Tell the Story.
- 27. Two is Better than One Organic Presence + Paid Presence = You are Easy to Find Make it easy to be found and people will come back.
- 28. Pairings That Just Work SEO + SEM
- 29. THANK YOU! © Copyright 2020 WordStream, Inc. All rights reserved.