Can SEO and SEM Strategies Be Combined?
What is search engine marketing?
Search engine marketing is an activity to attract visitors to a website that occurs at the junction of two popular types of promotion: SEO and contextual advertising. The purpose of search engine marketing is to increase the position of a commercial site in the search engine results and the subsequent increase in income.
Today, the company’s marketers have realized that SEM and SEO are not separate disciplines. Instead, these are two sides of the same coin, complementary programs, the correct work with which can promote the desired site. For example, banner ads (“pay-per-click” or PPC) significantly affect SEO indicators and well-chosen queries for natural search. “Heat maps” can and should be used in contextual advertising, where the price of popular phrases can reach astronomical amounts.
But how can these two areas be integrated? For example, how can SEO & SEM agency work together to improve promotion across the board?
Here are three practical tips from an expert from the SEO & SEM agency to help marketers take the first step in this collaboration.
1. Find the intersection points!
The first step in combining SEO and SEM plans is identifying the points at which these programs intersect and where there should never be duplication. Working with paid search engine advertising services cannot be considered successful without achieving good results in natural search. Use your working web analytics tools to determine which keywords are suitable for each direction simultaneously and which are only good for paid clicks or natural links.
When SEO and SEM agency teams work independently, high-frequency keywords drive traffic through only two channels: contextual advertising or natural links. However, when they work together, SEM agency combined with SEO one can optimize the promotion process. For example, if you used only contextual advertising and paid for every click – now you can try SEO promotion for these keywords (for example, using them as natural links). And vice versa, if low-frequency keywords are selected for website promotion, which has a low price in contextual advertising services, why not try to attract even more visitors by directing part of the advertising budget to this direction.
Of course, when working with large amounts of data – for example, when looking for intersection points of paid advertising queries and natural search keywords – a purely automated approach should be used. “Manual” analytics is only suitable for small, stand-alone sites; it is better to work only with a prominent SEM agency with the necessary software capacity in a large-scale advertising campaign.
Start by identifying the top search queries in each of the two directions. Then, from the resulting array of requests, you need to leave only the most suitable ones.
2. Determine the percentage of “paid clicks.”
Measuring the percentage of “paid clicks” in each direction is the best way to find the aforementioned “intersection points” (instead of trying to compare the number of impressions, clicks and click-throughs). There are many ways to take these measurements. The simplest one would look like this:
- Take a keyword.
- Sum up all clicks on contextual ads, banners and natural links.
- Determine the number of paid clicks.
- Use the proportion to find the desired percentage.
This metric, called “Paid Click Percentage”, will allow advertisers to quickly and easily find the “hole” in the mass of natural and paid links.
A keyword with zero or minimal clicks is not the best option for further promotion. Sorting by these conditions will allow you to compile a list of requests (and even entire pages), which can be quickly sorted according to the degree of “promotion”. On its basis, it will be more efficient to prioritize SEO projects.
3. Clarify, recheck, repeat
When SEO and SEM agency technologies are used together, marketers will maximize revenue from each direction. In addition, searching for “holes” in natural queries and content advertising will increase work efficiency. But this is not a one-off project.
Websites and advertising strategies are constantly evolving. Do this analysis regularly. If your organization is not big enough to create SEM and SEO departments, you can easily use the help of a remote SEM agency – or turn to an SEM freelancer who knows what they are doing.