An integrated approach: From SEO to PPC, and Content
Most SEO, PPC and Social Media teams prefer to work in isolation with little to no integration among them. They don’t run an integrated search SEO vs PPC and Social Media campaigns. This can make communication between different department fairly hard to happen.
This is a saddening situation, but it happens pretty often in brands and companies. This lack of communication among the department ends up in inefficiency, lost opportunities and wastage of money. Digital marketers often state the importance of integrating organic and paid searches along with social media campaigns. But this advice holds no value unless stated with valuable and achievable tips.
Here are a few of the simple do to list to ensure that your strategies for running integrated SEO, PPC and Social Media campaigns reap the anticipated benefits.
1. Use PPC keyword conversion data for SEO targeting
PPC revenue data is becoming more important for getting a good SEO as Google is now hiding your keyword data and labelling it as “Not Provided”. With the help of paid campaigns, you can target many keywords at once. This can also help you in determining which keyword is making money in an organic search. But the key to SEO success is not to target the keywords that generate the most revenue. If you pay close attention, your organic search can tell you which keywords are profitable and which aren’t. It would be best if you focused on those keyword firsthand.
2. Target Expensive PPC keywords with SEO
If a keyword is performing low and causing a lot of money in a PPC campaign, it could be a better idea to target it in an SEO campaign. This could be done when the ROI of that keyword is not enough in PPC. Expensive PPC keywords have high competition in SEO as well, so you need to be very patient. But the stable organic ranking it would bring would generate clicks and revenue for years to come. Obviously, in PPC you have to pay for all the clicks. All the money goes to Google leaving you with no benefit.
3. Target Difficult SEO keywords with PPC
There are times when you need to face the reality that your website will never be ranked as number 3 for a given keyword. Or that it would take a lot of time to achieve that goal. You could be competing with a compelling page such as BBC, Wikipedia and Amazon. Or maybe many excellent natural inbound links lead to the competitor’s pages. After a keyword reaches the highest rank, it can go organically; there is no point in wasting effort on it. It might be necessary to invest a little to keep that ranking.
If you can’t generate a dignified number of clicks or sales organically, then you have to turn towards PPC. But even if that doesn’t work out, you are better off investing in other keywords.
4. Use social media for better outreach
Good bloggers tend to receive many link building outreach emails. So it won’t do you any good to add to that pile. Even if you are informing a blogger about a site they would probably love to share, it could get deleted with the flood of other emails. It would be best if you first tried to interact and engage with the blogger. Comment on their blog, their Tweets, their Facebook page. Start getting notice. If you are in touch, they are more likely to respond to your suggestion of linking to a page. You just need to be polite and friendly.
5. Use social campaigns to support link building
SEO experts and Googlers say that if you produce content, people will relate to it. But practically, that rarely happens. If your blog has a huge following, then it could automatically be noticed by bloggers and webmasters. You need to promote your content among the right set of people. If your content is appropriately designed and created for a targeted audience, it is possible to be relevant to the bloggers influencing them. Good content can reach out to your potential audience, which would benefit your way more than SEO and Link Building.
6. Use social channels to amplify SEO
Search engines take the links from other websites to determine the topic’s effectiveness. But this has started a chain of manipulative and fake link building, which has given SEO a bad name. Search engines, as a result, try to find ways to find other raking signs to eliminate this manipulation. Google and Bing use the data extracted from Facebook in their ranking. They claim that there is a slight chance that these platforms would prefer social factors over link-based ones.
7. Use search content to support social campaigns
In integrated search SEO, PPC and Social Media campaigns, content is the king. Good content written and shared across different mediums attract potential audience. It could be used to help PPC and SEO campaigns, plus it could also be shared on social media. If it doesn’t seem suitable for social media, it is probably not good enough for SEO and PPC campaigns because your target audience is the same on all the medium.
8. Use social content to support search campaigns
It does work the other way around. Content created for social media campaigns can be used in PPC and SEO campaigns as well. Providing new content can make search engines come back to your website. Google prefers fresh content. This would give an excellent opportunity to get blogs and posts to rank high for the difficult keyword to get ranked.
9. Use search data to create search-friendly social content
This is the main integration point among the social and search engines. You need to create content that works for both your social and website campaigns and optimize it for search campaigns. If you don’t opt for this integration, you miss out on opportunities to generate traffic using organic and paid mediums. Search for the right keyword and see how your content can utilize it. It should be produced to be social media-friendly with buttons to make it easy to share.
10. Use social data to harness emerging search demand
You should be a publisher if you are handling a website. Good content is viewed as something timeless and relevant. You need to monitor your Social Media Marketing and other search mediums to find out which topics are propagating. Your content should be designed according to emerging trends and hot topics. An integrated search SEO vs PPC and Social Media campaigns help you determine the topic of the day. You need to be the front runner in publishing that news. Being on time is very important in this business. You can create a new, share it on social media and add it to your PPC campaigns. This will help you witness outstanding results.
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