Are You Making The Most of Your Search Traffic?

By Laura Kimball | Internet Marketing

Jan 14

In the world of search when you can align organic with paid successfully a whole new level of traffic can be reached with efficiency. Let’s face it you spend all that time researching one or the other for keywords and then set off to produce some great content. Aligning your forces may be easier than you think, that is if you can get the opposing marketing specialists you employee to perform each task to agree that it should be done!

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SEO versus Paid Search

Why tackle both? If your goal is to dominate SERP’s [search engine results pages], then you should consider using a combination of both SEO and Paid to improve your business.  Two very different disciplines that accomplish the same goal, increasing sales!

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Some Differences to Consider… Both SEO and Paid Search have their own individual technical challenges which I would never under any circumstances discount, but don’t miss out on the opportunity to leverage similar efforts such as keyword research or repurposing some great content.

SEO requires technical knowledge in how to properly assemble a page, leveraging the right elements and the right tactics to succeed in link building. Use heading tags appropriately, such as <h1> and <h2> tags that reflect your keyword and title of your page. Ensure that you use the keyword in the first sentence of the body. While you should write for human consumption first and SEO second it is best to use the keyword at least 3 times in the body copy and at least once in the URL. These are just a few high level examples.

Paid Search or PPC can be implemented quickly and can be modified at any time reducing the amount of marketing budget spent on ads that are not performing.  PPC can reach a broader audience with keyword variations that can be expanded over time. Campaigns can be optimized to achieve the best ROI using the right features for your specific needs.

SEO takes time to see results while PPC can be immediate both efforts rely heavily on the concept of keywords.

Where to Start! Analyzing your current traffic is always a great place to start exploring what may already be working. Do you know what keywords people are using most often to find your website? What keywords are driving the most conversions? Using that existing keyword list as research to expand on similar ideas can give you more options to work with.

A little recon on the competition is another great angle to explore. There are several sites available to assist in just such research.

A great resource to find sites like yours and your completion is similarsites.com which shows sites like the one you enter. You can use the results to create your competition list for further research. A couple great competitor research sites come to mind such as, Spyfu.com that provides both organic and paid keyword data and SEMRush which also provides organic research, as well as ad and keyword research.

If you’re looking for more ideas we have a keyword research tools for you. Simply enter your keyword, landing page or category to get a list of possible keywords.

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Once you have a keyword list in mind it’s time to validate each keyword for its worthiness using a keyword research tool. Not all keywords are created equal. You should evaluate keywords by your current rank, difficulty/competition, monthly search volume, and average CPC. This will give you a solid foundation on which you can prioritize your efforts.

Conclusion

Combining SEO and Paid Search can give you the ultimate traffic generation machine to drive your business. SEO takes time to see results while PPC can produce immediate traffic. PPC can provide greater flexibility in the keywords you pursue and can provide a great environment for testing. Using both SEO and PPC together can give you the right combination of traffic that can be sustained long term.

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About the Author

Laura Kimball is the CEO of Click Measure Media. She combines internet marketing with software development expertise to deliver PPC automation tools designed to save ad buyers time and money managing their campaigns. Follow on Twitter, Google+ or LinkedIn

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