An integrated approach: From SEO to PPC, and Content
Most of the SEO, PPC and Social Media teams prefer to work in isolation with little to no integration among them.They don’t run a 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 quite 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 hold no value unless stated with valuable and achievable tips.
Here are few of the simple do to list to ensure that your strategies for running integrated search SEO, PPC and Social Media campaigns reap the due benefits.
1. Use PPC keyword conversion data for SEO targeting
PPC revenue data is becoming more important for to get a good SEO as Google is now hiding your keyword data and labeling it as “Not Provided”. With the help of paid campaigns, you can target many keywords at once. This can also help you in determining that 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. You should focus on those keyword firsthand.
2. Target Expensive PPC keywords with SEO
In case a keyword is performing low and causing a lot money in a PPC campaign, it could be a better idea to target it in a SEO campaign. This could be done when the ROI of that keyword is not enough in PPC. Expensive PPC keywords have high competition is SEO as well so you need to be very patient. But the stable organic ranking it woud 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 is never going to be ranked as number 3 for a give keyword. Or that it would take a lot of time to achieve that goal. You could be competing with a very powerful page such as BBC, Wikipedia and Amazon. Or maybe there are many great natural inbound links which leads to the competitor’s pages. After a keyword reach the highest rank it can reach organically, there is no point is wasting effort on it. It might be necessary to invest a little to keep that ranking.
f 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 mails. 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. You should first try 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 a content people would 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 properly designed and created for a targeted audience, then it is possible that it would be relevant to the bloggers influencing them. Good content can reach out to your potential audience which would be beneficial to 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 and Google+ in their ranking. They claim that there is a slight chance that these platform would prefer social factor over link based ones. Google+ authorship has no impact on ranking as for now. But this might change in the future. This could also benefit your organic search Click Through Rate.
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 could also be shared on social media. If it doesn’t seem suitable for social media then it probably is not good enough for SEO and PPC campaigns also. 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 to come back to your website. Google prefers fresh content. This would give a great opportunity to get blogs and post to rank high for the keyword which are difficult to get ranked.
9. Use search data to create search-friendly social content
This is the main integration point among the search and social engines. You need to create content which works for both, your social and website campaigns as well as optimize it for search campaigns. If you don’t opt for this integration, then you are missing 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 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.