Essential Elements of an Effective SEO Strategy
The success of any pay per click (PPC) strategy starts with effective SEO techniques. This hasn’t changed over the years, yet many try to persuade marketers it’s one or the other. The reason for this isn’t clear except for the motivation to convince you to take one side. Without implementing proven SEO techniques, you’re losing out on valuable ranking possibilities and ROI.
That said, this article will try to differentiate PPC and SEO and show you how both must work together to form a solid strategy that works. According to Methodic PPC Marketing, “Successful PPC strategies aren’t just about CTRs or CPCs. It’s about knowing what makes your business successful; how you operate, who your clients are, and what the real drivers of results are.” The real drivers of results live inside your content and the keywords it contains.
Master Traffic First
The best PPC plan won’t get you anywhere unless you have the traffic to support it. Whenever you’re looking at the results of your campaign, are you also looking at the traffic that’s bringing in your results? Whether your team is laser-focused on traffic or PPC, the time is now to critique your strategy to attract more interested visitors so more of them arrive on your site or landing page.
If you’re stuck spending your advertising budget on PPC, take a closer look at how to make every visitor count and increase your ROI. PPC is costly if it gets you nowhere. Effective SEO techniques and a subsequent strategy aimed at attracting targeted traffic can dramatically increase your conversions and brand awareness. Depending on what services your offer, you may be able to take advantage of Google’s local services ads as a part of your PPC strategy. As Podium points out, one of the biggest benefits of these ads is that you only pay for the ad when a custoemr contacts you, instead of when they click on the link
If you’re not getting the traffic and conversions you expect, let’s look at a few ways to change that. First, understand that although you might rank high in the search engine results pages, or SERPS, your visitors also see your competition in the results above you. To leapfrog over them, your SEO strategy with keyword research takes on more importance. According to Medium, “It’s even more important to run ads for target keywords that you’re not yet ranking for organically. They’re an easy way to increase your visibility on SERPs before your SEO efforts pay off.”.
Great Content Gets Shared
The quality of your content and its ability to encourage sharing drives links to your site that builds traffic over time. You no doubt have heard over and over how content is king. In the SEO world, content is what it’s all about. The best PPC ad won’t produce a thing if it leads to content that’s stale and doesn’t offer your readers any more than the same old push to click here. According to CoSchedule, “Looking at what your competitors are doing and what their audience is reacting to is a great way to find insights on the content your audience wants to see.”
Your readers don’t like the sales pitch. Instead, try to inform them by answering their questions. There’s nothing wrong with a CTA in a few places within your content, but it should never be the focus. Your reader will seek out your CTA if your content has done its job. Make it visible but not so much that it interferes with the content.
The questions your readers need answers to come from their searches, or keywords. Anytime a search query happens, a question needs an answer. It’s up to you to perform keyword research to uncover what search terms they’re using to find answers and then use them to your advantage.
Keyword Research and PPC
There’s always talk about how to profit from great PPC ads using the keywords suggested by the Keyword Planner. Some still use Google Suggest, but to do this right, you must dig deeper. There’s nothing wrong with using either above-mentioned options, but to find the keywords used today instead of three to six months ago, check out some paid options.
They are a little expensive, but there’s a good reason: They have what you need. If you’re serious about taking your profit to the next level, the investment is worth it. Learning the proper way to perform effective keyword research involves an understanding of your product, your business, and, most of all, your customers. According to CopyBlogger, “it’s important that you discover the actual language your potential customers use when they search for information about your topic (or look for vendors who provide your services).”
Find out what your customers want from you. If they’re searching for answers to questions that involve your product directly, you can tailor your research in this direction. If they ask general questions, keywords help here, too. There’s much to learn about keyword research beyond KEI and competition.
It comes as no surprise that those who know how to uncover keywords that drive traffic see higher rankings in the SERPS. However, the most effective SEO strategy involves combining it with PPC to reap the rewards of careful planning and research.
You’re in this for profit, and if you implement the suggestions provided here, you can improve the chances of rising in the SERPS and see the results of tweaking your SEO to dominate paid and organic search results. Positive results using effective SEO strategies won’t happen overnight, but the time you spend improving and implementing the best techniques for your business will pay off in ways you wouldn’t think were possible.