Sharing data in Google Analytics

Combining the data of your PPC and SEO efforts will extend the sample of data you can analyse. You will be able to work out sooner which keywords are converting better for your industry and optimise your overall online strategy.

More visibility in search engines

One of the most obvious benefits to combining SEO and PPC is the benefit of consuming more real estate in the search engine results pages. The screenshot below illustrates where SEO (red) and PPC (blue) sit on a search engine results page (SERP).  Ideally you would consume some real estate in the PPC and some in the SEO areas of the first search results page.

Dominating the search engine results will significantly increase the click through rates (CTR) to your website and also give the impression of your established position within the market. This is a fantastic method of advertising for anyone in the e-commerce or online retail sector who faces a significant level of competition.

Marry click through rates from PPC to improve META data.

PPC / Google Adwords is a fantastic way to test the waters when it comes to a hunch you have.  Using SEO to determine these factors will take a lot longer as Google will only update your website periodically. Use PPC to determine the best converting titles and ad copy and then apply these metrics to your organic strategy through your titles and meta descriptions.

Testing new organic search terms with PPC.

As PPC / Google Adwords campaigns take effect almost immediately, testing and determining the better keyword search phrases can be done quickly. As you continue to work on your organic search strategy, testing the conversion and click through rates of new keywords through this method will safe you time.

The bottom line

Many people think that PPC spend can be decreased when SEO kicks in. As a matter of fact, you are probably better keeping SEO and PPC running together to maximise your overall online marketing strategy.

Require Support?

If you require any support in the areas of Search Engine Optimisation or Pay per click marketing you can contact us here.

Who can forget the early ‘black hat’ SEO attempts to gain higher search engine rankings, with tactics like: hidden texts, pages stuffed with keywords, same-color-as-base fonts, cloaking of pages and other creative work, and how we were forcibly led to content creation and generation? Content writing and marketing became the day’s order, serving as the vehicle for the links being created or built. We knew it meant massive and pervasive, not necessarily quality, content all over the web, and because it was a business and it was a job to do, it became prevalent as a webmaster’s tool.

Content creation for the sake of being able to link was the game’s main activity until Panda came in early 2011 and changed all that. This Panda algorithm analysed the quality and depth of content, creating a stir among webmasters and search engine specialists who had been developing shallow and lower quality content. This change meant that there was an immediate need for a reduction in shallow content and an increase in quality of content.

In mid 2012, the ‘Penguin’ update occurred and focused on the linking architecture side of external SEO efforts. Suddenly, the usual linking systems that were adopted by many were no longer accepted. Obviously, this was in support of Panda’s aim of promoting a higher level of content on the web. It was not a good time for webmasters who were engaged in link wheels, paid links, blog networks and other easy methods of spreading shallow or spun content.

Future characteristics of SEO and Content

So, we now know that shallow content is not going to be much use to humans and therefore of very little use to the search engines also. I believe this will present a ‘new age’ in the area of SEO and content marketing and here are 4 trends, which I think we will foresee during 2013.

Content has become a superior king

So while content has been king for some time now, we are beginning to see the age where the quality of the content plays an even bigger part than before. It was not long ago that a good writer was able to pull together a few resources and create a ‘passable’ item of content. In some cases this might still be possible. However, 2013 will need to see an increase of content written by experienced industry experts to ensure that content is developed a level which is useful to the reader and will therefore attract a more natural array of content sharing.

Content needs more personality, more branding

With Panda’s desire to reduce the level of low quality content on the web, it is apparent that new content needs to be different from the rest. It is no longer useful to create content that does not offer anything different to other resources on the web. Marketers and website owners need to ensure that content they present is at it’s very best quality level, adds personality and presents new information and ideas to that of their counterparts and competitors, which will in turn develop a brand story and there for personality.

In-depth and engaging articles

The shallow content has all been done before.. A longer, more in-depth article structure is increasingly appreciated not only by website users but also be the search engines who are aware of how users are interacting with your content. Word count is not what matters in this case. While in-depth articles will often support a healthy and impressive word count, it is the ideas and concepts in that content that will provide a deeper readership and engagement.

Social media supports SEO efforts

We can’t ignore it. Social media is a phenomenal medium for connecting people, products and services. Webmasters  and marketers must build their Search Engine Optimisation efforts around social media outlets instead of just creating a page of content and stopping there. It’s not just for it’s social value that one tweets or posts a status. It now adds trending value in the search presence of that article or content piece.

The Bottom Line

It is apparent that there is a calling for more unique, in-depth and user friendly content creation. Understand that adding value to your readers and clients is what is going to trigger interest from the search engines also and that efforts in other methods / strategies of content creation will only increase the chances of degradation of the website as a whole.

Require Support?

If you require any support in the areas of Search Engine Optimisation or Pay per click  marketing you can contact us here.