For quite some time, most firms have managed their search engine optimization (SEO) and search engine marketing (SEM) campaigns as two separate entities. The SEO team would focus their energies on optimizing pages to reach more people, external and internal links, and creating relevance in search engines. On the other hand, the SEM team would hone their attention to campaign analytics, bidding, and manipulating keywords to bolster conversion. However, today’s savvy marketers know SEM and SEO shouldn’t be viewed as separate disciplines. Instead, they are complementary programs that when effectively managed can bolster overall conversion rates. Continue reading for three steps every marketer can take to unify their SEO and SEM efforts.
Recognize the Overlap
The first step in combining SEM and SEO is to identify where your two programs overlap, where they do not, and where they should overlap. For instance, your SEM campaign can’t be effective without having top-ranking organic search results. Youi can utilize web analytics to effectively learn which keywords are performing well across the board. Then you can determine which keywords are operating independently, which means the keyword is only driving traffic through search engine optimization or search engine marketing.
Once you find the terms that are operating independently, you have the opportunity to better optimize these terms. For instance, if you have a keyword that is only driving traffic through SEM, you can easily use this keyword to bolster your SEO ranking. Most businesses find it difficult to compare paid search and organic coverage on the volumes of keywords that are driving traffic to your site. When you get started, it’s best to take a mangement-by-exception approach. Begin by focusing on top-converting and high0volume search queries in each channel. Then, you can move onto evaluating how they perform.
Measure Percentages of Paid Click
When you measure each channel’s click share, you will be better able to discover overlaps and holes than you would if you compared the impressions each channel is driving. The best way to do this is to match your raw query search terms across organic and paid results. Then sum the number of total clicks. Finally, calculate the number paid clicks as a percentage of this total, which is the “Paid Click Percentage.” This metric makes it easy to quickly identify holes in organic or paid search coverage. Afterwards, you can easily use the same report to discover keywords you should add or modify to the opposite campaign.
Refine, Review, Repeat
When your SEM and SEO campaigns work in unison, you can maximize the revenue from both programs. The previous method was designed to help you identify holes in either campaign. Using this method should bolster the overall performance of your campaign. However, this isn’t a one time deal. You should continuously refine, review, and repeat for optimum performance because the world of digital marketing remains stagnant for no one.
For more information about about merging your SEO and SEM campaigns, contact us today.