This week i got a meeting request from one company in Mumbai who wants to do SEO / Pay per Click Campaign to promote and market their product and services. After carefully listening to their internal marketing team about their current SEO / PPC activities and their past experience with another vendor who promised to be on the first page of Google in 10 Days for a premium …and guess what the ROI / Result for the company with the kind of commercial they spent was a disaster.
Folks, after the meeting i came back to my office and decided to write on how companies and individuals can integrate paid and organic search marketing effectively .
Pay per click (PPC) is a highly effective marketing tool, but many organisations get it wrong. Wasted spend on PPC is huge, largely because companies bid on the wrong terms and fail to synchronize their paid and natural search campaigns. So what can you do to ensure that these search engine marketing techniques work alongside each other to maximize return on internet spend? First and foremost, careful preparation of paid search account is at heart of every successful combined, natural and PPC search campaign.
1) Planning
Its tempting to rush and get your PPC account live, but a researched approach, releasing the campaign only when complete, will ensure greater success.
2) Keyword research
Paid search campaigns should be build around popular industry keywords along with those terms that can successfully find your site through natural search. Building content around the keywords data in your analytics package will also help you increase traffic to your site.
3) SEO landing pages
Ensure that all landing pages are just as SEO-frendly as your homepage. A well optimized landing page will help you better search positions in natural and paid listings. if you need to use isolated landing pages away from the rest of the site, make sure they’re well-crafted in order to increase your Google quality score.
4) Usability
Users arriving from paid search listings should be sent straight to the relevant pages. Information should be very clear and user should always know what the next step is . This is the key to a successful sales conversion. If users are unable to find what they’re looking for they’ll give up fast!
5) Analytics
To stay ahead of the game in natural and paid search. it’s vital that you study traffic and user data. Creating a new page, adding keywords and advertisements to your paid campaigns, and shortening user journey will move you in the right direction.
Digital Marketing . Simplified 