Are you Team SEO or Team SEM?
What if we told you that by combining these two forces, you can boost both your SEO and search engine marketing at the same time?
You’ll be glad to know – you can.
But first, let’s make sure you have a solid foundation.
On September 14, I moderated a webinar by Michael Broh, Vice President and Head of Account Success at Conductor, and Daniel Olduk, CEO and Founder of LibbyInside.
They show how to build a strong, synergistic, organic, paid foundation that will increase your marketing team’s ROI.
Here is a summary of the webinar. To access the entire presentation, Complete the application.
To bring your SEO and SEM teams together and see success, you should focus on:
- to treat: Put together a staff, establish a meeting rhythm (start weekly, move to bi-weekly and then monthly).
- the people: Be the hero, and find your match in the SEO / Paid Search team.
- Technique: Technology is driving agility and data-driven insights. Create a dashboard to share data and insights.
- Metrics: Create synergy gauges, and place stakes in the ground on targets. Measurement and verification.
Create common business goals across the team for synergy
For the organization to function better, it will need to set up an internal committee or task force that meets regularly.
Ideally, the task force should consist of the following:
- Search engine optimization leads.
- Paid lead.
- Content driving.
- Lead web developers.
You can then create efficiencies by sharing ideas and identifying the critical drivers for creating your goals.
Create an outline of a synergy plan
When you set synergy-centric outputs along with your list of SEO efforts, you want to make sure they focus on driving insights across channels.
Successful synergy is:
- As simple as possible.
Set up a feedback loop to capture insights and actions for both your PPC and SEO teams.
And you do Comprehensive synergistic exercisesnote that you will do the following:
- Ensure that organic/paid traffic ratios may change during implementation.
- Monitor the impact of both paid, organic and live products.
- Run tests in specific geographic regions to isolate the data.
Once the teams are aligned, you can get into building business cases around SEO success.
Leverage actionable use cases that are breaking down silos
To break down silos, try these five techniques.
1. Create keyword groups
Creating different combinations of keywords based on the actions you intend to take is a good starting point for most brands.
You immediately orient all teams on business deliverables before they get into the keywords.
Here are the keyword groups and what you need to watch out for:
High spend and SEO optimization
- Compare landing pages.
- Explore synergy testing.
Gaps in SEO and Pay Per Click (PPC) data
- Search engine optimization tools.
- Tests on PPC.
High spend and poor SEO
- Fresh SEO content.
- PPC suitability assessment.
High spend, “hitting distance” SEO
- On-page SEO adjustments.
- See Quality Score.
2. Track PPC terms for SEO coverage
Make sure you track paid search terms in your SEO tools, methodology or software.
When tracking, you will have to:
- Do an initial comparison to show significant gaps.
- Create a process for PPC keyword/search terms sharing.
- Set a threshold for including spend in SEO monitoring.
This is important because gaps in tracking PPC terms for organic coverage limit opportunities for synergy.
3. Demonstrate the value of SEO coverage
When you want SEO teams to translate their gains into revenue or savings, looking at PPC data is a great way to show value.
- Combine SEO and PPC/CPC coverage to estimate the value of paid traffic.
- Demonstrate the impact of traffic and cost when creating business cases for more resources.
This can help justify investment in content focus areas and search engine optimization.
4. Understand SEO Coverage on PPC Categories
Use your SEO data to help influence PPC budget decisions.
- Compare your SEO coverage to PPC spending categories.
- Identify the most dangerous areas where you risk losing comprehensive search coverage.
- Covering position 1-3 and page 1 are the most important in making a decision.
5. Understand the brand cannibalism
See the overlap of your brand coverage with both organic + paid via CTR%.
- Monitor the impact with the average CTR of brand terms.
- Estimate brand traffic by comparing profit/loss across channels.
- Determine the strength of brand coverage. Depending on the scene: is it a competitor or a vendor?
This is how you use the process, people and technology to great effect. Make sure people are compatible, track your progress, and see how this synergy increases your team’s returns.
[Slides] Increase Organic and Paid Traffic: How to Bring the SEO and Search Engine Marketing Teams Together
Here is the presentation:
Join us for our next educational webinar!
How to speed up your keyword research with powerful topic combinations
Join us and Dave Snyder, CEO and Founder at CopyPress as he talks about how this method can help you rank higher.
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Featured Image: Paolo Bobetta/Search Engine Magazine