Here are some reasons why paid search and SEO are more powerful when working together.
SEO technical requirements build the foundation for a good user experience and should ideally be looked at before investing in a paid media campaign. Two examples are ‘page speed’ and ‘navigation’.
Page speed is a factor that impacts your Google Ranking Factor and therefore influences the amount of times and the position your site will show up within organic results. Page speed delays under half a second will impact your business metrics such as visitors to your site and sales generated. The quality of your user experience has a significant impact on your AdWords campaign performance. When a site takes too long to load, especially on mobile, users will get impatient and go back before they even got to your site. This results in you having paid for the click for nothing and the negative experience for the user might result in a negative perception of your brand.
A clear navigation that provides the most relevant information to users will not only impact how your website is ranking within the organic search results but also how your traffic is performing once on site. Users are impatient and will leave a site in just a view seconds if they can’t find what they are looking for.
How much you pay for your paid search ad click is amongst other factors impacted by a Google estimated landing page experience. This Landing page experience is defined on how relevant and useful your page is to visitors clicking on your ads. This means if your Content and paid search strategy are aligned and you have good and insightful content for the topics you are covering with your paid search ads, this will positively influence your cost efficiency.
Even though the nature of activities run for SEO and SEM campaigns are very different there are also activities where the teams can benefit from each other.
They should for example collaborate while doing the keyword research and make sure keyword set for SEO and SEM are working together. Insights around on-page performance is usually quite restricted for SEO keywords. The teams can benefit from each other when providing keyword level details from ad performance that can help drive decisions around keyword relevancy.
For high volume and strategically important keywords it will make sense to define an integrated approach that considers organic ranking, paid competition and possible cannibalization to make an informed decision about the Search strategy for these terms.
Insight Sharing Around Messaging
Similar to the integrated usage of keyword level performance insights the same can be done for messaging. In paid search, different messages, USPs and Call to actions should be tested on an ongoing basis. Sharing these insights with SEO will provide valuable insights and help to optimise title, meta tags and content on a landing page.
Cross-Channel Reporting Reflecting User Journeys
Instead of looking at each channel separately when reporting you will be able to make more informed decisions by looking at cross channel performance. This will help to better understand user journeys and the impact paid campaigns have on your organic and direct traffic. A generic non brand Search might not lead directly to a sale but might be crucial for the user to come back later and make the purchase. This is especially relevant when selling high value products that usually have a longer selling cycle and decision making process before purchase.
*Source: Google Analytics Click Path Report