How To Combine SEO & Pay Per Click Keyword Strategies For More Efficient ROI

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At Estudio34, we have an effective mix in between SEO and PPC, which assists us be more reliable at optimizing costs and targeting.

So, start by developing an interaction strategy before creating your next digital technique. Concentrate on leveraging some of the learnings from one another.

Step 2: Define The SEO & PPC Problem To Resolve

First, you and your groups should ask yourselves:

  • Are we spending for pay per click traffic that we could have protected through SEO?
  • Are we multiplying the impact of growing traffic by doubling up the results of pay per click and SEO in tandem?
  • Would I achieve the very same conversions if I didn’t cover searches on both channels?
  • Is my conversion rate for the exact same question higher on PPC or SEO?

When everybody from your SEO and PPC groups has actually offered answers, it will be easy to create the ideal roadmap of keywords for each team.

An Example Of How To Overcome Keyword Overlap In SEO & PPC

Sometimes, it’s much easier to discover by example, so let’s travel through a genuine marketing problem that we needed to resolve.

In this instance, a grocery retail client had a simple yet very common problem: a high reliance on branded and non-branded terms in their paid campaigns.

The client’s goal was to leverage their SEO efforts in order to reduce direct exposure on paid channels.

The hypothesis was that if you target crucial PPC terms you could easily get organic exposure for, you could stop bidding on them and subsequently stop cannibalizing SEO through paid search.

It deserves specifying that, in our case, there was a huge reliance on branded terms. As you may have experienced, investing in pay per click keywords for which you have excellent natural rankings can make great organization sense to secure protection on a more crowded SERP.

In order to highlight it in a really simplified way, this is how pay per click keyword targeting versus SEO would generally be set:

The SEO Strategy

We try to specify specific terms (AKA: chunky middle, even long tail), and we move towards more comprehensive terms (AKA: Generics), hence grouping many keywords in containers (groups in SEOmonitor).

Ex.: Wooden toy kitchen: Global Browse Volume 11.4 K

The pay per click Strategy

We try to specify broader terms (AKA: broad match), and we move towards specific terms (AKA: specific match), therefore organizing many keywords in pails (AdGroups).

Ex.: Wood toys OR Toys: Worldwide Search Volume 53.5 K

The Outcome

You can see that one will be more particular (PAY PER CLICK) in time, whilst the other is specific from the first day but depends on getting great presence in order to harness any effect.

The next thing to uncover is what happens when you have great presence (rankings) for it.

Action 3: Attempt The Estudio34 Technique

These steps are the real, proven paths to how the Estudio34 group integrated SEO and PPC information to enhance their search exposure while optimizing spending plans for both channels.

Action 3.1: Determine Where & How Cannibalization Takes place

When you have actually made it to this approach, you and your PPC group need to be actively communicating and sharing information.

Without actively collaborating with your PPC group, you might not even understand cannibalization problems.

In this context, cannibalization describes SEO and pay per click targeting the very same keywords and competing for traffic rather of being leveraged together. When that occurs, search engine result may include your own contending landing pages, which can cause lower conversions or dispersed traffic.

Where Does Cannibalization Typically Take Place?

Pay per click groups might bid on terms without understanding the SEO side. Or SEO professionals may inherit this structure from day one without realizing it’s happening.

Because the point of this technique is to benefit cross-channel through keyword overlap, we started the analysis from paid keywords to then cross-reference with SEO data.

How We Stopped SEO & Pay Per Click Keyword Cannibalization

Initially, we pulled a list of pay per click terms that were creating clicks and no conversions over a duration of 3 months– this allows you to organize them by search questions (SQR report).

Note that the timeframe might vary from service to service due to the volume of data and real spending in the given period. You need to evaluate with date ranges to see how many terms meet the criteria. You do not wish to be swamped in rows of data, however rather have actionable and measurable alternatives.

To fix the “not provided” concern and get conversion data at the keyword level, our group at Estudio34 leveraged SEOmonitor’s Organic Traffic module. SEOmonitor brings all the keyword information from Search Console enriched with sessions and conversions from Analytics by using their common ground: the landing page.

When we had the hit list from the PPC group, we uploaded these to the rank tracker as brand-new keywords.

Image by Estudio34 utilizing SEOmonitor.com’s keyword groups, November 2022< img src= "https://cdn.searchenginejournal.com/wp-content/uploads/2022/11/11.2022-SEJ-43-w.-Ugo-3.png "alt="How To Combine SEO & PPC Keyword Techniques For More Reliable ROI "/ > We recommend doing this in a different group, primarily because the

presence for the group can be measured and left out from potential forecasts if needed. Next, it was time to recognize overlaps. Action 3.2: Filter Out Search Terms That Rank In The Top 3

For our case, we looked at keywords in position 3 or above.

We did it manually as we didn’t want brand-new terms to be added unless we said so, but in SEOmonitor, you can set smart groups, meaning that anything that falls into your filtering choice will be immediately included and updated.

Image by Estudio34 utilizing SEOmonitor.com’s innovative filters and Smart groups,

November 2022 Step 3.3: Filter Out Keywords With Ads We continued our filtering in SEOmonitor’s rank tracker so regarding neglect keywords that also have an

ad revealing for them. Theoretically, this check is unnecessary because we took out the terms from pay per click projects.

However, it’s good to know in case you require to do it the other way around. Remember that specific terms may not be gotten in some instances as it depends on your aggressive bidding and when the tool snapshots the SERPs.

Image by Estudio34 utilizing SEOmonitor.com’s advanced filters, November 2022 With time, you’ll also get Seasonality, and SERP Includes Visibility information. These are extremely helpful since whatever terms you decide to test may well have no impact if, seasonally speaking, they are not pertinent. Image by Estudio34 using SEOmonitor.com’s search and SERP information, November 2022 Action 3.4: Test Your New Keywords Start by defining the landing page for which a certain inquiry ranks. The landing page will assist identify just how much traffic was pertaining to it organically and thus if it increases or reduces. Similarly, we can examine conversions that might have been produced from that landing page. Note that we are making concessions, as there are cases where a landing page might be serving the discovery phase purely, so conversions may not affect the total result. Now, you can start screening. You might be lured to pause projects to see the impact on organic traffic. Nevertheless, this is not recommended, primarily since you might

be affecting your top line. How you set about it can help alleviate any threat associated with income loss. Target private keyword screening by: Adding these keywords as unfavorable keywords on a precise match basis on your project or campaigns(subject to how

these are configured ). Running this for 7 to

  • 2 week. Again, subject to the volume of information formerly discussed, this may need to be longer. Due to the fact that we have the natural traffic to the
  • ranking URL, we have a picture of the previously and after impacts of negatively leaving out keywords from PPC projects. Compare

    the following for the timeframe evaluated versus the previous duration: Traffic from PPC to the landing page in concern. Traffic from SEO to the landing page in concern.

    CVR for landing page per channel: PPC and SEO. Revenue/Transactions or Goals from both channels

    • . Try to find patterns like: Enhanced return on advertisement invest
    • (ROAS)in your paid campaigns. This is because the terms
    • left out were apparently not converting however were creating
    • clicks(a factor to consider to be taken into account is that these

    may have been for discovery

    • functions, hence low conversion). SEO traffic increases– that must be the right trajectory if the overlap was indeed helping pay per click. Conversions. This one can swing in either case. The ultimate check is higher conversions. However, for some terms of landing pages, conversion rate and
    • hence conversions might reduce. Why? Because you are recording SEO traffic but it may not convert in addition to when
    • Paid was active. That can be your exception, so doubling up might make sense, or merely PPC would perform excellent by itself. What to do based on the previous patterns: Keep the left out terms if all three circumstances are fulfilled positively– meaning: More SEO traffic. Better ROAS (as you reduce invest). Higher SEO conversions. Very same overall or more(PAY PER CLICK+ SEO)conversions. If there are what-ifs involved and the customer has issues,

    here’s what to do: Tackle concerns with an actual agreed-upon action strategy. As a way of mitigating prospective sales loss, the very first question

    • to ask is if SEO traffic converts worse than when targeting the query on paid
    • . Our suggested action was to revert back to that term and go into specifics: Are

      the landing pages the exact very same? What can be taken from the paid project to improve

      UX on the SEO page? This is where the second benefit of this activity comes to play: leveraging the on-page optimization and clear targeting of a landing page utilized in PPC to target an SEO term and landing page, as follows: Material on the paid landing page was better focused at conversions. Advertisement copy can serve meta descriptions. Advertisement copy titles can help the meta titles for CTR (be careful here due to the fact that it may

      affect ranking changes). The incorrect page was ranking for the term at hand, meaning paid search informed us what landing page would be better fit. You do need to double up, however just on certain times or days of the week, based on which stage of the process you’re in. With this client, we discovered that the very best outcomes came from changing the exact terms that consisted of the brand. Mainly due to the fact that they had a competitive cost and excellent conversion rates. With generic terms, the outcomes were a mixed bag.

    • Yet it’s reasonable to state that on pricey terms, if you have good SEO, it will be an almost certain win. Step 3.5: Examine The Outcomes For this client, we targeted a test with 1,300 terms with a typical cost per click of 0.12 euros.

    Getting 20,000 clicks over the 2 weeks checked saved around 4,800 euros per month. SEOmonitor Can Assist You Zero-In On SEO Performance As we saw from Smith and the group at Estudio34, taking an integrated approach to SEO and pay per click might be useful for data-driven experiments and cutting waste on both channels through: Understanding keyword overlapping and cannibalizing

    outcomes. Knowing what works best in each

    channel and optimizing the other (specific terms, landing pages, meta descriptions, etc). Being mindful of how and when to utilize a specific technique. With SEOmonitor’s data granularity(

    daily ranks for desktop and mobile as basic)and solution

    to the not offered, the company might zero in on SEO efficiency and understand every modification. Plus, having advanced filtering capabilities, they could establish a mix of groupings to track thoroughly. This is just among the many ways SEO experts take advantage of SEOmonitor

  • to be more reliable in their workflows. Join us, and firms like Estudio34, in our quest to assist SEO experts concentrate on what matters.