There are various aspects to online advertising, Affordable SEO Services prove that SEO affects SEM and vice versa. Here are some of the main ways they operate together:
- A higher click-through rate (CTR)
One of your goals as a marketer is to get more and more people to click on your link to see your ad. Strong performance on organic search – which means that search engines rank or display your site at the top of the search engine results page (SERP) – can pave the way for increased CTR for your ads.
Likewise, bidding on your ad to appear above the organic results on the SERPs can increase your site’s organic ranking by getting 20% more clicks.
You don’t need rocket science skills to know that a double exposure – in both organic and paid results – means more exposure for your brand and more traffic to your site.
- Increase in keyword data
Digital marketing relies heavily on data. You will need to constantly collect and analyze your online data from multiple channels to determine your performance in marketing efforts.
SEO and SEM can be great sources of data, especially when it comes to keyword usage. Because keyword data can tell you how target markets use search to find information, products or services, it can shape your content marketing campaigns to be more targeted and aligned in the future.
This is especially true if you apply consistency, continuity, and coordination to your branding message.
- Incoming marketing
Before we discuss how SEO and SEM affect inbound marketing, let’s first discuss what each means or the scope of it.
SEO focuses on increasing your site’s online visibility through the use of meta data, proper formatting, quality content, link building, and the like. The search engines then rank your pages by focusing on the code, usability and relevance of your website. In SEO, the goal is to attract users to your site without you paying for every click.
In the same way, SEM aims to promote websites through various techniques, but through paid advertising. Your ranking in the SERPs depends on the bid or spend on your ad for a particular keyword and on the quality score of your ad.
Meanwhile, inbound marketing is the practice of attracting customers who may be interested in your brand by serving relevant content, including advertisements, to them when they do a search on Google, Bing or Yahoo.
Based on this definition, you could say that both SEO and SEM are part of inbound marketing (although some marketers would disagree on the premise that SEM is more outgoing than inbound because you blow one message to multiple audiences – but let’s save that for another post) .
In the context of inbound marketing, data from your pay-per-click (PPC) advertising and organic search can help you set goals and develop effective campaigns. This is one tactic that incorporates advanced SEM strategies to help you get more page views for certain keywords in the content you are trying to rank for.
And when you track organic user engagement metrics – such as average time spent on your site – it can help you gain valuable insights into user quality from various sources such as search, social media, and email.
- Landing page optimization
The main aspect of Conversion Rate Optimization (CRO) focuses on improving the quality of your landing page, which is a standalone web page dedicated primarily to advertising a specific product or service that you offer to consumers. Naturally, this aspect of CRO is highly relevant to SEO and SEM.
You can start your SEO campaign with a technical audit to ensure that the code on your site is working properly and that there are no problems on your site, such as pages that don’t load properly or that are taking a long time to load. . You’ll want your website to be user-friendly, as it helps increase your visibility in search results. Ultimately, an SEO audit can help you optimize your landing page, drive traffic to your site, and help you achieve your conversion goals.
On the other hand, for SEM, improving the quality of your landing page usually results in positive user engagement or high conversion rates for your ad. More traffic and a better overall experience on your website means you stand a better chance of driving social links and signals, which can do wonders for SEO visibility.
The bottom line here is that the same benefits you get from your landing page optimization can go back to your organic search, where it all started in the first place.
- Brand withdrawal
Launching your brand or website is no easy feat. You may need to spend a lot of money advertising through PPC, so that you can be found more quickly and easily on Google.
Here’s some good news: 80% of consumers tend to have the most awareness of your brand for category keywords after they see your search ad. In a meta study run by Google and Ipsos MediaCT, consumers who were shown a trial brand’s search ad were 80% more likely to remember the brand first when the same category keyword appeared.
The reason is that people use search when they already have a very receptive mindset. When a brand manages to appear at the front of that category, there’s a good chance they’ll remember the brand and be able to search for it organically.
Types of SEO Factors in Search Engines
The SEO star would like to share the knowledge that there are four main groups covered by the Periodic Table in Search Engines in terms of SEO factors:
- On-page SEO: Content, Architecture, HTML
- Off-page SEO: Trust, Links, Users
- Toxins
- The vertical that appears
The elements within each group or subgroup are factors you need to consider if you want to increase the visibility and organic ranking of your site. In the top right corner of each element, there are values to help you understand the weight or importance of a particular element – the higher the number, the more weight it carries.
The on-page and off-page SEO groups each have several subgroups, and each chapter of this SEO guide is dedicated to helping you navigate that particular aspect of SEO.
SEO factors work in combination
The SEO factor doesn’t exist in a vacuum. A well-optimized HTML title won’t compensate for thin content. Very fast site speeds won’t help if search engines can’t easily crawl your pages. Simply put, having several positive factors can increase your chances of success, but negative factors can exacerbate those odds.
On-page SEO factor
Search ranking factors on a page are almost entirely within the control of the publisher. This is where it’s also important to balance serving the needs of your audience with making your page search engine friendly.
The title of the page or article, depth of research, keywords used, etc. should be used with the needs of your specific audience in mind. Your HTML headline, link text and more should provide clues to search engines and your audience about the relevance of your content. Your site architecture will help search engine crawlers navigate your site and help users find what they are looking for.
Off-page SEO factors
Search engines don’t just evaluate what’s on the page and visible to users. The off-page ranking factor is usually beyond the direct influence of the creator or publisher. Search engines evaluate the reputation, quality of site backlinks, the geographic location of the user, and many other factors in order to provide the most relevant results.
While it’s not as easy to control per page, these factors must be taken into account when optimizing your site for search.
Toxins
When done well, SEO benefits search engines just as much as it benefits websites. SEO helps search engines provide users with better search results. However, using SEO techniques that aim to manipulate ranking signals to gain an unfair advantage over the competition can backfire.
We categorize spam and so-called “black hat” techniques into “poison”. Using it could result in your page receiving a ranking penalty or even being banned entirely from search results.
The vertical that appears
Voice, local, image, and video searches have a special chapter in this guide because they represent different ways for users to find your content. Each of these emerging verticals has different features, nuances, and opportunities for brands and publishers. However, they also conform to one or more of the basic elements in our Periodic Table and don’t require a new way of looking at SEO.
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