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

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At Estudio34, we have a powerful mix in between SEO and pay per click, which helps us be more effective at optimizing spending and targeting.

So, start by building a communication strategy before creating your next digital technique. Focus on leveraging some of the knowings from one another.

Action 2: Define The SEO & PPC Problem To Fix

First, you and your teams should ask yourselves:

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

Once everyone from your SEO and PPC groups has provided answers, it will be easy to produce the best roadmap of keywords for each team.

An Example Of How To Conquer Keyword Overlap In SEO & PAY PER CLICK

Sometimes, it’s much easier to find out by example, so let’s travel through a real marketing problem that we needed to solve.

In this circumstances, a grocery retail client had an easy yet really typical issue: a high reliance on branded and non-branded terms in their paid projects.

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

The hypothesis was that if you target essential pay per click terms you could easily get natural visibility for, you could stop bidding on them and as a result stop cannibalizing SEO through paid search.

It is worth mentioning that, in our case, there was a huge dependence on top quality terms. As you might have experienced, investing in pay per click keywords for which you have great organic rankings can make great service sense to protect protection on a more crowded SERP.

In order to illustrate it in an extremely simplistic way, this is how pay per click keyword targeting versus SEO would typically be set:

The SEO Technique

We try to specify specific terms (AKA: chunky middle, even long tail), and we move towards broader terms (AKA: Generics), hence organizing lots of keywords in buckets (groups in SEOmonitor).

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

The PPC Strategy

We try to specify wider terms (AKA: broad match), and we move towards particular terms (AKA: specific match), therefore organizing lots of keywords in containers (AdGroups).

Ex.: Wooden toys OR Toys: International Search Volume 53.5 K

The Result

You can see that a person will be more specific (PAY PER CLICK) with time, whilst the other specifies from day one but relies on getting good exposure in order to harness any effect.

The next thing to discover is what occurs when you have excellent exposure (rankings) for it.

Step 3: Attempt The Estudio34 Technique

These steps are the genuine, tested pathways to how the Estudio34 team combined SEO and PPC information to improve their search presence while enhancing budgets for both channels.

Step 3.1: Determine Where & How Cannibalization Happens

Once you’ve made it to this technique, you and your pay per click group need to be actively interacting and sharing data.

Without actively working together with your pay per click group, you may not even know cannibalization issues.

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

Where Does Cannibalization Typically Take Place?

PPC teams might bid on terms without knowing the SEO side. Or SEO specialists may inherit this structure from day one without realizing it’s taking place.

Due to the fact that the point of this method is to benefit cross-channel through keyword overlap, we started the analysis from paid keywords to then cross-reference with SEO information.

How We Stopped SEO & PPC Keyword Cannibalization

First, we pulled a list of PPC terms that were generating clicks and no conversions over a duration of three months– this permits you to organize them by search questions (SQR report).

Note that the timeframe might vary from service to organization due to the volume of information and real spending in the provided duration. You ought to evaluate with date varies to see how many terms meet the criteria. You do not want to be overloaded in rows of data, but rather have actionable and measurable alternatives.

To solve the “not offered” issue and get conversion information at the keyword level, our team at Estudio34 leveraged SEOmonitor’s Organic Traffic module. SEOmonitor brings all the keyword data 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 using 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 Integrate SEO & Pay Per Click Keyword Methods For More Effective ROI "/ > We suggest doing this in a different group, mainly since the

exposure for the group can be measured and omitted from possible projections if needed. Next, it was time to determine overlaps. Action 3.2: Filter Out Browse Terms That Rank In The Leading 3

For our case, we took a look at keywords in position 3 or above.

We did it manually as we didn’t desire brand-new terms to be added unless we said so, however in SEOmonitor, you can set clever groups, implying that anything that falls under your filtering choice will be automatically added and updated.

Image by Estudio34 using SEOmonitor.com’s advanced filters and Smart groups,

November 2022 Action 3.3: Filter Out Keywords With Ads We continued our filtering in SEOmonitor’s rank tracker so as to overlook keywords that likewise have an

advertisement showing for them. In theory, this check is unneeded because we pulled out the terms from pay per click campaigns.

Nevertheless, it’s excellent to understand in case you need to do it the other way around. Keep in mind that certain terms may not be gotten in some instances as it depends upon your aggressive bidding and when the tool snapshots the SERPs.

Image by Estudio34 utilizing SEOmonitor.com’s sophisticated filters, November 2022 With time, you’ll also get Seasonality, and SERP Includes Presence details. These are incredibly beneficial since whatever terms you decide to test might well have no effect if, seasonally speaking, they are not relevant. Image by Estudio34 using SEOmonitor.com’s search and SERP data, November 2022 Action 3.4: Test Your New Keywords Start by specifying the landing page for which a certain question ranks. The landing page will help figure out how much traffic was concerning it naturally and hence if it increases or decreases. Likewise, we can examine conversions that might have been created from that landing page. Keep in mind that we are making concessions, as there are cases where a landing page might be serving the discovery phase purely, so conversions might not impact the total result. Now, you can begin screening. You might be lured to stop briefly projects to see the influence on natural traffic. However, this is not recommended, primarily because you could

be impacting your leading line. How you go about it can help alleviate any danger connected with revenue loss. Target individual keyword testing by: Including these keywords as unfavorable keywords on a specific match basis on your project or campaigns(topic to how

these are set up ). Running this for 7 to

  • 14 days. Once again, based on the volume of data formerly discussed, this might need to be longer. Due to the fact that we have the natural traffic to the
  • ranking URL, we have a snapshot of the previously and after impacts of adversely excluding keywords from PPC projects. Compare

    the following for the timeframe tested versus the previous duration: Traffic from pay per click to the landing page in concern. Traffic from SEO to the landing page in question.

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

    • . Try to find patterns like: Enhanced return on ad spend
    • (ROAS)in your paid projects. This is due to the fact that the terms
    • excluded were apparently not converting but were creating
    • clicks(a factor to consider to be considered is that these

    may have been for discovery

    • purposes, thus low conversion). SEO traffic increases– that need to be the right trajectory if the overlap was indeed helping PPC. Conversions. This one can swing either way. The ultimate check is greater conversions. Nevertheless, for some regards to landing pages, conversion rate and
    • therefore conversions might reduce. Why? Due to the fact that you are catching SEO traffic but it may not transform in addition to when
    • Paid was active. That can be your exception, so doubling up might make sense, or just PPC would carry out fantastic on its own. What to do based upon the previous patterns: Retain the left out terms if all three circumstances are fulfilled favorably– meaning: More SEO traffic. Better ROAS (as you decrease spend). Greater SEO conversions. Very same total or more(PPC+ SEO)conversions. If there are what-ifs included and the client has concerns,

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

    • to ask is if SEO traffic converts worse than when targeting the inquiry 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 drawn from the paid project to improve

      UX on the SEO page? This is where the 2nd benefit of this activity concerns play: leveraging the on-page optimization and clear targeting of a landing page used in pay per click to target an SEO term and landing page, as follows: Content on the paid landing page was better focused at conversions. Ad copy can serve meta descriptions. Ad copy titles can assist the meta titles for CTR (beware here because it might

      impact ranking fluctuations). The incorrect page was ranking for the term at hand, indicating paid search told us what landing page would be much better suited. You do need to double up, but only on certain times or days of the week, based upon which stage of the procedure you remain in. With this customer, we found out that the best outcomes came from changing the specific terms that included the brand. Primarily since they had a competitive expense and great conversion rates. With generic terms, the results were a variety.

    • Yet it’s sensible to state that on pricey terms, if you have great SEO, it will be a practically particular win. Action 3.5: Examine The Results For this client, we targeted a test with 1,300 terms with a typical expense per click of 0.12 euros.

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

    outcomes. Knowing what works best in each

    channel and optimizing the other (particular terms, landing pages, meta descriptions, and so on). Being mindful of how and when to utilize a specific method. With SEOmonitor’s information granularity(

    daily ranks for desktop and mobile as basic)and option

    to the not offered, the agency might zero in on SEO efficiency and comprehend every change. Plus, having advanced filtering abilities, they might set up a mix of groupings to track carefully. This is simply one of the lots of ways SEO professionals leverage SEOmonitor

  • to be more efficient in their workflows. Join us, and agencies like Estudio34, in our quest to help SEO professionals focus on what matters.