How To Combine SEO & PPC Keyword Strategies For More Effective ROI

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

So, start by building an interaction strategy before developing your next digital method. Focus on leveraging a few of the learnings from one another.

Step 2: Specify The SEO & PPC Issue To Solve

Initially, you and your teams should ask yourselves:

  • Are we paying for pay per click traffic that we could have secured through SEO?
  • Are we increasing 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 greater on pay per click or SEO?

Once everybody from your SEO and PPC teams has provided answers, it will be simple to create the perfect roadmap of keywords for each group.

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

Often, it’s easier to find out by example, so let’s travel through a genuine marketing problem that we had to resolve.

In this circumstances, a grocery retail customer had a simple yet really typical issue: a high dependency 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 crucial PPC terms you might easily get natural exposure for, you might stop bidding on them and consequently stop cannibalizing SEO through paid search.

It is worth specifying that, in our case, there was a big dependence on branded terms. As you may have experienced, spending on pay per click keywords for which you have excellent natural rankings can make great service sense to protect coverage on a more congested SERP.

In order to highlight it in a really simple manner, this is how PPC keyword targeting versus SEO would typically be set:

The SEO Strategy

We attempt to define particular terms (AKA: chunky middle, even long tail), and we move towards broader terms (AKA: Generics), thus organizing lots of keywords in pails (groups in SEOmonitor).

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

The PPC Method

We try to define more comprehensive terms (AKA: broad match), and we move towards particular terms (AKA: specific match), hence grouping many keywords in pails (AdGroups).

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

The Outcome

You can see that one will be more particular (PAY PER CLICK) gradually, whilst the other specifies from the first day but relies on getting great exposure in order to harness any effect.

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

Action 3: Attempt The Estudio34 Method

These actions are the genuine, proven pathways to how the Estudio34 group combined SEO and PPC information to improve their search presence while optimizing spending plans for both channels.

Action 3.1: Recognize Where & How Cannibalization Takes place

When you have actually made it to this approach, you and your pay per click team should be actively communicating and sharing data.

Without actively collaborating 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 same keywords and competing for traffic instead of being leveraged together. When that happens, search results page may include your own completing landing pages, which can result in lower conversions or dispersed traffic.

Where Does Cannibalization Frequently Happen?

Pay per click teams may bid on terms without understanding the SEO side. Or SEO experts may acquire this structure from the first day without realizing it’s happening.

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

How We Stopped SEO & PPC Keyword Cannibalization

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

Keep in mind that the timeframe may vary from business to service due to the volume of information and real spending in the provided period. You need to check with date varies to see the number of terms fulfill the criteria. You don’t want to be overloaded in rows of data, but rather have actionable and quantifiable 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 utilizing their common ground: the landing page.

When we had the hit list from the pay per click team, we published these to the rank tracker as 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 Efficient ROI "/ > We suggest doing this in a different group, primarily because the

presence for the group can be determined and excluded from prospective forecasts if required. Next, it was time to identify 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 new terms to be added unless we stated so, however in SEOmonitor, you can set clever groups, indicating that anything that falls under your filtering alternative will be instantly included and upgraded.

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 exclude keywords that also have an

advertisement revealing for them. In theory, this check is unnecessary because we pulled out the terms from PPC campaigns.

Nevertheless, it’s great to know in case you require to do it the other method around. Remember that specific 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 using SEOmonitor.com’s sophisticated filters, November 2022 In time, you’ll also get Seasonality, and SERP Includes Presence details. These are extremely helpful due to the fact that whatever terms you decide to test may well have no effect if, seasonally speaking, they are not relevant. Image by Estudio34 utilizing 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 specific inquiry ranks. The landing page will assist determine just how much traffic was concerning it organically and hence if it increases or decreases. Likewise, we can evaluate conversions that might have been created from that landing page. Note that we are making concessions, as there are cases where a landing page may be serving the discovery stage purely, so conversions might not impact the overall result. Now, you can start screening. You might be tempted to stop briefly projects to see the influence on natural traffic. Nevertheless, this is not advised, mainly since you might

be affecting your leading line. How you go about it can help alleviate any threat related to profits loss. Target specific keyword screening by: Adding these keywords as unfavorable keywords on a precise match basis on your campaign or projects(topic to how

these are configured ). Running this for 7 to

  • 14 days. Again, subject to the volume of information previously discussed, this might need to be longer. Since we have the organic traffic to the
  • ranking URL, we have a picture of the previously and after impacts of negatively excluding keywords from PPC campaigns. Compare

    the following for the timeframe checked versus the previous period: Traffic from PPC to the landing page in concern. Traffic from SEO to the landing page in question.

    CVR for landing page per channel: pay per click and SEO. Revenue/Transactions or Objectives from both channels

    • . Search for patterns like: Enhanced return on ad spend
    • (ROAS)in your paid campaigns. This is because the terms
    • left out were apparently not converting but were producing
    • 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 best trajectory if the overlap was undoubtedly helping pay per click. Conversions. This one can swing in either case. The ultimate check is greater conversions. However, for some terms of landing pages, conversion rate and
    • thus conversions may decrease. Why? Because you are catching SEO traffic however it might not transform in addition to when
    • Paid was active. That can be your exception, so doubling up might make sense, or simply pay per click would perform fantastic by itself. What to do based upon the previous patterns: Retain the left out terms if all three instances are met favorably– significance: More SEO traffic. Better ROAS (as you decrease spend). Higher SEO conversions. Very same total or more(PPC+ SEO)conversions. If there are what-ifs included and the customer has concerns,

    here’s what to do: Tackle concerns with a real agreed-upon action strategy. As a means of mitigating possible sales loss, the first concern

    • to ask is if SEO traffic transforms worse than when targeting the inquiry on paid
    • . Our advised action was to revert back to that term and dig into specifics: Are

      the landing pages the specific very same? What can be drawn from the paid campaign to improve

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

      impact ranking fluctuations). The wrong page was ranking for the term at hand, implying paid search told us what landing page would be better matched. You do need to double up, but just on particular times or days of the week, based on which stage of the procedure you remain in. With this client, we discovered that the best outcomes originated from changing the exact terms that consisted of the brand name. Primarily due to the fact that they had a competitive cost and good conversion rates. With generic terms, the results were a mixed bag.

    • Yet it’s affordable to state that on expensive terms, if you have good SEO, it will be an almost particular win. Action 3.5: Evaluate The Outcomes For this customer, we targeted a test with 1,300 terms with an average cost per click of 0.12 euros.

    Getting 20,000 clicks over the 2 weeks evaluated conserved around 4,800 euros each month. SEOmonitor Can Help You Zero-In On SEO Performance As we saw from Smith and the group at Estudio34, taking an integrated technique to SEO and PPC 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 (particular terms, landing pages, meta descriptions, etc). Bearing in mind how and when to leverage a particular technique. With SEOmonitor’s data granularity(

    everyday ranks for desktop and mobile as basic)and option

    to the not supplied, the agency might zero in on SEO efficiency and comprehend every change. Plus, having advanced filtering abilities, they could set up a mix of groupings to track thoroughly. This is simply one of the many methods SEO specialists leverage SEOmonitor

  • to be more effective in their workflows. Join us, and firms like Estudio34, in our quest to help SEO experts focus on what matters.