<< by on August 19th, 2011
I know you’ve all been anxiously awaiting the second part of my blog post covering the webinar “Maximize the Synergy of PPC and SEO: How to Manage Paid and Organic Search Together,” so here it is! I aim to please.
The second part of the webinar features speaker Dr. Horst Joepen of Searchmetrics.
7 Steps to Balance Paid and Organic Search
1. Understand Your (Traffic) Competition – Who, Where, How Strong?
Your traffic competition may actually be different then your industry competitors, or who you would normally think of as competitors. Do some research and discover who is also advertising on your keywords, they may surprise you. Dr. Joepen used an airline that was competing with travel booking sites in addition to other airlines as an example.
2. Estimate Your Potential in Organic Traffic
What traffic do you have today, what potential traffic can you achieve after optimization? Do some research on monthly search volumes.
Potential Gain from Organic Search= (Potential Visitors/day – Current Visitors/day) x Conversion Rate x Conversion Value
The above calculation can help you plan as well as justify the budget for optimizing organic search.
3. Understand Your Organic Search Position vs. Main Competitors
Understand where are you, where are they, so you can better define your goals.
4. Understand Your Paid Search Position vs. Main Competitors
Is there a big competitor that is dominating your tracked keywords? Branch out, and try to find different keywords that are still relevant but are not directly competing with said “big competitor” to help keep down costs.
5. Implement Paid and Organic Search Strategies
For SEO, work on optimizing the actual content of your site, backlink structure, and social ranking structure. For PPC, focus on keyword research, optimizing ads, and campaign management. Allocate your budgets between paid and organic search according to potential.
6. Start “Total Search Performance” Monitoring and Reporting
Constantly monitor and report on how both paid and organic rankings are doing. Remember the main goal is to dominate the top of the first page of search results via either paid or organic listings. Optimize and automate bidding based on organic rank:
- If your competitor is ranking at position 2 or higher and your website is ranking lower than position 2, increase your paid bid.
- If you are ranking at position 1 organically and have a bounce rate of less than 30%, decrease your paid bid. Dr. Joepen recommends that you still have paid ads on that keyword, but that they rank lower on the page so that the organic and paid listings can support each other.
- Increase paid position when organic and paid listings are both lower than position 3
7. Use Keyword Suggestions Leveraging the Entire Search Result
My personal favorite ways to find new keywords are running a search query report (in AdWords under campaigns, click “see search terms” under the keywords tabs) or by looking in Google Analytics at the top keywords bringing traffic to your site.
That concludes the webinar, but if you would like to watch the whole thing, you can register here. If you have any questions, feel free to leave a comment!