At Estudio34, we have a powerful mix of both search engine and pay per click.
Building a communication plan is the first thing you should do before creating a digital strategy. Take some of the learnings from each other.
Step 2: Define The SEO & PPC Problem To Solve
You and your teams need to ask themselves first.
- Are we paying for PPC traffic that we could have secured through SEO?
- Are we multiplying the effect of growing traffic by doubling up the results of PPC and SEO in tandem?
- Would I achieve the same conversions if I didn’t cover searches on both channels?
- Is my conversion rate for the same query higher on PPC or SEO?
It will be easy to create a perfect road map for each team if everyone from your teams gives answers.
An Example Of How To Overcome Keyword Overlap In SEO & PPC
It is easier to learn from an example than it is from a real problem.
A common problem for grocery retail clients is a high dependency on branded and non- branded terms.
The client wanted to reduce their exposure on paid channels by using their search engine efforts.
The hypothesis was that if you were able to get organic visibility for key pay per click terms, you could stop bidding on them and thus stop cannibalizing search engine results.
There was a huge dependence on branded terms in our case. If you have good organic rankings, it makes sense to spend a lot of money on pay per click to protect coverage on a crowded page.
In order to show it in a way that is easy to understand, this is how it would be set.
There is a strategy for the search engine.
We try to define specific terms and then move towards broader terms, so that we can group many words in buckets.
The global search volume for the wooden toy kitchen was over 11 million.
There is a strategy for the pay per click.
The global search volume was 53.5K.
There was a result.
One will be more specific over time and the other will be specific from the beginning but needs good visibility to harness any impact.
When you have good visibility, what happens when you don't?
Step 3: Try The Estudio34 Method
The Estudio34 team combined their search and pay per click data in order to improve their visibility and budget.
Step 3.1: Identify Where & How Cannibalization Occurs
You and your team should communicate and share data once you make it to this method.
If you don't collaborate with your team, you might not know about cannibalization issues.
In this case, cannibalization refers to the fact that search engines and pay per click are competing for the same traffic. Search results can include your own competing landing pages, which can lead to lower conversions.
Where does cannibalism usually occur?
The teams might not know the side of the business. The structure may be passed on from day one to the professional.
The purpose of this strategy is to benefit cross- channel through the use of paid and organic search.
How were we able to stop the practice of search engine marketing and pay per click.
Due to the amount of data and spending in the given period, the timeframe may be different from business to business. To find out how many terms meet the criteria, you need to test with date ranges. You don't want to be overwhelmed by data but have options.
The team at Estudio34 used the organic traffic module to solve the "not provided" issue. The landing page is where the data from Search Console and sessions and conversions from Analytics are put together.
We uploaded the hit list from the pay per click team to the rank tracker.
- Image by Estudio34 using SEOmonitor.com’s keyword groups, November 2022
It's best to do this in a separate group because visibility for the group can be measured and excluded from potential forecasts.
The next step was to identify overlaps.
Step 3.2: Filter Out Search Terms That Rank In The Top 3
We looked at the words in position 3 or higher.
When we did it manually, we didn't want new terms to be added unless we said so, so we set smart groups so that anything that falls into your filters will be automatically added and updated.
- Image by Estudio34 using SEOmonitor.com’s advanced filters and Smart groups, November 2022
Step 3.3: Filter Out Keywords With Ads
We kept our filters in the rank tracker, so that we didn't have to remove the ads that were showing for them.
This check isn't necessary because we pulled out the terms from the campaigns.
It is a good thing to know if you need to do it differently. Some terms may not be picked up in certain instances, as it depends on your aggressive bidding and when the tool looks at the SERPs.
- Image by Estudio34 using SEOmonitor.com’s advanced filters, November 2022
You will get Seasonality and features visibility over time.
If the terms you test are not relevant, they won't have an effect.
- Image by Estudio34 using SEOmonitor.com’s search and SERP data, November 2022
Step 3.4: Test Your New Keywords
Define the landing page for the query that you want to rank.
If it increases or decreases, the landing page will help determine how much traffic came to it. We can look at conversions from that landing page. There are cases where a landing page may serve the discovery phase solely, so conversions may not affect the overall result.
You can test now.
It's possible to pause campaigns to see the impact on traffic. This is not a good idea because you could be affecting your top line. Any risk associated with revenue loss can be mitigated by how you handle it.
Individual testing by:
- Adding these keywords as negative keywords on an exact match basis on your campaign or campaigns (subject to how these are configured).
- Running this for 7 to 14 days. Again, subject to the volume of data previously mentioned, this may have to be longer.
Because we have the organic traffic to the ranking URL, we have a snapshot of the before and after effects of negatively exclusion from pay per click campaigns.
The following is a comparison of the previous period with the current one.
- Traffic from PPC to the landing page in question.
- 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.
There are patterns that you should look for.
- Improved return on ad spend (ROAS) in your paid campaigns. This is because the terms excluded were supposedly not converting but were generating clicks (a consideration to be taken into account is that these may have been for discovery purposes, thus low conversion).
- SEO traffic increases — that should be the right trajectory if the overlap was indeed helping PPC.
- Conversions. This one can swing either way. The ultimate check is higher conversions. However, for some terms of landing pages, conversion rate and thus conversions may decrease. Why? Because you are capturing SEO traffic but it might not convert as well as when Paid was active. That can be your exception, so doubling up could make sense, or simply PPC would perform great on its own.
How to do it based on the previous patterns.
If all three instances are positive, keep the excluded terms.
- More SEO traffic.
- Better ROAS (as you decrease spend).
- Higher SEO conversions.
- Same total or more (PPC + SEO) conversions.
Here are the things to do if the client has concerns.
There is an agreed upon action plan to tackle concerns.
The first question to ask is if the traffic that goes to the site converts worse than the traffic that goes to the site that doesn't. We recommend reverting back to that term and looking into the specifics of the landing page. The paid campaign can be used to improve the user experience on the website.
The second benefit of this activity is the use of on-page and clear targeting of a landing page used in pay per click to target anseo terms and landing pages.
- Content on the paid landing page was better focused at conversions.
- Ad copy can serve meta descriptions.
- Ad copy titles can help the meta titles for CTR (be careful here because it may affect ranking fluctuations).
- The wrong page was ranking for the term at hand, meaning paid search told us what landing page would be better suited.
- You do need to double up, but only on certain times or days of the week, based on which stage of the process you’re in.
The best results were achieved by changing the terms that included the brand. They had a good conversion rate.
The results were mixed. It is reasonable to say that if you have goodseo it will be a win.
Step 3.5: Evaluate The Results
The test was 1,300 terms and had an average cost of 0.12 euros. Around 4,800 euros per month was saved by generating 20,000 clicks.
SEOmonitor Can Help You Zero-In On SEO Performance
We saw from Smith and the team at Estudio34 that taking an integrated approach to the two channels might be useful for data-driven experiments.
- Understanding keyword overlapping and cannibalizing results.
- Learning what works best in each channel and optimizing the other (specific terms, landing pages, meta descriptions, etc.).
- Being mindful of how and when to leverage a specific tactic.
The agency could zero in on the performance of the website with the help of the data and solution not provided.
They were able to set up a mix of groupings to watch out for.
This is one of the many ways that a professional in the field of internet marketing uses the websiteseomonitor to their advantage.
Join us and agencies like Estudio34 in our quest to help people focus on what is important.