You know the benefits of SEO and PPC individually but are you aware that you can combine the two to enhance and improve your digital marketing strategy? Matt Owen, our Head of UK Agency explains how we use the data from both channels to complement each other.
Hello. My name is Matt Owen. I'm Head of UK Agency at Jellyfish. I'm going to talk for a few minutes around SEO and PPC working together and three key issues that we look at, which are attribution, testing, and optimization.
Attribution comes first for us, because when we think around the increasingly complicated journeys that consumers take to reach your website and to convert, we know that they are using different channels - SEO, PPC , email, and affiliates - to get to that end destination. So with SEO and PPC integration in mind, understanding what kinds of keywords are used and how they interact between those channels is a vital first stage in efficient cross-channel search marketing.
So looking at this screen graph, we can see that from Google Analytics multi-channel funnels we can get a very interesting viewpoint on the different interactions, and this is a very typical data pattern where we see for any single conversion point consumers are using SEO and PPC to reach their end destination.
What would be ideal would be if we could drill further down into that data and actually look at specific keyword level interactions, and our Infinity Tracking system lets us do that in a much more granular way and allows us to make real-time bidding decisions based on that kind of attribution and that cross-channel journey. So attribution is very, very important.
The second thing we look at is testing. So a typical scenario is where we perhaps have very good visibility for a keyword in both paid and organic results, and we want to trust whether by turning off the PPC ad we can pick up that extra traffic from SEO and whether that results in an equivalent or perhaps greater number of conversions. So the two key testing points to bear in mind are first of all confidence. We need to run the test for a long enough time to gather sufficient data in terms of clicks and conversions for that test to be valid. Secondly, consistency, we need to make sure that when we start the test, we have very consistent messaging across both PPC and SEO. Then when we turn off the ad, we know that we're testing on a much more valid basis.
The third key point is around just routine campaign optimization. So, for example, when we think around PPC landing pages, the content of those landing pages needs to encompass not just relevant copy on page, but also metadata copy. So, for example, the page title, the H1 tag should also be optimized to ensure that that user journey, what Google perceives, is a very smooth transition from keyword to ad to the page itself, and that will help your quality score.
The third and final point is around keyword data. So, in other words, using PPC we can very quickly mine data, look at raw search terms, and use that data in the SEO campaign to ensure that we're optimizing not just for the obvious head keywords, but for a greater spread of long tail keywords.
So those are three things that we look at. I hope that's been useful.