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5 ways to build incremental advantage

5 ways to build incremental advantage

Intent-based marketing takes into account consumer motivations and driving needs, so you can be the best answer at that time.

Search is a good channel for intentional marketing, as the keywords that searchers use in their queries can reveal a lot about the underlying reasons for the search.

This applies to both SEO and PPC, and it is another way in which the two tactics work better together.

How can you build incremental benefits and best leverage search intentions using SEO and PPC together? Here are five ways.

Use PPC to fill in gaps in campaigns

The first and most obvious tactic is to use paid ads to increase your organic presence.

Keywords that prove unattainable through SEO – those where you can not organically reach a top three position – can be targeted with paid search ads.

The added benefit here is that when SEO and PPC work closely together, you can avoid wasting PPC budget where organically already achieves top rankings or SERP features, e.g. A selected excerpt.

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Get broad coverage on ambiguous queries

Understanding the specific intent behind a query enables you to use SEO and PPC in more precise ways.

For example, the query [london eye] can mean many things:

I’m doing a school project and want to know the history of the London Eye. I’m going to London to hear about the thing called The Eye. I’m in London next week and want tickets for The London Eye.

You can improve your visibility on this query by focusing on organic as an informative game and PPC as highly transactional.

Touch on different pain points by understanding types of intent

The intent of two seekers using similar queries may be the same even when the pain points are different.

Consider e.g. Two consumers looking for [where to buy full coverage sleep masks].

We can tell that there is commercial intent here – in addition to the obvious “where to buy”, the query indicates that they are looking for “full coverage” and have already researched various mask options. They may have already used a sleep mask before and now have a clear preference for a particular type.

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But a seeker is a traveler who needs a sleep mask for regular business flights.

The other is a shift worker who needs a sleep mask to rest in daylight.

Knowing that these two types of customers (personas) have the same intent, but each has a unique pain point, you can aim for SERP coverage for both.

Your organic placement can be a high quality content article with content content about what makes a good full coverage mask for air travel, with a sidebar or call to action in the text to buy.

Your paid placement can be directly transactional, with ad copy showing the benefits of shift masks for shift workers and the link that leads searchers to the product page.

Both routes get the viewer to the product page with a click or two. And each leaves them feeling that you have spoken directly to them and solved their specific problem.

Boost local search effect with SEO and PPC

Wherever Google detects local intent, the map package appears. If your business is relatively new, or you have far fewer reviews than major competitors, you may have a hard time competing on the local rankings.

It can also be a case where distance affects local and organic performance.

Let’s say a seeker from the queries in the Midwest [las vegas spa menu] as they plan next week’s trip to Sin City.

Which location is closest to the viewfinder? Google still shows a MapPack, but with distance outside the equation, we know that the search engine examines relevance and prominent place in its local rankings.

How do you compete against Goliaths like The Spa at Encore Las Vegas and Canyon Ranch?

With PPC, where you can appear even over MapPack (at least on the desktop; on the mobile, the top results were three organic queries followed by MapPack).

This is why it is actually important to go to the SERPs and research the available placement forms.

Use Intent-Based SEO and PPC to build the profile and improve the revenue from your most valuable pages

Support SEO by using PPC to support the future organic placement of your most valuable pages.

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Let us e.g. Say that your company has done original research.

Maybe you have a computer scientist internally or have taken AI-led technology to help in real time; maybe you should hire an external research firm.

Either way, it took a decent investment of time, resources and energy to produce the landing page where you share highlights and offer the full report as a lead generator.

You will pay for media distribution and create additional blog posts and external thought management articles to promote the report.

But how do you get the site to rank in the long run?

You need links.

And how do you get links?

You get the content in front of people who will link to it.

Cold outreach is a method. But you can also use highly targeted paid search ads to get your page in front of your ideal audience with a copy that speaks directly to why they are interested in it.

Maybe your research can help them prove a point that closes deals and drives revenue. Maybe you are answering a question that bothers others in your industry. Maybe you target journalists in your industry using LinkedIn ads.

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Think about who you are trying to reach, what problem you can solve for them, and what intent drives their search.

Measure it.

Bonus: Share insights for the benefit of both channels

When it comes to harnessing the power of the seeker’s intent, PPC and SEO can be better together – especially in industries such as. E-commerce.

Use SEO data to inform the language that speaks to different types of intentions to improve your PPC ad copywriting.

Maximize the value of your PPC insights by using keyword research and performance metrics to inform your organic content strategy. Look for gaps where you currently cannot meet the intent of a relevant search and fill it out.

Make sure SEO and PPC are tightly tailored and strategize together to maximize the visibility of the SERPs and appeal to the specific needs of high-intensity searchers and the people who matter.

Use your most effective PPC ads to inform smart CTAs and other optimizations on your pages that lie well in organic.

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At the end of the day, you all aim for the same end point. If you get all the channels to push in the same direction, you will get faster, easier and less effort and cost.

This is where incremental benefits lie – where one channel not only complements, but actually supports and builds the other.

Whatever their intent, you can optimize a hassle-free path for your searcher, and using both SEO and PPC to connect with them in their decision-making moments can result in more revenue for your organization.

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Image credits

Selected image and inarticle image provided by the author with permission, August 2021

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