Imagine you’re in a ring having a WWE wrestling match with one of your rivals. During your bout, 2 dudes popped out from under the ring and darted in. They helped you hold your rival back, preventing and defending all his moves, giving you the upper hand. You easily perform your finishing move and claimed victory.
Some may say that is cheating, but to me, that’s just making full use of your resources to your advantage. Now take the wrestling match as your search engine marketing (SEM) strategy, your rival as your competitor, the 2 dudes under the ring as pay per click (PPC) and analytics while you are search engine optimisation (SEO). In order to give your competition a good and easy whooping, you should have an SEM strategy that combines the 3 (SEO, PPC & Analytics). Here is why;
Good SEO enables your website to have a higher ranking in the search engine results page. With a higher ranking, your website will receive higher traffic as seen in the graph above by Chitika Insights. It is also the most important aspect of the 3, it sets the foundation for the rest. All websites have some form of SEO, it is just whether it is done well or not. SEO makes your website accessible and is seen by search engines. Otherwise, you won’t even be shown on the results page and nobody will know you and visit your website. This also ensures that your website is relevant to what users are looking for. By being relevant, you will have a higher quality score, resulting in better bids for your PPC campaigns. You can improve your SEO by following this guide by Moz.
Pay Per Click
PPC would be the cherry on top for your SEM strategy. Extend your accessibility, increase impression and click-through rates by running PPC ads. To compete with your competitors with only SEO is possible but it would require a lot of work. To get a bit of a boost ahead of them, you could use PPC ads. It will require lesser effort (but more money) to reach the top of search engine search results page. Since the PPC ad bidding is determined by a combination of budget and relevance score, you can keep the cost low by ensuring your website and ad copy has a high relevance score. Refer to this guide by Hubspot to run better PPC campaigns on Google.
“You cannot manage what you cannot measure”Peter Drucker, the father of management
Analytics is where you measure all the steps and actions in your SEM strategy. This will let you know how well and why the actions that you have taken for your SEO and PPC did well or not. It’s like how you would taste your cooking and make an adjustment by adding more salt and pepper to get the result you were looking for. Apart from being able to make adjustments, you would be able to identify patterns, duplicate them and determine the appropriate budget for your PPC campaigns.
There are tons of free analytics tool on the internet, with the most popular analytics tool would be the famous Google Analytics. However, I have discovered another analytics tool that is as powerful (or more powerful) than Google’s, Yandex Metrica. One of the most useful features would be its ability to record the website visitor’s session.
In short, create a better SEM strategy by combining SEO, PPC and Analytics. Create a good foundation with SEO, increase reach and CTR with PPC and tweak them with Analytics. At the end of the day if two is better than one, wouldn’t three be the best?
Tell me your favourite SEM tool that you’ve used in the comments below.
Written by: Azrin Hamdan