One of my favorite phrases is one that says that “the war of positioning is developed in the search engines while that of the conversion occurs in the website.”
And he does not lack reason. Search engines are followed by real battles to obtain the best positions and thus achieve quality traffic that allows conversions on our website.
Positioning ourselves in the search engine will give us visibility and visits. That is why it is one of the main objectives of most websites.
But we must not forget that this positioning can be done in two ways: organic (SEO) and paid (SEM).
This means that on some occasion you have heard such fantastic phrases as “why do AdWords if free SEO” or “tell the truth, what is better, seo or sem?”.
The truth is that they do not have to be opposing or confronting actions nor is there an absolute truth about whether one is better than the other. The interesting thing is to make them complementary.
In this article I want to share with you 4 strategies in which SEO and SEM come together, thus offering more compelling results.
Link Search Console with Google AdWords
This is not a strategy in itself, but a step that must be taken so that the two Google products, Search Console and AdWords can cross data and you can have more complete information.
To do this you must click on the gear on the top right of your AdWords account, click on “linked accounts” and select Search Console.
Search Console and AdWords
Finally in the box you just have to enter the website you want to link and go. Of course, in order for your accounts to be linked correctly, the administrator of your AdWords account must be the owner of the website (and the associated Search Console account).
Doing this will allow you to have a global vision of the positioning that your website has in the search results. Both at the organic level and through paid AdWords campaigns.
Competency campaign in AdWords
It’s about creating a specific campaign in AdWords with those business terms that are important to you but that are not positioned organically while your competition is.
First of all you should know what your situation is at the organic level, for that you can make use of several tools, like the well-known SEMrush.
But you also have others like Seminar or the aforementioned Search Console.
Once you have located the keywords for which your competition is organically positioned, but you do not, you will create a campaign for those terms.
Do not forget that if they are keywords that refer to different products or services you should group them in different ad groups, so that you can create relevant ads for each grouping of keywords.
Important to note that if you already had those keywords in other campaigns you should, on the one hand, stop not duplicating them and on the other hand, put them as negative if they could activate ads from other campaigns. In this way you will avoid competing against yourself.
Creating this campaign you can give a budget whose goal is to have visibility through AdWords in terms that you do not have at the SEO level.
Detect organic transactional keywords to use in AdWords
Imagine that your ecommerce has a blog with diverse content. If it is well organized you should have an inbound content in it, without attacking transactional terms so as not to compete with your store.
But it is possible that either it is not in this way or you can start positioning for other terms of a transactional type for which you do not have keywords positioned in your store.
If you are aware of these types of keywords you can take them to your AdWords account.
Detect quality keywords in AdWords for SEO
The next strategy would be the reverse of the competition campaign. In this case what you’re going to do is look for keywords that you see that are important to you but that a priori are not proving profitable in AdWords.
You can differentiate two groups of words:
In the first group would be those that provide quality traffic, understood as the one with low% bounce, a certain number of pages viewed and stay longer than the average, but that does not bring conversions.
The second group will have the keywords that are giving you traffic that does not convert with the last-click attribution model , but if you analyze it with the attribution model tool it does give you conversions with the first-click attribution model .
This means that they are words that help you to have visibility and that eventually convert into other campaigns, such as the brand campaign if you had it.
These keywords can be used to create articles for the blog, so you can get more quality traffic organically.
As you can see, SEO and SEM must go hand in hand. Always work with joint strategies and you will see how you achieve better results in your business.
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