SEO and PPC integration
Oban works with a wide range of clients where we deliver integrated international search marketing (SEO and PPC) services as part of a multi-channel strategy. The majority of our clients address multiple channels as a part of their broader marketing mix, and we work closely with them to develop a delivery and measurement framework to optimise, track and attribute multi-channel international campaign activity.
Landing pages and optimisation
Whenever possible, we would recommend that PPC landing pages are tightly integrated into the full site structure and are crawlable by search engines. In general, domain authority is enhanced by relevant on-site content, and by traffic/positive interaction with that content. It’s also widely acknowledged that bounce rates are a ranking signal for natural search, so PPC landing pages which convert well will benefit your SEO performance. Subject to usability testing, we’d also suggest that successful PPC landing pages feature share/like functionality to maximise opportunities to generate domain focused social signals from PPC investment.
PPC landing pages should also be optimised according to SEO best practice. Technical improvements to the page, such as page speed, can help to increase the quality score and populating meta content with relevant keywords can improve landing page relevance.
Keyword data
During the seed keyword generation process and subsequent mining, the current performance of SEO keywords should be carefully evaluated. Using data from analytics and the webmaster consoles for Google, Baidu, Naver or Yandex, the potential value of converting keywords to the PPC campaign should be cross-referenced. PPC specific concepts such as mis-spellings should stem from the SEO keyword set.
As an on-going exercise, we would recommend a regular review of PPC keyword data from an SEO perspective to identify opportunities for head and long tail keywords, and vice-versa.
From a reporting perspective, we can then create keyword portfolios which cover groups of keywords and show performance across paid and organic channels. On an ongoing basis, this portfolio allows for us to make informed decisions about the best activities to increase your visibility and maximise the ROI of your digital marketing.
Ad copy and meta descriptions
SEOs widely acknowledge SERP CTRs as a significant SEO ranking signal. Top performing PPC ads should regularly be reviewed and matched to pages that are visible in natural search. Rich formatting techniques, e.g. user reviews, can also be deployed in both PPC and SEO contexts.
Bid management
Regular testing to clarify whether opportunities exist to decrease PPC spend/increase conversions should be conducted on the following basis:
- Supply ranking snapshot for up to 20 keywords.
- Target keywords on page 1; above the fold.
- Identify keywords for analysis.
The analysis will identify options for:
- No bid – client already visible from SEO.
- Altered bid – review performance if target PPC positions above/below current.
- Shelf bid – target PPC position level with current SEO rank
User journey analysis
Using multi-channel funnels functionality or similar, we would analyse keywords/channels used during your most significant user journeys to ensure that keyword value is clearly understood.
From this analysis, we could, for example, confirm optimisation actions for potentially undervalued generic keywords which may play a key role is users’ research phases, and clarify the relationship between brand/non-brand keywords within the campaign.
