Digital Power Hour - How to Make SEO & PPC Work Together

Welcome to the Digital Power Hour Presented by 51Blocks!

Chris:
Hello, and welcome to the digital Power Hour. You're joined now with your host. My name is Chris. And we're here with jack as well going on jack.

Jack:
Hey, what's happening?

Chris:
All right, we're here to hit you with good digital marketing content. We have a good topic for today, SEO and PPC, both Google platforms, how do you make them work for your business? We were we actually had a client reach out to us and say, Hey, you know, I'm doing SEO. Also doing. I'm also interested in Google ads, like how do these things work together? And we've actually been talking about this and we wanted to share that conversation with you in terms of how do you how can you actually in should you use Google ads and Seo at the same time to leverage traction for your business. Now, the first thing that I want to get into was the strategy types, because they're different strategy types. One is a long term strategy. And I'm sure you know where I'm going with this schpeel jack, one strategy and what is a short term strategy? What maybe you could talk a little bit more about the SEO aspects and why it's beneficial as a long term strategy.

Jack:
Yeah, absolutely. So, um, when you're doing when, when I when I approach an SEO test to try to, you know, identify keywords that I want a business to rank for, you know, there's three main metrics which is basically the monthly search volume so that the number of times someone searches for that keyword term, either nationally globally or locally, and then there's also competition so that that basically tells you how hard it will be to rank for that. But to me what you know, the most important factor is really the CPC cost, which is the cost per click. And that's basically how PPC is evaluated when you want to bid and rank for particular keywords for PPC campaign. So ideally, when I what I try to identify keywords for a client, what I really want to look for is kind of the balance between how competitive a keyword is and then how expensive the CPC costs are. And depending on the industry, you know, CPC cost can be easily over $100 for just a click.

Chris:
Today, actually,

Jack:
yeah, a big one I've seen is for for law firms man though, like if you're just searching for criminal attorney in Atlanta or whatever the area may be, man, those keywords can get up to $130 a day. Click. But a big a big factor with it to me with a PPC campaign is I look at PPC campaigns as you know, it's, you're you're trying to be efficient you're trying to get the conversion as quickly as possible. So when when you're kind of crafting a PPC link, I mean, it should be all value centered. It should be about, you know, whether it's offering a discount. And then basically, if someone clicks on that link, they're instantly access to that discount and then that they can convert, because when it comes to SEO, and the kind of content journey you don't necessarily want to kind of necessarily lead with a conversion you kind of want to lead with, hey, here's some information that'll really benefit you. You know, if you're searching for best ways to groom your dog are best, best ways to prevent your dog from I'm getting fleas or ticks or whatever. And let's say your business is you sell a premium dog hairbrush. So if someone searches for best ways to prevent their dog from getting fleas or something, there should be there could be a lot of studies out there that say, you know, a dog that's regularly groomed. You know, it drastically reduces their chances of getting fleas. But the original search was just the person kind of figuring out what's ways that I can, I can prevent my dog from getting fleas, but then you kind of lead in that conversion versus a PPC campaign. You're trying to you're trying to bid on keywords that are super conversion focus, someone that's looking for a service and then basically you're answering Hey, this is what I have to offer. This is how I'm going to offer a benefit to you to solve your problem as efficiently as possible because you know, you know you are charged for the clicks. So if you know you're you're bidding on expensive keywords, and they kind of visit your site and they're not they're not instantly enticed, or the landing page is kind of a lot of fluff or something. And then they're just like, Okay, well, this wasn't what I'm looking for. I'll just click on the next PPC ad. I mean, you're, you're charged that amount versus SEO, you know, they clicked on it, so at least you're getting that benefit that, you know, a higher click through rate.

Chris:
Right, you you've touched on a lot of things there. And I want to, I want to dissect that a little bit, because you've touched on quite a few things. And one thing I want to start off with is you're right, so you know, usually does take a lot of, you know, multiple touchpoints before somebody decides to make a decision to go with your brand. And what you're talking about is those that infer that alternative sources of information, for example, value, pieces of content that has value that is informative, and SEO does that so a lot of people kind of just up into this is kind of what I need each other because a lot of people do kind of just go with PPC for short term short term return, short term return. However, there's usually people do a lot of research before they make a decision. And with SEO, which is a long term strategy, you could definitely make sure that you have your that touch point before people decide to make that decision. A lot of times people don't just, you know, go see your brand. And then there's like, Oh, I want that. You know, usually, even with me on instagram right now, there are a few brands that I really want to purchase something from, because I've seen them on my social media so many times and you know, I'm familiar with them. Now. I've seen their content. I've seen them a few times, so automatic that trust them a little bit more, or either that or I'm just familiar with them. So same thing with SEO. If somebody is looking for a particular product or a service, it's likely that they're looking for general entry. formative information before they make that decision. And that's where SEO comes in. And then you can hit them over the head when they're ready for that lower funnel stage, you can hit them with a PPC campaign. So it doesn't make sense to do both at the same time, you can use m plus, on top of that. You also want to look at how SEO can help reduce your cost of acquisition over a long period of time, keep in mind that, you know, with PPC, you're gonna have to Kate you're gonna have to keep paying for those, those individuals, those those conversions, you have to pay for those clicks, versus SEO, you want to make sure that has a chance to mature over time, because then you're able to get those organic clicks and you don't have to pay to get those clicks. So you want to see your SEO improving over time so that you move your way to that top spot. But while you're working your way and even at the same time You want to make sure that you have you can get those clicks for the short term with a short term approach of just paying with Google.

Jack:
Yeah, absolutely. And and, you know, they a big part of a PPC campaign and Facebook ad campaign is just the the return on adspend. So I mean, if you're converting people, but you know, the PPC costs are so high that you're really not, you know, netting a lot, then that could be an issue. And that could be something where you shift more to a long term SEO strategy. Just because, you know, I've seen it time and time after again, I mean, websites that that are consistently putting out content that's relevant to their audience that is around subjects that, you know, makes sense for that website to talk about. I mean, they they do so much better than sites that that are just kind of complacent with their their marketing efforts and are kind of like, Okay, my website's good to go. And another thing is, you know, I've seen I've seen a lot of clients and and they kind of want to keep their website real concise and clean. Which could be good if you're, if you're really focused on doing Facebook ads or PPC ads, because, like I said, I try to I try to trim out all the fat and make it as short of a funnel as possible, you know, they search for a service, you entice them with your offer, they click on it, they instantly get it, and then they convert. But but with it, but with SEO, you know, building out the homepage so that it's real thorough, you know, at least 2500 words and and building out those service pages where you're really explaining how you're offering value to your reader. And not only that, but also just including resources for them to dive deeper. Um, but yeah, I mean, I would say I would say with any kind of average tising I always like to just kind of to analyze, you know what got me last. So I would say the last time I got converted on a PPC campaign. It was kind of early during the Coronavirus pandemic. And I, you know, everyone's kind of afraid to go to the grocery stores and I was like, Okay, I'm gonna try one of these wind delivery services. So I just did, yeah, just did I just googled wind delivery. And, you know, the PPC ads were much, much more enticing than the SEO links, because they they gave me an instant, enticing offer it was the headline was, you know, 60% off your first order. And then, you know, whichever one had the best offer, I clicked on it, and then it was like, you know, four bottles of wine for originally $120. And then with the PPC offer, it was down to like, you know, $40 or whatever. And, you know, it instantly converted me

Chris:
Right. And then and then we also have to take into the fact that, you know, buyers, every buyer is different. And they, they, their decision making process is a little different. I know with me, I really click on Google Ads just Well, okay, depends. Okay, I'm gonna get back to why it depends. But for me, I'm a little bit more of an exploratory person, I like to look and compare. And before I make a purchase, I do a lot of research and comparing and check out this site and check out that site. So for me, I'm not going to necessarily click on the best deal, unless I know the brand I want to go with and they just happen to have a deal. So for example, the thing the other day I was looking at like hellofresh, and these other like food delivery services. Yeah, and I've had hellofresh before so I did want to go on their PPC see what's going on with their PPC campaign to see if they had any new deals going because I know that If I'm considering going back, I do want to get a deal. And I want to see if they have any deal for returning customers. But also, I do want to touch on the fact that you brought up the cost per click, like the actual, like, expensive costs up to, like $100. Seo can have a tremendous influence on that cost and how much you're going to pay because and this goes back to what I mentioned with the client we were talking about earlier, where, you know, optimizing, sending people to a page that's not really optimized can increase your cost per click, Google can easily look at the landing pages and add people to them say, hey, this page doesn't really talk about the thing that your ads are talking about. And I think that we you it's important to make sure that the pages SEO because senate traffic organically or pay to optimize page definitely makes Google understand that hey, content is relevant to the people that are searching for it, and it matches their search intent. So it's important that you optimize your page, it helps you in the long run. But it also helps you with your short term strategy with Google ads. If you don't have a good landing page experience, or you're not optimizing for to the keywords that you're targeting, you could increase your cost that goes into that quality score. Quality Score is basically Hey, what's the click through rate? Or is your ad copy relevant to your, to the ads you're targeting? And also is your landing page good? You know, of course, it includes like the experience and everything and, but at the end of the day, it needs to match the keywords, the keywords needs to match the heads, the keywords that you're targeting also needs to match the landing page. So I would definitely suggest making sure that you're doing the SEO, optimizing your landing page, optimizing your website for good experience so that when you Want to target that for ads? Google will go for lack of better words go easy on you with the cost compared to your competitors.

Jack:
Yeah, absolutely. And and you just touched on something that I think is really, really important, but it's something that I feel like, especially in content SEO is so kind of, um, not necessarily convoluted, but I think SEOs and just kind of content writers completely overthink, you know, how the Google algorithm works, in the sense where I view it as the, you know, it's basically an automated system where the Google bots or the the, the mechanism on the back end, is literally just trying to align the the keywords that people are using in the search bar with the terminology that's in relevant factors. on the page. So I mean, if you're trying to rank for Invisalign services in Atlanta, then you know, you got to put that in your title tag and your h1, and then you have to make those h2, all analogous with that topic, you know, what are the benefits of Invisalign? What is Invisalign? What's the cost of Invisalign, all those aligning search queries, and then it you know, if you organize it in a way where the page it has a clear hierarchy, where the the h1 topic is just Invisalign, and then the h2 is talking about all these similar questions that people search around Invisalign. And each of those subheadings are real thorough, you know, give a good 200 words of explanation, include, you know, links to other other places on the website and the anchor text. You know, makes sense, whether it's Invisalign for teams, and then the anchor text goes to a page that's specifically Invisalign for teens, then Google will inevitably just look at that is just a super, super relevant piece of content for people searching for Invisalign in Atlanta. But a problem I've had with, you know, clients in the past is that they want their blog content to be, oh, I don't want to keyword stuff that I don't I don't want it to sound like I actually had actually had a someone talk about that recently, where they're like, yeah, my competitors are completely blowing me out of the water. But I don't like the content because it's so keyword stuff and uses all these localizers and I'm like, Well, I mean, they're, they're blowing you out of the water because, you know, they're using the terminology that people are using to search for those services. And your website is, is although the tone is, I guess, appealing or friendly. It's just not using the keywords to the best advantage to entice the reader because you know, if you search What's the cost of Invisalign? And then you go to the page and there's no h2 or, or section that's that's clearly says, What is the cost of Invisalign, then you're probably going to bounce and leave that page and try to find the page that has that section.

Chris:
Yeah, and what you're getting into is basically, you know, Google crawling the page and how well they're able to read it and compare it to the competitors. Google is basically one giant. It's, it's, it's a To me, it's an auction system. And it's also a referral. So basically, you say, hey, Google, you know, show me some, you know, what's the best Invisalign service near me? And basically, it turns into an auction where Google will refer you to the best option. So you might say, Well, hey, Google will say hey, this here, here's the top five, or here's what we think the top 10 are for you to look at, with this first one being the best one that we found. But on the back end, we're all into oxygen. basically trying to say like, Oh, wait, you know, as a big crowd and a big bustling in the background, everybody's like raising their hand to say no my contents the best and Google's like a you there's. So you're right i mean content is king and that's that's a cliche phrase, but it's it's true. Basically that's why you know, that's why it's important to make sure that you keep an eye on your competitors, make sure that you're doing the right SEO things and SEO can guide the content that's on your website, making sure that it's labeled from h1 saying, Hey, this is what's the most important phrase or this is what my website is about with h ones and then going down, saying, Okay, well, here's how it's organized. It's an outline. It's, here's my title, here's my organization. Okay, this part of my page talks about this, and this is, you know, under that and you organize it in a nice, clean and efficient way, because you're right at the end of the day, their robot. Yeah, Google's a robot. So you can either give them clear and concise instructions about what your page is about. Or you can not do SEO. And let the spider basically like not next.

Jack:
Yeah. And I mean, it's and it's, and you have to think of it like they read the content like a robot. I mean, they're, they're looking at the back end code and then you know, if they're seeing that the h1 has the keywords that the person searches for, they're going to be like, Okay, well, this will be a good piece of content to rank higher, because it's more relevant than the other pieces of content on this subject. Oh, yeah,

Chris:
you're you're 100% right on that. And, you know, again, it ties back into PPC because, you know, in a perfect world I would want to do, I would always want to do Google ads, along with a website that's been has ongoing SEO because, again, the main goal is to improve that quality score. how close can you get to it? Then out of 10, and your quality score. And, you know, you rely on people who are doing SEO to make sure that, you know, when that page gets crawled, Google will say, Well, at least from a website perspective, at least from a landing pages perspective, you're doing fine there. And then we need to make sure our jobs as, as Google Ads people to write the best ads, write the most appealing ads, and make sure that we get people to click on them, and that we can get them to take action once they get there. And to circle back a little bit, I know we're jumping a little all over the place. Me clicking on Google ads. I know I said, I don't typically click on Google ads. But it also goes back to what type of ads I click on. I think I'm more enticed to click on shopping based ads then a service based ads. Yeah, absolutely. The product Yeah, if it's a particular product it usually has the pricing everything on there so chances are I can easily see the price and then make my decision off of like okay here are the people selling this who has the best price which brand do I trust buying from and then I'll click on that ad so I have clicked on Google Ads but more so for e commerce based things rather than service based things. But still either way attend to do a little bit of research before I click on that, and even with an e commerce based business, it's still important to optimize a website and make sure that you have a landing page that's that's good making sure that an SEO person has told you Hey, you need more copy, you need more content on the page. I even on Amazon, I trust buying from brands that have a more detailed product page than just like here's the product and it's a bunch of stock images. But if I see that it's a I like when it goes through like here features this and this In that in this content here, and this and that content is king again, ladies and gentlemen, and you definitely want to make sure that you are doing SEO the right way to make sure that you're creating a good user experience.

Jack:
Yep. Yeah. And and to touch on that, it, I think it's so important that the copy is thorough. And even with a PPC, I like the way I see a lot of Internet Marketing. I mean, you're really buying services and a lot of ways from kind of like a stranger, you know, you and the best way to build rapport is to be you know, to have the conversation or at least have a lot of content and a lot of information for the the reader to read digest so that they can actually trust you enough to you know, want to engage in your services or purchase your product because You know, if they click on your site, and there's just not a lot to read, and the you know, the website and images might look good, but you're, you know, you're missing a huge opportunity to actually build trust with that person and, you know, answer all the questions or kind of, I guess respond to, to, I guess I to kind of address any doubts that they may have from working with your services. Because if that's the first time they're visiting your site, you know, you have to really build that trust and make sure that they feel comfortable, whether it's, you know, you have 100% refund policy or a lifetime guarantee or, or just some kind of insurance so that the person feels comfortable purchasing a product from a website that they've never used before.

Jack:
No, I totally, totally agree.

Chris:
Login, it depends. Again, it's all about doing that. long term strategy in conjunction with that short term strategy, the long term strategy will hopefully have dividend payout dividends over time.

Jack:
And again, though Google Ads may give you and of course, like, yeah, it's good to do Google ads. I'm not trying to discourage it. But obviously, if you have good SEO, you could potentially scale back on some on some some PPC efforts, further down the line. Of course, the cost and the search volume contribute to what your ad spend should be, for sure. However, you you definitely want to make sure that you, you do that long term strategy so that you don't have to keep spending the same amount of Google Ads money every year, month after month, because it can be quite expensive. If you do that, All right, you could potentially get quality leads and conversions without paying minimal prices because obviously, SEO is not a set it and forget it thing. It's a long term strategy. But that's something you still have to put effort in it at all times. Think about it like this, when you hired you might have had a competitor that you know, was doing okay in SEO, and then you said hey, I want to beat them, and then you end up beating them. The likelihood is that they'll hire a SEO person to try to outdo you. So it's always competitive. And it's not a set it and forget it type of thing.

Chris:
Yeah, absolutely. And to kind of touch on that. One, one client I had, who was a buddy of mine, his his dad owned a, a Brazilian Brazilian wood decking service, so it's kind of resilient. What is the the more premium decking material? It's kind of the More expensive would last longer much harder and they reached out to me because they're like hey our competitors when when someone searches for EPA decking and EPA as a type of Brazilian would the all the top links were just kind of stories bashing eBay saying that it wasn't sourced sustainably and that was really hurting them because they you know their business source their EPA sustainably but when someone search for eBay decking um, you know the top links would be I think I think the main thing that they're trying to knock off was some high authority website out maybe not like the Washington Post, but some website that did that a little expos ages kind of saying that, you know, all EPA is irresponsibly source and they contacted me to kind of help help build out content and optimize content so that they could get that ranking. And what we came up with was beta basically an EPA verse, all these different types of decking. So I did this massive outline for my friend who who you know, is an expert with that stuff and it was basically like he pavers mahogany, he pavers, Tiger Woods, he pavers komaru. And it ended up being a 4000 plus word blog. And it's been published for like three months. And it's just astounding the the rankings that it's getting, I think it's like first position for just komaru if you just search that, and I think it just comes back to the power of just, you know, being really, really thorough, you know, and being really diverse, your page will not only get way more traffic, but it'll rank for way more keywords because you're writing about so many different high volume search topics all on one piece of content.

Jack:
Yeah, I mean, it just goes to show you how do you actually To stay competitive and you have to be consistent with your efforts to stay on top.

Chris:
Yeah, absolutely. But um, I guess as far as the the PPC ads, or I guess the PPC trends you've been seeing recently what what have you seen any kind of shifts into strategy or new new approaches to PPC ads that have been garnering a lot more conversions or success?

Jack:
I feel like I've been seeing a good amount of success with with responsive ads, where you basically have Google test out you know, which one I apologize for the birds in the background. Yeah, I'll try to over get that out. But they are consistent. But yeah, I've seen responsive as be really good, where you basically Put a few different variations of ads and Google will test them out for you.

Chris:
I've also seen, I think it really just goes back to just making sure that you can keep your quality score and get that up as high as possible. There's definitely different optimizations you can do. Obviously, doing extensions and things of that sort. One thing I want to say Google, do better at is making sure that when you do local extensions, making sure that you can get that attribute that conversion data. I know right now, Google is really picky with who it decides to show conversion metrics and direction metrics and stuff like that. Google is really picky about when and what what type of accounts get that data. You can you can if you're a local business, you can add a location into your business, but dependent on the type and I do know that they kind of listed out what some of the ones were. But right now I can't think of them. certain businesses will show you Well, how many people clicked on the direction so many people shared without and how many people called as a result of seeing that. That's a really important metric for a lot of local brick and mortar businesses. And I wish Google would be a little bit more consistent with that, just spread it across the board, show the data. Google isn't I don't know how forthcoming they are with showing data.

Jack:
Yeah. Have you? Have you seen success with kind of more gated asset campaigns with PPC kind of leading the user to either, you know, exchange their their contact information for some type of coupon offer maybe like a free seminar or, you know, downloadable PDF? Something like that?

Chris:
Yeah. I like the idea of using a Promotion of some sort to get people to opt in. However, I don't know if that's best for like PDF webinars, I think it depends, right. I think if you have enough budget, then definitely use that budget to get that. That type of informational content, that supplementary content content. I definitely think that, you know, I've seen people run ads for like a guide or a PDF or something in that stage. I definitely think that should be left for people that have enough budget to spread that out. I think you can still accomplish that by just doing a really good SEO blog article. I believe you can accomplish the same thing. But I do think that certain companies have enough budget to spread. Spread the love in that area too. I would definitely recommend, if possible. You know, if you especially if you have a certain budget limit to just focus On that lower funnel campaigns trying to get people to actually convert right there.

Jack:
Yeah, absolutely, absolutely. All right. Well, I think we should probably do closing closing thoughts just because I don't want this to abruptly stop recording on us. And then we kind of just get cut out at the end. So any last thoughts on kind of strategies to combine PPC and SEO efforts?

Chris:
Yeah, I think it's important to you.

Jack:
Especially if you're a newer business, work on your SEO work on the foundation. It I like to compare it to a house and say that you need to make sure that you have a sound and structured house or or solid foundation to build your house on Excuse me. And then while you're working on that foundation, as you're you have the building blocks growing and you're already laying the building blocks down For your your home, definitely make sure that you are trying to get that immediate traffic obviously as you build a more solid home then you can scale back on the other thing so you definitely want SEO to be that groundwork and foundation are a solid website in terms of getting that organic traffic um yeah you I guess you could say also say like, hey, as your you know, on the outside making your house look more appealing and doing the yard work and everything. If you still want to get people to your house, you still want to go have a sign up in the air that says, hey, come to my house, right? That's the pace or saying, hey, come to my house. It's down the street. It looks awesome. And then of course, as you're working and painting it and doing all those things, and making it pretty people will start to come on their own accord just because it can stand by itself. You don't need somebody yelling. People have already spoken about it. Word of mouth. People are just going to talk about your home anyway and come visit it. So I hope that analogy was good.

Chris:
Yeah, no, definitely. Because Yeah, I mean, you don't want to start a PPC campaign if your website is, you know, only two pages the home page and like a Contact Us page, you know, you want to make sure that your website already has Yeah, you want to you just definitely want to make sure you have a thorough homepage, you have like an About Us section. You know, depending on the services, you know, area serve page, contact us page, a list of all your services, maybe a blog, so that, you know, you're not just driving people to a website that you know, just seems sketchy to the person who is most likely unfamiliar with your brand.

Jack:
Yeah, user experiences is major. I definitely think that that could be even another topic for another time but user experience that has a tremendous influence and you know, your bounce rate and and in time on page, and the average pages that a person visits per per session. So, yeah, it. You know, I think that's a good stopping point. I think that we definitely shed some light on why it's important to focus on SEO, and also why it may be beneficial for you to focus on paid ads at the same time,.Unknown Speaker
so definitely stay tuned, catch us on the next one where we'll cover more digital marketing subjects.

Chris:
For now, we're signing off.

Jack: r
All right. Take care, everybody.

 

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