Growing a business is a complicated and lengthy process that involves getting your brand in front of people who can actually convert to lifelong customers. SEO advertising is one of the ways to help your business gain visibility and grow faster while saving time and costs.
Why SEO Advertising?
A majority of all online searches happen through Google and nearly half of the business website traffic comes in through these searches. The website that sits at the top of the organic searches gets more than 1/3rd of the organic clicks. Google’s algorithms decide the top 3 sites in the organic results. So, any site at the fourth position gets very less or null traffic. It is, therefore, vital to claim one of these top spots to secure the success of your website and business.
Search Engine Optimization is your savior and your best bet to be in the top three. However, SEO implementation requires spending huge chunks of money and a lot of time to show its effects, something that small businesses cannot afford. This is where SEO advertising comes into the picture. It helps you get to the top of the search results almost instantly. Moreover, it also focuses on earning those top spots for organic traffic. You need not spend the kind of money big businesses can shell out but still get noticed by the right audience.
What is SEO Advertising?
SEO advertising involves optimizing your website to increase visibility in organic searches, supplemented by pay-per-click advertising. Pay Per Click (PPC) Advertising includes creating an attractive ad that people are tempted to click on and every time they click, you pay. However, once the users return to your website, Google helps convert that click into a paying customer. This acts as the most efficient way to get more website traffic in a much shorter time. Your brand awareness grows instantly and that benefits your brand image.
Additionally, PPC advertising is highly targeted and these ads show up only when someone searches for what you offer. This means high intention traffic is directed right to your website once the search result matches your offering. PPC Advertising can be tweaked over time but you can instantly see visitors coming to your website.
SEO Your Website: Google and other search engines constantly judge websites to rank them as per the kind of customer experience and trust they provide to the users. SEO means making certain modifications to a website to demonstrate reliability and effective service and gain visibility from search engines. Some basic strategies to achieve this are:
⇒ Identify your target audience and search for ways to give them the best experience so they keep coming back.
⇒ Create and publish content focused on the needs of your target consumers.
⇒ Use enticing content to engage with customers at different levels of their purchase journey so as to help them take the next step.
⇒ Build a responsive website that is fast, mobile-friendly and easy to navigate.
⇒ Use networking to create an authoritative online presence.
Optimizing a website for search engines is a sustainable marketing strategy but it requires an initial setup and ongoing maintenance to pay you back over for a long period of time. It takes around a year or so for a brand new site to get significant results. A well-established site that already enjoys some decent traffic can generate results much faster. PPC and SEO advertising are a great combination to gain search engine and user trust. Pay per click increases your brand awareness so more people click on your website during organic searches.
Getting Started with SEO Advertising: Below we discuss a few steps to get started with SEO advertising:
#1 Do your Research: Before you do anything else, you need to do some basic research on what platforms will work best for your business, what competitors are doing and which queries are best to appear in. Having this data will assist in more targeted advertising to bring in the exact results that you have been working for.
#2 Create the Assets: To begin with SEO advertising, you will need assets such as an Ad copy, Landing page copy, Responsive website, great website content like videos, blogs and infographics, certain Research & Automation Tools (both free & paid), Time and/or human resources and Analytics tools. Analytics is the most important tool as it helps you learn what is working and what is not.
#3 Choose your search engine: A majority of people use Google for their searches, however, a few, especially those with adventurous and artistic interests prefer Bing over Google. On the contrary, retail businesses benefit more from Google Search Ads. Mac/Apple users are also more likely to use Google while those who use Microsoft products tend to Bing. These preferences are mostly affected by the default device settings.
#4 Find What the Competition is Doing: Paid tools such as SpyFu, Wordstream, SEMrush and the like used by SEO advertising experts help bypass competitors in the advertising race. These tools let you download the keywords that the competition is targeting and use keywords that are more relevant and can affect competitor search results. You could also do this manually by:
⇒ Pulling up specific keywords you plan to target.
⇒ Seeing whose ads come up in the organic search.
⇒ Manually reviewing the site.
Content marked as sponsored or Ad is your Pay per click competitors, whereas, those listed below are your organic competitors. In short, in SEO advertising, your competitors are the people coming up in searches.
#5 Extensive Keyword Research: Perform diligent research on which words get good traffic so you can target those words in organic searches by including them in your content. Using Adwords Keyword Planner, you can get an estimate of your keyword price and what you will be paying for an advertising campaign. Once you know a keyword gets lots of traffic and its price per click, you can decide whether to go ahead with it or choose a cheaper alternative.
#6 Estimate Your Costs & Clicks: Adwords plan overview can be used to estimate the number of clicks you will earn for a certain campaign. However, the accuracy of these estimates will largely depend on how well your ads are designed.
#7 Build Your Assets: To get some results from SEO advertising, you would need to build content assets that streamline the process. On the pay per click side of SEO advertising, the clicker does a search, sees results, hovers on an ad, is tempted to click, arrives at the website that opens with the click, takes the desired action and, thus, a website gets a new customer. You have to design your content to work in synchronization with this journey so as to encourage and excite the user along the process.
#8 Create Clickable Ads: Your ads need to be designed so as to inspire users to click and complete an action. Few tips to create more clickable ads are:
⇒ Mirror the intentions of the customer and create your ad to help the user achieve his goals.
⇒ Put numbers and other appropriate symbols in the ad since these naturally attract user attention.
⇒ Connect with user emotions to give them a personal atmosphere that they feel is focused on their needs and feelings.
⇒ Rule out any known objections in a smart way to gain a top spot in search engine rankings.
⇒ Create your ad directed to the growth of the customer instead of just your product promotion.
#9 Form Ad Groups: Create many ad groups and various ads in each group focused around your target audiences so you can speak directly to each customer and provide all requisite information about your services to the right set of people.
#10 Design Alluring Landing Pages: Some of the most successful PPC campaigns have at least 10 landing pages since a landing page is required to continually speak to your audience after they click on your ad. This way you can keep your audience engaged. An engaging SEO landing page has the following 5 vital components:
⇒ Aligned with Ad: Each landing page is clearly aligned with the ad linked to it and feels like an extension of that ad. If the ad is meant to make an offer, the landing page references that offer and how to redeem it.
⇒ Has a Unique Selling Proposition(USP): The landing page works to describe the value of your offer as given in the ad with an impactful headline, statement reinforcing USP, closing statement and a clear CTA.
⇒ Uses Visuals: Certain advertising uses text only while others use images. Either way, the landing page should instantly attract a visitor and communicate a clear message.
⇒ Show Benefits: The landing page should clearly and concisely provide the key benefits of the offering to the visitors.
⇒ Provide Social Proof: Social proofs such as reviews or social media following can help the user build trust even when they have never heard about you before.
#11 Create enticing content: Focus on creating valuable content as per research on the target audience, competitors and keywords. Here are 3 quick tips for compelling content:
⇒ Create Content for People: Customer experience is extremely important and your content should provide users with what interests them. Create content that customers will love and not just focused on search engines.
⇒ Quality Over Quantity: While having lots of content is essential, it should also be of great quality to improve your organic ranking.
⇒ Distribute: Even great content needs a successful distribution channel to drive traffic to it. Once your organic rankings improve and more people read and share your content, the content’s authority and visibility will increase and more traffic will come to it automatically.
#12 Use Social Media: SEO advertising is primarily done in search engines but repetition is equally crucial in any kind of marketing. Many social media sites provide an opportunity to advertise on their site with the same pay per click model, however, each social platform has a different audience. You need to find out which platform is best for your business before putting efforts into managing it:
⇒ Facebook, with over 1 billion users, is one of the best places to post your ads and increase visibility. Regardless of age or gender, all types of users use this platform on a regular basis. One great thing about advertising on Facebook is that it lets you drill down on specific interests or behaviors to reach exactly who you want to reach. So, you can reach each segment of your target audience with the right message every time through this medium.
⇒ Twitter is much more popular with millennials and the younger generation. Moreover, most Twitter users tend to be highly educated and earn higher wages. Hence, you can reach a more filtered audience while being able to drill down to events, interests and more to reach the right audience.
⇒ LinkedIn, with close to 500 million users, is social media for professionals. Again, this platform has the majority of graduates and educated, skilled professionals working in some really big firms. However, ads on the platform tend to be job and business-specific so your ads need to be related.
⇒ Instagram is another amazing opportunity to reach your audience with social media SEO advertising. What is noticeable about Instagram is that the majority of users are women and younger individuals under 30. In short, this is your place to target millennial females in an ever-growing online community. Instagram is partnered with Facebook to target specific audiences and you can put your ads in front of the right people by narrowing your reach strategically.
#13 Leverage Analytics: Last but not least, analyze the data from your ad campaigns. Work to answer some important questions such as which ads earn the most clicks, which keywords drive the most traffic and which landing pages convert. This data can prove very helpful in optimizing your ad campaigns to maximize your returns.
One can also use Google Analytics to track the incoming traffic, understand where the maximum traffic comes from, which content performs best and how people interact with the content to be able to optimize these parameters.
Grow Your Business with SEO Advertising: The above information indicates how pay per click ads on social media and search engines are a fast and effective way to grow your business. With the right research and tools, planning can be made much easier and more effective. Build content assets that not only encourage clicks but assist individuals in their purchase journey. SEO clubbed with Pay per click advertising can help your business reach your target audience and convert them into long-term customers.