The ‘One Search’ Approach: How to Combine Your SEO and SEM Strategies for the Highest Returns

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SEM or Search Engine Marketing and SEO or Search Engine Optimization are often used together in a combination to obtain the best results for your blog or brand. Some people incorporate them together while others focus on the best available option for them. In this article, we will cover which one will work better for you.

The Battleground of SEO vs. SEM:

Simply said, SEM is a paid strategy that produces rapid results, whereas SEO is an organic strategy that produces long-term outcomes.

For the time being, and for as long as you are prepared to spend, creating a paid advertisement that captures the attention of a targeted audience with a compelling message and call to action (CTA) is merely a conversion driver. Paid ads are used by 93 percent of digital marketers.

Search Engine Marketing produces instant traffic, clicks, leads, possibilities, and so on to your website, but it is not always a long-term traffic strategy. When your advertising budget is depleted, so is your SEM approach.

Organic search accounts for 53% of all web traffic, while sponsored search accounts for 27%. While both SEO and SEM can increase traffic, using both combined will give you the best results.

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Search Engine Optimization, on the other hand, takes a unique strategy. SEO is thought to have a significantly greater impact on users than SEM. Why? Because the first organic result has a CTR of 28.5 percent and a paid ad has a CTR of only 10%.

Organic search accounts for 53% of all web traffic, while sponsored search accounts for 27%. While both SEO and SEM can increase traffic, using both combined will give you the best results.

SEO takes longer to get traction, but it produces greater results and has a longer shelf life. A long-term strategy for ranking high in the SERPs is to create well-optimized content without spending ad cash.

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Because search engines evaluate your material for expertise, authority, and trustworthiness (E-A-T), it takes time for your pages to rise in the rankings. Search engines crawl web pages in search of original, high-quality material that is current, optimized, and well-written for visitors.

If your page is ranking on the first page of a search engine, this indicates search engines trust your information and your site. They are offering users your information as opposed to someone else’s. Because of this, you will see more quality traffic and leads coming to your site. 

Though your SEM campaign is targeted, sometimes you may see less quality traffic coming from your ad. This can be due to click fraud. Competitors may see your ad and click on it to inflate the number of clicks on your ad costing in turn, increasing your company’s ad spend. This is a black hat strategy to use up advertisement spend early to remove your ad for the rest of the day.

What is the One Search Strategy?

Is it possible to combine SEO and SEM with success? Yes! Is it more effective to combine SEO with SEM? Yes, if you’re doing it correctly and your advertisements complement your SEO approach.

To use SEO and SEM together effectively, you must first conduct keyword research. One of the most crucial components of SEO is conducting keyword research for the pages you want to rank for.

Data Cube and Instant are two tools that assist you to conduct keyword research and use that information to produce new and better-performing content.

So, what can SEO and SEM do when they collaborate together? The desired outcome of combining SEO and SEM is for your site to rank at the top of the organic SERPs while also increasing visibility with an advertisement. Users can choose whether to click on your ad or your organic result if it is relevant to them.

One Search SEO Strategy 2022

Using both SEO and SEM to combine insights and data for additional visibility into your audience can yield better results. Knowing how to combine SEO and SEM is a crucial approach for increasing your site’s traffic. Top-of-funnel leads are generated by SEO, whereas bottom-of-funnel leads are generated by SEM.

The Benefits of SEO and Pay-Per-Click

Pay-Per-Click or PPC is a marketing strategy where advertisers pay some fee for each click that their advertisement receives. There are numerous benefits to combining SEO with PPC. The following are a few of them:

  1. In the SERPs, you own a few specific keywords (often brand keywords)
  2. You’re increasing brand recognition.
  3. You’re marketing a product, a service, or a new place.
  4. Management of one’s reputation
  5. You have enough money to invest in both SEO and PPC.

It’s not only about acquiring the most real estate for your major keywords when you combine SEO and PPC. When your brand name is suffering in the organic SERPs and your positive PR or site pages aren’t showing up, consider combining SEO and PPC efforts.

Possible One Search Scenarios

When you want to maximize your site traffic for a keyword(s) or campaign, you’ll find it most helpful to combine PPC and SEO. If you’re an E-commerce company conducting SEO and want to promote a “red sneakers” campaign, for example, you should develop an ad that directs consumers to your product categories that sell red sneakers. You may direct readers to all of the red shoes on your site by linking your ad to a page with the filters already applied. In this case, you’ll want to improve your red sneakers product or category pages for SEO so that they have the best chance of ranking organically beneath your paid ad.

How to use SEO and PPC together?

Running a PPC campaign will supply your SEO team with a wealth of data and metrics, such as click-through and conversion rates, that can be used to improve future SEO approaches. These steps will guide you through the process of combining SEO and PPC:

  1. Use the same high-value keywords in both your PPC advertising and your landing pages.
  2. Consider combining the benefits of both SEO and PPC.
  3. Track your highest CTRs to identify which themes are the most popular on your site, then improve their landing pages for SEO and market the same topics.
  4. Users who have already visited your site should be remarketed to and directly targeted because they are more likely to convert.

In a nutshell, PPC focuses on converting bottom-of-funnel traffic and generating a conversion event, such as a sale. When you want your audience to be well-informed about your brand and items based on their organic search during top-of-funnel research, use PPC. Organic, on the other hand, is about optimizing all of your site’s pages, whether they’re informational, transactional, or educational, with many goals in mind, including driving top-of-funnel site visits. Use them both together to gain as much SERP real estate as feasible.

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