Despite their differences, SEO and SEA equally ensure that websites become more visible in SERPs. Additionally, the higher the frequency and prominence of a website, the higher the chances are that a user will visit the website. Certain circumstances warrant a combination of SEO and SEA. Website operators profit from the right mix of SEO and SEA, which is sometimes referred to as a synergy effect in search engine optimization. This concept is composed of the following points:
- shared data use
- overlaps in keyword strategy
- SEA-supported website optimization
- multi-listing strategies
Extended database by linking performance data
Special SEM tools deliver measurable data to website operators that simplify the planning and implementation process of SEM tactics. The most popular search engine on the US market is Google and its set of tools is composed of familiar names like Google Analytics, Google AdWords, and Google Webmaster Tools. While Google Analytics delivers performance data to both SEM channels, Google Webmaster Tools (GWT) provides information as to which keywords influence a homepage’s ranking in organic searches and how much traffic comes through these keywords.
Although GWT analyses deliver performance-based information down to the click, it does not supply any details on conversion data. Connecting the Webmaster Tool with Google Analytics and AdWords is therefore recommended as it retrieves organic performance data and compares it to SEA tactics. This function helps website operators better understand click chains and follow the path of the customer to their final purchase decision (customer journey). Additional touch points can further be determined and later used to identify additional SEM tactics.
Interactive keyword strategies in SEO and SEA
Both SEO and SEA incorporate keyword-supported tactics. Keywords determine both the structure of a search engine-optimized website as well as the composition of ad campaigns for search engines. Given the common occurrence of keyword overlap for frequently searched terms in short-tail and mid-tail texts, it is best to perform an SEO keyword analysis; the results of this should be the basis of an SEA campaign. Long-tail combinations should be completed separately since they are most often not collected during SEO analysis. Further details on search volume and keyword trends are found in Google AdWords’ Keyword Planner. When AdWords campaigns are booked for specific search items, the planner provides details as to what extent, if at all, these keywords lead to conversions. This option is especially useful for determining which high-performance search words should be used for SEO tactics.
Search engine advertising on Google is accounted for through the CPC (cost per click) method and for this reason frequently searched keywords with high click costs are best covered through SEO tactics in order to reduce long-term costs. SEA does, however, offer affordable, long-term solutions for long-tail terms with low search volume. New web projects that are not yet highly ranked in organic searches should focus on carefully targeted advertisements to improve their positioning. These efforts can be scaled down at a later point once a good organic ranking has been achieved.
SEA-supported search engine optimization
AdWords campaigns offer a wide range of insights for optimizing websites according to search engine-relevant criteria. In order to achieve the highest possible number of clicks, search engine advertising relies on a process of continually improving text displays and landing pages. A/B testing is the crux of this process and tests two different ads that use the same keyword to work out which performs better. Findings from these test runs can be used to optimize ads and are also useful for drawing conclusions about the effectiveness of different SEO tactics. This is due to the fact that snippets, which are composed of titles and descriptions, have a strong influence on click rates. Successful tactics can also be transferred to SEO landing pages and other corresponding meta- elements this way.
SEO/SEA mix: more visibility through multi-listing strategies
A multi listing is a website whose search results appear in both organic as well as paid advertising result pages. This strategy’s dominance in the SERPs translates into increased visibility and better branding opportunities. Multi listing cements trust in a brand. The use of this strategy depends greatly on the available advertising budget. A good position in organic rankings is furthermore a prerequisite for such marketing measures. Additional starting points for multi-listing strategies include fade-in shopping images that also include other info boxes such as the Knowledge Graph, which Google sometimes includes in the SERPs.