Tips and highlights from a recent discussion about the round table with top-notch marketers in the field of Search Engine Marketing.
The event was triggered under Chatham House Rule, but here we will highlight an overview of the discussion.
How do you decide how much you spend on paid search?
When it comes to search marketing, both PPC andLink Building Media SEO work together in the case of 1 + 1 = 3.
SEO is something we do to promote paid search. Paid search is something we do to increase search engine optimization.
But in the end, free and paid research falls into two entirely different categories of budget. SEO is a capital account, PPC is a media account.
It is the difference between a performance channel versus an asset. Income can be realized over several years. What’s more, it’s getting harder every year to generate traffic and value in paid search.
For both free and paid search, you’ll have similar costs for employees. But for paid research – you have to buy media above it. On the contrary, when we invest in search engine optimization, this leads to long-term gains – you do not need an extra budget for the media every week.
As one participant said, “Your website is a property … Invest in it this way – dub it a proprietary budget versus a media / advertising budget.”
Another tip: bury your free search costs into capital expenditures to develop your website. It should really be there anyway.
How do you get more subscription to paid search and SEO efforts than the rest of C-Suite?
A classic theme is often in the minds of people: the budget request.
Couple ideas appeared here.
First, “You do not tell them.”
Or rather, tell them after a few months, after you’ve tested your strategy and have something positive to report. Take a budget from somewhere else, prove the value of search marketing, then ask for more support.
Second, “Hide the SEO budget as part of the relocation process or redesign (and so).”
We have touched on this above and have been a recurring theme. Free search efforts can be categorized as owned assets, and should not come out of the media and advertising budgets. Fix broken links, improve site speed – these are things that carry benefits for years to come.
Finally, “organize a workshop for your top leadership on the value of SEO / Paid Search.”
As usual, people need to understand something before they want to put their money and resources. You can do a half-day workshop, or you can use the online learning platform if your company already does.
What are the trends on the organic side of the research?
Another topic often revolves around the minds of leaders: where do others place more money and resources?
If the total shifts are far from paid and organic research, what are the trends that we must consider in relation to free research? A few trends came in the lead.
SEO teams become smaller and more specialized
As research becomes generally increasingly complex, marketing researchers increasingly tend to specialize in one or several fields.
In 2002, it was also easy for a webmaster to write content, track ranking, and run paid ads. In 2019, it was screaming that one person was less prevalent than effective.
Now, we see trends towards smaller specialized teams. We are also seeing more disciplined and less bureaucratic teams. Again, the search is changing a lot – Google seems to be changing its algorithms literally every day – and this has to be addressed.
Social media as channel customer support
Often, when the customer can not find the answer they are looking for, it takes them to Google.
Or if they can not find an active customer support representative to chat with on a website, they take their complaint to Twitter.
Social channels in organic search help in two basic ways.
They understand what questions customers are asking. Add these questions to the FAQ section of your site, which may be ordered the next time a user searches for a query.
They tell you about the words people use when they talk about your product. Use them in your messages, your content, etc., where you’re trying to boost your visibility.
They may also be able to give you an idea of how effective your site is.
One participant mentioned how their social networking team realized that users had a bad search experience on the company’s website. Users can experience the search bar on the site, but to no avail. So, they’ll go to Google or search for a product or page, then be directed to the website.
What begins as a platform to advertise products, distribute content, or increase your audience, quickly becomes a major channel for customer engagement and support.
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