The SERP (Search Engine Results Page) is way too complex. In this, the website links are surrounded by images, videos, and result, knowledge panels, local listings, “people also ask”, and probably a dozen more experimental features that are being tested by both Google and Microsoft for a week.
The good news is that marketers can optimize every SERP asset via either paid or organic search. The Catch? Holistic search management doesn’t just magically happen on its own.
Features to test audits to perform, data problems to troubleshoot, bids to optimize, promotions to launch, and fresh content to implement abound in the organic and paid search teams. When you add in reporting, meetings, and keeping up with breaking search news, there’s barely enough time to take a cup of coffee before launching into the next duty.
Finding time to engage with the other side of search marketing might be difficult for each team.
But don’t worry, we’ve got a solution for you!
Here are three basic ways your organic and paid search teams can work together to get impactful but quick results. Try them out, adjust them to your needs, and then establish a regular engagement rhythm to keep finding new chances.
#1 Examine website load time using Google Ads as a lens.
Site speed is an important aspect of the user experience that has an impact on both sponsored and organic search results. And when you get hire the well-known PPC Company in Noida, you will see the difference that it brings to your website. As visitors are far less likely to stick around and complete a conversion if sites load slowly, especially on mobile devices. In its efforts to urge site owners to prioritize faster page load speeds across the open web, Google hasn’t exactly been subtle. Landing page speed became a mobile ranking consideration over three years ago as part of Google’s effort to improve the user experience for searchers, and landing page experience has long been a major component of paid search quality scores.
Many important reports (such as Core Web Vitals) have been supplied by Google to help marketers or say potential business owners detect and manage loading speed issues, but there’s another useful and underutilized data piece hidden within Google Ads: mobile speed score.
This metric, which can be found under the Landing Pages tab, measures how quickly each paid search landing page loads on a scale of 1 to 10
This score is updated every day, but it’s also archived all the way back to May 15, 2018—and that’s where a big part of its value rests.
Begin by having the paid search team obtain this report for a recent timeframe and compare it to the SEO team’s page speed study. High-traffic paid search landing pages with low scores should be prioritized for optimization. Then create an ongoing report that sends this information to the SEO team so they can see how their optimizations are affecting the Google Ads mobile speed score. Then, depending on the SEO team’s recommendations, try adding fresh landing pages to your Google Ads account and watch how they rank on this report.
This leads us to our next recommendation….
#2 Examine newly optimized pages that aren’t being used in paid search right now
When you ask a paid search team how long it’s been since they increased their keyword list, you’ll either get a predictable response or be met with embarrassing excuses.
Keyword additions in a mature paid search campaign normally come from the outside in—from examining search query reports to spot shifting search trends, employing keyword suggestion tools, or just brainstorming new ideas.
While these strategies are sound, engaging with the SEO team opens up a new perspective.
So, other than going after trends, tell your SEO team to share a detailed list of pages that they’ve recently improved or launched. So, then compare the recently paid search landing pages to this list, and identify portions of the site that you’re not currently sending the paid search traffic. So, label them based on how closely they align with all the current performances of KPIs- (a set of quantifiable measurements used to gauge a company’s overall long-term performance) and by the role they play in the consumer journey.
When you’ve found a page (or pages) that you are not currently supporting with all paid searches, consider integrating it one of the best ways:
- Does it complement your paid search strategy? Get relevant keywords, or test sending out some of your current keywords to this particular landing page.
- Does it provide a new and valuable way to connect with searchers overall? According to the experts of PPC Company in Noida try adding it as a site link to core trademark keywords.
- And if you are not sure whether it will even work for paid searches? then try setting it up as the main source page for Dynamic Search Ads to test what traffic Google sends to it and how those visitors perform.
#3. Along with the search terms report, examine the landing pages for sponsored search broad match keywords
Are you probably using the broad match keywords in your paid search account, RIGHT? And if not then it’s time to test this much-maligned match type again. As part of the broad match modifier update in spring 2021 Google also has increased the focus and relevance of broad’s query matching as well. As per the best PPC company in Noida with time Google has expanded the core visibility of the search terms report, providing more queries that with time have enabled the advertisers to interrogate and improved the performance of broad match even further.
In Google Ads, pull a recent search terms report (including the keyword column), then filter by match type to only see Broad match results.
To each term, add a landing page (using either VLOOKUP in Excel or your preferred data connection method).
The SEO team should then go over these search phrases and pages with you, examining which searches Google associates with each landing page. While this is a deliberately constrained perspective that ignores other criteria that drive broad matching, it’s nevertheless an intriguing look at the searches Google associates with these landing pages.
Use this information to identify areas where on-page material isn’t appearing to be triggering the intended inquiries, and then re-run the analysis once the SEO team has made modifications to these pages.
SO, WHAT NEXT…..
A critical component of current search marketing success is unlocking the benefits of paid and organic search and delivering the “1+1=3” tale we’ve heard so many times. You can foster a culture of collaboration by establishing particular, recurring projects that find even more connections between SEO and paid search.
And that’s not a hypothetical scenario—where do you believe the above list came from?
(Hint: Here at CyberX Infosystem Pvt. Ltd, we have an amazing, and well-experienced team to take your product/services website to the NEXT LEVEL!)