Rank Fast with these Topical Authority Tactics Ep.589
In this podcast episode featuring SEO Specialist Matthew Bertram, the focus is on demystifying Topical Authority in SEO and providing actionable…
Link Building
5 Ways SEO & PPC Can Work Together in 2022 Ep. 553
SEO and PPC work best together by dominating SERPs, sharing keyword data, using common tools, remarketing to organic visitors, and avoiding paid spend on keywords you already own organically.
Key takeaways
- Appearing in both paid and organic results doubles your chance of earning a click for a given query.
- Use PPC as a fast testing ground for keywords, then apply winners to long-term organic content.
- Remarketing to organic visitors has a much higher CTR and conversion rate; spend first dollars there.
- If no competitor bids on a keyword you already rank first for organically, skip paying for that click.
- A dollar a day in remarketing ads builds brand recall without consuming large budgets, but never turn campaigns fully off.
when these two tactics collaborate, companies see better results, SERPs are dominated and ROI is increased
About this episode
PPC and SEO can be seen as SERP competitors. However, by combining paid search and organic marketing, companies can obtain better performance.
Questions this episode answers
Why should SEO and PPC teams share keyword data?
PPC offers a fast playground to test keywords and see how they perform in ad copy. The best performing keywords can then be added to organic content for long-term success, and existing SEO data can help launch new paid campaigns with confidence.
How does remarketing connect SEO and PPC?
Organic traffic accounts for 53% of web traffic but SEO does a poor job of bringing back users who leave without converting. Paid remarketing retargets those visitors, produces a much higher CTR and conversion rate, and usually does not require a large budget because the audience is limited.
When should you stop bidding on a keyword in PPC?
If no PPC competitors are bidding on a keyword and you already hold the top organic position, you will earn that click for free. In that case, spending money on the click is unnecessary, and the budget is better used elsewhere.
In their words
we often hear that SEO is a marathon and PPC is a sprint. It's time to change this perspective and realize that marketing and he says is a triathlon.
Matt Bertram
If you've got $1 to spend, spend it on remarketing, right? Increase your budget, right? That's what we say first.
Host
if you can control either a top paid ad spot or the first organic listing, you will have an exceedingly high probability of earning a click for any particular query.
Matt Bertram
Terms defined in this episode
- SERPs
- Search engine result pages, which are a combination of paid ads and organic results.
- Remarketing
- A paid search tactic that enables marketers to retarget audiences who have already visited their site, producing a higher CTR than cold targeting.
- LSI
- Latent semantic indexing, referenced in the episode as a machine learning aspect of content clustering tools that group related keyword data.
- Dollar a day strategy
- Running ads at roughly one dollar per day to maintain consistency, preserve algorithm data, and build market recall without turning campaigns off.
Full transcript is being added.
This episode answers
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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