Content – SEO – PPC
Content – SEO – PPC
It was not that long ago when I would often say to my peers “Content is king.”
However, today I’m more likely to say ‘Frequent Content is King ‘ – it has to be “Fresh, Relevant, Engaging, Quality, Unique, Entertaining, Natural and Transparent”. This rapid movement in content changes means, if you want to drive targeted traffic to your website you may have to seriously consider changing your current approach or strategy and adapt it in line with what consumers want to read.
You may want to start by putting together a content strategy along the following principles;
First class customer UX (User Experience) online should be a key priority – I’ve always believed, you should put the customer at the heart of what you do and in your business. ‘Happy customers always lead to happy campers’.
- Your content strategy should be produced with the customer in mind.
- Content could be used to support SEO strategy inbound/outbound – all marketing channels.
- PPC ads and site landing page content could be produced based on Social keyword and trend analysis.
- Best practice content guidelines should be produced for web/mobile site.
- Content should always follow company Brand Guidelines where fitting.
- Note, content production could also be influenced by A/B and multi-variant learning’s.
- PPC focused on keyword learning’s to produce key landing pages.
- SEO focused on keyword learning’s to produce key landing pages (onsite/inbound).
- Social content focused on PPC/SEO keyword and social engagement conversations to produce landing pages (onsite/inbound).
- Build key Affiliate partner landing pages on your site (outside PPC/SEO strategy).
- Build key Online Display landing pages reflecting the customer journey for re-targeting and new customer acquisitions.
- Email/RAF landing pages to reflect content written in articles when sending a mail-shot.
- Build campaign led website landing pages (to support SEO/PPC activity).
- Build competition led website landing pages (to support SEO/PPC activity).
- Build key pages, required from the consumer behaviour through insight from your website analytics.
- Pages, required from search-terms through insight on your website ‘SEARCH BOX’.
- Pages, required from insight through ‘Key customer UX tools’ on your website.
- Pages, required from insight through ‘competitor analyses’.
- Landing page on how to ‘Switch’ and Come back to your website with e.g. step-by-step guide.
- Offers page/section could also be considered to support your marketing campaigns.
- Deep link already captured data– where you can carry already submitted content across from referring traffic to your website (e.g. aggregators and affiliates).
- Dynamic pages – those that are created following descriptors from your marketing activity. E.g. PPC ad description which could land on a targeted keyword page that dynamically updates related content on your website.
- Take leanings and gather converting keywords from any A/B testing tools you may be using.
- Consider a content management system for your in-house channel managers or third party Agencies to build keyword channel & targeted marketing pages on the fly on your website.
PPC ‘Best Practices’ tips
1. Start with reviewing the account structure – campaigns, ad group, ads, bidding
2. Review brand vs non-brand – percentage share, clicks, conversions. Ensure brand search terms are actually going to brand campaigns. And non-brand to non-brand campaigns.
3. Download and analyse search term report for the last 12-16 months. Identify phrases with potential for further optimisation/testing and irrelevant phrases to go into the negative list.
4. Review the negative keyword list – negative keywords are the best defence against impressions from unqualified searches.
5. Assess ad groups, number of ads enabled per ad group, number of keywords in ads, keyword match type:
- Are there enough ad variations in the ad group to help with testing and optimisation?
- Are keyword match types used wisely and what are the results – impressions, clicks conversions
6. Review and recommend Ads extensions
- How users currently interact with the extensions
- Test new extensions relevant to the business
- Sitelink extensions to link to specific pages
- Price extensions to showcase the product with their prices
- App extensions to encourage people to download and shop through the app
- Location extension to get a physical store location
- Callout extensions to highlight specific attributes – free delivery, returns etc,
Note: Always monitor performance when introducing new extensions. Some may gain extra clicks but not always increase conversions.
7. Landing pages review:
- Review the landing page quality score
- Are the landing pages matching in the best possible way the ads?
- Are the key messages in ads also on the landing page?
- Are they good for conversions?/
- Introduce landing page A/B testing plan to identify the best performing templates. Do that for the different type of campaigns/products
8. Perform a competitor’s PPC analysis – tools like Semrush, Ahrefs, Spyfu can give a good overview of competitors paid activities – ads, keywords, landing pages
- Start with the top 5 direct competitors
- Compare our keywords with theirs
- Review their ad copy, targeting, bids, landing pages for overlapping keywords. What can we do better than them to get more clicks/conversions on our ads?
- For relevant keywords, found in the research and not currently used, create new ads
9. Keyword research:
- Are we targeting the right keywords?
- Are there shifts in search volumes for the targeted keywords over time
- Are our keywords impacted by seasonality?
- Create a keyword universe file with all the relevant for the business keywords
- Add new keywords and update search volumes regularly
- Mark seasonalities
- Add keywords from the search terms reports
- Use the keywords from the competitor research
- Download queries with impressions and clicks from Google Search Console
- Check with the SEO team if they have a similar document created targeting organic traffic
- Research new keywords with tools like Semrush, Ubbersuggest, Google Keyword Planner
1. How to create a keyword universe:
10. Ad copy:
- Always test and optimise ad copy
- Apply the best performing ad copy across other ad groups
- Use clever messages when bidding on competitor’s brand names – what our product has and theirs don’t
11. Retargeting creative:
- Use creative ads, retargeting customers who visited the site but didn’t convert – create FOMO (fear of missing out), offer discounts/extended warranty, to contact the sales team for a personalises offer.
SEO ‘Best Practices’ tips
1. Review current organic performance – request access to Google Analytics and Google Search Console. Create files with the most visited pages, the best-converting pages and keywords with most of the clicks.
2. If there is a rank tracking tool used internally:
- Review the ranking performance of the tracked keywords in the last 12 months?
- Any dips, gains, what could be the reason for that.
- Use tools like Ahrefs, SEMrush to get an overview of top organic keywords and ranking positions
3. Benchmarking against the top competitors for the business:
- Perform a keyword gap analysis – what are the keywords they rank for, comparing them against the keywords we rank for where are the gaps, overlapping keywords etc.
4. Create a keyword universe:
- Using own keywords ( GA, GSC)
- Keywords from the keyword gap analysis
- Additional research based on the business products/services,
- Cluster the keywords into groups
- Mark the keywords based on the search intent – informational, navigational, transactional
5. Technical SEO:
- When was the last technical audit?
- Have all recommendations been implemented?
6. Perform a new technical audit:
- Crawl the site with crawling tools like Screaming frog, Sitebulb, Deep Crawl
- Checking site speed – Page Speed Insight, WebPage test
- Robots.txt and XML sitemaps review – are there important pages blocked from indexing, are all important pages in the sitemap, Are the sitemap structured well
- Mobile first indexing – is the site offer the best experience on mobile
- Review Schema markups implemented and recommend new types
- Review site structure and internal links
- Technical on-page optimisation – image SEO, Video SEO, heading structure
- For eCommerce websites review Faceted navigation and canonicals, review the processes for out of stock and seasonal products
7. Produce a technical backlog
- Prioritise the technical task
- Identify the stakeholders required for each of the tasks – product managers, developers, Q&As
- Monitor performance after completion
8. Creating a content strategy:
- Understand the business audience
- Audit existing content
- Keyword mapping and content hubs (what could fit as evergreen content)
- How SEO activities can benefit from PPC campaigns
9. For international businesses consider also:
- Tackling content in different languages
- Implement hreflangs