Search Engine Marketing 101: Your Most Pressing Questions Answered!

By: Kyle Chandler  | 05/27/2015

Last week, we presented a Search Engine Marketing 101 webinar.  From the webinar, we had several participants ask questions, so we thought it would be a good idea to repost the questions and answers for your benefit (you're welcome)!

  1. Does doing any paid search benefit your organic search? There is no direct impact or causation of organic search results from running paid search in tandem. Outside of direct causation, a few added benefits of both include a greater saturation of search engine results pages with your brand, as well as quicker crawling of landing pages for organic indexation due to the paid search traffic.
  2. Should paid search strategies complement or supplement organic search? As mentioned in the previous question, having both tactics run together helps increase your brand's saturation in search engine results pages. There is also a lot of efficiencies with the two programs as the best practices will help optimize your landing pages for both tactics.
  3. We are redesigning our website, what are the key SEO items that we need to incorporate with our redesign plan? The biggest item is a 301 redirect strategy. When moving to a new domain, or even new URLs, you want to make sure you do not lose any authority in the process. Beyond the redirect strategy, a content audit and keyword mapping process is highly recommended to ensure you keep your high value SEO content on the new website. Last, but not least, is setting either your client or management team’s expectations.  Every new website launch has a downtime in organic traffic as the old site is de-indexed and the new site is indexed.
  4. How can we use our blog to improve our organic rankings in search engines? I would suggest investing some time in a long-tail keyword strategy. We have found through research that long-tail keywords traditionally have a lower difficulty and allow for more specific content. These advantages pair really nicely with blogs since they are normally brand new to the web each time and are very targeted. Also, once you get some subscribers and core content rolling, begin to think about a guest blog strategy to promote additional authority.
  5. I have heard that search engines only crawl the first 600 characters on a webpage. Is that true? I have never heard of this personally, however a number that I try to focus on more is the number of links on a page. Google tends to only crawl the first 100 links on a webpage. With that, I like to make sure I have a good cross-linking strategy throughout the earlier content parts of the page to ensure I get a solid flow of authority throughout the website. Beyond that, most of the crazy character counts I have found to be a nonissue with regards to ranking and SEO.
  6. What is the biggest “quick win” I can make to improve my account? The biggest thing to focus on in paid search is a negative keyword audit. It is amazing how much budget you would save from not paying for unwanted clicks.
  7. How can I find the true cost per sale with Google AdWords? If you are an ecommerce storefront, implementing something like Google's ecommerce tracker within Google Analytics will do the trick. This integration normally requires a little development support, but nothing too crazy. If you have a longer sales process that incorporates a full inside sales team, you would either need to incorporate a CRM or Marketing Automation system to get the closed loop reporting at the ad network level.
  8. How can I sell a PPC/SEO program to my manager (they think that because we are a B2B company that search engines are not relevant enough and it is too far away from the sales process)? My favorite way to sell these types of programs is to simply ask them how they made their last highly considered purchase (i.e. car, house, computer, etc.)? Did they call a sales guy and ask for all the information? Or did they research online through search engines and ask for some referral/testimonials from friends on social media? We are in a digital world where almost 60% of the buyer's journey is done anonymously before engaging with sales. By ignoring these channels, you are essentially ignoring the market shift.

What questions have we missed with respect to Search Engine Marketing?  Sound off in the comments below and we'll answer!


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