Search Engine Optimization (SEO) and Search Engine Advertising (SEA) are more than just juggling keywords. Companies use these tricks to increase the efficiency of their search engine marketing.
In 2019, SEO and SEA optimization should be an integral part of any online marketing strategy. With clever search engine optimization, i.e. search engine optimization, and conscious search engine advertising, the setting of meaningful advertisements in search networks, companies can use their website in a targeted manner for result-oriented marketing. But not all strategies are the same – there are various tricks to improve existing processes. The following six methods help companies to use their search engine marketing even more to attract customers.
SEA – the placement of meaningful ads in search engines
1. Traffic qualification
The so-called traffic qualification separates the wheat from the chaff before the user even visits the website. With niche keywords you not only redirect users who are generally interested in a keyword to your own page, but also those who have already made a specific decision to buy an item or a service. For example, instead of using the keyword “ vacuum cleaner ” , a cleaning equipment supplier could choose the keyword “vacuum cleaner for allergy sufferers”. Even brand names or type designations can be used to guide traffic in the best possible way.
First of all, there is less traffic on the website itself. However, the wastage drops immensely, since only really interested users are specifically addressed. Thus, a provider achieves maximum visibility in the actually relevant target group. The result: The conversion rate , i.e. the proportion of customers who actually buy something in the end, increases. A nice side effect: the more efficient niche strategy reduces campaign costs.
2. Granular account structure
In order to achieve the best possible results, it is advisable to set up the smallest possible ad structure that is optimally tailored to your own products and the associated intentions. Because certain search queries may appear similar at first glance, but they may be motivated by completely different projects: When a user searches for “vacuum cleaner test”, he does so with a completely different intention than when he searches for “vacuum cleaner price comparison”. If, however, both search queries lead to the same ad text, at least one of the two is not 100 percent suitable – and that should be the goal in order to guide the searcher to your own website in the second step. Especially with keywords with a large search scope, it is therefore worthwhile to set up small-scale ad structures.
3. Performant SEA landing pages
A landing page is usually the first point of contact where users come into contact with the website or even with the company itself. Accordingly, a lot of importance should be attached to it: If it is not convincing, the potential customer may leave it immediately. The landing page is basically just the extended advertisement. That is why it has to take up their content one-to-one – otherwise it is simply irrelevant for the user who is interested in a certain topic. For this reason, it doesn’t always make sense, for example, to simply link to a company’s homepage in a search engine ad. Rather, the click on the relevant link should lead the interested party directly to the right place, where he can find out more about the corresponding offer and in the best case, thanks to a cleverly set call-to-action (CTA), he can proceed directly to the action, i.e. to the purchase. Conversely, this is the only way to increase the conversion rate.
In addition to a clear and uniform design (keyword corporate identity) and the content, the performance, i.e. the loading speed of the website, also plays a decisive role. If this is too slow, the company loses the user it has just referred within a few seconds.
SEO – use search terms as a guide to buying
4. Automated SEO business intelligence solutions
Ever newer and more complex SEO tools on the market can generate deeper and more granular insights. The amount of data can easily overwhelm, which is why a consistent link between different data sources in consolidated reports is necessary.
Automated business intelligence solutions that offer holistic 360-degree deep dives are ideal for this. The SEO strategy can then build on the knowledge gained from this. The approach is long-term: Since such automated solutions continue to link new data, the SEO strategy can be continuously adapted and modified according to the latest findings. Another advantage is an increase in efficiency with simultaneously increasing quality.
5. Data-driven SEO understanding and immediate monitoring
Immediate and continuous monitoring is essential for a sustainably successful SEO strategy. Further measures can only be planned in perspective if the SEO analyst constantly keeps an eye on how conversions are currently being generated. In addition to successful conversions, the bounce rate as a ranking and sales factor also plays a major role – who leaves the page and why is just as important as information about who is there and for what reasons.
In addition, direct monitoring can be used to respond specifically and directly to specific developments. They can have different causes: For example, the Google algorithm could change, a new competitor could have entered the market or certain products could have gained or lost their reputation. If the company is informed of the effects of these processes, it can adapt the content of its website accordingly.
6. Data-based target group understanding
In order to be able to properly address certain target groups, a company needs to know as much about them as possible. The difficulty in the Internet age is not to collect data. The challenge is rather the linking of the large amount of data obtained in order to ultimately draw valuable conclusions. Nowadays customers expect to be addressed personally and individually by every company – nobody wants to be “one of many” and receive faceless mass communication. Adapting the content is therefore of crucial importance in marketing. But in order to deliver personalized SEO experiences, companies must first have a very thorough understanding of their target groups and their search behavior. Collected data serve as the basis for being visible to this specific group of people.
Using a data-supported target group understanding, it is possible, for example, to create landing pages in a more targeted manner. A simple example: If customers in one region of Germany are more interested in vacuum cleaners with a bag, but in the other are more interested in those without, the landing pages of the respective region should take these peculiarities into account.
The insights gained can ultimately also be used to identify particularly profitable target groups. In contrast to a one-size-fits-all solution, data-supported “SEO experiences” can significantly increase the RoI (return on investment), i.e. the profit in relation to the capital employed.