Each search engine marketing strategy, natural search engine optimization (SEO), pay per click advertising (PPC), paid inclusion
(PI) and feed management, offers you its own unique benefits. However, used in combination, and most importantly in coordination
with each other using one vendor, they can generate results that are far greater than the sum of their individual parts.
Effective search engine marketing includes both natural SEO and paid search. By leveraging both you can improve your "share of
voice" on the search results page, fill in gaps in visibility if one strategy is under-performing for certain keyword phrases, and
establish your business as a leader as well as a solution to a user's query. The key is to integrate your pay per click advertising
and natural search strategies to effectively work together, taking data from one campaign to enhance the others and visa versa.
This integration, however, is much more difficult to accomplish if you are working with different vendors to separately manage your
paid and natural search campaign. This is because the vendors involved cannot fully understand the intricacies of each other's
strategies and results. Furthermore, each vendor will have different processes, technologies, communications methods, and
schedules; not to mention employee attitudes and skills. As a result, attempting to get multiple vendors to coordinate their
efforts will probably fall to you to coordinate. And this coordination can be frustrating and time-consuming at best, and
impossible to effectively accomplish at worst.
iProspect's Integration-Based Culture
iProspect has created a search marketing model, process and employee culture in which integration and cross-pollination between
natural SEO and paid search initiatives are inherent components, thereby significantly enhancing the results achieved by both
channels.
Data Sharing: iProspect determines which keywords convert and produce the most traffic on both your PPC and SEO programs.
Whether the campaigns launch simultaneously, or at different times, we are able to seamlessly utilize results from one campaign
and apply them to the other. For example, as PPC results frequently materialize faster than SEO results, our team quickly
determines which keywords are driving qualified visitors to your website and causing them to convert. As a result of these
findings we provide immediate recommendations on optimizing pages of your site to target these same keywords for natural search
results.
Keyword Generation: At the same time, iProspect uses SEO results to expand paid listings by analyzing log files to locate
keywords that are driving visitors to your website that were not originally targeted. Some of these "hidden gem" keyword phrases
that are uncovered by SEO log files can be added to your PPC campaign almost instantly.
Landing Page Testing: iProspect utilizes your PPC campaign to evaluate variations in your landing pages and uncover those
which are successful at converting qualified traffic. Once the most productive landing pages are identified, our team can
immediately recommend changes to pages within your natural SEO, PI and feed management campaigns. Often times, there are keywords
discovered within your PPC campaign that provide so much value, that it makes sense to develop content around them for SEO, PI
and feed management.
Balancing Visibility: Once natural SEO and PI campaigns are under way and you begin achieving natural search rankings, you
have the option to remove certain pay per click search ads or lower bids for keyword phrases that are generating natural search
results thereby reducing costs while still pulling in visitors and improving conversion. iProspect's team provides recommendations
on when to focus on paid listings, when to focus on natural results, and when to take advantage of both channels.
These are just some of the aspects of iProspect's integration model that illustrate how sharing results information is critical
to maximizing the successes of each strategy.
The Bottom Line
To garner the best possible results from your search marketing efforts, consider iProspect for both your natural SEO and paid
search needs. Without question, you must integrate search marketing efforts in order to achieve the best possible results, and
you need the consistency of one vendor that has the experience, process and culture to do so effectively.
