How do you improve your SEM and SEO strategies over time?

Improve SEM and SEO strategies over time with these 9 keys: Regular Audits: Conduct frequent website and campaign audits. Data Analysis: Continuously analyze performance data. Competitor Monitoring: Keep an eye on competitors' strategies. Algorithm Updates: Stay informed about search engine algorithm changes. A/B Testing: Test and optimize ad and content variations. Keyword Refinement: Regularly update and expand keyword lists. User Experience Optimization: Enhance website usability and speed. Content Updates: Refresh and expand content for relevance. Professional Development: Stay current with industry trends and best practices through training and education.

Goals: depending on the business (e-com or lead-gen) there are two major KPIs that should be defined - ROAS (also POAS) or CPA Goals. Goals are set based on product margins, staff available to work on leads, grow rates and available budget. Data-driven tools like Google Analytics 4 and Hubspot are important to leverage. Precious first party data will help the algorithm to optimise towards our target audience. Its also important to set different goals between new Customers acquisition campaigns and existing customer campaigns.

Make sure your SEO and SEM teams are working together for SHARED goals. There is constant interplay between these two because paid and organic listings commonly appear on the same page. A few examples: - Use paid listings for quick keyword and copy experiments. Take the winners and build out content to drive organic traffic. - You already own top organic listings for XYZ term? Great! Use paid for promotional copy/placements here because the speed to market is greater that organic. You can test quicker with paid. - Evaluate when you are cannibalizing your organic traffic with paid listings. Sometimes it pays to own the page with both listings, sometimes not. - Watch for long-tail success in organic, then use paid here for big ROAS.

Your SEM and SEO goals should always be derived from your business' goals. Start from the end result your business is looking to achieve and move backwards towards channel and campaign goals, that best reflect those business goals. Make sure you have your analytics and reporting setup in a way that you can actually measure the impact of your SEM and SEO actions in relation to those business goals.

When setting your goals, be realistic about what you can achieve with your budget and resources. It's better to set smaller, achievable goals than to set unrealistic goals that you won't be able to meet. Once you have set your goals, you need to track your progress and measure your results. This will help you identify what's working and what's not, and make necessary adjustments to your campaigns. There are a number of analytics tools available, such as Google Analytics and Google Search Console, that can help you track your website traffic, keyword rankings, and other important metrics. By setting clear goals and tracking your progress, you can improve your SEM and SEO strategies over time and achieve your desired results.

Best Keyword Sources: - Google Ads Search Term Report -Keyword Planner - Google Search Auto fill - Search Console - On-site website queries For Google Ads its important to cover long-tail keywords (non-brand) to have a higher intent and relevancy. Search Volume is an important factor, the higher, the more demand is given.

Use keywords in your ad copy and landing pages. This will help your ads and landing pages appear more relevant to potential customers who are searching for your products or services. Use keywords in your website content. This will help your website rank higher in search engine results pages (SERPs) for the keywords that are relevant to your business. Use keywords in your social media posts. This will help your posts reach a wider audience and attract more potential customers to your website.

Whenever you are conducting keyword research make sure you research these two data themes as well 1. Keyword Search Volume Trend (increasing or decreasing) 2. Search & SERP intent

If you are getting confused with keyword selection, use a simple mantra of selecting the right keywords. Use the Google Keywords Planner tool. Put your fingers on keywords that have had a high search volume in the last one year; prioritize keywords that have increased volume in the last three months + YoY change is either constant or rising and the average bid amount is reasonable. Go with these keywords for SEO and ads - both.

Use AI for keyword research One of the best ways of kickstarting is by creating a large keyword doc from SEMrush & keyword planner. Then take that doc into ChatGPT and use plugins like talkwithPDF to leverage AI to analyse your keywords for you.

An optimized website is crucial to increase conversion rates for both SEM and SEO. Landingpages with customer-review, user-friendly structure/design and domains with secure SSL certificate will give the user trust and confidence. If you run for example Google Search Ad Campaigns you should target keywords that describe your product/description to boost relevancy. Insert your best performing keyword into the content of the website, and your SEO Meta Text.

Again, let's not make it a rocket science thing. Just focus more on two aspects - One, the technical side. Make sure your website is fast on mobile and the web. Keep the design part easy and sober. Second, don't stuff content with keywords rather create content that covers just the FAQs of your customers.

Optimizing your website is the #1 way to improve SEM performance, as it influences both SEO and SEA results. Make sure you are writing for the reader and not for the search engine. Focus on relevance and creating value beyond just answering the immediate question that you are optimizing for. Ensure your technical setup is correct and the page has good core web vitals. A slow or hard to digest page is bad from both the user and the search engine's perspective. Lastly, make sure your optimization efforts are done in a controlled and analyzed way. Using A/B testing tools like VVO or Optimizely makes optimizing your websites experience much easier.

I would like to add, Use responsive design. This will ensure that your website looks good and functions well on all devices, including smartphones and tablets. Use high-quality images and videos. Visual content can help to make your website more engaging and informative. Make sure your website is easy to navigate. Visitors should be able to find the information they are looking for quickly and easily. Improve your website's loading speed. A slow website will frustrate visitors and cause them to leave. Promote your website on social media. Social media is a great way to attract visitors to your website and share your content.

SEA can be used non-stop for improving your titles and headlines on your landingpages. Keep experimenting with your headlines in Google ads and optimize your landingpages SEM KPI's: CTR, Headline Impressions per conversion Inspiration idea: test with Cialdini influence principles. What works best for your products/service and audience?

Testing is key to finding out which SEM-SEO strategy fits right for your business. Here is an idea for a test -: - Iterative Testing: Continually refine strategies to pinpoint the best fit for your business. - Incrementality Test: A practical approach is to evaluate the true impact of your paid efforts. - Temporarily halt one paid channel and assess its influence on organic conversions. - Analyze & Adjust: Based on outcomes, tweak strategies for optimized results, ensuring both paid and organic efforts cohesively elevate your brand's visibility

In my opinion, it is important to have a consistent flow of tests on a weekly or monthly basis with a set goal for the number of tests. It can be testing an ad copy or exploring a completely new target audience. The more diverse and creative the tests, the better. The team as a whole can brainstorm ideas for new experiments. Sometimes tests can bring unexpected interesting insights and contribute to the dynamic development of the entire strategy.

Yes, testing and experimenting is the only way to know what's working and what's not, and to make necessary adjustments to your campaigns. Try different ad copy and landing pages to see what works best for your audience. Try different keywords and bidding strategies to see what works best for your goals and budget. Try different content formats, such as blog posts, articles, videos, and infographics, to see what resonates with your audience. Try different calls to action on your website and landing pages to see what converts best. Try different user experience elements, such as navigation, layout, and design, to see what improves your website's performance.

Google Optimize, Optimizely, and similar low-code solutions can have drastic positive effects with what seem like minor changes: If you're finding it takes too many clicks to convert and your users aren't finding the right path - or worse, abandoning - try changing menu and button names. You may be surprised how much that can help conversion rate, which helps quality score, and could even lower CPC. To measure path to purchase, Google Analytics can give you an idea, but there's no substitute for something like Hotjar, which can show user movement in real time.

Testing is a crucial element in determining the ideal SEM-SEO strategy for your business. Here's a testing approach to consider: 1. Iterative Testing: Continuously refine your strategies to identify the best fit for your business. 2. Incrementality Test: Assess the true impact of your paid efforts. Temporarily pause one paid channel and evaluate its effect on organic conversions. 3. Analyze & Adjust: Based on the results, fine-tune your strategies for optimized outcomes, ensuring that both paid and organic efforts work together to enhance your brand's visibility.

Google Ads (SEM) needs to be optimized based on data-driven decisions. The most precious asset are search terms that converted in the past and can be used for targeting new keywords. You should use KPIs like Cost/Conversion, ROAS or just conversions in order to analyze keywords/adgroups or campaign performances. By analyzing campaigns performances you gain many important insights that can be leveraged also for SEO strategies (like Headlines, Search terms and landingpages etc.)

We monitor our most important keyword rankings every day. This is usually an at-a-glance task to make sure there are no massive fluctuations as well as to spot any potential downward trends. The same goes for traffic and other key metrics. However, this daily check does NOT mean that we react on a day-to-day basis. After 26 years of optimizing websites, I'm only too aware that what goes down can also come back up without me doing anything. I optimize for the long term and have zero interest in SEO fads. Analysis is a much more involved process requiring time, thought, and consultation with others. Analysis isn't only about what's going wrong, it's about finding opportunities that might be easy wins ("gaps") or going for the real toughies.

Monitoring and analysis are the compass and map in the journey of digital marketing. Without them, strategies can drift aimlessly. The sheer volume of data available today is both an opportunity and a challenge. Beyond mere collection, the emphasis must be on discernment—understanding which metrics matter, their interplay, and their implications. It’s not just about noting successes or failures, but unraveling the 'why' behind them. Moreover, while past data informs, foresight is essential. Predictive analytics can offer an edge, turning insights into foresight. In essence, consistent monitoring and keen analysis are the difference between reactive adaptation and proactive strategizing.

You need funneling. when you got huge leads, next step is funnel. why? not all leads is qualified. To create funneling, you need to understand the customer journey and map out the different stages that customers go through before making a purchase. These stages are typically: Awareness: This is when customers become aware of your brand or product. Consideration: This is when customers are evaluating your product or service against other options. Decision: This is when customers make a purchase decision. Once you understand the customer journey, you can start to develop content and marketing strategies for each stage of the funnel. The goal is to guide customers through the funnel and help them make a purchase decision.

In my view, the most effective way to enhance your SEO/SEM/PPC strategies is through continuous application, testing, and experimentation. It's vital to stay actively involved because the landscape evolves rapidly. You gain insights into high-performing, advanced strategies by immersing yourself in daily account management.

It's an ongoing process, as search engine algorithms are constantly changing and your competitors are always evolving their strategies. Review your data and insights regularly. This will help you to identify areas where your campaigns need improvement. A/B test different elements of your campaigns. This is the best way to find out what's working and what's not. Monitor your competitors and industry trends. This will help you to stay ahead of the curve and make necessary adjustments to your campaigns. Keep learning and updating your skills and knowledge. The field of online marketing is constantly changing, so it's important to stay up-to-date on the latest best practices and guidelines.

It is critical in your performance analysis to keep an eye on pages that already rank for phrases with a reasonable search volume. It's often possible to improve their rankings with simple on-site optimisation. On websites with thousands of pages, these changes can drastically increase organic traffic over time.

To level up your game in SEO or SEM strategy, it is crucial to apply, test and examine every aspect of the strategy. Adjust and improve your actions and tactics based on your findings and feedback. Analyze the data, revise your content, landing pages, or keywords. Filter out what is working and what is not. For example: If specific keywords in google ads are not giving any result or might not targeting the right audience, it is the time to adjust those keywords or need to optimize the ad.

In my opinion, the only way to improve your SEO/SEM/PPC strategies is by applying, testing, and experimenting over time. It’s extremely crucial to keep skin in the game because everything ch changes so fast. You learn what the top performing advanced strategies are by simply being in accounts every single day.

It's critical to routinely evaluate data and analytics, such as keyword performance, website traffic, and conversion rates, in order to gradually improve SEM and SEO strategies. This study aids in pinpointing areas in need of development and chances for optimization. Furthermore, keeping abreast of developments in the business and search engine algorithm modifications enables the adjustment of plans to conform to industry best practices. Putting new SEO tactics into practice also aids in strategy optimization and improves outcomes. Continuous learning, monitoring, and adjustment are key to evolving and maximizing the effectiveness of SEM and SEO efforts.