By Marc Purtell | Director, SEO
Editor’s note: This is the sixth post in a 13-part series on the newest search marketing strategies that will enhance your brand’s search strategy. All 10 search strategies, including three bonus search strategies, can be downloaded in our new report, “10 New Ideas for Enhancing Your Brand’s Search Strategy “. Download the report here.
Financial professionals talk endlessly about the need to diversify one’s asset portfolio. Having all of one’s eggs in one basket may fill up that basket but it will leave a lot of wicker sad and lonely. The same analogy is true in describing the state of paid search advertising (PPC).
According to eMarketer, PPC search marketers are increasing their advertising presence on social media. Fifty-two percent of global companies surveyed by eMarketer indicated that social channels had either a moderate or huge impact on their search initiatives, in 2012. And with more social networks tapping into paid search advertising, it makes sense that PPC campaigns on Facebook, Twitter, LinkedIn and YouTube would be on the rise. After all, clicks still matter and finding your brand’s target audience where it lives — on social networks — will likely produce more clicks and conversions.
Adding PPC to social media optimization (SMO) should not be the only way you diversify your company’s online search portfolio. Be sure to make some room in your PPC wicker basket for SEO.
Coordinated PPC and SEO programs combine the results-driving immediacy of paid search with the long-term brand and traffic growth of organic search. For instance, PPC search experts can drive organic keywords and improve landing page conversions while simultaneously enhancing paid and SEO click-throughs . And with social search gaining traction, PPC, SMO and SEO can work together to drive brand awareness and customer acquisition.
Diversification of any assets, whether financial or search-related, is a sound, strategic approach. Search marketing, in particular, is continuously changing and evolving. PPC, SEO and even SMO are not what they were even a few years ago. By leaving all of your eggs in one search basket instead of sharing them with the other two, your plans to maximize ROI growth may get scrambled.
Be sure to check back tomorrow when our expert, Marc Purtell, discusses the integration of social media and search.
Want more insight like this? Download our new report, “10 New Ideas For Enhancing Your Brand’s Search Strategy” today.