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How SEO and PPC strategies can work together to drive business goals

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Many e-commerce retailers consider their PPC and SEO marketing strategies to be separate entities. Sometimes, they are even viewed as alternatives to one another, with brands only investing in one at a time.

Of course, this is a tragic mistake as PPC and SEO strategies are necessary to integrate into one another for a site to reach its fullest potential in the SERPs.

SEO is a method for increasing a site’s organic traffic through enhanced visibility and site authority. Alternatively, pay-per-click (PPC) advertising seeks to generate traffic through carefully created and targeted adverts in search engines, social and other popular online destinations.

While each is different, they both aim to achieve similar goals. Moreover, SEO and PPC strategies are often reliant on one another, feeding the other with vital information for helping to improve the performance of the other.

To fully understand the symbiotic relationship between these two marketing methodologies, let’s explore these two tactics in-depth, how they are different, how they are alike and outline precisely how SEO and PPC feed each other’s outcomes.

SEO and PPC: The differences

Search engine optimization (SEO) is the discipline that aims to increase the quality and quantity of traffic that a site receives from search engines such as Google or Bing. There are a variety of SEO techniques for improving rankings, including content creation, technical optimization, link building and other such activities.

On the other hand, PPC advertising is a model of digital marketing where advertisers pay an allotted amount each time an individual clicks one of their adverts.

While these two tactics are both encompassed under the umbrella of search engine marketing (SEM), there are some key differences between these two concepts.

Firstly, paid adverts (usually) appear at the top of search engine listings–above the organic rankings–which are influenced by search engine optimization implementations.

Secondly, advertisers who generate traffic from their ads must pay for those site visits. The same is not true of organic listings that obtain clicks as a result of earning visibility by utilizing SEO best practices.

Thirdly, the results generated from PPC campaigns–be it awareness, traffic, conversions or all of the above–is immediate. However, once the promotion ends, a site’s metrics will likely revert to pre-campaign levels.

Alternatively, SEO strategies often take a long time to gain momentum and businesses may not see a return on their investment for many months or even years. However, once a company’s search optimization strategy begins producing results, those changes tend to be long term and extremely prosperous.

SEO and PPC: The similarities

While PPC and SEO are different in many ways, they also share some obvious commonalities.

First off, both tactics aim to drive traffic to a website and are often aimed at generating conversions as well. While one does this through paid means and the other through the slog of climbing the SERPs organically, the end goal remains the same.

Secondly, SEO and PPC are both keyword-driven strategies. While advertisers will conduct keyword research to identify prosperous phrases to bid on and irrelevant ones to exclude through negative keyword lists, SEOs will also analyze relevant terms to understand how to optimize titles, content, technical elements and other critical on-site aspects.

With the differences and similarities of these two strategies outlined, let’s explore how using SEO and PPC together is the formula for search engine success.

How PPC and SEO help each other

Not only is it true that SEO and PPC are often in pursuit of the same ends, but each tactic is actually supportive of the other, producing gains in both campaigns. PPC aids SEO efforts by:

Maximizing SERP coverage

When a site runs PPC advertising, they appear at the top of the search results, thereby being the first thing that searchers see.

When coupled with SEO efforts, a brand can potentially consume a large portion of the SERPs, showcasing adverts at the top and organic listings below. Therefore, if a searcher skips over the ad section and goes directly to the organic rankings, they will find the business there as well.

This effectively allows sites to gain double the exposure they would if only one of these strategies were employed, thereby increasing the chances that the user will click-through to the brand’s site.

Moreover, given that a particular company is so well-represented in the SERPs, this provides consumers with enhanced confidence that the business is a reputable one that provides quality products or services.

By combining PPC and SEO, organizations can more effectively guide prospects to their site and encourage engagement among consumers.

Keyword symbiosis

PPC and SEO are both heavily dependent on keyword optimization to surface for related searches. For businesses to surface in the SERPs for relevant queries, they must target the correct words and phrases.

For brands that have been optimizing their sites for search for quite some time, they already possess keyword data that can help inform their PPC campaigns to produce better outcomes.

However, for those that are new to SEO, gauging the effectiveness of their efforts can be a challenge given that results take time to show. But, since PPC campaigns generate immediate results, advertisers can harvest keywords that have proven to be profitable and pass that information along to SEO teams to optimize pages for enhanced visibility and traffic.

Utilizing keyword information from PPC campaigns can help SEOs to understand the types of terms that users are searching to uncover a company’s pages. Instead of waiting on SEO data to begin rolling in, marketers can utilize PPC data to make the necessary adjustments to SEO campaigns.

Then, when SEO results do begin to show, that information can be fed back to PPC advertisers to help elevate the effectiveness of their promotions.

Elevated brand awareness

When a consumer clicks a PPC advert, they are taken to a landing page where they learn about a business and its offerings. From there, they might explore a site further to get a better gauge for the brand. In other instances, they might get distracted and bounce from the page.

While this may feel a bit disheartening, that consumer just became aware of the company and what it offers through the PPC ad. When that individual searches for similar products or services in the future, they are likely to remember their interaction with the company’s website and click on its organic listings.

As prospective customers grow increasingly familiar with a brand, they are more likely to engage with its organically listed content, thereby resulting in elevated levels of traffic and (potentially) conversions.

In the end, PPC advertising helps to generate awareness for a business, even if prospects don’t immediately convert, which can lead to more organic traffic in the future.

These are just a handful of the ways that SEO and PPC benefit one another.

However, if business owners don’t understand how to track and measure this information, this explanation is all for naught.

How to track and measure performance

The fact is that different businesses are going to have different objectives. Since the KPIs used to measure these goals will vary, we will explore this topic through the two most common targets of an online business: Traffic and conversions.

A business’s SEM goals don’t have to be complicated. However, they shouldn’t be overly simplistic, either.

Therefore, goals should cover information like:

  • The desired amount of traffic to generate
  • The budget to be spent on such leads
  • The timeline to earn the traffic within

There are a variety of important PPC KPIs that advertisers should measure. However, in the context of this conversation, the most critical ones to monitor are click-through rates and conversions.

By analyzing the click-throughs and conversions generated by specific keywords, advertising can understand which terms are proving fruitful in getting consumers to take the desired action and generating revenue for a company.

Keywords that have shown to be the most beneficial can then be fed to a business’s SEO department for on-site optimization and content creation.

From the SEO side of things, Google Analytics is going to be their primary resource for measuring the outcomes of optimization efforts. The KPIs that these individuals will want to analyze include:

  • Keyword rankings
  • Time spent on page
  • Organic traffic
  • Organic conversions

Measuring these metrics through Google Analytics will let site owners know if they are targeting the right keywords, if consumers are finding a site with those terms, if users find their on-site experience engaging and if visitors are converting as a result.

By measuring and tracking this information, PPC and SEO teams can work together to elevate the performance and profitability of each methodology.

SEO and PPC have a lot in common, mostly that they each work in driving business goals.

Since these two tactics are intrinsically linked, it is imperative that retailers learn how to feed information back and forth between their SEO and PPC teams as this is the true secret to dominating the competition in the SERPs.

More about digital commerce marketing


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.


About The Author

Ronald Dod is the chief marketing officer and co-founder of Visiture, an end-to-end e-commerce marketing agency focused on helping online merchants acquire more customers through the use of search engines, social media platforms, marketplaces and their online storefronts. His passion is helping leading brands use data to make more effective decisions in order to drive new traffic and conversions.

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OpenAI Introduces ChatGPT Plus with Monthly Subscription of $20

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Open AI - Chat GPT

OpenAI, the leading artificial intelligence research laboratory, has launched a new product – ChatGPT Plus. The new product is an advanced version of its previous language model, ChatGPT, and is available for a monthly subscription of $20. The company aims to provide a more sophisticated and efficient conversational AI tool to its users through this new product.

ChatGPT Plus is a state-of-the-art language model that uses advanced deep learning algorithms to generate human-like responses to text inputs. The model has been trained on a massive corpus of text data, allowing it to generate coherent and contextually relevant responses. The model is designed to handle a wide range of conversational topics and can be integrated into various applications, such as chatbots, customer support systems, and virtual assistants.

One of the main advantages of ChatGPT Plus over its predecessor, ChatGPT, is its ability to generate responses in a more human-like manner. The model has been fine-tuned to incorporate more advanced language processing techniques, which enable it to better understand the context and tone of a conversation. This makes it possible for the model to generate more nuanced and appropriate responses, which can greatly improve the user experience.

In addition to its advanced language processing capabilities, ChatGPT Plus also offers improved performance in terms of response generation speed and efficiency. The model has been optimized to run on faster hardware and has been fine-tuned to generate responses more quickly. This makes it possible for the model to handle a larger volume of requests, making it an ideal solution for businesses with high traffic websites or customer support centers.

The monthly subscription fee of $20 for ChatGPT Plus makes it an affordable solution for businesses of all sizes. The company has designed the pricing model in such a way that it is accessible to businesses of all sizes, regardless of their budget. This makes it possible for small businesses to take advantage of advanced conversational AI technology, which can greatly improve their customer engagement and support.

OpenAI has also made it easy to integrate ChatGPT Plus into various applications. The company has provided a comprehensive API that allows developers to easily integrate the model into their applications. The API supports a wide range of programming languages, making it possible for developers to use the technology regardless of their preferred programming language. This makes it possible for businesses to quickly and easily incorporate conversational AI into their operations.

In conclusion, OpenAI’s launch of ChatGPT Plus is a significant development in the field of conversational AI. The new product offers advanced language processing capabilities and improved performance, making it an ideal solution for businesses of all sizes. The affordable pricing model and easy integration make it accessible to businesses of all sizes, and the advanced language processing capabilities make it possible for businesses to improve their customer engagement and support. OpenAI’s ChatGPT Plus is set to revolutionize the conversational AI industry and bring advanced technology within the reach of businesses of all sizes.

Visit OpenAI.com to read more and to get the latest news about ChatGPT.

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What can ChatGPT do?

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ChatGPT Explained

ChatGPT is a large language model developed by OpenAI that is trained on a massive amount of text data. It is capable of generating human-like text and has been used in a variety of applications, such as chatbots, language translation, and text summarization.

One of the key features of ChatGPT is its ability to generate text that is similar to human writing. This is achieved through the use of a transformer architecture, which allows the model to understand the context and relationships between words in a sentence. The transformer architecture is a type of neural network that is designed to process sequential data, such as natural language.

Another important aspect of ChatGPT is its ability to generate text that is contextually relevant. This means that the model is able to understand the context of a conversation and generate responses that are appropriate to the conversation. This is accomplished by the use of a technique called “masked language modeling,” which allows the model to predict the next word in a sentence based on the context of the previous words.

One of the most popular applications of ChatGPT is in the creation of chatbots. Chatbots are computer programs that simulate human conversation and can be used in customer service, sales, and other applications. ChatGPT is particularly well-suited for this task because of its ability to generate human-like text and understand context.

Another application of ChatGPT is language translation. By training the model on a large amount of text data in multiple languages, it can be used to translate text from one language to another. The model is able to understand the meaning of the text and generate a translation that is grammatically correct and semantically equivalent.

In addition to chatbots and language translation, ChatGPT can also be used for text summarization. This is the process of taking a large amount of text and condensing it into a shorter, more concise version. ChatGPT is able to understand the main ideas of the text and generate a summary that captures the most important information.

Despite its many capabilities and applications, ChatGPT is not without its limitations. One of the main challenges with using language models like ChatGPT is the risk of generating text that is biased or offensive. This can occur when the model is trained on text data that contains biases or stereotypes. To address this, OpenAI has implemented a number of techniques to reduce bias in the training data and in the model itself.

In conclusion, ChatGPT is a powerful language model that is capable of generating human-like text and understanding context. It has a wide range of applications, including chatbots, language translation, and text summarization. While there are limitations to its use, ongoing research and development is aimed at improving the model’s performance and reducing the risk of bias.

** The above article has been written 100% by ChatGPT. This is an example of what can be done with AI. This was done to show the advanced text that can be written by an automated AI.

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Google December Product Reviews Update Affects More Than English Language Sites? via @sejournal, @martinibuster

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Google’s Product Reviews update was announced to be rolling out to the English language. No mention was made as to if or when it would roll out to other languages. Mueller answered a question as to whether it is rolling out to other languages.

Google December 2021 Product Reviews Update

On December 1, 2021, Google announced on Twitter that a Product Review update would be rolling out that would focus on English language web pages.

The focus of the update was for improving the quality of reviews shown in Google search, specifically targeting review sites.

A Googler tweeted a description of the kinds of sites that would be targeted for demotion in the search rankings:

“Mainly relevant to sites that post articles reviewing products.

Think of sites like “best TVs under $200″.com.

Goal is to improve the quality and usefulness of reviews we show users.”

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Google also published a blog post with more guidance on the product review update that introduced two new best practices that Google’s algorithm would be looking for.

The first best practice was a requirement of evidence that a product was actually handled and reviewed.

The second best practice was to provide links to more than one place that a user could purchase the product.

The Twitter announcement stated that it was rolling out to English language websites. The blog post did not mention what languages it was rolling out to nor did the blog post specify that the product review update was limited to the English language.

Google’s Mueller Thinking About Product Reviews Update

Screenshot of Google's John Mueller trying to recall if December Product Review Update affects more than the English language

Screenshot of Google's John Mueller trying to recall if December Product Review Update affects more than the English language

Product Review Update Targets More Languages?

The person asking the question was rightly under the impression that the product review update only affected English language search results.

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But he asserted that he was seeing search volatility in the German language that appears to be related to Google’s December 2021 Product Review Update.

This is his question:

“I was seeing some movements in German search as well.

So I was wondering if there could also be an effect on websites in other languages by this product reviews update… because we had lots of movement and volatility in the last weeks.

…My question is, is it possible that the product reviews update affects other sites as well?”

John Mueller answered:

“I don’t know… like other languages?

My assumption was this was global and and across all languages.

But I don’t know what we announced in the blog post specifically.

But usually we try to push the engineering team to make a decision on that so that we can document it properly in the blog post.

I don’t know if that happened with the product reviews update. I don’t recall the complete blog post.

But it’s… from my point of view it seems like something that we could be doing in multiple languages and wouldn’t be tied to English.

And even if it were English initially, it feels like something that is relevant across the board, and we should try to find ways to roll that out to other languages over time as well.

So I’m not particularly surprised that you see changes in Germany.

But I also don’t know what we actually announced with regards to the locations and languages that are involved.”

Does Product Reviews Update Affect More Languages?

While the tweeted announcement specified that the product reviews update was limited to the English language the official blog post did not mention any such limitations.

Google’s John Mueller offered his opinion that the product reviews update is something that Google could do in multiple languages.

One must wonder if the tweet was meant to communicate that the update was rolling out first in English and subsequently to other languages.

It’s unclear if the product reviews update was rolled out globally to more languages. Hopefully Google will clarify this soon.

Citations

Google Blog Post About Product Reviews Update

Product reviews update and your site

Google’s New Product Reviews Guidelines

Write high quality product reviews

John Mueller Discusses If Product Reviews Update Is Global

Watch Mueller answer the question at the 14:00 Minute Mark

[embedded content]Searchenginejournal.com

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