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Proven Ways To Improve Organic Marketing Workflow Efficiency

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Proven Ways To Improve Organic Marketing Workflow Efficiency

As SEO professionals, it’s challenging to get people to buy into and care about what we do.

Sometimes it’s even hard to get them to remember what SEO stands for.

However, more and more companies are putting their efforts and attention into building out their digital marketing teams, especially within organic marketing or SEO.

The last couple of years has shown us that companies can no longer rely on their brick-and-mortar or traditional marketing methods alone.

With companies across all industries now prioritizing a digital-first strategy across the organization, it’s essential that you’re optimizing workflows to support the best possible ROI.

This article provides the foundation for the optimal way to run a marketing team, implement SEO recommendations, and increase efficiency in your organic marketing workflow.

Why Is The Organic Marketing Workflow So Important?

For far too long, SEO professionals have been considered the janitors of their organization.

We get tasked with“SEO-ing content” months after production, or we’re not consulted regarding technical changes and only learn about them when issues need cleaning up.

We need to be more proactive when using our SEO insights and make sure that the SEO experts at your organization have a seat at the table.

SEO professionals and the organic marketing team can no longer be siloed from the rest of the digital marketing department or the organization.

The key is learning how to break down these silos and enable SEO across the entire organization. It’s not an easy task, but it’s necessary if you want to drive efficiency and see organic success.

When organic marketing is involved in the conversation, it allows SEOs to ensure that content is set up for success.

Wouldn’t every organization want its content to do well right from the start?

Organizations with the best performing content tend to have the most efficient organic marketing workflow and are the most mature companies from an organic marketing perspective.

What Is Organic Marketing Maturity?

Being a mature organic marketing company means you have the right combination of people, processes, tools, and metrics to help inform the digital marketing and overall company strategy.

Let’s break down each of these areas to see how we can create a proactive and efficient organic marketing workflow.

How to Create A More Efficient Organic Marketing Workflow

One of the easiest ways to make your workflow more efficient is to make more people in the organization aware of SEO and the benefits it provides when prioritized across the board.

Educate And Evangelize Your Organization Around SEO

By educating and evangelizing the organization around SEO, in-house experts can instantly make more people aware of SEO best practices.

Wouldn’t it be great to have 10 people all thinking about SEO vs. just one individual tasked as the SEO expert?

At the very least, doing so helps expand knowledge around what SEO is and how to fit into the organic marketing workflow.

Within organizations, collaboration and alignment between many different departments are key.

For example, when creating content, SEO specialists need to involve the marketing team, content team, legal team, development, and design teams.

This means there are usually a lot of different stakeholders involved.

But, educating them along the way about SEO best practices makes it easier to speed up the process the next time.

The main point here is that it doesn’t matter how limited your company is with SEO resources (obviously, the more we can get, the better!) because almost anyone can be SEO with the right knowledge.

If SEO experts can teach different departments more about SEO and use these insights to help convince them why it matters, we can create more SEO professionals internally.

This is why educating and evangelizing SEO are important things internally.

Once you take the time to explain why we care about things from an SEO perspective and how it can increase results and make their jobs easier, there is less push back.

Remember the last time the developer ignored your request for a month?

Educating them on SEO best practices can help you learn to prioritize technical issues without disrupting their queue.

Improve Your SEO Process And Program

One of the benefits of educating more of the organization and other team members about SEO best practices is to help improve the overall SEO and organic process and program.

Optimizing the SEO process and program internally is one of the biggest ways SEO experts can help make the organic marketing workflow more efficient.

By improving the process, we can ensure that everyone is thinking about SEO when creating, updating, or implementing content.

Communication with all the stakeholders is the best way to ensure that SEO is incorporated into the process moving forward.

For example, when everyone is thinking about SEO metrics or best practices, prioritizing content to optimize and refresh becomes less hassle for the content team. Everyone begins to understand the purpose of a content audit and what we gain by optimizing old content.

In addition to improving the process, SEO professionals also need to ensure that the program and tools are correctly leveraged.

The company’s tools and programs allow us to efficiently and effectively share data or insights that can help others in the company understand how we are performing.

Whether we are using a bunch of smaller tools, internal analytics, or enterprise SEO software, we must continuously monitor how our content and keywords are performing from an organic standpoint.

This way, we can benchmark our performance, easily share wins with the organization, and be alerted if we need the support of a specific stakeholder to fix something.

Create Metrics And KPIs To Hold Each Department Accountable

Any successful organic marketing workflow and organization will need specific metrics or KPIs to measure success.

You can educate and evangelize SEO as much as you want and improve our SEO process. However, if you don’t define what you are trying to achieve before you set out to do it, it will make the success story harder to tell.

Half the story is always using SEO insights/data to make recommendations.

But without implementing the recommendations and measuring the results it produces, you won’t know what truly happened or be able to measure the ROI of your efforts.

To make sure you have the most efficient organic marketing workflow possible, SEO experts need to set up clear KPIs to measure the impact on the organization.

This enables us to be more agile and take action faster when we notice an issue.

Also, this allows us to see if our strategy is actually working.

SEO is a long-term lead generation strategy vs. the short-term gains paid search provides, so it’s important to consistently report wins along the way to close the loop and bring visibility to the ROI of our efforts.

ROI within SEO is tough to prove, but there are metrics we can use within content marketing, such as organic traffic, keyword rankings, and conversion rates, to prove our success.

It’s up to us to keep stakeholders in the loop that our SEO efforts are reaping the rewards and driving revenue.

Doing this helps everyone buy into the organic marketing workflow, making us even more efficient moving forward.

In Conclusion

Today, most organizations don’t have a mature or efficient organic marketing workflow because they haven’t taken these steps.

But having the awareness that changes are needed to drive efficiency means you are already ahead of most organizations.

The best part of SEO is that Google doesn’t necessarily care if you are an enterprise, an SME, or a mom-and-pop shop.

If you are the most relevant result to show the user and have the best experience, Google will reward you with a Page 1 result.

This is why effective (and efficient) organic marketing is one of the most critical parts of a successful foundation in digital marketing.

Educating and collaborating with other team members internally, improving SEO processes and programs, and creating metrics that clearly measure SEO ROI is the winning formula for driving an efficient organic marketing workflow.

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Featured Image: PureSolution/Shutterstock



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Do Higher Content Scores Mean Higher Google Rankings? Our Data Says It’s Unlikely.

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Do Higher Content Scores Mean Higher Google Rankings? Our Data Says It's Unlikely.

I studied the correlation between rankings and content scores from four popular content optimization tools: Clearscope, Surfer, MarketMuse, and Frase. The result? Weak correlations all around.

This suggests (correlation does not necessarily imply causation!) that obsessing over your content score is unlikely to lead to significantly higher Google rankings.

Does that mean content optimization scores are pointless?

No. You just need to know how best to use them and understand their flaws.

Most tools’ content scores are based on keywords. If top-ranking pages mention keywords your page doesn’t, your score will be low. If it does, your score will be high.

While this has its obvious flaws (having more keyword mentions doesn’t always mean better topic coverage), content scores can at least give some indication of how comprehensively you’re covering the topic. This is something Google is looking for.

Google says that comprehensively covering the topic is a sign of quality contentGoogle says that comprehensively covering the topic is a sign of quality content

If your page’s score is significantly lower than the scores of competing pages, you’re probably missing important subtopics that searchers care about. Filling these “content gaps” might help improve your rankings.

However, there’s nuance to this. If competing pages score in the 80-85 range while your page scores 79, it likely isn’t worth worrying about. But if it’s 95 vs. 20 then yeah, you should probably try to cover the topic better.

Key takeaway

Don’t obsess over content scores. Use them as a barometer for topic coverage. If your score is significantly lower than competitors, you’re probably missing important subtopics and might rank higher by filling those “content gaps.”

There are at least two downsides you should be aware of when it comes to content scores.

They’re easy to cheat

Content scores tend to be largely based on how many times you use the recommended set of keywords. In some tools, you can literally copy-paste the entire list, draft nothing else, and get an almost perfect score.

Scoring 98 on MarketMuse after shoehorning all the suggested keywords without any semblance of a draftScoring 98 on MarketMuse after shoehorning all the suggested keywords without any semblance of a draft

This is something we aim to solve with our upcoming content optimization tool: Content Master.

I can’t reveal too much about this yet, but it has a big USP compared to most existing content optimization tools: its content score is based on topic coverage—not just keywords.

For example, it tells us that our SEO strategy template should better cover subtopics like keyword research, on-page SEO, and measuring and tracking SEO success.

Preview of our upcoming Content Master toolPreview of our upcoming Content Master tool

But, unlike other content optimization tools, lazily copying and pasting related keywords into the document won’t necessarily increase our content score. It’s smart enough to understand that keyword coverage and topic coverage are different things.

Sidenote.

This tool is still in production so the final release may look a little different.

They encourage copycat content

Content scores tell you how well you’re covering the topic based on what’s already out there. If you cover all important keywords and subtopics from the top-ranking pages and create the ultimate copycat content, you’ll score full marks.

This is a problem because quality content should bring something new to the table, not just rehash existing information. Google literally says this in their helpful content guidelines.

Google says quality content goes beyond obvious information. It needs to bring something new to the tableGoogle says quality content goes beyond obvious information. It needs to bring something new to the table

In fact, Google even filed a patent some years back to identify ‘information gain’: a measurement of the new information provided by a given article, over and above the information present in other articles on the same topic.

You can’t rely on content optimization tools or scores to create something unique. Making something that stands out from the rest of the search results will require experience, experimentation, or effort—something only humans can have/do.

Enrich common knowledge with new information and experiences in your contentEnrich common knowledge with new information and experiences in your content

Big thanks to my colleagues Si Quan and Calvinn who did the heavy lifting for this study. Nerd notes below. 😉

  • For the study, we selected 20 random keywords and pulled the top 20 ranking pages.
  • We pulled the SERPs before the March 2024 update was rolled out.
  • Some of the tools had issues pulling the top 20 pages, which we suspect was due to SERP features.
  • Clearscope didn’t give numerical scores; they opted for grades. We used ChatGPT to convert those grades into numbers.
  • Despite their increasing prominence in the SERPs, most of the tools had trouble analyzing Reddit, Quora, and YouTube. They typically gave a zero or no score for these results. If they gave no scores, we excluded them from the analysis.
  • The reason why we calculated both Spearman and Kendall correlations (and took the average) is because according to Calvinn (our Data Scientist), Spearman correlations are more sensitive and therefore more prone to being swayed by small sample size and outliers. On the other hand, the Kendall rank correlation coefficient only takes order into account. So, it is more robust for small sample sizes and less sensitive to outliers.

Final thoughts

Improving your content score is unlikely to hurt Google rankings. After all, although the correlation between scores and rankings is weak, it’s still positive. Just don’t obsess and spend hours trying to get a perfect score; scoring in the same ballpark as top-ranking pages is enough.

You also need to be aware of their downsides, most notably that they can’t help you craft unique content. That requires human creativity and effort.

Any questions or comments? Ping me on X or LinkedIn.



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Unlocking Brand Growth: Strategies for B2B and E-commerce Marketers

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Unlocking Brand Growth: Strategies for B2B and E-commerce Marketers

In today’s fast-paced digital landscape, scaling a brand effectively requires more than just an innovative product or service. For B2B and e-commerce marketers, understanding the intricacies of growth strategies across different stages of business development is crucial.  

A recent analysis of 71 brands offers valuable insights into the optimal strategies for startups, scaleups, mature brands, and majority offline businesses. Here’s what we learned. 

Startup Stage: Building the Foundation 

Key Strategy: Startups focus on impressions-driven channels like Paid Social to establish their audience base. This approach is essential for gaining visibility and creating a strong initial footprint in the market. 

Case Study: Pooch & Mutt exemplified this strategy by leveraging Paid Social to achieve significant year-on-year revenue gains while also improving acquisition costs. This foundational step is crucial for setting the stage for future growth and stability. 

Scaleup Stage: Accelerating Conversion 

Key Strategy: For scaleups, having already established an audience, the focus shifts to conversion activities. Increasing spend in impressions-led media helps continue generating demand while maintaining a balance with acquisition costs. 

Case Study: The Essence Vault successfully applied this approach, scaling their Meta presence while minimizing cost increases. This stage emphasizes the importance of efficient spending to maximize conversion rates and sustain growth momentum. 

Mature Stage: Expanding Horizons 

Key Strategy: Mature brands invest in higher funnel activities to avoid market saturation and explore international expansion opportunities. This strategic pivot ensures sustained growth and market diversification. 

Case Study: Represent scaled their efforts on TikTok, enhancing growth and improving Meta efficiency. By expanding their presence in the US, they exemplified how mature brands can navigate saturation and seek new markets for continued success. 

Majority Offline Brands: Embracing Digital Channels 

Key Strategy: Majority offline brands primarily invest in click-based channels like Performance Max. However, the analysis reveals significant opportunities in Paid Social, suggesting a balanced approach for optimal results. 

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How To Use The Google Ads Search Terms Report

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How To Use The Google Ads Search Terms Report

One of the most essential aspects of a profitable Google Ads strategy is reaching the right people, with the right message, while they’re searching.

To do this correctly, you need to know exactly how your ads are doing and what words potential customers are using to search.

This is where the Google Ads search terms report comes in handy.

This report is a goldmine and an invaluable asset to every Google Ads account.

With insights into exact phrases being used to trigger your ads, the search terms report can help:

  • Significantly refine your keyword strategy.
  • Enhance your targeting.
  • Boost your return on investment (ROI).

Let’s get into why the Google Ads search terms report is not only helpful but essential for maximizing Google Ads profitability.

What Is The Google Ads Search Terms Report?

The search terms report is a performance tool that shows how your ad performed when triggered by actual searches on the Google Search Network.

The report shows specific terms and phrases that triggered your ad to show, which helps determine if you’re bidding on the right keywords or using the right match types.

If you find search terms that aren’t relevant for your business, you can easily add them to your negative keyword list repository.

This helps you spend your budget more effectively by ensuring your ads are only triggered for relevant, useful searches by potential customers.

Keep in mind that there is a difference between a search term and a keyword:

  • Search term: Shows the exact word or phrase a customer enters on the Google Search Network to trigger an ad.
  • Keyword: The word or phrase that Google Ads advertisers target and bid on to show their ads to customers.

How To Create A Search Terms Report

Creating a search terms report in your Google Ads account is simple, and better yet – it can be automated!

To view your search terms report, you’ll need to:

  • Log into your Google Ads account.
  • Navigate to “Campaigns” >> “Insights & reports” >> “Search terms”

Below is an example of where to navigate in your Google Ads account to find the search terms report.

Screenshot taken by author, April 2024

After running this report, there are multiple actions you can take as a marketer:

  • Add top-performing searches to corresponding ad groups as keywords.
  • Select the desired match type (e.g. broad, phrase, exact) if adding new keywords.
  • Add irrelevant search terms to a negative keyword list.

3 Ways To Use Search Terms Report Data

As mentioned above, there are numerous ways you can use the search terms report data to optimize campaign performance.

Let’s take a look at three examples of how to use this report to get the best bang for your buck.

1. Refine Existing Keyword Lists

The first area the search terms report can help with is refining existing keyword lists.

By combing through the search terms report, you can find areas of opportunities, including:

  • What searches are leading to conversions.
  • What searches are irrelevant to the product or service.
  • What searches have high impressions but low clicks.
  • How searches are being mapped to existing keywords and ad groups.

For searches leading to conversions, it likely makes sense to add those as keywords to an existing ad group or create a new ad group.

If you’re finding some searches to be irrelevant to what you’re selling, it’s best to add them as negative keywords. That prevents your ad from showing up for that search moving forward.

If some searches have a high volume of impressions, but very few clicks, these will take further consideration. If it’s a keyword worth bidding on, it may indicate that the bid strategy isn’t competitive enough – meaning you’ll have to take action on your bid strategy.

If a search term is being triggered by multiple keywords and ad groups, this is a case of cross-pollution of keywords. This can lead to lower ROI because it’s essentially having multiple keywords bid on that search term, which can drive up the cost. If this happens, you have a few options:

  • Review and update existing keyword match types as necessary.
  • Add negative keywords where appropriate at the ad group or campaign level to avoid cross-pollution.

Ultimately, using the search terms report in this way allows you to determine what is performing well and eliminate poor performers.

2. Understand How Your Audience Is Actually Searching For Your Product

Something I often see is a mismatch of how a company talks about its product or service vs. how a customer is actually searching for it in the real world.

If you’re bidding on keywords you think describe your product or service but are not getting any traction, you could be misaligning expectations.

Oftentimes, searches that lead to conversions are from terms you wouldn’t have thought to bid on without looking at the search terms report.

One of this report’s most underutilized use cases is finding lesser-known ways customers are searching for and finding your product.

Finding these types of keywords may result in the creation of a new campaign, especially if the search terms don’t fit existing ad group structures.

Building out campaigns by different search themes allows for appropriate bidding strategies for each because not all keyword values are created equal!

Understanding how a customer is describing their need for a product or service not only helps your keyword strategy but can lead to better-aligned product positioning.

This leads us to a third way the search term report can help your campaigns.

3. Optimize Ad Copy and Landing Pages

As discussed in #2, customers’ language and phrases can provide valuable insights into their needs and preferences.

Marketers can use the search terms report to better tailor ad copy, making it more relevant and appealing to prospective customers.

And let’s not forget about the corresponding landing page!

Once a user clicks on an ad, they expect to see an alignment of what they searched for and what is presented on a website.

Make sure that landing page content is updated regularly to better match the searcher’s intent.

This can result in a better user experience and an improvement in conversion rates.

How Using The Search Terms Report Can Help ROI

All three examples above are ways that the search terms report can improve campaign ROI.

How so?

Let’s take a look at each example further.

How Refining Keywords Helps ROI

Part of refining existing keywords is negating any irrelevant search terms that trigger an ad.

Having a solid negative keyword strategy gets rid of “unwanted” spending on keywords that don’t make sense.

That previously “wasted” spend then gets redirected to campaigns that regularly drive higher ROI.

Additionally, adding top-performing search terms gives you better control from a bid strategy perspective.

Being able to pull the appropriate levers and setting proper bid strategies by search theme ultimately leads to better ROI.

How Understanding Audience Intent Helps ROI

By understanding the exact language and search terms that potential customers use, marketers can update ad copy and landing pages to better match those searches.

This can increase ad relevance and Ad Rank within Google Ads.

These items help with keyword Quality Score, which can help reduce CPCs as your Quality Score increases.

More relevant ads likely lead to higher click-through rates, which leads to a higher likelihood of converting those users!

How Updating Ad Copy And Landing Pages Helps ROI

This example goes hand-in-hand with the above recommendation.

As you start to better understand the audience’s search intent, updating ad copy and landing pages to reflect their search indicates better ad relevance.

Once a user clicks on that relevant ad, they find the content of the landing page matches better to what they’re looking for.

This enhanced relevance can significantly increase the likelihood of conversion, which ultimately boosts ROI.

Use This Report To Make Data-Driven Decisions

Google Ads is an integral part of any digital marketing strategy, often accounting for a large portion of your marketing budget.

By regularly reviewing the search terms report, you can refine your marketing budget to make your Google Ads campaigns more effective.

Using this report to make data-driven decisions that fine-tune multiple facets of campaign management leads to more effective ad spending, higher conversions, and ultimately higher ROI.

More resources: 


Featured Image: FGC/Shutterstock

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