Organization of all sizes is realizing the importance of online marketing, especially through search engines. People are more likely to end up on your website via a search engine than going directly to it. When you enter into the digital advertising platform, clients start with Facebook ads/PPC campaigns as it helps in creating very specific targeting options. Facebook campaigns are those where we need an investment. Results are shown only till we invest in this ad platform but when it comes to SEO, there is zero investment. It will help you get better results for a longer period of time. So given the flat-out choice of ranking high organically or having great PPC ads-the overwhelmingly logical choice is organic. True that SEO takes time but it is found to be more effective in terms of reach. Below is a comparison report of clicks and reach of how Facebook ads vs SEO look like.
In this blog, we are going to talk about some tips to upsell SEO to Facebook ads clients. But first, let’s understand some basics of SEO.
What SEO means?
SEO- Search Engine Optimization: All major search engines such as Google, Bing, and Yahoo have primary search results, where web pages and other content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users. Payment isn’t involved, as it is with paid search ads.
To understand what SEO really means, let’s break that sentence down and look at the parts:
- Quality of traffic. You can attract all the visitors in the world, but if they’re coming to your site because Google tells them you’re a resource for Apple computers when really you’re a farmer selling apples, that is not quality traffic. Instead, you want to attract visitors who are genuinely interested in products that you offer.
- The quantity of traffic. Once you have the right people clicking through from those search engine results pages (SERPs), more traffic is better.
- Organic results. Ads make up a significant portion of many SERPs. Organic traffic is any traffic that you don’t have to pay for.
For starters, let’s break SEO into its two main components: on-page SEO and off-page SEO. In the most basic terms, on-page tactics are measures that you can take on your own site to improve search results. Conversely, off-page SEO involves relationship building with other websites to position you as a source of information and educational content, thus building a number of links back to your website. Both types of SEO play off of one another, but for the purposes of this post, we’ll focus more heavily on the improvements you can make on your own site.
On-page SEO:
It is the practice of optimizing individual web pages in order to rank higher and earn more relevant traffic in search engines. On-page refers to both the content and HTML source code of a page that can be optimized, as opposed to off-page SEO which refers to links and other external signals.
Off-page SEO:
Optimization is necessary for websites competing in a highly competitive environment. Within external SEO optimization, domain authority is strengthened through links from other Internet resources on your web page. In order to achieve the results, this service should be done over the long-term, creating links every month.
Finding Your Best Keywords for SEO
Most beginning search marketers make the same mistakes when it comes to SEO keyword research:
- Only doing SEO keyword research once,
- Not bothering to update and expand their SEO keyword list, or
- Targeting keywords that are too popular, meaning they’re way too competitive.
Basically, SEO keyword research should be an ongoing and ever-evolving part of your job as a marketer. Old keywords need to be reevaluated periodically, and high-volume, competitive keywords (or “header” keywords, as opposed to long-tailed keywords) can often be usefully replaced or augmented with longer, more specific phrases designed not to bring in just any visitor but exactly the right visitors. (Who visits your site – particularly if they’re people who are actively looking for your services is at least as important as how many people visit.)
The target keyword phrase should be a two- to- four-word phrase (maybe, even more, words) that conveys the article’s core topic or message. While a given article might rank in search engines for a handful of different keyword phrases, the target phrase best conveys what the article is about and this is emphasized more than other keyword phrases. If you could wish for your article to rank highly for any phrase, this would be it.
Beyond the importance of shooting for a page-one ranking, there are at least three additional reasons why the target keyword phrase is so critical.
This blog will help you understand short vs long tail keywords
Understanding your audience:
Pay attention to the following aspects of your target audience for best results.
- Find out the demographics of your audience. What is their average age? Is your software more popular with men or women? What is the income of your average customer? This may affect your pricing strategy significantly.
- How does your audience use your software? What’s the most frequently-used part of your product? Which aspects do you think could be improved over time? This can help you with email marketing strategies.
- What struggles do your intended audience regularly face? How can your software help them solve those problems and have a better time doing whatever it is your product does?
- How many people have already purchased your software? Are they still using it? If so, what brings them back? If not, what’s stopping them?
This information can help your SEO team create the right linkbacks to other relevant sites and companies that might be able to send some customers your way. It can also help improve the paid advertising your SEO company chooses for your site.
SEO Audit:
When it comes to internet marketing, an SEO Audit is one of the most important tools that can provide detailed insight and overview of your website’s current standing.Often described as a process of altering and strengthening a website’s online relevancy, an SEO Audit typically covers important components of a website such as content-related issues, site architecture, indexing, backlink analysis and social-media engagement. Understanding these components and how they work is an important part of identifying the strength, weaknesses, and potentials a website has in natural search.
Following a comprehensive SEO Audit and evaluation of a website, a report is often generated that will highlight details of any present issues as well as a list of recommendations that will help the webmaster fulfill his or her business objectives in the best possible way. The accompanying report takes several key factors into account and comprises of on-site and off-site issues that will form the basis of an effective SEO strategy. SEO Audit tool from ReportGarden can help digital ad agencies to have a single central solution for their SEO clients. Also, Read SEO audit is a prerequisite for visibility in Search Engines.
Benefits:
Below are some benefits of an SEO Audit that businesses can take advantage of.
- Learn about your competition and how to stay ahead of them.
- Know the current health status of your website and issues that hinder your business’s online visibility.
- Increase your domain authority by applying the right SEO strategy.
- A unique opportunity to optimise your website for search engines and fix identified on-page issues.
- Help you devise a plan to improve sales, conversions, and leads.
- Maximise the prospect of generating volumes of targeted online traffic.
- Get a better understanding of the factors that could affect your website’s search engine ranking.
- Find out if all your web pages can be crawled and indexed by search engines.
Tips for Upselling SEO to Facebook ads clients
Build credibility
As an SEO expert, your Facebook ads clients base will want to see you walk the talk. That means being credible in Google’s eyes and in your other clients. This should not be too hard if you’ve been working on your own Google ranking and really, who in this line of work wouldn’t?
Write blogs for them
Write few blogs for the clients and get them ranked organically. Promote it and get the traffic. This is how you show them the power of SEO.
Link blogs to Landing pages
This will help your clients getting traffic to the concerned landing pages as well.
Garner the good reviews
Remember, clients, want to increase their bottom line. They get that through sales. To sell, they need customers. And customers love to talk. Find the good reviews and show clients how those influence their brand. Find the negative ones as well, to tell the client why they shouldn’t be so neglectful of their brand image.
Free SEO Report
Clients do not understand SEO because it does not have a set guidelines unlike PPC or social media. SEO is more like art since Google, Bing and other search engines change their algorithms frequently to show relevant search results to their users. With an SEO report in clients hand, you can get n% closer to sealing an upselling deal.
SEO And Facebook Ads:
In an ideal world, we would look at both SEO and PPC. They both have pros and cons and work best when supporting each other synergistically. Where you can get SEO and PPC working together, you will often be able to drive results that are greater than their component parts.
The benefits of running SEO and Facebook Ads together include:
- Keyword and conversion data from PPC can be fed into organic search (SEO).
- The total volume of traffic can be increased by targeting clicks in paid and organic for high-performing keywords.
- High-cost keywords, high-volume or low-converting (yet still important) keywords can be moved from PPC to organic search.
- A/B testing of ad copy and landing pages can be fed into your organic listing and landing pages.
- Remarketing allows you to stay in front of visitors after an initial touch via organic search and customize messaging around their engagement with your site.
- Test your keyword strategy in PPC before committing to long-term SEO strategies.
- Target users at all stages of the customer journey from research to comparison to purchasing with commercial keywords.
- Increase confidence and awareness by having both strong organic and paid visibility.
In our experience with hundreds of businesses, an integrated search strategy that looks at both SEO and PPC is the optimal approach. Results are improved in each channel by utilizing both paid and organic. This will not be right for every business, but for high-growth, aggressive marketing, you will want to develop a holistic search engine strategy rather than look at SEO or PPC in isolation.
