SEO and SEM: The perfect combination to attract and convert
Posted: Mon Jan 20, 2025 4:26 am
Two channels are better than one and four channels are better than two, SEO and SEM are definitely the optimal combination.
There is a mistake that is frequently repeated by many entrepreneurs or digital project managers and that is selecting a single billing lever.
Why SEO and SEM are not mutually exclusive channels?
SEO and SEM compatible channels
We have the case of a women's fashion e-commerce with a high volume that reached OJO traffic with a penalty from Google Panda and very low online billing for the organic channel, they were not carrying out PPC campaigns either.
Within a few months and after re-optimizing content, we managed to improve organic positioning and increase customer intake.
Shortly after, we also started working on segmented AdWords campaigns for the whole of Europe. The instagram database first two or three months, sales increased moderately, but after this time, they skyrocketed because we already had enough data to optimize appropriately.
You might be wondering why I'm telling you all this, read on because there's a reason for it.
The Marketing Director initially wanted to allocate his entire Digital Marketing budget to SEO, since that was what brought in the most revenue.
Secondly, he was reluctant to invest in AdWords because it was a higher investment between management and the actual payment of the campaigns.
But when we started to bill on this channel, he understood that in the end what is important is not the cost, but the ROI that the channel produces.
Investing in SEO and SEM is not a cost, it is an investment.
If we have four digital customer entry channels and all of them have a positive ROI… why cut them off?
Why concentrate the entire strategy on a single channel?
Why not combine SEO and SEM efforts at the same time?
If we decide to dedicate all our efforts to SEO and only get clients through this channel, Google may harm us tomorrow.
And even though it doesn't penalize us because we are developing it naturally, the competition also works on SEO and can get ahead of us.
If we decide to dedicate all our efforts to SEM, Google Shopping may paralyze us tomorrow due to a specific policy regarding products, descriptions, prices or images.
These problems can occur in any digital channel, so testing which ones offer us a positive ROI and diversifying based on that is necessary to consolidate our digital position and make the entry of clients solid.
Discharge
SEO and SEM - With SEM we know the market and with SEO we expand the reach
A major SEO deficiency that we didn't have years ago and that began with Google's encryption of searches is the knowledge of target keywords , that is, the search terms by which potential customers find us.
This leads to a lack of knowledge of the market, which can result in poor focus on objectives in the first phase and the entire subsequent strategy being innocuous.
We have tools like SEMrush that we must combine in our strategy.
This platform allows us to greatly expand our vision of target keywords based on the average traffic they generate and the percentage they provide of total organic traffic for both us and our competitors.
On the other hand, Google AdWords is the platform par excellence that tells us which search terms translate into real conversions within the sector.
At OJO al trafico we like to combine both channels because:
In our methodology, we extract the list of search terms that we have activated in our Google AdWords campaign on a monthly basis.
And, based on them, we develop, on the one hand, new Landing Pages for the target keywords with greater segmentation for conversion, and on the other hand, Content Marketing strategies for secondary keywords that can bring conversion but in lower volume and percentage.
There is a mistake that is frequently repeated by many entrepreneurs or digital project managers and that is selecting a single billing lever.
Why SEO and SEM are not mutually exclusive channels?
SEO and SEM compatible channels
We have the case of a women's fashion e-commerce with a high volume that reached OJO traffic with a penalty from Google Panda and very low online billing for the organic channel, they were not carrying out PPC campaigns either.
Within a few months and after re-optimizing content, we managed to improve organic positioning and increase customer intake.
Shortly after, we also started working on segmented AdWords campaigns for the whole of Europe. The instagram database first two or three months, sales increased moderately, but after this time, they skyrocketed because we already had enough data to optimize appropriately.
You might be wondering why I'm telling you all this, read on because there's a reason for it.
The Marketing Director initially wanted to allocate his entire Digital Marketing budget to SEO, since that was what brought in the most revenue.
Secondly, he was reluctant to invest in AdWords because it was a higher investment between management and the actual payment of the campaigns.
But when we started to bill on this channel, he understood that in the end what is important is not the cost, but the ROI that the channel produces.
Investing in SEO and SEM is not a cost, it is an investment.
If we have four digital customer entry channels and all of them have a positive ROI… why cut them off?
Why concentrate the entire strategy on a single channel?
Why not combine SEO and SEM efforts at the same time?
If we decide to dedicate all our efforts to SEO and only get clients through this channel, Google may harm us tomorrow.
And even though it doesn't penalize us because we are developing it naturally, the competition also works on SEO and can get ahead of us.
If we decide to dedicate all our efforts to SEM, Google Shopping may paralyze us tomorrow due to a specific policy regarding products, descriptions, prices or images.
These problems can occur in any digital channel, so testing which ones offer us a positive ROI and diversifying based on that is necessary to consolidate our digital position and make the entry of clients solid.
Discharge
SEO and SEM - With SEM we know the market and with SEO we expand the reach
A major SEO deficiency that we didn't have years ago and that began with Google's encryption of searches is the knowledge of target keywords , that is, the search terms by which potential customers find us.
This leads to a lack of knowledge of the market, which can result in poor focus on objectives in the first phase and the entire subsequent strategy being innocuous.
We have tools like SEMrush that we must combine in our strategy.
This platform allows us to greatly expand our vision of target keywords based on the average traffic they generate and the percentage they provide of total organic traffic for both us and our competitors.
On the other hand, Google AdWords is the platform par excellence that tells us which search terms translate into real conversions within the sector.
At OJO al trafico we like to combine both channels because:
In our methodology, we extract the list of search terms that we have activated in our Google AdWords campaign on a monthly basis.
And, based on them, we develop, on the one hand, new Landing Pages for the target keywords with greater segmentation for conversion, and on the other hand, Content Marketing strategies for secondary keywords that can bring conversion but in lower volume and percentage.