Adapting to Google's Changing Search Landscape
In the rapidly evolving world of search marketing, recent changes from Google are reshaping the landscape, making it increasingly challenging for B2B marketers to navigate. These shifts are not only impacting the effectiveness of SEO and SEM strategies individually but are also complicating their integration.
Key Changes Impacting SEM and SEO:
- Increased Costs in Paid Search: The cost per click (CPC) is on the rise, making paid search more expensive.
- AI-Driven, Click-less SERPs: Search engine results pages (SERPs) are becoming more AI-focused, reducing organic click-through rates.
- Shrinking Organic Space: With more paid placements, the space for organic results is diminishing.
These changes pose a significant risk of overwhelming SEM and SEO teams if they attempt to address these challenges in isolation rather than through collaboration.
Why the Search Environment is Difficult for SEO:
- Organic Visibility Challenges: Despite significant investment, ranking on Page 1 for target terms remains elusive.
- Attracting Conversion-Driving Traffic: It's challenging to draw traffic that converts, often attracting visitors not ready to buy.
- Limited Growth from Non-Branded Terms: Most traffic comes from branded terms, limiting new audience reach.
- Un-Strategic Traffic: Irrelevant traffic from unrelated search terms can dilute the effectiveness of SEO efforts.
Why PPC is Becoming More Complex:
- Lead Targeting Precision: Increased SERP paid ad space leads to more competition and less alignment with SEO strategies.
- Rising Costs: Google's CPC increase strains ad budgets, demanding greater efficiency in ad spending.
- Automation Challenges: Google's automation can lead to budget wastage without significant gains, reducing control over campaigns.
- Match Type Broadening: Looser match types waste money on irrelevant terms.
- Low Search Volumes: Insufficient data for effective bidding on niche B2B keywords complicates spending optimization.
- Demand Capture vs. Generation: While PPC captures existing demand well, it struggles to generate new demand.
The Solution: Integrated SEM and SEO Collaboration
To navigate these challenges, SEM and SEO teams must collaborate closely, like a well-balanced seesaw. This approach leverages paid tactics to build organic authority, eventually reducing reliance on PPC as organic visibility grows.
Benefits of a Balanced SEM/SEO Approach:
- Cost Efficiency: Optimized landing pages and relevant keywords improve on-page quality scores, reducing ad costs.
- Immediate Visibility: PPC provides quick traction, complementing the gradual benefits of SEO.
- Cost-Effective Engagement: A long-term organic strategy, supplemented by targeted SEM, engages buyers across the funnel.
Steps to a Successful Integrated SEM Approach:
Discover:
o Conduct a shared audit to align with B2B strategy and KPIs.
o Ensure content relevance, website optimization, and correct ad setup.
Engage:
o Develop a shared keyword strategy.
o Ensure website infrastructure supports SEM strategies.
o Align content with user search intent.
o Establish a unified execution strategy.
Measure:
o Integrate paid and organic data to optimize balance.
o Identify opportunities for cost savings and content optimization.
Optimize:
o Continuously track and adjust strategies based on performance metrics.
o Prioritize high-return areas for ongoing improvement.
Conclusion:
By integrating SEM and SEO efforts, B2B marketers can create a cohesive strategy that maximizes efficiency and effectiveness, ultimately solving the B2B performance marketing challenge. If you're looking to break through the Google ceiling and are ready to take a patient, strategic approach, our agency is here to help.
Contact Us to learn how we can support your integrated SEM & SEO efforts.
External Links:
www.zencontentmastery.com
https://www.hallme.com/blog/seo-at-a-glance-infographic/
https://www.linkedin.com/in/david-james-the-write-bite-content-for-the-unconscious/