Digital Journeys 2016: Julie Jeancolas, …
Julie Jeancolas, looks at how people are expecting brands to collect and use their data on two conditions; that you still give them control ov…
Jellyfish takes a holistic approach to digital marketing, and part of doing this is finding opportunities for channels to support each other in achieving campaign goals. As an agency, our client teams integrate activity to ensure we reach the right audience, with the right message, at the right time.
So, what might SEO and PPC synergy look like, for example?
Google’s emphasis on backlinks as a ranking factor may have slightly reduced in recent years. That’s not to say that they are no longer important – they are! However, it is more the case that other factors have become increasingly valuable, and therefore balanced out the contribution of links within your overall organic performance. As such, your SEO strategy should still strive to produce great content that attracts high-quality backlinks and user engagement. Focus your efforts on ‘earning' links rather than 'building’ them by taking a user-centric approach to your campaign.
In the world of SEO content reigns king. Search engines reward websites publishing great content, even if the website is riddled with faults. Content helps search engines understand which search queries your website relates to – the most important part of organic search. Technical optimization then allows webmasters to structure sites in ways that allow search engines to find and prioritize content. Technical optimization can also resolve any penalty devaluations affecting the organic performance of your website.
Backlinks are important too, especially from established and relevant websites. If a site has many authoritative backlinks, it suggests the site is publishing great content – exactly what Google wants to serve to its users. So, in short: content is a necessity to gain visibility within organic search results; technical optimization and backlink acquisition further helps improve the quality signals associated with your website, ensuring that search engines favor its content in response to a user’s search query.
‘White-hat' SEO is a term used for ethical strategies, tactics, and practices that improve your organic search visibility. Focusing on a human audience rather than search engines, white-hat SEO maintains the integrity of your website (and your business), while abiding by the rules and policies of search engines.
Generally, white-hat SEO is the opposite of ‘black-hat SEO’, which was very prevalent until 2011. Black-hat SEO uses aggressive SEO practices that usually disobey search engine guidelines and focus purely on search engines, rather than real people.
Running Paid Search campaigns and building your quality score will not have any direct effect on your SEO performance. PPC can, however, complement your SEO strategy where you have less organic visibility, or help dominate SERPs with your brand presence. If your page ranks in the top five organic results and you have a prominent ad placement in the top three paid listings, you’ll begin to collect a greater number of impressions. This can have a positive effect on brand awareness, which means an increase in brand searches and ultimately, more direct traffic, which tends to have a higher conversion rate than any other marketing channel.
In most circumstances, SEO is viewed as a medium to a long-term channel. The time that it will take to experience an uplift in performance will often depend on your starting point; was your website built in a search-friendly manner? Does it experience technical barriers and obstacles? Has your domain ever been penalized for breaching Webmaster Guidelines? Has any previous search engine optimization activity ever occurred and, if so, what did it consist of? How much time are you willing to invest into your monthly efforts? All these variables can play a part.
During the onboarding process, Jellyfish will undertake analysis to empower the team to build the right plan for your campaign. This will also help us gauge how long we believe it will take to begin achieving your campaign goals and objectives. This will be shared with you via a detailed project roadmap and discussed with you during client meetings and calls.