Hybrid Search Engine Optimization

Hybrid Search Engine Optimization is a synthesis of two. Used interactively, pay-per-click and optimization for organic search bring high-quality results. Pay-per-click advertisement is fundamental to early development of search engine optimization strategy. Results of search engine optimization efforts inspire and help generate new marketing ideas. Follow these simple recommendations to achieve superior results in your Search Engine Marketing.

Pay-Per-Click for Search Engine Optimization
Paid advertisement engines such as Google AdWords provide many sophisticated tools to track visitors' behavior, create reports, test content and optimize your marketing messages Use these tools extensively for both optimizing your paid campaigns and narrowing your focus in search engine optimization efforts..

• Synchronize your keywords for pay-to-play and SEO. Any paid advertisement campaign starts with a list of broad-matched keyword phrases. The goal is to narrow down to a longer but more detailed list of keywords. For pay-per-click, optimized keyword list means higher click-through and lower cost per click rates. Use all reporting functionality of paid advertisement engines. Find out what kind of keywords people use to find you. Pay high attention to what keywords resulted in conversions. Once you have found the keywords that work for pay-per-click, apply these in your search engine optimization efforts.


• Synchronize your call to action. Create many text advertisements for your paid ads. Find the ones that produce high click-through and conversion rates. Optimize these ads even further. You will be surprised how much wording and punctuation can affect your statistics. When you come down to a few text ads that produce great results, use those in your search engine optimization efforts. Use your ad title as a part of your landing page title. Use your ad description as a part of your page description. Ads that produce high click-through and conversion rates are likely to correlate with the content of your landing page very well. Thus search engines will be excited to read and rank your page well.


• Synchronize your content. Google AdWords provides website optimizer tools to help you increase conversion rates on your website. Test various versions of your page content. See which version produces highest conversion rates. When you achieve perfection in conversion rates, you have also achieved perfect synchronization of your marketing message †title and description †with your content. I bet, search engines will find pages like yours highly valuable. Your page will rank well for the keywords you target.


• Use pay-per-click statistics. Use PPC costs to measure success of your search engine optimization campaign. Use combination of cost, conversion and sales statistics to estimate your organic search marketing potentials. Are you prepared to rank number one for specific keywords? Do you need to address any issues before you get to the #1? On the other hand, is your keyword list too narrow? Will you have enough demand to compensate for your search engine optimization efforts?


• To summarize, link your advertisement to the content on your page. Make one strong message to your visitors. Use the message in your paid advertisement as title and description of your landing page. Title and description tags are displayed in organic search results. Since your marketing message works well for paid traffic, it will work as well for your organic traffic. Search engines will also rank your page higher if title, description and body correlate. One strong marketing message synchronized with content works for both pay-per-click and search engine optimization campaigns.

• Farming for keywords. One of my favorite reports in Google Analytics is Keywords. Use it to understand how people search and find you. I promise, people will find you with keywords that you did not expect them to use. Apply these keyword ideas to your pay-per-click campaigns. More targeted keywords equals more qualified traffic.


• Farming for marketing ideas. Use Content reports to analyze behavior of your visitors. See what pages they like, dislike or ignore. Combine Content reports with Keyword reports and see how specific keywords correspond to specific user behavior. Use your analysis for your pay-per-click campaigns. Come up with new marketing messages. Link them to new keyword lists.


• Optimize your website. Again, track your visitors' behavior. Optimize your pages even further to increase conversion rates for pay-per-click campaigns. Higher conversion rates equals higher return on investment (ROI).

• Be more competitive. Take number one spot in organic search results and be at the top of sponsored search results. In long term, you will be making more sales than your competitors. Unable to compete with you for organic and paid search results, they will keep sliding down.


• Build your brand name. Keep displaying our website in both paid and organic search results. People search multiple times for the same product and service with the same keywords. Their decision making process could range from one hour to a few months. If your website was always there when they searched for your product or service, they will remember your name.


• Get more traffic and conversions. Enjoy additional 6% to 10% traffic originate from paid search results. Your pay-per-click advertisement has worked well for you before. Ranking well in organic search results will not change that. Pay-per-click will still bring you the same amount of traffic. This traffic will also result in the same amount of conversions.

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