Proper promotion in a highly competitive world requires complex efforts. That’s why SEO and content marketing integration is the best idea. Digital advertising won’t do you any good if you don’t optimize it correctly. This article will show you how SEO and content management affect paid advertising!
The Nature of an Ad Campaign
Digital marketing is often like putting together puzzle pieces, and sometimes it’s easy to mix up related areas. It’s important to remember that paid ad strategy is not the same as content marketing and SEO, even though they influence each other. Now, let’s take a look at the popular goals of ad campaigns.
- Introduce a new brand or product to the market.
In this case, the key task is to motivate consumers to try a new product, create demand, and arouse interest and trust in the brand. This could be utilizing a user-generated testimonial and serving it as an ad on TikTok and Instagram!
You can try guest posting to complement your paid campaign with SEO strategies. To make it more cost-effective, try to find a good limited-time offer from a service that accepts guest posts and publishes them for you. - Increase brand recognition and product awareness. For this purpose, digital campaigns that span from one to four months are used. This helps boost your brand’s presence to people in the awareness and consideration stage of the customer journey. The audience will know about the product but not necessarily want to buy it.
- Increase loyalty. The main goal is to increase customer satisfaction, motivate them to make repeat purchases, and recommend the product.
- Elevating your brand image. For example, with the help of paid ads, you can showcase your brand and create an image of an environmentally friendly, socially responsible company to appeal to your target audience. Or, simply to recruit talent to join your young and daring team.
- Switch attention to other products. For example, a brand is known as an ice cream manufacturer, but only some people buy milkshakes. Therefore, running a dedicated campaign that focuses on driving attention and conversions for a different product!
Goals need to be doable, have a set timeframe, and consider what resources the company has and what the market is like right now. Usually, an advertising strategy doesn’t have just one goal but involves a bunch of tasks.
Download our most popular PDF resource, “6 Digital Ad Metrics to Measure for Success“, to clarify what KPIs to track!
Using SEO to Amplify Your Ad Strategy
Search Engine Optimization (SEO) aims to raise the promoted site as high as possible in the query string. Thanks to this, traffic growth is also achieved – the more users see your resource in search, the more people will visit it. At the same time, the central principle of SEO is not just to write optimized texts, buy or place links, and increase behavioral factors. SEO professionals often engage in activities like scraping Google to gather insights into search trends and behaviors. It is necessary to give an accurate and complete answer to the user’s request on a specific page, the site as a whole, its functionality, or its content.
Specifics of Requests
For example, if you take the broad query “Smart TV,” then for the site to rank in the top search results for it, you need to understand what the user wants to see for this query. Such a broad request is challenging to formulate fully. The client likely wants to buy a Smart TV, but part of the audience may be looking for other information: instructions for different models, comparisons, and reviews.
Therefore, the site should contain commercial information – products and data on Smart TV models, prices, and convenient comparisons. An information section is also needed to tell what televisions are, what technologies they use, and how different brands differ. To be in first place for the key phrase “Smart TV,” you must cover the entire topic. So, use SEO and content marketing integration to implement the suitable keys and publish interesting articles.
It is necessary to talk about the service: list possible delivery options, warranties, and options for assistance with setup and post-warranty repairs. If this information is disclosed on the site, users who come to the site based on such a request will be satisfied, the search engine will evaluate their reaction, and the site will grow.
It is necessary to give a complete, accurate answer to the user’s request and carry out all work on the site, guided precisely by this logic. If you understand it, you can achieve results even if you are not a qualified SEO specialist.
Pros and Cons of SEO as a Traffic Acquisition Channel
The clear advantages of SEO include the final price of traffic and conversion, which is 2 to 6 times lower compared to other channels, except for targeting. But in targeting and social networks, the audience is colder, and the segmentation is weaker, while in SEO, it is pretty accurate. In addition, search engine optimization improves the website quality if done right.
One of the disadvantages of SEO is the time frame. It is impossible to quickly get results, especially in cities with a population of over a million. You can achieve a significant effect in 3–4 months, but this mainly applies to smaller settlements – no more than 300 thousand inhabitants, because competition is weaker.
SEO also requires expertise. Anyone involved in search engine promotion must understand its mechanics. There is always a certain unpredictability since optimizers work in a different field: Google can change algorithms and punish sites, and your competitors can be more active. It adds many factors of uncertainty and is, of course, a significant disadvantage.
For further reading, check out our blog, “How to Optimize Your Content to Match Search Intention“.
For a helpful tool, ConvertMate is one to consider. It uses AI to optimize and create product descriptions, meta tags (title and description), image alt texts, and URL slugs based on popular keywords. If you’re managing tens or even hundreds of products and collections in your store, this tool is a must-have for on-page SEO. It also creates ready-to-rank blog articles on keywords specific to the Shopify store’s niche, with internal linking to products and collections.
ConvertMate grows your Shopify organic traffic by optimizing meta tags and product descriptions. Keyword analysis is performed in real-time, ensuring you are always targeting the most relevant keywords. All the AI output is fully customizable in terms of format and content to align best with the brand voice and style.
Highlight Features:
- Real-time keyword analysis for optimized content.
- AI-generated product descriptions and meta tags.
- Ready-to-rank blog articles with internal linking to products and collections.
- Optimization of image alt texts and URL slugs.
Pricing:
The Standard plan starts at $69 per month, limited to 200 products and does not support meta tags.
The Advanced plan is $149 per month, limited to 1,000 products, and includes meta tags.
The ultimate Scale plan at $289 per month unlocks support for 5,000 products and covers blog article creation.
Benefits of Content Marketing
When done correctly, content has a key impact on advertising effectiveness. The fact is that people perceive the content first and then the message hidden behind it. Here’s how proper SEO content strategies will impact your advertising effectiveness.
Growing an Audience
Interaction with the audience involves not only the active distribution of branded content but also direct contact. The trend towards interaction between companies and users on social networks has strengthened in recent years. Each article, infographic, podcast, or video can, in theory, lead target users to the site, and further interaction depends on the quality of the unique product offering. Use the correct tools to find a site for your article and get maximum results.
Lead Generation
The main benefit of distributing branded content is that it prepares users to purchase products. Marketing can be discreet and get much more benefits than aggressive promotion. Leads and sales are the ultimate goal of any company’s content marketing, but it’s important not to focus your target audience’s attention on sales alone. If the content solves users’ problems, they buy goods or services without additional stimulation.
Increasing Brand Awareness And Customer Loyalty
Every year, it becomes more and more challenging to increase brand awareness on the Internet. Some companies even take risks and create provocative content that helps draw attention to their products. Content marketing and SEO on social media can bring in a lot of followers, but it’s essential to use them in moderation. There are examples of brands on the Internet that were able to increase their reach thanks to non-standard content but with significant damage to their reputation.
A strong backend of the website fuels a smooth, personalized experience, building trust and loyalty. Imagine it as the invisible engine driving brand awareness, not just through seamless performance, but also by enabling features like targeted content and loyalty programs. It’s the foundation for turning customers into devoted advocates. You can also consider following business coaches whose content is relevant to your business to watch and learn from what they produce for brand awareness.
Sales Growth
You can only increase sales with branded content if it fulfills your audience’s goals. Talk about the fact that the company sells new generation laser levels that allow you to solve standard problems three times faster, and prove this with specific examples. Expert content is the best catalyst for sales, but not all companies use it. Therefore, you can turn this tool into a competitive advantage and beat rivals who do not use it. And if you combine it with holiday-specific ads, you can get even more profit.
To Sum It Up…
Creating and implementing a content marketing and SEO strategy can boost a business’s marketing outcomes and financial success. To achieve this, focus on key tasks like initiating a content plan and utilizing existing channels to connect with your target audience. By following the advice in this article, you can maximize your results.
