Our Tri-wave model™ takes concrete steps to integrate your SEO, SEM, and Influencer Marketing strategies to create a virtuous cycle.
Step 1. Increase Your Campaign Intelligence by Sharing Data on Keywords
Keywords make up the foundation for both SEM and SEO strategies. For SEM campaigns, keywords build relationships with customers who are located down the conversion funnel. For SEO, keywords form the architecture of information on a website and flesh out your content strategy.
Both SEM and SEO require a lot of time doing research on keywords. These keywords align with their potential customer’s behavior online, drive conversions, and project growth in organic traffic. Since voice search is so popular, more customers are using long-tail phrases when they search. Sharing keyword data across both realms solicit conversions and give coordinated messages.
Step 2. Combine Metrics and Set Common Goals
Using both teams' collected information gives you precision accuracy and insight into consumer behavior. It can also act as a support for your inbound marketing campaign. You can gain valuable insight by combining your organic user engagement metrics and SEM data. This combination gives you clues to how your customers behave when they leave and how your consumers interact.
It makes sense that the metrics your SEM and SEO teams look at when they’re establishing your key performance indicators should almost match. When these two match, you can take this information and apply it to other areas in your marketing campaign. Email marketing, PR, and social media engagement would all benefit from it.
Step 3. Improve Productivity by Removing Barriers
You’ll be making a harder job for yourself and your business if you approach SEM and SEO as different entities. It diminishes your team’s productivity levels and isolates crucial information. In turn, it can impact your digital marketing campaign. Keeping these two entities apart doesn’t make a lot of sense. Each side can give the other information points that help convert customers.
Step 4. Use Data that Justifies Action and Informs Cross-Channel Decisions
Developing your strategies requires gathering a lot of actionable data. Using data from just one side of the SEM and SEO puzzle doesn’t give you enough information to work with. Your organic data will allow you to create functional plans from the insight it gives you. But, the amount of organic search data you get may not be enough to justify action.
Paid search information comes based on larger sample size. This makes it valuable to you as a search marketing strategist. Additionally, this information lets you move forward with confidence. If you’re not able to bridge the gap and completely integrate the two, make sure the two teams can communicate by:
Step 5. Smarter Keyword Research
Many brands are also going straight to their customer for relevant keywords. In case studies and surveys, marketers can use words and phrases that their customers use to wrap around their problems and questions. This approach will help Google index your web pages with greater accuracy.
You can let your influencers know that you are looking for more relevant keywords based on words and phrases that consumers use. The influencer can do more to drive engagement by way of comments, survey responses, and other user-generated content. By gathering audience feedback, you’ll have more accurate keywords and phrases to work with to create content that will perform better in search engine results.
Step 6. Expertise, Authority, Trustworthiness (EAT)
Google’s EAT principle – expertise, authority, and trustworthiness – has endured for many years and continues to be one of the most critical ranking factors today despite each new update.
One of the best ways to achieve EAT on your website is to collect high-quality backlinks and online mentions from key opinion leaders (KOL). Many influencers are bloggers and industry experts. Part of an influencer campaign might be to have one of your influencers feature your brand in a blog and link back to your website.
For best results, look for those industry expert bloggers that have a high domain authority score. The higher the domain authority, the better the backlink.