The interaction of SEO & PPC — John Horn // Stub Group
- Part 1 The interaction of SEO & PPC — John Horn // Stub Group
- Part 2Staying on the good side of Google — John Horn // Stub Group
Show Notes
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01:54How PPC and SEO are relatedIf youre just going after SEO, youll be losing out on a lot of traffic. Having both a PPC and SEO strategy enables you to show up in the paid listings and in the organic listings and maximize your reach.
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04:16SERP changes and the increase in PPC demandWith all the changes to the SERP, Google is moving further and further in the direction of paid ads. Google also announced the coming addition of paid videos under text ads that could appear above organic results.
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06:08How to prioritize SEO and PPC investmentsStudies from Google indicate that having both organic and paid listings on the SERP increases the chance of winning the click. Because you're showing up in more places youre able to demonstrate credibility.
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07:42Why having paid and organic listings convert moreThe more real estate you have on the SERP, the better your chances are of getting the click. Plus, while SEO appeals to a broad category of queries, paid ads can be customized to be relevant to exact queries.
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10:01How to choose between SEO and PPCWhile content optimization will take a longer time to show results, with a budget, PPC will allow you to test the business viability. Then, you can make further PPC investments and start to invest in SEO for free traffic.
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12:28Starting out with PPC vs starting out SEOGoogle and other search engines are prioritizing paid results more and more currently. So, companies will need to continue investing in evergreen PPC campaigns, alongside their SEO.
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13:55Optimizing for profitabilityThe focus should always be on figuring out how to become more profitable and how to scale those total profit dollars. So, its about keeping LTV and profitability in mind.
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15:06Best data sharing practices for PPC and SEO teamsTeams should be sharing keyword and search term data as well as conversion rates. The teams should also be sharing what elements are performing well on each side so that they can be leveraged in their strategies.
Quotes
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"In an ideal world, you want a great SEO strategy and a great PPC strategy. Ultimately, digital advertising is about reaching the right people, at the right time, and dominating that market as much as possible." -John Horn, CEO, Stub Group
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"Many businesses are realizing that to really capture the amount of traffic they need, definitely don't move away from SEO, but they have to add a paid search element to the strategy as well." -John Horn, CEO, Stub Group
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"Typically, the first thing you'll see on many keyword searches is an ad. Those ads tend to get clicked a lot, and Google's only moving further in that direction." -John Horn, CEO, Stub Group
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"Googles studies show that having both SEO and paid results showing up at the same time on a SERP exponentially increases the likelihood that youll get the click." -John Horn, CEO, Stub Group
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"If they have the budget to throw at PPC and test out proof of concept for a month to three months. They can more quickly figure out, is this even a viable business?" -John Horn, CEO, Stub Group
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"Anybody who does not have LTV in mind and who's not optimizing for profitability is in a very problematic situation." -John Horn, CEO, Stub Group
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"On the landing page and website side of things, there needs to be a lot of interaction between both teams because conversion rate is key for both the SEO side and the paid side." -John Horn, CEO, Stub Group
- Part 1 The interaction of SEO & PPC — John Horn // Stub Group
- Part 2Staying on the good side of Google — John Horn // Stub Group
Up Next:
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Part 1The interaction of SEO & PPC — John Horn // Stub Group
John Horn, CEO of Stub Group, talks about SEO and PPC. If Google’s changes to the SERP indicate anything, it’s that there’s a clear prioritization of paid ads. So, to maximize your chances of winning a user’s click, you have to have a good PPC and SEO strategy or risk losing out on traffic. Today, John discusses the interaction between SEO and PPC.
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Part 2Staying on the good side of Google — John Horn // Stub Group
John Horn, CEO of Stub Group, talks about SEO and PPC. One thing every advertiser fears is getting their Google Ads account suspended. Getting the account reinstated isn’t an impossible feat, but it does require that certain steps are followed carefully to avoid having to appeal numerous times. Today, John discusses staying on the good side of Google.
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