Co-Optimizing Your Campaigns
Integration between SEO and Paid Search campaigns is a key to capturing the greatest qualified audience through the search engine channel. Nielsen research shows that brand presence in both organic and paid search results can drive a potential 30% increase in click through rate.
Catalyst uses both paid and SEO campaign data to make informed decisions and develop customized integrated strategies. Closely coordinating the organic and paid search components means that each campaign’s budget can be co-optimized to produce the highest overall volume of qualified visitors for the lowest possible cost.
Successful agency integration is a core value of Catalyst, because we know that the highest level of success cannot be achieved in a vacuum. Therefore, at the outset we meet with your digital teams and agency partners to align our project plans with production schedules. If we receive a production schedule without SEO, we are able to integrate and align with existing review schedules in order to make sure things happen at the right time and are not delayed with SEO.
For one of our clients, a world leading pharmaceutical companies, we used integration to prioritize building out new content. We conducted our audience and keyword research, finding that broad keywords were extremely competitive and it would take time to achieve organic visibility on those terms. In order to achieve SEO goals, we established long-tail keyword strategy. Since building out new content on long-tail keywords is resource intensive, we leveraged the Paid Search campaign to determine which long-tail keywords validated the resource investment. We used the Paid Search campaign to evaluate broad terms on exact match to determine the best long-tail keywords for driving qualified traffic.
Once the right long-tail keywords were identified, we still needed data on the content themes for the new pages. To do this, we tested different ad copy variations to determine which ad copy provided highest click through rate. The top performing ad creative was then incorporated into content rich pages. Through this process we identified the best long-tail keywords and content to warrant the resource investment for building new content.
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Contact us today to start taking your search results to the next level.