Attraction is everything, and the power of attraction makes the digital marketing world go ‘round. As people scour the internet for everything from finding tile backsplashes to researching banks for small business loans, choosing the right verbiage to implement in your digital strategy can make or break your online presence. In this installation of Solving the Digital Marketing Puzzle, we tackle the next dynamic duo whose powers of attraction can influence your visibility: SEO and remarketing ads.
The Players: SEO + Remarketing
Whether you are a brand new site or one with a longer history, SEO is vital to digital success. Paid advertising is great, and there are a ton of strategies to be utilized, but an organic approach is just as important. Organic strategy implementation is ideal for users who don’t click on ads and one of the most powerful tools in any digital marketing arsenal.
Before even attempting to create SEO-driven content, marketing teams must address technical site crawlability and link health to ensure a good baseline. Projects always begin with cleaning up the technical portions (site speed, mobile optimization, site architecture, URL structure, semantic markup, etc.) to build a solid foundation a site can grow from. The goal is to ensure that when a search engine spider arrives on your site, they can access the most pertinent information quickly and easily.
SEO tactics are used to attract quality traffic to your site. You want to not only drive traffic but also ensure you are getting in front of your target market to have a better chance of converting traffic once it arrives. With a substantial organic footprint in place, remarketing becomes easier to tackle.
Remarketing is arguably one of the most influential digital tools in your arsenal, targeting users who have already visited your site with ads enticing them to return or complete a purchase. A robust remarketing strategy will account for the different ways your users interact with the site and attract them to return. Like SEO, remarketing relies on robust and relevant verbiage in the content you serve to audiences. You have already won half the battle by attracting first-time visitors to your website; now it’s a matter of bringing them back to complete the funnel.
In another blog from our Solving the Digital Marketing Puzzle series, we take a deep dive into paid search advertising. There, we discuss the combination of keywords used in the ad and on the site itself. With remarketing ads, this combination has to be maintained to see visitors return to your site and complete the funnel. Remarketing is continually one of the best-converting campaigns because you have an already captive audience who knows your brand and getting conversions becomes that much easier.
Teamwork Makes the Dream Work
Pairing remarketing and SEO extends the length of your funnel. SEO focuses on attracting initial traffic, and when paired with remarketing, you can nurture the traffic after they leave the site. There is also room for creativity in your remarketing strategies. One method to test is customizing the ad to the last page or section of the site the user interacted with. Let’s use a furniture website as an example.
Say the visitors entered the site through a sofa-related term, browsed your site, and even added a soda to their cart but abandoned the page before hitting “complete order.” You can use remarketing to serve an ad to that almost-customer, reminding them about the particular sofa they loved, and bring them back to the site. You can even provide an offer to those users. Remarketing gives you the ability to be extremely targeted and personalized.
After your SEO team helps you build a solid foundation and optimize your existing content for the most appropriate audiences, work with them to identify your recurring audiences and most active sections of the site. Once this is done, it becomes much easier to build a remarketing strategy catering to your audience’s needs. It especially helps the team when you know where your user is in the buying cycle based on the portions of the site they interacted with. For example, a top, middle, or bottom of the funnel offer might be more appropriate based on the pages your user spent the most time on.
As you continue working to increase engagement, it’s important to track both SEO and remarketing to understand how the two tactics help each other. When your reporting has the KPIs you need front and center, you can quickly make quick decisions about investing more or less of your budget in your remarketing campaign, and decide which areas of the site you want to see more traffic. Your SEO Team can help you build a custom strategy that attracts more users to that section of the website, and once the traffic is there, your remarketing campaign is ready to go!
All About Conversions
With SEO and remarketing tactics, understanding your audience is critical. Without knowing what brought them to the site initially, what will bring them back in the future, and the willingness to test the waters, conversions simply will not happen. A healthy combination of SEO and remarketing re-engages visitors and creates conversions all members of your team will celebrate.