The benefits of running SEO and Facebook Ads together are tremendous. Not many are aware that keyword and conversion data from Facebook ads can be fed into organic search (SEO). In addition re-marketing allows you to stay in front of visitors after an initial visit from organic search. You can then customize messaging around their engagement with your site. Get these and other tips in this article.
Organization of all sizes are realizing the importance of online marketing, especially through search engines. Potential customers are more likely to end up on your clients’ websites via a search engine than by going directly to it.
In the digital advertising realm, your clients will usually go with Facebook ads or PPC campaigns, as they both give very specific targeting options.
Facebook campaigns are dependent on budgets. If you allocate enough of a budget you’ll see results. SEO takes longer, but requires zero monetary investment. It will also help you get better results over a longer period of time.
So, given the long-term choice of good organic rankings or running successful Facebook ads, the logical choice is organic. It takes more time to build up your SEO ranking, but it pays off in terms of reach.
I’d like to give you some tips to upsell SEO services and increase your value with your Facebook ads clients.
But first let’s understand the basics of SEO, or search engine optimization.
What is Search Engine Optimization?
All major search engines such as Google, Bing and Yahoo have primary search results, where web pages and other content pieces such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users.
This isn’t a paid service, it’s based solely on what Google thinks will be the most relevant web pages for your search.
To understand what SEO really means, let’s break that sentence down and look at the parts:
Quality of Traffic.
First, you want to attract visitors who are genuinely interested in products that you offer.
You can attract visitors from all over the world, but if they’re coming to your site because Google tells them you’re a resource for Apple computers when really, you’re a farmer selling apples, that is not quality traffic.
You want to focus on bringing in people who are actually interested in what you’re selling. You do this by adding the appropriate search terms (also known as keywords) to your website, blog posts and landing pages.
Quantity of Traffic.
Once the right people are finding you from the search engine results pages (SERPs) and clicking through to your website, more traffic is better and you want to encourage this. You can do this by continuing to focus your content on the right keywords.
Organic traffic is any traffic that you don’t have to pay for. If you are ranking well for a particular keyword, you’ll get more traffic to site pages, blog posts and landing pages that focus on that keyword. This boosts your overall ranking as well.
By contrast, ads make up a significant portion of many SERPs. You will typically see them at the top and bottom of the page in a little green box marked as “Ad.” You do have to pay for these, and there’s never a guarantee your ads will show up on the first SERP page.
In reality, search engine optimization is a tangible series of checks and balances designed to make sure your content is surfacing during the right searches. The ultimate goal of SEO is to get you to the top of a search results page “organically”—that is, without paying for ads.
It can be a slow, methodical process, but it is a necessary one. It requires patience and diligence, especially as the parameters that define and dictate search engine results are always changing.
For starters, let’s break SEO into its two main components: on-page SEO and off-page SEO.
In the most basic terms, on-page tactics are measures that you can take on your own site to improve search results.
Conversely, off-page SEO involves relationship building with other websites to position you as a source of information and educational content. This builds the number of links back to your website, indicating to the search engines that you are an authority.
Both types of SEO play off one another, but for the purposes of this post, we’ll focus more heavily on the improvements you can make on your own site.
On-page SEO is the practice of optimizing individual web pages to rank higher and earn more relevant traffic in search engines. On-page refers to both the content and HTML source code of a page that can be optimized, as opposed to off-page SEO which refers to links and other external signals.
Off-page SEO optimization is necessary for websites competing in a highly competitive environment. External SEO optimization involves strengthening, domain authority through links from other Internet resources linking to your web page. To achieve results this should be done over the long-term, creating new links every month.
Understand Your Audience
Pay attention to the following aspects of your target audience for best results. For the purposes of this post, we’re going to focus on SaaS (software as a service) companies, since FunnelDash is one.
Find out the demographics of your audience. What is their average age? Is your software more popular with men or women? What is the income of your average customer? This may affect your pricing strategy significantly.
(You can use FunnelDash to answer these questions if you’ve run Facebook ads. FunnelDash will pull this information from your Facebook ads account into your FunnelDash account and make it easy to see, as well as act on.)
How does your audience use your software? What’s the most frequently-used part of your product? Which aspects do you think could be improved over time? This can help you with email marketing strategies.
What are the struggles your intended audience face regularly? How can your software help them solve those problems and have a better time doing whatever it is your product does?
How many people have already purchased your software? Are they still using it? If so, what brings them back? If not, what’s stopping them?
This information can help your SEO team create the right link backs to other relevant sites and companies that might be able to send some customers your way. It can also help improve the paid advertising your SEO company chooses for your site.
Conducting an SEO Audit
When it comes to internet marketing, an SEO Audit is one of the most important tools that can provide detailed insight and overview of your website’s current standing.
Often described as a process of altering and strengthening a website’s online relevancy, an SEO Audit typically covers important components of a website such as content-related issues, site architecture, indexing, backlink analysis and social-media engagement.
Understanding these components and how they work is an important part of identifying the strength, weaknesses and potentials a website has in natural search.
Following a comprehensive SEO Audit and evaluation of a website, you can generate a report for your clients that will highlight details of any present issues as well as a list of recommendations that will help your clients’ development teams fulfil their business objectives in the best possible way.
The accompanying report takes several key factors into account and comprises of on-site and off-site issues that will form the basis of an effective SEO strategy. The SEO Audit tool from ReportGarden gives digital ad agencies a single central solution for their SEO clients.
4 Tips for Upselling Your Clients to SEO Services
1. Build Credibility
As an SEO expert, your client base will want to see you walk the talk. That means being credible in Google’s eyes and in your other clients. This should not be too hard if you’ve been working on your own Google ranking – and really, who in this line of work wouldn’t?
2. Write Blog Posts for Your Clients
Write a few blogs for your clients and get them to rank well, organically. Promote these posts and get them traffic. This is how you show your clients the long-term power of SEO. If you don’t want to write blog posts yourself, there are plenty of talented copywriters out there you can pay to do it for you.
3. Link Blog Posts to Landing Pages
This will help your clients to drive traffic to the landing pages they want promoted as well.
4. Garner and Promote Good Reviews
Remember, clients want to increase their bottom line. They get that through sales. To sell, they need customers. And customers love to talk.
Find good reviews written by current and past customers. Ask your clients to get testimonials from their customers as well. Use these as part of their marketing strategy to show clients how these positive comments influence their brand.
Go ahead and find the negative reviews and share them with your client. Show these to your clients so they can see what they can change and why they shouldn’t be so neglectful of their brand image.
SEO and Facebook Ads
In an ideal world, we would look at both SEO and Facebook ads (also referred to as pay per click or PPC type ads). They both have pros and cons and work best when supporting each other synergistically. When you get SEO and PPC working together, you will often be able to drive better results than you would doing one or the other.
The benefits of running SEO and Facebook Ads together include:
- Keyword and conversion data from Facebook ads can be fed into organic search (SEO).
- The total volume of traffic can be increased by targeting clicks in paid and organic for high-performing keywords.
- High-cost keywords, high-volume or low-converting (yet still important) keywords can be moved from PPC to organic search.
- A/B testing of ad copy and landing pages can be fed into your organic listing and landing pages.
- Remarketing allows you to stay in front of visitors after an initial touch via organic search and customize messaging around their engagement with your site.
- Test your keyword strategy in Facebook ads before committing to long-term SEO strategies.
- Target users at all stages of the customer journey from research to comparison to purchase with commercial keywords.
- Increase confidence and awareness by having both strong organic and paid visibility.
In our experience working with hundreds of businesses, an integrated search strategy that looks at both SEO and Facebook ads is the optimal approach. Results are improved in each channel by utilizing both paid and organic.
This will not be right for every business, but for high-growth, aggressive marketing, you will want to develop a holistic search engine strategy rather than look at SEO or Facebook ads separately.