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Biddable Media + SEO Strategies
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SEO strategies on Google
Within Google’s SEO framework, bidding plays a role, but simply paying the highest amount doesn’t ensure a high ranking spot. Manual penalties can be imposed, spam is not allowed, and much more. Learning how SEO works within Google is crucial for any business looking to rank well on this browser.
Google contains a variety of tools for SEO purposes. From data analytics, to creating ad campaigns, the options are endless.
Keyword Planner
This tool is used to conduct keyword research, and find keywords that are relevant to your business and website. Keyword research helps optimize not only website content, but also helps with search engine results pages (SERPs). Researching keywords leads to determining the types of searches and language their target audience uses when searching online. The Google Keyword Planner not only includes research tools, but many others.
Metrics
The Keyword Planner tool shows various metrics based on keywords, including average monthly searches for a word, suggested bid price, and competition level.
Location targeting
This tool allows filters based on location. Meaning, you can change the language or physical location of the targeting of that keyword depending on your audience and geographic location.
Grouping
This option can group keywords into joint categories based on relevance and similarities.
Google Ads
Google ads is an advertising tool that makes advertisers pay based on the impressions they receive. This is where campaigns can be created, the designs of an ad, and set bidding maximums for ads.
Bidding
Payments for Google Ads are only made when someone clicks on an ad, or generates an impression. Advertisers get to set the amount they are willing to pay up to, and almost always pay less. Combined with the quality score, high bidding can result in higher ad placements. However, only paying a lot of money for an ad and having a low quality score will not make your ad rank well.
Targeting
Google Ads has filters that let advertisers target based on various concepts. This includes location, specific devices, demographics, interests and more. Having such specified targets allows for your ads to be shown to more relevant users.
Quality Score
The higher the quality score of an ad means the better chance for higher ad ranking. Quality score is determined by a variety of factors, including; relevance of ad, landing page experience, content, and expected clickthrough rate.
Ad rank Google Ad rank decides the order in which ads are displayed during search queries. It is calculated using the quality score and bidding amount. This is why it is important to look at both areas, instead of just bidding a lot of money, or bidding almost nothing but focusing on only ad content!
Biddable Media + SEO strategies for content curation
When it comes to content, planning is a necessity. Having a schedule of when to post or publish content, outlining ideas, prompts, and more. Planning where to publish your content, whether it is ads, websites, or social media posts is extremely important.
Biddable Media planning
Determining the platform your audience and target market is most active on is necessary in decking where to place your ads and content. For example, it could be more beneficial to focus on Google Search ads, youtube video ads, or social media ads like Facebook or Instagram. Discovering which contains the majority of your audience will be the platform that is most beneficial to target. After deciding which platform, or multiple platforms to use, you can then create content based on those. If social media apps are the most used, you will want to generate content that is geared toward mobile devices as they are used far more on them than laptops and desktops. This allows for content that is optimized best for the chosen platform. Setting up this research and planning will make bidding strategies and placements more straightforward.
Content
The content provided is equally as important as the planning and delivery. The content you are using, regardless of the platform or concept, must resonate with your audience and accurately reflect your brand. If the goal of your content is to increase people signing for a newsletter/email chain, the layout of the content will differ greatly from something trying to promote sales and making purchases.
Content must be relevant and provide value to your audience and potential customers. Optimizing your on-page (onsite) SEO is a necessity. This includes ensuring information is correct and up to date. Additionally, the content needs to be laid out so that it is easily readable, and follows some form of structure!
Metrics
The work is not done after publishing an ad campaign or content. Continuously monitoring metrics such as impressions, click through rates, and conversion rates are necessary to keep track of its performance. For example, in an ad campaign, if the quality score is high but the ranking is low, perhaps a higher bid is needed.
Quick Definitions
Biddable Media
Purchasing and bidding on advertising space across various platforms.
SEO Strategies
Techniques to emphasize on page and off page (and more) optimization tactics.
Offsite SEO
Off-page tactics like creating backlinks (external links).
Onsite SEO
On-page techniques such as images, content, and readability.
Content Curation
Someone outside of your brand generating content on your behalf.
Content Creation
Creating content specifically for your brand.