Building A Landing Page For SEM vs SEO
February 5, 2021
How To Optimize
Your Digital Presence
Digital marketing is more than just advertising, it’s understanding the entire customer journey. Every bit of the user experience plays into something like SEO, Google Ads, and more.
SEO vs SEM
SEO
Functionality First
This includes page speed, keyword relevancy, mobile optimization and more
Keyword Focused
SEO is based around keywords, there is no ignoring this when building a landing page
Long-Term
SEO is a long term strategy, the page designed should be mostly static
SEM
Aesthetics First
Functionality is still important but aesthetics are usually more appropirate
Conversion Focused
You want a good ROI so conversions becomes the goal
Short-Term
Typically SEM is used as needed for instantenous results
Tips For AdWords
A keywords planner tool is always your starting point when building landing pages for SEO or SEM. This is because you need to know if your keywords are getting enough searches to warrant your attention.
- (Technically Free) If you’re paying for ads there is more info available
- Excellent for targeting certain locations
- A great starting point for generating keyword ideas
The first thing to know about smart campaigns is that they are actually dumb, especially when it comes to the painting industry.
Don’t get me wrong, they “work” but just as well as cheap paint works for painting a house. The job could be done better.
The reason for this is that Google’s AI determines keywords, ad copy, and other aspects of the campaign for you and gives you very little control.
Often times I see budgets being wasted on irrelevant keywords or even the business name itself! So if you do run a smart campaign, make sure to keep a good eye on it and take the time to carefully set it up.
If you’re going to build your own Google AdWords campaign from scratch, here are three of my most important reccomendations
- Avoid broad match keywords at all costs. Use phrase and exact match keywords. Make sure to also build a negative keyword list.
- Only target users in your selected area. By default, Adwords shows your ads to people who show interest in your selected area.
- Implement basic demographic targeting. Exclude 18-24yr olds and the lower income brackets. Anything else is at your discretion.
Optimize Your Landing Pages
Using data to optimize your landing pages is the trusted and reliable method of optimizing landing pages. (If they are set up properly)
Seeing how users interact with your site is immensely valuable. Instead of asking your friend to check out your website, utilize actual visitors to see what they do.
A/B testing is essential for getting the most out of your landing pages. There’s no need to overcomplicate things so use:
Looking For Help?
Have some questions about landing pages, SEO, SEM, or anything else? I am more than happy to help out, just set up a time on my calendar and we can go from there.
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