Retargeting SEO and how it works with PPC

SEO is an integral part of any digital marketing strategy; one third of consumers start their buying process by performing an online search and the same amount of traffic on e-commerce websites come from such searches.

But, it is seen that 96% of online searches for products do not convert into sales on their first visit. This is because of the sales pattern of product buying, most of these searches have informational intent. However the way to convert them into customers is the topic of our article today.

Site Retargeting: Targeting your SEO Traffic

Site retargeting is the process of targeting your customers who have visited your website with advertisements on various ad networks on the web. It is mostly related to banner ads, but can also be used to target through text advertisements on Google. It differs from normal advertisers, as it only targets members who have visited your website before, or only certain sections or pages of advertisements.

You start by placing a pixel of advertisements, along with a little javascript along with the footer of the website which cookies the visitors. So when you encounter such visitors in the wild, then they would be able to retarget them with ads assuming, that you’re bidding high enough for those ad impressions. This will help you find customers when they have moved down in the sales funnel, or even gently nudge them along, even when they’re visiting other websites.

The mixture of both these techniques will help convert SEO traffic at about 2%. This is considered an important and effective marketing channel for conversions. When you combine this traffic with display retargeting, you can double that conversion rate.

Search Retargeting: Sort of SEO

It is hard to retarget visitors who haven’t visited your website in the first place. But there is a way to target such customers who have entered your target keywords, even if they never pass through any of your web properties, through a process called ‘search retargeting’. Search Retargeting is like organic search marketing wrapped in a display advertising shell.

Search retargeting starts with a user performing a search query. With the help of certain tools the advertisers are able to see data on user’s landing page. Once the ad network sees a web surfer who has entered the search term in the referral data, then the ad gets displayed.

It can be seen that this is different from searchers who have performed a search query using the target keywords. Targeting people who have just performed a search online for that keyword, while the latter is an audience interest segment built by collecting past search behavior.

The biggest benefit of search retargeting is that you get to combine the reach of display marketing with the precision of SEO. Once you have built a list of keywords, your optimization becomes much easier as landing page optimization switches from SEO to conversion rate optimization.

Informational: These keywords represent the very beginning of the conversion process, and are not very likely to convert on the first visit. If you are running a branding campaign you should most probably add the informational keywords on your list. If you’ve got a conversion goal, you still can’t afford to ignore these keywords as they make up the majority of searches.

Research: These searchers are down the sales funnel. They’ve already decided that they want to buy a product, but they haven’t quite decided which one is best. Product keywords usually include words such as review, top 1-, comparison.

In-market: these are the people who have already made the decision to buy the product. They are further down the sales funnel and use words such as deal, free shipping, discount and buy. They don’t have high search volume, but should more than make up for it with high conversion rates.

The benefit of search retargeting is that you can reach people who are interested in keywords that you struggle to rank highly on search engines. You can also use it to sneakily siphon off some of your competitor’s traffic. Check out their pages and identify their keywords by looking at phrases used in title tags, H1 tags, URLs and article titles.

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Originally published at www.cyberrafting.com on October 1, 2016.