The impact of SEA actions ... ... on SEO

Selecting keywordsusing the AdwordsSEA/SEO report

Drafting the ads

Premium positioningin SEA

Using Adwords performance data- Reintegrating high performing SEA keywords into a long- term SEO strategy- Creating SEO description tags based on the click rates observed on the different ads tested in SEA

Indirect impact on popularityA site's high SEA rank will increase its popularity as web users are more likely to make references to it and create links pointing to it.

The impact of SEO actions ... ... on SEA

Site content optimizationImproving the Quality ScoreThe relevance of a site's content and its page load speed are taken into account when calculating the Quality Score in SEA. Therefore, optimizing these elements improves a site's SEA ranking.

Reintegration of high performing SEO keywords into SEAGoogle's Web Master Tool, a tool that measures the keywords which generate natural traffic on Google, can be used to reintegrate the highest performing SEO keywords into a SEA strategy.

Page loaded speedoptimization

Keyword tracking usingthe Web Master Tool

From its very beginnings, Keyade has specialized in SEM issues. However, our experience doesn't stop with Search Marketing. Following are our observations on the connections that exist between paid searches and natural searches.

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WHAT ARE THE SYNERGIES BETWEENSEO AND SEA?

november 2014

Keyade has observed that reintegrating high performing SEO keywords has a positive impact on an SEA strategy, and vice versa. In conclusion, here are the ways to identify all the potential synergies of search marketing.

Base it on keywordsUsing Google Adwords and the advertiser’s tools.

Perform a benchmark on the competition's searches in SEO and SEATake things a step further by expanding the research to include the study of keywords on which the competition has positioned itself in order to identify other conversion-generating searches. Of course, Keyade can use tools such as Adgooroo, SEM Rush, Myposeo (or others...) depending on the advertiser’s needs.

Identify all the potential options

Should you buy a keyword in SEA if it's already generating traffic in SEO?

YES

...as part of acquiringtraffic and volume

Having a presence in both SEA and SEO strengthens the brand's position on specific conversion-generating requests, whether they be "brand" or generic keywords.

Two ads that are well ranked means more opportunities to obtain a qualified link on an equally qualified search.

NO

...as part of justifying the purchase of ad space

Currently SEO remains a powerful lever that is responsible for the majority of clicks on a search page. Nevertheless, if an advertiser decides to cut their SEA investment in certainkeywords, it is important that they keep a close eye on their SEO positions, as if their positioning becomes too low, traffic can drop off drastically.

WHAT ARE THE SYNERGIES BETWEENSEO AND SEA?

Keyade is a web agency specializing in performance-based online media acquisition and its conversion using dedicated technologies and services (Madmetrics). Launched in 2006, Keyade now operates in over 80 countries from its offices in Paris, France, and Dubai, UAE. Its client portfolio includes Redoute, OLX, Meetic, Air France, Vente Privée, Jumeirah, Interflora, Belambra and Parrot.

Headquarters: Keyade, 8 rue du Sentier, 75002 Paris - FranceSimplified joint-stock company (SAS) with a capital of 49,481 Euros, registered with the Trade and Commerce Register of Paris under number B 490 339207—CNIL (National Commission for Information Technology and Privacy) no. 1244457

www.keyade.com / contact@keyade.com / +33 (0) 1.44.79.38.13

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