Last Updated on 30/07/2023 by TheDigitalHacker
One of the best ways to show off your fitness services and make people notice you is through a well-crafted business website. But to seal the deal, you must appear at the top of search engine results pages (SERPs). This is where search engine optimization (SEO) and pay per click (PPC) comes in.
Read on to find out how to use PPC and SEO to increase your fitness company’s profits.
1. Use AdWords and Analytics
Google AdWords is an advertising platform used to launch and monitor PPC ads. It helps businesses reach their target markets through Google search and their partner sites. Meanwhile, Google Analytics is an SEO tool that helps marketers gain deeper insights into how customers find their web pages.
SEO, particularly the use of relevant keywords, helps boost PPC ad performance, Digital Authority Partners said. So combining Google AdWords and Analytics allows you to make the most of your paid ads. Here are some tips for leveraging these two tools together.
- Determine whether you have made the correct bid on a keyword or keyphrase.
- Give you certainty in making different PPC account decisions.
- Create better SEO strategies around relevant keywords.
- Boost your paid ads ranking and website organic ranking.
- Let you play with keywords and combinations until you find the best for your campaigns.
2. Research and Use Mid-Tail Keywords
Use medium-tail keywords. While long-tail keywords help you rank higher, mid-tail keywords increase conversion rates by drawing more organic traffic.
Mid-tail keywords, also called chunky keywords, comprise two to three words and are moderately competitive because they are more specific and have higher search volumes.
Here are tips for finding and using medium-tail keywords.
- Use keyword finder tools. Look for medium tails using Ahrefs, Google Keyword Planner, and SEMRush.
- Choose relevant and profitable keywords. Identify keywords your customers are looking for. Use Google search suggestions, People Also Ask, and Related searches.
- Create great content. This is content that is original, helpful, actionable, and relevant to your audience. Great content is well-researched, unique, concise, and well-formatted.
- Focus on one to two medium tails. Invest more effort into improving your content rather than publishing a lot of content focused on long tails with more search terms.
3. Take Time to Test and Improve Your Campaign
When using PPC with SEO, test keywords, key phrases, and other ad elements that work best with your customers. Here’s a quick look at how to use A/B testing.
- Identify your objectives. Are you comparing two CTAs, meta description, title, etc.?
- Define the “control” or A and “challenger” or B. This could be two variations of your CTA or ad title.
- Understand testing variables. This could be the ad platform like Google Search Network, Google Display Network, Facebook or Instagram, or Twitter.
- Create a hypothesis. It is your educated guess on what the result could be.
- Determine your sample size and test duration. This ensures that you have a large enough sample size and time to test your campaign to gather a meaningful result.
- Run your A/B testing. All variables should be untouched to ensure the quality of your results.
- Analyze results. Compare the results between the control and challenger. Analyze and find if you attained your objectives.
- Optimize your PPC ads accordingly and retest.
Find out which PPC format works best and which SEO techniques have the most impact on your audience. Test over and over again until you find the right mix of PPC and SEO to get the best results.
4. Use PPC Ad Copies as Meta Descriptions
Meta descriptions explain what your content is about, but you can also use them to make your PPC ads. Google indexes meta descriptions to determine how webpages must appear in a search result. It also uses meta descriptions on your web page to create a report of your page’s organic listings.
PPC ad campaigns produce valuable data, which you can use to find good meta descriptions for your site. Through your PPC campaign, you can find information about what ad copy gets more clicks. If one ad has a higher CTR, use this ad copy as a meta description for your website. Here are more tips for creating better and more optimized meta descriptions.
- Observe proper meta description length. Stay within 120 to 156 characters. Keep descriptions short because if Google decides to control the length of the meta description, your message can not be cut short.
- Use the active voice. Your description should be straightforward, easy to understand, and motivating. It must address your prospective customer directly.
- Add a call-to-action (CTA). Invite people to check out your products, services, and offers with an engaging CTA. Use action words related to your offer, like “Learn more,” “Try for free,” Or “Get it now.”
- Include focus keywords. This helps Google quickly index and use your meta description. Your keywords are highlighted to emphasize that your ad is the best answer to a query.
- Create unique meta descriptions. Make your meta descriptions stand out, make it fun and engaging. It should be creative and different from other ads on the list.
Optimizing your ads for Google is always a good step because Google will be the top search engine in 2022 with an 83% global search market share. But you should not ignore other search engines.
Advertising on Bing and Yahoo also gives you better chances of ranking higher thanks to their helpful features like more autocomplete search suggestions and better video search results.
You also enjoy a lower cost-per-click because it is more affordable to advertise on these platforms.
5. Develop the Best Landing Page with SEO
Use your creative content strategies to build a unique and engaging landing page. Those who click on your ads check your landing page and browse your fitness website before making a decision.
This is why you need to consider your customers’ buying journey and how the right content applies at different levels of their journey.
- Awareness stage is where customers are made aware of a problem, issue, or need. The best content at this stage is blog posts and high-value articles to provide information without being too salesy.
- Consideration stage is where customers realize their need and tries to look for ways to meet or solve them. Content that works for people at this stage is white papers, reviews, e-books, testimonials, and landing pages.
- The decision stage is when customers decide to consider a product or service. Convince them that you have the answer by providing video tutorials, product demonstrations, trial sessions, and more.
But there is still a possibility that a visitor who clicks on your ads will not make a purchase at that particular time or day. An optimized landing page is your customer touchpoint, and they refer to it when they finally decide to buy.
When you combine SEO and PPC, your ad campaigns become more well-structured, well-optimized, and ready to help your fitness customers convert. SEO can also depend on PPC’s quick results to find the best ad strategy, including keywords, ad structure, landing page content, and various site elements.