Search Engine Marketing Consulting
Search engine marketing can generate 150% more conversions from clicks than organic content — if you know how to use it as part of a bigger digital marketing strategy.
Content marketing and social media marketing helps maximize reach and engagement.
And Brafton knows how to make this reach and engagement happen.
As a leading search engine marketing agency and consultant, Brafton specializes in crafting strategies that leverage the full spectrum of digital marketing services, from paid advertising to content marketing services.
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Paid Search and Organic: Building Your Complete Search Strategy
Search engine marketing is a form of advertising in which site publishers bid on specific keywords for the opportunity to be listed above organic search results. As a digital marketing agency with expertise in SEM consulting services, we understand the nuances of paid advertising platforms like Google Ads and Microsoft Ads.
Organic search engine optimization (SEO) represents unpaid efforts to rank higher in search engine results pages (SERPs), including but not limited to:
- Content for SEO.
- Link building.
- Targeted traffic generation through social media marketing and management.
- Technical SEO.
Organic search results have significantly higher click-through rates than paid results. The top organic listing on Page 1 of SERPs has a CTR of nearly 32%, meaning it commands the biggest chunk of search engine traffic. Despite listing above the first organic search listing, paid listings have an average CTR of just under 2%.
On the other side of SEO is paid search engine optimization. Paid search is a form of digital marketing where search engines allow marketers to show ads on a search engine result page (SERP). Paid search advertising works on a pay-per-click model — this means you don’t pay until potential customers click on your ad.
By contrast, the conversion rate of paid search results is more than 10 times that of organic results. Paid search can also help industry newcomers wanting to grow their business and build much-needed brand awareness. Low CTRs aside, paid search listings are still at the top of Page 1. Utilizing strategies like marketing automation and precise ad campaignsc an enhance visibility effectively.
Regarding both paid and organic search, the key to success lies in visibility on the SERP. By using both strategies instead of just one, you’ll be better positioned to maximize your visibility and presence. At Brafton, our search engine marketing consultants know how to merge the value of SEO and SEM in a complete, highly tailored, prescriptive online marketing strategy. Our content strategy includes integrating services like email marketing, content marketing and social media marketing services to amplify your reach.
Brafton: Your SEM and SEO Specialists
Brafton’s SEM consultants take a holistic approach to paid search, ensuring it serves specific marketing goals — and they track every step along the way and pivot as needed to improve outcomes. As a Google Partner and Microsoft Ads expert, we leverage tools like Google Analytics to monitor performance meticulously.
Even the most experienced marketers can find it difficult to develop an SEO strategy that produces meaningful business results and a high return on investment. Search engine algorithms are constantly changing, making it tricky to determine why your rankings suddenly slipped overnight. Fortunately, you don’t have to do it alone. Our SEO consultants and web development team are here to help.
By collaborating with content strategists and SEO consultants on the larger marketing strategy, our SEM experts ensure that no ad spend is misplaced. They also assess how other variables might influence the performance of your paid search efforts — lack of organic online presence, relatively poor search engine ranking, subpar meta descriptions, unengaging landing page copy, unintuitive site UX or even deficiencies in website design and development. Brighton provides guidance on how to keep those factors from foiling your SEM success.
We also offer content marketing services to enhance your online presence and engage your audience effectively. Our social media management team can amplify your message across various platforms, complementing your search marketing efforts.
Powering Your Digital Marketing Strategy With Paid Search
Maximizing the value of paid search advertising requires a clear end goal. Brafton can help you assess that end goal and identify the opportunities to use paid search to achieve them. Our digital marketing services encompass an array of strategies, including marketing automation, email marketing and content strategy development.
Supplement Your SEO Efforts
Organically improving online presence is a long game. It takes time and effort to rank for keywords, build up your backlink profile and optimize your site for maximum search visibility. Paid search can help generate traffic, however little, in the interim. Targeted ad campaigns on platforms like Google Search and Microsoft Ads can help you reach potential customers quickly.
Improve Local SEO
Google offers Local Service Ads that local service companies such as electricians, plumbers and other local services to generate leads. Unlike traditional paid search, ad publishers pay per lead, with a lead being a phone call, message or booking made through the ad. Our SEM consulting can help you leverage these opportunities effectively.
Build Brand Awareness
Strategically targeting certain keywords for paid search can help get your listing in front of your target audience. Even if the CTR isn’t great, your presence on SERPs can improve brand recognition for a low cost – because with paid search, you only pay when a user clicks on the ad, but there is still some value in them just seeing it. Case in point: Paid search can build brand awareness by 80%. Incorporating display ads and paid advertising across various channels enhances your visibility further.
Create Remarketing Lists for Search Ads (RLSA)
Target users easily with Google Ads and other platforms. This is one of the most powerful features of paid search and one of the most effective ways to supplement your SEO campaigns by retargeting deeper-funnel leads.
Our marketing automation strategies help keep your brand top-of-mind.
Our SEM consultants can alo manage other PPC campaigns through the Google Ad Network, content syndication channels, social media networks and other platforms. They help you diversify and optimize your ad spend across these different networks to maximize results. As a Google Premier Partner, we’re equipped with the latest tools and insights.
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In-Depth Keyword Research
Search engine marketing is a type of pay-per-click (PPC) marketing. Each click on the paid listing comes with a cost-per-click (CPC) fee. Our SEM consulting services include thorough keyword research to ensure you’re bidding on the most effective terms.
Highly competitive keywords that many site publishers try to rank for on both paid and organic search results can have a CPC of $50 or more. However, solely going for the most popular keywords won’t produce the results you’re looking for. Instead, the trick to successful keyword research is to find the balance between the most competitive and least competitive keywords. Using this approach, you’ll gradually see growth across your web page’s traffic, visibility and overall brand awareness. Our SEO marketing services help you identify these opportunities.
Brafton’s consultants work within the Google Ads and Bing Ads platforms, and consult other keyword research tools to create lists of industry-specific keywords within your budget and that align with your target audience’s search intent. By integrating Google Analytics and leveraging insights from web development metrics, we tailor strategies that deliver results.
Landing Page and Metadata Optimization
Every paid ad needs a landing page destination after a user clicks. On the Google Ads platform, a “Quality Score” is given to that landing page. The Quality Score is based on the performance of that web page, including its CTR, keyword relevance and various other factors. Effective website design plays a crucial role here.
If your page has a high-Quality Score, you can earn a lower CPC rate and beat out higher bidders. Our SEO consultants and web development team can help enhance your landing pages for better performance.
Brafton’s SEM consultants can make recommendations for how to improve the Quality Score of the landing pages you use in your paid search ads in several ways:
Keyword Optimization
In addition to identifying optimal keywords, we can conduct additional research that will improve your page’s relevance to those keywords. Our in-house team of writers can optimize existing copy or craft new copy to help improve the Quality Score of the page. Our content marketing services ensure your messaging resonates with your audience.
A/B Testing
Our consultants test the efficacy of different landing pages for various keyword campaigns. This can help improve Quality Score, more precisely target the right audience and boost overall customer conversions. We utilize tools like Google Analytics to monitor performance and make data-driven decisions.
UX and Design Audits
We can assess your landing page’s UX using heat mapping and other forms of analysis to ensure that it’s optimized to drive conversions. We can also build out custom calls-to-action and help you optimize forms. Our web development and website design teams collaborate to enhance user experience.
Meta Description Analysis and Updates
Meta descriptions for paid search listings have a significant impact on CTR. Our consultants can craft keyword-optimized meta descriptions for each of your ads that encourage prospects to take action, and conduct A/B testing to make data-driven decisions about what descriptions perform the best. As a Google Partner, we stay updated on best practices.
SEM with Purpose
Search engine marketing is only valuable when it’s integrated into a larger marketing campaign. Our content strategy ensures that all elements work together harmoniously.
Brafton’s SEM consultants will take the time to understand your business objectives and marketing goals, and help you develop paid search strategies and other digital marketing services that will actually move the needle. Whether it’s through content marketing, social media marketing services or marketing automation, we’re committed to your success.
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