Search Engine Marketing Best Practices (SEM) for High Performance and Conversions with Favour Obasi-ike
Favour Obasi-ike, MBA, MS takes us on deep dive into the world of digital marketing, with a strong focus on Search Engine Marketing (SEM) and Search Engine Optimization (SEO). The host breaks down the key differences and relationship between these two critical components of a successful online strategy.
The discussion covers the entire customer journey, from the pre-click phase, where the user is first searching for information, to the post-click phase, where the goal is to convert the user into a customer.
A significant portion of the episode is dedicated to practical, actionable advice for improving conversion rates. This includes a detailed look at crafting effective Calls to Action (CTAs), optimizing landing pages, and leveraging analytics to make data-driven decisions. The host also shares a valuable tip on using brackets in headlines to increase click-through rates.
This episode features a friend / guest from Canada 🇨🇦 who discusses their AI compliance platform, providing a real-world case study for applying the marketing principles discussed. Other topics covered include the importance of timing and seasonality in marketing campaigns, content marketing strategies, and the concept of tokenization.
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Episode Timestamps
[0:00] - Search Engine Marketing (SEM) & PPC
[1:05] - Timing & Seasonality
[2:04] - LinkedIn Marketing
[2:43] - SEO Best Practices
[2:56] - Pay-Per-Click Advertising
[3:38] - Pre-Click Phase Strategy
[4:42] - AI Compliance Platform Discussion
[6:20] - Conversion Optimization
[6:42] - Website Optimization
[8:00] - Post-Click Phase Strategy
[9:09] - Local Marketing
[20:40] - Email Marketing
[40:04] - Landing Page Optimization
[45:00] - Click-Through Rate Optimization
[45:21] - Using Brackets in Titles
[49:22] - Call to Action (CTA) Best Practices
[1:16:11] - Analytics & Data Tracking
[1:55:06] - Tokenization & Duplicate Content
[1:57:35] - Content Marketing Strategy
Episode Key Takeaways
Understanding SEM vs. SEO
The episode clarifies the often-confused relationship between Search Engine Marketing (SEM) and Search Engine Optimization (SEO). While SEO focuses on organic strategies that require time investment (like planting a seed that grows over time), SEM involves paid advertising through platforms like Google Ads, YouTube Ads, and Microsoft Bing Ads. Historically, SEM encompassed both paid and organic strategies, but today they are typically separated. The key distinction is that SEO uses time as the primary investment, while SEM uses money to accelerate results.
The Two-Phase Click Strategy
A critical framework discussed is the pre-click and post-click phases. The pre-click phase involves everything that happens before a user clicks on your ad or link, including search queries, keyword targeting, ad copy, and timing. The post-click phase encompasses the landing page experience, conversion funnel, and call-to-action effectiveness. Understanding and optimizing both phases is essential for successful digital marketing campaigns.
Personalization Drives Results
According to McKinsey Research mentioned in the episode, personalized advertising can lead to approximately 30% higher marketing spend efficiency. This personalization extends beyond basic demographics to include psychographics (mood, attitudes, values, principles), firmographics (company type, industry, job titles), and geographic targeting. The example of Spotify's location-based ads demonstrates how localized content creates stronger connections with audiences.
The Power of Brackets in Titles
One of the most actionable tips shared is that using brackets in titles and subject lines can increase click-through rates by 38%. This works because brackets create a "pattern disrupt" that catches the reader's eye while skimming content. Examples include adding "[20% Off]", "[Ends 02/01]", "[PDF]", "[Video]", or "[Tutorial]" to headlines. This technique applies to email subject lines, meta titles, social media posts, and any content with a headline.
Strong CTAs Make the Difference
Weak calls-to-action like "Click Here" or "Learn More" fail to convert. Instead, the episode recommends using benefit-oriented language that reminds users of the value they'll receive. Examples of strong CTAs include "Claim Your 50% Discount", "Get Your Free Guide Now", or "Claim Your Spot". The CTA should clearly communicate what the user will gain by taking action.
The Three-Month Rule for SEO
Both the host and guest speaker Pierre emphasize that SEO requires patience, with the fourth month typically being when results become visible. This timeframe allows for proper testing, adjustment, and alignment between your marketing message and your actual offerings. A real-world case study shared in the episode describes a client who made $14,400 in a single day during their fourth month after implementing a comprehensive SEO strategy.
Search Engines vs. Social Media Platforms
The episode makes an important distinction between search engines (Google, YouTube, Pinterest, Microsoft Bing) and social media platforms (Facebook, Instagram, TikTok). Search engines operate differently from social media algorithms, and advertising strategies should be tailored accordingly. Search engine marketing typically brings in "warmer" leads because users are actively searching for solutions, whereas social media advertising often targets "colder" audiences.
Content Ownership and Tokenization
The concept of tokenization is introduced, referring to the relationship between original content and duplicate copies. The episode strongly advocates for publishing original content on your own website first (where you have control over publish dates and modification dates), then distributing derivative versions to social media platforms. This approach ensures you maintain ownership and control of your intellectual property, especially important given the risk of platform outages or account issues.
Keywords and Long-Tail Variations Matter
The episode discusses Latent Semantic Indexing (LSI) keywords and emphasizes that even small variations in keywords can produce different search results. The difference between "podcast" and "podcasts", or "shoe" and "shoes" can significantly impact search performance. Long-tail keywords (longer, more specific phrases) often provide better targeting and higher conversion rates.
Analytics and Timing Optimization
Email marketing analytics provide some of the most valuable insights for understanding when your audience is most engaged. The episode recommends analyzing data across different time periods (last 7 days, 30 days, 90 days, and all-time) to identify peak engagement times. Understanding that there are four six-hour blocks in a day helps businesses schedule content and campaigns for maximum impact. The acronym DATE is introduced: Day And Time Evaluation.
Landing Page Color Psychology
A case study is shared about a client whose website was generating traffic but no conversions. By changing the color of the call-to-action button and optimizing the landing page experience, they transformed their results. This demonstrates that even small design elements can have significant impacts on conversion rates.
Content Marketing Strategy
The episode distinguishes between content marketing (what you create) and context marketing (how it's presented). The phrase "content is king and context is queen" emphasizes that both logic and emotion must work together to create effective marketing. The recommendation is to start content marketing from your website rather than social media platforms, ensuring you have a stable foundation that you own and control.
Frequently Asked Questions (FAQs)
Q: What is the difference between SEM and SEO?
A: SEO (Search Engine Optimization) focuses on organic strategies to improve a website's ranking in search engine results. This involves optimizing website content, building backlinks, and other non-paid techniques. SEM (Search Engine Marketing) is a broader term that encompasses both SEO and paid advertising (like PPC). While SEO is about earning traffic, SEM can involve paying for it.
Q: What are the pre-click and post-click phases in SEM?
A: The pre-click phase refers to everything that happens before a user clicks on your ad or link. This includes the user's search query, the ad copy, and the use of keywords. The post-click phase is what happens after the click. This involves the landing page experience, the call to action, and the overall conversion funnel.
Q: How can I improve my call to action (CTA)?
A: This podcast episode suggests moving beyond weak CTAs like "Click Here" or "Learn More." Instead, use more compelling and benefit-oriented language. For example, "Claim Your 50% Discount" or "Get Your Free Guide Now." The key is to remind the user of the value they will receive by taking the desired action.
Q: What is the importance of timing in marketing?
A: Timing is crucial for the success of any marketing campaign. The episode uses the example of not running a Black Friday ad in January. It's about understanding your audience, their seasonal behaviors, and aligning your marketing efforts with when they are most likely to be receptive to your message.
Q: How can I use brackets in titles to improve click-through rates?
A: Favour suggests that using brackets in titles and subject lines can lead to a significant increase in click-through rates (a 38% lift is mentioned). This is because brackets act as a "pattern disrupt," catching the reader's eye as they skim content. You can use brackets to highlight special offers, deadlines, or key information.
Q: What is tokenization and how does it relate to content marketing?
A: In the context of this podcast, tokenization refers to the idea of having an original piece of content (e.g., a blog post on your website) and then creating duplicate or derivative versions for other platforms (e.g., social media posts, Google listings, etc). The podcast emphasizes the importance of owning your content by publishing it on your own website first, and then distributing it to other channels.
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