Welcome to another insightful week with The SEOs Diners Club newsletter. Leveraging over a decade of SEO expertise, I aim to distil the week's most critical developments into a concise read that will take less than seven minutes. Let's dive into the insights that matter.

Advantages of Using Google Ads and SEO Together

Most business owners understand the impact of SEO and PPC. But have you considered combining these two marketing strategies?

Various tools and methods are used in digital marketing to develop a successful strategy. Among these, SEO (Search Engine Optimization) and Google Ads are two of the most effective methods. The integrated use of these two powerful tools significantly benefits businesses and helps them achieve higher performance.

As Stradiji Digital Marketing, we are generally an SEO agency. However, there are also many companies that we provide Google Ads consultancy integrated with SEO. When providing this service, we aim to synchronize SEO and Google Ads ads, reduce the advertising budget and increase conversions. Based on these experiences, I have summarized the synergies and advantages of using SEO and Google Ads together below:

Comprehensive Keyword Strategy

Using Google Ads and SEO together creates a more comprehensive and effective keyword strategy. While Google Ads is used for instant returns and quick results, SEO is ideal for long-term organic traffic growth. Integrating these two strategies helps you reach more users by taking advantage of the best aspects. When doing keyword research, Google Ads data shows which words get the most clicks, and this data can be used in SEO strategies.

Increased Visibility and Traffic

While SEO ensures that your website ranks high in organic search results, you gain instant visibility by advertising with Google Ads. Combining these two strategies provides greater visibility in organic and paid searches and significantly increases traffic to your site. Thus, while you can achieve quick results in the short term, you can create a permanent online presence in the long term.

Better Data Analysis

Integrating Google Ads and SEO strategies allows you to analyze data from both platforms and make better decisions. While Google Ads shows which keywords get the most clicks and conversions, SEO strategies can use this data for long-term optimization. This way, you can increase the effectiveness of your marketing campaigns and use your budget more efficiently.

Increasing Conversion Rates

With Google Ads, you can quickly reach your target audience and increase conversion rates. Conversely, SEO improves the user experience of your website and helps visitors stay on your site longer.

Cost Efficiency

Google Ads and SEO integration enable more efficient use of your marketing budget. When the instant results of Google Ads are combined with the long-term benefits of SEO, you can achieve higher returns at a lower cost. This is a considerable advantage, especially for small and medium-sized businesses.

Extra Benefits of SEO and Google Ads Integration

• Comprehensive Competitive Analysis: It will benefit you to conduct a competitive analysis on your SEO and Google Ads strategies and observe what your competitors are doing and which methods work for them. This information will help you shape your strategy more effectively.

• Advanced Targeting: You can target specific demographic groups, interests, and geographic areas with Google Ads. This targeting data can also be used in your SEO strategies so content and keyword optimization can become more specific.

• More Conversion Data: Google Ads allows you to track your conversion rates, which you can use in your SEO strategies. Knowing which pages and content have the highest conversion rates helps optimize your SEO strategy.

• Instant Feedback and Adaptation: Google Ads campaigns provide instant feedback and results. This data allows you to adapt and optimize your SEO strategies quickly. For example, a keyword that performs well in a Google Ads campaign can also become a priority in your SEO efforts.

Key Benefits of SEO and Google Ads Integration

Here are the top 5 benefits of integrating SEO and Google Ads:

• Better Keyword Targeting: Sharing keyword data between SEO and SEM teams can help identify new and untapped opportunities and improve keyword performance.

• Better Understanding Keyword Intent: Combining insights from SEO and SEM teams can help identify unique phrases that resonate most with your target audience, leading to better ad copy and meta descriptions.

• Improved Landing Page Relevance for SEM: SEO insights can improve landing page quality, which impacts the success of Google Ads, ad rankings, and cost per click.

• Increasing the Relevance of SEO Content: Integrating SEO and SEM teams can lead to more strategic content creation, resulting in higher-quality content that resonates more with the target audience.

• More Strategic Allocation of Digital Marketing Costs: SEO and SEM teams can optimize budget allocation by combining forces, increasing revenue and better return on investment.

Points to be considered

It is essential to pay attention to some points when integrating SEO and Google Ads strategies:

• Keyword Selection: SEO and Google Ads campaign keywords must be selected carefully. When doing keyword research, it is essential to determine the most effective words for both strategies.

• Data Tracking and Analysis: To increase their effectiveness, regular tracking and analysis of data from both strategies is necessary. This data helps you determine which keywords and campaigns are more successful.

• User Experience: For SEO and Google Ads campaigns to succeed, it is essential to focus on user experience. Your website should load quickly, be mobile-friendly, and have a user-friendly design.

• Conversion Optimization: Continuous optimization is necessary to increase SEO and Google Ads campaign conversion rates. By analyzing the behaviour of your target audience, you can improve your campaigns and website accordingly.

Integration of SEO and Google Ads can make your digital marketing strategies more powerful and effective. Thanks to this integration, you can reach a wider audience, increase conversion rates and use your marketing budget more efficiently. Don't ignore SEO and Google Ads integration to achieve your business's digital marketing goals. Using these two strategies together can create the perfect combination to achieve short- and long-term goals.

Google Completes June 2024 SPAM Update

Google has completed its June 2024 SPAM update, which targets websites that violate SPAM policies. This update may be the reason you are experiencing significant rankings fluctuations.

On June 20, 2024, Google launched the “June 2024 SPAM Update”, targeting websites that violate SPAM policies. The update took about a week to complete and aimed to improve the quality of the search results.

Highlights of the June 2024 SPAM Update:

• Update Targets Spam Sites: This update targets websites that violate Google's spam policies.

• Site Reputation Abuse is Different: This update is separate from the “site reputation abuse” algorithmic update previously announced but not yet implemented.

• Update Completed in About a Week: The SPAM update took approximately a week.

• Focus Areas: Google’s SPAM updates typically focus on eliminating various types of web SPAM. These include:

The Problem with AI Content:

Despite the update in March 2024, it is stated that some artificial intelligence-generated content performs well in search results.

• According to an analysis, some AI SPAM sites rank for over 217,000 search queries, with over 14,900 appearing in the top 10 search results.

Effects of the Update:

The June update is expected to improve Google's SPAM detection capabilities further. However, as with previous updates, it may cause fluctuations in website search rankings.

Sites that engage in practices that violate Google’s SPAM policies or rely heavily on AI-generated content may experience a drop in search visibility. I’ve warned before: The Drawbacks of AI-generated Content

Legitimate websites that comply with Google's rules can benefit from reduced competition from SPAM sites in search results.

I advise SEO experts and website owners to review their sites for SPAM practices.

Google Removes Continuous Scroll from Search Results

Continuous scrolling launched on Google mobile search in October 2021 and on the desktop in December 2022.

Google has confirmed that continuous scrolling will return to desktop and mobile pages. Google first launched continuous scrolling in mobile search results in October 2021 and desktop search results in December 2022. Was this change reverted because AI Overviews were gaining more traction? Or was the decrease in ad click rates effective?

Continuous Scrolling:

Paginated:

If you were on page 2, your website may have fewer clicks. This depends on whether searchers have scrolled down the page and are clicking on the next page. This change may also affect your Search Console data as searchers may scroll down the page more or less instead of clicking the “Next” button.

Must-Have Features for E-Commerce Sites

Discover the must-have e-commerce website features to maximize organic traffic, conversions, and sales.

I mentioned that we, as Stradiji, took part in many Shopify-based SEO projects during and after the pandemic. Most of these projects were focused abroad. They improved us a lot in both SEO and CRO. I share the experiences we gained in these projects in bulletins from time to time.

Successful e-commerce sites minimize the barriers between users and the products they seek. I chose these features based on their impact on the user experience. Each one will help reduce friction during the purchasing process and keep users on your site.

Key Features:

• Product Pages: Comprehensive product pages containing product images, detailed product information and user reviews.

• Shopping Cart: An easy-to-use shopping cart with essential functions such as adding, removing and updating items.

• Payment Processing: Secure and various payment options, such as tax and shipping calculation.

• Delivery and Returns: Clear information about delivery options, delivery times and return policy.

• Account Creation: Customers can create accounts and manage their order history, favourite products, and address information.

• Mobile Friendly: A website that displays and functions correctly on all devices (mobile, tablet, desktop).

• Search Function: An in-site search function to quickly find products and track these searches via Google Analytics.

Advanced Features:

• Product Filtering and Sorting: Ability to filter and sort products by category, price, colour, and other criteria.

• Product Recommendations: Offering customers product recommendations based on past purchases or browsing.

• Customer Reviews: Including customer reviews about products and services.

• Product Videos: Videos that show products and explain their functions.

• Discounts and Promotions: Offering discounts and promotions to attract customers.

• Social Media Integration: Making it easier to share products and promotions on social media.

• Email Marketing: Creating marketing campaigns that include special offers and customer product information.

• SEO (Search Engine Optimization): Optimizing your site to rank higher in search engines.

• Data Analysis: Analyzing website traffic and sales data to understand customer behaviour and trends.

Features that Improve Customer Experience:

• Live Chat: Live chat functionality to provide instant support to customers.

• Frequently Asked Questions (FAQ): FAQ section that answers common customer questions.

• Help Center: A help centre with comprehensive information and support.

• Easy Communication: Ensuring customers can quickly contact the seller.

• Personalization: Offering customers personalized product recommendations and experiences.

• Accessibility: Ensuring that disabled users can easily use the website.

• Tracking and Analysis of Customer Sessions: Microsoft Clarity, Hotjar etc. Using tools, you can track visitors' sessions to your e-commerce site and troubleshoot any problems they encounter.

Safety and Security Features:

• Secure Payment Gateways: Secure payment gateways for the protection of sensitive customer information.

• SSL Certificate: SSL certificate to encrypt website traffic.

• Data Security: Robust data security measures to protect customer data.

• Fraud Prevention: Anti-fraud systems to prevent fraudulent transactions.

Each of these features can contribute to the success of your e-commerce site. It's important to consider the specific needs of your business to determine which features are most important to you and implement them on your site.

Google Announces New GA4 Features Ahead of Universal Analytics Shutdown

Google is enhancing GA4 with AI analytics, cross-channel reporting and budgeting tools as the closure of Universal Analytics approaches.

GA4 delivers AI-powered analytics for faster decision-making. New cross-channel reporting features increase campaign visibility, and advanced budgeting tools help optimize cross-channel marketing spend.

Four ways Google Analytics delivers actionable insights for your business

New features in Google Analytics allow you to make better business decisions despite a continuously changing…

GA4 delivers AI-powered analytics for faster decision-making. New cross-channel reporting features increase campaign visibility, and advanced budgeting tools help optimize cross-channel marketing spend.

GA4 offers businesses more effective analytics with four new features:

1. AI-Powered Analytics: Google AI will help you make sense of your data faster by predicting future consumer behaviour.

2. Cross-Channel Performance Tracking: We will collect data across all channels and devices to better understand your campaign performance.

3. Advanced Budgeting Tools will provide cross-channel budgeting and projection reports to optimize your media spending.

4. Privacy-Focused Integrations: It will help you manage your data securely with privacy-first strategies.

OpenAI's Rockset Acquisition and Its Possible Impact on Digital Marketing

OpenAI's acquisition of Rockset could lay the groundwork for the next wave of innovation in digital marketing.

OpenAI’s acquisition of Rocket is a significant milestone in using and applying artificial intelligence (AI). This acquisition is expected to impact many industries, including digital marketing.

Why is it important?

• Real-Time Data Analysis: Rockset's data platform allows OpenAI to process and analyze large data sets in real-time. This will enable OpenAI to instantly understand user behaviour and trends and offer more personalized and relevant products and services.

• Advanced Recommender Systems: Rockset's data analysis capabilities can enable OpenAI to provide more advanced and user-specific recommendations, significantly improving user experience and satisfaction.

• New Product Development: Rockset's technology can significantly accelerate the speed at which OpenAI develops new products and services and improves its existing products. This could give OpenAI a significant advantage in marketing.

Rockset's Areas of Expertise:

• Data Storage and Management: Rockset offers a data platform for quickly and efficiently storing and managing large data sets.

• Real-Time Analysis: Rocket allows users to analyze and process large data sets in real-time, allowing them to follow user behaviour and trends instantly.

• Research and Development: Rockset invests in research and development in artificial intelligence and machine learning, which enables It to improve its data platform and deliver innovative solutions continuously.

OpenAI’s acquisition of Rockset signals a new era in digital marketing. This acquisition will change how businesses use and implement AI and significantly impact digital marketing strategies. Marketers must be ready to take advantage of OpenAI’s new products and services and understand how these developments will impact their digital marketing strategies.

Book Recommendation: “Asset-Driven Search” — Krisztian Balog

This week, I wanted to share his free book to honour a relatively unknown professional in the SEO industry.

The SEO industry is full of unsung heroes. I wanted to share with you the unique book of Krisztian Balog, one of these unsung heroes who does not want to stand out, does his job correctly, and shares his knowledge generously.

This open-access book covers all aspects of entity-oriented search in the broadest sense of information retrieval. Author Balog focuses on fundamental techniques and methods in this rapidly developing field to lay the foundation for future research and development.

The book has three main parts: entity ranking, the bridge between structured and unstructured data, and semantic search. The final part discusses the limitations of existing approaches and suggests future research. Below is the PDF version of the book.

The book is written in a somewhat technical language, but it is one of the most valuable resources about Semantic Search. If you are using ChatGPT, you can upload the PDF file to ChatGPT and ask questions to understand the concepts better and seek advice on practical applications.

Recommended Tools & Services

• WhitePress: WhitePress is a content marketing platform that enables accessible article publishing across 90,571 websites in 30 languages, offering native copywriting and automated global publication services.

• Cannibalization Explorer Looker Studio Report is a tool for identifying keyword cannibalization and providing insights into how keywords perform across different pages.

• SurferSEO is a tool that helps you create and optimize content for SEO. It analyzes the top-ranking pages for your target keywords and gives you suggestions on how to improve your content. Surfer AI also has a feature that can generate ready-to-rank articles in minutes.

• Copilot Pro: Copilot Pro is available for $20/month for cloud-based GenAI models and $27/month with Microsoft 365. It is integrated with Microsoft 365 applications and provides access to GPT-4 Turbo and advanced AI rendering tools.

• AlsoAsked is a helpful tool that can boost your visibility in the “People Also Ask” section of Google's search engine results page.”

• Semrush Map Rank Tracker is a Google-changing tool for local businesses looking to dominate their niche and attract more customers. I've been using the free version for a while now, and I'm impressed with its ease and effectiveness.

• ContentShake AI is an intelligent writing tool that combines AI with real-life competitor insights. It guides you from ideation to publishing directly to the blog, generates SEO-friendly articles, and helps you optimize them for organic traffic and engagement.

• Microsoft Clarity has recently introduced a feature called Copilot, which incorporates Generative AI through Large Language Models (LLMs) into the analytics tool. This integration aims to make data more accessible and understandable for users by leveraging the same technology created by OpenAI, which powers the new Bing or ChatGPT.

• InLinks is an SEO tool that uses a knowledge graph to optimize content for search engines. It automates internal linking and schema markup, simplifying SEO processes and content strategies.

Subscribe to my newsletter to stay informed about the latest in SEO and digital marketing. Next week, I'll continue to share the newest insights, tactics, and strategies for navigating the ever-evolving digital marketing landscape.

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Best,

Mert Erkal