Why Paid Search (SEM) + SEO parallel strategies are the power combo brands need
Let’s cut to it: if SEO is the marathon, SEM is the sprint. And your brand? It needs both.
Search Engine Marketing (SEM) and Search Engine Optimisation (SEO) are often seen as competing strategies. They’re not. They’re two sides of the same coin. They work best in tandem to capture attention, clicks, and conversions at every stage of the customer journey.
Here’s the magic on the down-low:
SEO builds your long-term authority. It’s your organic presence, your credibility, your digital reputation. When someone Googles your brand or your services, great SEO ensures you’re there. Top of mind, no scroll (look Mum no hands), authentically ranking, consistently visible, and earning trust.
But SEO takes time. Enter SEM in a statement gown.
Paid search strategies (SEM) let you target high-intent users right now. With precision targeting, audience segmentation, and keyword bidding, you can appear instantly at the top of search results, exactly when potential customers are actively searching for what you offer.
Immediate. Measurable. Impactful.
Now imagine what happens when they work together.
Your paid ads capture short-term traffic and conversions. Your SEO efforts keep your brand ranking long after the campaign ends. SEM gives you data. Lots of data. Mmm data. What keywords convert? What headlines work? What does your audience click on? That intel? Priceless. And when looked at "wholistically" (ahem, sorry), it feeds directly into smarter SEO. They talk to each other long term - zero ghosting.
Meanwhile, a strong organic presence improves ad performance. It boosts your Quality Score, lowers cost-per-click, and builds consumer trust (because yep, they Googled you, and now you’re everywhere). Damn. Let 'em be mad jelly. Haters gonna hate, fam.
This isn’t an either-or sitch though. It’s both. Porque no los dos. Strategically aligned. Carefully balanced. Smart brands do the Van Damme splits across both trucks in meme-land, without breaking a sweat.
So, stop, collaborate and listen. Whether you’re launching something new, driving seasonal campaigns, or building long-term category dominance, this combo is your competitive edge on a platter.
Let’s turn your search strategy into a growth engine, and make SEO + SEM work together to grow traction in competative industries.
Get in touch for tailored strategies, clever insights, and results you’ll actually notice.
Let’s build something powerful. Product Copywriting for SEO in Shopify e-Commerce Stores
Product body copy is the copywriting for your product. But it isn’t just there for customers, it’s also there for Google to analyse, so that it can present the best results for a search term to your potential customers.
To develop a site that performs well organically (as in, without needing to use paid ads), it is important to think of and focus on keywords that the layperson will be typing in. So it’s imperative not to just list the name of your product, as we must assume most potential customers do not yet know the unique names of your products.
Let's use an artificial plant store as an example.
It’s important to think generally, but not too broadly. For example, focussing on the search keyword “plants”, whilst accurate, would result in a high bounce rate because the vast majority of searches for plants are for non-artificial ones. More specifically, in Australia in the last month, there were roughly 12,100 searches for the term “artificial plants”. So this key phrase should appear on all product pages to maximise reach and optimise rankings.
To achieve this, we need to include these carefully chosen words and phrases as SEO-based body copy on each product page. This helps your page (and therefore entire site) rank higher in searches, which in turn makes it easier for potential customers to find your products. Choosing the right SEO keywords & phrases
Depending on the product, the keywords we are focussing on ranking in Google for are:
All products: indoor, indoor plants, inside plants, outdoor plants, artificial plants, durable plants, plastic leaves, office plants, house plants, low maintenance plants, workspace
Product specific: bird of paradise, plant with flower, trees, succulents, bamboo, bush, bouquet, hanging plants, hanging planters, planters, trailing plants, fern, fibre pots, cement pots, small pots, large pots, vases, baskets, candles, office plants, interior decoration, decor, interior design, fern etc (all unique product types)
These keywords need to be embedded in h1, h2, meta and description text, as well as body copy and image alt text. Copywriting for product pages
Let's take this example further now, and create keyword-rich SEO body copy for one product. Remember, it's important to write for Google as well as your potential customers.
Before:
The Rhapis Palm is a beautiful colouring, rich deep green, to a stunning paler green for new shoots. Perfect office plant.
After:
Elevate your indoor space with the exquisite Rhapis Palm, a masterpiece amongst artificial plants. Its lush and vibrant foliage showcases a captivating spectrum, transitioning from a luxurious deep green to a strikingly paler green hue for new shoots.
Crafted with durable plastic leaves, this artificial palm embodies longevity and resilience, ensuring a timeless allure for your home or office. Immerse yourself in the beauty of nature with a low-maintenance Rhapis Palm that effortlessly thrives in any indoor setting.
Enrich your surroundings with the elegance of palms, enhancing both aesthetic and tranquility in any environment. The perfect addition to any workspace, this artificial gem brings a touch of the outdoors inside, making it an ideal choice for the modern, discerning plant enthusiast.Why SEO is important for businesses
The evidence is in the data, and it's clear. Decades of traffic and ranking results prove this unequivocally. Websites that are optimised for Google, rank higher in organic search results. Fact.
As business owners, this results in higher website traffic, better organic targeted audience reach and therefore higher ROI and less money spent on ad campaigns.
In short, why pay a premium to attract an audience that already exists and is searching for your product. The ads market is already hyper saturated. Plus, you can always add extra ads in as part of your sales and marketing strategy.
This is why it's so important to have a robust SEO strategy and to ensure keywords form the basis of the content on your product pages.
Get in touch with questions, I'm here for you: jess@scarlettadesign.com
