Pros and Cons of paid vs. Organic Strategies

Implementation

Google Analytics is a very powerful tool that would assist and measure effectiveness of SEO and SEM strategies of MOTW coffee Shop to boost its online presence. These three google Analytic reports are recommended.

1. Traffic Acquisition report: This is going to provide information about visitors getting in the website just to know which strategies are driving the people to the website
2. Landing Page Report: this will provide the first page users views when they visit the website, these could be any of the pages of the website and not necessarily the home page.
3. Google search Console Report: This works when you link google search console to google analytics for a specialized, actionable report

Reasons:

 Traffic Acquisition matters in measuring the effectiveness my SEO and SEM strategies because MOTW coffee runs both SEO and SEM, social media visitors, referrals, direct and email campaigns so I’m able to determine where each visitor came from so, I can have insights and would not concentrate more on those unnecessary ones.

Landing Page: This will help me to evaluate visitors first impression and understand their main interest so as to align our brand to their expectation and future needs, it also will help me when we have high organic traffic and good engagement signal can tell which of our contents resonates with the users and which has better rankings

Google search Console Report: MOTW coffee is just one of the thousands of coffee shops in the nation so I need google search console to improve on my search engine results (SERP) ranking.

There is no better way to understand your website’s traffic than by checking out Google Search Console’s (GSC) comprehensive reports to understand why websites in a domain rank higher or get more traffic, and compare the findings with the content on your website. This will allow you to identify SEO weaknesses and give you the opportunity to correct them (Hakonson n.d.)

Using Data for optimization

Data collected from these reports would be used to make decisions on MOTW coffee SEO and SEM campaign to help its brand achieve its marketing goals, If reports coming from SEO is not favorable from visitors then we would focus on SEM and its vice versa. These strategies are chosen according to the goals of our brand but if any of them fail to improve on our site then we would equally change these strategies, we can decide to improve on specific pages or some contents based on the visitor data collected from visitors but most importantly we are using data from these strategies to assess visitor needs and behaviors and understand how we can serve them accordingly.

Legal and ethical considerations

MOTW coffee SEO and SEM campaign should be trustful and transparent, all products and marketing campaigns needs to meet industry standards without hidden agender to our visitors.

Visitor data collected from analytic strategies are highly private and would be used only for company strategies, visitor and customers are respected and privacy laws are complied, lastly there should be no deception to our campaigns.

Reference:

Hakonson, E. (n.d.). Top 5 benefits of google search console. Maven collective. https://mavencollectivemarketing.com/insights/blog/top-5-benefits-google-search-console/