Integrating SEO and PPC Workshop 10-16-2012

Integrating Paid Search With SEO10.16.2012

Francis SkipperVice President of Digital Marketing

617-259-1605

francis@451marketing.com

linkedin.com/in/francisskipper

@fskip

Agenda: Steps to Successful Integration

1. Communicate clearly to search engines

2. Think like your customers

3. Integration (putting it all together)

1. Communicate Clearly to Search Engines!

SEO Has Three Core ComponentsContentCode Connections

• Crawlability• HTML• XML sitemaps• URL Structure• Robots.txt• Navigation• 301’s• 404’s• Canonical

• On-Page• Keyword Density• Title Tags• Meta tags• H1, H2 etc• Anchor Text• Navigation

• Linking• Directories• Social, blogs, articles• Press releases• Partners• Internal links

Pay-per-click (PPC)

Search Engine Marketing

SEOOrganic

Pro:Great Long-term ROI

High Ceiling & VolumeMore exposure, branding, awareness

Con:Tough to quantify

Lots of work (design/development)Takes a while (not for short-term)

PPCPaid

Pro:Quick Set up

Highly measurable & quantifiableLess development resources needed

Con:More expensive

Lower ceiling & volume potentialMay be subject to “ad blindness”

Web Analytics Data

Historical DataYour Feedback

Industry News

Organic Search Data

Keyw

ord

Dat

a

Plurals Misspellings Synonyms Concatenations

Keyw

ord

Varia

tion

Keyw

ord

Tool

s

Competitor Sites

Website Content

Keyword Research

9

Keyword Themes and Query Intent

Navigational Queries

80%of all Searches

Transactional Queries

Informational Queries

2. Think Like Your Customers!

Brainstorm Search QueriesKeyword Research

• What would users who know my products type in? • e.g. Full service moving company

• What about users who don’t know about my products?• e.g. Moving supplies and boxes

• What are some searches I DON’T want to show up for?• e.g. piano movers

Keyword Research

Think About the Purchase Funnel

Awareness

Education

Consideration

Purchase

Increase Brand Visibility

Drive Qualified Traffic

Impressions & CPM

Customer Reviews, product comparisons, demos

Generate LeadsNewsletter subscriptions, Email captures, etc.

SalesRevenue, orders, CPO, ROI, ROAS

Optimize Keyword Targeting

teaching jobs in school 60,500teaching jobs schools 33,100teaching in a private school 14,800

Capitalize on Keyword Trends

Capitalize on Keyword Trends

The Long Tail

Feeler Email MarketingReach your customers and actuallyhave time for lunch. Free trial.www.EmailMarketingABC.com

Emphasis on human connection and feelings

Intuitor

Words like “grow” and “growth” to infer forward, future thinking

Email MarketingGrow your small business withemail marketing. Free trial.www.EmailMarketingABC.com

Sensor

Action words focusing on achieving results & being competitive

Email MarketingReach customers before yourcompetitors do. Free trial. www.EmailMarketingABC.com

Thinker Email Marketing200,000+ small businesses chooseus for email marketing. Free trial.www.EmailMarketingABC.comWords invoking confidence in product, community-themed

Think: Ad Copy Testing

Creative TestingTest CreativeControl Creative

Acme Home Security Find affordable, reliable home security and surveillance systems.www.AcmeHomeSecurity.com

CTR: 0.27%Avg. CPC: $1.75

{KeyWord:Acmes Rapid Response}Help Assure Safety & Security w/ anAcme Home Security System.www.AcmeHomeSecurity.com

CTR: 0.94%Avg. CPC: $1.46

Acme Home SecurityGet A $99 Standard Home Security System Install. Contact Us Today! www.AcmeHomeSecurity.com

CTR: 0.83%Avg. CPC: $2.54

{KeyWord:Acme Motion Detection}Help Protect from Home IntrusionAcme Monitored Home Advantage.www.AcmeHomeSecurity.com

CTR: 2.78%Avg. CPC: $1.90

{KeyWord:Acme Fire Alarms}Help Keep your Family Safe w/a FireAlarm from Acme Home Security.www.AcmeHomeSecurity.com

CTR: 1.71%Avg. CPC: $2.11

CTR: 0.21%Avg. CPC: $2.15

Acme Home Security Find affordable, reliable home security and surveillance systems.www.AcmeHomeSecurity.com

Safety

Motion Detection

Fire Alarm

Using keyword insertion and targeted messaging increased CTR, improved keyword Quality Score

and lowered average CPC

Campaign Optimization & ExecutionTrack & Report Optimize

Performance Targeting

SWOT

Quarterly Review

Coordination

Integrate Strategies

- Rankings, Impressions and Clicks- Traffic, Click-Through Rate, Bounce Rate- Conversions and Conversion Rate- Cost-Per-Acquisition

- Meta Tags, Taxonomy, URL Structure- Refined Bidding and Budget Strategies- Optimize Lading Pages- Improve Ad Copy and A/B Testing

- Identify Top Keywords- Identify Challenges- Identify Cross-Site Opportunities- Leveraging Social Media and Dominate The Page Strategies

- Re-allocate Keyword Phrases- Online-Offline Marketing Integration- Integrate PPC-SEO Efforts- Continuous Testing

Push PPC Wins In SEO

3. Integrate Channels

Categorizing Digital Advertising

Paid TV Commercial, Web Banner Ad, Paid Search

Owned Website, Blog, Facebook Page

Earned Blog Mention, Word of Mouth, Buzz

POEM

P

O

E

E

SEO/PPC Integration

Non-branded PPC CTR Increases When Next to Organic Result

Test position adjustments for PPC keywords to measure impact on PPC CTR

1.99% PPC CTR increased to 6.88% CTR

Internal Search Logs

#2 Searched Term: “bed spreads”

0%

28%

0%

6%

6%

60%

Paid

Res

ults

Nat

ural

2%

0%

70%

4%

2%

22%

Paid & Natural Natural Only

32% increase in the click rate

SEO/PPC Integration

29

30

Local Search pages can see 300% increase in conversions!

In ReviewCommunicate Clearly to Search Engines

• SEO – 3 c’s• PPC – Quality ad copy

Think you’re your Customers• Keyword Research• Reassure Visitors and SE’s of Keyword Themes

(conversion enhancement)• Capitalize on Trends

Integrate (putting it all together)• SEO and PPC• Social, Video, PR, Local

Questions?

Francis SkipperVice President of Digital Marketing

617-259-1605

francis@451marketing.com

linkedin.com/in/francisskipper

@fskip

Using Paid Search to Enhance Organic Search Efforts