SEO & Integrated Marketing CampaignsMark BaartseConsulting DirectorFirst Rate

What is the Value of Branding?

•

X

Does SEO really

build brand?

$ = Research

13% click through – Triumph!How about the other 87%?

• Eye tracking

X

SEO & PPC

• Click-Through Rate (CTR) is increased for the top organic listing if there is a top paid listing present as well.

Unprompted brand recall: “When you think of fuel-efficient cars, which come to mind?”

A 2.2x Lift in Aided Brand Recall When Brand Is in Top Sponsored and Top Organic Results

How about branded

searches?

X

SEO is ranked as the #2 online marketing tactic for affecting brand perceptions.

71% Of users expectleading brands to be on top of the search results page

Organic average: 21.5%Top paid spot average: 14.5%Organic + top spot: 24.8%

Do they even know the difference?

18% No82% Yes

Do People Trust SEM or Paid?

Do users have more trust in natural results than sponsored results?

Definitely not – 1.75%Probably not – 6.55%Maybe – 19.65%Probably so – 36.68%Definitely – 35.37%

Do People Trust SEM or Paid?

• Is your SEO purely performance focussed?• What parts of online do you consider branding?

Question

Performance vs Brand

• Include your search agency • Share your marketing calendar• Plan – SEO takes time• Budget

Search and ATL Campaigns

Nov 2010 experienced a 39.43% uplift in Conversion Rate

Conversion Rate between Oct and Nov 09 averaged a 5.01% decrease YOY. Forecasting a 7.17% Conversion Rate for November 2010

• Non-branded organic traffic• Sales/leads• Rankings• Link quality

Typical SEO Measures

• Is there tension between performance

and brand?

• How do you measure multiple KPIs?

• Can SEO impact on brand be measured?

Question

X

SEO

• Boring site = hard to SEO•

X

“Make Your Brand Like Candy”

Title

Meta Description

HEAD TERMS

VS

LONG TAIL

• Should you do SEO on Competitor brands?

Question

• Social in algo• (giant “like” button?)•

Social and SEO

Good Site=

Good SEOAND

Improved Brand

Questions?Mark BaartseConsulting Director mark@firstrate.com.auwww.linkedin.com/in/markbaawww.firstrate.com.au

• What is your reputation contingency plan?• Does it include SEO?

Reputation Management

• Sub domains• Friendly articles• Press releases• Microsites• Linkedin• Can (maybe) cheat using QDF?

Blocking

Questions?Mark BaartseConsulting Director mark@firstrate.com.auwww.linkedin.com/in/markbaawww.firstrate.com.au