Date post: | 23-Jan-2018 |
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Marketing |
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#SMX #13B @DgtlMktgGeek
Our Must Have Report for Paid & Organic Search Synergies
IF IT DON’T SYNERGIZE, YOU
DON’T CAPITALIZE
#SMX #13B @DgtlMktgGeek
Our Must Have Report for Paid & Organic Search Synergies
IF IT DON’T SYNERGIZE, YOU
DON’T CAPITALIZE
#SMX #13B @DgtlMktgGeek
• Associate Director, SEO
• Dad / Surfer / Prefers Dogs
• Human
• Largest Independently Owned Media Buying Agency in the World
@DgtlMktgGeek @HorizonMediaInc
#SMX #13B @DgtlMktgGeek
Synergy Conversations Aren’t New…
2011 2013 2014 2017
GooglePaid &
OrganicReport
CriticalReviews
BestPractices
IndustryUpdates
GoogleStudy
#SMX #13B @DgtlMktgGeek
Synergy Conversations Aren’t New…
2011 2013 2014 2017
GooglePaid &
OrganicReport
CriticalReviews
BestPractices
IndustryUpdates
GoogleStudy
#SMX #13B @DgtlMktgGeek
Synergy Conversations Aren’t New…
2011 2013 2014 2017
GooglePaid &
OrganicReport
CriticalReviews
BestPractices
IndustryUpdates
GoogleStudy
#SMX #13B @DgtlMktgGeek
Synergy Conversations Aren’t New…
2011 2013 2014 2017
GooglePaid &
OrganicReport
CriticalReviews
BestPractices
IndustryUpdates
GoogleStudy
#SMX #13B @DgtlMktgGeek
Synergy Conversations Aren’t New…
2011 2013 2014 2017
GooglePaid &
OrganicReport
CriticalReviews
BestPractices
IndustryUpdates
GoogleStudy
#SMX #13B @DgtlMktgGeek
Synergy Conversations Aren’t New…
2011 2013 2014 2017
GooglePaid &
OrganicReport
CriticalReviews
BestPractices
IndustryUpdates
GoogleStudy
#SMX #13B @DgtlMktgGeek
• Insights on which keywords to prioritize in SEO
• Improved Quality Score and conversions for SEM, which leads to decreased CPC/pressure on SEM
• Establish more efficient bidding practices for individual keywords
• Performance lifts (based on index) from listings in both SEM and SEO can be significant compared to searches with SEM only
By Now, We Know SEM & SEO Shouldn’t be Siloed
#SMX #13B @DgtlMktgGeek
We Think More Data is Better.
• Optimize for Paid keywords with high CPCs or CTRs
• Explore using Ad Copy in Organic Page Titles
• Improve Organic Striking Distance keywords that Paid bids on
• Align better for keyword intent
• Keywords the site doesn’t rank for Organically
• Explore aligning Paid Landing Page with URLs that rank high Organically
• Keyword mining for Organically ranked terms
Organic Opportunities Paid Opportunities New Content Opportunities
Identify where Quality Score improvements have the biggest payoffs
#SMX #13B @DgtlMktgGeek
Step 1: Bring it All Together
• Keyword
• URL
• Position
• Monthly Search Volume
• Keyword
• URL
• Total Cost
• CPC
• CTR
• URL
• Page Title
• Page Description
*may need to focus on a particular campaign depending on size of data set
• Headline
• Description
• Quality Score
• CVR
• Revenue
#SMX #13B @DgtlMktgGeek
{Report Attributes}
Paid Data Organic Data Site Crawl Data
Keywords URLs
QS ImprovementEstimated Savings
#SMX #13B @DgtlMktgGeek
Step 2: Calculate Estimated QS Improvement Savings
Keyword Cost Quality
score (avg) Targeted
QS QS Baseline
Cost Estimated New
Cost Estimated Savings
Opportunity
bahamasvacation $ 5,402 6 7 $ 6,482.65 $ 4,629 $ 774
paradise island $ 4,611 7 8 $ 6,455.46 $ 4,035 $ 576 bahamas vacations $ 2,336 6 7 $ 2,803.30 $ 2,002 $ 335
all inclusive resorts in bahamas $ 2,139 7 8 $ 2,995.02 $ 1,872 $ 267
bahamas all inclusive resorts $ 2,041 6 7 $ 2,449.66 $ 1,749 $ 292 bahamas hotels $ 1,673 6 7 $ 2,007.10 $ 1,433 $ 240
all inclusive resorts in the bahamas $ 1,268 7 8 $ 1,774.65 $ 1,109 $ 158
Quality Score (AVG) Estimated Savings Opportunity
1 $ 19.82 2 $ 503.17 3 $ 4,303.34 4 $ 4,330.86 5 $ 6,298.65 6 $ 9,908.15 7 $ 6,958.62 8 $ 2,937.86 9 $ 382.43
10 $ -
QS Increase or Discount Percent
10 Discounted by: 50%
9 Discounted by: 44.44%
8 Discounted by: 37.50%
7 Discounted by: 28.60%
6 Discounted by: 16.70%
5 - (Benchmark)
4 Increased by: 25%
3 Increased by: 67%
2 Increased by: 150%
1 Increased by: 400%http
://w
ww
.wor
dstr
eam
.com
/qua
lity-
scor
e
#SMX #13B @DgtlMktgGeek
Step 3: Slice & Dice, Mix & Match, Copy & Paste
• Optimize for Paid keywords with high CPCs or CTRs
• Explore using Ad Copy in Organic Page Titles
• Improve Organic Striking Distance keywords that Paid bids on
• Align better for keyword intent
• Keywords the site doesn’t rank for Organically
• Explore aligning Paid Landing Page with URLs that rank high Organically
• Keyword mining for Organically ranked terms
Organic Opportunities Paid Opportunities New Content Opportunities
Identify where Quality Score improvements have the biggest payoffs
#SMX #13B @DgtlMktgGeek
{Go Mining for Keywords}
KeywordSearch
Volume Blended
Rank Organic Page Paid Search Landing Pagelargest hotel in the world 1,300 1 www.stay-in-the-bahamas.com/ #N/A
bahama wedding 1,000 1www.stay-in-the-bahamas.com/celebrations/weddings #N/A
bahama weddings 1,000 1www.stay-in-the-bahamas.com/celebrations/weddings #N/A
bahamas wedding 1,000 1www.stay-in-the-bahamas.com/celebrations/weddings #N/A
kids friendly resorts 1,000 1 www.stay-in-the-bahamas.com/ #N/A
kid adventures 3,600 2www.stay-in-the-bahamas.com/kids/toddlers/kidsadventures #N/A
wedding packages 2,900 3
www.stay-in-the-bahamas.com/celebrations/weddings/weddingpackages #N/A
#SMX #13B @DgtlMktgGeek
{Explore Ad Copy & Page Titles}
KeywordPaid Search Landing
Page Organic URL Paid Headline Paid Description Organic Title Organic Description
all inclusive resorts bahamas
www.stay-in-the-bahamas.com/all-inclusive
www.stay-in-the-bahamas.com/all-inclusive
Fabulous Resort in Paradise Island - All-
Inclusive Experience -stay-in-the-bahamas.com
Includes Accommodations, Meals,
Beverages & More. Starting at $299 Per
Person.
All-Inclusive Bahamas Experience | Fabulous
Resort in Paradise Island
An all-inclusive Bahamas experience at Fabulous Resort in Paradise Island
features accommodations in the Fancy Towers or Beach Tower, dining in over 20
restaurants and much more!
bahamas all inclusive resorts
www.stay-in-the-bahamas.com/all-inclusive
www.stay-in-the-bahamas.com/all-inclusive
Fabulous Resort in Paradise Island - All-
Inclusive Experience -stay-in-the-bahamas.com
Includes Accommodations, Meals,
Beverages & More. Starting at $299 Per
Person.
All-Inclusive Bahamas Experience | Fabulous
Resort in Paradise Island
An all-inclusive Bahamas experience at Fabulous Resort in Paradise Island
features accommodations in the Fancy Towers or Beach Tower, dining in over 20
restaurants and much more!
all inclusive resorts bahamas
www.stay-in-the-bahamas.com/floridaoffer
www.stay-in-the-bahamas.com/all-inclusive
Fabulous Resort in Paradise Island - All-
Inclusive Experience -stay-in-the-bahamas.com
Includes Accommodations, Meals,
Beverages & More. Starting at $299 Per
Person.
All-Inclusive Bahamas Experience | Fabulous
Resort in Paradise Island
An all-inclusive Bahamas experience at Fabulous Resort in Paradise Island
features accommodations in the Fancy Towers or Beach Tower, dining in over 20
restaurants and much more!
all inclusive vacations bahamas
www.stay-in-the-bahamas.com/tristate
www.stay-in-the-bahamas.com/all-inclusive
Fabulous Resort in Bahamas Resort - Best Prices of the Summer
Named Top 25 Hotels for Families in the Caribbean.
Book Your Stay Now!
All-Inclusive Bahamas Experience | Fabulous
Resort in Paradise Island
An all-inclusive Bahamas experience at Fabulous Resort in Paradise Island
features accommodations in the Fancy Towers or Beach Tower, dining in over 20
restaurants and much more!
#SMX #13B @DgtlMktgGeek
{Home in on Largest Areas of Opportunity}
Keyword Impr Clicks CTR
Quality score (avg) Paid Search Landing Page
Organic Monthly Searches Organic Position Organic URL
bahamas vacation 38,563 2,456 6% 6
www.stay-in-the-bahamas-bahamas.com/specials 18,100 13 www.stay-in-the-bahamas-bahamas.com/
bahamas vacations 18,833 1,087 6% 6
www.stay-in-the-bahamas-bahamas.com/specials 18,100 14 www.stay-in-the-bahamas-bahamas.com/
bahamasall inclusive resorts 13,523 998 7% 6
www.stay-in-the-bahamas-bahamas.com/all-inclusive 5,400 13 www.stay-in-the-bahamas-bahamas.com/all-inclusive
bahamashotels 55,885 766 1% 6
www.stay-in-the-bahamas-bahamas.com/specials 6,600 12 www.stay-in-the-bahamas-bahamas.com/
bahamas vacation 8,154 563 7% 6
www.stay-in-the-bahamas-bahamas.com/specials 18,100 13 www.stay-in-the-bahamas-bahamas.com/
hotels in bahamas 5,939 397 7% 6
www.stay-in-the-bahamas-bahamas.com/specials 2,400 11 www.stay-in-the-bahamas-bahamas.com/rooms
vacation to the bahamas 3,105 216 7% 6
www.stay-in-the-bahamas-bahamas.com/specials 320 13 www.stay-in-the-bahamas-bahamas.com/specials
bahamas hotels 10,433 156 1% 6
www.stay-in-the-bahamas-bahamas.com/specials 6,600 12 www.stay-in-the-bahamas-bahamas.com/
bahamas vacations 1,809 115 6% 6
www.stay-in-the-bahamas-bahamas.com/specials 18,100 14 www.stay-in-the-bahamas-bahamas.com/
#SMX #13B @DgtlMktgGeek
…and There’s Still More
• Optimize for Paid keywords with high CPCs or CTRs
• Explore using Ad Copy in Organic Page Titles
• Improve Organic Striking Distance keywords that Paid bids on
• Align better for keyword intent
• Keywords the site doesn’t rank for Organically
• Explore aligning Paid Landing Page with URLs that rank high Organically
• Keyword mining for Organically ranked terms
Organic Opportunities Paid Opportunities New Content Opportunities
• Identify where Quality Score improvements have the biggest payoffs
#SMX #13B @DgtlMktgGeek
Bonus: Something to Show the Client / Boss / MoM
Keyword Impr Clicks CTRQuality
score (avg)
Previous Month Quality
score (avg) Avg CPC
Previous Month
Avg CPC
Organic Monthly Searches
Organic Position
Previous Month
Organic Position
QS MoMAvg CPC % Difference
MoM
Avg CPC $ Difference MoM
bahamas 221,740 11,021 5% 7 6 $ 1.58 $ 1.77 246,000 48 53 1 -12% $ 0.19
bahamas vacation 38,563 2,456 6% 6 5 $ 2.20 $ 2.64 18,100 13 17 1 -20% $ 0.44
paradise island 48,459 3,608 7% 7 5 $ 1.28 $ 1.79 22,200 11 13 2 -40% $ 0.51
bahamas 47,983 2,592 5% 7 6 $ 1.44 $ 1.61 246,000 48 53 1 -12% $ 0.17
bahamas resorts 23,485 2,309 10% 8 7 $ 1.61 $ 2.41 14,800 7 11 1 -50% $ 0.80 bahamas vacation
package 9,563 1,169 12% 7 7 $ 2.94 $ 2.94 6,600 8 10 0 0% $ -all inclusive
bahamas 11,419 1,352 12% 6 7 $ 2.42 $ 2.32 12,100 6 9 (1) 4% $ (0.10)bahamas vacation
packages 22,347 1,401 6% 8 7 $ 1.80 $ 2.70 6,600 7 8 1 -50% $ 0.90 bahamas vacations 18,833 1,087 6% 6 5 $ 2.15 $ 2.58 18,100 14 18 1 -20% $ 0.43
all inclusive resorts bahamas 14,458 1,114 8% 6 5 $ 2.07 $ 2.49 5,400 19 23 1 -20% $ 0.41