Integrating Paid Search With SEO10.16.2012
Francis SkipperVice President of Digital Marketing
617-259-1605
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
linkedin.com/in/francisskipper
@fskip
Using Paid Search to Enhance Organic Search Efforts
