Understanding Paid and Organic
Search Marketing
Integrating SEO & PPC in
Research and Keywords
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The Outline
Differences between SEO & PPC
SEO + PPC is like 1 + 1 = 3
PPC & SEO Research Sh i
C SO h Sharing
PPC & SEO Keyword Portfolio Sharing
PPC & SEO Reporting
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How SEO & PPC are Different, How They Work Together
DIFFERENCES AND STRENGTHS
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SEO & PPC Are Different…
SEO PPC
“Search Engine Optimization” “Per-Per-Click” Campaign
Pro Pros
• Higher Conversion Rates • Can be more readily launched
• Higher Long-Term ROI • Highly Quantifiable & Trackable
• Landing Page Optimization can be more
readily used to improve conversion
Cons Cons
• Requires More Resources • Lower CTR = lower click volume
(copywriter/technical/etc) • Can be costly
• Longer to Accomplish • Can suffer from “Ad Blindness”
• Can be difficult to track Success
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But when SEO + PPC Unites: “1 + 1 =3”
1 3
SEO
True
Search
Marketing
PPC
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SEO & PPC Are Happier Together:
Statistics on Combined Lift
b df
When appearing in both natural and paid
search for the same keyword impression:
– Clicks lifted 92%
– Actions lifted 45%
– Orders lifted 45%
– Page views lifted 44%
– Visitors increased by 41%
– Time on site increased by 40%
Source: iCrossing “Search Synergy Report: Natural & Paid Search Symbiosis , 2007
iCrossing, Search Symbiosis”
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Remember that People Experience
Search as One Marketing Channel
h k h l
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Who gets what keyword?
SEO & PPC
KEYWORD PORTFOLIO COORDINATION
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Keywords : Long Tail or the Head?
Website i h Large U G
W b i with L User Generated C
d Content
PPC targets “head” keywords,
website may not be strong enough to dominate competitive keywords
SEO does long tail by
leveraging UGC content
l i
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Keywords : Long Tail or the Head?
Website i h Little None Di
W b i with Li l or N Diverse C
Content
SEO focuses on high cost “head “ keywords
via strong content creation and link building
PPC focuses on attaining immediate results
on l
low-cost “l
“long tail” keywords
il” k d
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PPC for Researching Page Titles
Test which ad copy title
has the highest CTR
Adapt high CTR ad copy
pg py
titles for actual page
titles
SEO is about high CTR
via organic search
results, not just h h
l high
rankings
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SEO & PPC Keyword Research Share
Instant SEO Research from PPC
Use a test campaign to see what keywords generate
the most impression (demand)
New Keywords from SEO
Mine your website analytics to understand the
different keyword permutation
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Main Takeaways from doing SEO & PPC Together
SEARCH MARKETING CONCLUSIONS
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Conclusions
Ideal Search Marketing is a united PPC & SEO
campaign: higher ROI, higher volume
SEO is best served for Long Term ROI
PPC is the most flexible and immediate
Both SEO & PPC can do long-term and head
g
keywords, depending on cost and available
content
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Other Related Topics
Agnostic Search Optimization:
g os c Sea c Op ao
Thinking of SEO Beyond Google, Yahoo, and PPC
http://www.emergence-media.com/2007/05/seo-is-
dead-where-is-your-audience-searching/
ddh i di hi /
Universal Search:
Optimizing Beyond the Webpage
http://www.emergence-media.com/2007/04/quick-post-
editorialization-of-google-results-and-the-change-in-seo/
See All Presentations at:
http://www.emergence-media.com/best-posts-roundup/
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About Daniel & Emergence Media
Daniel Riveong Emergence-Media
mail@emergence-media.com
mail@emergence media com http://emergence-media.com
http //emergence media com
Head of Search Marketing Began in 2006
at e-Storm International, Focuses on the interaction
San Francisco, California between Search Marketing
Emphasizes an integrated and Word-of-Mouth
approach to SEO PPC
SEO, PPC, Syndicated b 9Rules and
d d by l d
Social Media marketing Social Media Today
Over 10 years in the online
y
marketing industry
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