Integrating SEO & PPC Search Marketing

Understanding Paid and Organic Search Marketing Integrating SEO & PPC in Research and Keywords EMERGENCE-MEDIA 1

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 EMERGENCE-MEDIA 2

How SEO & PPC are Different, How They Work Together DIFFERENCES AND STRENGTHS EMERGENCE-MEDIA 3

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 EMERGENCE-MEDIA 4

But when SEO + PPC Unites: “1 + 1 =3” 1 3 SEO True Search Marketing PPC EMERGENCE-MEDIA 5

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” EMERGENCE-MEDIA 6

Remember that People Experience Search as One Marketing Channel h k h l EMERGENCE-MEDIA 7

Who gets what keyword? SEO & PPC KEYWORD PORTFOLIO COORDINATION EMERGENCE-MEDIA 8

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 EMERGENCE-MEDIA 9

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 EMERGENCE-MEDIA 10

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 EMERGENCE-MEDIA 11

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 EMERGENCE-MEDIA 12

Main Takeaways from doing SEO & PPC Together SEARCH MARKETING CONCLUSIONS EMERGENCE-MEDIA 13

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 EMERGENCE-MEDIA 14

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/ EMERGENCE-MEDIA 15

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 EMERGENCE-MEDIA 16

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Integrating SEO & PPC Search Marketing

by Daniel Riveong on Oct 18, 2007

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Integrating SEO & PPC Search Marketing — Presentation Transcript