SEO vs PPC Search, by Kevin Roy, Co-Founder of Green Banana

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Kevin Roy presents on cutting-edge changes in search algorithms, including how to know when to invest in paid vs organic search strategy for lead generation

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SEO vs PPC Search, by Kevin Roy, Co-Founder of Green Banana

  1. 1. No Monkey Business. Just Results! PPC vs Organic Search: Pros and Cons www.GreenBananaSEO.com www.GreenBananaSEO.com 978.338.6500 kroy@greenbananaseo.com
  2. 2. Driving Traffic to Your Website While there are multiple ways to drive traffic to your website including various social media platforms (including Facebook, Twitter, Pinterest etc.), emails, blogs, banner ads and more. We have found that the two most Consistent, Measurable and Effective ways are SEO & SEM. SEO: Search Engine Optimization SEM: Search Engine Marketing (Paid Search, Pay-Per-Click or Adwords) www.GreenBananaSEO.com 978.338.6500 kroy@greenbananaseo.com 2
  3. 3. WHAT IS SEO/SEM S.E.R.P Paid Search Results www.GreenBananaSEO.com 978.338.6500 kroy@greenbananaseo.com 3
  4. 4. “I never click the paid area!” www.GreenBananaSEO.com 978.338.6500 kroy@greenbananaseo.com 4
  5. 5. Organic Search Results (Pros - Case Study) Credit: Marketing Sherpa www.GreenBananaSEO.com 978.338.6500 kroy@greenbananaseo.com 5
  6. 6. Organic Search Results Pros Cons 70 - 80% Of Searches Occur In The Organic Area Slower To Rank More Time Consuming More Volume Cannot Be Scheduled (If Your On Page 1 Your There 24/7) Better ROI Once You Gain Positive SEO Ranking It Is Hard to be Dethroned If You Keep Up Relevance Counts (Relevance is All That Counts & No Catchy Title Tags) Higher Level of Trust Typically Requires Constant Monitoring and Updates www.GreenBananaSEO.com 978.338.6500 kroy@greenbananaseo.com 6
  7. 7. Organic Search Results (Pros - Client Study) More Volume www.GreenBananaSEO.com 978.338.6500 kroy@greenbananaseo.com 7
  8. 8. Organic Search Results (Pros - Client Study) More Volume www.GreenBananaSEO.com 978.338.6500 kroy@greenbananaseo.com 8
  9. 9. Organic Search Results (Pros - Client Study) More Volume www.GreenBananaSEO.com 978.338.6500 kroy@greenbananaseo.com 9
  10. 10. Organic Search Results (Pros - Client Study) More Volume www.GreenBananaSEO.com 978.338.6500 kroy@greenbananaseo.com 10
  11. 11. Organic Search Results (Pros - Client Study) ROI – Breakdown PPC Monthly Spend: $3,000.00 Leads: 77 App Conversions; 50 Phone Conversions: Total 127 Leads Total Cost Per Lead: $23.62 SEO Monthly Spend: $1,750.00 Leads: 1,214 App Conversions; Not Tracking Phone Conversions: Total 1,214 Leads Total Cost Per Lead: $1.44 www.GreenBananaSEO.com 978.338.6500 kroy@greenbananaseo.com 11
  12. 12. Organic Search Results (Pros – Case Study) Reported Higher Level of Trust Credit: Unbounce www.GreenBananaSEO.com 978.338.6500 kroy@greenbananaseo.com 12
  13. 13. Organic Search Results (Cons) Slower to Rank More Time Consuming Example: Creating a Blog for the Purpose of Increasing Site Authority & Relevance. Pro: Blog creation is a great way to build internal links and attract external links naturally Con: A Blog in and of itself will not create any links, it is what you do with it that build links Con: Typical time to see market improvements in ranking: 8-12 weeks www.GreenBananaSEO.com 978.338.6500 kroy@greenbananaseo.com 13
  14. 14. Organic Search Results (Cons) Relevance Counts (Relevance Is All That Counts!!!…. No Catchy Title Tags) #1 PPC #1 Organic www.GreenBananaSEO.com 978.338.6500 kroy@greenbananaseo.com 14
  15. 15. Organic Search Results (Cons) Typically Requires Constant Monitoring and Updates “Each year, Google changes its search algorithm around 500–600 times. While most of these changes are minor, Google occasionally rolls out a "major" algorithmic update (such as Google Panda and Google Penguin) that affects search results in significant ways.” Moz.com Just A Few “Major Ones” In The Last 6 Months Authorship Shake-up — December 19, 2013 Penguin 2.1 (#5) — October 4, 2013 Hummingbird — August 20, 2013 Panda Recovery — July 18, 2013 www.GreenBananaSEO.com 978.338.6500 kroy@greenbananaseo.com 15
  16. 16. Paid Search Results Pros Cons Fast Ranking 20 – 30 % SERP Volume Can Be Geotargeted Typically More Expensive Great For “Geo Terms” Not Suitable for SEO Can Lose $ Fast If Not Managed Correctly Ads Can Be Written To Take Advantage Of Broad Terms Complex Set Up Can Be Scheduled You Are Bidding On More Keyword Phrases Than You Think! Great For Testing Unknowns Relevance Doesn‘t Matter If Your Willing To Pay For It (Just Don’t Expect Great Conversion Rates) More Flexibly With Ad Copy – Often Leading To Higher Conversion Rates www.GreenBananaSEO.com 978.338.6500 kroy@greenbananaseo.com 16
  17. 17. Paid Search Results (Pros - Client Study) Can Be Geotargeted On Broad Terms Great For “Geo Terms” Not Suitable For SEO SEO Ford Dealers in Boston Ford Dealership Boston SEO? Ford Fusion Boston Ford Expedition Boston www.GreenBananaSEO.com 978.338.6500 kroy@greenbananaseo.com 17
  18. 18. Paid Search Results (Pros - Client Study) Ads Can Be Written To Take Advantage Of Broad Terms This store ONLY sells Dress Hats, but competes for business in by bidding on the keyword “hats” www.GreenBananaSEO.com 978.338.6500 kroy@greenbananaseo.com 18
  19. 19. Paid Search Results (Pros - Client Study) Can Be Scheduled (To Take advantage Of Higher Conversion Times) www.GreenBananaSEO.com 978.338.6500 kroy@greenbananaseo.com 19
  20. 20. Paid Search Results (Pros - Client Study) Great For Testing Unknowns MA Campaign Health Insurance Conversion Rate 5.23% Medical Insurance Conversion Rate 2.33% FL Campaign Health Insurance Conversion Rate 1.64% Medical Insurance Conversion Rate 4.28% www.GreenBananaSEO.com 978.338.6500 kroy@greenbananaseo.com 20
  21. 21. Paid Search Results (Pros) More Flexibly With Ad Copy – Often Leading To Higher Conversion Rates #1 PPC #1 Organic www.GreenBananaSEO.com 978.338.6500 kroy@greenbananaseo.com 21
  22. 22. Paid Search Results (Cons - Client Study) Typically More Expensive PPC Monthly Spend: $3,000.00 Leads: 77 App Conversions; 50 Phone Conversions: Total 127 Leads Total Cost Per Lead: $23.62 SEO Monthly Spend: $1,750.00 Leads: 1,214 App Conversions; Not Tracking Phone Conversions: Total 1,214 Leads Total Cost Per Lead: $1.44 www.GreenBananaSEO.com 978.338.6500 kroy@greenbananaseo.com 22
  23. 23. Paid Search Results (Cons - Client Study) Can Lose $ Fast if Not Managed Correctly BEFORE AFTER www.GreenBananaSEO.com 978.338.6500 kroy@greenbananaseo.com 23
  24. 24. Paid Search Results (Cons - Client Study) You Are Bidding On More Keyword Phrases Than You Think! www.GreenBananaSEO.com 978.338.6500 kroy@greenbananaseo.com 24
  25. 25. About Green BananaSEO We saw an opportunity amidst in the category of search engine optimization (SEO) providers. There was a strong current of overused buzzwords like “keyword clusters,” “behavior diagnostics” and “search influencers” floating around. Waves of flashy sales presentations made SEO look like black magic. Prices to clients were on the rise while performance and accountability were sinking. GreenBanana is born. We are a scrappy, hard-working group of people passionate about connecting prospects to your business every day. We are laser-focused on performance. We strive to build trustworthy relationships with each and every client. We keep it simple by doing the work and clearly communicating our process to clients. Accountability and results are our “buzzwords.” And it’s not just lip service. We speak it but we also created a structure for our clients so they could believe it. That’s why our philosophy is so simple: Page One Or You Don’t Pay. www.GreenBananaSEO.com 978.338.6500 kroy@greenbananaseo.com 25
  26. 26. The Value of GreenBanana’s SEO Solution Pay-for-Performance Turn Key Auto-Adaptive Creative SEO Experts If your keyword phrases do not rank on page one of the search engine, you do not pay. We handle everything so you don’t have to but will never leave you in the dark on progress or results. Google made over 500+ changes to their algorithms in 2013. We adapt to these changes to ensure your SEO campaign remains untouched. We find great creative freedom within our framework. Every client has their own needs and we customize and innovate as necessary. Our in-house staff has been managing SEO campaigns for clients for the last 11 years. We have the experience and thought-leadership to compete on any scale. www.GreenBananaSEO.com 978.338.6500 kroy@greenbananaseo.com 26
  27. 27. WHO WE ARE At our core we are a search engine optimization company who is relentless about connecting prospects to exactly what they are looking for within your business offering. Consistently Exceed Industry Average Rankings 50 Dunham Road Suite 1250, Beverly 20+ Business Verticals 300+ Clients, Local & National 15+ Years Digital Marketing Experience 8,000+ Keywords Managed Monthly & Growing Every Day www.GreenBananaSEO.com 89% Of All Local Keywords We Manage Across Every Client Are On Page One 978.338.6500 kroy@greenbananaseo.com 27
  28. 28. To Download a Copy of this Presentation ThatPresentationKickedButt.com OR GreenBananaSEO.com/FTS www.GreenBananaSEO.com 978.338.6500 kroy@greenbananaseo.com 28

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