PPC and SEO: How to Invest in Both with SEOMoz and Trada
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PPC and SEO: How to Invest in Both with SEOMoz and Trada

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PPC and SEO: How to Invest in Both ...

PPC and SEO: How to Invest in Both

You're an overwhelmed marketing department. How should you allocate time and budget?

Invest in both PPC and SEO. During this webinar, Head SEO Ruth Burr from SEOMoz and Account Director Matt Hessler from Trada will give you detailed, step-by-step instructions for dividing your time profitably between PPC and SEO - and getting the best possible return on investment.

Optimize for Quality Score: how to maximize your SEO investment and drive down click costs.
Keyword generation for the lazy and smart: build and referesh your SEO keyword list without all the rigamarole.
Three-martini lunch: overhaul your dashboards and take back your workweek with these time-saving tips.

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PPC and SEO: How to Invest in Both with SEOMoz and Trada PPC and SEO: How to Invest in Both with SEOMoz and Trada Presentation Transcript

  • TRADA’S SUMMER WEBINAR SERIESSEO and PaidSearch:How to Investin Both
  • SEO and Paid Search: Invest in Both @Trada | @seomoz Meet Your Speakers Ruth Burr Head SEO SEOMoz.org Loves grilled cheese @ruthburr COMPANIES WORKED WITH:
  • SEO and Paid Search: Invest in Both @Trada | @seomoz Meet Your Speakers Matt Hessler Director of Account Management, Trada 10 years of PPC and SEO Land Baron, Men’s Fashion Designer @fasterstill COMPANIES WORKED WITH:
  • SEO and Paid Search: Invest in Both @Trada | @seomoz Meet Your Speakers Anna Sawyer Marketer, Trada AdWords Qualified, AdCenter Enthusiastic Paid Search Educator @annafsawyer COMPANIES WORKED WITH:
  • SEO and Paid Search: Invest in Both @Trada | @seomoz #SEOandPPC Use the hashtag today and win $25 smackeroos.
  • SEO and Paid Search: Invest in Both @Trada | @seomoz SEO PPC giant lasers
  • SEO and Paid Search: Invest in Both @Trada | @seomoz Free Paid giant lasers
  • SEO and Paid Search: Invest in Both @Trada | @seomoz The meaning of “free”? SEO is time- consuming!
  • SEO and Paid Search: Invest in Both @Trada | @seomoz Have a budget for PPC and SEO. SEO
  • SEO and Paid Search: Invest in Both @Trada | @seomoz Planning to outsource? Allocate budget to audition your consultants.
  • SEO and Paid Search: Invest in Both @Trada | @seomoz Have a single-focus Goals for SEO goal that you are constantly and PPC monitoring... It’s more than just ROI. ...but also quarterly and weekly goals. % raise in ad position or organic rank CTR
  • SEO and Paid Search: Invest in Both @Trada | @seomoz Google masking keyword data Understanding SEO results is about using data to find patterns.
  • SEO and Paid Search: Invest in Both @Trada | @seomoz Think of it as integrated campaign Matt says, “Everyone always says this but they don’t do it.”
  • SEO and Paid Search: Invest in Both @Trada | @seomoz High-performing ad PPC is copy can be used for great for website copy/header tags testing everything PPC has built- Build out and refresh in A/B testing your SEO keyword list capabilities. with PPC search terms that convert Device usage data from PPC can inform
  • SEO and Paid Search: Invest in Both @Trada | @seomoz Keywords that are Audit/ driving traffic but not refresh your making money? SEO target •Change the landing keyword list page or stop targeting them At least quarterly. •Use your SEO long tail and PPC search query data to look for new keywords
  • SEO and Paid Search: Invest in Both @Trada | @seomoz Attribution is a problem At the end of the day, you need a cookie.
  • SEO and Paid Search: Invest in Both @Trada | @seomoz Optimize for Quality Score Maximize your SEO investment and work toward cheaper clicks and better conversions.
  • SEO and Paid Search: Invest in Both @Trada | @seomoz How Google makes money If you use a web “I don’t know... just Google it!” service that’s free, YOU are the product.
  • SEO and Paid Search: Invest in Both @Trada | @seomoz How Google makes money Google wants to keep you using Google, so it requires a high standard of relevance.
  • SEO and Paid Search: Invest in Both @Trada | @seomoz The rules for On-page SEO apply to SEO basics: Quality Score Keywords in URL, header and in Make sure your copy SEO and PPC teams are synced. Page freshness Engaging, relevant,
  • SEO and Paid Search: Invest in Both @Trada | @seomoz But make sure your landing page is readable How to toe the line between conversion- centric and SEO- optimized?
  • SEO and Paid Search: Invest in Both @Trada | @seomoz Full-funnel visualization Use PPC landing pages to test changes to your funnel on a subset of traffic before deploying them sitewide.
  • SEO and Paid Search: Invest in Both @Trada | @seomoz Take back the 3-martini lunch! Overhaul your dashboards.
  • SEO and Paid Search: Invest in Both @Trada | @seomoz Basic stats
  • SEO and Paid Search: Invest in Both @Trada | @seomoz Conversion tracking
  • SEO and Paid Search: Invest in Both @Trada | @seomoz Content Remember: you can have more than one dashboard. Reduce complexity to save time.
  • SEO and Paid Search: Invest in Both @Trada | @seomoz Better together! SEO PPC ★Great long-term ★Immediate results value ★Highly measurable ★Exposure, branding, and quantifiable awareness ★Pay for results ★High volume ★Fewer resources ★Users trust organic needed for success ★Granular targeting
  • SEO and Paid Search: Invest in Both @Trada | @seomoz Trada can help with paid search. Marketplace is a community The Trada of highly specialized PPC experts. When you join Trada, we assign experts to work for you. They do the work of paid search advertising while you maintain complete control.
  • SEO and Paid Search: Invest in Both @Trada | @seomoz Multiple experts work on your campaign at the same time. Trada’s Optimizer Community has experienced paid search experts who compete to beat TRADA OPTIMIZERS YOU your goals. They build and manage your campaigns profitably for you. Research Save time keywords Get a better ROI Write ad copy Maintain control of your brand Bid competitively and message Generate keywords Design ad groups
  • SEO and Paid Search: Invest in Both @Trada | @seomoz Trada Customer: “My mood inside the Trada dashboard is always smiling. It all just fits – the quality service, technology and account management. And I love that we’ve built a long-standing, mutually beneficial relationship.” - Denni Griffith, VP of Marketing, ProPricer
  • SEO and Paid Search: Invest in Both @Trada | @seomoz Type “I’d like a demo!” into the chat box. Live demo, 20 minutes Personalized campaign assessment Ask questions, get solutions
  • ?SEO and Paid Search: Invest in Both @Trada | @seomoz After the webinar, check your email for this free guide, SEO and PPC: Better @ruthburr Together @fasterstill @annafsawyer