PPC Keyword Performance
Keyword Selection                                 Match    SearchSearch term                      Type     Volume   Clicks...
Using PPC Ad CopiesCelebrate new year on beautiful beaches of Goa. Ginger Hotels offers 2N/3Dcouple stay starting @ Rs 499...
Display Network
PPC Landing Page Vs SEO Conversion Page
Leverage ORM         Platforms where we have         full control over content         Variety (Think Links)
Integrate Link Building with ORM                       The “others” column here is                       largely unexplore...
Others  Profiles                            Crunchbase, Hubpages,                                   Squidoo               ...
OthersPictures                           Flickr             1Videos                  Vimeo, Youtube, Dailymotion   3      ...
Potential Link Profile
We Segregate                                    http://www.flipkart.coAwareness    Latest Mobile Phones     m/mobile/0/new...
Structure(The SEO Part)Awareness          Latest Mobile Phones                    Compare Android Interest           Phone...
Structure (The ORM Part)                   Profile Sites                  3rd Party BlogMapped URLs                YouTube...
The Entire ProcessSEO                        ORM
Keyword                       Keyword Mood   Mapped URLNew Mobile Phones             Awareness      http://www.flipkart.co...
The SMO Process & Where We Step In
How Can Social Media Analytics Help
Content Generation & Building Partnerships
The Obvious LinkSEO Link Equity    Referral Traffic
“Cache” In               Quick              natural             caching of               pages
Measuring the Impact
Formalizing a Process
Some Cool Tools to Try Out
SEO Synergies
SEO Synergies
SEO Synergies
SEO Synergies
SEO Synergies
SEO Synergies
SEO Synergies
SEO Synergies
SEO Synergies
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SEO Synergies

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The internet is the largest and the cheapest means of advertising available to man today. Major search engines like Google, Bing are used extensively by your customers to search for you online. With over 2 billion people using the internet every single day throughout the world, it is absolutely critical for businesses worldwide to utilize the internet wisely and ensure they have immense visibility on various search engines.

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  • There is no one dominant force in the spectrum of services that broadly constitute the sphere of Internet Marketing. In fact, Convonix believes that the myriad aspects viz. <a href="http://www.convonix.com/search-engine-optimization" title="SEO Services by Convonix">SEO</a>, PPC, SMM & ORM can work harmoniously with each other and build a profitable & sustainable digital marketing campaign.This presentation titled – “SEO Synergies” elucidates how the above mentioned service areas can assist each other with deeply insightful data. The kind of data that professionals in each service vertical churn out, will prove invaluable to all other fields. Internet marketing firms would do well to identify these synergies between verticals & establish healthy cooperation between them. Gradually <a href="http://www.convonix.com/" title="Internet Marketing Firm">internet marketing agencies</a> will evolve to offer full-fledged online branding campaigns which will have a healthy sprinkling of the best part of each of these service verticals.
  • -Let’s take a look at how your internet marketing strategy is complete when SEO is synergized with PPC, reputation management and social media.
  • - Pay per click Marketing has a lot to offer to SEO, let’s take a look.
  • - Keywords with higher CTR are more likely to generate organic traffic if pushed higher in rankings.‘CTR*Avg. position’ can also be considered since CTR is also a function of the position of the result in sponsored listings. Search query report should be analyzed on a frequent basis. It includes metrics of impression, clicks, CTR, conversion, conversion rate, campaign, ad group for SEO check impressions, clicks, CTR, conversions, Conversion rate. Add to this search volume, competition and ranks data to gain more perspective from a SEO standpoint
  • PPC can help in selecting long tail & generic, highly competitive keywords It can work as a testing ground, the results of which will provide concrete evidence to help refine keyword basket Same analysis can help determine selection of location specific keywords
  • - Use elements from Ad copies with high CTR as part of meta description- Can also be used for page titles for user appeal- Avoid using exact ad copy text and make them more descriptive. Get a good blend of USPs and keywords by maximizing the character limit
  • Analyze sources that drive in high traffic and also look for sources that bring in conversionsAs display network functions on keyword relevancy, SE’s themselves declare a decent relevancy quotientBuild content partnerships with such site thereby getting highly relevant back links
  • PPC is more conversion oriented and thus landing page has more focus on conversionSEO has both conversion & engagement metricsAnalyze conversion page with regards to bounce rate, exit rate and other metric to determine its performanceIncorporate elements that work on a PPC landing page onto the SEO conversion page
  • -Let us see how online reputation management can be integrated to your SEO strategy
  • Online reputation Management involves constant interaction on a variety of platforms over the internet. These are platforms which have been created with the sole intention of providing additional value to the clients brand name by Brand Managers can be effectively used by SEOs for creating a very diverse link profile. The value of this link is extremely high as it comes from a domain which is related to the brand and has content which is completely in sync with the page it is linked to. The best part is having complete control over the contents of the page, and hence we can be assured of a good link value over time as well.
  • Speaking of links, the first chart above shows a typical distribution of links across various platforms over the internet. It is very apparent that most link building profiles are heavily skewed towards directories. It is safe to assume around 60% links built in an SEO campaign are directories, 30% through the means of blogs and articles. Any other source of link building is largely unexplored and the only incoming links are from social media platforms like twitter and you tube and may contribute to a mere 10%. With the help of Platforms used by brand monitoring experts, SEOs can explore new avenues for link building. We can ensure that at least 30% incoming links are created to the website with the help of these platforms.
  • It is necessary to now look at options which would populate the other’s column.. In other words, who are others?
  • Various sites which allow you to post content are as above. SEO’s need to be in sync with with online brand monitoring to keep exploring various avenues to build quality links. Taking the ideal case and building only one link per platform will allow to build links from a variety of platforms. A few of these platforms have the potential to draw referral traffic to your website as well and hence should not be ignored.
  • Various sites which allow you to post content are as above. SEO’s need to be in sync with with online brand monitoring to keep exploring various avenues to build quality links. Taking the ideal case and building only one link per platform will allow to build links from a variety of platforms. A few of these platforms have the potential to draw referral traffic to your website as well and hence should not be ignored.
  • The graph is pretty self explanatory. The pie chart shows the potential link diversity which any profile can have. By exploring only a few platforms, we can see that there is a large variation in the incoming link profile. Over time, as we keep discovering new avenues of link building, the variety of links will only diversify further, thus ending dependency on paid blogs and directories.
  • The links look good. But is it practically feasible? Is there a way to sync up the activities of SEO and ORM which will help both?
  • This can be achieved with the help of a 3 – step process. IdentifySegregateMap
  • SEOs have a list of keywords for which rankings are monitored on a regular basis. These keywords are the backbone of every campaign. More often than not, link building is governed by only ranking potential of a particular keyword. Links are built to promote websites for high search volume keywords with the help of irrelevant paid links. This is ok in the short run but makes the website prone to penalties. The simplest analogy drawn is “More links = better rankings=better traffic”.While this is true to an extent, quality of links always matter in the long run. Having a very natural and diverse link profile will help secure the website from link penalties of any kind. Links from within content can be assumed to provide more quality than a directory link as it has very relevant content surrounding the link.The difficult part here becomes posting content relevant to the content on the landing page of the site. It will not be practically feasible to manage 100 different themes for content and randomly post it on various platforms across the internet. The simple solution would be segregating.Segregation can be made according to logical categorization of every campaign. For e.g. , for any general campaign, I may segregate keywords on the basis of what a user might search in a particular phase of a buying cycle. For every keyword and phase, I map one or more URLs which I need to promote for those set of keywords.
  • Once the URLs are properly mapped, the ball is in the other court. The SEO can now relax and let brand monitoring team take charge of the situation.
  • As Online Reputation Management requires a lot of content to be published on various platforms, the mapping data provides ample suggestions for them to have dedicated content themes on various sites.Reputation managers now have themes, keywords and reference URLs to publish and promote.So ideally, this is a win win situation for everyone 
  • The overall process of how SEO and Reputation Managers can have a mutually beneficial relationship.
  • Sample sheet which SEOs can provide the Reputation Managers.
  • Let’s take a look at how social media can impact SEO
  • Typical Steps involved in an SMO campaign SEO has little or no control over the first two phases During channel identification, SMO will generally give higher importance to those channels which have a higher brand presence On the other hand, SEO will identify those channels which have a higher theme presence i.e. the more mentions of terms/keywords which identify with the theme or business objective of the website Give content recommendations on the basis of SEO keyword mapping document. Again, SMO will give more weight to content having brand mentions and keyword theming will not be a high priority for them
  • Measure brand popularity over different social platforms Target a few platforms which have highest brand mentions and positive brand sentiments
  • Brand keyword association with positive sentiments Compare data from Insights & these tools to correlate search trends with user sentiments and target keywords which fall under this set Build content partnerships as in ORM Provide keyword mapping document
  • URL Shortners Surround your shared links with relevant keywords or hash tags Paid social links, e.g. - SponsoredTweets.com Link pages other than the homepage as per keyword mapping document – e.g. Twitter
  • Social bookmarking websites get cached very frequently Can integrate it with dynamic sections of the websites such as the ‘News Section’. In this case, headers on these pages will be used as titles in bookmarking sites and hence the headers need to be optimized accordingly
  • Need to measure the impact of social media SEO on traffic Increase in traffic from referral sources need to be correlated with links built on these social platforms. In addition, an SMO => rank correlation also needs to be determined. Multichannel funnels can be useful in tracking such causal chains using assisted conversions. Create custom channel groupings in new GA based and track the number of assisted conversions from these channels.
  • - The entire process can be streamlined and formalized into a standard series of steps
  • - Some useful free online tools categorized on the basis of platforms on which analysis is to be carried out
  • - The internet is the largest and the cheapest means of advertising available to man today. Major search engines like Google, Bing are used extensively by your customers to search for you online. With over 2 billion people using the internet every single day throughout the world, it is absolutely critical for businesses worldwide to utilize the internet wisely and ensure they have immense visibility on various search engines. Integrating all aspects of your internet marketing will give you a higher ROI for your efforts.
  • SEO Synergies

    1. 1. PPC Keyword Performance
    2. 2. Keyword Selection Match SearchSearch term Type Volume Clicks Impressions CTR Conv Conv. Ratehow to invest in gold exact 1600 146 2417 6.04% 24 16.44%what is demat account phrase 1900 83 2380 3.49% 9 10.84%low brokerage trading account phrase 390 51 618 8.25% 5 9.80%lowest brokerage charges inindia exact 58 9 126 7.14% 1 11.11%
    3. 3. Using PPC Ad CopiesCelebrate new year on beautiful beaches of Goa. Ginger Hotels offers 2N/3Dcouple stay starting @ Rs 4999 with complimentary breakfast. Pick up servicesavailable
    4. 4. Display Network
    5. 5. PPC Landing Page Vs SEO Conversion Page
    6. 6. Leverage ORM Platforms where we have full control over content Variety (Think Links)
    7. 7. Integrate Link Building with ORM The “others” column here is largely unexploredORM can help here
    8. 8. Others Profiles Crunchbase, Hubpages, Squidoo 3 Weebly, Tumblr, Livejournal, W3rd Party Micro Sites ordpress, Yola, Squarespace 6 (Paid), Etc Slideshare, Authorstream, Presentation Scribd 3
    9. 9. OthersPictures Flickr 1Videos Vimeo, Youtube, Dailymotion 3 16 links from 16 different platforms
    10. 10. Potential Link Profile
    11. 11. We Segregate http://www.flipkart.coAwareness Latest Mobile Phones m/mobile/0/new- releases Compare Android http://www.flipkart.co Interest Phones, Compare m/mobiles/compare Galaxy Ace Galaxy Y Blackberry Bold http://www.flipkart.co Desire m/mobiles/blackberry Price http://www.flipkart.co Buy Samsung Galaxy m/mobiles/samsung/g Action alaxy-note-n-7000- Note itmd3ngdghh2rep8 PHASE KEYWORDS MAPPED URL
    12. 12. Structure(The SEO Part)Awareness Latest Mobile Phones Compare Android Interest Phones, Compare Galaxy Ace Galaxy Y Mapped Desire Blackberry Bold URLs Price Buy Samsung Galaxy Action Note PHASE KEYWORDS
    13. 13. Structure (The ORM Part) Profile Sites 3rd Party BlogMapped URLs YouTube/Slideshare Other Content A Happy SEO Partners
    14. 14. The Entire ProcessSEO ORM
    15. 15. Keyword Keyword Mood Mapped URLNew Mobile Phones Awareness http://www.flipkart.com/mobile/0/new-releasesLatest Mobile Phones Awareness http://www.flipkart.com/mobile/0/new-releasesBest Selling Mobile Phones Awareness http://www.flipkart.com/mobile/0/new-releasesCompare Android Phones Interest http://www.flipkart.com/mobiles/compareCompare Mobile Phones Interest http://www.flipkart.com/mobiles/compareCompare Galaxy Ace Galaxy Y Interest http://www.flipkart.com/mobiles/compareBlackberry Bold Price Desire http://www.flipkart.com/mobiles/blackberry http://www.flipkart.com/mobiles/samsung/galaxy-note-n-7000-Buy Samsung Galaxy Note Action itmd3ngdghh2rep8
    16. 16. The SMO Process & Where We Step In
    17. 17. How Can Social Media Analytics Help
    18. 18. Content Generation & Building Partnerships
    19. 19. The Obvious LinkSEO Link Equity Referral Traffic
    20. 20. “Cache” In Quick natural caching of pages
    21. 21. Measuring the Impact
    22. 22. Formalizing a Process
    23. 23. Some Cool Tools to Try Out

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