SEO & Integrated Marketing Campaigns<br />Mark BaartseConsulting DirectorFirst Rate<br />
What is the Value <br />of Branding?<br />
X<br />
Does SEO <br />really <br />build brand?<br />
$ = Research<br />
13% click through – Triumph!<br />How about the other 87%?<br />
X<br />Eye tracking <br />
SEO & PPC<br />
Click-Through Rate (CTR) is increased for the top organic listing if there is a top paid listing present as well.<br />
Unprompted brand recall: “When you think of fuel-efficient cars, which come to mind?”<br />
A 2.2x Lift in Aided Brand Recall When Brand Is in Top Sponsored and Top Organic Results<br />
How about branded searches?<br />
X<br />SEO is ranked as the #2 online marketing tactic for affecting brand perceptions.<br />
71% Of users expect<br />leading brands to be <br />on top of the search <br />results page<br />
Organic average: 21.5%<br />Top paid spot average: 14.5%<br />Organic + top spot: 24.8%<br />
Do People Trust SEM or Paid?<br />	 Do they even know the difference?<br />18%   No<br />82%   Yes<br />
Do People Trust SEM or Paid?<br />	Do users have more trust in natural results than sponsored results?<br />Definitely not...
Question<br /> Is your SEO purely performance focussed?<br />What parts of online do you consider branding?<br />
Performance vs Brand<br />
Search and ATL Campaigns<br />Include your search agency <br />Share your marketing calendar<br />Plan – SEO takes time<br...
Conversion Rate between Oct and Nov 09 averaged a 5.01% decrease YOY. Forecastinga 7.17% Conversion Rate for November 2010...
Typical SEO Measures<br />Non-branded organic traffic<br />Sales/leads<br />Rankings<br />Link quality<br />
Question<br />Is there tension between performance and brand?<br />How do you measure multiple KPIs?<br />Can SEO impact o...
X<br />
SEO<br />
X<br />Boring site = hard to SEO<br />
“Make Your Brand <br />Like Candy”<br />
Title<br />Meta Description<br />
HEAD TERMS<br />VS<br />LONG TAIL<br />
Question<br />Should you do SEO on Competitor brands?<br />
Social and SEO<br />Social in algo<br />(giant “like” button?)<br />
Good Site<br />=<br />Good SEO<br />AND<br />Improved Brand<br />
Questions?<br />Mark Baartse<br />Consulting Director <br />mark@firstrate.com.au<br />www.linkedin.com/in/markbaa<br />ww...
Reputation Management<br />What is your reputation contingency plan?<br />Does it include SEO?<br />
Blocking<br />Sub domains<br />Friendly articles<br />Press releases<br />Microsites<br />Linkedin<br /> Can (maybe) cheat...
Questions?<br />Mark Baartse<br />Consulting Director <br />mark@firstrate.com.au<br />www.linkedin.com/in/markbaa<br />ww...
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Mark Baartse, First Rate - 'SEO Part of Marketing'

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iStrategy Conference 2011: Mark Baartse, First Rate, 'SEO as Part of an Integrated Marketing Campaign' (Day One)

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  • About First Rate: First Rate(a wholly own subsidiary of Q Ltd ASX:QXQ) is a leading internet marketing consultancy that provides; search engine marketing (SEM), search engine optimisation (SEO), email marketing, performance marketing, conversion optimisation and website analytics services direct to a range of blue chip clients. First Rate offers a 1-tier paid search technology and service solution through its exclusive partnership with IgnitionOne (formerly SearchIgnite).
  • The biggest missed opportunity in SEO is branding.A strong brand= Increased CTR (SEO and PPC &gt; Quality score), Increased conversion rate
  • Search is typically disconnected from brand. Is this a problem? Yes - Search is usually not integrated in brand, and not considered part of brand. Personal experience verifies this. We want to get involved!
  • Spoke to Google. Any case studies to help? Very helpful! LOTS of case studies on SEM!
  • It is possible to do higher than 13%. This is analysis for First Rate managed PPC campaigns. If we did every spot, 58% CTR. We consistently get way above average CTR on PPC – shown by accounts we take over from others. Reality is PPC gets around 30%Consistent with our experience – we normally increase CTR about 50 – 100%. This is a combination of process, people and our technology – SearchIgnite, which has just been rebranding to Ignition One.
  • This is based on split up of organic results, not of all impressions. Other confounding factors. Reality: #1 gets 30% - 70%One of the biggest influencers: existing brand!Will talk about how to get that 30% closer to 70%
  • As you can see, the top results get the results!!
  • This is not a battle. They are both great channels. SEO and PPC support each other. The whole is greater than the sum of the parts.
  • Top spot for both, they add to each other.
  • Unprompted brand recallUsers had done related queries, such as “fuel efficient cars”Clearly a strong brand in the first place (see control).Still a good result. Look at top organic listing....
  • Note the impact of top organic vs top paid. About the same. One is a lot cheaper long term!
  • So that’s all about unbranded/generic searches. How about branded searches?It’s a question I hear a lot: Should I run SEM for brand queries?Who does a Google search for a brand term just to find the site?
  • PPC and SEO with brand terms. As PPC CTR goes up, so does SEO ctr.Even for branded terms, we typically see CTR of around 60% or so on organic. I was shocked when I did the research. True, a lot probably goes to #2, #3, etc. Other good reasons for running SEM on branded search, won’t go into that...
  • Survey done in the US, senior level marketing execs, on effectiveness.SEO second, higher even than display ads which are 4th.So that’s the execs. What do the people think?
  • Organic alone: average 21.5%Top paid spot: 14.5%
  • Study done a while ago on which people trust more. First question: can they even tell the difference!
  • This is a qual survey, what people say and what people do ain’t the same thing. But there is a perception of trust.
  • Just sales/leads?How about PPC?
  • SEO is typically a performance medium.
  • Close the loop on campaigns.
  • How other mediums affect search.Salesforce. November traditionally is a quiet month and conversions are poor. We ran a display campaign for them.
  • Implementation: how do we use SEO, an always on activity, to supportWhat sort of links does Google reward?Good link building = good brand building
  • Get Great Branding and SEO ResultsIf SEO is baked into your process:PR, Competitions, Viral, Much easier/effective
  • Boring sites are hard to SEO.
  • From the example this morning....Great for Tacos, and burgers. How about for insurance? Novated leasing? Hotel booking?
  • Anyone staying at the Hilton on the Park?Lovely reception. Who has been involved in designing a site? Arguments about colour? Senior execs almost in a fight about orange vs blue.
  • Who would think the Hilton would use this? Branding mistake?
  • This builds your brand, affects your CTR.Like EDM, people do subject line as an after thought sometimes – the most important point!
  • Can use PPC to drive CTR. But don’t have it the same as your PPC. Use it to drive different messages/diversity to maximise combined CTR.
  • Use personas if you have themQuestions/points to make at this point???
  • SEO CTR.
  • SEO CTR.
  • Universal:Youtube, images, news, then others; yahoo answers, etc......
  • If so how?
  • Future...... Yeah, social media. Present in social, but future in search.
  • Social search IS becoming real. Social as a signal – likes, shares, tweets, and friends and friends of friends.
  • Make your brand like candy......You need social to win in the serps.
  • Last week, iStrategy (amsterdam?). Facebook followers. Challenges.....
  • Questions?Now or on First Rate stand much of the time.
  • Questions?Now or on First Rate stand much of the time.
  • Mark Baartse, First Rate - 'SEO Part of Marketing'

    1. 1. SEO & Integrated Marketing Campaigns<br />Mark BaartseConsulting DirectorFirst Rate<br />
    2. 2. What is the Value <br />of Branding?<br />
    3. 3. X<br />
    4. 4. Does SEO <br />really <br />build brand?<br />
    5. 5. $ = Research<br />
    6. 6. 13% click through – Triumph!<br />How about the other 87%?<br />
    7. 7.
    8. 8.
    9. 9. X<br />Eye tracking <br />
    10. 10. SEO & PPC<br />
    11. 11. Click-Through Rate (CTR) is increased for the top organic listing if there is a top paid listing present as well.<br />
    12. 12. Unprompted brand recall: “When you think of fuel-efficient cars, which come to mind?”<br />
    13. 13. A 2.2x Lift in Aided Brand Recall When Brand Is in Top Sponsored and Top Organic Results<br />
    14. 14. How about branded searches?<br />
    15. 15.
    16. 16. X<br />SEO is ranked as the #2 online marketing tactic for affecting brand perceptions.<br />
    17. 17. 71% Of users expect<br />leading brands to be <br />on top of the search <br />results page<br />
    18. 18. Organic average: 21.5%<br />Top paid spot average: 14.5%<br />Organic + top spot: 24.8%<br />
    19. 19. Do People Trust SEM or Paid?<br /> Do they even know the difference?<br />18% No<br />82% Yes<br />
    20. 20. Do People Trust SEM or Paid?<br /> Do users have more trust in natural results than sponsored results?<br />Definitely not – 1.75%Probably not – 6.55%Maybe – 19.65%Probably so – 36.68%Definitely – 35.37%<br />
    21. 21. Question<br /> Is your SEO purely performance focussed?<br />What parts of online do you consider branding?<br />
    22. 22. Performance vs Brand<br />
    23. 23.
    24. 24. Search and ATL Campaigns<br />Include your search agency <br />Share your marketing calendar<br />Plan – SEO takes time<br />Budget<br />
    25. 25. Conversion Rate between Oct and Nov 09 averaged a 5.01% decrease YOY. Forecastinga 7.17% Conversion Rate for November 2010<br />Nov 2010 experienced a 39.43% uplift in Conversion Rate<br />
    26. 26. Typical SEO Measures<br />Non-branded organic traffic<br />Sales/leads<br />Rankings<br />Link quality<br />
    27. 27. Question<br />Is there tension between performance and brand?<br />How do you measure multiple KPIs?<br />Can SEO impact on brand be measured?<br />
    28. 28. X<br />
    29. 29. SEO<br />
    30. 30. X<br />Boring site = hard to SEO<br />
    31. 31. “Make Your Brand <br />Like Candy”<br />
    32. 32.
    33. 33.
    34. 34. Title<br />Meta Description<br />
    35. 35.
    36. 36.
    37. 37. HEAD TERMS<br />VS<br />LONG TAIL<br />
    38. 38.
    39. 39.
    40. 40.
    41. 41. Question<br />Should you do SEO on Competitor brands?<br />
    42. 42. Social and SEO<br />Social in algo<br />(giant “like” button?)<br />
    43. 43.
    44. 44. Good Site<br />=<br />Good SEO<br />AND<br />Improved Brand<br />
    45. 45.
    46. 46. Questions?<br />Mark Baartse<br />Consulting Director <br />mark@firstrate.com.au<br />www.linkedin.com/in/markbaa<br />www.firstrate.com.au<br />
    47. 47. Reputation Management<br />What is your reputation contingency plan?<br />Does it include SEO?<br />
    48. 48. Blocking<br />Sub domains<br />Friendly articles<br />Press releases<br />Microsites<br />Linkedin<br /> Can (maybe) cheat using QDF?<br />
    49. 49. Questions?<br />Mark Baartse<br />Consulting Director <br />mark@firstrate.com.au<br />www.linkedin.com/in/markbaa<br />www.firstrate.com.au<br />
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