PAID SEARCH & SEO WORKING    TOGETHER          PREPARED FOR //  DMA ANNUAL CONFERENCE            OCTOBER 2012
SEARCH ENGINE MARKETING SHARE                               Image source: http://searchengineland.com/september-search-sha...
SEARCH IS THE CATALYST•   Push vs. Pull Marketing•   Driving measurable sales / leads on the web•   Marketing has a respon...
THE FACTS…….20% of daily queries have never been seen on Google70% of queries in the U.S. have no exact matched keywords54...
ANALYTICSTHE FOUNDATION OF EVERY PROGRAMWeb analytics has grown to include acomprehensive analysis of all yourweb efforts,...
KEYWORDDEVELOPMENT@Location3 / @Andrew_Beckman
KEYWORDSEGMENTATIONSegmenting branded andunbranded keywords based                                RESEARCH   SHOPon consume...
KEYWORD EXAMPLES•     Match Type Strategy•     Exact Match Focus•     Relevance•     Extensive Negative Build    @Location...
KEYWORDDEVELOPMENT TOOLS@Location3 / @Andrew_Beckman
KEYWORD DEVELOPMENTSOCIAL•   Use social monitoring to optimize    keyword lists for paid and SEO•   # Hashtag•   Community...
AD COPYDEVELOPMENT@Location3 / @Andrew_Beckman
AD COPYEXAMPLESSite LinksSite Links  @Location3 / @Andrew_Beckman
BRAND MESSAGING• Create keyword strategiesthat are relevant to currentsearch trends and habits.• Understand what forms ofy...
GOOGLE SHOPPING• Optimize keywords inproduct titles and descriptions• Add trusted merchantreviews to help establishconsume...
E-COMMERCE FEEDSADWORDSRESULTSGoogle now allows you tolink specific product pages toPPC ads.The ad will feature theproduct...
PPC ADS &SEO CLICKS        Source:           http://googleresearch.blogspot.com/2012/03/impact-of-organic-ranking-on-ad-cl...
KEYWORDANALYSIS• Identify high performingkeywords• Analyze conversionpercentages• Decide which keywords orphrases can be u...
CONVERSION PATHBY KEYWORDS• Optimize campaigns based onpost click activity and conversion%• Identify keyword themes• Devel...
IMPORTANCE OF URL TAGGINGWITH NEW MULTI CHANNELFUNNELSGoogle Analytics, as with the rest of the web analytics industry,is ...
PAID SEARCHTOOLS OF THE TRADE@Location3 / @Andrew_Beckman
LANDING PAGESPPC & SEO• Optimize landing pages using high quality content andhigh volume keywords based on conversion data...
KEYWORDSATURATIONContent strategies to increasethe amount of phrases we areranking on within the SE’s.Keywords should appe...
KEYWORDSATURATION                               Higher Rankings                                     Appear on more terms@L...
KNOWING YOUR    POSITIONS•    Understand the terms that     convert on PPC•    Identify where the same PPC     key phrases...
ON PAGE ATTRIBUTES•      Creating “tags” for like content (category       themes)•      Create breadcrumbs (Internal Linki...
GOOGLE PANDA UPDATE (FEB2011)RANKING FACTORSPenalizing Scrapping ContentOver optimization of keywords on a pageLow quality...
GOOGLE’S PENGUINUPDATELaunched April 24, 2012, the Penguin updatetargeted over-optimized anchor text and“unnatural” links....
GOOGLE’S VENICE UPDATEIncreased the amount of local and organic blended results, making the connectionbetween both local a...
EXAMPLE OF                               BLENDED                               RESULTS@Location3 / @Andrew_Beckman
PaidTHEANATOMY OFA LOCAL “Triple threat”SEARCH                           Maps                        Organic @Location3 / ...
WAYS TOBUILDBACKLINKS                                           Directories                               Blogger         ...
WHAT IS INFLUENCER         OUTREACH?                Finding the influencers                      Building a relationship  ...
CONNEC                                                                            INFLUENCTING                            ...
BACKLINK EXAMPLE                                  http://www.fastsigns.com/597-syracuse-nyhttp://businessfinder.syracuse.c...
FRESH CONTENT The search engines prefer to rank websites that they consider to be more current as that would signify relev...
SEOTOOLS OF THE TRADE @Location3 / @Andrew_Beckman
WEBMASTER TOOLSGoogle and Bing both give you accessto communicate to the search engines.Tools should be organized onyour s...
BACKLINK PORTFOLIOTIPS•   What does it look like?•   Are their any issues with links that    you should know about?•   Ana...
OUTRANKING NEGATIVE CONTENT @Location3 / @Andrew_Beckman
CREATE PROFILE ON SOCIAL NETWORKS @Location3 / @Andrew_Beckman
CREATE MICROSITES•   Develop new online assets to rank for brand terms (or other desired phrases)•   Purchase branded URLs...
@Location3 / @Andrew_Beckman
PERSONALIZED RESULTS                                VS                                . @Location3 / @Andrew_Beckman
SUMMARY•   Paid campaigns and your site architecture should complement each other•   Use PPC search query data to uncover ...
FIND MESearch Marketing Labs:Surf C, Level 2Ask the Expertsroundtable: Exhibit Hall Andrew Beckman CEO abekman@location3.c...
How to Balance Your PPC and SEO Campaigns
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How to Balance Your PPC and SEO Campaigns

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  • http://www.quora.com/How-many-search-queries-does-Google-serve-worldwide-every-day
  • Content strategies adding to the amount of phrases you are ranking on
  • This slide should be customized for the client you are pitching
  • Variance of the Anchor Text
  • The entire second half of the first page of results are all branded microsites that we developed and nurtured with great content, internal SEO strategy, link building, resource sections and continuous updates.
  • How to Balance Your PPC and SEO Campaigns

    1. 1. PAID SEARCH & SEO WORKING TOGETHER PREPARED FOR // DMA ANNUAL CONFERENCE OCTOBER 2012
    2. 2. SEARCH ENGINE MARKETING SHARE Image source: http://searchengineland.com/september-search-share-yahoo-continues-downward-slide-136112@Location3 / @Andrew_Beckman
    3. 3. SEARCH IS THE CATALYST• Push vs. Pull Marketing• Driving measurable sales / leads on the web• Marketing has a responsibility to increase visits from both paid and organic search efforts@Location3 / @Andrew_Beckman
    4. 4. THE FACTS…….20% of daily queries have never been seen on Google70% of queries in the U.S. have no exact matched keywords54% of queries in the U.S. have 3 or more words and that number is risingGoogle: 34,000 searches per second (2 million per minute; 121 million per hour; 3 billion per day; 88billion per month)Don’t let your customers slip through the cracks. Having a properly structured, targeted, andoptimized paid search strategy can help you further enhance SEO efforts and capture the traffic yourcompetitors are missing.@Location3 / @Andrew_Beckman
    5. 5. ANALYTICSTHE FOUNDATION OF EVERY PROGRAMWeb analytics has grown to include acomprehensive analysis of all yourweb efforts, from your website to yoursocial assets and more.Segmented data between paid andorganic search can help clarify trafficand conversion information on yoursite.@Location3 / @Andrew_Beckman
    6. 6. KEYWORDDEVELOPMENT@Location3 / @Andrew_Beckman
    7. 7. KEYWORDSEGMENTATIONSegmenting branded andunbranded keywords based RESEARCH SHOPon consumer intent, interestlevel, or search volume iskey to delivering highquality, relevant searchresults. ADVOCATE BUY @Location3 / @Andrew_Beckman
    8. 8. KEYWORD EXAMPLES• Match Type Strategy• Exact Match Focus• Relevance• Extensive Negative Build @Location3 / @Andrew_Beckman
    9. 9. KEYWORDDEVELOPMENT TOOLS@Location3 / @Andrew_Beckman
    10. 10. KEYWORD DEVELOPMENTSOCIAL• Use social monitoring to optimize keyword lists for paid and SEO• # Hashtag• Community Q&A Sites• Forums@Location3 / @Andrew_Beckman
    11. 11. AD COPYDEVELOPMENT@Location3 / @Andrew_Beckman
    12. 12. AD COPYEXAMPLESSite LinksSite Links @Location3 / @Andrew_Beckman
    13. 13. BRAND MESSAGING• Create keyword strategiesthat are relevant to currentsearch trends and habits.• Understand what forms ofyour services resonate mostwith your target audience.• Keep brand messagingconsistent in both PPC ad copyand SEO content. Source: http://www.catalystsearchmarketing.com/2012/07/3-tips-to-understand-your-audience-and-how-they-search/@Location3 / @Andrew_Beckman
    14. 14. GOOGLE SHOPPING• Optimize keywords inproduct titles and descriptions• Add trusted merchantreviews to help establishconsumer confidence andrank favorably with the newShopping algorithm• Add rich snippets to yourdata feed, such as individualproduct reviews@Location3 / @Andrew_Beckman
    15. 15. E-COMMERCE FEEDSADWORDSRESULTSGoogle now allows you tolink specific product pages toPPC ads.The ad will feature theproduct, often with reviews,and will take the user directlyto the product page where apurchase can be made.This is a great way to giveyour existing e-commerceefforts a boost.@Location3 / @Andrew_Beckman
    16. 16. PPC ADS &SEO CLICKS Source: http://googleresearch.blogspot.com/2012/03/impact-of-organic-ranking-on-ad-click.html
    17. 17. KEYWORDANALYSIS• Identify high performingkeywords• Analyze conversionpercentages• Decide which keywords orphrases can be used in organicsearch efforts• Optimize for clicks &conversions• NOTE: SEO data is nowintegrated into analytics andsocial media via WebmasterTools Image source: http://www.markcregan.com/wp-content/uploads/2010/06/keyword-conversion-rates.png @Location3 / @Andrew_Beckman
    18. 18. CONVERSION PATHBY KEYWORDS• Optimize campaigns based onpost click activity and conversion%• Identify keyword themes• Develop new ad groups• Continue to optimize forperformance @Location3 / @Andrew_Beckman
    19. 19. IMPORTANCE OF URL TAGGINGWITH NEW MULTI CHANNELFUNNELSGoogle Analytics, as with the rest of the web analytics industry,is moving toward a model that looks across multiple usersessions to analyze the true channel influence on yourconversions.With this new model for web analytics, it is absolutely crucial thatall web marketing efforts be properly tagged for GoogleAnalytics, so that when your visitors reach your site, you knowhow they got there, every step of the way. Google Analytics URL Builder@Location3 / @Andrew_Beckman
    20. 20. PAID SEARCHTOOLS OF THE TRADE@Location3 / @Andrew_Beckman
    21. 21. LANDING PAGESPPC & SEO• Optimize landing pages using high quality content andhigh volume keywords based on conversion data• Proper keyword saturation on landing pages increases rank and indexing in SERPs• Heat mapping tools allow for testing different versionsof landing pages to see which ones perform the best.(Crazy Egg, Clicktale)• Build landing pages that will index and target specificterms to rank organically• Target 2-3 keyword phrases per page; consider 1keyword for page@Location3 / @Andrew_Beckman
    22. 22. KEYWORDSATURATIONContent strategies to increasethe amount of phrases we areranking on within the SE’s.Keywords should appear in yourvisible content, but also in yourmeta-tags, page title tags, altimages, videos and anchor text.@Location3 / @Andrew_Beckman
    23. 23. KEYWORDSATURATION Higher Rankings Appear on more terms@Location3 / @Andrew_Beckman
    24. 24. KNOWING YOUR POSITIONS• Understand the terms that convert on PPC• Identify where the same PPC key phrases are ranking well organically• Isolate “red zone” PPC terms and focus link building strategies for SEO around those phrases @Location3 / @Andrew_Beckman
    25. 25. ON PAGE ATTRIBUTES• Creating “tags” for like content (category themes)• Create breadcrumbs (Internal Linking)• Create attractions / events / offers content pages that increase our keyword saturation Image source: http://www.userplus.org/blog/wp-content/files_flutter//breadcrumb_canadamortgageandhousingcorporation.jpeg @Location3 / @Andrew_Beckman
    26. 26. GOOGLE PANDA UPDATE (FEB2011)RANKING FACTORSPenalizing Scrapping ContentOver optimization of keywords on a pageLow quality contentPoor user metrics (e.g. high bounce rate, low timespent on page)Site technical issues or websites built using templatesSeptember 27th 2012 – Panda’s 20th update Source: http://www.michaelcropper.co.uk/2012/02/ultimate-guide-to-the-google-panda-algorithm-821.html#factors
    27. 27. GOOGLE’S PENGUINUPDATELaunched April 24, 2012, the Penguin updatetargeted over-optimized anchor text and“unnatural” links.This update reinforced the need for relationshipbuilding, not link building.Know your backlink portfolio. @Location3 / @Andrew_Beckman
    28. 28. GOOGLE’S VENICE UPDATEIncreased the amount of local and organic blended results, making the connectionbetween both local and SEO efforts more important than ever.@Location3 / @Andrew_Beckman
    29. 29. EXAMPLE OF BLENDED RESULTS@Location3 / @Andrew_Beckman
    30. 30. PaidTHEANATOMY OFA LOCAL “Triple threat”SEARCH Maps Organic @Location3 / @Andrew_Beckman
    31. 31. WAYS TOBUILDBACKLINKS Directories Blogger Leverage Outreach Relationships Your Webpage Social Media Press Engagement Releases@Location3 / @Andrew_Beckman
    32. 32. WHAT IS INFLUENCER OUTREACH? Finding the influencers Building a relationship Using a combination of SEO and social Contacting the influencers to discuss an tools to locate individuals with social ongoing relationship of mutual content reach within our targeted categories hosting and promotion Getting to know them The payoff Gathering both social and blog data, such Obtaining ongoing guest posts containing as readership, followers and fans, as well links and sharing of our content through as persona data to understand who these their well-qualified social networks. people are Showing the love Understanding the value Engaging with them through social Measuring success based on both SEO channels, linking to and sharing their and social factors, including links, content. engagements, shares traffic, status of relationships, etc.@Location3 / @Andrew_Beckman
    33. 33. CONNEC INFLUENCTING ERS WITH THE 1. You should follow the influencers on all available social media networks from your brand accounts (Note: brand pages cannot follow personal pages first on Facebook and Google+). 2. Organize influencers into a specific list on Twitter and circle on Google+.@Location3 / @Andrew_Beckman
    34. 34. BACKLINK EXAMPLE http://www.fastsigns.com/597-syracuse-nyhttp://businessfinder.syracuse.com/NY-Jamesville/Graphic-Designer-and-Artist-Services @Location3 / @Andrew_Beckman
    35. 35. FRESH CONTENT The search engines prefer to rank websites that they consider to be more current as that would signify relevance to their users. My regularly adding fresh content, the search engines will see it as an active and up to date website Many content strategies live at the national level, but sometimes there are opportunities on the local side to develop fresh content • Sites Blog • Refresh content • Add new sub-pages@Location3 / @Andrew_Beckman
    36. 36. SEOTOOLS OF THE TRADE @Location3 / @Andrew_Beckman
    37. 37. WEBMASTER TOOLSGoogle and Bing both give you accessto communicate to the search engines.Tools should be organized onyour sites currently for both engines.Highlights: Set quick links Errors on your site that needs to be fixed See the backlinks pointing to your site@Location3 / @Andrew_Beckman
    38. 38. BACKLINK PORTFOLIOTIPS• What does it look like?• Are their any issues with links that you should know about?• Analyze competitor portfolio to find sites you should have you links on.@Location3 / @Andrew_Beckman
    39. 39. OUTRANKING NEGATIVE CONTENT @Location3 / @Andrew_Beckman
    40. 40. CREATE PROFILE ON SOCIAL NETWORKS @Location3 / @Andrew_Beckman
    41. 41. CREATE MICROSITES• Develop new online assets to rank for brand terms (or other desired phrases)• Purchase branded URLs• Write compelling copy• Optimize site architecture with key phrases• Anchor text backlinks@Location3 / @Andrew_Beckman
    42. 42. @Location3 / @Andrew_Beckman
    43. 43. PERSONALIZED RESULTS VS . @Location3 / @Andrew_Beckman
    44. 44. SUMMARY• Paid campaigns and your site architecture should complement each other• Use PPC search query data to uncover top performing terms to focus on organically• Develop landing pages with optimized content for keywords on PPC and SEO efforts• Create an influencer outreach target list and strategy to gain high quality links back to your own site• Incorporate content such as videos and images tagged with proper keywords that rank well• As always TEST >> TRACK >> MEASURE@Location3 / @Andrew_Beckman
    45. 45. FIND MESearch Marketing Labs:Surf C, Level 2Ask the Expertsroundtable: Exhibit Hall Andrew Beckman CEO abekman@location3.com 720.881.8519 @Andrew_Beckman Location3.com @Location3 facebook.com/Location3Media
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