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Inbound Innovation Women 2018 PPC and SEO Winning Together

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Top three ways to make SEO and SEM work together: transactional/research oriented SERPs, local, and audiences.

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Inbound Innovation Women 2018 PPC and SEO Winning Together

  1. 1. SEM & SEO Winning Together! Navah Hopkins
  2. 2. | #INBOUNDand #INBOUND18 #InnovationWomen @navahf @WordStream 2 SEO and SEM Don’t Always Get Along
  3. 3. 3 Agenda • Transactional Search vs Research • Owning your local brand • Audiences • Worked in digital marketing since 2008 • Work with agencies and advertisers across WordStream’s international customer base. • I’m a proud pet mom and just adopted dog named HK About Me: Put images or other content here.
  4. 4. 4| #INBOUNDand #INBOUND18 #InnovationWomen @navahf @WordStream Transactional Vs Research Oriented SERPS
  5. 5. | #INBOUNDand #INBOUND18 #InnovationWomen @navahf @WordStream 5 Search Result Pages Have Different Intents – There Are Over 100 Different Formats!
  6. 6. | #INBOUNDand #INBOUND18 #InnovationWomen @navahf @WordStream 6 Research Oriented SERP 90% Organic
  7. 7. | #INBOUNDand #INBOUND18 #InnovationWomen @navahf @WordStream 7 Transactional Oriented SERP 50% Paid
  8. 8. | #INBOUNDand #INBOUND18 #InnovationWomen @navahf @WordStream 8 Specific Transactional Oriented SERP 80% Paid @navahf
  9. 9. | #INBOUNDand #INBOUND18 #InnovationWomen @navahf @WordStream 9 Branded SERP 40% Paid
  10. 10. 10| #INBOUNDand #INBOUND18 #InnovationWomen @navahf @WordStream Own Your Local Presence
  11. 11. | #INBOUNDand #INBOUND18 #InnovationWomen @navahf @WordStream 11 How Many of You Have Claimed Your Local Listings?
  12. 12. | #INBOUNDand #INBOUND18 #InnovationWomen @navahf @WordStream 12 Local business with claimed listings
  13. 13. | #INBOUNDand #INBOUND18 #InnovationWomen @navahf @WordStream 13 No Local Listing Claimed
  14. 14. | #INBOUNDand #INBOUND18 #InnovationWomen @navahf @WordStream 14 • Unlocks new ad formats • Gives You 50% more real estate on your branded SERPS • Allows you to control review hubs Claiming your Local Listings:
  15. 15. | #INBOUNDand #INBOUND18 #InnovationWomen @navahf @WordStream 15 Make Sure Your Mobile Experience is Flawless - 69% of Smartphone Users Also Say That They Are More Likely to Buy From Companies With Mobile Sites That Easily Address Their Questions or Concerns (BrightEdge.com) Unclickable
  16. 16. 16| #INBOUNDand #INBOUND18 #InnovationWomen @navahf @WordStream Audiences
  17. 17. | #INBOUNDand #INBOUND18 #InnovationWomen @navahf @WordStream 17 Audiences allow a true marriage between paid and organic efforts
  18. 18. | #INBOUNDand #INBOUND18 #InnovationWomen @navahf @WordStream 18 You can either overcome the reason your organic traffic bounced, or outright exclude them (since they’re coming to you anyway)
  19. 19. | #INBOUNDand #INBOUND18 #InnovationWomen @navahf @WordStream 19 In-Market Improves CTR and Conversion Rates
  20. 20. | #INBOUNDand #INBOUND18 #InnovationWomen @navahf @WordStream 20 In-Market for search launched in Bing first! This is an opportunity you can scale across your channels
  21. 21. | #INBOUNDand #INBOUND18 #InnovationWomen @navahf @WordStream 21 Use Audiences Data From Search Console, Search Terms Report, Analytics, and Existing Customers
  22. 22. 22| #INBOUNDand #INBOUND18 #InnovationWomen @navahf @WordStream Action Items
  23. 23. | #INBOUNDand #INBOUND18 #InnovationWomen @navahf @WordStream 23 Audit Your Marketing & Sales Funnels for Research/Transactional Intent. Assign Jobs Accordingly!
  24. 24. | #INBOUNDand #INBOUND18 #InnovationWomen @navahf @WordStream 24 Claim and Capitalize On Your Local Listings!
  25. 25. | #INBOUNDand #INBOUND18 #InnovationWomen @navahf @WordStream 25 Add in Audiences to Maximize Your Paid Efforts, Empowering Your Organic.
  26. 26. #INBOUNDand #INBOUND18 #InnovationWomen @navahf @WordStream © Copyright 2017 WordStream, Inc. All rights reserved. Thank you!

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