Successfully reported this slideshow.
Your SlideShare is downloading. ×

Boost Organic & Paid Traffic: How To Bring Your SEO & SEM Teams Together

Ad

● Intro
● Creating a Synergy Plan
● Synergy Use Cases
● Q&A
Agenda

Ad

Michael Bruh
VP & Head of Account Success
Conductor
mbruh@conductor.com
linkedin.com/in/michaelbruh/
Daniel Olduck
Founder...

Ad

ENTERPRISE ORGANIC MARKETING PLATFORM
Insights
Unlock AI-driven customer,
competitive, technical and content
intelligence
...

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Loading in …3
×

Check these out next

1 of 26 Ad
1 of 26 Ad

Boost Organic & Paid Traffic: How To Bring Your SEO & SEM Teams Together

Download to read offline

Are you Team SEO or Team SEM?

What if we told you that by combining these two forces, you could boost both SEO & SEM at the same time?

You’ll be happy to know – you can.

But first, let’s make sure you have a solid foundation.

Do you feel like you're all in this together, or do you feel like there are some independent islands where people only care about their own goals?

The latter is a common scenario. Sometimes, it can be far too easy for marketers to work in silos and focus only on keyword rankings or CPC ad performance.

Whichever team you're currently on, digital marketing is more powerful when teams work together.

We’ll show you how to build a foundation of paid and organic synergy.

Watch now and learn the strategies and benefits of aligning paid and organic efforts to maximize your marketing team's ROI.

You'll discover how to:
- Integrate paid and organic search marketing in your marketing strategy.
- Build a new paid search campaign using organic insights.
- Optimize existing paid initiatives with organic insights.

Conductor's VP & Head of Account Success, Michael Bruh, and LibbyInside's CEO & Founder, Daniel Olduck, will demonstrate how to build a strong, synergistic organic and paid foundation.

Many companies still struggle to navigate the complexities of paid insights and leverage SEO best practices for paid landing pages.

This webinar explains how to maximize spending and boost performance by bringing SEO and SEM teams together.

Are you Team SEO or Team SEM?

What if we told you that by combining these two forces, you could boost both SEO & SEM at the same time?

You’ll be happy to know – you can.

But first, let’s make sure you have a solid foundation.

Do you feel like you're all in this together, or do you feel like there are some independent islands where people only care about their own goals?

The latter is a common scenario. Sometimes, it can be far too easy for marketers to work in silos and focus only on keyword rankings or CPC ad performance.

Whichever team you're currently on, digital marketing is more powerful when teams work together.

We’ll show you how to build a foundation of paid and organic synergy.

Watch now and learn the strategies and benefits of aligning paid and organic efforts to maximize your marketing team's ROI.

You'll discover how to:
- Integrate paid and organic search marketing in your marketing strategy.
- Build a new paid search campaign using organic insights.
- Optimize existing paid initiatives with organic insights.

Conductor's VP & Head of Account Success, Michael Bruh, and LibbyInside's CEO & Founder, Daniel Olduck, will demonstrate how to build a strong, synergistic organic and paid foundation.

Many companies still struggle to navigate the complexities of paid insights and leverage SEO best practices for paid landing pages.

This webinar explains how to maximize spending and boost performance by bringing SEO and SEM teams together.

More Related Content

More from Search Engine Journal (20)

Boost Organic & Paid Traffic: How To Bring Your SEO & SEM Teams Together

  1. 1. ● Intro ● Creating a Synergy Plan ● Synergy Use Cases ● Q&A Agenda
  2. 2. Michael Bruh VP & Head of Account Success Conductor mbruh@conductor.com linkedin.com/in/michaelbruh/ Daniel Olduck Founder, CEO Libby Inside daniel@libbyinside.com linkedin.com/in/danielolduck/
  3. 3. ENTERPRISE ORGANIC MARKETING PLATFORM Insights Unlock AI-driven customer, competitive, technical and content intelligence Agility Increase productivity with real-time site optimization and collaboration TRUSTED BY 3,500+ BRANDS AWARDS AND ACCOLADES 9/10 Rating on TrustRadius - Highest in the industry LEADER Leader of the Forrester Wave: SEO Platforms in two consecutive reports (2020 & 2018) #1 Rated “Best SEO Software” for Enterprise on G2 Measurement Uncover content ROI with complete web visibility tracking
  4. 4. POLL: WHAT ROLE DO YOU FOCUS ON?
  5. 5. Some Things are Better Together! Billie Eilish & Damon Albarn Fortnight & Marvel Louis Vuitton & Supreme David Bowie & Queen Peanut Butter & Jelly
  6. 6. Increase Sales Improve Conversion Rate Test Content & Messaging Measure Media Campaign Impact on Market Share Increase Non-Brand Traffic Volumes SEO & PPC ….and SEO & PPC!
  7. 7. Create Cross-Team Business Goals for Synergy - Keyword & Topic Trends - Copy / Messaging - User Behavior Sharing Insights - Save / Re-allocate PPC funds - Incremental Traffic / Sales - Optimize Landing Experiences Driving Efficiencies
  8. 8. Ideal Synergy Task-Force PAID LEAD Stakeholder who can influence PPC keyword & budget decisions ORGANIC LEAD SEO Stakeholder, holds the keys to SEO knowledge and changes CONTENT LEAD Stakeholder who helps control content calendar and new page creation .COM OWNER Stakeholder who can direct landing page UX changes and experiences
  9. 9. Creating a Synergy Plan Outline 1 SEO Deliverable Framework Map a list of Synergy-centric deliverables alongside SEO efforts. Focused on driving cross channel insights, and efficiencies PPC + SEO teams would need feedback loop to take insights and make actions Month 1 Synergy Deliverable Framework Month 6
  10. 10. POLL: HOW OFTEN DO YOU COLLABORATE WITH SEO / PPC TEAMS?
  11. 11. So let’s look at some use cases…
  12. 12. Helping Brands Bring Digital Inhouse Save money and improve performance by bringing digital execution closer to their customer Provide unique hybrid talent solutions beyond traditional agency solutions
  13. 13. Creating Keyword ‘Hotlists’ Show Value of SEO with Paid Data Review Holistic Traffic Impact Understand Coverage by Category Review Brand Coverage Overlap Fix Monitoring Gaps SUCCESSFUL SYNERGY USE CASES must be actionable… must be impactful… must be repeatable… …and as simple as possible
  14. 14. Balancing Holistic Search Traffic For Synergy success - you must align goals between teams and look beyond channel reporting in silo ● Organic / Paid traffic ratios may shift as you execute ● Monitor impact to Paid, Organic + Direct together ● Perform tests in specific geographies to isolate data Data Sources: - Analytics Tool - PPC + SEO + Direct Traffic/Revenue/Leads CHANNEL SHARE TOTAL GROWTH 5,343
  15. 15. “ CREATE KEYWORD CLUSTERS FOR BOTH TEAMS BASED ON ACTIONS High Spend + Good SEO High Spend + Poor SEO - Compare Landing Pages - Explore Synergy Testing - New SEO content - Evaluate PPC relevancy Gaps in SEO / PPC Data High Spend - ‘Striking Distance’ SEO - Add to SEO tool - Test on PPC - SEO tweaks on pages - Review ‘Quality Score’
  16. 16. “ CREATE KEYWORD CLUSTERS FOR BOTH TEAMS BASED ON ACTIONS High Spend + Good SEO High Spend + Poor SEO - Compare Landing Pages - Explore Synergy Testing - New SEO content - Evaluate PPC relevancy Gaps in SEO / PPC Data High Spend - ‘Striking Distance’ SEO - Add to SEO tool - Test on PPC - SEO tweaks on pages - Review ‘Quality Score’
  17. 17. “ CREATE KEYWORD CLUSTERS FOR BOTH TEAMS BASED ON ACTIONS High Spend + Good SEO High Spend + Poor SEO - Compare Landing Pages - Explore Synergy Testing - New SEO content - Evaluate PPC relevancy Gaps in SEO / PPC Data High Spend - ‘Striking Distance’ SEO - Add to SEO tool - Test on PPC - SEO tweaks on pages - Review ‘Quality Score’
  18. 18. “ CREATE KEYWORD CLUSTERS FOR BOTH TEAMS BASED ON ACTIONS High Spend + Good SEO High Spend + Poor SEO - Compare Landing Pages - Explore Synergy Testing - New SEO content - Evaluate PPC relevancy Gaps in SEO / PPC Data High Spend - ‘Striking Distance’ SEO - Add to SEO tool - Test on PPC - SEO tweaks on pages - Review ‘Quality Score’
  19. 19. “ CREATE KEYWORD CLUSTERS FOR BOTH TEAMS BASED ON ACTIONS High Spend + Good SEO High Spend + Poor SEO - Compare Landing Pages - Explore Synergy Testing - New SEO content - Evaluate PPC relevancy Gaps in SEO / PPC Data High Spend - ‘Striking Distance’ SEO - Add to SEO tool - Test on PPC - SEO tweaks on pages - Review ‘Quality Score’
  20. 20. Track PPC terms for SEO coverage ● Initial comparison may show significant gaps ● Create process to share PPC keywords / ‘search terms’ ● Set threshold for spend inclusion in SEO monitoring Data Sources: - PPC Keyword / Search Term Reports Use Cases 21 Gaps in tracking PPC terms for organic coverage limits synergy opportunity
  21. 21. Show Value of SEO coverage in $$ ● Combine SEO coverage with PPC CPC to estimate paid traffic value ● Show traffic and cost impact when building business cases for more resources ● Can help further justify investment in Content, and SEO Focus Areas Data Sources: - SEO tool coverage - Conductor Paid & Organic Optimizer Use Cases 22 PPC data helps SEO teams translate their wins to revenue or savings Conductor: Paid & Organic Optimizer
  22. 22. Understanding SEO Coverage on PPC Categories ● Compare your SEO coverage against your PPC categories of spend ● Identify the highest risk areas where you risk to lose holistic Search coverage ● Position 1-3 & Page 1 coverage most important in decision Data Sources: - SEO keyword rank - PPC keyword-level spend/performance Use Cases 23 Weakest SEO Category Strongest SEO Category Use SEO data to help influence PPC budgeting decisions
  23. 23. Understanding Brand Overlap ● Monitor impact through Average CTR of Brand terms ● Brand traffic can be estimated comparing gain/loss across channels ● Brand coverage aggressiveness also depends on landscape - is it competitor or reseller? Data Sources: - Google Search Console - Brand Keyword CTR - Google Ads - Brand Keyword CTR 24 Query: {BRAND} Use Cases Identify Brand coverage incrementality through both Organic + Paid via CTR%
  24. 24. In Conclusion This is a great time to breakdown silos and use synergy to facilitate collaboration Process Form a Task Force, create a meeting cadence (start weekly, move to bi-weekly then monthly) It all starts with… Technology Remember, tech drives agility and data-driven insights. Create a BI dashboard to share data and insights Metrics Create Synergy metrics and put a stake in the ground on goals Measure and materialize People Be the champion and find your counterpart in the SEO / Paid Search team Process Form a Task Force, create a meeting cadence (start weekly, move to bi-weekly then monthly)

×