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3 Search Co-Optimization Tactics

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: Better Together: SEO & SEM. PRESENTATION: 3 Search Co-Optimization Tactics - Given by Caitlin Halpert, @caitlin_halpert - 3Q Digital, Account Director. #SMX #11C

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3 Search Co-Optimization Tactics

  1. 1. MARCH 3, 2015 3 SEARCH CO- OPTIMIZATION TACTICS Caitlin Halpert Account Director @ 3Q Digital @Caitlin_Halpert
  2. 2. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C Google’s Largest Independent Agency • Over $300 million in annual managed spend • Advertising in 140 countries • 677th fastest-growing company in the US About
  3. 3. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C Specialty Retailer • ~100 franchise locations • Hundreds of back care products available online & in store 3Q Digital Partnership • 4 years working on SEO & SEM together • Drive foot traffic to local stores • Grow national brand awareness • Increase ecommerce revenue About
  4. 4. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C Does SEM add value to existing SEO efforts?
  5. 5. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C “…over 89% of ad clicks are incremental.” – “Incremental Clicks Impact of Search Advertising” Google Inc. “81% impressions and 66% of ad clicks occur in the absence of an associated organic result on the first page” – “Impact of Organic Ranking on Ad Click Incrementality” Google Research Blog. March 27, 2012 “50% of the ad clicks that occur with a top rank organic result are incremental” – “Impact of Organic Ranking on Ad Click Incrementality” Google Research Blog. March 27, 2012
  6. 6. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C That’s what Google says, but what about your site?
  7. 7. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C
  8. 8. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C Search Result Type Clicks Queries Clicks/Query Ad shown only 72,607 1,472,036 0.05 Organic shown only 162,520 2,717,511 0.06 Both shown 316,105 1,571,193 0.20 236% higher Click/Query ratio when we have an organic & paid listing in the result
  9. 9. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C Does SEM add value to existing SEO efforts? YES!!
  10. 10. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C How are SEO & SEM already related to each other?
  11. 11. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C
  12. 12. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C
  13. 13. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C
  14. 14. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C
  15. 15. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C
  16. 16. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C
  17. 17. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C SEO & SEM clearly work in tandem. How can we co-optimize both channels?
  18. 18. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C Co-Optimization Tactic #1: Prioritize SEO optimizations using SEM data
  19. 19. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C • 6 product categories • 45 sub-categories • 300 product detail pages
  20. 20. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C Tempur-Pedic • Essential to the business • 7.5x search volume of other top converters • 3.75x average account CPA
  21. 21. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C Tempur-Pedic becomes an SEO focus
  22. 22. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C Narrow keyword focus Content development Body content optimizations
  23. 23. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C 3-6 months later… Rankings/visibility improvements Supplement low SEM IS Boost total CTR
  24. 24. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C Co-Optimization Tactic #2: Use a single project to benefit SEO & SEM
  25. 25. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C
  26. 26. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C Keyword mapping H1/Title Tag Product Title Body Copy Optimizations Increased SEO value Product description Two Birds, One Stone
  27. 27. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C
  28. 28. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C Co-Optimization Tactic #3: Improve search conversion rate
  29. 29. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C
  30. 30. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C It’s the same user, taking the same action simply selecting the most appealing listing.
  31. 31. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C
  32. 32. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C Twice the reason to optimize
  33. 33. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C
  34. 34. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C Message Look & Feel Conversion Flow Branding
  35. 35. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C On-Site Surveys In-Person Testing Google Analytics Heat Mapping
  36. 36. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C
  37. 37. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C 59% increase in traffic 89% increase in store locators
  38. 38. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C Are SEO & SEM better together?
  39. 39. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C Are SEO & SEM better together? Yes!!
  40. 40. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C Implement the Paid & Organic report • Link AdWords to Webmaster Tools ASAP • Analyze the data to find queries that need attention Use paid data to prioritize SEO • Identify queries that drive volume but are not profitable in a pay-per-click model • Ensure top performers are targeted across both SEO & SEM Prioritize projects that benefit both SEO & SEM • Find data points used by SEM and SEO • Turn duplicate tasks into a single dual-purpose task Think of search as a single channel • Same user intent means we can optimize CVR in the same way • Converting traffic trumps driving incremental traffic
  41. 41. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C 3qdigital.com/solve-retails-digital- marketing-dilemma/
  42. 42. searchmarketingexpo.com @Caitlin_Halpert #SMX #11C

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