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Better Together - SEO and SEM

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: Better Together: SEO & SEM. PRESENTATION: Better Together - SEO and SEM - Given by Michael Kirchhoff, @seotulsa - PennWell Media, Director SEO/Product Support. #SMX #11C

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Better Together - SEO and SEM

  1. 1. searchmarketingexpo.com @SEOTulsa #SMX #11C March 03, 2015 Better Together: SEO & SEM Michael Kirchhoff Director SEO & Product Support
  2. 2. searchmarketingexpo.com @SEOTulsa #SMX #11C SEO/SEM Strategy Social Strategy Content Strategies Taxonomy Training QA About Michael Kirchhoff Bridging the publishing-marketing gap through technology, analytics & expertise
  3. 3. searchmarketingexpo.com @SEOTulsa #SMX #11C 1. Who the Hell is PennWell? 2. Content Marketing at PennWell 3. Proof of Concept – SEO Only 4. Proof of Concept - SEO + SEM Together 5. Impacts From Findings What I Will Cover
  4. 4. searchmarketingexpo.com @SEOTulsa #SMX #11C 1. Who the Hell is PennWell? 2. Content Marketing at PennWell 3. Proof of Concept – SEO Only 4. Proof of Concept - SEO + SEM Together 5. Impacts From Findings What I Will Cover
  5. 5. searchmarketingexpo.com @SEOTulsa #SMX #11C 5 7 global offices 137 print & online magazines 56 conferences/expos on six continents PennWell, Global B2B Media Company
  6. 6. searchmarketingexpo.com @SEOTulsa #SMX #11C 1. Who the Hell is PennWell? 2. Content Marketing at PennWell 3. Proof of Concept – SEO Only 4. Proof of Concept - SEO + SEM Together 5. Impacts From Findings What I Will Cover
  7. 7. searchmarketingexpo.com @SEOTulsa #SMX #11C 7 Print & Online Magazines 137 Conferences & Expos in 6 Continents 56 Websites in 10 Industries 118 Content Pieces Created Monthly 15K SEOs 3 Scale of Content Marketing at PennWell
  8. 8. searchmarketingexpo.com @SEOTulsa #SMX #11C 2005 2006 2007 2008 2009 2010 2011 2012 2013 Visits from Search 35% Average Annual Growth 1,415% Growth Since Inception 2014 Consistent & High Search Traffic Growth Since 2005
  9. 9. searchmarketingexpo.com @SEOTulsa #SMX #11C Drive traffic and grow ad revenue Drive traffic and event registrations Campaigns, and ROI are very different depending on website Content Drives Business At PennWell
  10. 10. searchmarketingexpo.com @SEOTulsa #SMX #11C 1. Who the Hell is PennWell? 2. Content Marketing at PennWell 3. Proof of Concept – SEO Only 4. Proof of Concept - SEO + SEM Together 5. Impacts From Findings What I Will Cover
  11. 11. searchmarketingexpo.com @SEOTulsa #SMX #11C ~ 5 new C&E websites are launched monthly 56 B2B Annual Conference & Events Worldwide
  12. 12. searchmarketingexpo.com @SEOTulsa #SMX #11C Automated To assist with bare-minimum SEO (Hreflang tag; architecture; schema-in progress) Templated Not the best for SEO or user, but scalable Lost Opportunity Juicy content is hosted on 3rd party website Goal: Suck less, JUSTIFY bottom-lineimpact SEO Only For B2B Conference & Events
  13. 13. searchmarketingexpo.com @SEOTulsa #SMX #11C SEO Produces Solid Results
  14. 14. searchmarketingexpo.com @SEOTulsa #SMX #11C 1. Who the Hell is PennWell? 2. Content Marketing at PennWell 3. Proof of Concept – SEO Only 4. Proof of Concept - SEO + SEM Together 5. Impacts From Findings What I Will Cover
  15. 15. searchmarketingexpo.com @SEOTulsa #SMX #11C Focus SEO focus on the C&E selected websites Spend Minimize SEM spend (spend less in entire 4 month campaign than most B2C spend in one hour) Considerations for SEO & SEM
  16. 16. searchmarketingexpo.com @SEOTulsa #SMX #11C 1. Establish metrics for ROI 2. Select test sites 3. Create targeted landing pages to improve SEO and SEM quality score 4. Augment SEM to offset keywords not ranking for organically 5. Focus Ads on Topics for General Audience Reach and Education 6. Establish Reporting Plan for SEO & SEM
  17. 17. searchmarketingexpo.com @SEOTulsa #SMX #11C Attendee Registrations (units sold) Revenue Page Views Select Measurable SEO & SEM Metrics
  18. 18. searchmarketingexpo.com @SEOTulsa #SMX #11C 6 B2B Conferences & Events Comparable industry coverage Comparable audience size Comparable locations Select Target Sites
  19. 19. searchmarketingexpo.com @SEOTulsa #SMX #11C Direct call to action Improved SEO - Right keywords, content Improved reporting Create Controlled Pages to Improve Quality Score and SEO Effectiveness
  20. 20. searchmarketingexpo.com @SEOTulsa #SMX #11C Augment SEM to Offset Keywords Not Ranking for Organically
  21. 21. searchmarketingexpo.com @SEOTulsa #SMX #11C • Keyword ads • Display ads • Retargeting ads Ad focus on Topics for General Audience Reach and Education
  22. 22. searchmarketingexpo.com @SEOTulsa #SMX #11C Reporting
  23. 23. searchmarketingexpo.com @SEOTulsa #SMX #11C 1. Who the Hell is PennWell? 2. Content Marketing at PennWell 3. SEO Focus on Event Properties 4. Proof of Concept Study of SEO & SEM Together 5. Impacts From Findings What I Will Cover
  24. 24. searchmarketingexpo.com @SEOTulsa #SMX #11C Massive Boost Due To SEO & SEM More Registrations 80X Up To Higher Search Revenue 39X Up To More Page Views 16% Up To
  25. 25. searchmarketingexpo.com @SEOTulsa #SMX #11C Achieved Executive approval to expand SEM campaigns from 18 managed campaigns to 56 in 2015 Secured Minimal $$ allocated per event Justification for FTE to manage SEM Test Impacts on the Business
  26. 26. searchmarketingexpo.com @SEOTulsa #SMX #11C SEO/SEM together increase reach and conversions Even small spend can have big impacts Test; measure; course-correct to prove value to C level Summary
  27. 27. searchmarketingexpo.com @SEOTulsa #SMX #11C

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