M A R K M U N R O E : @ M A R K E M U N R O E , M A R K M U N 9 9 @ G M A I L . C O M
E V A N W A T E R S : @ P P C B R O ...
About Us
 Mark Munroe
 Director, SEO – Trulia
 Past sites: MerchantCircle, UsedCars.com, EverydayHealth,
Whattoexpect.c...
SEO Headache: Understanding the impact of on-
page changes
 Can SEM help?
SEO Experiments
• My Goal: test page changes across various long-tail templates to test
impact on rankings, click-through,...
SEM – Split Testing Infrastructure
Version
A
Split Testing for SEO
 SEM at Inflection has developed a sophisticated
split-testing infrastructure.
 The goal for SEM i...
SEO Split Test
 For SEM – all versions run against the same URL.
 For an SEO long-tail test, I need the specific URLs to...
Example Title Test
 “[keyword] | Find [modifier] [modifier] [modifier]”
 Or specifically “[first name] [last name] Find ...
Test Results
 We trigger an event for a landing on each different
version. (Event can then be used to create segments).
...
Conclusion
 By applying the same type of methodical split-tests
typically done in an SEM organization, I am able to
impro...
SEO Headache: Identifying Content Initiatives
 To increase organic traffic – I am always looking
for content initiatives,...
Content Initiatives? Can SEM Help?
 SEM uses phrase match and broad match to
effectively target long-tail searches.
 Exa...
SEO Headache: Increasing $$$ via Improved
Clickthrough
 SEO is not just about traffic but ultimately revenue.
 SEO spend...
SEM and Optimized Ad Copy
 SEM spends an extensive amount of time testing ad
copy and sitelinks to optimize revenue.
 Wo...
From Keyword List to Content Plan
Top
SEM
Converting
keywords
Organized
them into a
related
groups
Each group
became a
con...
SEO/SEM Headache: Branded Search
 I need to control the organic search results for
branded search (promoting positive res...
SEO/SEM Challenge: Reputation Management
 Challenge: Present a positive brand experience for a
branded search term.
 SEM...
Can SEM Help with Branded Search?
 SEM campaigns aimed at branded search can indeed
help by controlling content above the...
SEO Headache
What Content To Use For Ambiguous Queries
Understand Intent on Ambiguous Search
 What should a landing page consist of for ambiguous
brand searches?
 Reviews? Pro...
SEM Headache
Grow ROI and Meet CPA Target
Monetization Problems
 Define KPIs
 Profit, Conversions, Brand Exposure?
 Not every keyword will be profitable
 Determ...
How Does Your Company Value Sales?
Few Conversions
High Profit
Many Conversions
Negative Profit
SEO For Poor CVR Keywords
SEM Headache
Drive New Campaigns to Profitability Quickly
How Can I Pre-Empt Wasted Spend?
 Create content before running PPC campaigns
 Utilize organic traffic queries to mine f...
SEO Queries for PPC Negatives
SEM Headache
Grow Incremental Conversion Volume
Find New Traffic Sources
 Good marketers segment
efficiently
 Sometimes we get ahead
of ourselves
 Check SEO data for P...
Google Trends
 Don’t stop at your own SEO report
 Google Trends for GEO research
Event-Based Marketing Headache
When is the best time to spend our scarce resources?
When is the best time to create conten...
Leverage Data to Plan Channels
 For time-sensitive events, it is important to know
where your customers are when and what...
Find Your Sweet Spot
SEM Headache
Achieving High Quality Score Through Landing Page
Testing
Learning From Panda
 Google favors results—duh!
 Don’t make the user repeat search on site
SEO Focus on User Experience
 In the Post-Panda world, SEO @ Inflection we developed a strong
focus on the User Experienc...
SEM Headache
Image Ads Are Expensive with Last Click Attribution
Grow Sales With View-Throughs
 What is the value of a View-Through?
 Google Insights Study
 Expensive
 Public Service ...
Take Credit When It’s Due
Even More Evidence
 Brand Spend For 1 Month
 Cut Spend Entirely
 Effect on Direct Traffic?
45% increase in direct
traff...
Don’t Trust Models?
 Last Click Attribution
 View-Throughs at 10%?
Avg CPC Cost Conv CPA View Throughs
$1.00 $3,000 100 ...
SEO & SEM Together is Money!
 1 + 1 DOES NOT EQUAL 2
 New Report in AdWords query performance reports
demonstrate that t...
Brand Synergies
 192% higher CTR on our paid ads when an organic
listing was also present.
 637% higher CTR on our organ...
Non-Brand Synergies
 66% higher CTR on our paid ads when an organic
listing was also present.
 92% higher CTR on our org...
Paid v Organic Case Study
 Found top query without any ads running
 Created exact match keyword and ad
 Bid high to ens...
SEO/SEM Working Together
• Organizationally, SEM reports to marketing and SEO reports to
product
• This is typical and can...
Thank You
 Mark Munroe
 Director, SEO – Trulia
 @markemunroe
 Blog: www.seoradar.com, www.afterpanda.com
 Email: mark...
What In-House SEO and PPC Teams Can Learn From Each Other by Mark Munroe and Evan Waters
What In-House SEO and PPC Teams Can Learn From Each Other by Mark Munroe and Evan Waters
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What In-House SEO and PPC Teams Can Learn From Each Other by Mark Munroe and Evan Waters

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What In-House SEO and PPC Teams Can Learn From Each Other by Mark Munroe and Evan Waters

  1. 1. M A R K M U N R O E : @ M A R K E M U N R O E , M A R K M U N 9 9 @ G M A I L . C O M E V A N W A T E R S : @ P P C B R O , W A T E R S E V @ G M A I L . C O M In-House SEO And PPC: What You Can Learn From Each Other, Optimally
  2. 2. About Us  Mark Munroe  Director, SEO – Trulia  Past sites: MerchantCircle, UsedCars.com, EverydayHealth, Whattoexpect.com, SideStep (now part of Kayak), PeopleSmart  @markemunroe  Blog: www.seoradar.com, www.afterpanda.com  Email: markmun99@gmail.com  Up until last month, worked at Inflection with Evan  Evan Waters  Search Marketing Manager, Inflection  PPC Consultant for B2B and B2C companies  Founder of Festival Transportation Business  @PPCBro, blog: www.PPCBro.com  Email: watersev@gmail.com
  3. 3. SEO Headache: Understanding the impact of on- page changes  Can SEM help?
  4. 4. SEO Experiments • My Goal: test page changes across various long-tail templates to test impact on rankings, click-through, conversions. • Small changes can make a significant difference (keywords, modifiers, calls to action). • However, impact can be positive or negative. I want wins only! • What can SEM do to help?
  5. 5. SEM – Split Testing Infrastructure Version A
  6. 6. Split Testing for SEO  SEM at Inflection has developed a sophisticated split-testing infrastructure.  The goal for SEM is purely monetization.  With some modifications, I have been able to use their methodology and infrastructure for SEO testing against long-tail pages.
  7. 7. SEO Split Test  For SEM – all versions run against the same URL.  For an SEO long-tail test, I need the specific URLs to consistently render the same test version so Google’s cache remains consistent for the time period of the test.  I define my different tests based on URL structure, so the webserver dynamically determines which version to server.
  8. 8. Example Title Test  “[keyword] | Find [modifier] [modifier] [modifier]”  Or specifically “[first name] [last name] Find Phone Number, Address & Email”  Things to test:  Is the action verb (Find) hurting due to it’s prominent position in the title?  Would I be better off attaching the primary keyword to a modifier?  What would be the impact of switching the order of the modifier?  Will an exact match with an H1 help or hinder due to over- optimization?
  9. 9. Test Results  We trigger an event for a landing on each different version. (Event can then be used to create segments).  We analyze the impact on rankings across all versions and control.  We analyze traffic, conversion, UX metrics and monetization across all versions and control.
  10. 10. Conclusion  By applying the same type of methodical split-tests typically done in an SEM organization, I am able to improve traffic and conversions on the organic traffic.  I can take known winners from SEM and apply to organic traffic to get conversion boosts while mitigating SEO risks.  In this case, my sample case, I achieved a 12% increase monetization by removing the action verb.
  11. 11. SEO Headache: Identifying Content Initiatives  To increase organic traffic – I am always looking for content initiatives, particularly long-tail.  The challenge: a long-tail content initiative is a lot of work! Need to quantify the potential before hand.
  12. 12. Content Initiatives? Can SEM Help?  SEM uses phrase match and broad match to effectively target long-tail searches.  Examining existing SEM campaigns reveal potential long-tail SEO opportunities.  SEM can also be a testing ground for brand new long-tail opportunities with test campaigns.  SEM uses tokenization tool to identify multi-word modifiers
  13. 13. SEO Headache: Increasing $$$ via Improved Clickthrough  SEO is not just about traffic but ultimately revenue.  SEO spends little time optimizing meta descriptions for better clickthrough (data in WebMaster Tools is suspect).
  14. 14. SEM and Optimized Ad Copy  SEM spends an extensive amount of time testing ad copy and sitelinks to optimize revenue.  Working together with SEM team, I can test out optimized meta descriptions to see if I can push traffic up independent of rankings.  Headlines can also help with optimizing titles for clickthrough (being mindful of traffic impacts).
  15. 15. From Keyword List to Content Plan Top SEM Converting keywords Organized them into a related groups Each group became a content Hub Hub is a good destination page and collection of articles.
  16. 16. SEO/SEM Headache: Branded Search  I need to control the organic search results for branded search (promoting positive results).
  17. 17. SEO/SEM Challenge: Reputation Management  Challenge: Present a positive brand experience for a branded search term.  SEM needs SEO to control the organic results and push down negative results.  SEO needs SEM to control as much space as possible.  Social can help us both by taking up additional white space.
  18. 18. Can SEM Help with Branded Search?  SEM campaigns aimed at branded search can indeed help by controlling content above the fold with branded ads, further pushing down negative results.  SEM utilizes various ad extensions to elongate its presence  SEM can buy media on negative brand sites and in email inboxes to help control the message
  19. 19. SEO Headache What Content To Use For Ambiguous Queries
  20. 20. Understand Intent on Ambiguous Search  What should a landing page consist of for ambiguous brand searches?  Reviews? Products? Customer Service?  Use sitelink extensions to find out!
  21. 21. SEM Headache Grow ROI and Meet CPA Target
  22. 22. Monetization Problems  Define KPIs  Profit, Conversions, Brand Exposure?  Not every keyword will be profitable  Determine best channel for profitability  If at first PPC fails, SEO may succeed!
  23. 23. How Does Your Company Value Sales? Few Conversions High Profit Many Conversions Negative Profit
  24. 24. SEO For Poor CVR Keywords
  25. 25. SEM Headache Drive New Campaigns to Profitability Quickly
  26. 26. How Can I Pre-Empt Wasted Spend?  Create content before running PPC campaigns  Utilize organic traffic queries to mine for negatives  Cheaper than doing keyword discovery through broad keywords
  27. 27. SEO Queries for PPC Negatives
  28. 28. SEM Headache Grow Incremental Conversion Volume
  29. 29. Find New Traffic Sources  Good marketers segment efficiently  Sometimes we get ahead of ourselves  Check SEO data for PPC Geo Expansions  Don’t stop now!
  30. 30. Google Trends  Don’t stop at your own SEO report  Google Trends for GEO research
  31. 31. Event-Based Marketing Headache When is the best time to spend our scarce resources? When is the best time to create content?
  32. 32. Leverage Data to Plan Channels  For time-sensitive events, it is important to know where your customers are when and what they are thinking  How does query intent change as the event gets closer?  What does the purchase time line look at?  How does that data fit in with company planning?
  33. 33. Find Your Sweet Spot
  34. 34. SEM Headache Achieving High Quality Score Through Landing Page Testing
  35. 35. Learning From Panda  Google favors results—duh!  Don’t make the user repeat search on site
  36. 36. SEO Focus on User Experience  In the Post-Panda world, SEO @ Inflection we developed a strong focus on the User Experience. Happy users from Google = good SEO!  We leverage user tests and survey tools (Survey Monkey, Qualaroo) to develop a deep understanding of why users came to different sections of our site.  SEM can leverage that data and use that insight to improve conversion:  develop a deeper understanding of the user  test alternate messaging based on user survey data and user testing  market different products
  37. 37. SEM Headache Image Ads Are Expensive with Last Click Attribution
  38. 38. Grow Sales With View-Throughs  What is the value of a View-Through?  Google Insights Study  Expensive  Public Service Announcement Test  Try Competitor Research Test  Attribution Model
  39. 39. Take Credit When It’s Due
  40. 40. Even More Evidence  Brand Spend For 1 Month  Cut Spend Entirely  Effect on Direct Traffic? 45% increase in direct traffic during test month
  41. 41. Don’t Trust Models?  Last Click Attribution  View-Throughs at 10%? Avg CPC Cost Conv CPA View Throughs $1.00 $3,000 100 $30 500 Avg CPC Cost Conv CPA View Throughs $1.00 $3,000 150 $20 500
  42. 42. SEO & SEM Together is Money!  1 + 1 DOES NOT EQUAL 2  New Report in AdWords query performance reports demonstrate that the whole is greater than the sum of the parts!  What synergies are there for the two channels?  Is there a difference between brand and non-brand?
  43. 43. Brand Synergies  192% higher CTR on our paid ads when an organic listing was also present.  637% higher CTR on our organic listings when an ad was also present Data is normalized to AD = 1.00%
  44. 44. Non-Brand Synergies  66% higher CTR on our paid ads when an organic listing was also present.  92% higher CTR on our organic listings when an ad was also present Data normalized to AD CTR = 1.00%
  45. 45. Paid v Organic Case Study  Found top query without any ads running  Created exact match keyword and ad  Bid high to ensure impression share  39% Increase in CTR 0 0.5 1 1.5 CTR Pre-Test Test
  46. 46. SEO/SEM Working Together • Organizationally, SEM reports to marketing and SEO reports to product • This is typical and can lead to limited informational sharing of ideas • Regular cross team meetings where review of current campaigns and strategies as well as new initiatives is key to establishing open communication between groups.
  47. 47. Thank You  Mark Munroe  Director, SEO – Trulia  @markemunroe  Blog: www.seoradar.com, www.afterpanda.com  Email: markmun99@gmail.com  Evan Waters  Search Marketing Manager – Inflection  @PPCBro  Blog: www.PPCBro.com  Email: watersev@gmail.com

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