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Why SEO Is Not Always Enough - Sometimes You've Got To Pay To Play

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: Better Together: SEO & SEM. PRESENTATION: Why SEO Is Not Always Enough - Sometimes You've Got To Pay To Play - Given by Michael Gracen, @mikegracen - Sea World Parks, Search Manager. #SMX #11C

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Why SEO Is Not Always Enough - Sometimes You've Got To Pay To Play

  1. 1. searchmarketingexpo.com @mikegracen #SMX #11c WHY SEO IS NOT ALWAYS ENOUGH: SOMETIMES YOU’VE GOTTA PAY TO PLAY
  2. 2. searchmarketingexpo.com @mikegracen #SMX #11c
  3. 3. searchmarketingexpo.com @mikegracen #SMX #11c Google cares about two things.
  4. 4. searchmarketingexpo.com @mikegracen #SMX #11c (And guess what?)
  5. 5. searchmarketingexpo.com @mikegracen #SMX #11c You’re not one of them.
  6. 6. searchmarketingexpo.com @mikegracen #SMX #11c Google cares about maximizing shareholder wealth.
  7. 7. searchmarketingexpo.com @mikegracen #SMX #11c Google cares about keeping their users happy.
  8. 8. searchmarketingexpo.com @mikegracen #SMX #11c “Focus on the user and all else will follow.” - Google
  9. 9. searchmarketingexpo.com @mikegracen #SMX #11c Google is a search company.
  10. 10. searchmarketingexpo.com @mikegracen #SMX #11c Google is a search company.
  11. 11. searchmarketingexpo.com @mikegracen #SMX #11c Google is an advertising company…
  12. 12. searchmarketingexpo.com @mikegracen #SMX #11c that happens to own the World’s #1 search engine.
  13. 13. searchmarketingexpo.com @mikegracen #SMX #11c
  14. 14. searchmarketingexpo.com @mikegracen #SMX #11c of Google’s 2013 revenue came from advertising. https://investor.google.com/financial/tables.html
  15. 15. searchmarketingexpo.com @mikegracen #SMX #11c Google is not in business to be your friend.
  16. 16. searchmarketingexpo.com @mikegracen #SMX #11c Google is not in business to do you any favors.
  17. 17. searchmarketingexpo.com @mikegracen #SMX #11c Google may not even know you exist.
  18. 18. searchmarketingexpo.com @mikegracen #SMX #11c Case Studies
  19. 19. searchmarketingexpo.com @mikegracen #SMX #11c Since 1999 the UK’s leading UX consultancy. We are psychologists, researchers, interaction designers, usability & customer experience specialists.
  20. 20. searchmarketingexpo.com @mikegracen #SMX #11c Did a study for an auto insurance client. https://econsultancy.com/blog/62249-40-of-consumers-are-unaware-that-google-adwords-are-adverts/
  21. 21. searchmarketingexpo.com @mikegracen #SMX #11c 81% of users clicked on Adwords listings. https://econsultancy.com/blog/62249-40-of-consumers-are-unaware-that-google-adwords-are-adverts/
  22. 22. searchmarketingexpo.com @mikegracen #SMX #11c 81% of users clicked on Adwords listings. 40% of users had “no idea” there were PPC ads on the page. https://econsultancy.com/blog/62249-40-of-consumers-are-unaware-that-google-adwords-are-adverts/
  23. 23. searchmarketingexpo.com @mikegracen #SMX #11c The heat map demonstrates that it’s the area of the screen displaying the top results, regardless of whether they are natural or paid for, that receives the most activity and attention from users. - Bunnyfoot Co-founder Rob Stevens https://econsultancy.com/blog/62249-40-of-consumers-are-unaware-that-google-adwords-are-adverts/
  24. 24. searchmarketingexpo.com @mikegracen #SMX #11c EyeQuant uses Artificial Intelligence to predict what users will see and miss in your web designs and mockups. http://blog.eyequant.com/2014/03/20/why-the-new-google-search-ads-design-is-a-subtle-work-of-genius/
  25. 25. searchmarketingexpo.com @mikegracen #SMX #11c Did a study on Google’s new search result pages design. http://blog.eyequant.com/2014/03/20/why-the-new-google-search-ads-design-is-a-subtle-work-of-genius/
  26. 26. searchmarketingexpo.com @mikegracen #SMX #11c http://blog.eyequant.com/2014/03/20/why-the-new-google-search-ads-design-is-a-subtle-work-of-genius/ “In conclusion, this is a supremely clever, subtle redesign and there’s lots of reasons to believe that it will effectively drive eye-balls, clicks and ad revenue.”
  27. 27. searchmarketingexpo.com @mikegracen #SMX #11c http://blog.eyequant.com/2014/03/20/why-the-new-google-search-ads-design-is-a-subtle-work-of-genius/ “Google’s new Ads now very much ‘blend in’ with the organic results, all while attracting MORE attention, and all without being clearly evil.”
  28. 28. searchmarketingexpo.com @mikegracen #SMX #11c So what?
  29. 29. searchmarketingexpo.com @mikegracen #SMX #11c Users don’t know or care about paid vs. organic. They just want answers FAST.
  30. 30. searchmarketingexpo.com @mikegracen #SMX #11c
  31. 31. searchmarketingexpo.com @mikegracen #SMX #11c Google realizes this and are thrilled with what the future holds.
  32. 32. searchmarketingexpo.com @mikegracen #SMX #11c
  33. 33. searchmarketingexpo.com @mikegracen #SMX #11c What’s on Page 1?
  34. 34. searchmarketingexpo.com @mikegracen #SMX #11c Google owned results News, Images, Maps, Google+, Youtube
  35. 35. searchmarketingexpo.com @mikegracen #SMX #11c Scraped data Knowledge Graph, Carousels, Answer boxes, Google Now
  36. 36. searchmarketingexpo.com @mikegracen #SMX #11c Paid ads Adwords, PLAs, Knowledge Graph ads
  37. 37. searchmarketingexpo.com @mikegracen #SMX #11c ‘Preferred’ sites Wikipedia
  38. 38. searchmarketingexpo.com @mikegracen #SMX #11c Local packs Google My Business
  39. 39. searchmarketingexpo.com @mikegracen #SMX #11c 10 blue links for how much longer?
  40. 40. searchmarketingexpo.com @mikegracen #SMX #11c Within 5 years there will be zero pure organic results on page 1.
  41. 41. searchmarketingexpo.com @mikegracen #SMX #11c
  42. 42. searchmarketingexpo.com @mikegracen #SMX #11c
  43. 43. searchmarketingexpo.com @mikegracen #SMX #11c Within 5 3 2 years there will be zero pure organic results on page 1.
  44. 44. searchmarketingexpo.com @mikegracen #SMX #11c We are already there.
  45. 45. searchmarketingexpo.com @mikegracen #SMX #11c SEM + SEO
  46. 46. searchmarketingexpo.com @mikegracen #SMX #11c Link together your Webmaster Tools and Adwords accounts.  Adwords dashboard > Campaigns > Dimensions > View dropdown > Paid & Organic Adwords Paid & Organic Report https://support.google.com/adwords/answer/3097241
  47. 47. searchmarketingexpo.com @mikegracen #SMX #11c Search ‘footprint’ each keyword term.  Ad shown only. Organic result shown only. Both shown together. Adwords Paid & Organic Report https://support.google.com/adwords/answer/3097241
  48. 48. searchmarketingexpo.com @mikegracen #SMX #11c Tighten up your branded paid search (do we really need to be bidding on that?)  Find gaps. Holistically look at all of your search placements. Adwords Paid & Organic Report https://support.google.com/adwords/answer/3097241
  49. 49. searchmarketingexpo.com @mikegracen #SMX #11c Adwords dashboard > Campaigns > Dimensions > View dropdown > Search Terms Adwords Search Terms Report
  50. 50. searchmarketingexpo.com @mikegracen #SMX #11c Paid search terms that triggered impressions and clicks.  Tighten up your negative keywords. Sanity check your match types. Adwords Search Terms Report
  51. 51. searchmarketingexpo.com @mikegracen #SMX #11c Quality Score needs to be 8 or better.  Too many/unrelated keywords in adgroup? Slow loading pages?  Missing SEO basics (Title, Description, H1/H2, content)? Optimize Your Landing Pages
  52. 52. searchmarketingexpo.com @mikegracen #SMX #11c Repurpose Your Landing Pages Create one landing page and use for multiple channels (paid search, organic, display).  Always follow proper on-page SEO (title, description, good content).  Use rel=canonical tags.  <META NAME=“ROBOTS” CONTENT=“NOINDEX, NOFOLLOW”>  301 redirect after offer is over.
  53. 53. searchmarketingexpo.com @mikegracen #SMX #11c Tag Everything (not set) showing in your AdWords reports?  Auto-tagging does not have cost data applied.  Redirect in the URL.  gclid parameter is wonky.  Auto and manual tagging are both selected.  Manually tagged URLs are missing a parameter.
  54. 54. searchmarketingexpo.com @mikegracen #SMX #11c

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