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Searchstars 2018: Nikolaj Mogensen - Quisma

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"Data-driven SEM SEO synergies - Myth or reality?"
Presentation from SearchStars - Swedens largest search marketing conference.

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Searchstars 2018: Nikolaj Mogensen - Quisma

  1. 1. DATA-DRIVEN SEM SEO SYNERGIES – MYTH OR REALITY? @SearchStars Nikolaj Mogensen
  2. 2. 2 Nikolaj Mogensen Heading Quisma Danmark Performance Marketing agency with 8 SEO Specialists &10 copywriters +10 years in SEO +7 years on agency side +100 SEO audits delivered London UK Talking on a bounce of conferences Leveraging my favourite toolstack
  3. 3. That feeling when you explain SEM SEO Synergies to clients
  4. 4. Three drivers for SEM SEO synergy #1 Higher Quality Score #2 Higher CTRs #3 Aligned Search Strategy
  5. 5. First we can drive higher Quality Score #1 Higher Quality Score
  6. 6. 6 Better QS will significantly decrease you Google Ad spend 2 3 4 5 6 1 9 10 +600% +250% +133% +75% +40% +16% -12% Baseline -22% -30% 7 8
  7. 7. 7 Expected CTR Landingpage experience Ad Relevance What determines Quality Score • Relevance (determined mostly by the presence of keywords on the page), useful and original content • Transparency and trustworthiness • Ease of navigation • Encouraging visitors to spend time on your site
  8. 8. 8 Authority Platform Behaviour What determine good rankings Content
  9. 9. 9 Expected CTR Landingpage experience Ad Relevance Content Authority Technical Behaviour Working with SEO influence Landingpage experience
  10. 10. As SEM specialists we need to also take responsibility of the website
  11. 11. 11 Let me give you an example First jump to Google Ads
  12. 12. 12 2. Change columns 1. Go to Keywords
  13. 13. 13 3. Choose Quality Score Metrics
  14. 14. 14 4. Download data
  15. 15. 15 5. Go to Landingpages 6. Download data
  16. 16. 16 7. Calculate weighted average Campaign QS by first Timing QS with Impressions in keywords
  17. 17. 17 8. And calculate the weighted average QS on Campaign level
  18. 18. 18 10. Finally calculate the Weighted Average QS on page level 9. Remember to remove DSA and other stuff without QS
  19. 19. 19 11. Insert QS range and the multiplier going from a certain QS to 10
  20. 20. 20 12. Calculate the landingpage savings if QS was 10 by timing landingpage cost with QS multiplier
  21. 21. Then there is driving higher CTRs #2 Higher CTRs
  22. 22. 22 Why you should be visible on both organic and paid 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Accessories Pure Brand Capsules Machines Descaling Paid CTR Paid CTR if organic results are ranking Paid CTR increases 20-50%
  23. 23. 23 Expected CTR Landingpage experience Ad Relevance Rankings Getting rankings influence Expected CTR and thus fuel higher QS
  24. 24. As SEO specialists we need to incorporate SEM data in our work
  25. 25. 25 14. Insert QS savings into your content map and use it to prioritize where to optimize
  26. 26. 26 15. Work across paid and organic to diversify Ad copy and put layers to your communication rather than just duplicating it
  27. 27. Three drivers for SEM SEO synergy #3 Aligned Search Strategy
  28. 28. 28 A keyword can place itself in the follow three buckets Organic Impressions/clicks where we where only vissible on organic Paid Impressions/clicks where we where we only visible on paid Paid and organic Impressions/clicks where we where we where visible on both organic and paid
  29. 29. 29 Find out whether a category of keywords should be placed Organic Paid You might not want to invest in paid in certain categories that don’t provide imediate ROAS
  30. 30. 30 Look for opportunities in the data Organic Paid Are there any keywords that we rank with which we should also buy Google ads for? Are there any keywords which we buy where we should invest harder in getting rankings as well?
  31. 31. 31 16. Link your Search Console to Google Ads
  32. 32. 32 17. And use standard SEO SEM reporting 18. Download the dataset
  33. 33. 33 19. Create a table and make a pivot
  34. 34. 34 20. Set up the pivot like this to get an overview of performance in different Ad Groups
  35. 35. 35 Where should you place brand? Organic PaidBrandBrand VS Buy branded search terms Should you buy your branded searchterms and thus gain control over Or leave it with organic Or should you just let your organic rankings take the traffic
  36. 36. 36 Where should you place brand? Buy branded search terms Should you buy your branded searchterms and thus gain control over Or leave it with organic Or should you just let your organic rankings take the traffic VS Dominate the SERP Control over messaging Often cheap Lets you protect your brand Save Money People will ‘maybe’ find you anyhow
  37. 37. 37 DESIRE SEO | Guides AWARENESS INTEREST ACTION LOYALTY Create an integrated SEM-SEO approach SEM/SEO | Symptoms SEM/SEO | Products SEM/SEO | Brand SEM/SEO | Product categories
  38. 38. 38 17. Use organic competition for your keyword research 17. But also include paid competion
  39. 39. [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE][CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] 0 500 1000 1500 2000 2500 0.00 0.10 0.20 0.30 0.40 0.50 0.60 0.70 0.80 0.90 1.00 SEOCompetition SEM Competition 17. Visualize the search landscape with Organic and Paid Competition as they differ i.e. here in travel Search Volume >< SEM Competition >< SEO Competition
  40. 40. Stop talking and start working together SEM SEO Synergy is no myth – it just take courage and work
  41. 41. Thanks @SearchStars Nikolaj Mogensen https://www.linkedin.com/in/nikolajmogensen/ https://twitter.com/nrmogensen https://nikolajmogensen.dk/

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