State of Search 2013 - DFWSEM

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What PPC Can Steal from SEO - given at State of Search 2013, through DFWSEM, Dallas, TX. November 18, 2013

Learn some tips and tricks that paid search can borrow from the SEO industry tools.

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  • Came up with this presentation idea over 4months ago and had to wait for the agenda to come out to even remember what I submitted
  • Landing page “quality” is a QS factor
  • Problem keyword or page? Have checked out the site speed? We know it’s a factor in QS, just not how large of one
  • GA, tag manager,adwords conversion code, whatever. Sometimes SEOs redirect pages and don’t tell you and your ads could be going to the old location. You can crawl a feed for missing attributes as well
  • Chrome plugin
  • Big brand (who shall remain unnamed) found that when they turned their branded PPC terms off, organic took a 30% hit because of all the other “noise” on the page. If you haven’t done this yet, you should
  • Find out if "google+products, PLA, shopping, etc;
  • *.* will do everything in the folder, .log in custom file specification otherwise
  • Highlight file, Save As- results in plain text
  • Open Excel - Open TXT file –IMPORT functionDelimited
  • Open Excel - Open TXT file –IMPORT functionDelimited
  • Open Excel - Open TXT fileDelimited
  • Open Excel - Open TXT fileDelimited
  • Open Excel - Open TXT fileDelimited
  • Sort by Row J/IP address
  • Sort by Row J/IP address
  • Sort by Row J/IP address
  • Does a site penalized by Penguin have PPC effected? Sort of, PPC picks up the lost clicks
  • State of Search 2013 - DFWSEM

    1. 1. DFWSEM 2013 ELIZABETH MARSTEN PORTENT, INC. Leveraging SEO for PPC
    2. 2. ELIZABETH MARSTEN (ME) • VP of Search Marketing • Pay-Per-Clip Marketer • SEO, Social, PPC • @ebkendo • http://bitly.com/bundles/ebkendo/5 2
    3. 3. WHERE'S PORTENT? 3 Technically speaking, here. More specifically, here.
    4. 4. SO MANY TOOLS Some with a free trial, most without. • Raven • Moz • Majestic • Screaming Frog • SEMrush • Ubersuggest • The list goes on… 4
    5. 5. FOLLOWERWONK
    6. 6. SAY WHA? WONK? Twitter Follower Tool Search biographies, interests, fellow followers 6
    7. 7. TWITTER ADS, DUH Promoted Tweets, Profiles & Lead Capture Social PPC or Paid Social, whatever you call it. It‟s totally becoming a “thing” you see… • Compare competitors • Find new followers or lookalikes to target • Find out who dumped you http://www.stateofsearch.com/how-i-use-followerwonk-and-why-i-love-it/ 7
    8. 8. TWITTER BIOS 8
    9. 9. TWITTER BIOS 9
    10. 10. COMPARE COMPETITORS #stateofsearch @ebkendo 10
    11. 11. REKINDLE LOST FOLLOWERS You can run, but you can‟t hide 11
    12. 12. WHEN TO TWEET VS. AD SCHEDULING Why not match up? Have a special promotion or deal this holiday season going up? • Check your top tweet response times against your ad schedule • Bid modifier adjustment needed? • Maybe even tie the two together: Offers/Promotions/Hashtags/Usernames • Persona research #stateofsearch @ebkendo 12
    13. 13. QUALITY SCORE (ISH)
    14. 14. BASIC SEO PRACTICES The same basics for landing page relevance/quality for PPC matter for SEO • Title tag (70 characters or less) • Dashes over bar separators • H1 tag, H2s and H3s • Meta description • Keywords on the page • Robots.txt • Keyword map • Sitemap 14
    15. 15. SITE SPEED 15
    16. 16. SCREAMING FROG/CRAWLERS 16
    17. 17. TAG ASSISTANT BY GOOGLE 17
    18. 18. LINKING ADWORDS & WEBMASTER TOOLS 18
    19. 19. BEST FRIENDS #stateofsearch @ebkendo 19
    20. 20. LOG FILES
    21. 21. HOW TO GET THEM & WHY This seems like a personal hell for the non-technical A little bit. BUT… • What if you could filter by IP an see repeat clickers on PLAs? (comparison shoppers) • See how often bots are checking you out • Check out super detailed info by user on time on site, returning visits, browser • Cause nerding out is fun 21
    22. 22. SO UGLY 22
    23. 23. WINDOWS GREP 2.3 23
    24. 24. FOLDER 24
    25. 25. FILE TYPES 25
    26. 26. FOUND „EM 26
    27. 27. SAVE – PLAIN TEXT 27
    28. 28. DELIMITED 28
    29. 29. IMPORT (DATA TAB) 29
    30. 30. TAB OR SPACE (LOOK AT THE PREVIEW) 30
    31. 31. GENERAL 31
    32. 32. TA- DAH! 32
    33. 33. TIPS Don‟t tear your hair out just yet: • UTM tagging is your friend • Start with 1 or 2 days of logs, not a month • Stackoverflow.com/Googling it helps • Set aside at least one interruption-free hour #stateofsearch @ebkendo 33
    34. 34. DRAGON DOG 34
    35. 35. ADSBOT VS. GOOGLEBOT Interesting observation while combing through log files… • Google Shopping (google+products) • Googlebot showed up repeatedly • No adsbot 35
    36. 36. STAYING ON TOP
    37. 37. PANDAS, PENGUINS & HUMMINGBIRDS, OH MY! 37
    38. 38. STATE OF SEARCH – GIANLUCA FIORELLI 38
    39. 39. MOZ- DR. PETER MEYERS 39
    40. 40. SEO BY THE SEA – BILL SLAWSKI • Patents (explanations and theories around) • Super unique & niche categories • Legal & business in search 40
    41. 41. THE END ... I”LL SEE YOU AT QUESTIONS TIME @ebkendo Bit.ly bundle for today: http://bitly.com/bundles/ebkendo/7

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