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Gustavo Pelogia - Power Up your SEO and PPC data

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Presented at Give it a Go in Leeds on 30 Aug 2018

Published in: Marketing
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Gustavo Pelogia - Power Up your SEO and PPC data

  1. 1. @pelogia Power up your SEO and PPC data Gus Pelogia | @pelogia
  2. 2. @pelogia@pelogia *Icons by Flaticon.com
  3. 3. @pelogia Oh, I love sitcoms @pelogia
  4. 4. @pelogia SEO and PPC… @pelogia
  5. 5. @pelogia We’re always fighting each other
  6. 6. @pelogia@pelogia
  7. 7. @pelogia@pelogia
  8. 8. @pelogia However… @pelogia
  9. 9. @pelogia We still can be friends!
  10. 10. @pelogia Once you give Google money…
  11. 11. @pelogia Valuable data is waiting for you @pelogia
  12. 12. @pelogia So let’s spend some money…
  13. 13. @pelogia And we can provide the non- provided!
  14. 14. @pelogia@pelogia *Images 2 and 4 by Flaticon.com
  15. 15. @pelogia@pelogia
  16. 16. @pelogia 999 Keywords @pelogia
  17. 17. @pelogia Here’s a fictional company @pelogia
  18. 18. @pelogia@pelogia Let’s call it Dunder Mifflin
  19. 19. @pelogia The monetary value of your SEO traffic
  20. 20. @pelogia GSC Search Term [ Clicks * Paid CPC] @pelogia
  21. 21. @pelogia
  22. 22. @pelogia If “Dunder Mifflin” had to pay for their SEO traffic last month, it would have costed… @pelogia
  23. 23. @pelogia € 5,201.43 @pelogia 50.093 Organic Clicks
  24. 24. @pelogia@pelogia Overtime SEO savings
  25. 25. @pelogia The percentage of your branded vs non-branded traffic
  26. 26. @pelogia Get your GSC search term list @pelogia
  27. 27. @pelogia Add a little formula =ARRAYFORMULA(IF(A2:A="","",IF(ISNUMBER(SEARCH("*bran d-name*" ,A2:A)),"branded search","non-branded search"))) @pelogia
  28. 28. @pelogia@pelogia
  29. 29. @pelogia 73.25% 26.75% SEO Branded Traffic Non-Branded Traffic 41.94% 58.06% PPC Branded Traffic Non-Branded Traffic @pelogia
  30. 30. @pelogia Brand coverage
  31. 31. @pelogia Branded search… The click is yours, right? @pelogia
  32. 32. @pelogia Almost there… But not yet.
  33. 33. @pelogia@pelogia
  34. 34. @pelogia GSC Search Term [PPC CTR + GSC CTR] @pelogia
  35. 35. @pelogia@pelogia
  36. 36. @pelogia@pelogia Buddies together!
  37. 37. @pelogia Weak SEO coverage: identify the keywords that bring money and focus on them
  38. 38. @pelogia What is better than free visits? @pelogia
  39. 39. @pelogia Free visits and free conversions! @pelogia
  40. 40. @pelogia SEO Rank [Below 10] PPC Conversions [More than 0] @pelogia
  41. 41. @pelogia@pelogia
  42. 42. @pelogia Where you waste money: keywords with no PPC conversions but high SEO visibility
  43. 43. @pelogia SEO Rank [Above 4] PPC Conversions [None] @pelogia
  44. 44. @pelogia@pelogia
  45. 45. @pelogia Sometimes you do need these keywords anyway @pelogia
  46. 46. @pelogia But if you’re on a budget, this can be a life saver @pelogia
  47. 47. @pelogia
  48. 48. @pelogia
  49. 49. @pelogia Landing Pages: are you ranking with the best URL?
  50. 50. @pelogia We pursue the same customer… @pelogia
  51. 51. @pelogia So we use the same landing page, right? @pelogia
  52. 52. @pelogia I tested the “Dunder Mifflin” website @pelogia
  53. 53. @pelogia 54% not matching @pelogia
  54. 54. @pelogia
  55. 55. @pelogia It doesn’t at all mean that things are wrong @pelogia
  56. 56. @pelogia But they might be @pelogia
  57. 57. @pelogia And this your conversation starter
  58. 58. @pelogia Find your outstanding converting copy and apply to SEO
  59. 59. @pelogia GSC Search Term [SEO Title – PPC Headlines] @pelogia
  60. 60. @pelogia Keyword: Vacuum Cleaner @pelogia
  61. 61. @pelogia SEO Title: Vacuum Cleaners – Brand Name PPC Title: Buy Vacuum Cleaners Online Final Reductions - Ending Soon PPC Copy: 18.8% CTR @pelogia
  62. 62. @pelogia@pelogia
  63. 63. @pelogia There’s no right or wrong @pelogia
  64. 64. @pelogia But with provided data you can do at least a little better @pelogia
  65. 65. @pelogia So @pelogia
  66. 66. @pelogia@pelogia Takeaways
  67. 67. @pelogia SEO traffic value Branded vs non-branded traffic Brand coverage Identify weak SEO coverage Money wasters Comparing landing Pages Comparing converting titles
  68. 68. @pelogia I know this is a lot to do at once @pelogia
  69. 69. @pelogia But I got you covered! @pelogia
  70. 70. @pelogia@pelogia
  71. 71. @pelogia Your Google Sheets Tool Just plug in your SEO and PPC data @pelogia
  72. 72. @pelogia Your ready to go Google Sheets to plug SEO and PPC @pelogia
  73. 73. @pelogia https://pelogia.it/giveitago @pelogia
  74. 74. @pelogia

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