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Nemoa 2014spring seo-sem integration (richard chavez)

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• This presentation will demonstrate the necessity of integrating SEO and SEM and managing each channel successfully through all stages of the customer’s journey. Moreover, through case studies, this presentation will clearly show that either channel cannot successfully perform independent of the other.
• This session will also illustrate how brands should position themselves throughout the customer’s journey and appropriate strategies for each stage.
• Now that Google has completely encrypted their natural search conversion data and Yahoo is soon to follow, the methodology of measurement has completely changed. This presentation will also provide new methods of strategic analysis with Term Not Provided at 100%. In addition to SEO and SEM integration, additional strategies for integration with PLAs, display and social media will be covered.
• A case study demonstrating the lift cross-channel integration can provide will also be shared.

Published in: Marketing, Technology, Business
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Nemoa 2014spring seo-sem integration (richard chavez)

  1. 1. SEO/SEM – the Case for Strategic Integration By Richard Chavez Vice President, SEO
  2. 2. Overview  About PM Digital  The Power of Search as a Marketing Channel  Understanding the Customer Journey  SEO/SEM Blended Reporting (Deep-Dive Study)  Term Not Provided at 100% (What to do?)  Case Studies  Key Takeaways 2
  3. 3. About PM Digital 3 A full-service marketing agency that helps leading brands achieve their highest online ROI through an unmatched combination of strategy, solutions and expertise. 22 Years in Business  300 Experts  8 Offices  200+ Media Buying Power Internet Retailer Top Search Engine Marketing Vendor 2011 Paradysz Named to Crain's New York 50 Fastest-Growing Companies Bronze award for Marketing Agency of the Year from the Stevie Awards eTail Best In Class: Search Industry Associations Awards & Recognition
  4. 4. The Power of Search as a Marketing Channel  Search engines (SEO and SEM) are a key driver to retail sites  According to Hitwise, search engines drive 37% of retail online traffic1  A PM Digital study revealed that search engines drive over 70% of retail traffic and 55% of online revenue2  SEM (40%), SEO (30%) – traffic  SEM (35%), SEO (20%) - revenue 4 1. Upstream traffic, Shopping, Hitwise, 10/12 – 09/13 avg. 2. % of total retail traffic and revenue driven from search engines, PM Digital Study
  5. 5. Understanding the Customer Journey Search data from Google or Bing provides a quantitative understanding of consumer shopping behavior. That data can be analyzed and classified into the customer’s journey / sales funnel. The goal is create brand awareness (visibility) and a compelling user- experience throughout the customer journey in multiple stages. Each marketing channel has a specific role with each stage (SEO, SEM, Social, Email, Direct) Items to consider when creating such a roadmap:  Avoiding brand speak vs. consumer speak (ex. daypacks vs. backpacks)  Apply sales funnel to taxonomy (navigation)  Create categories based on primary product type, product use and customer benefit or other relevant attributes 5
  6. 6. Understanding the Customer Journey The customer shopping journey can classified into sequential stages. 6 Awareness Consideration Intent Due Diligence Decision http://gweb-think-tools.appspot.com/customer-journey-to-purchase/ Not common, mostly occurs with high ticket items
  7. 7. Awareness  Generally shorter key phrases  Typically core business terms or category terms  Very high search volume  Lower conversion rates  Example:  handbags  sweaters  Dresses  The North Face 7 Awareness Consideration Intent Due Diligence Decision
  8. 8. Consideration  Generally 2-3 word keywords  one identifier + the root  Lower search volume  Better conversion rates  Higher amount of keywords in this stage  Example:  Brand + category Coach handbags  Gender + category Women’s sweaters  Need + Category plus-size dresses  Brand + Discount Steve madden coupons 8 Awareness Consideration Intent Due Diligence Decision
  9. 9. Intent  Generally 3-4 word keywords  two identifiers + the root  Even lower search volume  Even better conversion rates  Example:  Local (keyword) coach handbag store scottsdale  Brand + model (keyword) steve madden troopa boot  Price identifier + brand/product category + product steve madden womens boots on sale  Best + brand/attribute + model/product type best waterproof mens winter jacket9 Awareness Consideration Intent Due Diligence Decision
  10. 10. Due Diligence  Common for high-ticket items  Keywords to understand financial commitments  benefit/return of post-purchase, warranty, return policy, reviews (product specific), comparison  Example:  Brand + model + reviews/customer service/aftermarket  steve madden troopa boot reviews  steve madden boot return policy  whirlpool gold refrigerator reviews  kenmore elite dryer vs whirlpool gold dryer  2012 honda civic resale value  Less common for most retail shopping 10 Awareness Consideration Intent Due Diligence Decision
  11. 11. Decision  Generally 4+ word keywords  four or more identifiers + the root  Can include “Buy” or “Shop”  exact specs of product search  Example:  Buy + brand + model + attribute + value prop  black north face denali free shipping  Steve madden black troopa boot size 8  Brand + model + color/size + pricing + value prop  north face thermoball jacket blue free shipping • Generally fewer keywords in this stage, many customers convert via direct load 11 Awareness Consideration Intent Due Diligence Decision
  12. 12. SEO/SEM Deep-Dive Study Objective: Combining natural and paid search data to determine opportunities for overall optimization to increase/maximize Search Engine Result Page (SERP) SOV. Questions: • How do I use paid search data to help make natural search optimization decisions? • Are there keywords I should be optimizing for in natural search? • Are there takeaways that can be shared with the SEM team? Solution: This study contains paid and natural search data from the top-10 most trafficked PM Digital retail clients to create a combined view for each keyword in each stage of the customer’s journey to facilitate data-driven SEO & SEM decisions. • The data timeframe was from 10/12 – 09/30 to ensure SEO performance data and peak holiday performance were included 12
  13. 13. SEO/SEM Deep-Dive Study Summary Overall, the best performance (revenue, orders and clicks) occur when SEO and SEM have strong side-by-side comparison. Performance drops significantly as SEO positioning declines for both SEO and SEM. 13
  14. 14. SEO/SEM Deep-Dive Study (Awareness) SEO Considerations  Average Rank: 6.6 (page 1)  Avg. 5.2 million searches / mo1  Content creation for homepage and top-level category pages  Above-the-fold  Maintain a good user-experience  Optimize brand+category  Optimize and publish content via Google+ for increased brand ownership 14 1. Google Local, Exact-Match, U.S. SEM Considerations  Average Rank: 1.63 (page 1)  Impressions: 236 million  5.88% CTR  $0.74 CPC  17-1 A/S  Exact match, Broad match modifier, Negative match, Day parting to manage budget,  Solicit reviews (Biz Rate)  Sitelinks for key categories SEO Visibility SEO % Clicks SEO % of Orders SEO % of Rev. SEO Conv. SEM % Clicks SEM % of Orders SEM % of Rev. SEM CTR SEM Conv SEM % of Spend Pg 1 (1-3) 48.90% 49.26% 98.37% 1.65% 47.43% 48.43% 97.58% 9.64% 2.87% 84.28% Pg 1 (4-10) 50.84% 50.64% 1.45% 1.63% 51.14% 50.80% 1.44% 5.46% 2.79% 4.64% Pg 2 0.12% 0.05% 0.08% 0.77% 0.64% 0.42% 0.52% 0.81% 1.85% 5.15% Beyond Pg 2 0.14% 0.05% 0.09% 0.51% 0.79% 0.35% 0.46% 0.44% 1.25% 5.93% Performance Summary by Keyword Rank (Awareness, all SEM ranks) SEO Clicks SEO Orders SEO Conv. SEO Rev SEM Spend SEM Impressions SEM Clicks SEM Orders SEM Conv. SEM Rev Total Rev 78.22% 83.44% 1.6% 84.89% 55.51% 49.94% 71.08% 70.82% 2.8% 73.89% 76.69% Awareness Stage Performance Contribution
  15. 15. SEO/SEM Deep-Dive Study (Consideration) SEO Considerations  Average Rank: 5.35 (page 1)  Avg. 3.6 million searches / mo1  Content creation for category and sub- category pages  Create sub-categories and remerchandise where inventory is available  Above-the-fold  Maintain a good user-experience15 1. Google Local, Exact-Match, U.S. SEM Considerations  Average Rank: 1.17 (page 1)  Impressions: 202 million  2.42% CTR  $0.70 CPC  5-1 A/S  Exact match, Phrase match, Negative match, Day parting to manage budget  Solicit reviews (Biz Rate)  Sitelinks for key sub-categories SEO Clicks SEO Orders SEO Conv. SEO Rev SEM Spend SEM Impressions SEM Clicks SEM Orders SEM Conv. SEM Rev Total Rev 19.19% 14.55% 1.2% 13.28% 35.91% 42.75% 25.01% 26.89% 3.0% 23.99% 21.26% Consideration Stage Performance Contribution SEO Visibility SEO % Clicks SEO % of Orders SEO % of Rev. SEO Conv. SEM % Clicks SEM % of Orders SEM % of Rev. SEM CTR SEM Conv SEM % of Spend Pg 1 (1-3) 90.58% 89.58% 89.38% 1.15% 85.58% 79.38% 77.59% 4.11% 2.75% 75.87% Pg 1 (4-10) 6.66% 8.61% 8.18% 1.50% 8.93% 16.11% 17.62% 1.21% 5.35% 15.34% Pg 2 1.06% 0.68% 0.98% 0.75% 3.70% 3.63% 4.03% 2.03% 2.91% 4.56% Beyond Pg 2 1.70% 1.13% 1.46% 0.77% 1.80% 0.88% 0.76% 0.30% 1.46% 4.23% Performance Summary by Keyword Rank (Consideration, all SEM ranks)
  16. 16. SEO/SEM Deep-Dive Study (Intent) SEO Considerations  Average Rank: 5.8 (page 1)  Avg. 588K searches / mo1  Content creation for product pages  Optimize product reviews  Write authorative product descriptions  Create local store pages, submit via Google + Local  Create promotional pages and promote on- site  Merchandise Nav by product attributes 16 1. Google Local, Exact-Match, U.S. SEM Considerations  Average Rank: 2.02 (page 1)  Impressions: 33 million  2.22% CTR  $0.86 CPC  4-1 A/S  Exact match, Phrase match, PLA, Day parting to manage budget  Solicit reviews (Biz Rate)  Sitelinks for key products, promotions, value prop pages SEO Clicks SEO Orders SEO Conv. SEO Rev SEM Spend SEM Impressions SEM Clicks SEM Orders SEM Conv. SEM Rev Total Rev 2.41% 1.75% 1.10% 1.57% 8.23% 7.03% 3.78% 1.99% 1.50% 1.90% 1.82% Intent Stage Performance Contribution SEO Visibility SEO % Clicks SEO % of Orders SEO % of Rev. SEO Conv. SEM % Clicks SEM % of Orders SEM % of Rev. SEM CTR SEM Conv SEM % of Spend Pg 1 (1-3) 88.83% 86.31% 87.36% 1.09% 80.32% 81.99% 83.05% 2.28% 1.53% 82.20% Pg 1 (4-10) 6.63% 8.24% 7.33% 1.39% 9.57% 13.57% 13.48% 1.63% 2.12% 9.11% Pg 2 2.15% 2.21% 2.08% 1.15% 5.48% 1.14% 0.93% 3.81% 0.31% 3.77% Beyond Pg 2 2.39% 3.23% 3.24% 1.52% 4.63% 3.30% 2.53% 2.10% 1.07% 4.92% Performance Summary by Keyword Rank (Intent, all SEM ranks)
  17. 17. SEO/SEM Deep-Dive Study (Decision) SEO Considerations  Average Rank: 2.67 (page 1)  Avg. 29K searches / mo1  Content creation for product pages  Optimize product reviews  Write authorative product descriptions  Include value prop in page title, body copy (Free Shipping)  Optimize product images  Include in XML sitemap  Watermark if possible 17 1. Google Local, Exact-Match, U.S. SEM Considerations  Average Rank: 1.92 (page 1)  Impressions: 1.3 million  2.22% CTR  $0.94 CPC  4-1 A/S  Exact match, PLA  Add reviews and value prop in ad copy (SEM and PLA)  Sitelinks for product pages and upsell pages SEO Clicks SEO Orders SEO Conv. SEO Rev SEM Spend SEM Impressions SEM Clicks SEM Orders SEM Conv. SEM Rev Total Rev 0.17% 0.25% 2.20% 0.25% 0.35% 0.28% 0.13% 0.29% 6.40% 0.22% 0.23% Decision Stage Performance Contribution SEO Visibility SEO % Clicks SEO % of Orders SEO % of Rev. SEO Conv. SEM % Clicks SEM % of Orders SEM % of Rev. SEM CTR SEM Conv SEM % of Spend Pg 1 (1-3) 92.42% 84.71% 84.33% 2.04% 93.85% 94.60% 93.97% 1.80% 5.90% 95.05% Pg 1 (4-10) 2.65% 2.28% 1.78% 1.92% 2.59% 1.43% 1.23% 6.66% 3.25% 1.63% Pg 2 1.19% 3.51% 3.37% 6.60% 1.26% 1.30% 1.52% 7.04% 6.05% 1.04% Beyond Pg 2 3.75% 9.49% 10.52% 5.65% 2.31% 2.66% 3.28% 3.73% 6.76% 2.28% Performance Summary by Keyword Rank (Decision, all SEM ranks)
  18. 18. Term Not Provided at 100% (what to do?)  In Q4 of 2011, Google began encrypting the SEO keyword referrer data for users signed-in to their Google account (gmail, Google+, etc.).  In late September 2013 Google moved to 100% encryption (Term Not Provided) of all search clicks with the exception of SEM clicks.  Individual keyword performance data (traffic, conversions, revenue, etc.) are no longer be available via analytics (GA, Coremetrics & Omniture).  Yahoo and Bing have recently announced that they will/have moved to 100% natural search keyword encryption 18 http://www.pmdigital.com/blog/2013/09/term-provided-100-means-brands/
  19. 19. Term Not Provided at 100% (Don’t Give Up!) 19  SEM data is still available, making integration that much more important  Google provides traffic data via Google Webmaster Tools (GWT)  Tag URLs for SEO performance (conversions / revenue)  Expand GWT by category to enable keyword expansion (Google allows 2k per account)  Measure rankings by URL
  20. 20. Term Not Provided at 100% (Challenges) 20  URL performance data is not always readily available via analytics  Coremetrics requires the Explorer integration  Modification via the application  Coremetrics provides minimal support  Omniture requires the Data Explorers/Genesis Integration  Should not require a fee  Easier integration  New updates may be available at the end of March 2014  Google Analytics provides a seamless integration http://www.pmdigital.com/blog/2013/10/prepare-seo-reporting-term-provided-100/
  21. 21. Term Not Provided at 100% (A New Outlook) 21 By leveraging Google Webmaster Tools Click Data, SEO/SEM integration can continue in a strategic manner  Adding GWT click data and forecasting/estimating based on SEO performance  Sitewide SEO conversion rate and AOV (recommended)  SEM keyword conversion rate and AOV (conversion rates can vary greatly)  SEO conversion rate by remaining keyword data and AOV  Include metrics from other channels  Display – keyword ads  Social (hashtag tracking)  Mobile
  22. 22. Term Not Provided at 100% (A New Outlook) 22 Keyword GWT Clicks SEO Clicks SEM Clicks SEO Rank SEM Rank Orders- GWT Orders- Organic Orders- SEM Revenue- GWT Revenue- Organic Revenue- SEM keyword 1 46,506 18,738 832,106 1 1.6 930.12 140 6,500 $139,518 $29,629 $1,485,997 keyword 2 1,807 1,079 50,030 1 1.1 36.14 23 544 $5,421 $5,224 $128,107 keyword 3 3 5 108 1 1.1 0.06 1 2 $9 $996 $396 keyword 4 402 501 16 1 1.1 8.04 3 0 $1,206 $935 $0 keyword 5 1,993 1,330 53,370 1 2.6 39.86 3 244 $5,979 $774 $65,618 keyword 6 863 182 7,680 1 1.8 17.26 2 18 $2,589 $760 $3,558 keyword 7 1,417 648 30,908 1 1.5 28.34 2 108 $4,251 $676 $32,520 keyword 8 1,483 779 35,192 1 2.2 29.66 2 110 $4,449 $628 $32,114 keyword 9 34 152 164 2 1.1 0.68 1 2 $102 $606 $216 keyword 10 4,231 1,000 90,490 1 2.5 84.62 1 220 $12,693 $598 $46,808 CPC Total CPC Impressions Search Volume SEO Conv. Rate SEO Conv. Rate $0.08 $64,248 4,719,704 1,000,000 0.75% 0.78% $0.06 $3,150 108,608 74,000 2.13% 1.09% $0.10 $10 462 0 20% 1.85% $0.14 $2 74 0 0.60% 0% $0.10 $5,469 369,474 201,000 0.23% 0.46% $0.18 $1,410 80,576 60,500 1.10% 0.23% $0.13 $3,987 270,024 74,000 0.31% 0.35% $0.17 $6,102 1,087,486 40,500 0.26% 0.31% $0.14 $22 1,186 0 0.66% 1.22% $0.17 $15,681 634,632 246,000 0.10% 0.24%
  23. 23. Case Study (Western Wear) 23 Challenge:  A PM Digital Search Behavior Study of non-branded western wear revealed that the SEM campaign only had coverage for 2% of the terms analyzed in the study  With little SEM support, the SEO performance of these terms was low even though rankings were strong  Client competitors received a lot of traffic from these terms Solution:  New SEM non-brand campaigns and increased spend (yearly budget was already sealed, but client did approve additional spend) Results:  The increased coverage and spend led to a 25% increase in competitive SEM clicks in Q4 2012
  24. 24. Case Study (Bedding Retailer) Challenge:  Bedding retailer carried multiple brands and had strong sales and rankings for the brands they carried  While the SEO success was strong, it was limited to top and bottom levels of the sales funnel  Blended SEO/SEM data showed strong SEM traffic and high consumer search demand, but low conversions for mid-tier searches (sub-category / brand + product type), content did not exist Solution:  PM Digital created sub-category pages at the Narrowing Stage for three top-selling brands  Pages went live in early October 2012 Results:  SEO orders increase: Q4 YOY: 32%  SEO revenue increase: Q4 YOY: 27% 24 Awareness (bedding) Consideration (brand + bedding) Intent (brand + product type (fitted sheet) Decision (brand + product name)
  25. 25. Key Takeaways • Research the customer journey based on your products/services • Understand the behavior of each stage • Create / expand content to increase brand awareness for the entire journey • Integrate SEO and SEM/PLAs to gain a complete view of customer intent • Understand performance strengths and gaps by each funnel and natural search ranking • Create content (home, category, reviews, local, etc.) to maximize SEO and SEM relevancy to increase SEO rankings and SEM quality score • Modify SEM bidding based on stage of the journey • Awareness > Consideration > Intent > Due Diligence > Decision • SEO top rankings greatly influence SEM performance and vice-versa, so data sharing and optimization is paramount • Integrate Google Webmaster Tools data to existing SEO data to capture a larger performance view25
  26. 26. Thank You! 26 Richard Chavez Vice President, SEO PM Digital 212-851-8681 rchavez@pmdigital.com www.pmdigital.com Blog: http://www.pmdigital.com/blog/ http://www.pmdigital.com/blog/a uthor/richardchavez/ Twitter:  @PMDigital  @richardachavez

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