Brand Building Besties: SEO & PPC Work Better Together

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godigitalmarketing.com
Brand Building
Besties: SEO & PPC
Work Better
Together

Presenters
Jessie Hochhalter
Sales & Strategy Enablement
Jerilyn Soncrant
Product Manager

Agenda
SEO: The
foundation of
building your
brand online
Mobile
enablement
strategies
PPC: Using
search ads to
drive
engagement

Laying the
Foundation for Your
Brand Online

Consistency Is Perhaps the Most
Important Factor
of consumers believe it’s important for
businesses’ online experiences to be
consistent with their in-store experience.
- G/O Digital, 2016
90 of consumers expect their customer
experience to be consistent across all
channels and devices used to interact with a
brand.
-NJIT, 2014
%
76%

Know Your Target Audience
• Learn who they are
• Know how to speak to them
• Know where to find them

Optimize Your Website
User-friendly design always comes first
• Must be mobile-friendly
• Easily navigable pages
Site content should be a cornerstone
• Accurate, consistent information
• SEO-friendly descriptions and copy

Win Locally With Consistent NAP Information
Listing contact information on external sites is just as
important as having it on your own.
• Claim maps listings (Google, Yahoo, Bing, Yellow Pages, etc)
• Make sure you’re claiming for each location you have
• Important listing information:
• Name
• Address
• Phone number
• Email
• Consistent business description
Ensure the information is the same across all sites.
It sounds like a no-brainer, but you’d be surprised how often
business descriptions differ.

Mobile Adaptation Is Key
Mobile-Friendly
Desktop design that will render properly on mobile
devices
Mobile-Optimized
Native mobile-user experience with buttons, larger
fonts, etc.
Mobile-Responsive
A single site created to respond to the functionality of
the device it’s being viewed on

The Importance of Brand-Aligned Content
of consumers say “authenticity of
content” is the most influential factor to
become a follower of a brand.
80%
63% of consumers say they have engaged with
disappointing brand content.
- Pardot, 2014

Creating Topical Content
Meaningful content drives search results and improves web traffic.
• Write for business-aligned topics as opposed to keywords
What kind content should you create?
Blogs Infographics Videos
Remember:
All pages on your
site have the
potential to be the #1
result for any search
query.

Place External Content Strategically
Share industry-relevant content
• On your own site
• On your social channels
Contribute on others’ platforms
• Press releases
• Mentions on local news sites
• Contributed articles or mentions on
relevant blogs/sites

Actively Manage Your Online Reputation
• Set a monitoring system in place for responding to positive and negative
reviews
• Develop a program to encourage reviews from current patrons
• Share positive reviews on social media
• Can you share even more positive experiences from your customers?
• Get creative with customer spotlight social posts or blogs!

Social Media Supports Building Your
Online Brand
Consumers might encounter your brand first through social media, which means it needs to
be on-brand and up-to-date just as much as your own site.
Develop your social persona
• Who is your brand online?
Have a presence on all relevant social platforms
• Where is your customer base most active?
Quality over quantity
• Optimize your time and efforts by only selecting the most
relevant channels
• If you try to be on every platform, you can’t keep up with the
quality and frequency needed for each one
• If your customers aren’t there, it’s not worth your time

Social Media Best Practices for Local Businesses
• Follow and engage with industry
leaders and influencers
• Incorporate hashtags and current
events into your social strategy
• Ask questions, post photos and
engage with your audience
• Follow the 70/20/10 rule for what to
post

PPC Improves
Your Entire
Presence

Organic + Paid =

Difference Between Organic & Paid Results
Organic Results
• Results are ordered on the page based on things like
relevance to the search term and popularity (page rank)
• Text pulled directly from webpage based on query
Paid Results
• Ads are ordered on the page based on a combination of CPC
and relevance (quality score)
• Control message based on campaign set up (AdGroup,
location, time of day, etc.)

Search Engine Page Results
(SERP)
OrganicSponsoredLinks
1 to 4 ads on
Premium
positions
Up to 3 ads on
bottom of page
Ad Rank
Algorithm,
Free Results
No direct relation
between algorithms

Search Engine Page Results
(SERP)
OrganicSponsoredLinks
1 to 3 ads on
Premium
positions
1 to 3 ads on
bottom of page
Ad Rank
Algorithm,
Free Results
No direct relation
between algorithms

Organic & Paid in the Customer Journey
Search
“Planning
a trip to
Las Vegas”
Read
Magazine article about Las
Vegas shows and nightlife
Email
Friend who lives
in CA for advice
Visit
Various hotel
sites to look
at pictures
and prices
Display
Ads
Search
“Planning
a trip to
Las Vegas”
Remarketing
Visit
Hotel website and book

Organic & Paid in the Customer Journey
Return on InvestmentLow High
LowHigh
Generic Keywords
Branded Keywords
“How to buy a car”
“Certified 2014
Honda Civic”
Lower ROI, but aimed
at creating awareness,
expanding customer
base, and increasing
sales volumes
Highest ROI, but low
volume. Aimed at current
customer base
Most
often
paid
Most
often
organic
Volume

Organic + Paid =
1. Your customers expect to find you at the top of the page
2. Control your message when customer is ready to purchase
3. Direct potential customers when they want to convert
4. Own and control more real estate with paid and organic
5. Organic = research Paid = high commercial intent
6. Paid + Organic: Drive more traffic

1) Your Customer Expects to Find You
Heatmap Source: conversionxl.com 2016
¾ of consumers expect leading brands to be at the top of the page
⅓ associate placement with a company’s prominence

2) Control the Message
v.

3) Direct Potential Customers

4) Own and Control More Real Estate

5) High Commercial Intent Keywords
Source: wordstream.com/articles/google-ads (2012)

6) Paid and Organic Drive More Traffic
Advertisers that pause their search advertising campaigns sometimes
cite concerns about how much of the traffic to the sites is truly
incremental to clicks on natural search results.”
“Studies show search
ads drive
89% incremental
traffic on average
For local SMBs,
search ads drive
98% incremental traffic on
average
Source: Studies Show Search Ads Drive 89% Incremental Traffic, Research @ Google, July 21, 2013.

The Importance of
Mobile

The Mobile Revolution Is Already Here
1.5Bpeople with
smartphones globally
87%of millennials say their
phone “never leaves
their side”
50%people use mobile as
their primary device
5Bnext 5B will come
online via mobile

Mobile will account for 72% of total US ad spend by
2019
emarketer.com/Article/US-Digital-Ad-Spending-Will-Approach-60-Billion-This-Year-with-Retailers-Leading-Way/1012497
Mobile search ads Mobile display ads Mobile app ads

Mobile Is All the Time
Google internal, 2014

Mobile Changes the Way We Shop
40%
38%
Research on
smartphone
Then purchased
via computer
Then purchased
it offline

Consumers spend more than
15 hours per week on
mobile research
93% of people who used
mobile to research go on to
make a purchase
74% of mobile consumers
searched on mobile using a
search engine
Google/Nielsen Mobile Path to Purchase custom study, November 2013

Local
Extensions
Call
Extensions
Mobile
Sitelinks
Mobile
Preferred
Creative

Scooter Repair
On phone
8:30 am
Scooter Repair
On phone
11:14 pm

How Does Mobile Fit into Your Strategy?
Lead
Generation
Calls to
Business
Mobile
Commerce
Cross
Device
App
Downloads
Store
Visits
Site
Traffic
User
Engagement

Change Your Mindset and ROI Calculation

Make Your Website Mobile Friendly
Since April 21, Google started using mobile
friendliness as a ranking signal. This change can
have a significant impact in our search results on
mobile devices.
A mobile-friendly site may actually get
you better SEO ranking on mobile.

will leave your site
if they cannot find
information right away
61%
Source: Google Mobile Ads Blog

Great mobile websites help
drive sales and customer
loyalty
74%are more likely to return to a website
if it is mobile - friendly
are more likely to buy a product or
service, if the website is mobile -
friendly
67%
Source: Google Mobile Ads Blog

Make It Easy for Your Customers to Convert
Which site
would you
rather order
from?

Mobile-Friendly Sites
Getting started tips:
Homepage navigation
should be clear and mobile-
friendly
Streamline the user’s ability
to convert
Focus on usability
& form factor on
every page
Ensure Site Search is
present on every page
Keep form fields to the
absolute minimum
Constantly analyze and
optimize your mobile site
View all 25 Design Principles:
static.googleusercontent.com

Mobile-Friendly Sites: Webpage Speed
(7.083 seconds = avg load time for US retail mSites*)
*Source: www.businessinsider.com

abandon if a site
takes >3 sec to load
40%
expect a page
to load in <2 sec
47%
say fast load time
is important to
brand loyalty
52%
Source: Kissmetrics

Compared to a page that loads in 1 second
-22%
Pageviews
-22%
Conversions
+50%
bounce rate
View all 25 Design Principles:
static.googleusercontent.com
seconds
3
Source: http://conversionxl.com/

google.com/webmasters/tools/mobile-friendly/

developers.google.com/speed/pagespeed/insights/

Q&A
Jessie Hochhalter
Sales & Strategy Enablement
Jerilyn Soncrant
Product Manager

Thank you!

Brand Building Besties: SEO & PPC Work Better Together

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