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.

1. DFWSEM 2013
ELIZABETH MARSTEN
PORTENT, INC.
Leveraging SEO for
PPC

2. ELIZABETH MARSTEN (ME)
• VP of Search Marketing
• Pay-Per-Clip Marketer
• SEO, Social, PPC
• @ebkendo
• http://bitly.com/bundles/ebkendo/5
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3. WHERE'S PORTENT?
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Technically speaking,
here.
More specifically,
here.

4. SO MANY TOOLS
Some with a free trial, most without.
• Raven
• Moz
• Majestic
• Screaming Frog
• SEMrush
• Ubersuggest
• The list goes on…
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5. FOLLOWERWONK

6. SAY WHA? WONK?
Twitter Follower Tool
Search biographies, interests, fellow followers
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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/
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8. TWITTER BIOS
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9. TWITTER BIOS
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10. COMPARE COMPETITORS
#stateofsearch @ebkendo
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11. REKINDLE LOST FOLLOWERS
You can run, but you can‟t hide
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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
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13. QUALITY SCORE (ISH)

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
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15. SITE SPEED
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16. SCREAMING FROG/CRAWLERS
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17. TAG ASSISTANT BY GOOGLE
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18. LINKING ADWORDS & WEBMASTER TOOLS
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19. BEST FRIENDS
#stateofsearch @ebkendo
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20. LOG FILES

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
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22. SO UGLY
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23. WINDOWS GREP 2.3
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24. FOLDER
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25. FILE TYPES
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26. FOUND „EM
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27. SAVE – PLAIN TEXT
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28. DELIMITED
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29. IMPORT (DATA TAB)
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30. TAB OR SPACE (LOOK AT THE PREVIEW)
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31. GENERAL
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32. TA- DAH!
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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
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34. DRAGON DOG
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35. ADSBOT VS. GOOGLEBOT
Interesting observation while combing through log files…
• Google Shopping (google+products)
• Googlebot showed up repeatedly
• No adsbot
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36. STAYING ON TOP

37. PANDAS, PENGUINS & HUMMINGBIRDS, OH MY!
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38. STATE OF SEARCH – GIANLUCA FIORELLI
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39. MOZ- DR. PETER MEYERS
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40. SEO BY THE SEA – BILL SLAWSKI
• Patents (explanations and theories around)
• Super unique & niche categories
• Legal & business in search
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41. THE END ...
I”LL SEE YOU AT QUESTIONS TIME
@ebkendo
Bit.ly bundle for today: http://bitly.com/bundles/ebkendo/7