Wil Reynolds - What Happens When An ‘SEO Guy’ Starts Doing PPC?

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What I learned about people, switching teams, and how to be a better marketer when I decided to solve SEO problems with PPC tools.

Marketing

Breaking
out of my
own Silo
@wilreynolds

©2016 Seer Interactive • p6
That’s why I started
spending more time on paid

©2016 Seer Interactive • p7
Starts With The Searchers,
Understand Where Marketing is Failing

©2016 Seer Interactive • p17
HMMMMMMThat is
Lots of waste in paid!

Seek out major disconnects between PPC landing
pages and organic ones

©2016 Seer Interactive • p23
Assume Organic = Better Answer :)

Compare the Related Searches to
Searcher Intent

©2016 Seer Interactive • p26
Small Business CRM
Related
“BEST”

©2016 Seer Interactive • p29
Best = Comparison Query
Guide me to an answer,
Paid…

©2016 Seer Interactive • p36
Best Small Business CRM

©2016 Seer Interactive • p39
Built a Page that provides guidance,
Get rewarded!

©2016 Seer Interactive • p42
3 examples
Where feeling
matters more than
the word.

Get data on your content performance, use it for
smarter targeting.

SCROLL DEPTH, WHICH CONTENT IS WORTH
BOOSTING?

©2016 Seer Interactive • p54
Before you pay,
check interaction / conversions on
mobile

©2016 Seer Interactive • p59
Targeted Moz, Hubspot,
employees who might curate

© 2015 Seer Interactive • All Rights Reserved • Page ‹#›
Catch someone on a slow day

©2016 Seer Interactive • p65
Cost $75.12!

Learn Tableau, Data Studio, Power BI, combine
data sets

©2016 Seer Interactive • p73
4 axis instead of 2

©2016 Seer Interactive • p77
Just Keep Dumping The Data In…

PAA Results, = high funnel sites your customers
will be on at SOME point.

©2016 Seer Interactive • p80
Get every keyword you care about ranking for and pull
the PAA’s for all

©2016 Seer Interactive • p82
Display
Partner (email)
Target those writers

©2016 Seer Interactive • p86
“Best Photo Editing Software”
or
“Get rid of those minor flaws”
“Your Touchup Secret is Safe With Us”

Go Deep w/ Event Triggers
On organic assets

©2016 Seer Interactive • p91
Remarket to peoplewho clicked on Military
with different creative, copy, bids
Exclude people who have less than 2 executiveoffices

Use Analytics to Better Qualify Expensive
Keywords

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Google is falling into a familiar pattern. First, they offer web publishers in a sector (flights, recipes, local, video, e-commerce) increased visibility and SERP display options. Next, they incent participation in specific formats and data structures. And, finally, they take that data for themselves, changing the SERPs to favor advertising, their own properties, and/or instant answers that can reduce publisher traffic. For web marketers, it’s a prisoner’s dilemma — do we give Google what they want now so a competitor doesn’t cave first, or do we hold back and miss out on traffic potential for fear of losing out long term? In this presentation, Rand will show data on how Google is being used today, and how it’s changing, then dive into strategic initiatives and specific examples of how savvy players can build a moat to protect against long-term risk. Included will be tactical wins every site can take advantage of to drive more traffic and improve their content and web marketing strategies. A collaborative process for marketing teams, designed to create high-performance digital experiences that solve real, observed customer pains.

Juan Felipe Rincon - How Do You Teach 10 Million Hard-to-Reach Website Owners...

Turing Fest

Some key audiences can be really difficult to reach. Those of us who focus on helping website owners keep their sites safe from hackers know this well — those who we think we could help the most are often the least tuned-in. Through the years that Google has been chipping away at the challenge of teaching all webmasters how to be security-conscious, we’ve learned some lessons we like to share — the challenges, techniques that have worked, approaches we tried and haven’t been quite as effective, and how this ties to our own philosophy of focusing on content that is relevant, targeted and focused on solving the user need.

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