How to Balance Your PPC and SEO Campaigns

PREPARED FOR // DMA ANNUAL CONFERENCE

OCTOBER 2012

PAID SEARCH & SEO WORKING

TOGETHER

SEARCH ENGINE MARKETING SHARE

@Location3 / @Andrew_Beckman

Image source: http://searchengineland.com/september-search-share-yahoo-continues-downward-slide-136112

SEARCH IS THE CATALYST

• Push vs. Pull Marketing

• Driving measurable sales / leads on the web

• Marketing has a responsibility to increase visits from both paid and organic search efforts


20% of daily queries have never been seen on Google

70% of queries in the U.S. have no exact matched keywords

54% of queries in the U.S. have 3 or more words and that number is rising

Google: 34,000 searches per second (2 million per minute; 121 million per hour; 3 billion per day; 88 billion per month)

Don’t let your customers slip through the cracks. Having a properly structured, targeted, and optimized paid search strategy can help you further enhance SEO efforts and capture the traffic your competitors are missing.

THE FACTS…….


Web analytics has grown to include a comprehensive analysis of all your web efforts, from your website to your social assets and more.

Segmented data between paid and organic search can help clarify traffic and conversion information on your site.

ANALYTICSTHE FOUNDATION OF EVERY PROGRAM


KEYWORDDEVELOPMENT


KEYWORDSEGMENTATION

Segmenting branded and unbranded keywords based on consumer intent, interest level, or search volume is key to delivering high quality, relevant search results.


KEYWORD EXAMPLES

• Match Type Strategy• Exact Match Focus• Relevance• Extensive Negative Build


KEYWORDDEVELOPMENT TOOLS


KEYWORD DEVELOPMENTSOCIAL

• Use social monitoring to optimize keyword lists for paid and SEO

• # Hashtag

• Community Q&A Sites

• Forums


AD COPYDEVELOPMENT


AD COPY EXAMPLES

Site Links

Site Links


BRAND MESSAGING

• Create keyword strategies that are relevant to current search trends and habits.

• Understand what forms of your services resonate most with your target audience.

• Keep brand messaging consistent in both PPC ad copy and SEO content.

Source: http://www.catalystsearchmarketing.com/2012/07/3-tips-to-understand-your-audience-and-how-they-search/@Location3 / @Andrew_Beckman

GOOGLE SHOPPING

• Optimize keywords in product titles and descriptions

• Add trusted merchant reviews to help establish consumer confidence and rank favorably with the new Shopping algorithm

• Add rich snippets to your data feed, such as individual product reviews


E-COMMERCE FEEDSADWORDS RESULTS

Google now allows you to link specific product pages to PPC ads.

The ad will feature the product, often with reviews, and will take the user directly to the product page where a purchase can be made.

This is a great way to give your existing e-commerce efforts a boost.


PPC ADS &SEO CLICKS

http://googleresearch.blogspot.com/2012/03/impact-of-organic-ranking-on-ad-click.htmlSource:

http://googleresearch.blogspot.com/2012/03/impact-of-organic-ranking-on-ad-click.html

KEYWORDANALYSIS

• Identify high performing keywords

• Analyze conversion percentages

• Decide which keywords or phrases can be used in organic search efforts

• Optimize for clicks & conversions

• NOTE: SEO data is now integrated into analytics and social media via Webmaster Tools


Image source: http://www.markcregan.com/wp-content/uploads/2010/06/keyword-conversion-rates.png

CONVERSION PATHBY KEYWORDS

• Optimize campaigns based on post click activity and conversion %

• Identify keyword themes

• Develop new ad groups

• Continue to optimize for performance


Google Analytics URL Builder

Google Analytics, as with the rest of the web analytics industry, is moving toward a model that looks across multiple user sessions to analyze the true channel influence on your conversions.

With this new model for web analytics, it is absolutely crucial that all web marketing efforts be properly tagged for Google Analytics, so that when your visitors reach your site, you know how they got there, every step of the way.

IMPORTANCE OF URL TAGGINGWITH NEW MULTI CHANNEL FUNNELS


http://www.google.com/support/analytics/bin/answer.py?answer=55578

PAID SEARCHTOOLS OF THE TRADE


LANDING PAGESPPC & SEO• Optimize landing pages using high quality content and high volume keywords based on conversion data

• Proper keyword saturation on landing pages increases rank and indexing in SERPs

• Heat mapping tools allow for testing different versions of landing pages to see which ones perform the best. (Crazy Egg, Clicktale)

• Build landing pages that will index and target specific terms to rank organically

• Target 2-3 keyword phrases per page; consider 1 keyword for page


KEYWORDSATURATION

Content strategies to increase the amount of phrases we are ranking on within the SE’s.

Keywords should appear in your visible content, but also in your meta-tags, page title tags, alt images, videos and anchor text.


Higher Rankings

Appear on more terms

KEYWORDSATURATION


KNOWING YOUR POSITIONS


• Understand the terms that convert on PPC

• Identify where the same PPC key phrases are ranking well organically

• Isolate “red zone” PPC terms and focus link building strategies for SEO around those phrases

ON PAGE ATTRIBUTES

• Creating “tags” for like content (category themes)

• Create breadcrumbs (Internal Linking)

• Create attractions / events / offers content pages that increase our keyword saturation


Image source: http://www.userplus.org/blog/wp-content/files_flutter//breadcrumb_canadamortgageandhousingcorporation.jpeg

Source: http://www.michaelcropper.co.uk/2012/02/ultimate-guide-to-the-google-panda-algorithm-821.html#factors

GOOGLE PANDA UPDATE (FEB 2011)RANKING FACTORSPenalizing Scrapping Content

Over optimization of keywords on a page

Low quality content

Poor user metrics (e.g. high bounce rate, low time spent on page)

Site technical issues or websites built using templatesSeptember 27th 2012 – Panda’s 20th update

GOOGLE’S PENGUIN UPDATE

Launched April 24, 2012, the Penguin update targeted over-optimized anchor text and “unnatural” links.

This update reinforced the need for relationship building, not link building.

Know your backlink portfolio.


Increased the amount of local and organic blended results, making the connection between both local and SEO efforts more important than ever.

GOOGLE’S VENICE UPDATE


EXAMPLE OF BLENDED RESULTS


THE ANATOMY OF A LOCAL SEARCH

Paid

Maps

Organic @Location3 / @Andrew_Beckman

“Triple threat”

WAYS TO BUILD BACKLINKS


WHAT IS INFLUENCER OUTREACH?

Getting to know themGathering both social and blog data, such as readership, followers and fans, as well as persona data to understand who these people are

Building a relationshipContacting the influencers to discuss an ongoing relationship of mutual content hosting and promotion

Understanding the valueMeasuring success based on both SEO and social factors, including links, engagements, shares traffic, status of relationships, etc.

The payoffObtaining ongoing guest posts containing links and sharing of our content through their well-qualified social networks.

Showing the loveEngaging with them through social channels, linking to and sharing their content.

Finding the influencersUsing a combination of SEO and social tools to locate individuals with social reach within our targeted categories


CONNECTING

1. You should follow the influencers on all available social media networks from your brand accounts (Note: brand pages cannot follow personal pages first on Facebook and Google+).

2. Organize influencers into a specific list on Twitter and circle on Google+.

WITH THE

INFLUENCERS


BACKLINK EXAMPLE http://www.fastsigns.com/597-syracuse-ny

http://businessfinder.syracuse.com/NY-Jamesville/Graphic-Designer-and-Artist-Services


The search engines prefer to rank websites that they consider to be more current as that would signify relevance to their users. My regularly adding fresh content, the search engines will see it as an active and up to date website

Many content strategies live at the national level, but sometimes there are opportunities on the local side to develop fresh content

• Sites Blog• Refresh content • Add new sub-pages

FRESH CONTENT


SEOTOOLS OF THE TRADE


WEBMASTER TOOLS

Google and Bing both give you access

to communicate to the search engines.

Tools should be organized on your sites currently for both

engines.

Highlights:Set quick linksErrors on your site that needs to be fixedSee the backlinks pointing to your site


BACKLINK PORTFOLIOTIPS

• What does it look like?

• Are their any issues with links that you should know about?

• Analyze competitor portfolio to find sites you should have you links on.


OUTRANKING NEGATIVE CONTENT


CREATE PROFILE ON SOCIAL NETWORKS


CREATE MICROSITES

• Develop new online assets to rank for brand terms (or other desired phrases)

• Purchase branded URLs

• Write compelling copy

• Optimize site architecture with key phrases

• Anchor text backlinks



PERSONALIZED RESULTS

VS.


SUMMARY

• Paid campaigns and your site architecture should complement each other

• Use PPC search query data to uncover top performing terms to focus on organically

• Develop landing pages with optimized content for keywords on PPC and SEO efforts

• Create an influencer outreach target list and strategy to gain high quality links back to your own site

• Incorporate content such as videos and images tagged with proper keywords that rank well

• As always TEST >> TRACK >> MEASURE


Andrew [email protected]

720.881.8519@Andrew_Beckman

[email protected]/Location3Media

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How to Balance Your PPC and SEO Campaigns