DFWSEM 2013ELIZABETH MARSTEN

PORTENT, INC.

Leveraging SEO for PPC

ELIZABETH MARSTEN (ME)

•VP of Search Marketing

•Pay-Per-Clip Marketer

•SEO, Social, PPC

•@ebkendo

•http://bitly.com/bundles/ebkendo/5

2

WHERE'S PORTENT? 3

Technically speaking,

More specifically,

here.

here.

SO MANY TOOLS 4

Some with a free trial, most without.

•Raven

•Moz

•Majestic

•Screaming Frog

•SEMrush

•Ubersuggest

•The list goes on…

FOLLOWERWONK

SAY WHA? WONK?

Twitter Follower ToolSearch biographies, interests, fellow followers

6

TWITTER ADS, DUH

Promoted Tweets, Profiles & Lead CaptureSocial 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

7

http://www.stateofsearch.com/how-i-use-followerwonk-and-why-i-love-it/

TWITTER BIOS 8

TWITTER BIOS 9

COMPARE COMPETITORS 10

#stateofsearch @ebkendo

REKINDLE LOST FOLLOWERS

You can run, but you can’t hide

11

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

12

#stateofsearch @ebkendo

QUALITY SCORE (ISH)

BASIC SEO PRACTICES 14

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

SITE SPEED 15

SCREAMING FROG/CRAWLERS 16

TAG ASSISTANT BY GOOGLE 17

LINKING ADWORDS & WEBMASTER TOOLS 18

BEST FRIENDS 19

#stateofsearch @ebkendo

LOG FILES

HOW TO GET THEM & WHY 21

This seems like a personal hell for the non-technicalA 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

SO UGLY 22

WINDOWS GREP 2.3 23

FOLDER 24

FILE TYPES 25

FOUND ‘EM 26

SAVE – PLAIN TEXT 27

DELIMITED 28

IMPORT (DATA TAB) 29

TAB OR SPACE (LOOK AT THE PREVIEW) 30

GENERAL 31

TA- DAH! 32

TIPS 33

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

DRAGON DOG 34

ADSBOT VS. GOOGLEBOT 35

Interesting observation while combing through log files…

•Google Shopping (google+products)

•Googlebot showed up repeatedly

•No adsbot

STAYING ON TOP

PANDAS, PENGUINS & HUMMINGBIRDS, OH MY! 37

STATE OF SEARCH – GIANLUCA FIORELLI 38

MOZ- DR. PETER MEYERS 39

SEO BY THE SEA – BILL SLAWSKI 40

•Patents (explanations and theories around)

•Super unique & niche categories

•Legal & business in search

THE END ...

I”LL SEE YOU AT QUESTIONS TIME

@ebkendo

Bit.ly bundle for today: http://bitly.com/bundles/ebkendo/7