Paid Search and SEO Working Together to Drive Measurable Sales

PAID SEARCH &
SEO WORKING
TOGETHER
PREPARED FOR //
DMA ANNUAL CONFERENCE
OCTOBER 2012

SEARCH ENGINE MARKETING SHARE

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

@Location3 / @Andrew_Beckman

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


THE FACTS…….

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.


ANALYTICS
THE FOUNDATION OF EVERY PROGRAM

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.


KEYWORD
DEVELOPMENT


KEYWORD
SEGMENTATION

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

ADVOCATE BUY


KEYWORD EXAMPLES

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


KEYWORD
DEVELOPMENT TOOLS


KEYWORD DEVELOPMENT
SOCIAL

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

• # Hashtag

• Community Q&A Sites

• Forums


AD COPY
DEVELOPMENT


AD COPYEXAMPLES

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/


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 FEEDS
ADWORDSRESULTS

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

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

KEYWORD
ANALYSIS

• 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 PATH
BY KEYWORDS

• Optimize campaigns based on
post click activity and conversion
%

• Identify keyword themes

• Develop new ad groups

• Continue to optimize for
performance


IMPORTANCE OF URL TAGGING
WITH NEW MULTI CHANNEL
FUNNELS
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.

Google Analytics URL Builder

PAID SEARCH
TOOLS OF THE TRADE


LANDING PAGES
PPC & 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


KEYWORD
SATURATION

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.


KEYWORD
SATURATION

Higher Rankings

Appear on more terms

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


GOOGLE PANDA UPDATE (FEB
2011)
RANKING FACTORS
Penalizing 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 templates

September 27th 2012 – Panda’s 20th update

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

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.


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


EXAMPLE OF
BLENDED
RESULTS


Paid

THE
ANATOMY OF
A LOCAL
“Triple threat”
SEARCH
Maps

Organic

WAYS TO
BUILD
BACKLINKS Directories

Blogger Leverage
Outreach Relationships

Your
Webpage

Social Media Press
Engagement Releases


WHAT IS INFLUENCER
OUTREACH?
Finding the influencers Building a relationship
Using a combination of SEO and social Contacting the influencers to discuss an
tools to locate individuals with social ongoing relationship of mutual content
reach within our targeted categories hosting and promotion

Getting to know them The payoff
Gathering both social and blog data, such Obtaining ongoing guest posts containing
as readership, followers and fans, as well links and sharing of our content through
as persona data to understand who these their well-qualified social networks.
people are

Showing the love Understanding the value
Engaging with them through social Measuring success based on both SEO
channels, linking to and sharing their and social factors, including links,
content. engagements, shares traffic, status of
relationships, etc.


CONNEC INFLUENC
TING ERS

WITH THE

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+.

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

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


FRESH CONTENT
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


SEO
TOOLS 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 links
Errors on your site that needs to
be fixed
See the backlinks pointing to your
site


BACKLINK PORTFOLIO
TIPS

• 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


FIND ME
Search Marketing Labs:
Surf C, Level 2
Ask the Experts
roundtable: Exhibit Hall

Andrew Beckman
CEO
abekman@location3.com
720.881.8519
@Andrew_Beckman

Location3.com
@Location3
facebook.com/Location3Media

Paid Search and SEO Working Together to Drive Measurable Sales

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