Top three ways to make SEO and SEM work together: transactional/research oriented SERPs, local, and audiences.

1. SEM & SEO
Winning
Together!
Navah Hopkins

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SEO and SEM Don’t Always Get Along

3. 3
Agenda
• Transactional Search vs Research
• Owning your local brand
• Audiences
• Worked in digital marketing since 2008
• Work with agencies and advertisers across
WordStream’s international customer base.
• I’m a proud pet mom and just adopted dog
named HK
About Me:
Put images or other content here.

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Transactional Vs
Research Oriented SERPS

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Search Result Pages Have Different Intents – There Are
Over 100 Different Formats!

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Research
Oriented
SERP
90%
Organic

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Transactional
Oriented
SERP
50% Paid

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Specific
Transactional
Oriented
SERP
80% Paid
@navahf

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Branded SERP
40% Paid

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Own Your Local Presence

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How Many of You Have Claimed Your Local Listings?

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Local business
with claimed
listings

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No Local Listing
Claimed

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• Unlocks new ad formats
• Gives You 50% more real estate on
your branded SERPS
• Allows you to control review hubs
Claiming your Local
Listings:

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Make Sure Your Mobile Experience
is Flawless - 69% of Smartphone
Users Also Say That They Are More
Likely to Buy From Companies With
Mobile Sites That Easily Address
Their Questions or Concerns
(BrightEdge.com)
Unclickable

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Audiences

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Audiences allow a true marriage between paid and
organic efforts

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You can either overcome the reason your
organic traffic bounced, or outright
exclude them (since they’re coming to
you anyway)

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In-Market Improves CTR and Conversion Rates

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In-Market for
search launched in
Bing first! This is an
opportunity you can
scale across your
channels

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Use Audiences Data From Search Console, Search
Terms Report, Analytics, and Existing Customers

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Action Items

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Audit Your Marketing & Sales Funnels for
Research/Transactional Intent. Assign Jobs
Accordingly!

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Claim and Capitalize On Your Local Listings!

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Add in Audiences to Maximize Your Paid Efforts,
Empowering Your Organic.

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