"Data-driven SEM SEO synergies - Myth or reality?" Presentation from SearchStars - Swedens largest search marketing conference.

1. DATA-DRIVEN SEM SEO
SYNERGIES – MYTH OR
REALITY?
@SearchStars
Nikolaj Mogensen

2. 2
Nikolaj Mogensen
Heading Quisma Danmark
Performance Marketing agency with
8 SEO Specialists &10 copywriters
+10 years in SEO
+7 years on agency side
+100 SEO audits delivered
London
UK
Talking on a bounce of conferences
Leveraging my favourite toolstack

3. That feeling
when you explain
SEM SEO Synergies to clients

4. Three drivers for SEM SEO synergy
#1
Higher Quality Score
#2
Higher CTRs
#3
Aligned Search Strategy

5. First we can drive higher Quality Score
#1
Higher Quality Score

6. 6
Better QS will significantly
decrease you Google Ad spend
2
3
4
5
6
1
9
10
+600%
+250%
+133%
+75%
+40%
+16%
-12%
Baseline
-22%
-30%
7
8

7. 7
Expected CTR Landingpage
experience
Ad Relevance
What determines Quality Score
• Relevance (determined mostly by
the presence of keywords on the
page), useful and original content
• Transparency and trustworthiness
• Ease of navigation
• Encouraging visitors to spend time
on your site

8. 8
Authority
Platform
Behaviour
What determine good rankings
Content

9. 9
Expected CTR Landingpage
experience
Ad Relevance
Content
Authority
Technical
Behaviour
Working with SEO influence Landingpage
experience

10. As SEM specialists we need to also take
responsibility of the website

11. 11
Let me give you an example
First jump to Google Ads

12. 12
2. Change columns
1. Go to Keywords

13. 13
3. Choose Quality Score Metrics

14. 14
4. Download data

15. 15
5. Go to Landingpages
6. Download data

16. 16
7. Calculate weighted average
Campaign QS by first Timing QS with
Impressions in keywords

17. 17
8. And calculate the weighted
average QS on Campaign level

18. 18
10. Finally calculate the
Weighted Average QS
on page level
9. Remember to remove DSA and other stuff without QS

19. 19
11. Insert QS range and the multiplier
going from a certain QS to 10

20. 20
12. Calculate the landingpage savings if QS was 10
by timing landingpage cost with QS multiplier

21. Then there is driving higher CTRs
#2
Higher CTRs

22. 22
Why you should be visible on both organic and paid
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Accessories Pure Brand Capsules Machines Descaling
Paid CTR Paid CTR if organic results are ranking
Paid CTR increases
20-50%

23. 23
Expected CTR
Landingpage
experience
Ad Relevance
Rankings
Getting rankings influence Expected CTR and
thus fuel higher QS

24. As SEO specialists we need to
incorporate SEM data in our work

25. 25
14. Insert QS savings into your content map
and use it to prioritize where to optimize

26. 26
15. Work across paid and organic to diversify Ad
copy and put layers to your communication
rather than just duplicating it

27. Three drivers for SEM SEO synergy
#3
Aligned Search Strategy

28. 28
A keyword can place itself in the follow three buckets
Organic
Impressions/clicks where we
where only vissible on organic
Paid
Impressions/clicks where we where
we only visible on paid
Paid and organic
Impressions/clicks where we where
we where visible on both organic
and paid

29. 29
Find out whether a category of keywords should be placed
Organic Paid
You might not want to invest in paid in certain
categories that don’t provide imediate ROAS

30. 30
Look for opportunities in the data
Organic Paid
Are there any keywords that we rank with
which we should also buy Google ads for?
Are there any keywords which we buy where we
should invest harder in getting rankings as well?

31. 31
16. Link your Search Console to Google Ads

32. 32
17. And use standard SEO SEM reporting
18. Download the dataset

33. 33
19. Create a table and make a pivot

34. 34
20. Set up the pivot like this to get an
overview of performance in different Ad
Groups

35. 35
Where should you place brand?
Organic PaidBrandBrand
VS
Buy branded search terms
Should you buy your branded searchterms
and thus gain control over
Or leave it with organic
Or should you just let your organic rankings
take the traffic

36. 36
Where should you place brand?
Buy branded search terms
Should you buy your branded searchterms
and thus gain control over
Or leave it with organic
Or should you just let your organic rankings
take the traffic
VS
Dominate the SERP
Control over messaging
Often cheap
Lets you protect your brand
Save Money
People will ‘maybe’ find you anyhow

37. 37
DESIRE
SEO | Guides
AWARENESS INTEREST ACTION LOYALTY
Create an integrated SEM-SEO approach
SEM/SEO | Symptoms
SEM/SEO | Products
SEM/SEO | Brand
SEM/SEO | Product categories

38. 38
17. Use organic competition for
your keyword research
17. But also include paid
competion

39. [CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE][CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
0
500
1000
1500
2000
2500
0.00 0.10 0.20 0.30 0.40 0.50 0.60 0.70 0.80 0.90 1.00
SEOCompetition
SEM Competition
17. Visualize the search landscape with
Organic and Paid Competition as they differ i.e. here in
travel
Search Volume >< SEM Competition >< SEO Competition

40. Stop talking and start working together
SEM SEO Synergy is no myth – it just take courage and work

41. Thanks
@SearchStars
Nikolaj Mogensen
https://www.linkedin.com/in/nikolajmogensen/
https://twitter.com/nrmogensen
https://nikolajmogensen.dk/