My presentation from the Hit Me conference put on by Fresh Business Thinking on November 17th at the Connaught Rooms Covent Garden. How to effectively combine paid and natural search to get incremental benefits from each.

1. performance led digital marketing latitudegroup.com
10/11/09 presentation by Latitude Group

2. What?
Why?
How?
27/11/2009

3. Holistic Search?
Blog
Image Search
Search Maps
Google Video
Adwords • SEM strategy Search
• Shared
learning's
• Blended ROI
Bing/Live targets
PPC Non brand
Natural
Traffic
Yahoo
Search Branded
Marketing Natural
27/11/2009 Traffic

4. Why?
1+1=3

5. performance led digital marketing latitudegroup.com
27/11/2009

6. Understand the Merits of Each Channel
SEO PPC
Low Cost (not free!) Control
• Keywords
• Cost
Pros 60-70% of search volume • Message
• Journey
• Time/day
Large keyword reach
Potential unstable Every click costs
Cons
Lack of control Competition

7. Track SEM as one medium
Understand the influence of one on another
27/11/2009

8. Use the data at your disposal
● Top converting PPC keywords
as SEO targets
● Top volume PPC keywords as
long term SEO targets
● Long tail SEO keywords as
PPC opportunities
● Irrelevant SEO keywords as
PPC negatives

9. On Page Factors are Converging
● Your SEO friendly pages could
make excellent PPC landing
pages
● Your conversion friendly PPC
pages could help convert your
natural search traffic
Google is blurring the boundaries of search

10. Cross learning on creative writing
This is still and advert!

11. SEM keyword strategy
● SEO for long tail, PPC for head
● PPC in to plug the SEO gaps
● PPC for local traffic SEO for national
● SEO to reduce SEM costs
● PPC for seasonal offers

12. Test to find the optimal position
Test the effect of different PPC positions

13. Summary
● Develop a holistic SEM strategy
● Recognise the merits of each medium
● Report the two together to monitor influence
● Use analytics data to optimise performance
● Use SEO page learnings for PPC landing pages
● Use meta data as an advert
● Test PPC positions where you have SEO coverage
When you think you have done it all, start again!

14. performance led digital marketing latitudegroup.com
www.latitudegroup.com
www.bt.com/searchsmart
www.robweatherhead.co.uk
Email: robert.weatherhead@latitudegroup.com
Twitter: @robweatherhead
27/11/2009 presentation by Latitude Group