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The Marriage Between PPC & SEO

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The Marriage Between PPC & SEO

  1. 1. The Marriage Between PPC & SEO Tips for Enhanced Insights & Optimizations
  2. 2. Information Flow • Communication • SEO & PPC Overview • Keyword Intent • Competition Research • Leveraging PPC Data for SEO • Leveraging SEO Data for PPC • Fun Tools Sam Wheeler • SEO Manager - Inseev Interactive • Email: swheeler@inseev.com • Twitter: @InseevTweets
  3. 3. Communication – Ask For Data You don’t get anything you don’t ask for
  4. 4. Ask for Specific Data or Information Communication – Feed The Beast
  5. 5. PPC & SEO – Overview Why do we even care about these channels anyway?
  6. 6. PPC – Get Traffic Today • Target specific keywords • Very clear economics in channel • Can (or should) be able to understand when something is broken Example CPA by quarter Example campaign metrics by quarter
  7. 7. PPC – Pillars of Excellence • Though economics can be clear, hitting desired CPA can be difficult Strategic Planning Communication Analysis & Diagnostics Optimization & Best Practices Project Management Technology
  8. 8. PPC – Perfect Planning Calculator • Pulling keyword CPC and search volume should provide a clear framework for success  Google Keyword Planner (Free) & SEMrush (Paid) are great tools for this Example Spend Scenarios Email swheeler@inseev.com for template spreadsheet
  9. 9. SEO – Get Organic Traffic Tomorrow…. Hopefully • Free traffic = best traffic • Long term planning and strategy needed for non-brand terms • Can test various page types • Google is our overlord & algorithm updates leave us feeling like…
  10. 10. SEO – 3 Pillars of Success Relevancy (on-page) Authority (off-page) Indexability & Accessibility (technical)
  11. 11. SEO – Keyword Mapping • Map all keywords to specific pages on your website • This should be completed with a planning process and adjusted monthly/quarterly as rankings fluctuate Email swheeler@inseev.com for template spreadsheet
  12. 12. Keyword Intent – Understand Why Build pages to answer a user’s query
  13. 13. Keyword Intent – Commercial • Keywords that return sales pages
  14. 14. Keyword Intent – Commercial • Not all modifiers are created equal • Competition is usually heavy for large head terms • Let them do the work for you! • Be sure you are mapping your keywords properly!
  15. 15. Keyword Intent – Editorial • Requires an explanation of some kind • Competition research is very important here • Let them do the work for you! • Don’t map too many keywords to the same page
  16. 16. Keyword Intent – Editorial
  17. 17. Keyword Intent – Hybrid (Grey Keywords) • Return both editorial and commercial results • Create pages that have a lot of content and sales functionality! • “What are” & “review” terms are often at the center of this
  18. 18. Keyword Intent – Hybrid (Grey Keywords)
  19. 19. Understanding The Competition Let them do the work for you
  20. 20. Understanding Competition – Steps • Research & pull keyword base • Review on-page tactics • Review off-page tactics • Choose plan, mimic, and make it better
  21. 21. Competition – Paid Keyword Reports • SEMrush • Spyfu • iSpionage • https://www.wordstream.com/blog/ws/2016/03/09/best-ppc-tools
  22. 22. Competition – Paid Keyword Reports
  23. 23. Competition – Organic Reports
  24. 24. Competition – Off-page Research
  25. 25. Competition – Off-page Research • We can see a lot of different strategies in title tags alone • Notice similar “metal” modifiers? • Brass & stainless steel might be overlooked in a standard PPC campaign around metal terms • Don’t forget about links! This is the authority pillar
  26. 26. Competition – On-page Research
  27. 27. Competition – On-page Research
  28. 28. Competition – SERP Research • “Stainless steel fidget spinners” SERP is much different than the “metal” SERP
  29. 29. Competition – Mimic & Make It Better!
  30. 30. Competition – Mimic & Make It Better! • PPC data culminates into your full ad build out (image below) • SEO data gets put into mapping template (shown previously)
  31. 31. Leveraging PPC Data for SEO Let the users do the work for you
  32. 32. PPC For SEO – Understand the Users • With AdWords, we can understand how users search with modifiers using the “Search Terms” report • Send this data to your SEO team!
  33. 33. PPC For SEO – Understand the Users • Add/change whatever columns and pull the data • Two seemingly similar keywords are in different ad groups
  34. 34. PPC For SEO – Understand the Users
  35. 35. PPC For SEO – Test New Pages • Before investing in SEO page builds, test landing pages with PPC traffic • Running PPC already? Don’t test yet, just focus SEO efforts on pages that convert
  36. 36. PPC For SEO – Other Useful AdWords Reports • Ad copy click through rates (title tag research, on-page CTA) • Quality scores and landing page success (on-page CRO) • Locations (local page strategy, on-page keywords) • Devices (mobile and desktop SEO)
  37. 37. Leveraging SEO Data for PPC Drive CPCs Down Find New Ad Opportunities
  38. 38. SEO for PPC – Search Console Clicks • Leverage click data in Search Console to make PPC decisions • Start with page report and then back to queries (will show queries to that page)
  39. 39. SEO for PPC – Google Sheets FTW • Or open in Google Sheets with the Add-ons functionality!
  40. 40. SEO for PPC – Search Console Clicks • Compare against current PPC keywords and landing pages • Don’t forget to do this with your competition’s major keywords as well!
  41. 41. SEO for PPC – Optimization Reduces CPC • Ad relevancy increases Quality Score & ultimately reduces CPC Source: https://www.wordstream.com/quality-score
  42. 42. SEO for PPC – Landing Page Insights • Ad teams often enjoy making landing pages. Give them ammo based on success in the organic channel! • Leverage GA (or whatever tracking tool you use) and send the most trafficked and best converting SEO pages • Don’t forget about “terrible” SEO pages. Don’t send PPC traffic to pages that don’t convert! • Don’t forget about branded keywords!
  43. 43. Fun Tools for Awesome Marketers Let the robots do the heavy lifting!
  44. 44. Fun Tools – PPC • Competition & Keyword Research • SEMrush (paid) • Spyfu (paid) • Google’s Keyword Planner (free with AdWords) • Ad Copy • Wordstream Ad Performance Grader (free) • Optmyzr (paid) • SEMrush (paid, has “opportunity” tool in dashboard) • Bid Management • 24 Hour Ad Schedule Script (free, great for granular bid management) • This giant list of tools from Raven Tools • Your brain (seriously)
  45. 45. Fun Tools – SEO • Keyword Research • Keywords Everywhere (free) • Answer the Public (free & great for content) • SEMrush (paid) • Ahrefs (paid) • LSI Graph (free) • Google’s Keyword Planner (free with AdWords) • Authority, On-Page, & More! • Ahrefs (paid) • Majestic (paid) • Rank Tank (free tools for everything) • Moz (free and paid)
  46. 46. Thank You - SEMrush SEMrush is offering a 30-day extended trial to anyone interested in using their tool If you are interested please email me at swheeler@inseev.com
  47. 47. Thank You – Join me at the LOUDtables! Please email me at swheeler@Inseev.com and I would be happy to answer any questions and send over the deck/templates!
  48. 48. Q&A – Sam Wheeler & Jimmy Page Jimmy Page is the CEO of Inseev Interactive. Ask us your questions!

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