We all could use a little more empathy - here's my session on getting PPC and SEO to work well together from a technical and creative standpoint. We cover domain structure, landing page choices, and first party data.

1. @navahf #BrightonSeo
Getting SEO & PPC
To Win Together
Navah Hopkins
Navah Hopkins LLC
SlideShare.net/NavahHopkins
@navahf

2. @navahf #BrightonSeo
Meet My Co-Presenters: HK + Freyja
HK the PPC
● Creative ways of getting
what he wants based
on testing.
● Values quality over
volume.
● Knows what he wants
and makes it happen
Freyja the SEO
● Very vocal about what
she wants.
● Will go for any and all
food (traffic)
● Can switch from sweet
to hyper prey drive at
the drop of a hat
(algorithm shifts)

3. @navahf #BrightonSeo
This Was A Tough Call & Rational’s Played
Into Perceptions Of SEO + PPC

4. @navahf #BrightonSeo
Points Of
Friction
Points Of
Collaboration
Workflows
Let’s Get After It!

5. @navahf #BrightonSeo
Points of Friction

6. @navahf #BrightonSeo
PPC + SEO Friction Can Be Summed Up By Questions Of
Attribution & Tech Empathy
60%
Users Can’t Tell The Difference
Between SEO + PPC Spots
50%
PPC Traffic Has A 50% Better
Conversion Rate Than Organic

7. @navahf #BrightonSeo
The Biggest Point Of Friction Is Domain Structure

8. @navahf #BrightonSeo
I’m Team Subdomain
● No breaks in data
● Some customization on url
● No need to compromise
with SEO teams

9. @navahf #BrightonSeo
Non-negotiable: PPC Pages
Are No_Index No_Follow
Use “ctrl/cmd u”
to check the
source code!

10. @navahf #BrightonSeo
Design
&
Content
Cause
Debates

11. @navahf #BrightonSeo
Example SERP: Pest Control Near Me

12. @navahf #BrightonSeo
SEO Needs One While PPC Needs The Other

13. @navahf #BrightonSeo
This Was The PPC Page!

14. @navahf #BrightonSeo
Both Need Clear Paths To Convert: Enter CRO

15. @navahf #BrightonSeo
If You’re Using Accessibility Tools Make Sure They’re Accessible
Accessed
by
pressing
ctrl u

16. @navahf #BrightonSeo
What If You Need To Share Domains
Paying to send to
an out of stock
product

17. @navahf #BrightonSeo
Every Single Ad Led To The
Organic Site
This Means Communicating
Inventory +
Redirects

18. @navahf #BrightonSeo
Who Gets Credit?

19. @navahf #BrightonSeo
Attribution Models

20. @navahf #BrightonSeo
Getting Used To New Attribution Models
Data Driven
Cross-Channel
Ads Prefered

21. @navahf #BrightonSeo
Are You Using Call Tracking?

22. @navahf #BrightonSeo
Attribution Needs To Stem From The Same Source Of Truth

23. @navahf #BrightonSeo
Points of Collaboration

24. @navahf #BrightonSeo
Main Areas Of PPC + SEO Collaboration Opportunity
First Party Data Targeting/Content
Ideation
Testing/CRO

25. @navahf #BrightonSeo
First Party Data Is Crucial To Advertising - SEO Is Uniquely
Equipped To Help

26. @navahf #BrightonSeo
What Does Asking For Consent Look Like?

27. @navahf #BrightonSeo
What Does Asking For Consent Look Like?

28. @navahf #BrightonSeo
Give Users The Option
To Understand All The
Cookies

29. @navahf #BrightonSeo
On-Site CRO Can Help Grease The Wheels & Generate First-Party Data!
Based on 3 billion website sessions, 33 thousand pop-ups, and 94
million sales on Justuno customer sites in 2020

30. @navahf #BrightonSeo
If It’s Early In The Buyer Journey, Offer A Lite Commitment

31. @navahf #BrightonSeo
Get The Customer
In The Habit Of Saying
Yes!

32. @navahf #BrightonSeo
Engagement & Conversion Rates

33. @navahf #BrightonSeo
Use Similar + Lookalike Audiences For Prospecting, Retargeting
For Retention & Closing The Deal
Based on data
from 3200 client
accounts in July
2019

34. @navahf #BrightonSeo
Sometimes Auction Prices Are Too
Expensive
Or
A SERP Too Competitive

35. @navahf #BrightonSeo
If You Can’t Fit At Least 10 Clicks In Your Day, Tag In Your Content
Team

36. @navahf #BrightonSeo
Test Variants To Find Accessible Auction
Prices

37. @navahf #BrightonSeo
Harness Trends To Prequalify Keyword Concepts

38. @navahf #BrightonSeo
DSA Teaches You
Which Concepts
You already Are
Indexed For +
Auction Prices

39. @navahf #BrightonSeo
Enable Conversions By Addressing Specific Reasons For Bouncing
Echo Language From
Ads
Reviews/Testimonials
82%
Read Before
Buy
202%
Conversion Rate
Improvement

40. @navahf #BrightonSeo
Focus Content On High Converting Ideas + Get Data Ahead
Of The 6+ Month Ramp Up

41. @navahf #BrightonSeo
Extensions + Display Campaigns Can Test Content

42. @navahf #BrightonSeo
Workflows

43. @navahf #BrightonSeo
SERPS Are
Evolving Be
Consistent In
Branding

44. @navahf #BrightonSeo
Pull In Organic + Paid Search Terms To Assess Converting Concepts

45. @navahf #BrightonSeo
First Party Readiness Collaboration
Domain
Structure
Sources of
Truth
Content To
Build Trust

46. @navahf #BrightonSeo
Build In Time To Talk To Each Other!

47. @navahf #BrightonSeo
This Starts With Empathy

48. @navahf #BrightonSeo
No Friction
Communicate
Tech + Creative
Collaborate on
Content + Where To
Deploy Resources
Build
Empathy Into
Workflows
Takeaways

49. @navahf #BrightonSeo
Thank You!
Questions?
Navah Hopkins
Navah.Hopkins@gmail.com
SlideShare.net/NavahHopkins
@navahf