Maximising Media Through SEO; How To Drive More From You ATL Campaigns - Ric Rodriguez, Brighton SEO 2019

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Ric Rodriguez presents tips on maximizing media campaigns through SEO. He discusses three key areas: planning by using search data insights and identifying user questions; activation by aligning SEO with PR and supporting campaigns; and measurement using branded searches, local metrics, and comparing results pre-and-post campaign. The presentation provides 33 tips for collaboration between SEO and media teams to drive more value from above-the-line advertising campaigns.

Marketing

@RICRODRIGUEZ_UK SLIDESHARE.NET/RICRODRIGUEZ1
MAXIMISING MEDIA THROUGH SEO:
HOW TO DRIVE MORE FROM YOUR
ATL CAMPAIGNS
RIC RODRIGUEZ // iProspect //

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Maximising Media Through
SEO; How To Drive More From
Your ATL Campaigns

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Hi I’m Ric and I am a self
confessed marketing geek

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
I’ve worked for agencies,
start ups and client-side

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
And helped major brands
grow their online business

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
I currently lead an SEO
team at London

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Working closely with
our sister agency k

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
To build multi-channel
solutions for our clients

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Marketing is about mental
and physical availability

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Mental availability is making
customers think about you

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Physical availability is about
being there when they do

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Above the line is great for
building mental availability

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
But with £1 in every £5
now being spent online
Source: The Telegraph, August 2018

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Physical availability is
becoming hard to maintain

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Digital ad spend currently
makes up ~63% of the total
Source: Emarketer, August 2018

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
But despite search being a
key ”online shopping aisle”

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
SEO is often not considered
as part of the media plan

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
But search and media can
be a powerful partnership

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
So, how do we capitalise on
this massive opportunity?

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Great ideas are not always
the simplest to execute

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Three key areas: planning,
activation, measurement

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Thirty ideas designed to
help get you started

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Planning

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Search data is amazingly
insightful and it’s free – use it!
Tip #1

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Ask your SEO team to
identify core user questions
Tip #2

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
SEO isn’t just about Google
– consider the alternatives
Tip #3

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Wherever your content sits
online, it can be optimised
Tip #4

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
SEO isn’t direct response;
give the team time to work
Tip #5

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Media campaigns can be
great for driving new links
Tip #6

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Brief IT well in advance, if
you need website changes
Tip #7

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
And consider how new
assets will fit into the flow
Tip #8

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
(And where they don’t add
value, keep them off site)
Tip #9

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Don’t invest in media unless
you’re visible on page one
Tip #10

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Activation

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Using websites in CTAs is a
hard sell - try “search for”
Tip #11

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Make your CTAs branded;
it’s easier to rank for these
Tip #12

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Align SEO experts with PR
to capitalise on coverage
Tip #13

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
And think about how SEO
can support post-campaign
Tip #14

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
If you’re activating in-store,
make sure you’re on GMB
Tip #15

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Or build out a site section
for a new product launch
Tip #16

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Microsites sound cool, but
can be an SEO headache
Tip #17

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Don’t make “vanity” site
changes for the campaign
Tip #18

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
But use SEO to reinforce
the campaign message
Tip #19

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Communicate throughout –
this is absolutely critical
Tip #20

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Measurement

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Branded searches make for
a great measurement tool
Tip #21

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
And you can compare
demand changes by city
Tip #22

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Your media campaigns may
also impact generic queries
Tip #23

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
(If you’re an SME, you can
benefit from this for free)
Tip #24

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Use search conversion data to
prove your effectiveness
Tip #25

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Google my business offers a
number of ”local” metrics
Tip #26

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Keep measurement simple;
use KPIs that make sense
Tip #27

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
E.g., don’t measure sales
if your goal is awareness
Tip #28

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Remember, any site change
could impact SEO results
Tip #29

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
So, know what else is going
on when using SEO metrics
Tip #30

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Bonus round

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Paid search can be great for
trying out CTAs / metadata
Tip #31

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Test campaign messaging
on DSAs for more insight
Tip #32

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Don’t pay for clicks; turn off
PPC where SEO is strong
Tip #33

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
To summarise

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
The impact of ATL on
SEO can be substantial

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Collaboration is the key
to success across both

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Think SEO when planning,
activating and measuring

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
To drive more value from your
media campaigns

@ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Thank you!
Tweet me – @RicRodriguez_UK

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