This presentation aims to cover a series of synergies between SEO and PPC that could help your business/clients run the two channels in a more efficient manner and optimise the overall spending.
4. Silo approach
SEARCH TEAM
PPC SEO
● Separate team & structure
● Own processes & strategy
● Own KPIs
● Working with an agency
● Separate team & structure
● Own processes & strategy
● Own KPIs
● Working with an agency
5. Synergies between two channels
SEARCH TEAM
PPC SEO
● Separate team & structure
● Own processes & strategy
● Own KPIs
● Working with an agency
● Separate team & structure
● Own processes & strategy
● Own KPIs
● Working with an agency
16. What is Quality Score (PPC)?
● Google defines it as “an estimate of the quality of your ads, keywords and landing pages. Higher
quality ads can lead to lower prices and better ad positions”.
17. What is Quality Score?
● Google defines it as “an estimate of the quality of your ads, keywords and landing pages. Higher
quality ads can lead to lower prices and better ad positions”.
● Score goes from 1 to 10.
18. What is Quality Score?
● Google defines it as “an estimate of the quality of your ads, keywords and landing pages. Higher
quality ads can lead to lower prices and better ad positions”.
● Score goes from 1 to 10.
● Direct impact on your Ad Rank.
19. What is Quality Score?
● Google defines it as “an estimate of the quality of your ads, keywords and landing pages. Higher
quality ads can lead to lower prices and better ad positions”.
● Score goes from 1 to 10.
● Direct impact on your Ad Rank.
Quality Score CPC Bid Ad Rank
20. What is Quality Score?
● Google defines it as “an estimate of the quality of your ads, keywords and landing pages. Higher
quality ads can lead to lower prices and better ad positions”.
● Score goes from 1 to 10.
● Direct impact on your Ad Rank.
Quality Score CPC Bid Ad Rank
23. What is Landing Page Experience?
● Google says it is their “measure of how well a website gives people what they’re looking for
when they click your ad”.
24. What is Landing Page Experience?
● Google says it is their “measure of how well a website gives people what they’re looking for
when they click your ad”.
● Approximately 40% of your Quality Score.
25. What is Landing Page Experience?
● Google says it is their “measure of how well a website gives people what they’re looking for
when they click your ad”.
● Approximately 40% of your Quality Score.
According to Google, it is made of 5 main elements
26. What is Landing Page Experience?
● Google says it is their “measure of how well a website gives people what they’re looking for
when they click your ad”.
● Approximately 40% of your Quality Score.
According to Google, it is made of 5 main elements
● Offer relevant, useful and original content
27. What is Landing Page Experience?
● Google says it is their “measure of how well a website gives people what they’re looking for
when they click your ad”.
● Approximately 40% of your Quality Score.
According to Google, it is made of 5 main elements
● Offer relevant, useful and original content
● Promote transparency and foster trustworthiness on your site
28. What is Landing Page Experience?
● Google says it is their “measure of how well a website gives people what they’re looking for
when they click your ad”.
● Approximately 40% of your Quality Score.
According to Google, it is made of 5 main elements
● Offer relevant, useful and original content
● Promote transparency and foster trustworthiness on your site
● Make mobile and computer navigation easy
29. What is Landing Page Experience?
● Google says it is their “measure of how well a website gives people what they’re looking for
when they click your ad”.
● Approximately 40% of your Quality Score.
According to Google, it is made of 5 main elements
● Offer relevant, useful and original content
● Promote transparency and foster trustworthiness on your site
● Make mobile and computer navigation easy
● Decrease your landing page loading time
● Make your site fast
30. What is Landing Page Experience?
● Google says it is their “measure of how well a website gives people what they’re looking for
when they click your ad”.
● Approximately 40% of your Quality Score.
According to Google, it is made of 5 main elements
● Offer relevant, useful and original content
● Promote transparency and foster trustworthiness on your site
● Make mobile and computer navigation easy
● Decrease your landing page loading time
● Make your site fast
31. What is Landing Page Experience?
● Google says it is their “measure of how well a website gives people what they’re looking for
when they click your ad”.
● Approximately 40% of your Quality Score.
According to Google, it is made of 5 main elements
● Offer relevant, useful and original content
● Promote transparency and foster trustworthiness on your site
● Make mobile and computer navigation easy
● Decrease your landing page loading time
● Make your site fast
36. 1) Keyword research: SEO & PPC
SEO
PPC
Core keywords
Keyword universe Broad matches
Exact matches
37. 1) Keyword research: SEO & PPC
SEO
PPC
Core keywords
Keyword universe Broad matches
Exact matches
38. 1) Keyword research: SEO & PPC
SEO
PPC
Core keywords
Keyword universe Broad matches
Exact matches
39. 1) Keyword research with SEO & PPC
Benefits of using a combined approach for keyword research:
● PPC has tons of data SEO can’t rely on
40. 1) Keyword research with SEO & PPC
Benefits of using a combined approach for keyword research:
● PPC has tons of data SEO can’t rely on
● PPC has flexibility of testing with different keyword matches
41. 1) Keyword research with SEO & PPC
Benefits of using a combined approach for keyword research:
● PPC has tons of data SEO can’t rely on
● PPC has flexibility of testing with different keyword matches
● Time saving
47. PPC
Broad match
Broad match
modifier
&
Symbol Example keyword Example search
none seo conference
+keyword +seo conference seo marketing events
2) PPC as content gap tool: Distilled example
48. PPC
Broad match
Broad match
modifier
&
Symbol Example keyword Example search
none seo conference digital marketing events
+keyword +seo conference seo marketing events
2) PPC as content gap tool: Distilled example
49. PPC
Broad match
Broad match
modifier
&
Symbol Example keyword Example search
none seo conference digital marketing events
+keyword +seo conference
2) PPC as content gap tool: Distilled example
50. PPC
Broad match
Broad match
modifier
&
Symbol Example keyword Example search
none seo conference digital marketing events
+keyword +seo conference seo marketing events
2) PPC as content gap tool: Distilled example
51. PPC
Broad match
Broad match
modifier
&
Symbol Example keyword Example search
none seo conference digital marketing events
+keyword +seo conference seo marketing events
2) PPC as content gap tool: Distilled example
52. PPC
Keywords triggered by Broad match campaigns Clicks
best marketing events 2019 4
marketing events London 2
search marketing conferences 1
…..
2) PPC as content gap tool
53. PPC
Search Query
Report
Keywords triggered by Broad match campaigns Clicks
best marketing events 2019 4
marketing events London 2
search marketing conferences 1
…..
2) PPC as content gap tool
54. PPC
Search Query
Report
To find gaps in
your content
Keywords triggered by Broad match campaigns Clicks
best marketing events 2019 4
marketing events London 2
search marketing conferences 1
…..
2) PPC as content gap tool
55. PPC
Search Query
Report
To find gaps in
your content
Keywords triggered
best marketing events 2019
marketing events London
search marketing conferences
…..
1. Does my site rank for
any of these keywords?
2) PPC as content gap tool
56. PPC
Search Query
Report
To find gaps in
your content
Keywords triggered
best marketing events 2019
marketing events London
search marketing conferences
…..
1. Does my site rank for
any of these keywords?
2. Do I have content that
covers any of these
keywords?
2) PPC as content gap tool
57. PPC
Search Query
Report
To find gaps in
your content
Keywords triggered
best marketing events 2019
marketing events London
search marketing conferences
…..
1. Does my site rank for
any of these keywords?
2. Do I have content that
covers any of these
keywords?
3. What is the overall
opportunity if I were to
do so?
2) PPC as content gap tool
58. PPC
Search Query
Report
To find gaps in
your content
Keywords triggered
best marketing events 2019
marketing events London
search marketing conferences
…..
2) PPC as content gap tool
Let’s create a blog post
covering the top
marketing events in 2019,
promoting our conference
too: win win!
61. 3) Landing page testing
SEARCH TEAM
PPC SEO
● Landing page chosen by
advertiser
● Landing page chosen by
Google
62. 3) Landing page testing
SEARCH TEAM
PPC SEO
● Landing page chosen by
advertiser
● Landing page chosen by
Google
63. 3) Landing page testing
PPC SEO
● Landing page chosen by
advertiser
● Landing page chosen by
Google
Quality
Score
64. 3) Landing page testing
PPC SEO
● Landing page chosen by
advertiser
● Landing page chosen by
Google
Quality
Score
65. 3) Landing page testing
PPC SEO
● Landing page chosen by
advertiser
● Landing page chosen by
Google
Quality
Score
Test the SEO landing page for
PPC
69. TYPE OF PAGE URL DIFFERENCE
PPC Page
(chosen by a human)
/book/25DR-lion-king/ Booking page
SEO Page
(chosen by Google)
/Disney-Presents-The-Lion-
King-tickets/artist/975016
Informative page
3) Landing page testing
70. TYPE OF PAGE URL DIFFERENCE
PPC Page
(chosen by a human)
/book/25DR-lion-king/
Booking page
SEO Page
(chosen by Google)
/Disney-Presents-The-Lion-
King-tickets/artist/975016
Informative page
3) Landing page testing
71. TYPE OF PAGE URL DIFFERENCE
PPC Page
(chosen by a human)
/book/25DR-lion-king/
Booking page
SEO Page
(chosen by Google)
/Disney-Presents-The-Lion-
King-tickets/artist/975016
Informative page
3) Landing page testing
72. TYPE OF PAGE URL DIFFERENCE
PPC Page
(chosen by a human)
/Disney-Presents-The-Lion-
King-tickets/artist/975016
Informative page
SEO Page
(chosen by Google)
/Disney-Presents-The-Lion-
King-tickets/artist/975016
Informative page
3) Landing page testing
73. 3) Landing page testing
1.
Export Keywords
with Low Quality
Score (lower than
6-7)
74. 3) Landing page testing
1.
Export Keywords
with Low Quality
Score (lower than
6-7)
2.
Compare landing
pages PPC vs SEO
75. 3) Landing page testing
1.
Export Keywords
with Low Quality
Score (lower than
6-7)
2.
Compare landing
pages PPC vs SEO
3.
Compare intent &
how far from a
conversion both
pages are
76. 3) Landing page testing
1.
Export Keywords
with Low Quality
Score (lower than
6-7)
2.
Compare landing
pages PPC vs SEO
3.
Compare intent &
how far from a
conversion both
pages are
KEY STEP!
77. 3) Landing page testing
1.
Export Keywords
with Low Quality
Score (lower than
6-7)
2.
Compare landing
pages PPC vs SEO
3.
Compare intent &
how far from a
conversion both
pages are
4.
Test SEO landing
pages
78. 3) Landing page testing
1.
Export Keywords
with Low Quality
Score (lower than
6-7)
2.
Compare landing
pages PPC vs SEO
3.
Compare intent &
how far from a
conversion both
pages are
5.
After 1 week / 10
days, review
Quality Score
4.
Test SEO landing
pages
79. 3) Landing page testing
1.
Export Keywords
with Low Quality
Score (lower than
6-7)
2.
Compare landing
pages PPC vs SEO
3.
Compare intent &
how far from a
conversion both
pages are
5.
After 1 week / 10
days, review
Quality Score
6.
If Quality Score
has not improved,
revert back to PPC
page
4.
Test SEO landing
pages
80. 3) Landing page testing
1.
Export Keywords
with Low Quality
Score (lower than
6-7)
2.
Compare landing
pages PPC vs SEO
3.
Compare intent &
how far from a
conversion both
pages are
5.
After 1 week / 10
days, review
Quality Score
6.
If Quality Score
has not improved,
revert back to PPC
page
4.
Test SEO landing
pages
7.
Consistent low
Quality Scores
require action: SEO
optimisation or Ads
restructuring
81. 3) Landing page testing
1.
Export Keywords
with Low Quality
Score (lower than
6-7)
2.
Compare landing
pages PPC vs SEO
3.
Compare intent &
how far from a
conversion both
pages are
5.
After 1 week / 10
days, review
Quality Score
6.
If Quality Score
has not improved,
revert back to PPC
page
4.
Test SEO landing
pages
7.
Consistent low
Quality Scores
require action: SEO
optimisation or Ads
restructuring
8.
Start the process
over and check
frequently
86. What is Landing Page Experience?
Google says it is their “measure of how well a website gives people what they’re looking for when they
click your ad”. The experience you offer directly impacts your Ad Rank, which indirectly links to your
CPC and position in the ad auction.
According to Google, it is made of 5 main elements
● Offer relevant, useful and original content
● Promote transparency and foster trustworthiness on your site
● Make mobile and computer navigation easy
● Decrease your landing page loading time
● Make your site fast Page
Speed
89. Follow Distilled’s Blog for upcoming articles
● 2 more PPC & SEO synergies articles coming up
● Total of 4 more sinergy ideas will be published
○ Google Shopping ads errors
○ PPC Ad copy testing for SEO
○ Organic and Paid listing appearing at the same time
○ Result of QS & page speed test will be published
● A downloadable checklist will be available
91. Key takeaways
● Start thinking about QS from both a PPC and SEO perspective
● Share keyword research data between the two channels
92. Key takeaways
● Start thinking about QS from both a PPC and SEO perspective
● Share keyword research data between the two channels
● Use PPC as a valuable content gap tool
93. Key takeaways
● Start thinking about QS from both a PPC and SEO perspective
● Share keyword research data between the two channels
● Use PPC as a valuable content gap tool
● Test SEO landing pages to improve QS
94. Key takeaways
● Start thinking about QS from both a PPC and SEO perspective
● Share keyword research data between the two channels
● Use PPC as a valuable content gap tool
● Test SEO landing pages to improve QS
Keep up with Distilled’s blog for more synergy ideas and upcoming tests.
100. That’s all, folks
Samuel Mangialavori
● SEO Consultant at Distilled
● Twitter: @SamuelMng
● LinkedIn: /samuel mangialavori/
● Blog posts:
○ PPC & SEO synergies p1
○ Keyword cannibalisation for Moz
○ Optimise category pages
Hinweis der Redaktion
NOTES ON SLIDE USE:
Probably not one for sales pitches but this could be good for conference decks.
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