SEO & Integrated Marketing Campaigns
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The document discusses how SEO can impact branding through increasing brand recall and affecting brand perceptions. It shows that click-through rates are higher when the organic and paid listings are together, and that SEO is the #2 online marketing tactic for influencing brand perceptions. While SEO has performance goals, it is important to consider how SEO activities can build the brand through factors like site design, social media integration, and reputation management. Tension may exist between performance and brand goals, so measuring multiple key performance indicators is important.
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SEO & Integrated Marketing Campaigns
- 1. SEO & Integrated Marketing Campaigns Mark BaartseConsulting DirectorFirst Rate
- 2. What is the Value of Branding?
- 3. X
- 4. Does SEO really build brand?
- 5. $ = Research
- 6. 13% click through – Triumph! How about the other 87%?
- 10. SEO & PPC
- 11. Click-Through Rate (CTR) is increased for the top organic listing if there is a top paid listing present as well.
- 12. Unprompted brand recall: “When you think of fuel-efficient cars, which come to mind?”
- 13. A 2.2x Lift in Aided Brand Recall When Brand Is in Top Sponsored and Top Organic Results
- 14. How about branded searches?
- 16. X SEO is ranked as the #2 online marketing tactic for affecting brand perceptions.
- 17. 71% Of users expect leading brands to be on top of the search results page
- 18. Organic average: 21.5% Top paid spot average: 14.5% Organic + top spot: 24.8%
- 19. Do People Trust SEM or Paid? Do they even know the difference? 18% No 82% Yes
- 20. Do People Trust SEM or Paid? Do users have more trust in natural results than sponsored results? Definitely not – 1.75%Probably not – 6.55%Maybe – 19.65%Probably so – 36.68%Definitely – 35.37%
- 21. Question Is your SEO purely performance focussed? What parts of online do you consider branding?
- 24. Search and ATL Campaigns Include your search agency Share your marketing calendar Plan – SEO takes time Budget
- 25. Conversion Rate between Oct and Nov 09 averaged a 5.01% decrease YOY. Forecastinga 7.17% Conversion Rate for November 2010 Nov 2010 experienced a 39.43% uplift in Conversion Rate
- 26. Typical SEO Measures Non-branded organic traffic Sales/leads Rankings Link quality
- 27. Question Is there tension between performance and brand? How do you measure multiple KPIs? Can SEO impact on brand be measured?
- 28. X
- 29. SEO
- 30. X Boring site = hard to SEO
- 31. “Make Your Brand Like Candy”
- 37. HEAD TERMS VS LONG TAIL
- 41. Question Should you do SEO on Competitor brands?
- 42. Social and SEO Social in algo (giant “like” button?)
- 44. Good Site = Good SEO AND Improved Brand
- 46. Questions? Mark Baartse Consulting Director mark@firstrate.com.au www.linkedin.com/in/markbaa www.firstrate.com.au
- 47. Reputation Management What is your reputation contingency plan? Does it include SEO?
- 48. Blocking Sub domains Friendly articles Press releases Microsites Linkedin Can (maybe) cheat using QDF?
- 49. Questions? Mark Baartse Consulting Director mark@firstrate.com.au www.linkedin.com/in/markbaa www.firstrate.com.au
Hinweis der Redaktion
- About First Rate: First Rate(a wholly own subsidiary of Q Ltd ASX:QXQ) is a leading internet marketing consultancy that provides; search engine marketing (SEM), search engine optimisation (SEO), email marketing, performance marketing, conversion optimisation and website analytics services direct to a range of blue chip clients. First Rate offers a 1-tier paid search technology and service solution through its exclusive partnership with IgnitionOne (formerly SearchIgnite).
- The biggest missed opportunity in SEO is branding.A strong brand= Increased CTR (SEO and PPC > Quality score), Increased conversion rate
- Search is typically disconnected from brand. Is this a problem? Yes - Search is usually not integrated in brand, and not considered part of brand. Personal experience verifies this. We want to get involved!
- Spoke to Google. Any case studies to help? Very helpful! LOTS of case studies on SEM!
- It is possible to do higher than 13%. This is analysis for First Rate managed PPC campaigns. If we did every spot, 58% CTR. We consistently get way above average CTR on PPC – shown by accounts we take over from others. Reality is PPC gets around 30%Consistent with our experience – we normally increase CTR about 50 – 100%. This is a combination of process, people and our technology – SearchIgnite, which has just been rebranding to Ignition One.
- This is based on split up of organic results, not of all impressions. Other confounding factors. Reality: #1 gets 30% - 70%One of the biggest influencers: existing brand!Will talk about how to get that 30% closer to 70%
- As you can see, the top results get the results!!
- This is not a battle. They are both great channels. SEO and PPC support each other. The whole is greater than the sum of the parts.
- Top spot for both, they add to each other.
- Unprompted brand recallUsers had done related queries, such as “fuel efficient cars”Clearly a strong brand in the first place (see control).Still a good result. Look at top organic listing....
- Note the impact of top organic vs top paid. About the same. One is a lot cheaper long term!
- So that’s all about unbranded/generic searches. How about branded searches?It’s a question I hear a lot: Should I run SEM for brand queries?Who does a Google search for a brand term just to find the site?
- PPC and SEO with brand terms. As PPC CTR goes up, so does SEO ctr.Even for branded terms, we typically see CTR of around 60% or so on organic. I was shocked when I did the research. True, a lot probably goes to #2, #3, etc. Other good reasons for running SEM on branded search, won’t go into that...
- Survey done in the US, senior level marketing execs, on effectiveness.SEO second, higher even than display ads which are 4th.So that’s the execs. What do the people think?
- Organic alone: average 21.5%Top paid spot: 14.5%
- Study done a while ago on which people trust more. First question: can they even tell the difference!
- This is a qual survey, what people say and what people do ain’t the same thing. But there is a perception of trust.
- Just sales/leads?How about PPC?
- SEO is typically a performance medium.
- Close the loop on campaigns.
- How other mediums affect search.Salesforce. November traditionally is a quiet month and conversions are poor. We ran a display campaign for them.
- Implementation: how do we use SEO, an always on activity, to supportWhat sort of links does Google reward?Good link building = good brand building
- Get Great Branding and SEO ResultsIf SEO is baked into your process:PR, Competitions, Viral, Much easier/effective
- Boring sites are hard to SEO.
- From the example this morning....Great for Tacos, and burgers. How about for insurance? Novated leasing? Hotel booking?
- Anyone staying at the Hilton on the Park?Lovely reception. Who has been involved in designing a site? Arguments about colour? Senior execs almost in a fight about orange vs blue.
- Who would think the Hilton would use this? Branding mistake?
- This builds your brand, affects your CTR.Like EDM, people do subject line as an after thought sometimes – the most important point!
- Can use PPC to drive CTR. But don’t have it the same as your PPC. Use it to drive different messages/diversity to maximise combined CTR.
- Use personas if you have themQuestions/points to make at this point???
- SEO CTR.
- SEO CTR.
- Universal:Youtube, images, news, then others; yahoo answers, etc......
- If so how?
- Future...... Yeah, social media. Present in social, but future in search.
- Social search IS becoming real. Social as a signal – likes, shares, tweets, and friends and friends of friends.
- Make your brand like candy......You need social to win in the serps.
- Last week, iStrategy (amsterdam?). Facebook followers. Challenges.....
- Questions?Now or on First Rate stand much of the time.
- Questions?Now or on First Rate stand much of the time.