Gustavo Pelogia - Power Up your SEO and PPC data
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Presented at Give it a Go in Leeds on 30 Aug 2018
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Gustavo Pelogia - Power Up your SEO and PPC data
- 1. @pelogia Power up your SEO and PPC data Gus Pelogia | @pelogia
- 3. @pelogia Oh, I love sitcoms @pelogia
- 5. @pelogia We’re always fighting each other
- 9. @pelogia We still can be friends!
- 10. @pelogia Once you give Google money…
- 11. @pelogia Valuable data is waiting for you @pelogia
- 12. @pelogia So let’s spend some money…
- 13. @pelogia And we can provide the non- provided!
- 14. @pelogia@pelogia *Images 2 and 4 by Flaticon.com
- 15. @pelogia@pelogia
- 17. @pelogia Here’s a fictional company @pelogia
- 18. @pelogia@pelogia Let’s call it Dunder Mifflin
- 19. @pelogia The monetary value of your SEO traffic
- 20. @pelogia GSC Search Term [ Clicks * Paid CPC] @pelogia
- 21. @pelogia
- 22. @pelogia If “Dunder Mifflin” had to pay for their SEO traffic last month, it would have costed… @pelogia
- 23. @pelogia € 5,201.43 @pelogia 50.093 Organic Clicks
- 25. @pelogia The percentage of your branded vs non-branded traffic
- 26. @pelogia Get your GSC search term list @pelogia
- 27. @pelogia Add a little formula =ARRAYFORMULA(IF(A2:A="","",IF(ISNUMBER(SEARCH("*bran d-name*" ,A2:A)),"branded search","non-branded search"))) @pelogia
- 28. @pelogia@pelogia
- 29. @pelogia 73.25% 26.75% SEO Branded Traffic Non-Branded Traffic 41.94% 58.06% PPC Branded Traffic Non-Branded Traffic @pelogia
- 31. @pelogia Branded search… The click is yours, right? @pelogia
- 32. @pelogia Almost there… But not yet.
- 33. @pelogia@pelogia
- 34. @pelogia GSC Search Term [PPC CTR + GSC CTR] @pelogia
- 35. @pelogia@pelogia
- 37. @pelogia Weak SEO coverage: identify the keywords that bring money and focus on them
- 38. @pelogia What is better than free visits? @pelogia
- 39. @pelogia Free visits and free conversions! @pelogia
- 40. @pelogia SEO Rank [Below 10] PPC Conversions [More than 0] @pelogia
- 41. @pelogia@pelogia
- 42. @pelogia Where you waste money: keywords with no PPC conversions but high SEO visibility
- 43. @pelogia SEO Rank [Above 4] PPC Conversions [None] @pelogia
- 44. @pelogia@pelogia
- 45. @pelogia Sometimes you do need these keywords anyway @pelogia
- 46. @pelogia But if you’re on a budget, this can be a life saver @pelogia
- 47. @pelogia
- 48. @pelogia
- 49. @pelogia Landing Pages: are you ranking with the best URL?
- 50. @pelogia We pursue the same customer… @pelogia
- 51. @pelogia So we use the same landing page, right? @pelogia
- 52. @pelogia I tested the “Dunder Mifflin” website @pelogia
- 54. @pelogia
- 55. @pelogia It doesn’t at all mean that things are wrong @pelogia
- 56. @pelogia But they might be @pelogia
- 57. @pelogia And this your conversation starter
- 58. @pelogia Find your outstanding converting copy and apply to SEO
- 59. @pelogia GSC Search Term [SEO Title – PPC Headlines] @pelogia
- 61. @pelogia SEO Title: Vacuum Cleaners – Brand Name PPC Title: Buy Vacuum Cleaners Online Final Reductions - Ending Soon PPC Copy: 18.8% CTR @pelogia
- 62. @pelogia@pelogia
- 63. @pelogia There’s no right or wrong @pelogia
- 64. @pelogia But with provided data you can do at least a little better @pelogia
- 67. @pelogia SEO traffic value Branded vs non-branded traffic Brand coverage Identify weak SEO coverage Money wasters Comparing landing Pages Comparing converting titles
- 68. @pelogia I know this is a lot to do at once @pelogia
- 69. @pelogia But I got you covered! @pelogia
- 70. @pelogia@pelogia
- 71. @pelogia Your Google Sheets Tool Just plug in your SEO and PPC data @pelogia
- 72. @pelogia Your ready to go Google Sheets to plug SEO and PPC @pelogia
- 74. @pelogia
Editor's Notes
- SEO and PPC... We still can be friends!
- SEO and PPC... We still can be friends!
- <div>Icons made by <a href="http://www.freepik.com" title="Freepik">Freepik</a> from <a href="https://www.flaticon.com/" title="Flaticon">www.flaticon.com</a> is licensed by <a href="http://creativecommons.org/licenses/by/3.0/" title="Creative Commons BY 3.0" target="_blank">CC 3.0 BY</a></div>
- SEO and PPC... We still can be friends!
- SEO and PPC... We still can be friends!
- SEO and PPC... We still can be friends!
- Google wants to make money and will push as much as they can However...
- Google wants to make money and will push as much as they can However...
- Google wants to make money and will push as much as they can However...
- Google wants to make money and will push as much as they can However...
- Google wants to make money and will push as much as they can However...
- Google wants to make money and will push as much as they can However...
- Google wants to make money and will push as much as they can However...
- Google wants to make money and will push as much as they can However...
- Google wants to make money and will push as much as they can However...
- Google wants to make money and will push as much as they can However...
- Google wants to make money and will push as much as they can However...
- Google wants to make money and will push as much as they can However...
- Google wants to make money and will push as much as they can However...
- Google wants to make money and will push as much as they can However...
- Google wants to make money and will push as much as they can However...
- Google wants to make money and will push as much as they can However...
- Google wants to make money and will push as much as they can However...
- Google wants to make money and will push as much as they can However...
- Google wants to make money and will push as much as they can However...
- Google wants to make money and will push as much as they can However...
- Google wants to make money and will push as much as they can However...
- Which is the best landing page? Is SEO covering your back properly?
- Google wants to make money and will push as much as they can However...
- MENTION THAT THIS IS ONLY VALID IF PPC DOESN’T HAVE UNIQUE LANDING PAGES
- I did a test for a client
- I did a test for a client
- UPDATE THE IMAGE ABOVE
- Google wants to make money and will push as much as they can However...
- Google wants to make money and will push as much as they can However...
- But at the end of the day, you don’t want to make this face
- Google wants to make money and will push as much as they can However...
- CHECK PPC HEADLINE CHARACTERS
- Google wants to make money and will push as much as they can However...
- Google wants to make money and will push as much as they can However...
- Google wants to make money and will push as much as they can However...
- Google wants to make money and will push as much as they can However...
- SEO and PPC... We still can be friends!
- Time to connect your SEO and PPC data