· Why SEO & PPC should work together in 2018? · 3 ways to use both SEO & PPC together to improve your website's performance · Unified SEARCH toolbox to take your site's visibility and performance to the next level Speaker Bio: Maekail has worked for both local and regional brands by helping them improve their revenue streams via increasing their organic visibility and traffic. Maekail is currently an SEO Specialist within RBBi’s award-winning SEO team.

1. Maekail Bawkher
3 Tactics to Dominate
Google’s First Page with
SEO & PPC
Developed by: Red Blue Blur ideas (RBBi)

2. A Little Bit About Me : Maekail Bawkher
Maekail is an SEO Specialist
and has worked for both local
and regional brands to improve
their revenue streams by
increasing their organic
visibility and traffic.

3. “The best place to hide a dead body is the
second page of Google search.”
– Anonymous

4. A minimum of 75% of all clicks go to first
page results
Source: Search Engine People 2017

5. Combining SEO & PPC
Enhance your current visibility on Search Engines
by leveraging the strengths of each tactic.
Tactic Outputs Results
Paid Media
Accurate performance data.
Quick conversions.
Short Term
SEO
Generate relevant & qualified traffic.
Scalable.
Mid-term

6. Let’s go back to about 10 years ago

7. Google Results Page in 2008
The ratio between
Organic and Paid
Search is about
70%-30%.

8. Google Results Page in 2016
4 ad positions &
shopping ads were
rolled out.
Organic & Paid
Search ratio is about
20%-80%.
PaidAdsOrganic
PaidAds

9. Google Results Page NowPaidAdsOrganic
Organic
Knowledge Panel
includes a wide range
of information
including photos &
maps.
Organic & Paid
Search ratio is about
80%-20%.

10. It’s a Mobile-First World

11. The Results Page on Mobile Devices Now
Above the
fold
PaidAds
Organic
The effect of
organic results
being pushed down
on mobile is even
more dramatic.

12. Users’ Behaviour Online and
Google Results Page have changed

13. How can businesses deal with this?

14. A Possible Handoff Strategy
Time
$Investment
PPC
SEO
1. Company X sets up a new website with no visibility online.
2. Company X uses paid search and social media to build brand awareness.
3. And most of the time they ignore SEO.

15. 1. Optimise your page titles
using PPC data

16. CONTENT
Increase Organic Visibility by using PPC data
Identify high
performing Paid
Search keywords.
Optimise on-page
elements & content by
including the performing
keywords.
SEOPPC

17. Google Keyword Planner & AdWords
Google Keyword
Planner & AdWords
provide actionable
search volume and
conversion data.

18. Google AdWords Search Query Report
Google’s
Search Query
Report shows
the keywords
users were
typing when
your ad showed
up.

19. Those Pesky (Not Provided) Keywords
Keywords that
are not provided
are often the
same ones that
generate the
most traffic.

20. Using Keyword Planner & SQRs
1. Organise SQR keywords by highest clicks & then impressions,
then isolate the top 30-40 queries.
2. Go to Google Search Console and download all the keywords
that are available.
3. Cross reference both lists and find overlaps for keywords you
are not using on your site.
4. Include these keywords in your on-page content and Page Titles.

21. 2. Use PPC data to optimize
meta descriptions

22. PPC
Next Level Meta Descriptions to Drive Engagement
Test multiple ad-
copies quickly with
up-to-date Paid
Search performance
data.
Use the best
performers as Meta
Descriptions to
improve engagement
(CTR).
SEO

23. The Steps for this Strategy in Action
1. Generate a keyword performance report from
AdWords for the previous 12 months.
2. Extract a Queries from Search Console for the
same period.
3. Organise these keywords by clicks and then
impressions to isolate the best performers.
4. Then try and organise the keywords by theme.
5. Identify any Page Titles and Meta Descriptions
where these keywords are missing.
6. Add the keywords in your on-page elements in a
meaningful way.

24. The Steps for this Strategy in Action
The snippet
moved to position
#1 temporarily with
CTR increasing by
100% after 2
weeks.

25. 3. Improve PPC Quality Score with
Technical SEO

26. Technical SEO & Quality Score
Implement best
practices for Technical
SEO.
Benefit from
improved Quality
Score, lower CPC’s
and higher Ad Rank.
PPCSEO

27. It’s about your Landing Page & Page Speed
“2 seconds is the
threshold for
ecommerce website
acceptability. At
Google, we aim for
under a half second.”
Maile Ohye,
Tech Lead of Developer
Programs from Google
Loading Speed
Device
Compatibility
Content

28. Don’t give them a chance to leave
Get your customers
through the door
before they have a
chance to change
their mind.

29. Is Your Page Fast Enough?

30. Are You Mobile Friendly?
Test how friendly your on-page content is for your users,
and get suggestions for improvements.

31. Key Takeaways

32. Some Key Takeaways to Play With
• Combine Google’s Keyword Planner & Search Query Reports to
identify high performing keywords.
• Test out your paid search ad copies and convert the most successful
ads into engaging Meta Descriptions.
• Google’s Page Speed & Mobile Friendliness tools give actionable
suggestions to improve your website’s mobile performance.

33. Now Let’s Go DOMINATE!

34. THANK YOU