Yigit Konur @Digitalzone - Using SEO & PPC Data for Better Optimization

@yigitkonur
Using SEO & PPC Data for Better Optimization: How
Collaboration of Teams Can Change Your Strategy

@yigitkonur
2017: SEO Consultants & PPC Specialists

@yigitkonur
Agency: Different Agencies or Departments

@yigitkonur
In-house: Weak Communication of Stakeholders

@yigitkonur
Result: Ineffective Outcomes & Losing Potential

@yigitkonur
There are
some cases
to prioritize
our efforts
on different
channels.

@yigitkonur
Case-1: US-based fintech startup focuses on Bitcoin Trading
10$ per click

@yigitkonur
$$$

@yigitkonur

@yigitkonur
5$ to 10$ per click
x 2.700
x 20.250$ /month

@yigitkonur
SEO wins!

@yigitkonur
Case-2: Selling scary costumes for Halloween
Your SEO Team
+
Purchasing Agent
=
No Sales

@yigitkonur

@yigitkonur
PPC wins!

@yigitkonur
 
PPC & SEO
has too
relevant
metrics to
get benefit
from.

@yigitkonur
Better together!
SEO PPC
Long-term value.
Branding & awareness.
High volume.
Gains more trust!
Instant results!
Highly measurable.
Pay for results.
Hyper-targeted.
+

@yigitkonur
That is why
I will talk
about how
to use both
of them in
an effective
way!

@yigitkonurLet’s make this happen!

@yigitkonur
10 Ways to
Skyrocket Your
SEO Strategy by
Using PPC Data
+ Bonus

@yigitkonur
Data Sources:
• Google Search Console (API/Sheets)
• Google Adwords (Search Terms Report)
• SEOmonitor (Optional)
• Ahrefs (Optional)
• Optmyzr (Optional)
• Bonus Slides (Special Tool for Today)

@yigitkonur
1) Budget-First SEO Strategy: Using PPC Data for Strategic Prioritization

@yigitkonur
Collecting Data from Google Adwords

@yigitkonur
- Search Term
- Triggered Keyword
- CTR of Ads
- Cost Per Click
- Total Cost

@yigitkonur
Collecting Data from Search Console

@yigitkonur
Collecting Data from Search Console
- Triggered Keyword
- CTR of Search Ads
- Clicks from Organic
- Avg. Position of Keywords

@yigitkonur
- Search Term
- Triggered Keyword
- CTR of Ads
- Cost Per Click
- Total Cost
- Triggered Keyword
- CTR of Search Ads

@yigitkonur
- Search Term
- Triggered Keyword
- CTR of Ads
- Cost Per Click
- Total Cost
- Triggered Keyword
- CTR of Search Ads
VLOOKUP (Excel)
JOIN (SQL)

@yigitkonur
A lot of insights are hidden behind of the cells for allocating your budget better!

@yigitkonur
- PPC Cost Equivalent of Organic Traffic
of “Bitcoin Wallet” Keyword
- 8,00! * 1.854 = 14.832!

@yigitkonur
- PPC Cost Equivalent of Organic Traffic
of “Bitcoin Wallet” Keyword
- 8,00! * 1.854 = 14.832!
- Questions to Ask for This Excel Sheet
1. What are “real” total PPC value of my SEO efforts?
2. Do I bid too much for expensive keywords that I rank very well?
3. How much money I can save from these keywords?
4. What are the keywords I don’t rank well enough?
5. Why not to bid them, instead of the keywords I rank well?

@yigitkonur
What we will do?
• Getting all keywords we’ve targeted
from Search Term Reports of Adwords
to understand the keywords triggered.
• Fetching all keywords we’re listed from
Search Analytics API.
• Merging/joining all data by using Excel
or SQL to understand insights.
What we can expect to see?
• Increasing organic rankings on
specific keywords by aligning strategy
• Saving budget from expensive CPC
keywords to invest more on highly
converting keywords.
• Total ROI of SEO campaign will
increase
Tools: Google Adwords, Google Search Console, SEOmonitor, Keywords Everywhere,
Microsoft Excel / Google Sheets / Sequel Pro

@yigitkonur
2) Analyzing Monthly Trends: Using SV Data for Content Prioritization

@yigitkonur
Being prepared for trend changes are one of the key success metrics of SEO.

@yigitkonur
Generally, Google does not have a tendency to show specific data. Just aggregated ones.

@yigitkonur
SEOmonitor is not only sharing “keyword-level” search volumes, but also 5 yrs of search volume
graphs to help consultants better when it comes to trend analyis.

@yigitkonur
To make it efficient, you need to create conditional formatting of each row - not whole table.

@yigitkonur
By sorting with color, I can easily find each keyword’s “top trend month” and sort by them.

@yigitkonur
If I prepare my SEO strategy one month in advance, I can find all top keywords for next month.

@yigitkonur
Ahrefs does same thing with Clickstream data for more keywords but aggregated data might not help you.

@yigitkonur
What we will do?
• Scraping monthly Search Volume
trend of all keywords I’m targeting for.
• Using “conditional formatting” feature
of Excel for better visualization.
• Sorting keywords by using their own
seasonal trends.
• Great data to use for planning on
better SEO strategy.
• Being prepared for seasonal trends &
changes before they happen.
• Creating pages earlier than
competitors & prioritizing link earning
on specific pages.
Tools: Google Adwords, SEOmonitor, Microsoft Excel / Google Sheets

@yigitkonur
3) Discover New Keywords: Using +Broad or “Phrase” as a Keyword Tool

@yigitkonur
You can filter your “match types” to run “Search Terms Report” for better keyword discovery.

@yigitkonur
By adding “how” / “what” like question words as (close variant), you can discover more long tail keywords.

@yigitkonur
You can create more value on this data by adding SEO metrics as well.
- Missing part of this data:
- Position on SERP
- URL on SERP
- Monthly Search Volume
- Opportunity of Keyword
- SERP Features (image/video/featured snippet)
- How you can enrich this data:
- Adding all potential keywords to SEOmonitor.
- Export all possible columns on the software.
- Then merge with Adwords data by using
VLOOKUP on Excel or JOIN for SQL.

@yigitkonur
Google’s DSA is another great opportunity to discover new keywords for PPC & SEO purposes.

@yigitkonur
What we will do?
• Filtering for “broad” and “phrase”
related keywords in Adwords.
• They will trigger lots of different
keywords might have potentials.
• We can define a long-tail keyword
strategy by using them.
• Most fresh keyword data on the
internet for content creation.
• It is better than any keyword tool,
because they don’t get impacted by
any viral effects.
• Thanks to real-time data, it might
create new opportunities for you.
Tools: Google Adwords + DSA, SEOmonitor, Microsoft Excel / Google Sheets

@yigitkonur
4) Increase Quality Score: Using SEO Relevancy as a Guide for PPC

@yigitkonur
Optmyzr has great features for understanding Quality Score in deep-dive.

@yigitkonur
What is my most relevant page with the keyword “SimilarWeb”?

@yigitkonur
To increase “landing page experience” and “ad relevance” - I’ve to change landing page URLs.

@yigitkonur
What we will do?
• Finding keywords that have low quality
scores to optimize.
• We will assume that Google’s quality
determination algorithms are similar
for booth QS and SERP relevancy.
• Then we will find most relevant pages
and modify our PPC landing pages.
• Serious increase on quality scores of
keywords.
• Better landing page experience and
relevancy for your potential clients.
• Increasing QS of Campaigns and
Accounts for overall optimization.
Tools: Google Adwords, SEOmonitor, Optmyzr, Microsoft Excel / Google Sheets

@yigitkonur
5) Integrate SC with Adwords: Getting Help from Google to Merge Data

@yigitkonur
Search Console integration is hidden behind of many tabs. You can follow this steps to verify your site.

@yigitkonur
As you can see on demo data, aggregated version of PPC & SEO data shown here.

@yigitkonur
What we will do?
• Integrate Adwords with Search
Console by using Google’s integration.
• See some of “combined data” to
create better insights from big data.
• Finding opportunities in faster and
less geeky way.
• Finding the places where SEO + PPC
cannibalisations happens.
• Aligning budgets for well-performing
SEO keywords on PPC bids.
Tools: Google Adwords, Microsoft Excel / Google Sheets

@yigitkonur
6) Having More SERP Real Estate: Combining Powers for Golden Keywords

@yigitkonur
Teknosa: Laptop
• Shopping Ads
• Paid Listing
• Organic Search Results

@yigitkonur
Yemek.com & Yemeksepeti
• Paid Listing (Yemeksepeti)
• Organic Search Results (yemek.com)
• Organic Search Results (yemek.com)
• Organic Search Results (Yemeksepeti)

@yigitkonur
What we will do?
• Finding best keywords & ads drive
most conversions to you.
• Analyze our SEO performance on
these keywords.
• To reach more conversions, we will
use both channels togethers.
• SEO + PPC = Cannibalisation
• For some cases, it is not a problem. If
you’re working on a lead/form-based
business - you might want to have on
both SEO & PPC results for some
highly converting keywords.
Tools: Google Adwords, SEOmonitor, Microsoft Excel / Google Sheets

@yigitkonur
7) Understanding SERP Bounce: Reverse Approach for Pogo Sticking

@yigitkonur
7) Understanding SERP Bounce: Reverse Approach for Pogo Sticking
What we will do?
• Testing most of the keywords that have
high impression on organic search.
• Using PPC workaround for Google’s
(not-provided) data for SEO.
• Fixing UX problems of these pages for
better Google Authority
• Optimizing our pages for ML-based
algorithms like Rank Brain.
• Understanding keyword-specific “time
on site” or “bounce-rate” metrics to
reverse “SERP-bounce”
• Small budget allocation for Dynamic
Search Ads for testing.
Tools: Google Adwords, Optmyzr, Microsoft Excel / Google Sheets

@yigitkonur
8) Building Links: Getting Attention of Journalists & Bloggers

@yigitkonur
“Create a great content, it will attract lots of links.”

@yigitkonur
Most of SEO blogs

@yigitkonur
Most of SEO blogs
Biggest lie everBiggest lie ever
Biggest lie ever Biggest lie ever

@yigitkonur
Most probably, no one will find your content and
never links you within their content.

@yigitkonur
if you don’t approach to them directly,

@yigitkonur
if you don’t approach to them directly,
what we call as “outreach”

@yigitkonur
Marty Weintraub

@yigitkonur
What we will do?
• Create a new “saved audience” on
Facebook Ads.
• Targeting people by their job title +
location for showing content.
• Doing manual outreach after than
getting attention of them.
• Social interaction with journalists.
• Better reply rates & better positive
response for publisher outreach.
• New backlinks from highly authority
websites.
Tools: Facebook Ads, Microsoft Excel / Google Sheets

@yigitkonur
9) Building Social Signals: Increase Social Proof Affect by Using PPC
https://cognitiveseo.com/blog/11903/social-signals-seo-influence/

@yigitkonur
Engagement ads are extremely cheap for “like per dollars” perspective.

@yigitkonur
Even if it is not important fo SEO, people paying attention to these numbers as social proof.

@yigitkonur
What we will do?
• We’ll create another “saved audience”
for potential interests.
• Create a remarking list for people who
visit your website.
• Target them on Facebook & Twitter by
optimizing for engagements.
• Optimizing for social signals to rank
better (if you believe that Google takes
them serious)
• Increasing psychological social proof
of your content to push people to
share more your content naturally.
Tools: Google Adwords, Facebook Ads, Microsoft Excel / Google Sheets

@yigitkonur
10) CTR Optimization: Optimizing for Machine Learning Algorithms

@yigitkonur
To start optimization, we need to find the stuff need to be optimized!

@yigitkonur
Formula of Standart Deviation

@yigitkonur
Understandable Version of Standart Deviation

@yigitkonur
Weighted Average

@yigitkonur
Boooooriiiinnnnggggg
• Yes, it is boring stuff.
• That is why we created a tool to
calculate all statistical stuff and
give you a direct results!
• It will show you which URLs need
to be optimized.
• By just clicking few buttons, you
will be able to see your URLs that
need to be optimized.

@yigitkonur
http://zeomind.com

@yigitkonur
What we will do?
• We will analyze our meta-data and
finding under performing ones.
• By using standart derivation &
weighting by impression, we can find
better candidates to optimize.
• Doing all these complex stuff by using
Zeo’s new product - ZeoMind.
• Better CTR ratios + more traffic.
• More authority on Google SERPs,
especially for Rank Brain like ML-
based algorithms.
• Getting more traffic without ranking
better as unusual.
Tools: Google Adwords, Search Console API, ZeoMind, R Studio, Microsoft Excel / Google
Sheets

@yigitkonur
Quick Recap: What we learned today?

@yigitkonur
What we learned today?
• Budget-First SEO Strategy
• Analyzing Monthly Trends
• Discover New Keywords
• Increase Quality Score
• Integrate SC with Adwords
• Having More SERP Real Estate
• Understanding SERP Bounce
• Building Links with PPC
• Building Social Signals
• CTR Optimization

@yigitkonur
Any question?
Find me on ExpoZone!
Follow me @yigitkonur
Follow us @zeoagency
Drop me a line:
yigit@zeo.org

@yigitkonur
Thank you for listening :)

Yigit Konur @Digitalzone - Using SEO & PPC Data for Better Optimization

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Yigit Konur @Digitalzone - Using SEO & PPC Data for Better Optimization