1. Integrating Paid Search With SEO
10.16.2012

2. Francis Skipper
Vice President of Digital Marketing
617-259-1605
francis@451marketing.com
linkedin.com/in/francisskipper
@fskip

3. Agenda: Steps to Successful Integration
1. Communicate clearly to search engines
2. Think like your customers
3. Integration (putting it all together)

4. 1. Communicate Clearly to Search Engines!

5. SEO Has Three Core Components
Code Content Connections
• Crawlability • On-Page
• Linking
• HTML • Keyword Density
• Directories
• XML sitemaps • Title Tags
• Social, blogs, articles
• URL Structure • Meta tags
• Press releases
• Robots.txt • H1, H2 etc
• Partners
• Navigation • Anchor Text
• Internal links
• 301’s • Navigation
• 404’s
• Canonical

6. Pay-per-click (PPC)

7. Search Engine Marketing
SEO PPC
Organic Paid
Pro: Pro:
Great Long-term ROI Quick Set up
High Ceiling & Volume Highly measurable & quantifiable
More exposure, branding, awareness Less development resources needed
Con: Con:
Tough to quantify More expensive
Lots of work (design/development) Lower ceiling & volume potential
Takes a while (not for short-term) May be subject to “ad blindness”

8. Keyword Research
Your Feedback
Keyword
Website Content Industry News Historical Data
Data
Organic
Search Data Web Analytics Data Competitor Sites
Variation
Keyword
Plurals Misspellings Synonyms Concatenations
Keyword
Tools

9. Keyword Themes and Query Intent
Navigational Queries
Informational Queries 80%of all Searches
Transactional Queries
9

10. 2. Think Like Your Customers!

11. Keyword Research
Brainstorm Search Queries
• What would users who know my products type in?
• e.g. Full service moving company
• What about users who don’t know about my products?
• e.g. Moving supplies and boxes
• What are some searches I DON’T want to show up for?
• e.g. piano movers

12. Keyword Research

13. Think About the Purchase Funnel
Increase Brand Visibility
Awareness Impressions & CPM
Drive Qualified Traffic
Education Customer Reviews, product
comparisons, demos
Generate Leads
Consideration Newsletter subscriptions,
Email captures, etc.
Sales
Purchase Revenue, orders, CPO, ROI, ROAS

14. Optimize Keyword Targeting
teaching jobs in school 60,500
teaching jobs schools 33,100
teaching in a private school 14,800

15. Capitalize on Keyword Trends

16. Capitalize on Keyword Trends

17. The Long Tail

18. Think: Ad Copy Testing
Feeler Email Marketing
Reach your customers and actually
Emphasis on human connection and feelings have time for lunch. Free trial.
www.EmailMarketingABC.com
Intuitor Email Marketing
Grow your small business with
Words like “grow” and “growth” to infer forward, future thinking email marketing. Free trial.
www.EmailMarketingABC.com
Sensor Email Marketing
Reach customers before your
Action words focusing on achieving results & being competitive competitors do. Free trial.
www.EmailMarketingABC.com
Email Marketing
Thinker 200,000+ small businesses choose
us for email marketing. Free trial.
Words invoking confidence in product, community-themed www.EmailMarketingABC.com

19. Creative Testing
Control Creative Test Creative
Acme Home Security {KeyWord:Acmes Rapid Response}
Find affordable, reliable home Help Assure Safety & Security w/ an
Safety security and surveillance systems. Acme Home Security System.
www.AcmeHomeSecurity.com www.AcmeHomeSecurity.com
CTR: 0.27% CTR: 0.94%
Avg. CPC: $1.75 Avg. CPC: $1.46
Using keyword insertion and
targeted Standard Home Security increasedMotion Intrusion
Motion Detection
Get A $99 messaging {KeyWord:Acme Home Detection}
Acme Home Security
Help Protect from
System Install. Contact Us Today! Acme Monitored Home Advantage.
CTR, improved keyword Quality
www.AcmeHomeSecurity.com www.AcmeHomeSecurity.com
CTR: 0.83% CTR: 2.78%
Score and lowered average CPC $1.90
Avg. CPC: $2.54 Avg. CPC:
Acme Home Security {KeyWord:Acme Fire Alarms}
Find affordable, reliable home Help Keep your Family Safe w/a Fire
Fire Alarm security and surveillance systems. Alarm from Acme Home Security.
www.AcmeHomeSecurity.com www.AcmeHomeSecurity.com
CTR: 0.21% CTR: 1.71%
Avg. CPC: $2.15 Avg. CPC: $2.11

20. Campaign Optimization & Execution
Track & Report Optimize
Performance Targeting
- Rankings, Impressions and Clicks - Meta Tags, Taxonomy, URL Structure
- Traffic, Click-Through Rate, Bounce Rate - Refined Bidding and Budget Strategies
- Conversions and Conversion Rate - Optimize Lading Pages
- Cost-Per-Acquisition - Improve Ad Copy and A/B Testing
Integrate Strategies Quarterly Review
Coordination SWOT
- Re-allocate Keyword Phrases - Identify Top Keywords
- Online-Offline Marketing Integration - Identify Challenges
- Integrate PPC-SEO Efforts - Identify Cross-Site Opportunities
- Continuous Testing - Leveraging Social Media and Dominate The
Page Strategies

21. Push PPC Wins In SEO

22. 3. Integrate Channels

23. Categorizing Digital Advertising
Paid TV Commercial, Web Banner Ad,
Paid Search
Owned Website, Blog, Facebook Page
Earned Blog Mention, Word of Mouth, Buzz
POEM

24. P
E
O
E

25. SEO/PPC Integration

26. Non-branded PPC CTR Increases When
Next to Organic Result
1.99% PPC CTR increased
to 6.88% CTR
Test position adjustments for PPC keywords to measure impact on PPC CTR

27. Internal Search Logs
#2 Searched Term:
“bed spreads”

28. SEO/PPC Integration 32% increase in the
click rate
Paid & Natural Natural Only
Paid Results
70 6%
%
0%
0%
2% 6%
60%
22
%
4% 28%
Natural
2% 0%

29. 29

30. Local Search pages can see 300%
increase in conversions!
30

31. In Review
Communicate Clearly to Search Engines
• SEO – 3 c’s
• PPC – Quality ad copy
Think you’re your Customers
• Keyword Research
• Reassure Visitors and SE’s of Keyword Themes
(conversion enhancement)
• Capitalize on Trends
Integrate (putting it all together)
• SEO and PPC
• Social, Video, PR, Local

32. Questions?

33. Francis Skipper
Vice President of Digital Marketing
617-259-1605
francis@451marketing.com
linkedin.com/in/francisskipper
@fskip

34. Using Paid Search to Enhance
Organic Search Efforts