better together - seo and sem

searchmarketingexpo.com@SEOTulsa

#SMX #11C

March 03, 2015

Better Together: SEO & SEM

Michael Kirchhoff

Director SEO & Product Support


#SMX #11C

SEO/SEM Strategy

Social Strategy

Content Strategies

Taxonomy

Training

QA

About Michael KirchhoffBridging the publishing-marketing gap through technology, analytics & expertise


#SMX #11C

1. Who the Hell is PennWell?

2. Content Marketing at PennWell

3. Proof of Concept – SEO Only

4. Proof of Concept - SEO + SEM Together

5. Impacts From Findings

What I Will Cover


#SMX #11C5

7 global offices

137 print & online magazines

56 conferences/expos on six

continents

PennWell, Global B2B Media Company


#SMX #11C






What I Will Cover


#SMX #11C

7

Print & Online Magazines

137Conferences &

Expos in 6 Continents

56Websites in 10

Industries

118Content Pieces

Created Monthly

15K

SEOs3

Scale of Content Marketing at PennWell


#SMX #11C

2005 2006 2007 2008 2009 2010 2011 2012 2013

Visits from Search

35% Average Annual Growth

1,415%Growth Since Inception

2014

Consistent & High Search Traffic Growth Since 2005


#SMX #11C

Drive traffic and grow

ad revenue

Drive traffic and event

registrations

Campaigns, and ROI are very different depending on website

Content Drives Business At PennWell


#SMX #11C






What I Will Cover


#SMX #11C

~ 5 new C&E websites are launched monthly

56 B2B Annual Conference & Events Worldwide


#SMX #11C

Automated

To assist with bare-minimum SEO(Hreflang tag; architecture; schema-in progress)

Templated

Not the best for SEO or user, but scalable

Lost Opportunity

Juicy content is hosted on 3rd party website

Goal: Suck less, JUSTIFY bottom-line impact

SEO Only For B2B Conference & Events


#SMX #11C

SEO Produces Solid Results


#SMX #11C






What I Will Cover


#SMX #11C

FocusSEO focus on the C&E selected websites

SpendMinimize SEM spend (spend less in entire 4 month campaign than most B2C spend in one hour)

Considerations for SEO & SEM


#SMX #11C

1. Establish metrics for ROI

2. Select test sites

3. Create targeted landing pages to improve SEO and SEM quality score

4. Augment SEM to offset keywords not ranking for organically

5. Focus Ads on Topics for General Audience Reach and Education

6. Establish Reporting

Plan for SEO & SEM


#SMX #11C

Attendee Registrations (units sold)

Revenue

Page Views

Select Measurable SEO & SEM Metrics


#SMX #11C

6 B2B Conferences & Events

Comparable industry coverage

Comparable audience size

Comparable locations

Select Target Sites


#SMX #11C

Direct call to action

Improved SEO - Right keywords, content

Improved reporting

Create Controlled Pages to Improve Quality Score and SEO Effectiveness


#SMX #11C

Augment SEM to Offset Keywords Not Ranking for Organically


#SMX #11C

• Keyword ads • Display ads • Retargeting ads

Ad focus on Topics for General Audience Reach and Education


#SMX #11C

Reporting


#SMX #11C



3. SEO Focus on Event Properties

4. Proof of Concept Study of SEO & SEM Together


What I Will Cover


#SMX #11C

Massive Boost Due To SEO & SEM

More Registrations

80XUp To

Higher Search Revenue

39XUp To

More Page Views

16%Up To


#SMX #11C

Achieved Executive approval to expand SEM campaigns from 18 managed

campaigns to 56 in 2015

Secured Minimal $$ allocated per event

Justification for FTE to manage SEM

Test Impacts on the Business


#SMX #11C

SEO/SEM together increase reach and conversions

Even small spend can have big impacts

Test; measure; course-correct to prove value to C level

Summary


#SMX #11C