INTEGRATED SEO/PPC STRATEGIES

2015

INTEGRATED SEO/PPC STRATEGIESVisibility: Organic & Paid - Better Together!

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Google data from 2012 shows that there’s a delicate

correlation between organic search rankings and

associated paid advertising. The Google study

discovered that organic search rankings benefitted

from an accompanying ad.

The ROI From PPC And SEO Working Together Outweighs The Cost Of PPC Alone.

Both SEO And PPC Work Together To Increase Visibility And Added Exposure On Search Engine Results.

When One’s Not Doing Well, The Other Pulls The Weight - This Is Especially True At The Beginning Of An SEO Campaign.

Businesses That Appear In Both SEO And PPC Ads Are Seen As More Credible.

INTEGRATED SEO/PPC STRATEGIESShared Keyword Data

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Simultaneously running SEO and PPC campaigns gives you double the data to analyze. PPC accounts with branded

campaigns can give SEO insight in to whether users search brand terms vs. other competitors and branded keyword

performance. If non-branded keywords convert better than branded in PPC, the client may have a branding problem.

SEO Can Help By:

Developing on-site content to target branded queries.

Developing an Infographic to acquire new customers & build brand awareness.

Create contests, such as product giveaways, that could be distributed off-site to influencers within the space.

PPC Can Help By:

Experimenting with a Display Campaign using advanced targeting techniques.

INTEGRATED SEO/PPC STRATEGIESShared Keyword Data

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PPC can share search query analysis keyword data with

SEO. These keywords give SEO insight in to how users are

searching for relevant products/services which can

influence content development & on-site optimizations

(top funnel).

PPC can share keyword click assist and impression assist

data with SEO. These keywords are good opportunity

keywords for SEO targeting since they lead to conversions

(mid-funnel).

Use PPC keyword conversion data to identify keywords

that bring in the most sales, revenue & traffic. These

keywords should be considered as prime, tier 1 keywords

for an SEO campaign (bottom funnel).

Use this data from PPC to generate relevant keywords, and to identify plurals, and long-tail keywords for SEO.

INTEGRATED SEO/PPC STRATEGIESShared Keyword Data

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SEO: Gain insights into search queries & top performing

pages to your website from Google Webmaster Tools  - use

that data to inform your PPC strategy.

SEO: Use Google Analytics to find top converting pages, &

map out keywords that are ranking for those pages to

assist PPC in determining Ad relevancy.

SEO: Also impacts PPC in other ways, for example,

AdWords Quality Score, which rates how relevant a page is

for an ad. Basic on-page optimization of PPC landing

pages helps ensure this type of content relevancy. The

HTML Improvement tab in GWT allows you to find issues

(such as duplicate title tags) that impact your site's user

experience and performance.

Other tools to use: ScreamingFrog, BrightEdge, SEMRush

INTEGRATED SEO/PPC STRATEGIESUse Site Search Data To Inform Keyword Strategy

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Enabling site search on your website, and analyzing the terms that are frequently used, can give valuable insight into

your customers' needs and search habits. Use this data to expand targeted keywords in SEO & PPC.

Site Search data allows you to conduct a content gap analysis to determine if you have any untracked keywords in SEO,

and high performing short or long-tail PPC keywords that are not adequately represented in your site’s content. If this is

the case, you need to get to work and add quality content (ie related blog posts or related resource material) to the

site, and expand your PPC keyword list.

INTEGRATED SEO/PPC STRATEGIESUse Best Performing Ad Copy To Inform Your Content Strategy

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By determining which PPC ads result in the most conversions, you'll have a good idea how to create title tags, meta

descriptions and page content for the pages that you want to rank organically.

The benefit of using PPC ads to test page attributes is the immediacy of the results. You'll know pretty quickly what works

and what doesn't, while organically testing titles and meta descriptions can take a long time.

INTEGRATED SEO/PPC STRATEGIESCapitalize On PR

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For Negative PR:

PPC: Create ads to push brand’s stance on issue.

SEO: Content development, & tracking of brand related phrases.

For Positive PR:

PPC: Create ads targeting positive PR placements to capitalize on

exposure and potential pr related search traffic.

SEO: Leverage the placements secured by positive PR by building

links to them to increase authority, as well as using them to

brainstorm new content ideas.

Occasionally, someone will say something about your company. You can guide the conversation more effectively if you

control the SEO and PPC results for a certain term.

INTEGRATED SEO/PPC STRATEGIESCompetitor Insights

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Paid Competitors: Use PPC to identify competitors that users compare the client to, or newcomers in the paid market space.

Organic Competitors: Find other domains that rank on the same keywords as your client. Review findings with Paid and

identify any overlaps with paid/organic competitors - these domains may be good domains to emulate or to simply research

further.

Tools to find competitors: SpyFu, SEMRush, BrightEdge

INTEGRATED SEO/PPC STRATEGIESBetter Identify Client’s Audience

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SEO: Enable Demographics and Interest Reports on the site, to develop content, such as blog posts, catered towards user’s

interests, age, gender, etc. Additionally, review Device & Geographic data to better address the needs of the audience.

PPC: Use this data, along with the data obtained in the Google Adwords interface, to inform a Paid Search & Display

campaign.

INTEGRATED SEO/PPC STRATEGIESIncrease Exposure For Sales & New Initiatives

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SEO:

Create off-site content, such as a Press Release, to raise

awareness of sales and new initiatives.

Create product giveaways that could be distributed off-site to

influencers within the space for Ecommerce based clients.

Develop on-site seasonal content, such as blogs, that are

relevant to client’s target audience.

PPC:

Launch text/display ads with similar messaging & imagery.

Add sitelinks to further promote the sale or new initiative.

Add call out extensions to highlight attributes of sale (i.e. Free

Shipping).

Add count down adds to add a sense of urgency to time

sensitive sales.

INTEGRATED SEO/PPC STRATEGIESWebsite Usability - A/B Testing

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Compare behavior metrics (bounce rates, pages/sessions etc.) in organic

& paid search to determine which landing pages need improvement.

Since PPC allows you to get immediate feedback on landing pages, data

from A/B landing page tests can help you in justifying the cost

associated with improvement in site architecture & usability to improve

performance for SEO & PPC.

Tools To Analyze Usability:

In-Page Analytics (GA/Chrome

Extension), Crazy Egg, Lucky

Orange, GWT (Mobile Usability)

INTEGRATED SEO/PPC STRATEGIESUse Attribution Reporting & Multi-Channel Funnels

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Use data to determine where users are dropping off in paid/organic, and

understand where users are converting.

Use MCF to identify paths users take between Paid & Organic Search.

INTEGRATED SEO/PPC STRATEGIES‘Cover Your Ass’ Strategies

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PPC can provide security for volatile search terms and protect you

from some of the negative effects of algorithm changes or drops in

organic rankings related to major site changes (i.e. site migrations).

Isolate expensive PPC keywords & then optimize those to rank well

organically. Once you have presence in the natural search listings, you

have the option to lower or stop bidding on those terms and save

budget for other things.