Integrating SEO & Ending the

Siloed Approach

Beau Pedraza

SEO Lead

Talking Points

• The Evolution of Digital Marketing & SEO

• SEO Works Better When It Works Together• Live in the Bayou City: PR & SEO in the Wild

• Analytics & SEO: Lessons Learned

• The Relationship Between SEO & Paid Search

• SEO in 2017 & The Road Ahead• What’s Next?

• Closing Thoughts

SEO Evolves Over Time

• PPC

The Evolution of Search

Since 2006, We’ve Seen:

• The Rise of Mobile &

Responsive Web Design

• (not provided) Keyword Data for

SEOs

• Paid Ads…Paid Ads

Everywhere…

• Increased Webspam Fears

• Google’s double standards on

algorithmic refresh - unchanged

• BMW in 2006

• Thumbtack in 2015

For Some, It’s Still 2006…

For Many, It’s 2016…

Ask Yourself This:

How Should Businesses View SEO in 2016?

• Since the rise of the Web in the 90s, new technologies

consistently emerge. Search, Blogging, E-Commerce, Inbound

Marketing, Digital Advertising, Social Media, Video – Each one

began as its own entity, each with a specialized focus.

• As Brands and their target audiences begin to engage with each

other more and more in real-time, the need for each specialty to

work with each other responsively has never been greater.

• By making it easier for your digital marketing strategies & assets to

work with each other quickly, your brand can compete in the current

digital landscape.

SEO Works Better

When Your Silos Come Together

A Bad Silo Strategy

The Issue:

Why Are Siloed Channels Bad?

• A good SEO strategy should always consider the other channels &

disciplines that drive traffic and support organization goals.

• By walling off your digital and traditional marketing & advertising

strategies without strong lines of communication, you will never be

able to respond to actionable data and insights at the speed of the

Internet.

• Having your digital assets complement each other means real-time

response to emerging news, trends, crisis management, and

allowing for these to benefit the organization’s bottom line.

SEO & Public Relations(or why crisis can be good)

• PPC

Pi Pizza in the News

Pi Pizza: The Data

Hmmm…

Takeaways from Pi Pizza

Pi Pizza Received Hundreds of Social Mentions, but…

• All news linked to their social media assets

– Facebook and Yelp’s domain received positive benefits

– Social linking provides short term benefits, but no long-term ones

– The business itself received the brunt of the negativity with no gain from

the publicity via linked citations.

• Opportunities for next time?

– PR response on website + Social Media plan

– Reputation Management (Coupon, Specials in Response)

– Analytics Tracking

SEO and Analytics

Bad Press, Good Press…

Impact of SEO, Social and PR

Analytics + SEO, Social and PR

Organic Traffic During Peak Post-Event, Referral Traffic

?

And then it made sense…

Takeaways:

• Former celeb guest made the news afterwards in unrelated story

• Massive news story drives Search demand for their info

• The site reached Page 1 of Google Search (Peak: US - #9)

• They (Pos. 3) received 2x post-event traffic than the “Big Guest” (Pos. 4)

• Possible correlation - increased ranking (and CTR) due to backlinks

?!?!?!

Organic Traffic, Post-Event

Lessons Learned

• Bad News, Good News – Let It Work For You.

• How Fast Can You Respond?

– Links have a freshness to them.

– Big events mean responding fast

• What Are We Leaving Out?

SEO & Paid Search

• PPC

Search Results, 2006

HA!

Search Results, 2016

The Big PPC Question:

Q: How can PPC and SEO work together?

• New websites, new trends

– AdWords testing of emerging trends

• (not provided) means discovering keyword data in 2016 requires AdWords

or third-party data

– PPC data provides (keyword data)

• Competition & Focus

– High cost keywords vs surgical SEO focus

• SEO + PPC = Increased Traffic

– Drives awareness, increases footprint

– Prevent PPC cannibalization

2017 is Coming…

Are You Ready for What’s Next?

• Attribution Reporting

The Big PPC Question:

Q: How can PPC and SEO work together?

• We’ve gone over the history of SEO and how the constant changes come

quickly, leaving many behind.

• The vast majority of websites are not cutting edge.

• As the need for integration become more urgent, focus on what each

specialization brings to the table and think big.

• I think of Zillow often – they aren’t just blogging about homes for sale,

they’re speaking to the trends and writing about homebuyer habits based on

regions and neighborhoods.

• Most importantly, all opportunities are good opportunities.

2017 is Coming…

Are You Ready for What’s Next?

• Attribution Reporting

Company:

Contact:

Email:

Web:

Twitter:

Thank You

Forthea Interactive

Beau Pedraza

bpedraza@forthea.com

Forthea.com

@forthea

@beaupedraza