why seo is not always enough - sometimes you've got to pay to play

searchmarketingexpo.com@mikegracen

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WHY SEOIS NOT ALWAYS ENOUGH:SOMETIMES YOU’VE GOTTA PAY TO PLAY


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Google cares about two things.


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(And guess what?)


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You’re not one of them.


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Google cares about

maximizing shareholder wealth.


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Google cares about

keeping their users happy.


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“Focus on the user and

all else will follow.” - Google


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Google is a search company.


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Google is an advertising

company…


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that happens to own the

World’s #1 search engine.


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of Google’s 2013 revenue

came from advertising.

https://investor.google.com/financial/tables.html


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Google is not in business to be

your friend.


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Google is not in business to do

you any favors.


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Google may not even know

you exist.


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Case Studies


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Since 1999 the UK’s leading UX consultancy. We are

psychologists, researchers, interaction designers,

usability & customer experience specialists.


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Did a study for an auto insurance client.

https://econsultancy.com/blog/62249-40-of-consumers-are-unaware-that-google-adwords-are-adverts/


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81% of users clicked

on Adwords listings.



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81% of users clicked

on Adwords listings.

40% of users had

“no idea” there were

PPC ads on the page.



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The heat map demonstrates

that it’s the area of the

screen displaying the top results,

regardless of whether they

are natural or paid for,

that receives the most activity

and attention from users.

- Bunnyfoot Co-founder

Rob Stevens



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EyeQuant uses Artificial Intelligence to predict what users

will see and miss in your web designs and mockups.

http://blog.eyequant.com/2014/03/20/why-the-new-google-search-ads-design-is-a-subtle-work-of-genius/


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Did a study on Google’s new search result pages design.



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“In conclusion, this is a supremely clever, subtle redesign and there’s lots

of reasons to believe that it will effectively drive eye-balls, clicks and

ad revenue.”


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“Google’s new Ads now very much

‘blend in’ with the organic results,

all while attracting MORE attention,

and all without being clearly evil.”


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So what?


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Users don’t know or care

about paid vs. organic.

They just want answers FAST.


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Google realizes this

and are thrilled with what the

future holds.


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What’s on Page 1?


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Google owned results News, Images, Maps, Google+, Youtube


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Scraped dataKnowledge Graph, Carousels, Answer boxes, Google Now


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Paid adsAdwords, PLAs, Knowledge Graph ads


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‘Preferred’ sitesWikipedia


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Local packsGoogle My Business


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10 blue linksfor how much longer?


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Within 5 years there will be

zero pure organic results on page 1.


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Within 5 3 2 years there will be

zero pure organic results on page 1.


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We are already there.


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SEM + SEO


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Link together your Webmaster Tools and Adwords accounts.

Adwords dashboard > Campaigns > Dimensions > View dropdown > Paid & Organic

Adwords Paid & Organic Report

https://support.google.com/adwords/answer/3097241


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Search ‘footprint’ each keyword term.

Ad shown only. Organic result shown only. Both shown together.




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Tighten up your branded paid search (do we really need to be bidding on that?)

Find gaps. Holistically look at all of your search placements.




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Adwords dashboard > Campaigns > Dimensions > View dropdown > Search Terms

Adwords Search Terms Report


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Paid search terms that triggered impressions and clicks.

Tighten up your negative keywords. Sanity check your match types.

Adwords Search Terms Report


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Quality Score needs to be 8 or better.

Too many/unrelated keywords in adgroup? Slow loading pages?

Missing SEO basics (Title, Description, H1/H2, content)?

Optimize Your Landing Pages


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Repurpose Your Landing PagesCreate one landing page and use for multiple channels (paid search, organic, display).

Always follow proper on-page SEO (title, description, good content).

Use rel=canonical tags.

<META NAME=“ROBOTS” CONTENT=“NOINDEX, NOFOLLOW”>

301 redirect after offer is over.


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Tag Everything(not set) showing in your AdWords reports?

Auto-tagging does not have cost data applied.

Redirect in the URL.

gclid parameter is wonky.

Auto and manual tagging are both selected.

Manually tagged URLs are missing a parameter.


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why seo is not always enough - sometimes you've got to pay to play

Marketing

cgoogle cares aboutkeeping

new search result pages

wereppc ads

usability customer experience

interaction designers

auto insurance client

theres lotsof reasons

area of thescreen