how to outrank your competitors with seo and ppc

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HOW TO OUTRANK YOUR COMPETITORS WITH SEO AND PPC WEBINAR

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Page 1: How to Outrank Your Competitors with SEO and PPC

HOW TO OUTRANK YOUR COMPETITORS WITH SEO AND PPC

WEBINAR

Page 2: How to Outrank Your Competitors with SEO and PPC

Three ways SEO & PPC Work Together:1. Track offsite content and

prevent getting lost in the “Dark Funnel”.

2. Leverage Influencer Marketing for amplification and audience development. 

3. Drive traffic to paid content.

AGENDA

Page 3: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

David McIninchChief

Revenu

e OfficerAcquisio

@DavidMcIninch@acquisio

Krista LaRiviereCo-Founder & CEOgShift@KristaLariviere@gshiftLabs

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@gshiftLabs #SEOPPC @acquisio

• The webinar is recorded and will be made available by email

• There will be two poll questions, with the answers shared at the end

• Q&A session at the end of the webinar

• Use the Chat box to submit your questions at any time

• For any follow up questions about the webinar please contact:

[email protected]

HOUSE KEEPING

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@gshiftLabs #SEOPPC @acquisio

SEO & KRISTA1. The “Dark Funnel” and how your

prospects are getting lost in it.

2. Audience Development.

3. Keyword Discovery to Content Distribution.

4. Using Influencer Marketing amplify your message.

5. Supporting offsite content and illuminating the Dark Funnel through SmartURLs and conversion paths.

Krista LaRiviere

Co-Founder & CEO

gShift

@@KristaLariviere

Page 6: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

Page 7: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

Page 8: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

CONTENT IS THE KINGPIN

“The most important opportunity is content as this pervades all the digital media that we are using to reach our audiences.”

Adobe/EConsultancy

Page 9: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

WHAT IS THIS ALL ABOUT, REALLY?

“It’s about the long-term process of enhancing both the brand's web presence asset and the opportunity for discoverability in search and social, throughout the prospect's buying cycle and across any device.”

- Krista

Page 10: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

ON-SITE VS OFF-SITE CONTENT

Page 11: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

Sirius Decisions & Forrester

Brands are experiencing disruptive change with 67% to 90% of a customer’s digital interaction with brand content is off-site.

Page 12: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

Only 10% to 33% of engagement is being captured.

Traditional analytics providers rely on tracking code, and therefore are only possible on web properties you control.

Engagement can happen beyond what is seen publicly, with content being shared through dark social.

CHALLENGES IN TRACKING OFF-SITE CONVERSIONS

Page 13: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

GOOGLE… FILED A PATENT…

“So putting an emphasis on building trust for all of your content could become one of the biggest undertakings you have in 2016.”

“Onsite and offsite search ranking results” US 13/285, 995

Page 14: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

THE SALES FUNNEL MYTH

• Brands control the funnel• A buyer’s journey is linear and predictable

• Evaluation & decision-making happen in owned channels

• Brands ‘see’ all prospects

Page 15: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

THE SALES FUNNEL REALITY

Prospects control their own journeyConsumers rely on peer & social community opinionsSearch / social is the starting pointJourney is non-linear and unpredictable

The Dark Funnel

Page 16: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

POLL QUESTION #1

Do you currently track off-site content engagement through the sales funnel?

Page 17: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

AUDIENCE DEVELOPMENT

Page 18: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

AUDIENCE DEVELOPMENT

Page 19: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

Creating content for your site is not

enough. You need additional

distribution and amplification using off-site channels.

KEYWORD DISCOVERY TO CONTENT DISTRIBUTION

Page 20: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

WHAT IS INFLUENCER MARKETING?Influencer Marketing is driving A LOT of off-site content & engagement!

Influencer marketing is developing a strategy to engage and build relationships with influencers and create campaigns that they may participate in.

Brand influencers are individuals who have an audience that aligns with your target market. They are amplifiers!

Page 21: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

Page 22: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

POLL QUESTION #2

Is influencer marketing part of yourdigital marketing mix today?

Page 23: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

Number of Influencers

Page 24: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

IDENTIFYING INFLUENCERS & AUDIENCES

Page 25: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

MEASURING

Page 26: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

ENTER SMARTURLS…SmartURLs enable you to track a piece of content that leverages content tags, taxonomy and conversion paths for all of your external and on -site content.

Empowers digital marketers and content creators to illuminate engagement and conversion analytics without the use of a traditional analytics tool.

Influencer Analytics!

Page 27: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

kontextURLs provide:

• Branded, vanity short URLs

• Near real-time Content Performance by Channel

• Long-term data storage

• The true connector of SEO and Social Media to Content Marketing

• Influencer Analytics

kontextURLs – the only technology that measures and optimizes both earned AND Owned Onsite, Offsite and Offline content

Page 28: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

SEO TAKE-AWAYS

It’s about discoverability of your content, everywhere!It’s about developing your audienceFind influencers by SEO keywords to amplify your contentOff-Site analytics!

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@gshiftLabs #SEOPPC @acquisio

PPC & DAVID1. Non-Linear funnel impacts paid

strategies for both consumer and B2B

2. PPC Strategies to influence each stage of the funnel

3. Bid strategies to reflect funnel stage, real estate and device

4. Attribution and Analytics by campaign type

5. Retargeting, native and social are key at the very top and very bottom of the funnel

David McIninch

Chief Revenue Officer

Acquisio

@DavidMcIninch

Page 30: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

THE NEW NORMAL FOR PPC

Paid Channels Continue to Grow

- Search and Display is a $53Bil. Market

- 12.5% Growth (eMarketer)

- Mobile > Desktop

- Display > Search

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@gshiftLabs #SEOPPC @acquisio

MAPPING PATH TO PURCHASE FOR CONSUMERS

Page 32: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

MAPPING PATH TO PURCHASE

Page 33: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

B2B CUSTOMER JOURNEY

Metrics to measure

- Cost to Acquire

- Path to Purchase

- Win Rate

- Conversion Rates

- ROAS

Page 34: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

ATTRIBUTION AND TARGETING

Page 35: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

CROSS-DEVICE TARGETING

60%-80%Of purchase decisions are influenced across multiple devices

Page 36: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

BEAUTIFUL PPC + SEO

Even With A #1 Organic Ranking, Paid Ads Can Provide 50% Incremental Clicks

Page 37: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

NEW ERA OF SEARCH

41% of adults and 55% of teens used Siri, Google Now or Cortana voice search at least once per day*

Page 38: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

BID STRATEGIES IN THE NEW WORLD

• Bid-to-position

• SKAGs, Exact Match Types and Ad Extensions

• Leverage machine learning and algorithmic approach

Page 39: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

QUALITY SCORE STILL RULES

Page 40: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

GOOGLE NOT THE ONLY GAME IN TOWN

Page 41: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

REMARKETING

Remarketing has been shown to increase CTR by 300% higher while lowering cost per conversion by 37%*

Map Ad Content to Funnel Stage and Action

Page 42: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

AUDIENCE BUILDING

Page 43: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

SOCIAL MOMENTUM

Page 44: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

NATIVE ADVERTISING

Masquerades as Content

Marketing

In-Line, In-Feed

Page 45: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

PPC TAKE-AWAYS

• Campaigns need to be discoverable and relevant

• Leverage data and retargeting to reach audiences at every stage of the funnel

• (Re)Target influencers with compelling content and creative (incl. native, mobile and social)

• Test, Measure, Iterate

Page 46: How to Outrank Your Competitors with SEO and PPC

@gshiftLabs #SEOPPC @acquisio

THANK YOU!

gshift.it/blog | [email protected]

www.acquisio.com/blog | [email protected]

Let’s hear some questions and comments!