seo ppc webinar_last_edited_12.5.12-1
TRANSCRIPT
Questions We’ll Cover:
① What is the difference between SEO & PPC?② How do you coordinate SEO website structure
with PPC account structure?③ How does keyword strategy vary for SEO
compared to PPC?④ How can you align landing page
recommendations and optimizations between SEO & PPC?
⑤ Are results measured differently and how are results reported?
Questions We’ll Cover:
⑥ What are the largest challenges with SEO & PPC, respectively?
⑦ How is ROI calculated for PPC compared to SEO?
⑧ Do you need both SEO & PPC, and if so, why?
⑨ How do PPC & SEO work together?
⑩ What is needed to implement SEO or PPC?Have questions throughout the webinar? Use #ppcseo on Twitter.
① Difference Between SEO & PPC
• PPC
o Pay Per Click
o Clickable advertising that shows up above organic search results
o Pay for: ad clicks and/or account management
① Difference Between SEO & PPC
• SEO
o Search Engine Optimization
o "Meritocratic" results driven by algorithms, appearing beneath paid results
o Pay for optimizing the site; resulting clicks are free
② Coordinating Website Structure with Account Structure
• Why is this important?
o Easier to make sure all services/products are covered
o Allows for increased relevancy
o Helps agencies work together
③ Keyword Strategy Variance
• PPC
o Driven by ‘cover all bases’ mentality against ROI
o 100’s-1,000’s of keywords to focus on
o Short & long tail
o Searcher queries
③ Keyword Strategy Variance
• PPC
o Short vs. long tail
Driving traffic vs. driving ROI
③ Keyword Strategy Variance
• SEO
o Driven by content
o Number of keywords limited to your site size
o Short & long tail
o Searcher queries
③ Keyword Strategy Variance
• SEO
0
100000
200000
300000
400000
500000
600000
700000
800000
900000
1000000Unique Organic Referring Phrases
2009
2010
2011
2012
④ Aligning Landing Page Recommendations/Optimizations
• Give agencies access to each other
• Communicate changes both ways
• Setup a schedule of communication
⑤ Measuring Results/Reporting
• PPC – Measuring Results
o More ‘real-time’ data
o Generally results can be seen within hours or days
o Cause/effect relationships easier to see
o Overall number of metrics
⑤ Measuring Results/Reporting
• PPC
⑤ Measuring Results/Reporting
• PPC
⑤ Measuring Results/Reporting
• SEO – Measuring Results
o Data varies from granular to macroscopic
o Results generally seen in weeks or months
o Earn clicks you didn't anticipate
o Overall number of metrics
⑤ Measuring Results/Reporting
• SEO
⑤ Measuring Results/Reporting
• visits
• keywords
• branding
• conversions
⑤ Measuring Results/Reporting
• PPC - Reporting
o Weekly reports not abnormal
o Account specific KPI (not the same from account to account)
o Ditto the cause/effect from results
⑤ Measuring Results/Reporting
• PPC
⑤ Measuring Results/Reporting
• SEO - Reporting
o Typical reporting is monthly or quarterly
o Goals are diverse & depend on client
o Changes can be time-consuming but durable
o Google whims (e.g., "not provided") can present a challenge
⑤ Measuring Results/Reporting
• SEO
⑥ Largest Challenges
• PPC
o The ‘unknowns’
o Smart competition
o Optimizing at the right pace
o OOC factors
⑥ Largest Challenges
• SEO
o Content creation
o Building authority
o Time and patience
o Algorithmic changes
⑥ Largest Challenges
• SEO
⑦ Calculating ROI
• PPC
o Revenue/Lead value
o Agency fees
o Not necessarily static
o Segmentation, as possible
⑦ Calculating ROI
• PPC
⑦ Calculating ROI
• SEO
o Agency fees
o Internal development time
o ROI can continue indefinitely
⑦ Calculating ROI
• SEO
Sample: Auto Parts CatalogArchitecture changes and keyword research
⑧ Why do you need PPC & SEO?
• Different buckets of potential customers
• Rounds out web presence
• The two help each other, to a certain extent
• Cross-channel attribution
⑨ How do PPC & SEO work together?
• PPC
o Pushes additional traffic to site that may not get there otherwise
o Quality Score can help uncover potential relevancy issues
o Search query reports may show organic opportunities
⑨ How do PPC & SEO work together?
• SEO
o Can show high-converting phrases that PPC didn't anticipate
o Site optimization can improve Quality Score
o Signals from PPC can turn into long-term content
⑩ Implementation Requirements
• PPC
o Communication/hand off
o Tracking codes
o Goals & timelines
o Buy-in!
⑩ Implementation Requirements
• SEO
o Potential global site changes
Navigation
Architecture
URLs
o Significant content updates
o Development priorities
o Buy-in!
The Round-Up
• To maximize online presence: it’s not a matter of which…it’s how to run them simultaneously
• Communication: vital & transparent
• Measure/evaluate: separate but equal
Your QuestionsThank you for attending Intrapromote and Hanapin Marketing’s webinar on: 10 Things to Consider When Coordinating PPC & SEO Campaigns. #ppcseo
• Sign up for a free Google Webmaster Tools audit from Intrapromote:http://www.thewebsiteaudit.com/contact/webinar-offer/– Password: webinar126
• Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $15K/mo in adspend): http://www.hanapinmarketing.com/solutions-blueprint-sign-up
• Or Contact us Directly:• Erik Dafforn: [email protected]• Kayla Kurtz: [email protected]