the power of integrated search: why seo & sem are better together

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FAQs


Marketers love inbound leads.

/ Why Bother with Paid Search?

SEO leads cost 60% less and close 2X faster than other digital channels.

Source: Hubspot; Econsultancy


But, what happens when inbound isn’t enough?


Prospects show signs of content fatigue.

/ Why Bother with Paid Search?

Brand content output increased 78% YoY, but engagement decreased by 60%.

Source: Trackmaven


1 SEO & SEM Are Better Together Inform Organic Strategy with Paid Search

2 Revenue Driven Search Plan Break Down Data Silos to Co-Optimization

3 Live Q&A Ask Your Toughest Search Questions

On the Agenda


Just like milk & cookies…

/ SEO & SEM Are Better Together


…Pinky & the Brain…



…Peanut butter & jelly…



SEO & SEM go better together.



Performance is better together. 1


SEM cannibalization of SEO is a myth!

Paid search

Organic search





Source: SEER Interactive

Ad CTR is 5.66%






6.15% average organic CTR.




When both paid and organic results are shown:


Ad CTR rises from 5.66% to 18%.

Organic CTR rises from 6% to 38%.




When both paid and organic results are shown:


Overall CTR for both organic and paid results rises from 6% to 56%.




Paid search increases the likelihood a user will click on the organic result.




Paid search effectively fills in the gap for organic results below page 1.




Paid search gives a huge boost to competitive non-brand search terms.


Paid search informs organic. 2 Gain invaluable organic keyword insights from two paid search metrics:


Source: Google

Quality score indicates whether Google finds

keywords relevant to each landing page.

Cost per click (CPC) is a great indication of keyword competition.


Paid search informs organic. 2


Use these metrics to guide organic keyword selection and mapping.


Paid search informs organic. 2 Use these metrics to guide organic keyword selection and mapping.

Example keyword mapping & content planning document.



Paid search informs organic. 2 Improve overall site conversion with paid search landing page performance insights.


Find the weakest landing pages with the lowest

conversion rate and highest bounce rate. Target these

for improvement first.


Paid search informs organic. 2


You have 7 seconds to answer these 3 critical questions:

Think of each page as an entry point.

1 Where am I?

2 What can I do here?

3 Why should I do it?





On the Agenda


Source: “Digital Evolution in B2B Marketing”, CEB & Google; Feb. 2013

/ Revenue Driven Search Plan

Poorly optimized channel mix

Incomplete digital integration.

2 1

Companies struggle with 2 major pain points:


1 Secure cross-departmental support. Align internal stakeholders on agreed upon KPIs!



2 Optimize for revenue – not just leads. It’s not enough to measure leads alone.



2 Optimize for revenue – not just leads.

Tie digital to your CRM to justify investment based on revenue growth.






On the Agenda


QUESTIONS? ASK AWAY!

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ü  Where you rank in relation to competitors

ü  Measure revenue opportunity from Search ü  What you can do to accelerate results now

Mike Turner, Webmarketing123 Director of Business Development

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