The Importance of SEO/SEM Integration Terrence Gordon
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Agenda A Quick Overview Why is it Important Advanced Discussions The Importance of Integration
Objectives Empower you with a renewed sense of your Search Engine Marketing directives Show you how to improve THROUGH consolidation
My Background • • • • • • •
BA in Communications from University of Arizona Started selling online advertising in 1998 Worked for numerous internet start-ups Launched an interactive agency in Los Angeles in 2005 2006 spun off an automotive vertical offering SEO/SEM solutions to dealers 2009 merged that company with eCarList and built the Search & Media division for website clients 2011 sold to DealerTrack
Overview of SEO / SEM
Why is Paid Search Important Targets consumers ready to buy – people PROACTIVELY searching for your products/services Allows branding to coexist with performance marketing (free to show up / pay when it works) If you’re not there – somebody else is
SEARCH
Measuring SEM I’ve been searching all day and don’t see my ad
Why am I only in SECOND PLACE????
Which ones are the paid listings again?
Why is SEO Important? Studies show that 70% of people click organic vs. paid 100% of users view the organic vs. 90% paid Our dealers receive on average 67% of their overall website traffic from Organic rankings*
*eCarList study 2012
Measuring SEO 1. Type things into Google 2. Browse my SEO ranking report 3. Type things into Google 4. Yell at my SEO guy 5. Check Google 5 minutes later
Advanced Discussions
Proper Top Level Measurement CPL Cost Per Lead
Avg Position
CTR Click Through Rate
CPC Cost Per Click
Keword Conversions
ROI Return on Investment $=$$$?
SEO Conversions
The Importance of Integration
Why Integrate SEO with SEM? The goal for any Search Engine Marketing campaign is to achieve the most possible, bestperforming traffic at the lowest possible cost The only way to do that is by sharing data between SEM & SEO campaigns
SEM Data
SEO Data Best Traffic @ Lowest Cost
Typical Dealer Setup SEM VENDOR
SEO VENDOR No messaging
keyword bidding
ad creative
campaign setup
geotargeting keyword optimization
client consultation
budget allocation
sem reporting
day parting
roi landing pages test & mesasure
C O M M U N I C A T I O N
client consultation
content writing keyword mapping landing pages
link building
test & measure SEO reporting
Consolidating Efforts SEM + SEO VENDOR client consultation
keyword mapping
report
Optimization
Consultation
test & measure
campaign setup
Implementation ad messaging
landing page assignments
content building
Integration “kills two birds” SEM Ads should direct users to a landing page. How about a SEO-OPTIMIZED landing page… Organic Ranking
Paid Listing
Integration is More Effective
Honda Texas
Honda Dallas Honda DFW
Top 3 SEO
Top 3 SEM
SEO keywords are limited. SEM keywords are not. With an integrated SEM/SEO approach, keywords that are performing in SEM can be exported to the SEM manager for SEO content Keywords that are performing in SEO can easily be purchased in the SEM campaign
Honda Texas Honda Dallas Used Honda Dallas
Integration is Cheaper Theoretically, the higher the Organic keyword, the less you need to rely on its PPC counter-part As organic rises, the PPC can be decreased – thus more traffic at a lower cost
We set rules based on organic positioning to determine the appropriate decrease in bid
Integration = Better ROI With top performing terms being taken from each program and added to the top, keyword lists are consistently being optimized for better ROI across both programs
$$$ keyword
$ keyword
$ keyword
$$ keyword
BETTER ROI
-$ keyword
Four Marketing Birds Website Company Strategy
SEO Company
Strategy SEM Agency's Strategy
Social / Reputation Strategy
True Integration SEM
Website Traffic Marketing Messaging
Keywords
Landing Pages
SEO
Content Delivery Marketing Messaging
Appearance
Inventory Listings
Social & Reputation
Marketing Messaging Traffic
Thank You Terrence Gordon 214.722.8215
[email protected]
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