The Power Of An Integrated Search Strategy

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Melinda Griffin
6 years ago
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1 The Power Of An Integrated Search Strategy Chad Hallert Director of Digital Strategy Noble Studios

2 A Quick Introduction About Me About Noble Studios 15 Years in Digital Marketing 2015 Direct Marketing News 40 under 40 winner Instructor at the University of Nevada, Reno Full Service Digital Marketing Agency 2016 Search Engine Land Landy Award Winner 50+ global search marketing clients across industries

3 My goals for today Convince you of the importance of an integrated SEO and paid search strategy Review proven techniques that will elevate your game Consider how mobile impacts these approaches

4 The Challenge How do we consistently improve search marketing results over time in an environment with: Frequent algorithm updates New competitors and innovations Ongoing SERPs changes Increasingly complex buyer s journey Multiple devices

5 The Solution An integrated search marketing strategy, where SEO and SEM work together. Source: Google

6 Reality: There is only one Search Engine Results #share16

7 Reality: There is only one Search Engine Results #share16

8 And yet, this is the typical structure we #share16

9 The challenge created by marketing silos Incomplete data for decision making Duplication of effort and inefficiency Finger pointing and lack of ownership Less than optimal overall performance

10 How we start breaking down silos Define unique areas of opportunity Leverage data between specialties Disclaimer: SEO and paid search integration requires that you move beyond measuring just traffic, and focus on conversions and business impact.

11 What integration looks like

12 Define unique areas of opportunity

13 Identify where opportunities exist Source: BrightEdge

14 Where is the opportunity? Source: BrightEdge

15 All the difference in the world +69% CTR for the top 5 organic rankings on discovery intent vs. purchase intent content Source: BrightEdge

16 BrightEdge Intent Signal to the rescue Paid Source: BrightEdge Organic

Develop an integrated strategy OPTIMIZE Uncover above-thefold opportunities to improve for fast wins CREATE Identify organic-friendly opportunities that need

17 Develop an integrated strategy OPTIMIZE Uncover above-thefold opportunities to improve for fast wins CREATE Identify organic-friendly opportunities that need content DEFEND Know where you re performing well and need to monitor COLLABORATE Find below-the-fold opportunities to teamup with paid search Source: BrightEdge

18 Document your strategy Type of Search Example Advantage Strategy Q1 Results Purchase Intent best seo agency PPC Supplement SEO rankings with paid search +22% paid search traffic Branded Keywords noble studios for seo - Look for specific opportunities Noble SEO - #1 organic listing displaced SEO Samurai Local Keywords seo services in san francisco - Look for specific opportunities West Coast SEO Agency launched paid search. 5 leads. Research Intent what does an seo agency do? SEO Optimize or expand content for SEO +10% organic traffic +14 keywords ranked on first page

19 Update the keyword discovery process Add two additional columns Intent Signal Organic Opportunity This information will help you prioritize SEO and paid search keywords

20 Leverage data between specialties

21 Where to focus SEO Data Keywords Cost per Click (CPC) Call to Action (CTA) SEM

22 Keywords: AdWords Paid & Organic Report Which keywords perform better when both organic and paid ads are displayed together? Which keywords are showing for ads but not organic?

23 Keywords: Google Search Console Navigate to search traffic -> search analytics Analyze impressions for the top queries and match them to the keywords with the most commercial intent. Test keyword value through paid search campaigns.

Keywords: Go even deeper with Data Cube @brightedge #share16 Search for your domains

24 Keywords: Go even deeper with Data #share16 Search for your domains overall organic ranked keywords Filter for the keywords you ve identified in Search Console

25 CPC: How well do keywords convert? Assuming: Your competition isn t crazy Your keywords are relevant Your Quality Score isn t horrible CPC can provide you with the market value of a specific keyword

26 CTA: Get more conversions from your SEO pages Navigate to Dimensions -> Final URL and sort by Conversion Rate. What landing pages convert best? What are the common page elements you can use for SEO?

27 Track the impact of your integration #share16 Leverage the cross channel revenue report in BrightEdge Correlate work done to results

28 The Impact of Mobile

29 Mobile CTR Mobile offers less above the fold real estate The top positions receive a greater percentage of the clicks Mobile organic opportunities vary vs. desktop Source: BrightEdge

30 More changes are coming Google releasing a separate mobile index Mobile will become primary More up to date for trending topics We anticipate even more variance between mobile and desktop search results in the future Source: Search Engine Land

How mobile affects our search integration approach Not much For the strategies listed above, the tools we use offer the ability to isolate by device

31 How mobile affects our search integration approach Not much For the strategies listed above, the tools we use offer the ability to isolate by device type Follow the steps above for mobile and desktop separately and develop unique strategies where needed Yes, this creates more work, but is well worth it

32 Key takeaways Search marketing is hard work. Don t make it any harder. Use all of the tools in your toolset to drive max impact. Integration is more than a buzzword. It requires real commitment AND should change your workflow and output. Where do you start? Try what we do: Identify where unique opportunities exist Leverage data between specialties

33 Cheat sheet Get the checklist: NobleStudios.com/Share16

34 Thank you! See you at the next #Share

Campaign Goals, Objectives and Timeline SEO & Pay Per Click Process SEO Case Studies SEO, SEM, Social Media Strategy On Page SEO Off Page SEO

Campaign Goals, Objectives and Timeline SEO & Pay Per Click Process SEO Case Studies SEO, SEM, Social Media Strategy On Page SEO Off Page SEO Reporting Pricing Plans Why Us & Contact Generate organic search