Post on 19-Jul-2020
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Chad Hallert | Director of Digital Strategy
Noble Studios
The Power Of An Integrated Search Strategy
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About Me
15 Years in Digital Marketing
2015 Direct Marketing News 40 under 40 winner
Instructor at the University of Nevada, Reno
About Noble Studios
Full Service Digital Marketing Agency
2016 Search Engine Land “Landy” Award Winner
50+ global search marketing clients across industries
A Quick Introduction
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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
My goals for today
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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
The Challenge
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An integrated search marketing strategy, where SEO and SEM work together.
The Solution
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Source: Google
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Reality: There is only one Search Engine Results Page
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Reality: There is only one Search Engine Results Page
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And yet, this is the typical structure we see
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Incomplete data for decision making
Duplication of effort and inefficiency
Finger pointing and lack of ownership
Less than optimal overall performance
The challenge created by marketing silos
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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.
How we start breaking down silos
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What integration looks like
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Define unique areas of opportunity
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Identify where opportunities exist
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Source: BrightEdge
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Where is the opportunity?
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Source: BrightEdge
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+69% CTR for the top 5 organic rankings on “discovery intent” vs. “purchase intent” content
All the difference in the world
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Source: BrightEdge
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BrightEdge Intent Signal to the rescue
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Source: BrightEdge
Paid
Organic
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Develop an integrated strategy
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OPTIMIZE Uncover above-the-fold opportunities to improve for fast wins
DEFENDKnow where you’re performing well and need to monitor
CREATEIdentify organic-friendly opportunities that need content
COLLABORATEFind below-the-fold opportunities to team-up with paid search
Source: BrightEdge
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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 forseo”
- Look for specific opportunities
“Noble SEO” - #1organic listing displaced SEO Samurai
Local Keywords “seo services in san francisco”
- Look for specific opportunities
“West Coast SEO Agency” – launchedpaid 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
Document your strategy
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Add two additional columns Intent Signal
Organic Opportunity
This information will help you prioritize SEO and paid search keywords
Update the keyword discovery process
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Leverage data between specialties
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Data
SEO
SEM
Keywords
Cost per Click (CPC)
Call to Action (CTA)
Where to focus
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Which keywords perform better when both organic and paid ads are displayed together?
Which keywords are showing for ads but not organic?
Keywords: AdWords Paid & Organic Report
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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: Google Search Console
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Keywords: Go even deeper with Data Cube
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Search for your domains overall organic ranked keywords
Filter for the keywords you’ve identified in Search Console
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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
CPC: How well do keywords convert?
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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?
CTA: Get more conversions from your SEO pages
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Track the impact of your integration efforts
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Leverage the cross channel revenue report in BrightEdge
Correlate work done to results
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The Impact of Mobile
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Mobile offers less above the fold real estate
The top positions receive a greater percentage of the clicks
Mobile organic opportunities vary vs. desktop
Mobile CTR
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Source: BrightEdge
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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
More changes are coming
Source: Search Engine Land
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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
How mobile affects our search integration approach
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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
Key takeaways
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Get the checklist:
NobleStudios.com/Share16
Cheat sheet
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Thank you!See you at the next #Share
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