The Power Of An Integrated Search Strategy€¦ · @brightedge #share16 Convince you of the...

@brightedge #share16

Chad Hallert | Director of Digital Strategy

Noble Studios

The Power Of An Integrated Search Strategy


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

Search Advancement Track @chadhallert


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



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



An integrated search marketing strategy, where SEO and SEM work together.

The Solution


Source: Google


Reality: There is only one Search Engine Results Page



And yet, this is the typical structure we see



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



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



What integration looks like




Define unique areas of opportunity


Identify where opportunities exist


Source: BrightEdge


Where is the opportunity?


Source: BrightEdge


+69% CTR for the top 5 organic rankings on “discovery intent” vs. “purchase intent” content

All the difference in the world


Source: BrightEdge


BrightEdge Intent Signal to the rescue


Source: BrightEdge

Paid

Organic


Develop an integrated strategy


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


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



Add two additional columns Intent Signal

Organic Opportunity

This information will help you prioritize SEO and paid search keywords

Update the keyword discovery process




Leverage data between specialties


Data

SEO

SEM

Keywords

Cost per Click (CPC)

Call to Action (CTA)

Where to focus



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



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



Keywords: Go even deeper with Data Cube


Search for your domains overall organic ranked keywords

Filter for the keywords you’ve identified in Search Console


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?



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



Track the impact of your integration efforts


Leverage the cross channel revenue report in BrightEdge

Correlate work done to results



The Impact of Mobile


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


Source: BrightEdge


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


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



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



Get the checklist:

NobleStudios.com/Share16

Cheat sheet



Thank you!See you at the next #Share


The Power Of An Integrated Search Strategy€¦ · @brightedge #share16 Convince you of the...

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