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The Importance of The Importance of SEO/SEM Integration SEO/SEM Integration

Terrence Gordon

A Quick Overview

Why is it Important

Advanced Discussions

The Importance of Integration

AgendaAgenda

Empower you with a renewed sense of your Search Engine Marketing directives

Show you how to improve THROUGH consolidation

ObjectivesObjectives

• 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

My BackgroundMy Background

Overview of SEO / SEM

Why is Paid Search Why is Paid Search ImportantImportant

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 SEARCHSEARCH

Measuring SEMMeasuring SEMI’ve been searching all day and don’t see my ad

Why am I only in SECOND

PLACE????

Why am I only in SECOND

PLACE????

Which ones are the paid listings again?

Why is SEO Important?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 SEOMeasuring SEO

1.Type things into Google2.Browse my SEO ranking report3.Type things into Google4.Yell at my SEO guy5.Check Google 5 minutes later

Advanced Discussions

Proper Top Level Proper Top Level MeasurementMeasurement

The Importance of Integration

Why Integrate SEO with SEM?Why Integrate SEO with SEM?

The goal for any Search Engine Marketing campaign is to achieve the most possible, best-performing traffic at the lowest possible cost

The only way to do that is by sharing data between SEM & SEO campaigns

SEM VENDOR SEO VENDOR

No COMMUNICATION

Typical Dealer Setup Typical Dealer Setup

SEM + SEO VENDORConsolidating EffortsConsolidating Efforts

SEM Ads should direct users to a landing page. How about a SEO-OPTIMIZED landing page…

Organic Ranking

Paid Listing

Integration “kills two Integration “kills two birds”birds”

Integration is More Integration is More EffectiveEffectiveSEO 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

Integration is CheaperIntegration is CheaperTheoretically, 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

We set rules based on organic positioning to determine the appropriate decrease in bid

Integration = Better ROIIntegration = Better ROIWith 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

Four Marketing BirdsFour Marketing Birds

Website Company

SEO Company

SEM Agency'

s Strateg

y

Social / Reputation Strategy

Strategy

Strategy

Strategy

True IntegrationTrue IntegrationSEM SEM

SEO SEO

Social &

Reputation

Social &

Reputation

Content Delivery

TrafficTraffic

Marketing MessagingMarketing Messaging

Inventory ListingsInventory Listings

TrafficTraffic

KeywordsKeywords Landing PagesLanding Pages

Marketing MessagingMarketing Messaging

Website Website

Marketing Messaging

AppearanceAppearance

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Thank YouThank YouTerrence Gordon214.722.8215

terrence.gordon@dealertrack.com