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MARCH 3, 2015
3 SEARCH CO-OPTIMIZATION TACTICS
Caitlin Halpert
Account Director @ 3Q Digital
@Caitlin_Halpert
searchmarketingexpo.com@Caitlin_Halpert
#SMX #11C
Google’s Largest Independent Agency
• Over $300 million in annual managed spend
• Advertising in 140 countries
• 677th fastest-growing company in the US
About
searchmarketingexpo.com@Caitlin_Halpert
#SMX #11C
Specialty Retailer
• ~100 franchise locations
• Hundreds of back care products available online & in
store
3Q Digital Partnership
• 4 years working on SEO & SEM together
• Drive foot traffic to local stores
• Grow national brand awareness
• Increase ecommerce revenue
About
searchmarketingexpo.com@Caitlin_Halpert
#SMX #11C
“…over 89% of ad clicks are incremental.” – “Incremental Clicks Impact of Search Advertising” Google Inc.
“81% impressions and 66% of ad clicks occur in the absence of an associated organic result on the first page” – “Impact of Organic Ranking on Ad Click Incrementality” Google
Research Blog. March 27, 2012
“50% of the ad clicks that occur with a top rank organic result are incremental” – “Impact of Organic Ranking on Ad Click Incrementality” Google Research Blog. March 27, 2012
searchmarketingexpo.com@Caitlin_Halpert
#SMX #11C
That’s what Google says, but what about your site?
searchmarketingexpo.com@Caitlin_Halpert
#SMX #11C
Search Result Type Clicks Queries Clicks/Query
Ad shown only 72,607 1,472,036 0.05
Organic shown only 162,520 2,717,511 0.06
Both shown 316,105 1,571,193 0.20
236% higher Click/Query ratio when we have an organic & paid listing in the result
searchmarketingexpo.com@Caitlin_Halpert
#SMX #11C
SEO & SEM clearly work in tandem. How can we co-optimize both channels?
searchmarketingexpo.com@Caitlin_Halpert
#SMX #11C
Co-Optimization Tactic #1: Prioritize SEO optimizations using SEM data
searchmarketingexpo.com@Caitlin_Halpert
#SMX #11C
• 6 product categories
• 45 sub-categories
• 300 product detail pages
searchmarketingexpo.com@Caitlin_Halpert
#SMX #11C
Tempur-Pedic
• Essential to the business
• 7.5x search volume of other top converters
• 3.75x average account CPA
searchmarketingexpo.com@Caitlin_Halpert
#SMX #11C
Narrow keyword
focus
Content development
Body content optimizations
searchmarketingexpo.com@Caitlin_Halpert
#SMX #11C
3-6 months later…
Rankings/visibility improvements
Supplement low SEM IS
Boost total CTR
searchmarketingexpo.com@Caitlin_Halpert
#SMX #11C
Co-Optimization Tactic #2: Use a single project to benefit SEO & SEM
searchmarketingexpo.com@Caitlin_Halpert
#SMX #11C
Keyword mapping
H1/Title Tag
Product Title
Body Copy Optimizations
Increased SEO value
Product description
Two Birds, One Stone
searchmarketingexpo.com@Caitlin_Halpert
#SMX #11C
Co-Optimization Tactic #3: Improve search conversion rate
searchmarketingexpo.com@Caitlin_Halpert
#SMX #11C
It’s the same user, taking the same action simply selecting the most appealing listing.
searchmarketingexpo.com@Caitlin_Halpert
#SMX #11C
On-Site Surveys
In-Person Testing
Google Analytics
Heat Mapping
searchmarketingexpo.com@Caitlin_Halpert
#SMX #11C
59% increase in traffic
89% increase in store locators
searchmarketingexpo.com@Caitlin_Halpert
#SMX #11C
Implement the Paid & Organic report
• Link AdWords to Webmaster Tools ASAP
• Analyze the data to find queries that need attention
Use paid data to prioritize SEO
• Identify queries that drive volume but are not profitable in a pay-per-click model
• Ensure top performers are targeted across both SEO & SEM
Prioritize projects that benefit both SEO & SEM
• Find data points used by SEM and SEO
• Turn duplicate tasks into a single dual-purpose task
Think of search as a single channel
• Same user intent means we can optimize CVR in the same way
• Converting traffic trumps driving incremental traffic
searchmarketingexpo.com@Caitlin_Halpert
#SMX #11C
3qdigital.com/solve-retails-digital-marketing-dilemma/