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MARCH 3, 2015 3 SEARCH CO- OPTIMIZATION TACTICS Caitlin Halpert Account Director @ 3Q Digital @Caitlin_Halpert

3 Search Co-Optimization Tactics

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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

Does SEM add value to existing SEO efforts?

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

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

Does SEM add value to existing SEO efforts?

YES!!

searchmarketingexpo.com@Caitlin_Halpert

#SMX #11C

How are SEO & SEM already related to each other?

searchmarketingexpo.com@Caitlin_Halpert

#SMX #11C

searchmarketingexpo.com@Caitlin_Halpert

#SMX #11C

searchmarketingexpo.com@Caitlin_Halpert

#SMX #11C

searchmarketingexpo.com@Caitlin_Halpert

#SMX #11C

searchmarketingexpo.com@Caitlin_Halpert

#SMX #11C

searchmarketingexpo.com@Caitlin_Halpert

#SMX #11C

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

Tempur-Pedic becomes an SEO focus

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

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

searchmarketingexpo.com@Caitlin_Halpert

#SMX #11C

Co-Optimization Tactic #3: Improve search conversion rate

searchmarketingexpo.com@Caitlin_Halpert

#SMX #11C

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

searchmarketingexpo.com@Caitlin_Halpert

#SMX #11C

Twice the reason to optimize

searchmarketingexpo.com@Caitlin_Halpert

#SMX #11C

searchmarketingexpo.com@Caitlin_Halpert

#SMX #11C

Message

Look & Feel

Conversion Flow

Branding

searchmarketingexpo.com@Caitlin_Halpert

#SMX #11C

On-Site Surveys

In-Person Testing

Google Analytics

Heat Mapping

searchmarketingexpo.com@Caitlin_Halpert

#SMX #11C

searchmarketingexpo.com@Caitlin_Halpert

#SMX #11C

59% increase in traffic

89% increase in store locators

searchmarketingexpo.com@Caitlin_Halpert

#SMX #11C

Are SEO & SEM better together?

searchmarketingexpo.com@Caitlin_Halpert

#SMX #11C

Are SEO & SEM better together?

Yes!!

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/

searchmarketingexpo.com@Caitlin_Halpert

#SMX #11C