Pubcon 2016 - How SEO's can Use PPC to hit their goals
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This document contains notes from a presentation on using paid social media and pay-per-click advertising to help improve search engine optimization. It discusses testing different types of content on mobile versus desktop, being honest in evaluating one's own content, using paid social to build familiarity with brands before they rank for relevant terms, targeting advertisers based on interests and behaviors, and using look-alike audiences from satisfied customers to improve advertising performance. The overall message is that SEO and paid channels can work together to boost rankings and revenue.
Pubcon 2016 - How SEO's can Use PPC to hit their goals
- 2. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Focus on the Wildly Important
- 3. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Focus on the Wildly Important
- 4. PRACTICE WHAT I PREACH
- 6. COMMON KNOWLEDGE RANK = GET BIZ
- 7. SEO = PULLING ONE LEVERREALITY = MULTIPLE TOUCHES
- 8. ©2016 Seer Interactive • p8 Search can be irrational & unpredictable but we keep trying to put people into defined boxes and paths
- 10. ©2016 Seer Interactive • p10 Impact of #’s enticed the click No other sites put a number #’s say this is comprehensive Good Housekeeping Brand / ”Crowd” = value
- 11. ATTRIBUTION, NOT A STRAIGHT PATH
- 12. ©2016 Seer Interactive • p12 To succeed in marketing you have to study persuasion
- 14. Selling VW Rabbit. Write 12 words to go along with this picture
- 19. ©2016 Seer Interactive • p19 The words you use when your focus is Google
- 20. ©2016 Seer Interactive • p20 No faster way to test what makes people click, than PPC.
- 21. The Easy
- 22. ©2016 Seer Interactive • p22 Impact: Edited 10 Meta Descriptions 0 rankings improvements
- 24. ©2016 Seer Interactive • p24 Looked at PPC Ad Conversion Rates
- 27. ©2016 Seer Interactive • p27 New Description: 2016 Gorgeous
- 28. ©2016 Seer Interactive • p28 New Description: 2016 - RECENT Gorgeous – FEELING
- 29. ©2016 Seer Interactive • p29 Look for your “2016” modifiers NOW!
- 31. ©2016 Seer Interactive • p31 Seer: 3 Hours Client: 15 Minutes 3 year Impact on 8 pages = $200k!!
- 32. ©2016 Seer Interactive • p32 About REVENUE NOT RANKING! The RANKINGS DIDN’T GO UP!
- 33. The Easy, Part II
- 41. ©2016 Seer Interactive • p41
- 42. SEO’s are looking at PPC’ers like…
- 43. You are actually worse!!
- 44. 1 mention of popular modifiers!
- 45. OpenYour Eyes!
- 47. The Trust Leech
- 49. ©2016 Seer Interactive • p49 How does that HAPPEN?
- 51. ©2016 Seer Interactive • p51 Little / no organic visibility on page 1? Buy ads on the sites outranking you
- 52. ©2016 Seer Interactive • p52 Until YOU Rank for it!! Build Familiarity in the Brand Hypothesis: Increase CTR when you finally do rank
- 56. ©2016 Seer Interactive • p56 Wil, I don’t control PPC Whatever Talk about revenue!
- 57. The Hard
- 62. PHASE I - Early Learnings
- 63. The Set up
- 67. SCROLL DEPTH, NOT PERFECT!
- 68. Scroll Depth by source
- 69. Oh Shit, I’m paying for mobile users from FB and they no LIKEY.
- 71. Video View Lengths by Device
- 72. Where to put your CTAs? Desktop vs Mobile? Don’t retarget on 100% scroll?
- 73. Lesson: Don’t Pay to Drive Mobile Traffic to any kind of Longread Mobile traffic doesn’t like video assets
- 74. Phase II – Be honest with yourself
- 77. Am I really the best around?
- 78. Watch Diversity
- 80. Who was above us for that query?
- 87. ©2016 Seer Interactive • p87 Got a good ranking 0 outreach 0 link building The crowd took it over
- 88. Impact?
- 94. Did that email improve the ranking?
- 96. Social Hangover
- 97. Phase IV – pay to play, SEO + Paid Social
- 99. PAID SOCIAL VS OUTREACH
- 100. Check Buzzsumo, do they share stuff from others often
- 102. © 2015 Seer Interactive • All Rights Reserved • Page ‹#› Catch someone on a slow day
- 103. ©2016 Seer Interactive • p103 Spent $75.12 Got 57 clicks from people who work at companies with high amplification rates. I’ll do that in perpetuity.
- 105. ©2016 Seer Interactive • p105 Should I bid the minimum suggestion on Twitter? YES More targeted = more $$$, others want to target them too
- 106. PHASEV – TARGETING
- 107. ©2016 Seer Interactive • p107 Keep in mind you get RTs from people and impressions / clicks you don’t pay for
- 110. ©2016 Seer Interactive • p110 Buzzsumo Part II who has “pushed” an asset recently?
- 111. ©2016 Seer Interactive • p111 This is where you build relationships & Do outreach!
- 112. Bloggers worth outreaching to
- 115. Audiences
- 116. Too Small
- 118. Grow that Audience with Followerwonk
- 121. Need to hire again? Activate it.
- 122. Need to hire again? Activate it.
- 123. Once you know the tool exists, you can achieve old goals in new ways.
- 124. ©2016 Seer Interactive • p124 Asset – Calculator Every field is a potential audience, know the critical ones.
- 127. ©2016 Seer Interactive • p127 Audience Modifiers If you spend over X on rent, modify my bids up If your SqFt is under X, don’t show my ads
- 128. ©2016 Seer Interactive • p128 Use content / assets to help PPC better spend
- 130. Asset – Clients in custom audience If THEY ever search for your competitor increase bids or only bid on competitors when your client is searching for them
- 133. Look-a-like audiences from your highly satisfied customers
- 134. ©2016 Seer Interactive • p134 Thanks! @DepeshM (follow him)