The Importance of SEO/SEM Integration - Dealer Communications

woebegoneidealInternet και Εφαρμογές Web

18 Νοε 2013 (πριν από 3 χρόνια και 9 μήνες)

75 εμφανίσεις

1

The Importance of
SEO/SEM Integration

Terrence Gordon

A Quick Overview


Why is it Important


Advanced Discussions


The Importance of Integration





Agenda

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


Show you how to improve THROUGH consolidation






Objectives


BA in Communications from University of Arizona


Started selling online advertising in 1998


Worked for numerous internet start
-
ups


Launched an interactive
a
gency 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 Background

Overview of SEO /
SEM

Why is Paid Search Important

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


SEARCH

Measuring SEM

I’ve been
searching all
day and don’t
see my ad


Why am I only in
SECOND
PLACE????


Which ones are
the paid listings
again?

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 SEO

1.
Type things into Google

2.
Browse my SEO ranking report

3.
Type things into Google

4.
Yell at my SEO guy

5.
Check Google 5 minutes later

Advanced Discussions

Proper Top Level Measurement

ROI

Return on
Investment

$=$$$?

CPC

Cost Per
Click

CTR

Click Through
Rate

CPL

Cost Per
Lead

Avg

Position

Keword

Conversions

SEO
Conversions

The Importance of Integration

Why Integrate SEO with SEM?

Best Traffic
@ Lowest
Cost

SEO
Data

SEM
Data

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




keyword
bidding

campaign setup

ad creative

client
consultation

geo
-
targeting

keyword
optimization

day parting

budget
allocation

roi

sem

reporting

landing
pages

test &
mesasure

client consultation

messaging

landing pages

keyword
mapping

SEO reporting

content writing

test & measure

link building

SEM VENDOR

SEO VENDOR

No



C

O

M

M

U

N

I

C

A

T

I

O

N

Typical Dealer Setup

SEM + SEO VENDOR

client
consultation

keyword
mapping

campaign
setup

landing page
assignments

content
building

ad
messaging

test &
measure

report

Consultation

Implementation

Optimization

Consolidating Efforts

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

Organic
Ranking

Paid Listing

Integration “kills two birds”

Integration is More Effective

SEO 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

Top 3 SEM

Honda Texas

Honda Dallas

Honda DFW

Top 3 SEO

Honda Texas

Honda Dallas

Used Honda
Dallas

Integration is Cheaper

Theoretically, 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

Integration = Better ROI

With 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

BETTER ROI

$$
keyword

$$$

keyword

$
keyword

-
$
keyword

$
keyword

Four Marketing Birds



Website Company



SEO Company

SEM
Agency's
Strategy


Social /
Reputation

Strategy


Strategy


Strategy

True Integration

SEM


SEO

Social

&

Reputation

Content Delivery

Traffic

Marketing Messaging

Inventory Listings

Traffic

Keywords

Landing Pages

Marketing Messaging

Website

Marketing Messaging

Appearance

23

Thank You

Terrence Gordon

214.722.8215

terrence.gordon@dealertrack.com