Everyone knows PPC and SEO compliment one another - increased visibility in search results help increase perceived authority and drive more clickthroughs to your site overall. But are you actively leveraging the wealth of PPC data available to build on your existing SEO strategy? The key to effectively using this information lies in understanding how to test SEO tactics and how to apply the results to your on-page strategies. This session will delve into actionable strategies for using PPC campaign insights to influence on-page SEO and content strategies. Key takeaways include:
- How to us PPC campaigns to test effective meta data
- How to use PPC keyword data to determine content gaps
- How to use PPC data to define striking distance ranking opportunities
- How to use PPC campaign data to determine conversion rate optimization opportunities
The document discusses lessons from three-star restaurants on providing excellent user experiences. It notes that the core product must be great and unique in order to succeed. Restaurants like El Bulli spent time researching and experimenting to develop innovative dishes. Providing exceptional service is also key - the delivery of the food experience shapes how the customer feels. World-class restaurants anticipate customer needs, empower their staff to be creative, and work as a team to consistently deliver high-quality experiences.
Where do You Start?
Where to begin? How do I track the data? How do I setup an A/B test? When do I know if the test is conclusive?
1.The CRO Mindset 1
Not hitting goals?
Do more with less.
Failing is Part of the Game
Follow the Data
2.Start with a Plan 2
Don’t just test to test
Create a backlog
3.Collecting Data 3
Lots of Options
The standard
My preference
They are directly integrated into most AB testing tools
First we need to build our funnel
KISSmetrics makes this dead simple
Experiments show in funnel reports automagically
LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
4.Collecting Insights 4
Qualitative is important
On-page survey tools
Ask questions at funnel drop off points How can we help? Are you looking for something we don't have? Do you need assistance? How can we improve? What is preventing you from purchasing?
UX and Usability testing
Heatmapping
Look at your analytics :)
Use these insights to improve backlog
5.Start Testing 5
What is an A/B Test?
A/B Testing Tools
Add Javascript to site
Why websites are rubbish how accountancy firms can gain websites that produc...Dan Richards
This presentation explores why most websites struggle to be found on search engines and convert visitors to enquiries.
Accountancy firms in particular find it increasingly hard to compete and be found in an ever more competitive and saturated market place.
You will find practical steps in this webinar to ensure your website is one of those that can work, be measured and improved.
[Elite Camp 2016] Amy Harrison - The Science of Screenwriting for Online Mark...CXL
Stating your offer is just not enough. Your copy has to command your prospects’ attention and drive them seamlessly to your call-to-action. You need to drill down into human desire and motivation if you want someone to look at your service and say ‘tell me more!’
Great screenwriting does just that - it encourages readers to turn the page and viewers to stay in their seats. Trained scriptwriter and copywriter Amy Harrison shows you how businesses are already using secrets of the screen to create high-converting landing pages, web content and more. You’ll also take away scriptwriting techniques you can implement in your own copy straight after the session.
[Elite Camp 2016] Martijn Scheijbeler - Optimization for Content SitesCXL
What makes optimizing different for a publisher then for example an ecommerce site. In this session Martijn from The Next Web will show you how they focus on CRO and SEO to have users engage more with their content and services. We'll go into learning how to create the best process on how to work on both of them at the same time to have maximum impact.
Have you ever asked "WHY are we using an agile approach for content?" Want some help explaining the benefits of working with user needs, feedback and evidence? Need to handle the different types of people asking tricky questions along the way? This presentation is for you!
Originally presented at the #agilecontent meetup, 2 February 2015.
The Bad Idea Terminator - QCon London 2015Melissa Perri
The document discusses how to be an effective "Bad Idea Terminator" by avoiding common mistakes made when developing products and features. It outlines four main mistakes: 1) Not recognizing biases when evaluating ideas. 2) Failing to focus on solving an actual problem. 3) Committing to building a solution without properly testing ideas first. 4) Launching without defining metrics to measure success. The key is to recognize biases, validate problems with customers, test ideas quickly before building, and set goals to determine if an idea is worthwhile. This approach helps product teams focus on good ideas and avoid wasting time on bad ones.
[Elite Camp 2016] Johnathan Dane - The PPC Thermometer - Why You Should Care ...CXL
Managing millions in PPC ad spend allows for some interesting results. Knowing which combination of PPC placements, offers, ads and more that work best, will help you get the right people into the right parts of your conversion funnel. Plateauing your PPC performance is a fairytale, and Johnathan will show you how to keep getting more and more ROI from your PPC efforts.
Pitch advices - medialab session nantes 2013Quentin Adam
This document provides advice on how to effectively pitch a business idea in 5 minutes. It recommends being clear about what the business does, showing potential customers, investors, and partners through an elevator pitch. The pitch should identify a problem, position the business as the best solution to fix that problem and heal the world, while also making money, and highlight why the business assets make it uniquely qualified to achieve these goals through its project. The overall goal is for people to understand the business.
[Elite Camp 2016] Karl Gilis - How to Make Sure Your New Website Won’t Be a F...CXL
Most optimizers aren’t big fans of the traditional redesign cycle. They promote a continuous optimizing process. And that’s fine. But sometimes websites just suck donkey balls. And a new website is a must. Also: new companies need new websites too. So how can we stop those clients from making shitty websites? Which research methods and tools can you use in which stage of the development cycle? And how do you this?
[Elite Camp 2016] Paul Rouke - Tackling the Global Pandemic That is Bullshit ...CXL
The conversion optimisation industry is in a mess. Poor practice and the spread of misinformation is rife. The agencies and practitioners who truly understand what intelligent conversion optimisation is and what it looks like are currently part of what can only be described as “the secret society”.
Nearly every business claims they are "customer centric", yet reality proves they’re far from it and more often than not, they’re clueless as to what it means.
Millions is spent every month on enterprise testing tools which promise the world, only to be used by untrained teams and produce inconclusive results. To add to the problem, there are new shiny toys in the guise of big data & personalisation stealing all the headlines and clamouring for marketing budget to be thrown their way.
In his opening keynote talk, Paul will be discussing the struggles that the conversion optimisation industry has faced (and will continue to) and how collectively, the people within the industry can prove that conversion optimisation is the best force for growth available to businesses all around the world.
4 Essentials Of Successful Website ManagementShane Diffily
Why do so many websites fail?
Because they focus on the 'cool' things - and ignore the basics.
This presentation gives you 4 tips for making sure you site will succeed:
1. Equip yourself for success, esp. - hire great people.
2. Don't overstretch.
3. Get a little better every day.
4. Measure yourself.
The document discusses the "build trap" that product teams can fall into, where they focus on building features without properly validating ideas with customers first. It provides examples of cognitive biases that can lead teams to make assumptions without evidence. The presentation provides recommendations for adopting a lean approach, such as talking to customers early, testing ideas quickly before building them out, prioritizing based on customer needs, and measuring success based on key metrics.
Content for 2015 and Beyond by Matt Beswick, SEM Days 2015SEO monitor
Content is evolving and this session will show you how. From looking back over the last few years to showing how things are going to go and, importantly, how you can benefit the most.
The document discusses the concept of a minimum viable product (MVP) and the process of designing MVPs to learn about customer needs. It emphasizes that the goal of an MVP is to learn, not necessarily to ship a product, and that it is a process of experimentation and addressing key questions to understand problem-solution fit and product-market fit. The document provides several definitions and perspectives on MVPs from thought leaders and advocates designing MVPs that address customers' biggest problems and creating a unified field theory to provide vision and guide experimentation.
Grow all the things is a document about the growth of WooCommerce from 2012 to present. It discusses how WooCommerce has grown to support over 3 million active sites, 1.5 million stores, and $10 billion in payments processed. The document provides lessons learned from WooCommerce's growth, including being data-driven, truly understanding customers, moving quickly, smart pricing strategies, effective marketing, and seeking expert help.
Podcast & WordPress - Generate more leads & listeners!Alex Harris
The document discusses optimization strategies for websites including SEO, bounce rate, mobile optimization, landing pages, emails, accounting, traffic, conversion, and social media. It emphasizes that websites should help people solve problems rather than just sell. Key strategies mentioned include asking what the problem is and how the solution addresses it. The document also stresses the importance of easy to understand design, mobile friendliness, and clear calls to action like subscription buttons.
The document discusses A/B testing tools and how they are useful for quickly building variations of web pages and assigning visitors to those variations. It notes that while these tools can determine the winning variation and statistical significance, they do not provide deeper insights into how variations affect key metrics like conversions and revenue. The document advocates for measuring A/B tests within analytics tools to gain more valuable insights.
How to inspire content and dev teams to get the results in search you need.Steven Wilson-Beales
Hey, In-House SEO - I see you! :)
Some top tips for helping content and development teams go the extra mile for SEO.
Includes artwork from the amazing @chrisriddell50 with his kind permission.
This document discusses optimizing an SEO strategy for machine and human factors. It recommends taking a human-centered approach to SEO by optimizing for consumer discovery through on-search engine result page optimization, voice engine optimization, and focusing on relevancy, accessibility and putting the user first. Key tactics include improving site engagement, leveraging structured data, optimizing for Google Assistant and Amazon Alexa, and addressing common questions through featured snippets and content. The overall message is that SEO has evolved and strategies must optimize for how people discover and interact with information across different platforms and devices.
SearchLove London 2019 - Stacey MacNaught - Actioning Search Intent: What to ...Distilled
Search Intent analysis can give us a ton of really insightful data. But what do we do with it all? In this session, Stacey talks us through using data acquired through Search Intent to create revenue and traffic driving assets on your website. She'll share practical examples of using this data to win back previously lost rankings and generate more ££ through organic search.
Keyword Research Tactics and Tools - BrightonSEO 2017Stacey MacNaught
This document discusses practical keyword research strategies for SEO campaigns. It recommends dividing audiences into those at the top, middle, and bottom of the purchase funnel. For top-of-funnel researchers, it suggests identifying triggers for products/services. For mid-funnel users, it advises auditing existing traffic keywords and finding related terms. For linkers and amplifiers, it recommends targeting journalists. Measurement should include rankings, impressions, clicks, and conversions. Regular reevaluation of the keyword strategy is emphasized.
Historically, SEO was a very technical discipline. Over time, that shifted as Strategists began touting the death of SEO and claiming all you need is great content. Today, SEO is going back to those technical roots. From simple data markup to more complex proprietary technologies like AMP; now more than ever SEOs & marketers have to be technical masters. Learn why it's important to embrace these technical roots, what technologies we should be learning now, and how to stay ahead of the curve.
The document discusses various tactics for "Barnacle SEO", which involves gaining visibility and links to a website through external sources. It provides many specific tactics across different platforms like Google, YouTube, Medium, SlideShare, Quora, Pinterest and more. The key message is that websites should pursue links and mentions from authoritative sources across multiple channels to improve their online presence and visibility beyond just search engine rankings. Diversifying link acquisition efforts can provide a competitive advantage over other businesses.
Taking your Digital Marketing from 0 to 100mphVolume Nine
Are you a startup or new brand? Are you launching a brand new product? Starting from scratch is difficult, but planning a holistic digital marketing strategy will help take your bright-eyed unicorn and deliver it to the masses- all on a tight budget.
The document discusses techniques for improving organic click-through rates (CTRs) without necessarily improving search rankings. It describes testing the effects of including compelling adjectives, longer meta descriptions, numbers in titles, and pricing/discounts. Some techniques like adding adjectives based on customer reviews and numbers in titles saw CTR improvements of 20-40%. However, displaying pricing saw mixed results and CTR could drop if competitors offered better deals. Consistent measurement of one's own CTRs by position is recommended to assess optimization efforts.
Inbound PR - Building Links with Less Cold OutreachStacey MacNaught
Producing content and pitching it to journalists to build links is getting harder all the time. Digital PR and outreach professionals are experiencing their job becoming more competitive and more difficult.
But there are ways to win press links using the things you already have in your business (as opposed to creating big content pieces). You've got product or service, expertise and stories. And in my BrightonSEO talk in September 2021, I talked about how we use media enquiry services like HARO, ResponseSource and others to earn links, build credibility with journalists and ultimately get to a point where journalists are coming to us with requests.
Link building in 2021 (when you're a bit crap at PR) #brightonseoStacey MacNaught
You do not have to be a PR expert to build links and be successful in SEO. Here's my #brightonseo Spring 2021 deck on building links in 2021 without cold emailing journalists.
I'm sharing a few practical ways we're acquiring links without cold emailing journos. Some of this may lack a bit of context without the talk recording... but, as ever, feel free to get in touch with questions!
Thriving as an SEO Specialist: Frameworks & Tips to Manage Complex SEO ProcessesAleyda Solís
How to successfully manage an SEO process? Is about having Influence to earn support, Be fast and agile and Be consistent and error free. I explain how in this presentation!
How to 'SEO' forums, Communities & User-Generated ContentSteph Whatley
This document contains the tweets from a presentation about optimizing forums for SEO. Some of the key points discussed include:
- Using logical and consistent URL paths to improve crawling and trust.
- Improving user experience through good internal linking, navigation and search.
- Maintaining high quality content through moderation, relevance and preventing spam/duplicate content.
- Building authority through links to expert user profiles and published work.
Mastering Analytics for Optimization SuccessMichele Kiss
Analytics and optimization can each generate great results for businesses. However, it’s at the intersection of analytics and optimization that real value can be extracted. In this session, Analytics Demystified Senior Partner Michele Kiss will share how to better integrate your testing and analytics practices, and real-life examples of success.
SEO Low hanging Fruit: Identifying SEO Opportunities to Achieve Results Fast ...Aleyda Solís
How can you achieve results in your SEO process without having to wait for months? In this presentation I go through criteria to use to identify quick win opportunities!
By Evan Waters – Naspers
Influential search marketers leverage unique data to improve not only their campaigns, but guide other channels and even business propositions. With these insights alongside strong partnership from other business units, we’ll examine what some of the largest digital consumer brands have accomplished. Drawing on Evan’s experience guiding top internet companies growth paths, together we will discuss high level strategy and specific tactics to impact channel selection, conversion optimization, content marketing, attribution, and how we think about customer segmentation.
To connect with Evan, visit www.evanmwaters.com
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
Your Content is Awesome – Now What? By @staceycav at #brightonseoStacey MacNaught
Awesome content doesn’t, by default, mean successful content. In this #brightonseo talk, Stacey MacNaught talks content promotion tactics, approaches and tools to get your content seen and hit objectives.
Matthew Edgar 3 Ways to Measure UX - MozCon 2017Elementive
Great SEO is increasingly dependent on having a website with a great user experience. To make your user experience great requires carefully tracking what people do so that you always know where to improve. But what do you track? In this presentation from MozCon 2017, learn three effective and advanced ways to use event tracking in Google Analytics to understand a website's UX.
Similar to MozCon 2015 - The Perfect Pair: Using PPC Data to Influence SEO (20)
AMA Atlanta Marketing Series: SEO 101 with Stephanie WallaceStephanie Wallace
The second 101 series hosted by AMA Atlanta will cover the basics of Search Engine Optimization. All facets of SEO will be discussed, including: a history of search engines, common terminology, on-page strategy, technical SEO, off-page campaign creation and general best practices. In addition, we'll highlight new trends and SEO opportunities on the horizon. If you're new to search engine marketing and want to learn the basics, or if you want to manage your own SEO campaign, this is the class for you!
App indexing allows apps to be discoverable through search engines like Google by deep linking relevant app content to webpages. It involves implementing deep links within mobile apps, using the App Indexing API for platforms like Android, and mapping webpages to corresponding app screens. Doing so provides opportunities to improve an app's visibility in search and can positively impact the ranking of associated websites. While technical implementation requires supporting HTTP URLs, adding API calls, and mapping links, app indexing's future benefits for discoverability are growing as apps become more integrated into search.
Connect | Search Engine Watch 2016 - Integrating PPC Data with SEO StrategiesStephanie Wallace
The key to effectively using PPC lies in understanding how to test SEO tactics and apply the results. Check out these actionable strategies for using PPC campaign data to influence on-page SEO & content strategies.
Welcome to the Google Machine: The Knowledge Graph, Machine Learning & the Future of Search
Google is forever changing the landscape of SEO with things like the Knowledge Graph, Semantic Search, Voice Search and Machine Learning / Rank Brain. How will this impact SEO in 2017 and beyond? What are the key emerging trends? And what's the impact on mobile, multi-screen and the digital marketing funnel?
What is SEO? Why should you consider it as a career? And what skills will be most beneficial to you as a college student getting started in the industry?
10 Powerful Strategies to Solve Common Payroll Problems in SMEs_.pdfTop Klickz
Managing payroll in SMEs can indeed be challenging, but there are several effective strategies to solve common problems.
Invest in robust payroll software that automates calculations, tax deductions, and compliance requirements. This reduces errors and saves time.
Fostanak dresses are crafted to make every woman feel like a queen, exuding confidence and embracing her unique beauty. Whether you're attending a special occasion or seeking everyday elegance, Fostanak offers a dress that captures your individuality and celebrates your femininity
Lately, it’s been feeling a little Terminator-y out there, huh? But the future of paid media isn’t an employment battle between AI and humans like some believe. Instead, it’s about collaboration and another powerful tool to add to the digital marketer’s tool belt. In fact, the best digital marketers have been integrating AI-elements into their work for years… with one caveat - there’s still an industry professional driving the bus.
Join Curtiss Gulash, Director of Paid Media, at Be Found Online, to explore the strengths and weaknesses of AI (as well as humans), and how those qualities can complement one another to develop stronger, more informed, and more efficient paid media campaigns. It’s time to turn and embrace the machine to carve out a path for improving efficiency across your accounts with your new AI companions!
PHP (Hypertext Preprocessor) is a widely-used open-source scripting language that is particularly suited for web development and can be embedded into HTML. It is primarily used for server-side scripting but can also be used as a general-purpose programming language. PHP is renowned for its simplicity, flexibility, and ease of integration with various databases and web servers, making it one of the most popular languages for building dynamic websites and web applications.led by Mr. Hirdesh Bharadwaj, is an ideal choice for summer training in PHP in Delhi. With Mr. Bharadwaj's extensive 15 years of experience in the field, Webs Jyoti offers top-notch training in PHP development.
One notable aspect of Webs Jyoti is its unique approach. It's not just a training institute but also functions as a development agency. This means that students not only receive theoretical knowledge but also gain practical experience by working on real-world projects.Ducat offers comprehensive PHP training with a strong focus on practical implementation and live projects. Their course covers the latest industry standards and trends, ensuring that students are well-prepared for job placements .
Webs Jyoti: This institute provides 100% practical classes, study materials written by the founder, and training on 2-3 live projects. They also offer job placement assistance and grooming sessions for job seekers.Voice Search Optimization ACIL Computer Education: Known for its industry-standard training, ACIL offers various PHP courses ranging from basic to advanced levels. They emphasize hands-on training with real-world simulations and provide job assistance and placement guarantees for certain courses.
APTRON Gurgaon: APTRON offers a well-structured PHP course with modules on basic to advanced PHP concepts, webs jyoti, and CodeIgniter. They also provide live project experience and job placement assistance.
SLA Consultants India: SLA offers an advanced PHP training program designed by experienced professionals. Their course includes live projects, instructor-led classroom sessions, and extensive practical exposure to ensure students are industry-ready .
Each of these institutes has its own strengths, so you might choose one based on specific criteria such as course content, faculty experience, or placement records.Webs Jyoti: This institute provides 100% practical classes, study materials written by the founder, and training on 2-3 live projects. They also offer job placement assistance and grooming sessions for job seekers.Webs Jyoti ensures that students receive top-notch education and support to kickstart their careers in coding and software development.One notable aspect of Webs Jyoti is its unique approach. It's not just a training institute but also functions as a development agency. This means that students not only receive theoretical knowledge but also gain practical experience by working on real-world projects. Mr. Bharadwaj's extensive 15 years experien
Importance of SEO to support holistic marketing strategies and the rise of n...JessicaRedman5
A presentation for the Digital Marketing World Forum by Jessica Redman and Andrew Fox.
Discussing how SEO supports across numerous marketing channels and how user search behaviour is changing.
Discover how to optimise social media posts for discoverability and learn about Topical Domination.
Nick will present his "best of" findings from reviewing and testing more than 200 generative AI platforms over the last three years. While some programs will save you more than half the time, you can bet to save at least 50% of your time creating content if you begin using these tools.
Key Takeaways:
Attendees will walk away with a comprehensive list of generative AI programs that will make their lives easier. From blogging to video production and even AI marketing assistants, you will learn about nearly 20 AI platforms that are guaranteed to make your life easier in some way.
You'll learn about proven systems and effective workflows to maintain a consistent and engaging social media strategy. Additionally, you'll gain actionable strategies and practical tactics to drive engagement, increase followers, and convert them into loyal customers.
Digital marketing metrics every one must know in 2024Digital Scape
The "Digital Marketing Metrics" PDF by Digital Scape provides a detailed guide to essential metrics used in digital marketing. It explains the importance of metrics in tracking and optimizing marketing efforts, offering definitions, formulas, and examples for each metric. The document covers metrics such as Return on Ad Spend (ROAS), Customer Lifetime Value (CLV), Cost of Acquisition (COA), Click Through Rate (CTR), Conversion Rate (CVR), Cost Per Sale (CPS), Bounce Rate, and Lead Conversion Rate (LCR). The aim is to equip marketers with the knowledge needed to make data-driven decisions and enhance campaign performance.
Learn what is metrics, difference in metrics, different types of metrics and calculation.
[Webinar - VWO] AI-First Strategies to Drive Traffic and Conversions for 2024...VWO
Discover how Eric Siu’s agency, Single Grain, drove over 1 million new website visitors at a +59% higher conversion rate in 90 days by integrating innovative AI-driven strategies into their CRO and SEO practices, known as programmatic CRO (pCRO) and SEO (pSEO).
Imagine: At the click of a button, your landing pages dynamically adapt to feature content and elements specific to the keywords and products they are targeting. That’s the power of pCRO, transforming generic pages into highly personalized experiences. With pSEO, generate quality pages at scale that rank at the top of search results for relevant long-tail keywords, driving traffic that then converts.
Excited? In this session, Eric will guide you through how to implement these game-changing techniques for your own business, enhancing your digital strategy and maximizing your ROI.
Much like Odysseus's fabled journey, the venture of an organization into creating compelling websites, easy-to-use digital solutions, and flawless user experience is laden with trials and triumphs. This session explores a BizStream customer case study that demonstrates how crafting composable digital solutions with headless CMS and headless commerce is possible. The result now serves as a modern-day Athena, navigating the customer through the stormy seas of digital transformation. Attendees can expect to learn how to embrace modern composable solutions, understand the benefits they bring, and identify which of Odysseus's conflicts to avoid.
Key Takeaways:
What makes up a composable digital solution.
Why content is still king in a composable world.
How Headless CMS and Headless Commerce are different.
CampusEdge offers a comprehensive suite of tools including financial management, human resources, student information, and more. It promotes streamlined processes and data integration.
Enhanced efficiency and productivity through automation, data centralization, and real-time insights. Improved decision-making based on accurate data and analytics.
Allows for seamless scalability to adapt to the changing needs of educational institutions. Enables consolidation of various functions into a single platform.
Initial planning and assessment of requirements. Configuration and customization of the software to fit the institution's unique structure and processes.
Comprehensive training programs for staff to ensure effective utilization. Phased deployment strategy to minimize disruptions.
CIIM (Chandigarh Institute of Internet Marketing) – ISO:9001 Certified & Google Partner Digital Marketing institute in Chandigarh — was founded by Surjeet Thakur in the year 2010. We specialize in training aspirants in various digital marketing domains such as Google Ads, PPC, SEO, SMM, SEM, Video Marketing, Amazon Marketing etc.
Billion Broadcaster's Frame Posters and Horizontal Lift Advertising Screens: ...VikasYadav194549
Billion Broadcaster revolutionizes advertising with its innovative combination of frame posters and horizontal lift advertising screens. The frame posters, strategically placed for maximum visibility, offer a timeless and elegant medium for brand messaging.
Let’s be honest. Improvements in search rankings and organic traffic don’t always translate into sales. Yet, you spend the majority of your SEO resources on driving rankings and traffic. What if you built your SEO content with conversion in mind from the beginning? You’d generate more organic traffic that actually converts into revenue! Join 20-year search marketing veteran as he unveils his framework for developing SEO content with conversion in mind every step of the way ‒ from keyword strategy to content development and publication.
Takeaways:
Tactics and benchmarks for SEO content that converts in 2024
Page layouts and content formats that convert organic traffic
Crafting keyword strategy and calls-to-action for conversion
Chemical Industry- Rashtriya Chemical Fertilizers (RCF) .pptxmayurparate000
Research on chemical industry with considering one of PSU as an example Rashtriya Chemical Fertilizers (RCF). Chemical Industry trend, strengths, weaknesses. Chemical Industry market position as well as RCF position. RCF revenue, profit, EBITDA, forecast, technology, past performance. State wise revenue of chemical industry and RCF as well
TAM AdEx-Quarterly Report on Radio Advertising_2024.pdf
MozCon 2015 - The Perfect Pair: Using PPC Data to Influence SEO
1. Placeholder
Moz Branded Intro Slides – They will be sending
The Perfect Pair: Using PPC Data to Influence SEO
Stephanie Wallace | Nebo Agency
@SWallaceSEO
40. TO LEARN MORE OR FOR ANY QUESTIONS, PLEASE CONTACT:
Stephanie Wallace
Director, Search Engine Optimization
404.885.1201
swallace@neboagency.com
PLACEHOLDER:
Thank You
Editor's Notes
Good afternoon!
Thanks to Cyrus, Moz, so excited to be here
We all know SEO & PPC go great together, right? They work better as a pair – you get increased visibility in the SERPs, increased perceived authority, and so forth.
while those classic talking points are true, they’re simply not reality.
It’s not as easy as it sounds. Often teams are siloed and there is very little collaboration or sharing of data. As SEOs, we are too focused on traffic and rankings and all PPCers care about is CTR and Quality Scores.
That image of SEO & PPC as the perfect pair working together simply isn’t real.
We understand why the 2 should work together. But it’s very theoretical and abstract.
We really fall short on the how, on the execution. What do those talking points about increased visibility really mean?
How often do you talk to your PPC neighbors in the office & collaborate on strategy?
I know I’m guilty of skimming PPC reports more often than really deep diving like I should.
So what can we do about it? How can we bridge the gap? The key to effectively using PPC lies in understanding how to test SEO tactics and apply the results.
Believe it or not 63% of marketers optimize sites based on intuition & best practices alone
So we’re going to walk through 4 tactics to help you test & optimize based real data.
First we’ll talk through how to test effective meta data using PPC
Testing organic ad copy - which is what our title tags and meta descriptions are essentially - has historically been a long term process. Once we implement changes on the site, it takes time for search engines to crawl the site and update the index based on the new data. And then - it takes even longer to collect significant data that we can use to measure success.
If we use PPC ads to test our title tags and meta descriptions we expedite the process and get to a well optimized site that much quicker
So for this tactic we start by identifying a poorly performing page in terms of click through rate specifically
you can look at the search analytics report in Google webmaster tools - and filter for Pages rather than queries & I like to include all the data available not just CTR - so I’m looking at all the angles
IS THIS NECESSARY?
once you have identified what page(s) you want to focus on – you can start testing. I use an organic sandbox campaign for all of my SEO tests so their in one place. And for this test create 3-4 different ad variations. So different title tag - or headline - variations and different description / ad copy variations.
The key is the landing page for these ads should be the page we’re testing optimization for and it tends to work better with higher volume queries – so that the ad shows – which often means priority pages on the site where we’re targeting high volume keywords
you can tweak titles & descriptions along the way based on the data you’re seeing but I do suggest only making one change at a time and not trying to test too many ad variations at once
Setting your ad delivery to “optimize for clicks” will help you see a clear winner sooner. This has to be done on the campaign level, so if you want to use this function I do recommend creating an organic sandbox campaign like I mentioned.
On the other hand, for more unbiased results you could run a google experiment within adwords to deliver ads with 50/50 split. It may take a little longer and it’s still in beta technically but it looks promising.
Once you have a winner you can use the key elements of the ad copy to influence your title tag & description.
Which KWs performed better in the headline? Which descriptor terms & messaging performed better in ad copy?
One thing I’m sure everyone is thinking right now, is the difference in character limitations for Ads vs. Meta Data. You will use the themes defined in the ad copy but, of course, you’ll need to build on those for actual meta data creation.
I used this method of leveraging AdWords to test meta descriptions for Beatport, the largest EDM music store for DJs. The professional DJ community really has a language all their own. So finding the correct messaging, specifically for each of the different genres, was key.
As a result of these tests organic entrances for Beatport’s Genre pages increased +65% year over year.
Second we’ll walk through how to identify content gaps within your site using PPC data
For this exercise I start with the top conversion paths from the MultiChannel Funnels report in Google Analytics
I start by setting the lookback window to 90 days so we’re looking at more substantial data.
Also set the path length to “All”, for the same reason.
Next, set the secondary dimension to Keyword
Filter for Paths that begin with Paid Search
The data set should be organized by conversions by default but we do want to look at the most valuable terms.
We’re looking for instances where paid is driving traffic that is converting on the site but Organic is not a part of the buyer journey at all.
Most often that means Paid is the first interaction or even the only interaction
The idea is If organic is not part of the process then we probably have low organic visibility for these terms. We’re not ranking well, if at all, but we know they’re relevant terms for us b/c PPC is driving qualified traffic.
So the questions are: are we even targeting these terms at all with our organic KW strategy? If not, why? If so, why is it not working?
Do we need to expand existing content to speak to these topics? Or do we need to create new content altogether?
Your next steps are based on the answers to those questions.
For Hubbell’s Chance branded website, which specializes in foundation repair solutions, CHANCE identified a huge opportunity for the topic “helical piers” – It was not a core part of our organic KW strategy initially b/c there was no content that spoke to it directly on the site.
Since CHANCE implemented the recommendations for expanded content on the site that speaks to this, Chance is now ranking #3 for the term organically and organic traffic to the helical products page has increased over 51%
Next, let’s talk about Defining Striking Distance Ranking Opportunities
So first, what do I mean by Striking Distance ranking opportunities?
Ranking opportunities within striking distance are those search terms that are performing well for PPC – meaning high CTR, high conversions, etc. – and despite the fact that we are not actively targeting them from an SEO perspective – the site does rank organically. Probably not really well, but we’re at the bottom of page 1, maybe on page 2 or 3.
So the fact that these terms are ranking at all without actively targeting them means that they are within reach – or within striking distance. With a little effort we can dramatically improve rankings.
So start by exporting the top KWs in Google AdWords – I like to filter by conversions greater than or equal to 1 so that we’re not including any extraneous data we don’t need.
And you can really select whatever time frame makes sense – you just want to be sure you have substantial amount of data. For this example I’m using year to date.
Once in excel I start by removing some of the unnecessary columns – you get a lot of data in the initial export. But this is all we really need - keywords, clicks, impressions, CTR, & conversions. And sort by conversions
I also filter out any branded terms so that we’re looking at non-branded terms specifically where there’s opportunity
Next we want to know if we’re already targeting this keyword
And how well we’re ranking for this keyword
Based on all of this data – we can see where the opportunity is and Start assigning value to the KWs. Tier I opportunities are anywhere – again without actively targeting these KWs - we are ranking on page 1 in Google search results. And Tier II opportunities are those where we’re ranking on page 2.
And we all know rankings aren’t strictly 1-10. So you can factor in knowledge boxes, local, mobile, etc. as necessary when assigning values.
Based on this data we incorporate these new keyword phrases into our existing on-page strategies – starting with the title tags and site copy. And just as a side note, I do leave in the different ad types rather than consolidating KW themes from each because they represent different queries.
For Pure TalkUSA, a no contract cell phone provider, we were very focused on the affordability of what they offered. Using this method, Pure Talk was able to define new keyword opportunities and over time shifted the focus to the unlimited aspect of their plans.
And Pure Talk saw a 32% increase in organic entrances to the PLAN pages and 4 new rankings in the top 3 for “unlimited” keyword themes
Lastly, we’ll walk through how to use PPC for CRO
As SEOs we’re all about traffic…that’s what these tactics have focused on so far. But I wanted to talk a little about CRO b/c although it’s not directly SEO – CRO is critical to improving user experience and that’s really what SEO is all about.
When we define KW themes for the different sections and pages of a website, there are often a number of pages that could be appropriate for any given theme. There’s natural overlap as part of any website. Should the landing page be more informational or more conversion driven? What level of granularity does the user expect to see?
On top of that, keyword (not provided) made things more complicated for us, and with semantic search and Google’s algorithm getting better at understanding meaning we can’t look at our keyword themes as a semantic exercise – we have to take into consideration the buyer journey and think about what type of information the user would expect to see when searching for different things.
So we can use PPC landing pages to test which page on the site is more likely to resonate with our target audience and which is more likely to drive conversions where there may be blurry intent.
The thing to remember – conversion rates increase when your goals and your users goals meet.
Use your Organic Sandbox Campaign again to create a new ad group to test different landing pages for the same KW theme.
Create 3 unique ad variations, all similar b/c we’re targeting one KW theme – but driving visits to unique landing pages on the site
And again set your ad delivery to “Show the best performing ad most often” to help identify a winner sooner. In this instance I want to see the highest conversion rates.
Once you have statistically significant data you should see which landing page users respond to best for the given keyword theme, which one has the highest conversion rate.
For the Jekyll Island Club Hotel, which is a historic resort hotel in Georgia, there are a lot of overlapping pages on the site. Especially between the different accommodations pages – there’s rooms & rates, and reservations. So the question was how detailed of a page is the user expecting to see for these keyword themes?
By testing different landing pages for the “reservation” keyword theme Jekyll saw a 48% increase in organic conversions in Q1 2015.
As we wrap up I have a few more tips for you to keep in mind as you get started with your own tests.
Some things work better together and SEO needs PPC. Your SEO strategy is incomplete without leveraging the abundance of data PPC!
And - They have KEYWORD DATA… we should all be using it!
There’s no one right answer - you can come up with your own tactics.
What else can we test – maybe you can identify off-page opportunities by looking at retargeting data.
Or what can we change about these tests? I like to change ad delivery to see a clear winner sooner. I want to be agile with my changes. But maybe you want to take it slower and use Google experiments so you’re comparing equal data sets.
The opportunities are limitless.
And finally, embrace collaboration. It’s more than running tests and data mining. We should be working together. They may be too focused on quality score but the PPC’ers should be our allies, not just co-workers on the other side of the office.
And with that we can open it up for questions.
----- Meeting Notes (7/1/15 12:01) -----
Set up a Google experimetn within AdWords to see results
Use retargeting to identify off-page opps.
SEO help PPC
What if I don’t manage my clients PPC campaigns
What if my client - Specific question
Other apps / tools
How do we break down barriers at nebo
Ad Positioning play a role