PPC vs Organic Search: Pros and Cons with Local SEO Tips, Analytics & Testing

Transcription

1 No Monkey Business. Just Results! PPC vs Organic Search: Pros and Cons with Local SEO Tips, Analytics & Testing

2 Driving Traffic to Your Website While there are multiple ways to drive traffic to your website including various social media platforms (including Facebook, Twitter, Pinterest etc.), s, blogs, banner ads and more. We have found that the two most Consistent, Measurable and Effective ways are SEO & SEM. SEO: Search Engine Optimization SEM: Search Engine Marketing (Paid Search, Pay-Per-Click or Adwords) 2

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4 WHAT IS SEO/SEM S.E.R.P Paid Search Results Organic Search Results 4

5 WHAT IS SEO/SEM S.E.R.P Paid Search Results Organic Search Results 5

6 I never click the paid area! 6

7 Organic Search Results (Pros - Case Study) Credit: Marketing Sherpa 7

8 Organic Search Results Pros Cons 70-80% Of Searches Occur In The Organic Area More Volume Better ROI Once You Gain Positive SEO Ranking It Is Hard to be Dethroned If You Keep Up Higher Level of Trust Slower To Rank More Time Consuming Cannot Be Scheduled (If Your On Page 1 Your There 24/7) Relevance Counts (Relevance is All That Counts & No Catchy Title Tags) Typically Requires Constant Monitoring and Updates 8

9 Organic Search Results (Pros - Client Study) More Volume 9

13 Organic Search Results (Pros - Client Study) ROI Breakdown PPC Monthly Spend: $3, Leads: 77 App Conversions; 50 Phone Conversions: Total 127 Leads Total Cost Per Lead: $23.62 SEO Monthly Spend: $1, Leads: 1,214 App Conversions; Not Tracking Phone Conversions: Total 1,214 Leads Total Cost Per Lead: $

14 Organic Search Results (Pros Case Study) Reported Higher Level of Trust Credit: Unbounce 14

15 Organic Search Results (Cons) Slower to Rank More Time Consuming Example: Creating a Blog for the Purpose of Increasing Site Authority & Relevance. Pro: Blog creation is a great way to build internal links and attract external links naturally Con: A Blog in and of itself will not create any links, it is what you do with it that build links Con: Typical time to see market improvements in ranking: 8-12 weeks 15

16 Organic Search Results (Cons) Relevance Counts (Relevance Is All That Counts!!!. No Catchy Title Tags) #1 PPC #1 Organic 16

17 Organic Search Results (Cons) Typically Requires Constant Monitoring and Updates Each year, Google changes its search algorithm around times. While most of these changes are minor, Google occasionally rolls out a "major" algorithmic update (such as Google Panda and Google Penguin) that affects search results in significant ways. Moz.com Just A Few Major Ones Pigeon July 2014 (new local search algorithm ties deeper into their web search capabilities, including the hundreds of ranking signals they use in web search along with search features such as Knowledge Graph, spelling correction, synonyms and more.) Authorship Photo Drop June 2014 (a surprise announcement that Google would be dropping all authorship photos from SERPs (after heavily promoting authorship as a connection to Google+). Hummingbird August 20, 2013 (In particular, Google said that Hummingbird is paying more attention to each word in a query, ensuring that the whole query the whole sentence or conversation or meaning is taken into account, rather than particular words. The goal is that pages matching the meaning do better, rather than pages matching just a few words.) 17

18 Paid Search Results Pros Fast Ranking Cons % SERP Volume Can Be Geotargeted Typically More Expensive Great For Geo Terms Not Suitable for SEO Ads Can Be Written To Take Advantage Of Broad Terms Can Lose $ Fast If Not Managed Correctly Complex Set Up Can Be Scheduled Great For Testing Unknowns You Are Bidding On More Keyword Phrases Than You Think! Relevance Doesn t Matter If Your Willing To Pay For It (Just Don t Expect Great Conversion Rates) More Flexibly With Ad Copy Often Leading To Higher Conversion Rates 18

19 Paid Search Results (Pros - Client Study) Can Be Geotargeted On Broad Terms Great For Geo Terms Not Suitable For SEO SEO Ford Dealers in Boston Ford Dealership Boston SEO? Ford Fusion Boston Ford Expedition Boston 19

20 Paid Search Results (Pros - Client Study) Ads Can Be Written To Take Advantage Of Broad Terms This store ONLY sells Dress Hats, but competes for business in by bidding on the keyword hats 20

21 Paid Search Results (Pros - Client Study) Can Be Scheduled (To Take advantage Of Higher Conversion Times) 21

22 Paid Search Results (Pros - Client Study) Great For Testing Unknowns MA Campaign Health Insurance Conversion Rate 5.23% Medical Insurance Conversion Rate 2.33% FL Campaign Health Insurance Conversion Rate 1.64% Medical Insurance Conversion Rate 4.28% 22

23 Paid Search Results (Pros) More Flexibly With Ad Copy Often Leading To Higher Conversion Rates #1 PPC #1 Organic 23

24 Paid Search Results (Cons - Client Study) Typically More Expensive PPC Monthly Spend: $3, Leads: 77 App Conversions; 50 Phone Conversions: Total 127 Leads Total Cost Per Lead: $23.62 SEO Monthly Spend: $1, Leads: 1,214 App Conversions; Not Tracking Phone Conversions: Total 1,214 Leads Total Cost Per Lead: $

25 Paid Search Results (Cons - Can Lose $ Fast if Not Managed Correctly) BEFORE AFTER 25

26 Paid Search Results (Cons - You Are Bidding On More Keyword Phrases Than You Think!) 26

27 Selecting Good Keyword Phrases Important Factor in a Paid and Organic Search Strategy Common mistakes in selection of search terms include targeting: 1 Single-word terms 2 Terms that are too broad 3 Terms that are too specialized 27

28 Selecting Good Keyword Phrases 1. Single-word terms Single word terms can be too broad, and too competitive. Two- and three-word phrases are not only easier to rank for, they send you much higher quality traffic. For Example: If you want to rank well for used cars" then you're competing with every site that uses the word used cars" anywhere on the page -- and there are 116,000,000 million of them. But target used classic cars" and your competition plummets to only 40 million. Go with used classic Ferrari" and now you're down to 630,

29 Selecting Good Keyword Phrases 2. Terms that are too broad Relevance! It is the overarching theme of this entire presentation. Terms that are too broad may not be relevant. Your own an ice-cream store in Manchester MA. You decide you want a top 10 ranking for ice cream". Will that be good for your business? No, because the overwhelming majority of your visitors searching for just ice cream" aren't potential customers. They're more likely looking for recipes or nutritional information. Even if they're looking for an ice cream store they're probably not looking for one in Manchester. Remember: 10,000 visits to your site are not as valuable as one customer. 29

30 Selecting Good Keyword Phrases 3. Terms that are too Specialized Being specific is good, but too specific may not give you enough traffic Using the ice cream example again. If you are to select the keyword phrase Moose tracks ice cream in Manchester, MA you may only get a few searches a month. Playing Devil s Advocate: I have some clients who use specific terms to their advantage. Take for example emergency dentist in Andover, MA. That term is not searched often, maybe 7 or 8 times a month. However, it is a high ticket item so 1-2 hits a month for my client well worth being on page one for that terms. Keyword Tool Tip Put in your keywords in your area and it will generate a list of 100 based keyword variables ( Old tool but still works) 30

31 5 Recent Shifts In SEO 1 2 From Keywords to Concepts - Keywords still matter, but conversational concepts must be integrated - Write for humans be precise, not repetitive - Most current methods and on-page optimization tools are outdated ( focus too heavily on one phrase) SERP CTR Matters! Content, Content, Content - The more pages the better; no need for landing pages on funky new URL s - No Dup Content - Google De-Indexes Dup Content pages which decreases # of pages on site From Links to Endorsements - Google does not care AS MUCH about your links Google cares about endorsements ( P.S. links still count) - Add Social Markups (FB, TW, G+, Pin, Dis, RED, etc.) - Doing well on social media correlates to doing well on search Mobile - Ensure that your site functions and is optimized for mobile From Page Views to Satisfaction. - Improve user experience, reduce bounce rate & optimize for speed ( Use WMT for help) 31

32 5 Recent Shifts In SEO The more popular & relevant, the more you will rank for your topic Title H1 Content (CTR, Bounce) Topical Links High Profile / Trusted Shares Social Share Aggregate Site Social Profile Proof Ratings/Reviews 32

33 How to Optimize Your Website Fruit Store Done Wrong Objective: Website: Our client s objective is to succeed in getting their star product, the Green Banana, to appear on page one of search results for the term green banana. What Google sees when they index the FruitStore.com: Result: It is highly unlikely that this webpage will ever rank on page one for the search green banana. Why? Because the term green banana is not the more relevant term on the FruitStore.com page. 33

34 How to Optimize Your Website Fruit Store Done Right Create on page relevance for your keyword phrases. Find & relevant websites, pages,blogs, forums and social attributes & create links back to your site Continue to build Relevant Links and SOCIAL SIGNALS! 34

35 Local SEO Tricks NAP Consistency! - Name Address Phone Number - NAP on all citations*, your web pages, directories, social properties *A citation is any mention of your business out on the web Enhanced Google Listing - CTR of Your Listing is VERY important - What causes high CTR? Compelling Photo s, Videos, Panoramio, Reviews! Reviews - Make it a priority to ask for reviews, build it into your process - Offer an incentive to employees and customers - Make it easy (create a page with review links) - Respond to ALL reviews and lightly keyword stuff How to get a legit EDU link, Free PR & Local Mentions - (Not Legit) NO Distant Links/ No Purchased Links I. Speak at a Community College & put your event on their event page II. Take the URL from Event page add to your site and to a press release III. Create a press release about your speaking engagement. IV. Go to the local community sites like local chamber, new paper, community pages and add your speaking engagement to their calendars Boom! Now those sites are linking back to the EDU site and linking back to your site. FaceBook Local Business Page & Hash Tags - Create a FaceBook Local Business Page - When you create a hash tag (#) on facebook it creates a unique URL #keywordphrasecitybrand Super Secret Yelp Tips (tricks to stick and remove) 35

36 Testing and Measurement / Google Analytics 36

37 Testing & Measurement / AdWords Conversion Optimizer Can Increasing Your Bids SAVE You Money? 37

38 Testing & Measurement / AdWords Conversion Optimizer BEFORE AFTER 38

39 Testing and Measurement / Google Analytics Search Volume with Segments 39

40 Testing and Measurement / Google Analytics Segmented Goal Tracking (Great for keeping tabs on other marketing efforts) 40

43 Testing & Measurement / Split Testing Who cares if you really don t know why as long as you do something about it. (Side Note: Health Insurance Converts Higher in MA while Medical Insurance Converts Higher in FL) 43

44 Testing & Measurement / Split Testing 44

48 Moving to Mobile Google Analytics & Mobile Responsive Design 48

49 Moving to Mobile / Google Analytics & Mobile In one year Mobile traffic has increased % for this local homebuilder 49

50 About Green BananaSEO We saw an opportunity amidst in the category of search engine optimization (SEO) providers. There was a strong current of overused buzzwords like keyword clusters, behavior diagnostics and search influencers floating around. Waves of flashy sales presentations made SEO look like black magic. Prices to clients were on the rise while performance and accountability were sinking. GreenBanana is born. We are a scrappy, hard-working group of people passionate about connecting prospects to your business every day. We are laser-focused on performance. We strive to build trustworthy relationships with each and every client. We keep it simple by doing the work and clearly communicating our process to clients. Accountability and results are our buzzwords. And it s not just lip service. We speak it but we also created a structure for our clients so they could believe it. That s why our philosophy is so simple: Page One Or You Don t Pay. 50

51 The Value of GreenBanana s SEO Solution Pay-for-Performance If your keyword phrases do not rank on page one of the search engine, you do not pay. Turn Key We handle everything so you don t have to but will never leave you in the dark on progress or results. Auto-Adaptive Google made over 500+ changes to their algorithms in We adapt to these changes to ensure your SEO campaign remains untouched. Creative We find great creative freedom within our framework. Every client has their own needs and we customize and innovate as necessary. SEO Experts Our in-house staff has been managing SEO campaigns for clients for the last 11 years. We have the experience and thought-leadership to compete on any scale. 51

52 WHO WE ARE At our core we are a search engine optimization company who is relentless about connecting prospects to exactly what they are looking for within your business offering. Consistently Exceed Industry Average Rankings 50 Dunham Road Suite 4000, Beverly 20+ Business Verticals 400+ Clients, Local & National 15+ Years Digital Marketing Experience 8,000+ Keywords Managed Monthly & Growing Every Day 89% Of All Local Keywords We Manage Across Every Client Are On Page One 52

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