integrating seo & ending the siloed marketing approach
TRANSCRIPT
Integrating SEO & Ending the
Siloed Approach
Beau Pedraza
SEO Lead
Talking Points
• The Evolution of Digital Marketing & SEO
• SEO Works Better When It Works Together• Live in the Bayou City: PR & SEO in the Wild
• Analytics & SEO: Lessons Learned
• The Relationship Between SEO & Paid Search
• SEO in 2017 & The Road Ahead• What’s Next?
• Closing Thoughts
SEO Evolves Over Time
• PPC
The Evolution of Search
Since 2006, We’ve Seen:
• The Rise of Mobile &
Responsive Web Design
• (not provided) Keyword Data for
SEOs
• Paid Ads…Paid Ads
Everywhere…
• Increased Webspam Fears
• Google’s double standards on
algorithmic refresh - unchanged
• BMW in 2006
• Thumbtack in 2015
For Some, It’s Still 2006…
For Many, It’s 2016…
Ask Yourself This:
How Should Businesses View SEO in 2016?
• Since the rise of the Web in the 90s, new technologies
consistently emerge. Search, Blogging, E-Commerce, Inbound
Marketing, Digital Advertising, Social Media, Video – Each one
began as its own entity, each with a specialized focus.
• As Brands and their target audiences begin to engage with each
other more and more in real-time, the need for each specialty to
work with each other responsively has never been greater.
• By making it easier for your digital marketing strategies & assets to
work with each other quickly, your brand can compete in the current
digital landscape.
SEO Works Better
When Your Silos Come Together
A Bad Silo Strategy
The Issue:
Why Are Siloed Channels Bad?
• A good SEO strategy should always consider the other channels &
disciplines that drive traffic and support organization goals.
• By walling off your digital and traditional marketing & advertising
strategies without strong lines of communication, you will never be
able to respond to actionable data and insights at the speed of the
Internet.
• Having your digital assets complement each other means real-time
response to emerging news, trends, crisis management, and
allowing for these to benefit the organization’s bottom line.
SEO & Public Relations(or why crisis can be good)
• PPC
Pi Pizza in the News
Pi Pizza: The Data
Hmmm…
Takeaways from Pi Pizza
Pi Pizza Received Hundreds of Social Mentions, but…
• All news linked to their social media assets
– Facebook and Yelp’s domain received positive benefits
– Social linking provides short term benefits, but no long-term ones
– The business itself received the brunt of the negativity with no gain from
the publicity via linked citations.
• Opportunities for next time?
– PR response on website + Social Media plan
– Reputation Management (Coupon, Specials in Response)
– Analytics Tracking
SEO and Analytics
Bad Press, Good Press…
Impact of SEO, Social and PR
Analytics + SEO, Social and PR
Organic Traffic During Peak Post-Event, Referral Traffic
?
And then it made sense…
Takeaways:
• Former celeb guest made the news afterwards in unrelated story
• Massive news story drives Search demand for their info
• The site reached Page 1 of Google Search (Peak: US - #9)
• They (Pos. 3) received 2x post-event traffic than the “Big Guest” (Pos. 4)
• Possible correlation - increased ranking (and CTR) due to backlinks
?!?!?!
Organic Traffic, Post-Event
Lessons Learned
• Bad News, Good News – Let It Work For You.
• How Fast Can You Respond?
– Links have a freshness to them.
– Big events mean responding fast
• What Are We Leaving Out?
SEO & Paid Search
• PPC
Search Results, 2006
HA!
Search Results, 2016
The Big PPC Question:
Q: How can PPC and SEO work together?
• New websites, new trends
– AdWords testing of emerging trends
• (not provided) means discovering keyword data in 2016 requires AdWords
or third-party data
– PPC data provides (keyword data)
• Competition & Focus
– High cost keywords vs surgical SEO focus
• SEO + PPC = Increased Traffic
– Drives awareness, increases footprint
– Prevent PPC cannibalization
2017 is Coming…
Are You Ready for What’s Next?
• Attribution Reporting
The Big PPC Question:
Q: How can PPC and SEO work together?
• We’ve gone over the history of SEO and how the constant changes come
quickly, leaving many behind.
• The vast majority of websites are not cutting edge.
• As the need for integration become more urgent, focus on what each
specialization brings to the table and think big.
• I think of Zillow often – they aren’t just blogging about homes for sale,
they’re speaking to the trends and writing about homebuyer habits based on
regions and neighborhoods.
• Most importantly, all opportunities are good opportunities.
2017 is Coming…
Are You Ready for What’s Next?
• Attribution Reporting
Company:
Contact:
Email:
Web:
Twitter:
Thank You
Forthea Interactive
Beau Pedraza
Forthea.com
@forthea
@beaupedraza