The Importance of
SEO/SEM Integration
Terrence Gordon
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Agenda
A Quick Overview
Why is it Important
Advanced Discussions
The Importance of Integration
Objectives
Empower you with a renewed sense of your Search
Engine Marketing directives
Show you how to improve THROUGH consolidation
My Background
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BA in Communications from University of Arizona
Started selling online advertising in 1998
Worked for numerous internet start-ups
Launched an interactive agency 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
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
CPL
Cost Per
Lead
Avg Position
CTR
Click Through
Rate
CPC
Cost Per
Click
Keword
Conversions
ROI
Return on
Investment
$=$$$?
SEO
Conversions
The Importance of Integration
Why Integrate SEO with SEM?
The goal for any Search
Engine Marketing
campaign is to achieve the
most possible, bestperforming traffic at the
lowest possible cost
The only way to do that is
by sharing data between
SEM & SEO campaigns
SEM
Data
SEO
Data
Best Traffic
@ Lowest
Cost
Typical Dealer Setup
SEM VENDOR
SEO VENDOR
No
messaging
keyword
bidding
ad creative
campaign setup
geotargeting
keyword
optimization
client
consultation
budget
allocation
sem
reporting
day parting
roi
landing
pages
test &
mesasure
C
O
M
M
U
N
I
C
A
T
I
O
N
client consultation
content writing
keyword
mapping
landing pages
link building
test & measure
SEO reporting
Consolidating Efforts
SEM + SEO VENDOR
client
consultation
keyword
mapping
report
Optimization
Consultation
test &
measure
campaign
setup
Implementation
ad
messaging
landing page
assignments
content
building
Integration “kills two birds”
SEM Ads should direct users to a landing page. How about a
SEO-OPTIMIZED landing page…
Organic
Ranking
Paid Listing
Integration is More Effective
Honda Texas
Honda Dallas
Honda DFW
Top 3 SEO
Top 3 SEM
SEO keywords are limited. SEM keywords are not.
With an integrated SEM/SEO approach, keywords that are
performing in SEM can be exported to the SEM manager for SEO
content
Keywords that are performing in SEO can easily be purchased in
the SEM campaign
Honda Texas
Honda Dallas
Used Honda
Dallas
Integration is Cheaper
Theoretically, the higher the Organic keyword, the less you need
to rely on its PPC counter-part
As organic rises, the PPC can be decreased – thus more traffic
at a lower cost
We set rules based on
organic positioning to
determine the
appropriate decrease
in bid
Integration = Better ROI
With top performing terms being taken from each program and added to
the top, keyword lists are consistently being optimized for better ROI
across both programs
$$$
keyword
$
keyword
$
keyword
$$
keyword
BETTER ROI
-$
keyword
Four Marketing Birds
Website Company
Strategy
SEO Company
Strategy
SEM
Agency's
Strategy
Social /
Reputation
Strategy
True Integration
SEM
Website
Traffic
Marketing Messaging
Keywords
Landing Pages
SEO
Content Delivery
Marketing Messaging
Appearance
Inventory Listings
Social
&
Reputation
Marketing Messaging
Traffic
Thank You
Terrence Gordon
214.722.8215
terrence.gordon@dealertrack.com
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