Integrating PPC with
SEO Strategies
The Perfect Pair:
Stephanie Wallace
Director of SEO
Nebo
@SWallaceSEO
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
Two peas in a
pod
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
In reality…
@SWallaceSEOFebruary 4-5, 2016 | #ConnectSEW | @SEWatch
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
It’s not as easy
as it sounds
@SWallaceSEOFebruary 4-5, 2016 | #ConnectSEW | @SEWatch
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
Understanding
the “Why”…
@SWallaceSEOFebruary 4-5, 2016 | #ConnectSEW | @SEWatch
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
And the “How”
@SWallaceSEOFebruary 4-5, 2016 | #ConnectSEW | @SEWatch
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
The solution?
@SWallaceSEOFebruary 4-5, 2016 | #ConnectSEW | @SEWatch
Test Effective Meta Data
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
Campaign: Organic Sandbox
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
Identify Content Gaps
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
Informational
Content
Transactional
Content
Navigational
Content
Keyword: PR Agency
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
Define Ranking Opportunities
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
Leverage PPC for CRO
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
DIGITAL PRSEO
SALE!
PAID MEDIASOCIAL MEDIA
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
Theme: Web Design & UX
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
Theme: Web Design & UX
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
Putting this into practice
February 4-5, 2016 | #ConnectSEW | @SEWatch @SWallaceSEO
Some things work
better together
@SWallaceSEOFebruary 4-5, 2016 | #ConnectSEW | @SEWatch
Curate your own
tactics
@SWallaceSEOFebruary 4-5, 2016 | #ConnectSEW | @SEWatch
Embrace
collaboration
@SWallaceSEOFebruary 4-5, 2016 | #ConnectSEW | @SEWatch
Questions?
Stephanie Wallace
Director of Search Engine Optimization
Nebo
T: @SWallaceSEO
E: swallace@neboagency.com

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Connect | Search Engine Watch 2016 - Integrating PPC Data with SEO Strategies

Editor's Notes

  • #23: - For this exercise I start with the top conversion paths report from the MultiChannel Funnels report in Google Analytics
  • #24: 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.