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Integrating Social Media and PPC data into an effective SEO campaign

How would PPC and SM data influence your SEO efforts?

12:53 pm on May 22, 2011 (gmt 0)

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Hi guys,

Here's a question that I've been trying to answer for a while now.

Our SEO clients are large brands that have both PPC and Social Media campaigns with us, meaning that we have a lot of great information at our disposal.

How would you all use the data from these areas to optimize what you're doing for their organic traffic?

The main things we've been doing are:

Building META descriptions and page titles based around PPC ads with a high CTR.

If they've proven high CTRs in paid, a similar language / structure is always a great kick off point for maximizing organic click throughs.

Finding and organically targeting the PPC keywords with the highest monthly ROI.

We take each landing page being targeted by a PPC ad and find the keyword(s) offering the highest number of conversions a month - or, if we have a set EPA for each of the different goals, we'd calculate actual ROI for each keyword.

When we have the highest earning keyword for each lander, we optimize that page to rank organically for it.

Basically, if a keyword's proven a high monthly ROI in PPC, then we assume it'll experience a similarly high ROI in organic (although hopefully the organic will be a lot higher).

Suggesting PPC changes based on analytics data

If it turns out that paid search is targeting a keyword that links to a different page than is ranking organically, then we'd compare the two page conversion rates.

If the organic page has a higher conversion rate then we'd suggest PPC change the target URL so that it's the same as the organic one. After running a test for a week / month they'll be able to see if they've increased paid conversions.


So, that's the main kind of thing we're doing at the moment.

Anyone got any thoughts on this approach or other suggestions? Can you spot any major flaws in my logic above?

I'm currently running some tests to see exactly how similar conversion rates are between paid and organic so I'll report back when I have results that are statistically relevant.

Also, how would you incorporate the data from Social into an SEO / Paid campaign?

I only discovered this forum yesterday but I love it!

- Will

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