author
Wil Reynolds
SEER Interactive

About Wil Reynolds

Over the past 14 years, Wil Reynolds has dedicated himself to doing two things well: driving traffic to sites from search engines and analysing the impact that traffic has on the bottom line of companies. Wil’s career began at a web marketing agency in 1999, where he spearheaded the SEO strategies for companies that included Barnes & Noble, Disney, Harman Kardon, Debeers, Doubleclick, Hotjobs, and Mercedes Benz USA (to name a few).

In his Learn Inbound talk, Wil will talk about how working across silos, switching teams and becoming an intern all over again has enabled him to find opportunities that marketers who stay in their silos will never find. If you are OK jumping out of your silo, you’ll learn a TON in this fast paced, tip-filled presentation.

Key Takeaways

  • Use a framework for PPC testing to improve SEO results
  • Discover opportunities by comparing PPC search queries to Google Search Console
  • Improve landing page user experience prior to content promotion

Video Transcription

Thanks for having me back again. It's great to be here at this venue. It's freaking awesome. Give it up. All right, so I'm gonna talk about something I talk about a lot because nobody's doing it yet. So when you guys start actually doing it, I'll stop presenting the same thing over and over again. Can we agree to that, deal?

Together: Yes.

Wil: Great, all right. So I've been talking for the last few years about how to integrate SEO and PPC. And that's what I'm gonna mostly talk about today. I'll give you a combination of some philosophical stuff and I'll give you a whole lot of things that you can go do. So let's start off by playing a game and no one's gonna like this game. So if you remember...

Man: Hello, do you wanna play a game?

Wil: The answer is yes, you wanna play a game. All right, you're gonna hate this, but it's important. You're gonna hate what I'm about to do. So be prepared, but I need you all to do it anyway because you're gonna have to see how many people in the room are left standing. So stand up if...and it won't be long. If you do content, SEO, inbound, stand up please and look around the room at all the people standing. Seriously look around the room, right? Now, if you have been AdWords certified, stay standing, got your AdWords cert, look at all those dummies sitting down, sitting down. Look what just happened to the room.

Now, if I were to ask you on your laptop right now, might you have a search query report sitting on your laptop right now? How many of you can stay standing? Who's got a search query report still sitting? Sit if you don't have one. If I opened your laptop right now, might you have a search query report? Great, one, two, three, four, five, six...are you standing or sitting bro? Standing, seven. Out of how many people are here today? You can sit now. How many people?

Man: Two hundred.

Wil: Two hundred. Those are the seven smartest people in the freaking room. And I'm gonna show you why with real examples of what they're empowered to do that the other 193 of you are not. And I hope that next year if I get to come back or the next year if I get to come back, that number moves to 15. So let's start off with an example, happens all the time. What word should I rank for? Well, the slide deck is not this dark. These are my last "Saw" slides so, you know, I won't be sitting here watching heads explode. And if I remember what happens at the end of this scene, it's disgusting, anyway. So a lot of smart people in the room. You seven don't answer this. Let's let the dummies answer this one, just joking. I love all of you.

If I asked you what word should my company rank for given that you know that we do a certain thing, what would you tell me? "Hey, Wil, I think this is probably a good word for you to spend your time optimizing for." What's a word that you might recommend that I should go optimize for, someone? I'll wait. I have 45 minutes of waiting, anyone? So I shouldn't rank for anything. So why are we here? What's a word that you would tell me? People are scared because they're like, "If I say it, he's gonna be like your dumb, dummy." Well, I kind of am. So whenever I do this to spare you, a lot of people are like "Oh, you should rank for a word like maybe SEO Company. That would be a great word or maybe SEO consultant or agency." And I go, "Okay, fine."

What's interesting when you look at paid? You type in the word SEO consultant. I want you to look at the paid results here. It's like look at everything that you see, not just the paid. Look at the whole page of what you see. And you should probably be like, "Whoa, hold up a second," right? This is basic level. You have eyes. Yes, I'm not gonna make you stand for that. You have eyes, therefore, you can be a smarter marketer. Watch. When you see local results show up... Sorry, I'm sick. I've been sick for the last few days. So if I sound like shit, tough, can't fix it. I sound better than I used to, but I can hear it already, sounding like crap.

You see that local box? When you type things into Google and the local box shows up, what do you think Google's telling you people probably want? Local results, right? This is not advanced, but what I'm gonna show you all is how many of you forget that when you're making PPC ads. So the interesting thing about SEO company, SEO consultant is for a long time we ranked for them, and we never got any business from them, zero. We ranked in the top three globally for SEO company, SEO consultant, and SEO agency for about two or three years, and we got zero business from it, zero. Actually, that's another story at another time. So it's local, right? But you're like, "Wil, man, like, dude is that what you're gonna tell me to do, just to look at the results?" "Yes, I am," because when you look at the results, you start seeing things you can do at scale so we know they're local.

So let's click on LinkedIn's paid ad. All right, LinkedIn, I typed an SEO consultant. We used to do some paid for them. So, Amanda, maybe we should hit them back up again because it's like this is some shit work. So, SEO consultant, type it in, click on this ad. Do a CTRL+F for the word SEO. Zero uses of the word SEO in the landing page. So, is it local? Yeah, I'm gonna find consultants. But if I typed it...Okay, you type an SEO consultant and you get, "Do you want consulting on your business plan?" No, if I wanted business plan consulting, I might have typed in business plan consultant, right? You don't type in Thai food and go, "Man, I really want a pizza right now." So it's local, yes, but the relevancy is off. Then...and I caught some of you in the room doing this. Wolfgang, you're safe.

So then I clicked on the next paid ad, higher visibility, great, yes. Do you want search engine optimization? Yes, local SEO? Yes, ecommerce, franchise SEO, SEO, SEO, SEO, great. They're relevant, but they're not local. Now, think about this. A company that's willing to do your PPC is advertising for a word like SEO consultant that brings up a local box when they are about 1,200 miles from where I did the query. Think about that. If Google's machines have taught itself that when people search for SEO company, they look like they're also looking for pizzas. Anybody order your pizza from 1,200 miles away? Didn't think so. So if Google is saying, "Wait, we believe this is a local query," why would a company 1,200 miles away be bidding $10, $15, $20 a click? I've been showing this slide for seven months and they're still bidding on those words. And somewhere somebody's going, "PPC doesn't work for us." And it's like, "Well, wait, if you just stopped and looked at the results, you would have seen that there's a local intent and you would have known to cut your targeting down to a smaller radius because I used to rank for those words globally and never got a closed deal. So I know that those words don't bring conversions, unless you're local."

The third site, New Jersey's leading SEO agency, great. New Jersey is very close to Pennsylvania where I did the searches, I did these in Philly. At first, I did them all here, but then I was like, "I don't want anybody in the room to not like me." So I took them all out. So, oh, New Jersey is close to Philly. They are about an hour and a half away driving. Is that close? Maybe. So local? Kind of, maybe. Relevant? Yes, they do search. Then I found this company, the fourth company. And I read all their crap. Oh God, you know. Local? No. Why? Because you can catch a plane. So think about all the things you've searched for that bring up local results. Are you willing to get on a plane to get any of those answers ever? Oh, I'd like a pizza. Yeah, I'm gonna fly for that. I need a plumber. I'm gonna fly for that. I want a refrigerator. We gotta get a new refrigerator, the old one broke. I'm going to the airport first." You laugh, but you're doing this stuff. Hopefully by the end of the day I'll show you how to fix it. And so far the way to fix it is to look at the freaking results. Look for the intent.

See, I'm the bridge between the two silos. My seven friends, we are the bridge between two silos. We are the most empowered people in this room to help people on both sides of the field. So if I were to say, "Great, I wanna ring for SEO Company. Let me go after that keyword," because when I went after that keyword, Google didn't have machine learning in the algorithm. I've been around for a while. So because there was no machine learning in the algorithm, Google couldn't learn from itselves that we were the wrong answer. The minute machine learning got put into the algorithm, we got knocked out of those top rankings. So an SEO goes, "You wanna rank for SEO company? We're gonna do a little bit of search." You search here and go, "Wait, local box. Wait, you're two hours away. Somebody's gotta catch a flight to get to you. I don't think we should target that keyword," is what a decent SEO should say, right? But the PPC'eers are like, "You want a keyword? Pay the money." Boom, you're up, got it. You're up and you're getting clicks, cool. And the SEOs look at the PPCs like, "Really? Like you didn't just look at the freaking results? Like this is the wrong place to be, jackass.

But it happens the other way, too. You guys are not gonna like this. So client says, "How much traffic can I expect from this keyword if I rank?" And what do we SEOs do? We go, "Oh, okay, I'm gonna go out to my favorite tool SEMrush. I'm gonna drop in doggy door and then I'm gonna look at the volumes. And I'm gonna be like, 'You can expect this much traffic,"' yeah. Maybe if you're good, maybe if you're good, you then go, "Let me check another tool." Then you go to Moz. Then Moz goes, "Well, it's between 1,700 visitors and 2,900 visitors for this keyword." Now, that's a pretty big spread, 1,700 to 2,900. Let's make this something that all of you will realize. When you show your client a spread that wide, ask yourself this question. Are you okay being paid somewhere between 1,700 and 2,900 per week? You're like, "I would never do that. That's a pretty big spread. It's almost double." Right, so why are you showing your client that the word doggie-door can get them between 1,700 people to their site and 3,000? PPC people are like, "Oh, my God, you guys are so stupid. You SEOs, you content people, what are you doing? There's this thing called impressions. And when you pay Google for clicks, they tell you all the times it was searched." So, why don't we just show up for the keyword for a month and get the actual volume or maybe we're already bidding for it so with actual volume.

And what's really sad my friends...are you ready for this sad slide? Let's walk through the numbers that you're using in your estimates. First column for search volume is SEMrush. Next column is actual PPC impressions that I got for this client out of their actual or out of their actual PPC impressions for the keyword. How many of you are going into SEMrush, pulling your numbers, making your projections and not doing this if you have access to paid? The next column is Google search console. Oh, it comes from Google. It must be right. If you're not paying, they're not really that concerned about giving you accurate data. So it's interesting though, you look at this, and that's stat, right? So depending on the tool you used, do you see how you could come up with very different projections? Use your paid data. Line it up with your organic data and then see if there's a big delta. Maybe you may not see this, but for some people, they do. So now if I can look at a keyword, pick it out, and run the math, there's a big difference between telling your client that there's a $20,000 opportunity and that there's an $8,700 opportunity. And you would never know because you didn't use the paid data that they have just sitting there ready to give. It's called a search query report. You pull the search query report for a month. And if your ads are showing up throughout the entire month...Now, be careful. This is where I get in trouble, right? So, Amanda, like give me the, "No, you're fucking wrong, dude," if I'm saying it wrong. But like your keyword report...The problem with your keyword report is that it may match to a lot of other words. So your numbers of impressions could be super inflated and you could be wrong. Your search query report gives you the specific query. So in theory outside of some match type stuff that you're going to aggregate, you should be able to get much more accurate numbers on your impressions. Now, think about it. If you have... Thank you for let me know I was doing it good. So if you think about it, that data already exists somewhere in your organization. It's just with somebody in another silo and nobody's told you to check your other metrics with this data that's sitting there for the taken.

All right. So if you're off by one keyword per year, the difference between those two extremes is $132,000 in revenue. That's a pretty important thing to get right for your client if they sell doggie doors because it's not like a huge business. You're not selling jet engines. A hundred and thirty two dollars probably matters a lot in the doggie door business. So hopefully you're starting to see the light because there's not a bunch of jackass slides in here either.

But what I like to do is bring together these data sets in visuals because I can guarantee you this. No one is showing your executives or your clients things that bring these together regularly. So, for instance, rankings for SEOs...you know where you get that data. You get it from SEMrush. You get it from Authority Labs. You get it from stat. You get it from Conductor. You get it from BrightEdge. SEOs go, "You can't get conversion." Do you know what SEOs say, "Fucking not provided. They took away my ability to know my keywords and whether or not they're converted." And I'm like, "Dumbass, PPC's got all that for you. Why won't you just ask them?" How much time did SEO spend complaining about not provided and instead of doing that it should have went and got AdWords certified and ran some ads for a week or two and went, "Oh, now I actually have my keywords back," done, done, you got your keywords back. Stop crying about not provided. It is provided. You just gotta pay a little bit for it. So with an SEO, you say, "Well, what about my rankings and my keywords, could you plot my keywords out based on their position and what's converting?" You're like, "I can never do that." Yes, you can. If you combine your PPC and SEO data into a data set and match by keyword, you can now bring together these data sets that nobody's bringing together. My seven people, yeah, when you get home, this is the stuff you wanna do. I guarantee when you show this to someone, they're gonna be like, "No one's ever shown me this stuff before," because the SEOs can't, right, because they're so into SEO. They're not even thinking about search query reports. AdWords screw that paying for traffic. That's stupid. Okay. And the PPC people, they stay in their tools so long, they don't think of things like, "Wait, I could scrape out whether or not local results shows up for every one of my keywords to make sure that I'm not going after a keyword nationally where there's local intent."

Now for me, when I visualize these things, I can do things like this. So I can roll over and show a client, "Oh that keyword. Here's your keyword. Here's where your position is. Here's how many conversions you have in paid. Here's this keyword. Here's how many conversions you have in paid and where it ranks." So now I know that a big bubble in the lower left-hand corner means it's getting a lot of search volume. The further out it is means it's got a lot of conversions. So what I've started to do is I don't look at these things as keywords. I look for pattern matching. So I know that any big bubble that's in the top right quadrant is a keyword that's ranking really poorly for a word that you actually get a good amount of conversions on. Who doesn't wanna fix that problem? Think about it. If I could find for you a word that you don't rank well for that you get a lot of paid conversions for, give me one reason why I shouldn't wanna go after that in organic. But what do we do? We sort by search volume out of SEMrush and that's how we prioritize because we don't have conversion data because of not provided. Yes, you do. It's provided if you talk to the paid search team. I don't know if I'm ever gonna be able to do this, but I'm hoping to start pitching clients who even want us to do SEO to do PPC for one month, not to get conversions per se, but for us to get intelligence so we're smarter about what we do in the second month of our contract. We've all done it. You run your tools. You get your search volumes. You run off and start optimizing a keyword. You work your ass off. You get that ranking and then when you get it, you go, "Oh, my God, it's been seven months. We finally got the ranking and I've realized that it's not doing anything for the business. Nobody seems to be converting from that landing page, oh shit."

What's the value of spending one month getting paid search data so you don't waste six or seven months going after a key word only to find out it's not gonna convert? Your paid search team's like, "Dude, I got it already. I got it. Why didn't you just ask me? I could have saved you six months if you just..." I mean, the search query report is probably like seven clicks away from the time you log in. It is one of the easiest reports to get.

A lot of us on SEO, we like to get click-through rate curves to predict traffic. Okay, if you're in position one, you're in position two, you're position three. All right, great. So we come up with things like this. Do me a favor friends, if you're an SEO and you ever use a click-through rate curve that is linear, just stab yourself in the neck with a pencil, because it shows that you actually have never seen somebody actually freaking search for any of the words that you have. We're starting to watch people go through search results for keywords. We're doing UX on the search. We're saying, "Well, if you search for this word, go through the results and tell me what you're clicking on and why you're clicking on them and what you think about what you found so we can understand those users better." We're actually talking to real people, right, because bots don't click and convert. So you gotta actually get to know what people convert and click on. And I will tell you without fail, every time I watch somebody search, I'm like, "Oh, my God, every time I've ever shown a click-through rate curve to a client, I was a freaking moron," because I was always wrong. You watch people skip over stuff.

In one of our videos I took out of this, a woman said in the video, "I care about freshness and recency of content." Okay. And then I saw the little date tag next to a bunch of pieces of content. And they were all pretty recent. And I watched her after saying what she wanted and valued in content skip over all the stuff that was recent to click on something that was nine months old. And I'm like, "Why did she skip over position..." She clicked on number one, backed out, skipped over two, three, four, five, and then clicked on six. I said, "Why would she do that if the dates are all right here?" The date is unclickable. She looks where she clicks, which is the blue line at the top. She clicked on the website that said 2016 in the title tag because that's where she looks. She didn't even see the date tags off to the left, which is crazy, but that's why I don't believe in this anymore. Every time, you know what I've seen, "Oh, I've been to their site before." Skip over number one, number two, number three. Let me give you an example. For us in the U.S. that are like addicted to Amazon, there's a time where we would do searches and you'd see Amazon's show up at number five and you're like, "I'm skipping one, two, three, and four because I know if I click on number five, I'm gonna get my crap in two days." But yet we show this to clients all the time as if we click that way ourselves. This stuff is not true.

So what I like to do is this instead. I like to take my clients keywords and plot them out from Google search console. So I can show them their own click-through rate curve, their max click-through rate. So I'm not averaging this together because I think that gets really tough because do branded searches get different click-through rates in position one? God bless you, then unbranded keywords? Of course, they do. But how can we say that number one gets 40%? Are you kidding me? There's no way. You can't say that, like when I search for American Airlines, I usually click on the first freaking result. When I search for a cheap flights to Dublin, I'm gonna click on four or five of those things, right? Like it's just not true. But what I like to do is you bring it in to a data set. What you're able to do is I'm able to sort by keyword type. So I can say to my client, "Oh, the max click-through rate you're gonna get on keywords that include the word calculator, which I think is what this is showing in position one is 15%." That click-through rate curve is a farce. You use that, you're wrong. This data sits inside a search console. Use it to build your own click-through rate curves at different types of keywords, because for this client, they get great click-through rates on keywords that include calculator and estimator. They all are the big click-through rate words, but in position one, two, and three, like here, you can see...Actually no, this one's filtered. So how can I tell you that in position one, you're likely to get 40% of the clicks when on one end, I get a 15% click-through rate, and on the other end, I get less than 2%? Both number ones, do you see that? Do you all get that? That like each one of these it's a range. So you're looking at 16 to 2, 12 to 3, 10 to 1. And then you just filter these down by keyword type so that you can get the click-through rate curves for each keyword type. Does that make sense? All right, good. Are you gonna do it?

Together: Yeah.

Wil: I hope to God so. Otherwise, I'm gonna freak smoke you. I'm gonna open up an office of Seer in Dublin. You show people this shit and be like, "I don't know what they're doing over here." Actually, I would join Wolfgang. I love those guys.

All right. So anyway, let me back up a little bit here because I wanted to show you some quick hitting things to make sure you paid attention, but philosophically, there's a problem with the web and it like overall, the web is a disappointing freaking place. Most content sucks. It doesn't really answer the question. And an SEO typically stops at, "Well, it's ranked. I did my job, woo-hoo, holla." So the problem with things like rich snippets is this. I was looking at an assisted living facility just doing research for a client. Do you read that rich snippet? Now, think about average SEO content marketers, like, "Yo, we got position zero." But look at the actual answer. If you had to put your parents or a loved one in an assisted living facility, is your budget between 1 and $5,000? Anybody here recently buy a house? Was your budget between one number and 5x that number? If you're gonna buy a $200,000 house, were you also looking at million dollar homes? No. If you can't afford a million dollar home, you're probably not looking at...never mind. You get it.

But the problem is the metrics that tell us we did a good job of rankings. So then you go, "I killed it. I'm position zero." You can't get no higher than that, winning. The problem with that is if you were to look in Philadelphia where I live in my zip code and you had $5,000 to spend on an apartment...this is your gym. You have a view of the bridge, and you can get a four-bedroom penthouse in brand-new construction for $5,000 a month. The other thing about this place that's amazing is when you go downstairs, you can take a slide down to your fireplace and play chess for $5,000. So, think about what that means. If your content is telling somebody, "Oh, the range is between $5,000 where you can go down a slide to your fireplace and get a four bedroom and $1,000, which you get this freaking place, which you're like, "Oh, is this where they filmed 'Saw,'" right? You have like, "Your view is two brick walls. You don't get a bridge. You get two brick walls and they don't even match."

So when that content is winning and they're telling you that the price to put grandma into a home is between $1,000 and $5,000, the SEOs are winning. The people who get to that content are losing. You didn't help me figure out what I had to do, but the SEO is like, "I've done my job. I've ranked it." Stop that shit.

The other thing they act like is $1,000 to $5,000 it matters your location. Mike King was up earlier. It's funny, like Mike and I both have like kids now so we like fly in and fly out as quickly as possible. Mike lives in New York. If Mike wants to get an apartment in a really great place in New York for five grand, he gets a one-bedroom that's 900 square feet, that looks nice. In Philly, where Mike is from, he could have had this for the same amount. So where you're putting grandma or grandpa actually matters to where they're located. So telling me that it's between $1,000 and $ 5,000 is not helpful if you don't ask me where I'm gonna put my freaking parents. The content ranks, it gets no thanks. All right, so this is why you have to get better testing landing pages.

So when you look at a company like Looker Analytics Company, Looker, you search for Looker pricing because you know what, when we're all looking for new tools in our marketing stack, we wanna know what they cost, right? Is your budget unlimited? Is your budget between $1,000 and $5,000 for every tool that you wanna pitch your boss on? I didn't think so. So you type in the brand name and pricing, and you're like, "Who's [inaudible 00:27:08]?" And [inaudible 00:27:10] is actually telling you, "Oh, they're competitor ranking for your freaking brand." That's bad news. Think about all the effort you've put in and now you have somebody comparing you who's not you. And I've looked at this [inaudible 00:27:31] over time. It used to look like this. Looker has not owned the rich snippet for the word Looker pricing. Anyone in here that does any SaaS marketing, pay attention to these next few slides because what's happening is you're dumping all your brand down the freaking toilet.

So here's an example I have of a client. This is a client of mine for whom another site is ranking for more than 50% of their branded keywords that bring up rich snippets. They're a big brand. So there's a lot of rich snippets for their brand. People wanna know how to install it. How much does it cost, blah, blah, blah, blah, blah. I graphed it out. HomeAdvisor has more answers to questions for this company's brand than my client who I blurred out right there. All that money they spend on TV, $5 million, whatever they spend on TV. I don't know. But it's like $5 million, $10 million on TV. Building all this brand for that to happen is insane.

So one of the things that we that we looked at...Thank you Kristina Blake. A couple of our folks are here. And she actually ran this analysis for us. For those of you in SaaS, we realized that when you look for the top 250 SaaS companies, only 23% of them had the word pricing, had a pricing page. So let me ask you this. When you search for a brand and the word pricing for a software product and they don't give it to you, do you just go, "Well, I guess I'll just never find out what the price is. Let me fill out your shitty form and sit on the phone with the salesperson for hours." No, you don't do that. You find the freaking pricing through another search. Most times when you search for pricing, Google brings up their home page or a demo page or some crap. Out of that cohort, 27% of all the pricing keywords brought up answer boxes. And this is a while ago. This is a little old. This is about six months old. That's only probably grown cents. So 25% of the top SaaS companies when you search for their company name and pricing, it shows an answer box. The problem is, is over 80% of those answer boxes were answered by [inaudible 00:29:40] and PCMags and they weren't the brand. That's bad content marketing. When people say, "Hey, I want your price," and you go, "You wanna talk to somebody?" How many of you here today as SaaS marketers are allowing yourself to be like, "But our pricing is complicated." That's your job. Make it simple marketer. So we can't really put it on our website because then our...uh." Stop it.

I searched for Namely. This is just an example. Do this for SaaS companies left and right. You'll be amazed at how many of them are like, "Do you wanna know my price? How about you get in my funnel." "How about I get the price." "How about you get in my funnel." "I'd really like to know the price." "No, you don't. Let's talk about pricing first. Let's talk about the solution." Namely ranks at number five for this keyword because Google's machines are getting smart enough to know when you're disappointing people, which means you keep disappointing people and you don't answer it, you're gonna lose your rankings. And you're gonna wonder, "How much more content do I need to write? How many more links do I need?" Let's put the keyword in five more times and none of that shit's gonna work because you're disappointing people. Keep in mind. Look at these things at the bottom. They're very good at giving you a feel for what people are likely to search for next, what else they're looking for. So go build your pages in accordance with what people are highly likely to be looking for next.

That's how you can make a better page because you're going, "Well, wait, Google sees this search phrase 3, 4, 5, 10, 20,000 times a month. So if they've been doing that for years, they probably have a pretty good feel on what people are looking for next. Maybe I should write that content as part of my long-form content so then I now know I'm answering all that person's questions they're likely to have to search for over and over and over again." Because organic gives you a great feel for people's intentions. So here is a paid search landing page when I search for the word cloud computing, for IBM, okay? Got it. This is one for Microsoft Azure for the word cloud computing paid search page. When I did this, I was shocked. I found eMazzanti. I want cloud computing and they're trying to sell me Office 365. PPC doesn't work. No, dumb PPC doesn't work. This company is paying $30, $40 a click for the word cloud computing and they won't even tell me what they do. It's like you're like, "Okay, I would like to know what cloud computing is." "Shut up and get in the funnel. Get in the funnel right now. Get in the funnel." "I'm not gonna tell you what I do." "You shut up and get in the funnel. You dummy. I'm gonna automate the hell out of my messaging to you until you are a warm lead. And I'm gonna turn you from an MQL into an SQL. You'll see it." It's ridiculous.

Then you look at the organic page. Wow that IBM page sounds a little bit different. What is cloud computing, computing as a service over the internet? That's what organically ranks. For Microsoft Azure, what is cloud computing? That's what organically ranks. It's interesting how the things that organically rank sound like education pieces. And the stuff that the paid search marketers are doing sound like get in my funnel. Now, there may be tons of reasons why those ads show up for me and whatnot. By the end of the day, it's kind of hard when you put these two things head-to-head from Microsoft Azure's page. And you go, "Okay I'm gonna put..." I use like Copyscape. They have a free tool you can do this with. You paste in one piece of content from your PPC landing page, let's just say, and paste in your organic page that also ranks well or an organic page that ranks well, and it'll give you a feel for the overlap. On the left hand side is the organic page that ranks well. It only matched to 6% of the words that were on the paid search page.

Remember, in paid, I don't have to be good. I just have to be willing to pay enough, and I can get visibility, right? Think about the example I used in the beginning. Higher visibility in Memphis Tennessee will never rank organically in Philadelphia map results for the word SEO consultant. They will never, but Google's gonna take that dumb money all day from the paid search team that's doing their work because that's how they get to build self-driving cars. That's how they get to lose a bunch of money on Android because PPC marketers are like, "Yeah, whatever. We're not from Philly but yeah, who gives a shit?" Only 6% of the words that Google when Google ran an algorithm against that page and said, "We believe this is the best page on the internet to rank for this keyword. Only 6% matched the Microsoft Azure page on paid. Now, that's okay. Maybe they're trying to promote an event. Maybe they're trying to promote something else. The question is it's not whether or not this is happening to you. It's do you know what's happening and is there a reason why it's happening? If you're like, "No, I'm promoting an event right now. I don't want those two things to match," great. But if you're like, "I did not realize that my PPC landing pages sounded so different than from what people actually want," you might wanna fix that shit. All right, I'm gonna kind of move along a little bit.

I think you can understand people's intent and still make the sale. One of the best examples of building a tool to take someone's intent and then also be focused on sales, so I know some this top funnel stuff people don't wanna be like, "Oh, I can't invest in just top funnel. I gotta get conversions." I get it. So here's an example from the North Face that really kind of shows...and there's no audio to this so don't worry about it. But look at what it does. It walks you through a solution. When you're buying a new jacket, you're not like, "I'm going anywhere in the world." No, you're like, "I'm going to this trip at this time." They're like, "Oh, well great. If you tell me where you're going, I can look at what the weather's like." "Oh, if you tell me what month you're going, I'll tell you what the weather is like at that month and then I can recommend you a better jacket." Are you a man or a woman, right? What else are you gonna be doing there? "Oh, I'm gonna be hiking." "Great, if you're hiking, we think another couple jackets might be right for you." "Wouldn't it be better than getting a grid of a hundred freaking products paginated 15 times when you search for the word jacket on most websites? It's asking you something about you and then saying, "Oh, based on you, let me give you something that fits better." The problem with people who build things like this and where we come into play as marketers is usually these things are never found. Run this through SEMrush, it doesn't rank for shit.

I've been talking about this for about a year now and their team got wind of it and started putting some words in the title tag. So it's a little bit better. They spent millions of dollars on this. I've seen TV ads on this, and it's the best tool out there to solve a person's problem when they're looking for a North Face jacket.

See, the problem is, is when you have like I'm...I took a step back and looked at myself when I was trying to buy a stroller for my son. Anybody here buy a buggy, stroller, whatever? I'm trying to get the difference between the languages, right. You buy a buggy and you're like you do like a thousand searches, right, you're like, "Do I need one with springs? Do I need one that's also got a bassinet attachment? Does it fit my...?" You do all these searches trying to find it the first time. And you're like, "I just wish somebody would ask me these questions and make it easier for me," because each time I did a search, I was like, "Oh, I run," right. So if I just get your top 10 list and it's not for runners, then you're probably not gonna get the stroller, the buggy that matters for me. And I feel like whether you're looking for a jacket or a stroller, it feels like you gotta do 100 searches to find what you want. But if I found that North Face thing first, I'd be like, "Great, you've just walked me right through the process of everything that I need to know." Because think about this, think about the current state. When you search for warmest North Face parka, the first result is women's. Not gonna work for me, not gonna work for me. Then the third one is insulated North Face., Insulated? I want to know what the warmest one is, right? Is it the most insulated jacket? Maybe it's the thermal ball, but if I'm a woman and I click on the thermal ball and then I got to find a way to go over to the women's set? Do you see how this is what ranks instead of the tool that actually could solve people's problems better than anything else on the planet right now when you're looking for a North Face jacket. That's the kind of work that I'm aspiring to do, and I wanna tell you while I show you an example of how we're trying to do that work, and sometimes if you have the right kind of clients, the feedback that you can get.

Ever had your dog go through your freaking screen door? It sucks. So a team of ours actually went to Home Depot for a client who sells screens, and we sat there and we talked to the actual people in the store to be like, "Yeah when people come in looking for screens, like what are the things you've to ask them to find out like what's the right screen for me?" And they told us all this stuff, right? And when your screen's broken, you're kind of like, "I don't really want content." That's what we have to get out of the mindset of. "Oh, I'm a content marketer." No, no, you write stuff that helps people solve their problem." So what we did is we built this tool. Simple, where are you gonna use the screen, because that matters? Do you have pets or not because that matters? Is visibility important to you? Do you need protection from the sun and the heat? And then after you give us those, we go, "Oh, this is what we recommended for you." It is super freaking simple. It's not overly great, but let me show you the email that we got back from this client. I love the beginning. I probably don't praise Seer enough or share [inaudible 00:38:50] enough when I see them. Thanks, Christian. But really it's like traffic and rankings are important for sure, but it's not always the most important. "Oh, did you feel that?" Yes, because when you're trying to solve people's problems, you gotta have something bigger than "I rank 4. Yeah, I just showed you that that's a fail sometimes." So it's really cool.

Then one of his internal people said, "Hey, Christian, I spoke..." He forwarded us this email. "I spoke with an architect today who wanted to know what screening Pfeiffer [SP] recommended for his application." That was that person that architects moment of need. They went through the website and clicked on the tool we had. The customer was excited as she walked him through the tool that we built. I wasn't excited when you told me that the cost was $1,000 to $5,000 to put my grandma in a home. Excited, he said this was great and wanted me to email them the blah, blah, blah, blah, blah, blah, blah. This was the win. I've used the questionnaire several times, and I think it's a great tool. So the tool is helping people solve problems in a way that they're internal marketing...their internal sales teams are using a tool built by a bunch of SEOs whose job we're told is it to get rankings. Now, our job is to solve problems in the easiest way possible when people are searching, and sometimes other teams can use that content, which then helps us to spread throughout the organization. I'm gonna skip through this example because I don't love it, and I'm short on time.

So I wanna talk about some ways that PPC and SEO have been integrated and how I keep pushing for this. So, typically if an SEO did something to a website and the rankings didn't go up, you'd be like, "Well, that's a failure," right? "I did some work to the website, my rankings didn't go up. That is a failure." Not so fast. So we tweaked eight pages for our client that were already ranked highly, ones and twos. Our best performer, and it was a complete outlier, increase the click-through rate 307% for the same damn ranking. Why? Because I think it's actually your client, Amanda. Amanda gave us the ad copy and was like we test that copy on paid all the time. SEOs are like, "We wrote that description. We don't have to write that for two more freaking years. I hate writing descriptions and shit," right? So then we're like done. I'm out checking my descriptions for two freaking years until we get fired and then a new agency comes in and writes new descriptions. That's when the descriptions get changed. But paid people are like, "I'm spending your money every day. I'm gonna try new ad copy every day, trying to figure out what gets people to click, what gets people to click and convert." They had that information. So Amanda's like, "Yeah, here are my ads that I've been testing." And we're like, "Oh, snap." When you talk about people feeling beautiful on their wedding day, you get bigger conversions. Ours is like lace, lace, lace, wedding dress, wedding dresses. So what do we do? We just talked how Amanda talks to the clients when she has to convince them and be persuasive to a person versus trying to be persuasive to Google three times the clicks.

How many of you today have a number one or number two or number three ranking and you haven't even thought about tweaking the meta description based off of your page search data, which Google is telling you which landing, not landing pages, which ad copy got more clicks? They're telling you what was most enticing to people when they saw them. If you really don't believe me, take your freaking meta descriptions and put them in as your freaking PPC ad copy and watch how bad those ads do. Overall, the test of eight pages increased 70% on just eight pages. This over the next two to three years is worth a lot of money to this client hundreds of thousands of dollars. And it was like a 15 minutes tweak. We looked at the data, tweaked it, optimized it, run.

All right, we have another client in the photo editing space. These are all your clients, Amanda. It's funny, doesn't usually work that way. It's good that you're here. You get to see what I've been bragging about for the last bit. So, Amanda, sent us over a search query report, and I just dropped it into word cloud. Guess what that is people? Copy paste. Now, I'm sorry. I love all the people in the back that I've already presented. This is the easiest tip you're gonna get. So you do this on Monday and then you go do their cool shit because copy paste. So I'm asking, go on a search query report or email somebody for it if you don't how to do it yet. Copy and paste it into a word cloud, but only paste in the words that have gotten conversions. So now you can look at the words and you start asking yourself about intent. So what happens is you see the word best was the biggest keyword for this client that people were searching for. And I gotta go best. Ooh, when you type best in front of a keyword, what are you looking for? A comparison. So then I go, "Ooh, if that's the word that's actually converting out of paid, what does my SEO...what does my organic landing page look like? Are we comparing anything?" No, right?

But then you see other words like blemish and skinny and wrinkled and easy, right? You forget that nobody wants a complicated app, but seeing that reminded me, "Oh, let's make sure we talk about how easy it is and show people examples on their landing pages how easy this is." Ten and you go, "Oh, my God, people are looking for photo editing apps because they wanna look cuter on their freaking tinder profiles." That's their why. They're not like, "This is the best app ever, iOS Android, blah, blah, blah." That's an SEO styled meta description. But what the keywords were matching to in paid are reminding me of who these people are and what their motivations are. I wanna look skinnier. Can you airbrush? Airbrush is in here somewhere, right? I wanna be tanner. Ooh, my teeth are kind of yellow. Can you whiten those up? "Yeah, we can whiten your teeth up. You gonna get that date." Think about how that ad copy would sound versus what an SEO would do without this. The minute you get this, your SEOs are like, "Whoa, this is what people are looking for. Let's try it at least and see if we can get a higher click-through rate." So you're getting more traffic and conversions from the rankings they've already gotten you. You're getting more value for something you already have. Who doesn't want that? Who doesn't want when you go to the bar tonight and you go, "May I have a pint?" Wouldn't it be great if the person's like, "How about three pints?" You're like, "Thank you. That's what I'm trying to do for you."

Another thing that I've been doing is looking at the people also asks because these are the kind of places where people are when they're early in their journey. They don't know a lot. They're looking to be educated. There's only one answer to this, right? That's what Google thinks. So when we're looking for this client, we looked at all the people also asks and then I put them into a pivot table. I would now do this in power BI, but this is an old slide so I am...let me go ahead. So I put it into a pivot table and then I went okay. So of all the people also asks where there's only one answer for that question, TechRadar shows up for more than anybody, then dummies, then Instructables. Notice all those sites if you're a tech nerd a little bit like me, none of those sites until you get way down to the bottom are actually companies that do photo editing apps because people don't want a company when they're looking for best. They're looking for recommendations. They're looking for information. And companies want people in the funnel so bad that they don't wanna write the top of funnel content. So they're gonna let somebody else rank for it. The big thing you gotta think of here is all of those are places you can advertise on. Get your brand in front of those people on those kind of websites because you know your customer's gonna end up on those sites at some point because they rank for all the people also asks one-box answers.

All right, I'm gonna...no, I don't wanna do this one. This one's more important. GDN, so this is another example of when an SEO since now the PPC person you're like, "Oh, my god, how did you not look at this?" So I got a client, a prospective client on their way in. We looked at their GDN spend and we looked at the sites. Now, SEOs content folks, you see those domains up there where the ads are placed, do those just even feel like high quality sites to you? I don't know about you, but I got a spitey [SP] sense. When I see two dashes in a URL, I'm like, "This site is probably shit." Three dashes, I'm like, "It's definitely shit," but yet the PPC team was like, "But it's converting so we should keep it. It's got three dashes in the URL and it's like a housing site and our client's like a B2B, like the prospective client was a B2B..." What? It can't be. I'm like, "That shit is trash. It's absolute trash."

Sorry, I know you guys would love this freaking slide. Boo. Actually, I think he's trashy but anyway. Spending, this client before they came to us, were spending real money getting clicks. And if you stop at, but it converts, then you never realize it's a shit website. You could have found out on one click that that site is garbage, something that is not yet launched. I'm not gonna like ask for your email to get you in my fucking funnel, but keep your eye out. We took all these clients across our GDN and found a way to score them based on a set of factors, and we're gonna open it up for people to take your list of sites and upload them. And it'll be like, "Here's all the spam sites." And all you need to do is send me a list of URLs and you'll start being able to catch them at one or two clicks instead of waiting for 3,300 clicks at a dollar 13 before you catch it. So keep an eye out. We'll be launching that. I think I just got the mock up like in like...December 14th is what the team is telling me. And literally you just upload your list of sites out of the GDN and we're like, "These are the spam sites," and you can go check them for yourself. So, that's that. All right.

I think the last thing I wanna show you is this. Something that's affecting click-through rates like crazy are rich snippets. So one of the things I like to do is visualize for my clients, "Where are all of your content pieces that you ranked number one for?" So this was a client I did where. It was all their number one rankings... No, number one through three, because I wanted to know which rankings were at the most risk of being disrupted by rich snippets. When I said to this client I go, "Wait, videos are big for a lot of your top rankings. What are we gonna do about that? Where's your video content strategy? Where's your current content strategy team because like we need to write more content?" I'm like, "You need to make more videos. We need to figure out what these people also asks are, what website is getting all that traffic and the people also asks, etc. I'm a big believer in taking your top rankings and looking at and creating a threat index for things like rich snippets on them so that you are prepared for when those become more prevalent, you'll have strategies to kind of go and battle back."

So one last thing for you all that I think you'll love and then I'll shut up and leave. What I like to do is scrape out... Thank you Kristina Blake. What I like to do is scrape out reviews. So anybody in Ecom, this is for you. Pay attention to this and then we can all go get beers I swear to God. I took the titles and content out of all the reviews on Amazon. And there's a tool called feed check that will let you do that for Amazon. You can just scrape with a bunch of other tools reviews. We've done this for doctors. We've done it for a lot of other stuff. What you do is you take these and then you say, "Give me all the one and two star reviews." Then instead of dropping them into a word cloud, you use a tool called an Engram Analyzer. Just Google the word Engram Analyzer. You'll find it. If you don't, tweet at me. I'll skip this. And then you paste it into here. Now what I've done is I have pasted it into this tool, the set of three word phrases or two word phrases or four word phrases people use when they are pissed at your product or a competitor's product, which will help you to write better ad copy because if you took all the bad reviews and found out the words that people use when they were pissed after they bought the product, maybe your ad copy can kind of be like, "Did you know about this thing with that competing product you're searching for right now?" Versus, "We're better than them." Of course, you're gonna say that.

So what we did is we did this for somebody we were pitching. We didn't end up getting that business, and I found the word Salvation Army, and I'm like, "Why is the word Salvation Army showing up in so many of your negative reviews?" So then I just opened Excel. I couldn't remember, it was just sitting there in a file and I did a CTRL+F on the word Salvation Army. And I went, "Oh, crap, this brand makes you return a mattress through the Salvation Army." So their TV ad's all like 100 day guarantee. The reality in the fine print that none of you ever actually looked at when you bought this mattress is you had to take a day off of freaking work and they usually don't show up on time. So therefore you missed your meeting you were supposed to have. And that pisses people off. Look at reviews. Look at the one and two star reviews for your competitors and go write better ad copy to needle them and kick them in the shins on the things that people don't like about them. I can be kind of violent when I'm competing with you. I'm sorry.

The other thing you can do to be a little more angelic is you can take the five star reviews. So for this prospect, we took the five star reviews and said, "Wait, none of your paid search ad copy are talking about how people feel in the morning, yet all your five star reviews where people are so happy, they talk about how they're gonna feel in the morning. Why are your paid ads not talking about that?" And they went, "Mm-hmm," and think about it, right? There may be a reason, but when I drop that on a client, they're usually like, "That kind of makes sense. If people are happy with the product, why don't I use that information to write better ad copy?" We're like yup. Husband deny, uh, right. So now think of the imagery you're gonna use on your landing page. Oh, how you're gonna feel your significant other? How it compares to another tool on the market, a memory foam mattress.

So I'm over time so I'm gonna leave it there, but hopefully I've shown you some things that you're gonna go and do Monday freaking morning. And if you don't, me and these seven people are gonna be kicking your butts. All right. Thanks so much for having me. I appreciate it.

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