Boost SEO teamwork through unexpected collaborations

SEO plays a role in the success of most online businesses, but it’s kept in a silo. SEO focuses on organic traffic online, while other strategies operate independently around it. What happens when you break down the silos and start working SEO into other company functions?

The ‘Rule of 7‘ suggests that people need to see your messages at least seven times before they start to take notice of your brand. By combining your SEO efforts with ongoing marketing, advertising, and other activities, you can start to accelerate the number of times and channels by which people are seeing your messaging.

SEM collaborations

SEO and SEM are really just two sides to the same coin. SEO focuses specifically on monitoring and improving organic traffic to your website while SEM has a broad focus on improving conversions through mostly paid strategies. Many companies consider these two activities different enough to keep them separate, a strategy that makes sense when you look at the individual functions that differ from SEO and SEM.

However, when SEO and SEM are collaborating, you can often get better results for both departments. Both activities rely heavily on targeting keywords to draw in more people. By sharing keyword data and insights, both departments can work on targeting and optimizing for the best keywords and phrases, creating a more unified approach that puts content and ads in front of the same audience consistently.

When a website is well optimized, it can improve the results of SEM campaigns. Good SEO practices help Google and other search engines to consider your site as a legitimate source of information. This is good for your organic search placement, but also for your ad placements since search engines are more likely to promote more credible websites.

SEM is also vital during the early stages of an SEO campaign. By using PPC ads as you work on your SEO for a new website, you can start getting more traffic and legitimacy that may speed up your long-term SEO results and help you reach your goals faster.

CRM collaborations

If you’re using a CRM (customer relationship management) software, you can have a powerful impact on your SEO by utilizing the system to complement ongoing SEO activities. The three most distinct benefits of this collaboration are:

1. Insights about other companies your customers use

CRM systems can help point you toward other services or companies that your customers engage with on a regular basis. With this knowledge, you can approach those companies for guest posts or content collaborations. You’re more likely to get a “yes” if you can show the other company how your customers are related and the value you can offer that’s complementary to what they already offer.

The more relevant, high-quality links you’re getting, the better the results you can expect from your link building strategy.

2. Keyword insights related to holistic customer experiences

SEO analytics are great for showing you where customers can from and which keywords they searched to find you. But what happens if that customer took an unconventional journey?

CRM software is better at tracking the full customer journey, allowing you to gain some insight into the circumstances that brought a person to your website. You’ll be able to see when and where they engaged with you, along with keywords and phrases that may have influenced them along the way.

3. Unified content on all platforms

CRM systems let you see what’s going on all around so you can see how well your messages are mashing up. Whether you’re hosting expert webinar presentations, publishing a series of blogs about a relevant topic, or posting short social media videos, you’ll be able to see how these things are impacting your customers positively or negatively.

Having more data is necessary for successful SEO. You need to know what’s working, where, and why. CRM lets your SEO team draw from more complete data while ensuring that every outgoing message lines up with your ongoing SEO strategy.

SMM collaborations

If you’re not already combining SEO and social media marketing (SMM) activities, it’s time to catch up. Social media isn’t a good place to worry about keywords and typical SEO strategies, but it’s a very complimentary service that can drive a large amount of traffic to your website directly or to the search engine to look for you.

Messaging and brand voice displayed on social media should match that on other platforms and throughout your content marketing. Social media is a unique platform that’s more informal and comfortable for people wanting to interact with your business. While SMM doesn’t directly impact your rankings, it has an enormous indirect benefit and helps get your content in front of more people, resulting in more backlinks, more engagement, and higher traffic numbers overall.

Give your SMM team guidelines about how to effectively promote your SEO optimized content. SEO teams should make it incredibly easy to share content on social media (high-quality images, easy quotes or snippets, and the works). They should include social media features integrated into the website itself, while SMM teams should put in the work to make sure SEO content is getting out in front of their audience when it’s appropriate. In this way, both teams can help each other succeed.

Marketing collaborations

Traditional marketing has very little overlap with SEO. Since traditional marketing is more concerned with marketing that makes sense in the real world, rather than on the internet, it’s a completely different type of marketing. However, there is an important point of overlap that shouldn’t be ignored. Both marketing and SEO work with specific customer data, refining your brand messages and outreach based on who and how you’re reaching the most people.

Marketing is concerned with knowing as much about your customers or potential customers as possible. If you have a marketing focus that’s not exclusively limited to online marketing, it’s still important to combine these two departments to allow them to share their data back and forth.

The goal of collaborating

At the end of the day, you want to present a unified brand image that gives people the right impressions no matter how they access your brand. Your messaging may vary from platform to platform, but your brand voice should always be the same. All your teams should be working together to reach the same broad company goals and milestones.

When you start from the top and work your SEO strategy into every facet of your business, it’s easier to accomplish or even surpass your goals.

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How Google May Annotate Images to Improve Search Results

How might Google be trying to improve upon the information that they learn from sources such as knowledge bases to help them answer search queries?

The information they may use to enrich a knowledge base may be learned or inferred from outside of those knowledge bases from:

  • Analyzing images
  • other data sources

This patent defines knowledge bases for us, why they are important, and points out some examples of how Google is looking at Entities when it may annotate images:

A knowledge base is an important repository of structured and unstructured data. The data stored in a knowledge base may include information such as entities, facts about entities, and relationships between entities. This information can be used to assist with or satisfy user search queries processed by a search engine.

Examples of knowledge bases include Google Knowledge Graph and Knowledge Vault, Microsoft Satori Knowledge Base, DBpedia, Yahoo! Knowledge Base, and Wolfram Knowledgebase.

The focus of this patent is upon improving what might be found in knowledge bases:

The data stored in a knowledge base may be enriched or expanded by harvesting information from wide variety of sources. For example, entities and facts may be obtained by crawling text included in Internet web pages. As another example, entities and facts may be collected using machine learning algorithms.

All gathered information may be stored in a knowledge base to enrich the information that is available for processing search queries.

Analysing Images to Enrich Knowledge Base Information

This approach can involve a process to annotate images and select object entities contained in those images. I am reminded of a post I recently wrote about Google annotating images, How Google May Map Image Queries

The effort to better understand images, and annotate them, and explore related entities lets Google focus upon “relationships between the object entities and attribute entities, and store the relationships in a knowledge base.”

It’s possible that Google can learn things from images of real-world objects (what Google referred to entities as when it introduced the Google Knowledge Graph in 2012.)

I also wrote a post about images and image search at Google becoming more semantic, and you can see that in the labels that they have added to categories in Google image search results. I wrote about those in Google Image Search Labels Becoming More Semantic?

When writing about mapping image queries, I couldn’t help thinking about how labels were being used in categories to organize information in a more helpful way, and have been suggesting to people that if they want to learn more about entities that might be related to a topic that they are researching, either to create content or to do keyword research, they should be doing image searches and looking at those semantic labels.

This new patent focuses upon assigning annotations to images to identify entities contained in the images. During this labeling, they may select an object entity among the entities based on the annotations and then decide on at least one attribute entity using the annotated images that may also contain the object entity. They may also try to infer a relationship between the object entity the attribute entity or entities and include that relationship in a knowledge base.

In accordance with one exemplary embodiment, a computer-implemented method is provided for enriching a knowledge base for search queries. The method includes assigning annotations to images stored in a database. The annotations may identify entities contained in the images. An object entity among the entities may be selected based on the annotations. At least one attribute entity may be determined using the annotated images containing the object entity. A relationship between the object entity and the at least one attribute entity may be inferred and stored in a knowledge base.

For example, when I search for my hometown, Carlsbad in Google image search, one of the category labels is for Legoland, which is an amusement park located in Carlsbad, California. Showing that as a label tells us that Legoland is located in Carlsbad (the captions for the pictures of Legoland tell us that it is located in Carlsbad.)

Carlsbad-Legoland-Attribute Entity

This patent can be found at:

Computerized systems and methods for enriching a knowledge base for search queries
Inventors: Ran El Manor and Yaniv Leviathan
Assignee: Google LLC
US Patent: 10,534,810
Granted: January 14, 2020
Filed: February 29, 2016

Abstract

Systems and methods are disclosed for enriching a knowledge base for search queries. According to certain embodiments, images are assigned annotations that identify entities contained in the images. An object entity is selected among the entities based on the annotations and at least one attribute entity is determined using annotated images containing the object entity. A relationship between the object entity and the at least one attribute entity is inferred and stored in the knowledge base. In some embodiments, confidence may be calculated for the entities. The confidence scores may be aggregated across a plurality of images to identify an object entity.

Confidence Scores While Labeling of Entities in Images

One of the first phrases to jump out at me when I scanned this patent to decide that I wanted to write about it was the phrase, “confidence scores,” which reminded me of association scores which I wrote about discussing Google trying to extract information about entities and relationships with other entities and confidence scores about the relationships between those entities, and about attributes involving the entities. I mentioned association scores in the post Entity Extractions for Knowledge Graphs at Google, because those scores were described in the patent Computerized systems and methods for extracting and storing information regarding entities.

I also referred to these confidence scores when I wrote about Answering Questions Using Knowledge Graphs, because association scores or confidence scores can lead to better answers to questions about entities in search results, which is an aim of this patent, and how it attempts to analyze and label images and understand the relationships between entities shown in those images.

The patent lays out the purpose it serves when it may analyze and annotate images like this:

Embodiments of the present disclosure provide improved systems and methods for enriching a knowledge base for search queries. The information used to enrich a knowledge base may be learned or inferred from analyzing images and other data sources.

In accordance with some embodiments, object recognition technology is used to annotate images stored in databases or harvested from Internet web pages. The annotations may identify who and/or what is contained in the images.

The disclosed embodiments can learn which annotations are good indicators for facts by aggregating annotations over object entities and facts that are already known to be true. Grouping annotated images by object entity helps identify the top annotations for the object entity.

Top annotations can be selected as attributes for the object entities and relationships can be inferred between the object entities and the attributes.

As used herein, the term “inferring” refers to operations where an entity relationship is inferred from or determined using indirect factors such as image context, known entity relationships, and data stored in a knowledge base to draw an entity relationship conclusion instead of learning the entity-relationship from an explicit statement of the relationship such as in text on an Internet web page.

The inferred relationships may be stored in a knowledge base and subsequently used to assist with or respond to user search queries processed by a search engine.

The patent then tells us about how confidence scores are used, that they calculate confidence scores for annotations assigned to images. Those “confidence scores may reflect the likelihood that an entity identified by an annotation is actually contained in an image.”

If you look back up at the pictures for Legoland above, it may be considered an attribute entity of the Object Entity Carlsbad, because Legoland is located in Carlsbad. The label annotations indicate what the images portray, and infer a relationship between the entities.

Just like an image search for Milan Italy shows a category label for Duomo, a Cathedral located in the City. The Duomo is an attribute entity of the Object Entity of Milan because it is located in Milan Italy.

In those examples, we are inferring from Legoland being included under pictures of Carlsbad that it is an attribute entity of Carlsbad, and that the Duomo is an attribute entity of Milan because it is included in results of a search for Milan.

Milan Duomo Attribute Entity

A search engine may learn from label annotations and because of confidence scores about images because the search engine (or indexing engine thereof) may index:

  • Image annotations
  • Object entities
  • Attribute entities
  • Relationships between object entities and attribute entities
  • Facts learned about object entities

The Illustrations from the patent show us images of a Bear, eating a Fish, to tell us that the Bear is an Object Entity, and the Fish is an Attribute Entity and that Bears eat Fish.

Bear (Object Entity) & Fish (Attribute-Entity)

We are also shown that Bears, as object Entities have other Attribute Entities associated with them, since they will go into the water to hunt fish, and roam around on the grass.

Bears and attribute Entities

Annotations may be detailed and cover objects within photos or images, like the bear eating the fish above. The patent points out a range of entities that might appear in a single image by telling us about a photo from a baseball game:

An annotation may identify an entity contained in an image. An entity may be a person, place, thing, or concept. For example, an image taken at a baseball game may contain entities such as “baseball fan”, “grass”, “baseball player”, “baseball stadium”, etc.

An entity may also be a specific person, place, thing, or concept. For example, the image taken at the baseball game may contain entities such as “Nationals Park” and “Ryan Zimmerman”.

Defining an Object Entity in an Image

The patent provides more insights into what object entities are and how they might be selected:

An object entity may be an entity selected among the entities contained in a plurality of annotated images. Object entities may be used to group images to learn facts about those object entities. In some embodiments, a server may select a plurality of images and assign annotations to those images.

A server may select an object entity based on the entity contained in the greatest number of annotated images as identified by the annotations.

For example, a group of 50 images may be assigned annotations that identify George Washington in 30 of those images. Accordingly, a server may select George Washington as the object entity if 30 out of 50 annotated images is the greatest number for any identified entity.

Confidence scores may also be determined for annotations. Confidence scores are an indication that an entity identified by an annotation is actually contained in an image. It “quantifies a level of confidence in an annotation being accurate.” That confidence score could be calculated by using a template matching algorithm. The annotated image may be compared with a template image.

Defining an Attribute Entity in an Image

An attribute entity may be an entity that is among the entities contained in images that contain the object entity. They are entities other than the object entity.

Annotated images that contain the object entity may be grouped and an attribute entity may be selected based on what entity might be contained in the greatest number of grouped images as identified by the annotations.

So, a group of 30 annotated images containing object entity “George Washington” may also include 20 images that contain “Martha Washington.”

In that case, “Martha Washington,” may be considered an attribute entity

(Of Course, “Martha Washington Could be an object Entity, and “George Washington, appearing in a number of the “Martha Washington” labeled images could be considered the attribute entity.)

Infering Relationships between entities by Analyzing Images

If more than a threshold of images of “Michael Jordon” contains a basketball in his hand, a relationship between “Michael Jordan” and basketball might be made (That Michael Jordan is a basketball player.)

From analyzing images of bears hunting for fish in water, and roaming around on grassy fields, some relationships between bears and fish and water and grass can be made also:

inferences between entities

By analyzing images of Michael Jordan with a basketball in his hand wearing a Chicago Bulls jersey, a search query asking a question such as “What basketball team does Michael Jordan play for?” may be satisfied with the answer “Chicago Bulls”.

To answer a query such as “What team did Michael Jordan play basketball for, Google could perform an image search for “Michael Jordan playing basketball”. Having those images that contain the object entity of interest can allow the images to be analyzed and an answer provided. See the picture at the top of this post, showing Michael Jordan in a Bulls jersey.

Take Aways

This process to collect and annotate images can be done using any images found on the Web, and isn’t limited to images that might be found in places like Wikipedia.

Google can analyze images online in a way that scales on a web-wide basis, and by analyzing images, it may provide insights that a knowledge graph might not, such as to answer the question, “where do Grizzly Bears hunt?” an analysis of photos reveals that they like to hunt near water so that they can eat fish.

The confidence scores in this patent aren’t like the association scores in the other patents about entities that I wrote about, because they are trying to gauge how likely it is that what is in a photo or image is indeed the entity that it might then be labeled with.

The association scores that I wrote about were trying to gauge how likely relationships between entities and attributes might be more likely to be true based upon things such as the reliability and popularity of the sources of that information.

So, Google is trying to learn about real-world objects (entities) by analyzing pictures of those entities (ones that it has confidence in), as an alternative way of learning about the world and the things within it.


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Everything small businesses need to know to launch a campaign on Amazon

Businessfinancing.co.uk, a financial publisher based in the UK, created an infographic guide aimed at helping small businesses get started with advertising on Amazon.

The infographic, A Small Business Guide to Amazon Advertising, presents a visual summary of advertising options available on the platform and includes some tips that small business can use to get started with launching a campaign.

In this post, we’ll summarize some of the key insights from the guide, including a list of next steps that will help you get ads running on Amazon in no time.

Unless otherwise noted, all statistics and images in this post have been taken, with permission, from the original infographic produced by Businessfinancing.co.uk.

Amazon’s enormous retail reach

Based on gross merchandise value (GMV), Amazon is the second largest ecommerce website in the world (second only to China’s Alibaba) and the largest in the U.S.

It receives over 200 million visits each month and is the first-choice ecommerce destination for many shoppers, with 56% of consumers visiting them before any other website. About 47% of consumers begin their product search on Amazon, versus other search engines such as Google or Bing.

According to a 2018 Poll, nearly 70% of small businesses who sell a product online say that Amazon has had a positive impact on their sales. Advertising on it can help small businesses reach the  online retailer’s vast audience in a variety of ways.

If you’re an existing seller:

  • Sponsored products
  • Sponsored brands
  • Sponsored display ads
  • Stores

If you don’t sell directly on the platform:

  • Display ads
  • Video ads

The infographic breaks down what each ad product looks like and summarize some tips for getting started with your first campaign.

Ad products for existing Amazon sellers

There are roughly one million small businesses currently selling on Amazon. That’s a lot of competition, which is why it’s important for businesses to understand the different ad formats available on the platform and what they’re used for.

Sponsored Product Ads: These ads appear in the search results and product detail pages within Amazon. Advertisers pay on a per-click basis, thus there are no up-front fees required. Sponsored product ads are a good fit for sellers, vendors, and kindle authors who want to promote their merchandise/books.

Amazon ad

Example of a sponsored product placement on Amazon—Source: Businessfinancing.co.uk

Sponsored Brand Ads: Brand ads appear on Amazon product pages or within the landing page of your store and are triggered by relevant searches. As with sponsored ads, there are no monthly fees associated with brand ads. Advertisers pay only when a user clicks on the ad.

Amazon ad

Example of an Amazon sponsored display placement—Source: Businessfinancing.co.uk

Amazon Stores: An Amazon Store is free to create and acts as a hub where all your products are listed in one place. Stores are suitable for sellers, vendors and agencies. Stores are great to aid with product discovery and branding. They can be designed without any coding using predesigned templates provided by Amazon. Stores are available to sellers enrolled in the Amazon Brand Registry, vendors, and agencies and you do not need to advertise on Amazon to create a store.

Example of an Amazon Store—source: Amazon

What if you’re not an amazon seller?

You can still advertise on Amazon and its associated properties if you’re not currently a seller or vendor on the platform. It offers two ad formats—display ads and video ads—which business can leverage to promote their brand, products, and services.

Display Ads: Display ads (not to be confused with “sponsored display ads) can appear on Amazon, websites operated by them, apps and third-party sites. Display ads can be purchased using their self-service demand-side platform (DSP) or via managed-service option which requires a minimum spend of $35,000. Display ads are priced on a cost-per-thousand (CPM) basis.

Display ads enable businesses to show ads both on and off Amazon, including within apps. When someone clicks on the ad, they can be directed to the product page, your store page, a custom landing page on Amazon.com or an external website.

Video Ads: As with display ads, video ads can link to a product page, external website or landing page. Amazon video ads appear on its owned websites such as IMDb and devices including Fire TV. Video ad pricing varies based on ad format and placement

Example of display and video ads available for non-sellers—Source: Businessfinancing.co.uk

Seven steps to launching your campaign

The infographic outlines—and helps to visualize—a seven-step approach to getting your ads up and running on Amazon quickly.

  1. Pick a descriptive campaign name
  2. Decide on a monthly ad budget
  3. Set an end date for your campaign
  4. Choose “automatic targeting” so Amazon can generate keyword and product matches automatically based on user searches
  5. Select one product per campaign
  6. Select your keywords
  7. Understand the available bidding strategies, then choose the one that’s right for you

Amazon offers three bid strategies for advertisers as shown above— Source: Businessfinancing.co.uk

Amazon provides step-by-step instructions (as well as $50 in free clicks) for sellers who want to get started with advertising on the platform. Their advertising page provides all the relevant details.

Create maximum impact with campaign optimization and monitoring

Once your campaign is launched, you should immediately begin to monitor and optimize its performance. The infographic lists several techniques that small businesses can use to help their ads stand out and perform well including adding negative keywords to ensure your ad isn’t triggered for irrelevant searches (e.g., if you sell dog food, you don’t want your ad to show for someone searching for “cat food.”)

Other tips focus on the type of language to include (and not to include) in your ad copy and the best way to leverage different ad types so that they work together (e.g., by keeping display ads running at all times).

The full infographic is available for free on Businessfinancing.co.uk’s website and contains much more detail than is profiled here.

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Google News Digest: Industry Articles, January 2020 Core Update, and More

Google News Digest: Industry Articles, January 2020 Core Update, and More

Welcome to the first Google News Digest of 2020. We are going to change things up this year and add some of the best and most helpful articles our industry shares, as well as news about Google. The information our industry provides is so important and helps businesses and agencies manage the constant changes Google makes, so we feel it makes sense to share their knowledge in this digest.


What is a permalink?

The permalink is the full URL you see – and use – for any given post, page or other pieces of content on your site. It’s a permanent link, hence the name permalink. A permalink could include your domain name (www.yoast.com) plus what’s called a slug, the piece of the URL that comes after the domain name. This might include a date or a category or anything you please. A simple permalink makes a URL easy to understand and share. In this SEO basics article, we’ll take a closer look at the permalink.

Permalinks should be SEO-friendly

Permalinks are an important part of your site as both search engines and visitors use these URLs to index and visit your site. The type of permalink you pick influences the way these two parties see and value your site. A URL with a load of incomprehensible gibberish at the end is a lot less shareable and enticing than a short and simple SEO-friendly URL. An example permalink could be:

https://www.yoast.com/category/post-name

It could also be something like:

https://www.yoast.com/10/10/2017/post-name

or

https://yoast.com/post-name

By default, WordPress uses a permalink structure that’s not SEO-friendly. These look something like this:

https://yoast.com/?p=101

The number you see is the ID WordPress had in mind for this particular article. It’s article number 101 in the database of your site. While Google still understands the content on that page, a URL like this does nothing for your SEO. It does not describe what kind of content the page offers and it’s not something that users are inclined to share. And did we mention that it’s not very professional looking? If your URL contains relevant words, this provides users and search engines with more information about the page than any ID or parameter would.

permalink common settings
Common permalink settings in WordPress

Considerations for your permalinks

Make sure you pick a permalink structure that fits your goals. If you have a news site, it might make sense to add the publication date of the article to the URL. If, however, you are planning to write killer cornerstone content that has to stand the test of time, it’s not recommended to use a date in the URL as this could make the content look ‘old’.

We recommend using a simple and clear permalink structure. For most sites, it makes sense to append the post name to the domain name. So in WordPress that would be the /postname/ option. In some cases, a category will help create a hierarchy in the URLs. Keep in mind that this could also result in too long URLs.

Yoast SEO and permalinks

Yoast SEO is a must-have tool that makes SEO available to everyone. It’s an easy to use tool that helps you make a perfect website. For instance, if you install WordPress and don’t change the default permalink settings, Yoast SEO will urge you to change it. Yoast SEO has several other options that can help you clean up those permalinks, like stripping the category base (usually category).

If you’re changing a permalink or deleting a page, we prevent users from landing on a 404 error page. Yoast SEO Premium has a brilliant redirect manager that helps you do that. It will create a 301 redirect automatically if you change the permalink of a page. In addition to that, it asks if you’d like to create a 301 redirect if you delete a page. Just enter the URL you want your visitors to go to and you’re done!

Finally, a word of warning

Pick your permalink structure wisely. Don’t change your permalink structure for the sake of it. Incorrectly redirecting your old URLs to the new URLs might lead to problems and could get you dropped from the rankings. Please think about your permalink structure before launching your site. Should you need to change your permalinks you can find more information on how to change your permalink structure or visit Google’s page on moving your site.

Read more: Why every website needs Yoast SEO »

The post What is a permalink? appeared first on Yoast.


Career Day: A Philosophical Curiosity Yields SEO Success – Raphael Raue // Mozilla

Episode Overview: The internet has become a massive forum, bringing people together to exchange knowledge, ideas and goods. This exchange is rooted in philosophical principles creating a marketplace of sharing news, information and strategies amongst the SEO community. Join Ben for career day as he interviews Mozilla’s Global Head of SEO Raphael Raue who shares how philosophy has inspired his passion for SEO and fostered his drive to solve problems posed by the SEO community.

Summary:

  • Raue’s passion for SEO arose from his experience with the internet’s philosophical capability of giving people the ability to share specific point of views, connecting people and the ways people use it to interact with each other.
  • “As an SEO you write for robots and people think you spam the internet via robots. But at the end you’re, most of the time, really an advocate for users.” – Raue
  • Raue identified with Mozilla’s mission to ensure that the internet remains open and accessible and found it matched his interest in sharing his skills and knowledge to create a bigger, better internet ecosystem.

GUESTS & RESOURCES:

Ben:                 Welcome to the Voices of Search podcast. Today we’re going to learn about the skills accumulated and lessons learned from a great SEO throughout the various stops on his career. Joining us for career day is an SEO veteran who works for one of the biggest and most important companies on the internet. Raphael Raue is the global head of SEO at Mozilla, which is a company and a foundation that’s mission is to ensure that the internet remains open and accessible. They’re best known for producing their Firefox browser. Beholden to neither shareholders nor investors, Mozilla Corporation is wholly owned by the non-for-profit Mozilla Foundation. And prior to his role working at Mozilla, Raphael held a variety of SEO-focused roles in the media and publishing industry.

Ben:                 But before we get started talking to Raphael, I want to remind you that this podcast is brought to you by the marketing team at Searchmetrics. We are an SEO and content marketing platform that helps enterprise-scale businesses monitor their online presence and make data driven decisions. And to support you, our loyal podcast listeners, we’re offering a free trial of these Searchmetrics services. That’s right, you can test the Searchmetrics or Research Cloud, the suite, the content experience, every little bell and whistle on the Searchmetrics Suite for free, no credit card required, risk-free. To try the Searchmetrics Suite, go to searchmetrics.com/freetrial.

Ben:                 Okay. Here’s my conversation with Global Head of SEO at Mozilla, Raphael Raue. Raphael, welcome to the Voices of Search podcast.

Raphael:           Hey man, nice to be here.

Ben:                 Very excited to have you on the show. Thank you for staying up late. You are currently in Germany. I’m in the suburbs of San Francisco. It’s late for you, it’s early for me. And let’s just say I’m having my coffee and what are you drinking?

Raphael:           I’m having a beer.

Ben:                 Like a good German boy, it’s the 7:30 beer.

Raphael:           Of course, after work. Even though I’m on PTO today, so I just came in to talk with you and I thought a beer was a good choice.

Ben:                 Well it’s late in December. It’s appropriate. I’m glad you’re enjoying yourself and I really appreciate you coming in late. Let’s talk a little bit about your career. Obviously you’ve done very well for yourself. You have a very important role at Mozilla. Talk to us a little bit about the beginning of your career. How did you get into SEO?

Raphael:           At the end, I think most of the people back in the days, I mean I’m old, but it’s still like it’s back in the days when we had completely different search engines like we have today, it was just by luck and accident. So I studied philosophy, bachelor and master actually. And at the beginning, I really needed money to fund my studies and I worked in construction. And I’m a tall guy without much muscles, so construction work is really hard work for me.

Ben:                 Wiry.

Raphael:           But I always built websites. It was a fun thing. I don’t know, I did this in school, I think my first website was up when I was 16 or something. And at some point I found out like, “Yeah, you can earn money with this.” You can put advertising on your blog, you can build affiliate websites, focusing on a small niche and doing some stuff. And visitors come from, then Google, later it was a little bit about Facebook and stuff as well. But at the end I cared much more about SEO.

Raphael:           Back in the days when I started, we didn’t call it SEO, I’m pretty sure the term was out there already, but I just like optimized websites and I tried to earn easy money. With easy, I mean I can do it whenever I want. So I can study and at night I can build my websites and optimize a bit, write some codes, do some pictures, that stuff. So, it was sort of a hobby. In my studies, most people laughed about me because they read Hegel and Goethe and stuff like this and I was building websites and doing crazy stuff on the internet. The internet wasn’t that important, but now it is.

Ben:                 It’s an interesting start of a career where you’re a philosophy major, right? Very much liberal arts focused. And on the flip side, you’re working in construction, so a very physical and demanding type of role. And on the side you start working on websites, right? It seems like three different parts of the brain, one very theoretical, one very foundational and physical and one very technical and engineering focused. Why is it that you enjoyed building websites more than you enjoyed building houses? What was it about the software development process that got you interested in building websites and eventually into SEO?

Raphael:           At the end, I like knowledge. And the problems of the internet at the beginning was to be the biggest and most efficient knowledge base ever built by human beings. That was my step into the internet. Of course, I was chatting with friends on MSN and messengers like this, but it was you can read about basically any topic in the world and search engines have been the connector to this world. I don’t know, how do you find in these millions and billions of pages the right information. And that always interests me a lot. It’s like as a child, as a teenager, I hang out in libraries and read a lot of books. I was really like a bookworm, do you say this in English?

Ben:                 Mm-hmm (affirmative).

Raphael:           I think so. So it was really about knowledge and finding out that you can earn money with it was an easy choice. I didn’t need much money, it was just, I don’t know, to pay my rent, buy some beer and study, right? We don’t have to pay so much for our studies in Germany.

Ben:                 Life in your 20s, cheap and easy.

Raphael:           Yeah, exactly. And that’s exactly what I did. And it was cheap and easy. It was easy to spend money and I was really always interested in the connection between content and technology. Because this is what’s the internet about, was not just people are sharing knowledge, it was always in a very specific point of view and way done. So it’s, I don’t know, at the beginning the internet was not the same like it is today, it feels a way more disconnected to me. Even though Google and other search engines are way better than they have been before, but the sheer mass of information and content put out there is a different thing. But it was always about the connection, man, because my brain works like this. If I cannot connect to things I’m interested in, I get bored. I get bored pretty fast.

Ben:                 Yeah. It seems like there’s a connection there between the thirst for knowledge and the understanding of philosophy and some of your studies. Why is the internet interesting in general? It’s the aggregation of information that people can share.

Raphael:           Exactly.

Ben:                 Talk to me about as your SEO career started, how did you get into SEO? What was your first actual role other than building websites where you actually had an SEO-related role?

Raphael:           My first role was really this job next to my studies. At the end I did freelance jobs for mostly local SEO, like the dentists around the corner, the florist, and the butcher, and the real estate agent and stuff like that. So it’s like I build websites, I optimize websites, so they rank and I got really good money for this. It was not just my own projects, I even have a business, I registered it.

Raphael:           But the first real role was then at the Rheinische Post, it’s a big local newspaper in Germany. And I knew when I did my bachelor I thought about, “Should I really do my master or just like, I don’t know, get a job?” And I saw that the Rheinische Post is searching for a head of SEO. And I was working for the university doing some front end work on the email clients and that was too boring for me. So I said like, “Okay, what am I good at? I don’t want to do my PhD. I want to go like real work, and at university is a little bit boring.” So I remember, “Hey, they have a head of SEO, so maybe they need somebody who is a little bit skilled.” Honestly, I was not much of a conference visitor back in the days, so I didn’t know much people, so I just wrote to him on Twitter and we talked and we matched.

Ben:                 So, you started off in local SEO, doing some consulting, some advisory work, right? And focusing on helping small businesses build their web presence. You finish your schooling, you decide you don’t want to get a PhD, you’re going to go into the working world. And you looked at the technical skills that you had and found a blend where you’re mixing content and your engineering background. You’re all self-taught here. And you mentioned you reach out to someone on Twitter. How are you packaging your services and skills? How did you actually land a full-time SEO job without any permanent SEO experience, right? Basically, this is your first job after school and you land an SEO role for a pretty significant newspaper in your area. That seems like a pretty sweet gig and it seems like something that would be relatively sought after. How’d you find that job and how did you actually convince someone that you had the experience to be able to do it?

Raphael:           It was really one phone call. I mean I wrote him a Twitter message because I knew like, “Okay, he’s the head of SEO.” I thought like, “Yeah, they’re super huge.” But I know journalism. My father’s a journalist. I wrote myself for papers and it was like, “Yeah, there I can connect both of the things.” And how I sold myself, I just told him how I optimize websites. And I showed him my portfolio, which have been back in the days like 60, 70 domains, all, I don’t know, with content, some more affiliate related, some more bigger, like travel websites and so on. And he was basically sold by they are ranking, they’re earning money, so I know sort of what I’m doing there. And the rest of it I never experienced, like Google News SEO, he will teach me, he told me. Always when you come from university, you get your first job, it wasn’t paid in first year very good. But it was a good start and I learned a lot.

Ben:                 But you had all of your affiliate revenue from your other sites still.

Raphael:           Totally. So, yeah. I mean nowadays I don’t have nearly any of the websites because updating them constantly is too much work, too much hassle. But yeah, it’s always nice to have a passive income on the site. And to be fair, always when you come from university, you have to prove that you are willing and that you are capable to learn and do. And I learned a lot there, but I did from day one a lot. Because I know how a newsroom works so I know how journalists tick, because I live for 20 years under the roof of one and my father is a quite well-known journalist in Germany, or he was. That was the perfect connection between doing technical SEO and bringing technical knowledge to the newsroom because journalists these days, and I still think that it is in a lot of newsroom, they lack sometimes to view of the internet as not just like, I don’t know, you send out your thoughts, your articles, your news, but it’s like it’s back channeling as well and there are rules which are completely different than the rules of the print business.

Raphael:           When I started my job in publishing, it was still the case. They have been doing mostly just journalists and they have some social editors. But to care about how Google is managing Google News, and in general information and how you can win with this was sort of new for this newsroom. That’s why I really loved the first job and the second job as well, that you can teach people who are already super knowledgeable, they are really great journalists, that you can teach them how to reach way more readers and the right leaders as well, just through caring about some technical limitations and opportunities.

Ben:                 So, you spent a good portion of your career working in journalism. Talk to me about what you learned going from working on local SEO for yourself to being in a newsroom and how did that help vault you forward in terms of your overall SEO knowledge? Why is media and publishing an interesting place to work?

Raphael:           That’s an interesting question. I mean doing this local SEO and doing websites to my own really teach me the basic of SEO. I mean, every week, every month, every quarter there’s a new big hype in the SEO scene, but at the end it comes down to basics. If you have a basic good working and crawlable websites and you have kickass contents, you will rank. That’s the thing. Because people will link you, people will write about you, they will like what you have. And maybe you need some ad dollars to push this at the beginning, but at the end, good content really wins. It’s not the only thing but it does.

Raphael:           So, having the basics how Google is crawling a website, how on-page SEO, off-page SEO and how the connection there works was really valuable going with quite a self-confidence into this newsroom. Because I came from university and there have been editors doing journalism for 20 years, and then I had to tell them like, “No, you have to write this headline different.” Because Google doesn’t understand what they’re writing there. I don’t know, back in the days when you wrote, “Land of like the new sun,” or something like this, Google doesn’t understand what it is about, so just write there what country you are talking about.

Raphael:           And you need to know your stuff to go into, I don’t want to say a fight, but I don’t know a better English word right now, but it’s like into do a conversation which is tough because they do their job as well for 20 years. And if you don’t know your things and if you don’t have quick wins at the beginning. So, if you convince them write a little bit different headlines and let’s implement this, let’s put the H1 into the breadcrumb and write the different, still journalistic one, for Google and Google News, and let’s keep the one you have on the website for website visitors because it’s a different audience, you need quick wins and if you get them you need to know where to start. And that’s something when you have a variety of different websites optimized, you know where to start. And this is still today one of the most important things you can learn as an SEO, how to prioritize.

Ben:                 It seems like your background working in local businesses sets you up for success in journalism because a lot of what you’re doing is writing locally focused content, right? If you’re writing a local SEO for the Berlin paper, obviously you want it to rank for people in Berlin. And so you have the understanding of local. And there’s also this notion of not necessarily writing evergreen content, but being relevant and being able to rank quickly. You’ve moved away from media and publishing. You’ve had a couple of different stops. Talk to me about the path moving from your first SEO job. What were some of the other roles that you took that led you up to Mozilla?

Raphael:           Yeah. After the Rheinische Post where I’ve been just an SEO editor, I started basically the SEO team at Spiegel Online, which is one of the biggest publishing houses in Germany. And honestly, don’t ask me how I got this job. I still don’t know it. It’s like, I don’t know, some of their product teams and editors came around because there’s a huge connection in the publishing business, everybody knows everyone. And they heard that we are doing quite a good job in Google News and in general in Google optimization they wanted to talk about us, about Adobe Analytics, Google Analytics. So, we talked with them. They said, “Yeah, we need an SEO.”

Raphael:           So, they hired me and I started my own team at Spiegel Online and it was one of the most fun times. In my team have been just journalists, I teach them SEO and they have been awesome at journalism, and that’s always what I and how I wanted to do that. It’s like, I don’t know, have a SEO mind but don’t over SEO things, because a publisher is a publisher and evergreen content should be still journalism as well, that’s my mindset. Because at the end you have one audience and you get it from different platforms and different sources and funnels, but at the end you need people who want journalism. So, don’t write about everything, write about journalistic views.

Raphael:           But journalism can do way more than just the news. Evergreen content is for journalism the same importance. I don’t know, most big publishing houses, for example in your country, The New York Times has one of the largest archive that’s in the world, and there’s so much knowledge inside. And optimizing this then is again a technical task, but do you need journalists organizing this with you. It is not just, okay, build out some folders or topic pages and make it crawlable, it is about make it usable as well. So, you need the UX people, you need journalists and you always need an SEO to look at it, and so this really working for a search engine.

Raphael:           So, what I really was interested in and what I learned is how to not just organize my way in a technical content way information, but how to do it so it is really of value to society. Moving to one of the biggest publishing players in Europe, and therefore in the world as well, was the biggest challenge in my career because I needed some new thoughts. Can you say that like that? It’s so huge and there’s so much information was built in 1948 or something, so the whole new Germany is in the archive there. And building this out with all these stakeholders, with everyone having an opinion about it moved myself way more from doing technical stuff, having an opinion about content and writing content into a management role and to really managing in huge parts knowledge and what which visitor sees when. And that’s still very important for SEO as well.

Ben:                 So tell me a little bit more about that transition. In your first role, you’re getting your operating experience, right? You’re learning the technical things and, again, getting an opportunity to work in journalism, do optimization, figure out what gets into Google News, figuring out what works. And in your second role you move to a managerial role. What were some of the challenges that you faced and what were some of the skills that you had to develop?

Raphael:           Patience. Patience. I’m still working on that. When you an expert and you do stuff on your own website or just for a client or something, you have to make one person happy. But the more stakeholders and the more people really, I don’t know, being passionate about their product you’re working on as well, what do you need to learn is real management skills. Even though in my first job at Rheinische Post I haven’t been a manager, I was just an editor, it was like managing because everybody was sort of a manager or their type of role in the newsroom. Because in minutes we had to do a decision on headlines and I was writing all the headlines there. Like for SEO, we had two different types of headlines. And moving to Spiegel Online, I was really a manager, I had a team, at the end I even had two teams because I did web analytics as well, the editorial part at least.

Raphael:           You have to figure out how people tick. You have to figure out what is the real interest of other stakeholders. Because sometimes you just get them wrong and you want the same thing, but you articulate in a different way or you talk in a different way because you have completely different point of views, because mine obviously is a more technical point of view. So, really figuring out how to get everyone in a room talk things through and yeah, move to HR, move to strung, do several sheets, all of that stuff to really figure out what’s everyone’s view on the thing and how can we leverage all this points of view to build the best product for our users.

Raphael:           That’s always a challenge as well, as an SEO you write for robots and people think you spam the internet via robots. But at the end you’re, most of the time, really an advocate for users. Because people searching for things show way higher intent than people just kicking on the link on Facebook, let’s say, or on Twitter or Pinterest or something like it. That’s valuable traffic as well, but the intent is not completely clear. The intent usually at search traffic is pretty clear, and when you know the intent and what people are doing, you can optimize a website way better.

Raphael:           It’s difficult. It’s not just data driven, but data can help you a lot with leveraging here. So, management skills and understanding statistics, user needs, via data, I will say that was the biggest challenge, and while doing all of this being patient, because it takes a lot of time, you have to convince a lot of people not knowing what you’re even talking about and sometimes you ask yourself, “Do I know what I’m talking about?” So, you have to be really confident all the time, even though you’re not completely sure. But trust your way and don’t be hesitant to fail sometimes. Just don’t fail at your first gig.

Ben:                 I think going from being an operator to a manager is: A, some of that is just inherent talent and it doesn’t surprise me that you made that transition smoothly, just thinking about what your background was going from a philosophy major to working in a relatively technical field. In SEO you clearly are able to use both the left and the right side of your brain, so the communication skills matched with the technical skills. That’s challenging for a lot of SEOs to bridge that gap. Eventually in your career you move outside of the publishing space into your existing role. Tell us a little bit about what you’re doing at Mozilla and why was this the right place for you?

Raphael:           What am I doing? It’s like I’m doing SEO for Mozilla. I’m sitting in marketing. That was the first time in marketing. I think, I don’t know, almost the first questions you wanted to ask me is, “How did you get started in marketing?” Actually, I’m working in marketing since now two years nearly. In February, I will be two years at Mozilla. And it’s my first marketing job. But I don’t see it just as a marketing job as well, the whole marketing department that Mozilla is doing way more just marketing. It is the same in publishing. It’s like, yeah, of course it is marketing. You market your concerns of your publishers, of your journalists, but at the end it is more it is important. And that’s what I’m doing here as well.

Raphael:           I’m really into the mission of the Mozilla. Mozilla is the player on the web, producing a lot of code in open-source and always with the whole society and the whole internet and accessibility in mind. So, we’re not just building products, but we try to make the internet a little bit better place. Journalism tries to build transparency for societies, so I want to use my skills and my knowledge, not just to earn money and have a good career, but to do something what is my interest, what excites me, but what is at the end good for all of us. And Mozilla felt like the right place because I wanted to go bigger. I really like big websites.

Raphael:           And even though most know us just for our browser, at the end we have so many websites and they’re all together so huge. I think Ahrefs had lately a study and mozilla.org is the 30th biggest linked domain on the internet. By traffic, I think we are 110th place or something like that. Because there is a lot of interest in the browser, a lot of problems, a lot of open-source code, a lot of stuff to learn. Our developer network, for example, to learn HTML, CSS and I think JavaScript. So it’s a lot of content, a lot to organize. And as you listened before, I like to organize good content for a good cause. And it’s a huge player, I like the mission and I like the challenge. Because when I started we had a lot of problems with international SEO, and that was something I always wanted to go to. And fortune, the publisher, Spiegel Online has, or it’s now just Der Spiegel, they moved their brand, they have an English part of the website as well, but it is not huge, and I wanted to do SEO languages I do not even understand.

Raphael:           Sometimes I just like to overwhelm myself, so that’s why it was the right move. I was very sad because it’s a great team and I love Spiegel Online and I still miss my colleagues, even after two years. That was really not an easy choice, but at the end you have to grow. It’s like I said before, I get bored when I know what I will do the whole day.

Ben:                 So, I can connect the dots in terms of understanding why you’d be interested in Mozilla. One of the things that is interesting to me is how it’s a foundationally different SEO challenge, where you’re working in media publishing, a lot of the content that you’re producing is quickly consumed content, and then going into Mozilla, I actually didn’t think there would be a ton of content, I thought it was a browser and an email client and more like, “Hey, we’ve got these five to 10 products and we have a blog.” Why is there a lot of content on the Mozilla site and how is working on what you do now different than media and publishing?

Raphael:           Yeah, like you said, it’s the fastness. It’s completely different. You have to do decisions in journalism sometimes in minutes. Because you want to be fast, you have to be fast, people want to be informed, you want to keep them off from fake news sources, which, I don’t know, directly write something when something happens. You want to give them the right information as fast as possible. That was the challenge in journalism, that’s not the challenge right now anymore. And yeah, there’s a lot of content. There’s, for example, subdomain developer.mozilla.org, which is a huge knowledge base for developers, where it’s basically every function in HTML, CSS and JavaScript explained and we have examples there. That’s tons of content.

Raphael:           And because Mozilla’s mission, like you said before in introduction, is accessible for all, a free internet accessible to all, we have a huge community. So, it’s not just the foundation and the corporation, there’s a huge community, a Mozilla community, translating all of these articles and websites and there’s tons of content in, I don’t know, nearly 100 languages. And that makes it complex and I like complexity and I like to reduce it and make it usable for people all over the world, even for small locales where there’s maybe a community of three people, and in general not much people are living in, I don’t know, tell me a small country, Latvia or something like this. I’m pretty sure most of our important pages are translated into Latvian as well, let me check that later so I’m not talking something which isn’t true right now. But that’s super interesting. And to work with people who voluntarily work for your, not company, but for your mission and translate marketing content and knowledge-based content and even code, still we get a lot of contribution in code. And it’s awesome.

Raphael:           So it’s a feeling of doing the right thing and still learning so much about SEO. I never did international SEO and, as everyone will confirm, it’s a hell. I’m not sure why Google still hasn’t figured that out. If they would completely figure out languages and would not have a problem there, we would not have to work so hard to get it right. It’s honestly something that feels a little bit like, I don’t know, the beginning of SEO where you could spam, you can spam with every mechanic in the algorithm, but mostly you did it because Google doesn’t understand what you’re doing there. And so you have to translate it to a small technical child and international SEO feels a bit like that. But once you have it right, you see that your content is scalable. Wow, it’s amazing.

Ben:                 Lots of new challenges in the new role. The last question I have for you is, as you look back on your role, you started off as a philosophy major, you got your master’s, eventually transitioned into SEO from a hobby, a side business, it became your career, for the philosophy majors that are out there for the people that have different interests that are outside of SEO but are considering getting into the field, you’ve obviously had a successful career and this was not your original intent, what advice do you have for people that are early on in their SEO career to try to have the same type of success that you’ve had?

Raphael:           I think the most important part is always be curious. If you don’t like something you can make a career but you will not you happy while doing that. So, find your career where your real interest is and don’t be afraid to change your career sometimes. Yeah, changing from philosophy to SEO, even though I did both, but I did of course more university and more philosophy than I did SEO back in the days. When you are curious, when you’re interested, when you’re burning for a field, just go for it and you can teach yourself so much. It’s awesome. And I met so many great SEOs showing me so much things about management, so much about, I don’t know, tricks and tips. But at the end you can teach yourself, but reach out to skilled people. Most of the people really like to give advices and they will talk to you, even the big names. Reach out to me, write me on Twitter or something and I will try to help you. The community sometimes is a little bit weird, but most of the time it’s really helpful.

Ben:                 It’s one of the reasons why we do this podcast is the SEO community is one that is a vibrant and active and also very welcoming, right? SEOs just generally try to share best practices. It’s one of the things that I appreciate and I’ve really learned while doing the Voices of Search podcast. Well, Raphael, I appreciate you coming on the show, I appreciate you telling us about your experience. You’ve clearly had a lot of success and I love the mission that you’re working on and thanks for being our guest on the Voices of Search podcast.

Raphael:           Thank you, Ben. Was a pleasure talking with you.

Ben:                 Okay. And that wraps up this episode of the Voices of Search podcast. Thanks for listening to my conversation with Raphael Raue, head of global SEO at Mozilla. If you’d like to learn more about Raphael, you can find a link to his LinkedIn profile in our show notes. You can shoot him a tweet, his handle is Raue, R-A-U-E, again, it’s R-A-U-E, Raue, or you can visit his company’s website, which is Raue.it, R-A-U-E.it.

Ben:                 If you have general marketing questions, if you’d like to talk to me about this podcast or if you’re interested in being a guest on the Voices of Search podcast, you can find my contact information in our show notes. You can send me a tweet, our handle is Voicesofsearch, or you can reach out to me personally, my handle is BenJShap, B-E-N-J-S-H-A-P.

Ben:                 If you’re interested in learning more about how to use search data to boost your organic traffic, online visibility, or to gain competitive insights, head over to searchmetrics.com/freetrial for a complimentary risk free trial of their Searchmetrics Suite and content experience tools.

Ben:                 And if you liked this podcast and you want a regular stream of SEO and content marketing insights in your podcast feed, hit the subscribe button in your podcast app and we’ll be back in your feed soon. All right. That’s it for today, but until next time, remember, the answers are always in the data.


3 Things an SEO Learned During Her First PPC Campaign Build

This SEO turned PPC for a very niche client project. We wanted more insights into what was converting for our client to stop guessing and start using data to make better keyword choices that resonate with our audience. So we paused our SEO engagement and pivoted to a PPC campaign.  

When I raised my hand to give this whole PPC thing a go, I really didn’t know what I was getting myself into. All I knew was that it would make me an overall better practitioner if I tactically knew how a PPC campaign was built, here’s what I learned.

Start With Keyword Research 

We had a head start on keyword research as the client approved our keyword proposal and matrix for a majority of the pages promoting our clients’ enterprise product. What I didn’t know was that a PPC campaign also starts with keyword research. I had the assumption that the process went: Campaigns >Ad Groups > Keywords, but more on that later. 

Knowing that both SEO and PPC start with keyword research made me think of a more integrated approach to sharing our data. At Seer, we do our keyword research together at the client kickoff. This made me think of other times we (SEO) iteratively do keyword research for our clients and how we could collaborate across divisions.

It could be a simple thing like tagging your PPC manager, “FYI seeing those keywords in striking distance for our client” when doing content audits and even metadata updates. Our PPC counterparts tweak, adjust, and add to campaigns regularly, insights into what we’re seeing on the organic side could make these money-saving tweaks an easier lift. 

Building Ad Groups 

I asked my PPC desk-mate, Emily Pollock, why PPC starts with keywords and not Ad Groups that focus on themes or benefits of my clients’ main enterprise product. Being in SEO, I thought: If I start with why this product could benefit users (audience first) and identify pain points, wouldn’t my keywords fall into place?

Short answer: No.

Long Answer: You work keywords into ad copy because depending on what the user inputs into their search, those keywords could be bolded if they match, like an organic meta description, enticing the user to click through. In SEO, we could leverage the Click-Through Rate (CTR) of PPC Ad Group performance and see which keywords in each Ad Group are getting the most engagement. You can use those keywords in your page copy and/or metadata (especially your meta description). 

In SEO, we look at the keywords a page is ranking for and optimize those keywords that are doing well, the keywords in striking distance, or keywords that competitors are ranking for where our client is not. We target keywords based on the content of the page or we suggest additional copy if we need to incorporate certain keywords. This is not necessarily the case in PPC. While landing page quality and relevance is a factor in Quality Score, you do not have to have the exact copy or keywords on the landing page itself. 

The more important aspect of a landing page is if users can convert easily. For SEO, this could be adding a CTA at the top of the page, above the fold, for my PPC counterpart to potentially use the page as a Landing Page.

While I gained valuable insights about PPC during my first campaign build, I also took note of better ways to integrate and collaborate with my PPC counterpart:

  • Share SEO keyword research with your PPC team for content audits and metadata updates. Our PPC counterparts tweak, adjust and add to campaigns regularly; insights into what we’re seeing on the organic side could make these money-saving tweaks an easier lift
  • Look at which PPC Ad Groups have a high click-through rate. Take note of the keywords in each ad group and use those keywords in your page content and meta descriptions
  • Optimize pages so users can convert, think CTAs at the top of the page as well as the bottom

Want more integrated tips? Read PPC and SEO Powers Combined.

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