Ric Rodriguez presents tips on maximizing media campaigns through SEO. He discusses three key areas: planning by using search data insights and identifying user questions; activation by aligning SEO with PR and supporting campaigns; and measurement using branded searches, local metrics, and comparing results pre-and-post campaign. The presentation provides 33 tips for collaboration between SEO and media teams to drive more value from above-the-line advertising campaigns.

1. @RICRODRIGUEZ_UK SLIDESHARE.NET/RICRODRIGUEZ1
MAXIMISING MEDIA THROUGH SEO:
HOW TO DRIVE MORE FROM YOUR
ATL CAMPAIGNS
RIC RODRIGUEZ // iProspect //

2. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Maximising Media Through
SEO; How To Drive More From
Your ATL Campaigns

3. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Hi I’m Ric and I am a self
confessed marketing geek

4. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
I’ve worked for agencies,
start ups and client-side

5. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
And helped major brands
grow their online business

6. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
I currently lead an SEO
team at London

7. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Working closely with
our sister agency k

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To build multi-channel
solutions for our clients

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Marketing is about mental
and physical availability

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Mental availability is making
customers think about you

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Physical availability is about
being there when they do

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Above the line is great for
building mental availability

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But with £1 in every £5
now being spent online
Source: The Telegraph, August 2018

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Physical availability is
becoming hard to maintain

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Digital ad spend currently
makes up ~63% of the total
Source: Emarketer, August 2018

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But despite search being a
key ”online shopping aisle”

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SEO is often not considered
as part of the media plan

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But search and media can
be a powerful partnership

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So, how do we capitalise on
this massive opportunity?

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Great ideas are not always
the simplest to execute

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Three key areas: planning,
activation, measurement

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Thirty ideas designed to
help get you started

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Planning

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Search data is amazingly
insightful and it’s free – use it!
Tip #1

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Ask your SEO team to
identify core user questions
Tip #2

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SEO isn’t just about Google
– consider the alternatives
Tip #3

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Wherever your content sits
online, it can be optimised
Tip #4

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SEO isn’t direct response;
give the team time to work
Tip #5

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Media campaigns can be
great for driving new links
Tip #6

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Brief IT well in advance, if
you need website changes
Tip #7

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And consider how new
assets will fit into the flow
Tip #8

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(And where they don’t add
value, keep them off site)
Tip #9

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Don’t invest in media unless
you’re visible on page one
Tip #10

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Activation

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Using websites in CTAs is a
hard sell - try “search for”
Tip #11

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Make your CTAs branded;
it’s easier to rank for these
Tip #12

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Align SEO experts with PR
to capitalise on coverage
Tip #13

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And think about how SEO
can support post-campaign
Tip #14

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If you’re activating in-store,
make sure you’re on GMB
Tip #15

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Or build out a site section
for a new product launch
Tip #16

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Microsites sound cool, but
can be an SEO headache
Tip #17

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Don’t make “vanity” site
changes for the campaign
Tip #18

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But use SEO to reinforce
the campaign message
Tip #19

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Communicate throughout –
this is absolutely critical
Tip #20

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Measurement

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Branded searches make for
a great measurement tool
Tip #21

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And you can compare
demand changes by city
Tip #22

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Your media campaigns may
also impact generic queries
Tip #23

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(If you’re an SME, you can
benefit from this for free)
Tip #24

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Use search conversion data to
prove your effectiveness
Tip #25

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Google my business offers a
number of ”local” metrics
Tip #26

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Keep measurement simple;
use KPIs that make sense
Tip #27

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E.g., don’t measure sales
if your goal is awareness
Tip #28

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Remember, any site change
could impact SEO results
Tip #29

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So, know what else is going
on when using SEO metrics
Tip #30

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Bonus round

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Paid search can be great for
trying out CTAs / metadata
Tip #31

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Test campaign messaging
on DSAs for more insight
Tip #32

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Don’t pay for clicks; turn off
PPC where SEO is strong
Tip #33

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To summarise

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The impact of ATL on
SEO can be substantial

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Collaboration is the key
to success across both

63. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
Think SEO when planning,
activating and measuring

64. @ricrodriguez_uk ricrodriguez.co.ukiprospect.com
To drive more value from your
media campaigns

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Thank you!
Tweet me – @RicRodriguez_UK