Are you Team SEO or Team SEM? What if we told you that by combining these two forces, you could boost both SEO & SEM at the same time? You’ll be happy to know – you can. But first, let’s make sure you have a solid foundation. Do you feel like you're all in this together, or do you feel like there are some independent islands where people only care about their own goals? The latter is a common scenario. Sometimes, it can be far too easy for marketers to work in silos and focus only on keyword rankings or CPC ad performance. Whichever team you're currently on, digital marketing is more powerful when teams work together. We’ll show you how to build a foundation of paid and organic synergy. Watch now and learn the strategies and benefits of aligning paid and organic efforts to maximize your marketing team's ROI. You'll discover how to: - Integrate paid and organic search marketing in your marketing strategy. - Build a new paid search campaign using organic insights. - Optimize existing paid initiatives with organic insights. Conductor's VP & Head of Account Success, Michael Bruh, and LibbyInside's CEO & Founder, Daniel Olduck, will demonstrate how to build a strong, synergistic organic and paid foundation. Many companies still struggle to navigate the complexities of paid insights and leverage SEO best practices for paid landing pages. This webinar explains how to maximize spending and boost performance by bringing SEO and SEM teams together.

2. ● Intro
● Creating a Synergy Plan
● Synergy Use Cases
● Q&A
Agenda

3. Michael Bruh
VP & Head of Account Success
Conductor
mbruh@conductor.com
linkedin.com/in/michaelbruh/
Daniel Olduck
Founder, CEO
Libby Inside
daniel@libbyinside.com
linkedin.com/in/danielolduck/

4. ENTERPRISE ORGANIC MARKETING PLATFORM
Insights
Unlock AI-driven customer,
competitive, technical and content
intelligence
Agility
Increase productivity with
real-time site optimization
and collaboration
TRUSTED BY 3,500+ BRANDS AWARDS AND ACCOLADES
9/10
Rating on
TrustRadius -
Highest in the
industry
LEADER
Leader of the Forrester
Wave: SEO Platforms in two
consecutive reports
(2020 & 2018)
#1
Rated “Best SEO
Software” for
Enterprise on G2
Measurement
Uncover content ROI
with complete web
visibility tracking

5. POLL:
WHAT ROLE DO YOU
FOCUS ON?

6. Some Things are Better Together!
Billie Eilish & Damon Albarn
Fortnight & Marvel
Louis Vuitton & Supreme
David Bowie & Queen
Peanut Butter & Jelly

7. Increase Sales
Improve Conversion Rate
Test Content & Messaging
Measure Media Campaign Impact on
Market Share
Increase Non-Brand Traffic Volumes
SEO &
PPC
….and SEO & PPC!

8. Create Cross-Team Business Goals for Synergy
- Keyword & Topic Trends
- Copy / Messaging
- User Behavior
Sharing Insights
- Save / Re-allocate
PPC funds
- Incremental Traffic /
Sales
- Optimize Landing
Experiences
Driving Efficiencies

9. Ideal Synergy Task-Force
PAID LEAD
Stakeholder who can
influence PPC keyword &
budget decisions
ORGANIC LEAD
SEO Stakeholder, holds
the keys to SEO
knowledge and changes
CONTENT LEAD
Stakeholder who helps
control content calendar
and new page creation
.COM OWNER
Stakeholder who can direct
landing page UX changes
and experiences

10. Creating a Synergy Plan Outline
1
SEO Deliverable Framework
Map a list of Synergy-centric deliverables alongside SEO efforts. Focused on driving
cross channel insights, and efficiencies
PPC + SEO teams would need feedback loop to take insights and make actions
Month 1
Synergy Deliverable Framework
Month 6

11. POLL:
HOW OFTEN DO YOU COLLABORATE
WITH SEO / PPC TEAMS?

12. So let’s look at some use cases…

13. Helping
Brands Bring
Digital Inhouse
Save money and improve
performance by bringing digital
execution closer to their customer
Provide unique hybrid talent
solutions beyond traditional
agency solutions

14. Creating
Keyword
‘Hotlists’
Show Value of
SEO with Paid
Data
Review
Holistic Traffic
Impact
Understand
Coverage by
Category
Review Brand
Coverage
Overlap
Fix Monitoring
Gaps
SUCCESSFUL SYNERGY
USE CASES
must be actionable…
must be impactful…
must be repeatable…
…and as simple as
possible

15. Balancing Holistic
Search Traffic
For Synergy success - you must align goals between teams
and look beyond channel reporting in silo
● Organic / Paid traffic ratios may shift as you execute
● Monitor impact to Paid, Organic + Direct together
● Perform tests in specific geographies to isolate data
Data Sources:
- Analytics Tool - PPC + SEO + Direct
Traffic/Revenue/Leads
CHANNEL
SHARE
TOTAL
GROWTH
5,343

16. “
CREATE
KEYWORD
CLUSTERS FOR
BOTH TEAMS
BASED ON
ACTIONS
High Spend + Good SEO High Spend + Poor SEO
- Compare Landing Pages
- Explore Synergy Testing
- New SEO content
- Evaluate PPC relevancy
Gaps in SEO / PPC Data
High Spend - ‘Striking
Distance’ SEO
- Add to SEO tool
- Test on PPC
- SEO tweaks on pages
- Review ‘Quality Score’

17. “
CREATE
KEYWORD
CLUSTERS FOR
BOTH TEAMS
BASED ON
ACTIONS
High Spend + Good SEO High Spend + Poor SEO
- Compare Landing Pages
- Explore Synergy Testing
- New SEO content
- Evaluate PPC relevancy
Gaps in SEO / PPC Data
High Spend - ‘Striking
Distance’ SEO
- Add to SEO tool
- Test on PPC
- SEO tweaks on pages
- Review ‘Quality Score’

18. “
CREATE
KEYWORD
CLUSTERS FOR
BOTH TEAMS
BASED ON
ACTIONS
High Spend + Good SEO High Spend + Poor SEO
- Compare Landing Pages
- Explore Synergy Testing
- New SEO content
- Evaluate PPC relevancy
Gaps in SEO / PPC Data
High Spend - ‘Striking
Distance’ SEO
- Add to SEO tool
- Test on PPC
- SEO tweaks on pages
- Review ‘Quality Score’

19. “
CREATE
KEYWORD
CLUSTERS FOR
BOTH TEAMS
BASED ON
ACTIONS
High Spend + Good SEO High Spend + Poor SEO
- Compare Landing Pages
- Explore Synergy Testing
- New SEO content
- Evaluate PPC relevancy
Gaps in SEO / PPC Data
High Spend - ‘Striking
Distance’ SEO
- Add to SEO tool
- Test on PPC
- SEO tweaks on pages
- Review ‘Quality Score’

20. “
CREATE
KEYWORD
CLUSTERS FOR
BOTH TEAMS
BASED ON
ACTIONS
High Spend + Good SEO High Spend + Poor SEO
- Compare Landing Pages
- Explore Synergy Testing
- New SEO content
- Evaluate PPC relevancy
Gaps in SEO / PPC Data
High Spend - ‘Striking
Distance’ SEO
- Add to SEO tool
- Test on PPC
- SEO tweaks on pages
- Review ‘Quality Score’

21. Track PPC terms for SEO coverage
● Initial comparison may show significant gaps
● Create process to share PPC keywords / ‘search terms’
● Set threshold for spend inclusion in SEO monitoring
Data Sources:
- PPC Keyword / Search Term Reports
Use Cases
21
Gaps in tracking PPC terms for organic coverage limits synergy opportunity

22. Show Value of SEO coverage in $$
● Combine SEO coverage with PPC CPC to estimate
paid traffic value
● Show traffic and cost impact when building business
cases for more resources
● Can help further justify investment in Content, and
SEO Focus Areas
Data Sources:
- SEO tool coverage
- Conductor Paid & Organic Optimizer
Use Cases
22
PPC data helps SEO teams translate their wins to revenue or savings
Conductor: Paid & Organic Optimizer

23. Understanding SEO Coverage on PPC Categories
● Compare your SEO coverage against your PPC
categories of spend
● Identify the highest risk areas where you risk to lose
holistic Search coverage
● Position 1-3 & Page 1 coverage most important in
decision
Data Sources:
- SEO keyword rank
- PPC keyword-level spend/performance
Use Cases
23
Weakest SEO
Category
Strongest SEO
Category
Use SEO data to help influence PPC budgeting decisions

24. Understanding Brand Overlap
● Monitor impact through Average CTR of Brand
terms
● Brand traffic can be estimated comparing gain/loss
across channels
● Brand coverage aggressiveness also depends on
landscape - is it competitor or reseller?
Data Sources:
- Google Search Console - Brand Keyword CTR
- Google Ads - Brand Keyword CTR
24
Query: {BRAND}
Use Cases
Identify Brand coverage incrementality through both Organic + Paid via CTR%

25. In Conclusion
This is a great time to breakdown
silos and use synergy to facilitate
collaboration
Process
Form a Task Force, create a meeting
cadence (start weekly, move to bi-weekly
then monthly)
It all starts with…
Technology
Remember, tech drives agility and data-driven
insights. Create a BI dashboard to share data
and insights
Metrics
Create Synergy metrics and put a stake in the
ground on goals Measure and materialize
People
Be the champion and find your counterpart in
the SEO / Paid Search team
Process
Form a Task Force, create a meeting
cadence (start weekly, move to bi-weekly
then monthly)