Set It But Don’t Forget It: Shawn Cohen on SEO

After lunch, where attendees of Confluence chatted and feasted on a catered fajita bar, Shawn Cohen took the stage to discuss SEO with the audience. Shawn is the Senior Associate of Online Marketing at TXU Energy and showed the audience some tips and tricks on how to setup a PPC campaign with SEO in mind.

“First off, never take PPC advice from an SEO,” he joked.

Throughout the presentation, Cohen reiterated an important guiding tip and the “number one rule of PPC”:

Set it, but don’t forget it.

“There’s no autopilot with this,” he said. “No launching your campaign and only checking back on it six months from now.”


If you don’t know where to jump in:

  • Start with your brand name. 
  • Look at a SEO keyword report.
    This report tells you when you punch in domain name, how many keywords you rank for organically
  • Launch your brand campaign
    In launching a brand campaign, you’ll wear four hats. For some of you, you’re already doing this. The four hats you’ll wear are: manager, copywriter, analyst and salesperson.
  • Utilize Adwords paid and organic reports
    You can download the spreadsheet, and you can see clickthrough rate.
    You can also see negative keywords – you want to know negative keywords, but you don’t want to bid on them. You don’t want to bid on keywords that aren’t making you money.

So what do you look at once your campaign is up and running?

You’ll want to pay attention to what keywords are high-cost and underperforming; are there keywords that are costing you money, not making you money?

Additionally, you’ll want to cultivate a content marketing ecosystem. 

Start with a good content piece. Once you’ve created that content, you’ll want to be able to take the piece and turn it into small, easily shareable bites on social media. You’ll want it to be SEO optimized (links and keywords), and finally, you’ll want to consider paid media (PPC and paid social media).

Don’t forget how instrumental remarketing can be.

“Remarketing is when you look at that awesome pair of shoes online, and then they follow you everywhere,” Cohen said. Remarketing is a chance to gain those customers who didn’t follow through with your product or service.

The good news is, remarketing on smaller budgets is especially simple. And a great way to do that? Facebook.

Facebook is a very cost-effective way to remarket to customers. Just think about the last time you browsed an online store and logged into Facebook later on, only to find an ad related to the very thing you were shopping for! Remarketing puts that product back in the forefront of your mind – and from your brand’s standpoint – it’s a way to put your brand back at the front of your customers’ minds.

And remember, set it but don’t forget it!


To connect with Shawn, follow him on Twitter or visit his website,