Seo and Retargeting for the Data Driven Marketer

SEO and Retargeting for the

Data-Driven Marketer

Hafez AdelSenior Director of Marketing

ReTargeter.com

Prashant PuriCEO / Co-Founder

AdLift.com

AdLift – Delivering Search ROI

Meaningful Metrics for SEO – Webinar – 6th March 2012

Presented by:Prashant PuriCEO & Co-Founder, AdLift.com

76 Million SEO Visits

Every Month, We Manage

Some of our Clients

AdLift Is An Advisor to Leading Industry Events and Search Journals

ADLIFT CONFIDENTIAL 5

Online Marketing Services that Drive Market Share

PILLAR 1

Search Engine Optimization (SEO)

• Data Mining & Keyword Research

• Content Strategy• Technical SEO and Platform

Architecture• Link Development

PILLAR 2

Search Engine Marketing (SEM)/PPC

• Competitor Research• Ad Budget Optimization• Predictive Modeling• A/B Multivariate Testing

AdLift’s Pillars of

Expertise

Tracking & Measuring Performance

Strategy & Planning

What’s the one metric that’s common across all geographies?

REVENUE!

The only way we can make MORE money is if we track it…Correctly!

MEASURING KEY

PERFORMANCE INDICATORS

TRACKING PERFORMANCE

The SEO Process .

On Page Optimization

Off Page Optimization

Keyword Analysis & Research

Tracking

Competitive Analysis

Site Analysis

Development/Execution

The SEO Process – Keyword Analysis .

On Page Optimization

Off Page Optimization

Keyword Analysis

Tracking

Competitive Analysis

Site Analysis

Development/Execution

Conversion Driven SEO: Keyword Research – Targeting the Right Keywords

Analyze Keyword Search Volume

Cross reference w/ PPC & SEO

Data

Target w/ link building

Analyze Keyword Search VolumeAnalyze

Keyword Search Volume

Cross reference w/ PPC & SEO

Data

Target w/ link building

Source: Google Keyword Tool

Cross Reference with PPC & SEO DataAnalyze

Keyword Search Volume

Cross reference w/ PPC & SEO

Data

Target w/ link building

Data from Google Keyword Tool

Keyword Ranking Tool PPC Data

Create SEO/Link Development Keyword TargetsAnalyze

Keyword Search Volume

Cross reference w/ PPC & SEO

Data

Target w/ link building

Bottom 7High Conversion

RateLow Hanging

Fruit

Create Link Development Targets – Grouping by Landing Page

Building links with variation on anchor text for the same landing page is an effective link building

strategy

Keyword Analysis: Tracking Performance

•< 5K Searches/Month

•> 4 keywords/phrase•Digital cameras under 100, best digital cameras under 200

• <50K & > 5K Searches/month

• > 2 Kws & < 4 Kws/phrase

• cheap digital cameras

• Brand terms• ebay, ebay.com

• > 50K Searches/Month

• < 2 Keywords/phrase

• cameras, digital cameras

Head Brand

TailTorso

Keyword Analysis: Tracking Performance (Cont..)

Project 1: Head Terms

Project 2: Tail Terms

The SEO Process: Competitive Analysis .

On Page Optimization

Off Page Optimization

Keyword Analysis

Tracking

Competitive Analysis

Site Analysis

Development/Execution

Competitive Analysis: Tools

• Compete – www.compete.com

• Open Site Explorer (SEOMoz) - http://www.opensiteexplorer.org/

• AHREFs - https://ahrefs.com/

• SearchMetrics – searchmetrics.com

• comScore – Source/Loss Report – comscore.com

• Quantcast – www.quantcast.com

• SearchLight by Conductor - http://www.conductor.com/searchlight

• Advanced Web Ranking Tool - http://www.advancedwebranking.com/

Track Competitive SEO Visibility

Source: SearchMetrics

How Do My Competitors Rank?

• Advanced Web Ranking– Control– Fixed Pricing

• SEOMOZ Rank Tracker– Online– Bundled

• Raven Rankings Tracker– Online– Bundled

Link Analysis: Are You Winning ?

Ebay.com

Walmart.com

BestBuy.com

Source: aHrefs

Keyword Level Link Profiling

• Use SEOMoz to analyze anchor text distribution

These 7 columns from SEOMoz Keyword Difficulty Tool.

http://www.seomoz.org/keyword-difficulty/

These 4 columns from SEOMoz OpenSiteExplorerhttp://www.opensiteexplorer.org/

The SEO Process – Site Analysis .

On Page Optimization

Off Page Optimization

Keyword Analysis

Tracking

Competitive Analysis

Site Analysis

Development/Execution

Site Analysis/Tracking: Tools

• Google Webmaster Tool has come a long way. You can now –

• Monitor internal links

• Monitor external links

• Evaluate site performance

• Project traffic/revenue based on search query analysis

• Track duplicate Title/Meta Tags

• Track crawl errors

• Submit sitemaps

Search Query Analysis

Great for creating keyword segments

Measuring Performance

• Keywords• Landing Pages Keyword

• Page & Domain Authorities• Keyword level trackingCompetitive

• Internal Links• External Links• Crawl Stats

Site

Track Changes in Keywords and Landing Pages

• Keywords• Landing Pages Keyword

Track Competitive Domain and Page Authorities

• Page & Domain Authorities• Keyword level trackingCompetitive

Source: SEOMoz - http://bit.ly/bEPhsD

Leverage & Measure Interlinks, External Links

• Internal Links• External Links• Crawl Stats

Site

To Sum it Up !

• Go after keywords that convert – the low hanging fruit !

• Know your competition – Are you winning ?

• Analyze & Track the ins & outs of your site

• Measure Performance – Track everything !

AcquireAmplify

Advance

Prashant PuriCEO & Co-FounderAdLiftprashant@adlift.com

SEO + Retargeting

Research & Analysis

Drive Traffic (SEO)

Convert Traffic

(Retargeting)

Gather Data

Search Engine Optimization

Retargeting

What is Retargeting?Focus your ads on people who have visited your

site, but left without converting

How Does Retargeting Work?

Place code on your site

Users visit your site and receive an

anonymous cookie

Users browse other sites and begin to

see your ads across the web

Why Use Retargeting?

Reach & Brand Awareness

Brings Users Back

Performance

Show the right ads to the right people.

Over 95% of users leave websites without converting, and over 72% of users abandon their shopping carts.

Repeated impressions look bigger online

Retargeting Best Practices

1. Frequency Caps

What: A limit on how often cookied users will see your ads during a given period of time.

Why:– Avoid banner blindness– Preserve ROI– Respect your users and your brand

2. Burn Code

What: Tracks conversions and removes people from retargeting campaigns

Why:– Avoid redundant ads– No wasted impressions

3. Audience Segmentation

What: Different codes for different sub-pages

Why:– Increased relevance– Align retargeting with other marketing channels

4. Demographic, Geographic & Contextual Targeting

What: Overlay 3rd party data on your retargeting campaigns

Why:– Increased precision– Superior performance and ROI

5. View-Through Conversion Window

What: Determine length of time a view-through conversion will be attributed

Why:– More precise metrics– Avoid conflation with other touchpoints and

marketing channels

6. Rotating Creatives & A/B Testing

What: Experimenting with different creatives throughout your campaign

Why:– Uncover valuable insights– Improved ad performance– Data-driven decision-making

Key Points• Segment your audience for increased

relevance• A/B test creatives and landing page to

continuously optimize your campaign • Understand how SEO and retargeting fit into

your overall funnel• Align retargeting with existing marketing

channels for maximum impact

Thank You