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Jon Morris, CEO and Founder, Rise Interactive will take you on a deep dive into understanding the key data points that will help you move the needle with your SEO investment. This session will go beyond the basics of search engine optimization and will give actionable items around Prioritization, Content Development and the Analytical data points you should be monitoring. Attendees will also learn about the growing practice of Interactive Investment Management and how to manage their online spend in a manner that will produce higher ROI. Morris will use real world examples drawn from his experience working with some of the world’s largest and best known brands on how to create your own SEO roadmap. The Roadmap looks at 6 key factors in determining the appropriate way to prioritize your SEO efforts. These factors include: Analysis of a keywords by category Current coverage in the category against all others An understanding of content needs Probability for ranking success The relevance of the keywords to your business Your estimated ROI
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SEO Category AnalysisJon Morris, CEO of Rise Interactive
AT&T Stock Market Challenge
April 7, 1992
9 Internet Marketing Channels
The IIM Challenge
Same Budget
Same Company
One Winner
The IIM SEO Challenge
‐ Poll Question 1: Do you think you
would win the IIM SEO challenge?
© 2011, Rise Interactive, Inc. All Rights Reserved. 6
‐ 2002: Schnitzelmitkartoffelsalat
‐ 2004: Seraphim Proudleduck
‐ 2005: Hommingberger Gepardenforelle
‐ 2006: Redscowl Bluesingsky
SEO Contests
© 2011, Rise Interactive, Inc. All Rights Reserved. 7
SEO Blocking and Tackling
© 2011, Rise Interactive, Inc. All Rights Reserved. 8
‐ Prioritization
‐ Content Development
‐ Analytics
Competitive Edge
© 2011, Rise Interactive, Inc. All Rights Reserved. 9
1. Category Analysis
2. Category Coverage
3. Content Analysis
4. Probability of Success
5. Relevance
6. Estimate ROI by Category
Create SEO Roadmap
Prioritization
Category Analysis: Identification
© 2011, Rise Interactive, Inc. All Rights Reserved. 10
Category Analysis: Rank
© 2011, Rise Interactive, Inc. All Rights Reserved. 11
Category 1 Rank
Category Term 1 11
Category Term 2 43
Category Term 3 35
Category Term 4 10
Category Term 5 38
Category Term 6 82
Category 2 Rank
Category Term 1 5
Category Term 2 3
Category Term 3 7
Category Term 4 14
Category Term 5 1
Category Term 6 17
Color Code
Ranking Well 1‐10
Room for Improvement 11‐30
Needs Improvement 31‐100
Not Ranking NR
Category Coverage
© 2011, Rise Interactive, Inc. All Rights Reserved. 12
Your Site
Category Analysis: Traffic
© 2011, Rise Interactive, Inc. All Rights Reserved. 13
Category Traffic
Category 1
Category 2
Category 3
Category 4
Category 5
Category 6
Color CodeLots of Traffic
Some Traffic
None to Little Traffic
Category Analysis: Traffic
© 2011, Rise Interactive, Inc. All Rights Reserved. 14
Category 1 Keywords
Category 2 Keywords
Content Analysis
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Category Content Analysis
Category 1
Category 2
Category 3
Category 4
Category 5
Category 6
Color Code
Lots of Content
Some Content
None to Little Content
Probability of Success
© 2011, Rise Interactive, Inc. All Rights Reserved. 16
Category 1
Companies # of Links Link Quality
Your Company 12,024 6
Competitor 1 1,312,078 8
Competitor 2 978,045 7
Competitor 3 50,457 9
Competitor 4 16,523 7
Competitor 5 186,687 9
Probability of Success
© 2011, Rise Interactive, Inc. All Rights Reserved. 17
Category 2
Companies # of Links Link Quality
Your Company 12,024 6
Competitor 1 1,312 4
Competitor 2 9,045 3
Competitor 3 50 5
Competitor 4 6,523 5
Competitor 5 186 3
Relevance
© 2011, Rise Interactive, Inc. All Rights Reserved. 18
Category Relevance
Category 1
Category 2
Category 3
Category 4
Category 5
Category 6
Color Code
Very Relevant
Somewhat Relevant
Not Relevant
Estimated ROI
© 2011, Rise Interactive, Inc. All Rights Reserved. 19
Category CTR Conv. Rate AOV Margin
Category 1 1% 5% $120 20%
Category 2 3% 4% $100 20%
Category 3 8% 10% $180 50%
Category 4 0.5% 0.5% $60 10%
Category 5 5% 15% $160 50%
‐ Paid Search Analytics
‐ Web Analytics
Estimated ROI
© 2011, Rise Interactive, Inc. All Rights Reserved. 20
Category 1 Estimated ROI
Keyword Position Imp CTR Clicks Conv. Rate Conv AOV Margin
Keyword 1 2 1,200,342 1% 12,003 5% 600 $120 20%
Keyword 2 1 872,232 3% 26,227 4% 1,049 $100 20%
Keyword 3 1 1,763,298 8% 141,064 10% 14,106 $180 50%
Keyword 4 4 432,987 0.50% 2,165 0.50% 11 $60 10%
Keyword 5 1 12,783 5% 639 15% 96 $160 50%
Total 1.6 4,283,642 4% 182,098 9% 15,862 $172 48%
SEO Road Map
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Category Coverage Traffic Content Probability of
Success
Relevance Estimated ROI
Category 1
Category 2
Category 3
Category 4
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‐ Web Site
‐ Aggregated Content
‐ User Generated Content
‐ Newly Developed Content
Content Development
Optimizing your SEO Program
© 2011, Rise Interactive, Inc. All Rights Reserved. 23
‐ Poll Question 2: How well do
you use web analytics to
optimize your search engine
optimization program?
IIM in Its Infancy
1792 2011
‐ Top 5 Positions In Search Engines
‐ Account For 43% Of Clicks
Source: Slingshot SEO via http://www.seomoz.org/blog/mission‐imposserpble‐establishing‐clickthrough‐rates: June 2011
Web Analytics
Web Analytics
© 2011, Rise Interactive, Inc. All Rights Reserved. 26
Page 2 through 5
Keyword Traffic Rank
Keyword 1 100,045 11
Keyword 2 78,045 17
Keyword 3 50,457 22
Keyword 4 16,523 27
Keyword 5 5,435 32
© 2011, Rise Interactive, Inc. All Rights Reserved. 27
‐ Prioritize
‐ Content Development
‐ Web Analytics
Summary
