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SEO is an important part of many marketers' digital strategies, but it's not as easy as it may look. Strong SEO campaigns are driven by data and function as part of an integrated marketing strategy. Retargeting, as part of one of those integrated campaigns, is one of the most powerful complements to a strong SEO strategy. In this webinar, you'll learn: -How you can track key performance indicators across various pillars of SEO, including keyword research, technical SEO, and competitive analysis. -How SEO can magnify the power of a retargeting campaign. -Tips for running an integrated, data-driven campaign with SEO and retargeting.
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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 !
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
