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Online Marketing School - SEO
Seth Dotterer, Senior Director of Marketing
Paid vs. Natural
1
Natural
PPC
What percentage of all search clicks are in the natural space?
2
%
Organic92%
Paid8%
*comScore - 2010 4
22.3 Billion Searches
16% YOY Growth
Importance of Natural Search
Untapped Potential in Natural Search
6
Think about your Non-Traditional Competition
7
Content Sites rank well because their content is structured to encourage deep links.
CategoryPage
ArticlePage
Blogs, News Social Media
Pollution Sites eliminate the need for deep links by making entire domain home pages around single keywords. This siphons users from their desired destination and arbitrages the traffic.
Searchers
Affiliate & Adsense Sites
Product or
Services
Natural Search is Most Under Spent Channel in Web Marketing
Only 8% of allsearch engine clicks
Natural Paid
92% of allsearch engine clicks
8%92%
Traffic
11.8 billion monthly searchesacross major engines
(growing by 25% per year)
Sources: Forrester, ComScoreSeth Besmertnik, CEO - Twitter: @Besmertnik [email protected]
CMOs are excited by the potential of SEO but extremely frustrated by the lack of accountability and ability to measure ROI
11%of search spend
11% 89%of search spend
Spend
89%11%
The Evolution of SEO
1998 2000 2002 2004 2006 2008 2010
SEO is Getting More Complicated
www.conductor.com
Cornerstones of Driving Traffic via Natural Search
10
Site Architecture
External Link Profile
Performance Metrics
Content
Content
Start with Keyword Research
CONFIDENTIAL11
Site Architecture
Link ProfilePerformance Metrics
Content
Your Success Hinges on Keywords
•What Would Users Search For to Find Your Content?– Monitor your individual site search
engines. These logs provide instant visibility into the minds of your users.
– Use a thesaurus to brainstorm additional keywords.
– Pay attention to customer-authored blog comments. Work to understand their vernacular.
12
Google AdWords Tool
Google Trends
www.google.com/trends
14
Where to find Keywords
•Your Site Search
•Paid Search Data
•Categorization of Content is Key– Build your categorization scheme like an outline. Deeper levels of the
outline will inherent relevance criteria from higher levels. Create new content when keywords split
Keyword Selection
.
Converts well in paid
Relatively high traffic
volume
Striking distance of first page
Site Architecture
CONFIDENTIAL17
Site Architecture
Link ProfilePerformance Metrics
Content
An Example of Good, Consistent SEO
18
Title
H1 (Header)
Clean URL
Keyword in Copy
Relevant Links toRelated Information
Each tag tells the same story.
Meta Keywords:<meta name="keywords" content="Reed Business Information,Broadcasting,Broadcasting & Cable,Computer Weekly,EDN (magazine),Electronic News,Farmers Weekly,Flight International,Industrial Distribution,Kellysearch,Kemps Film and TV Production Services Handbook" />
Good Onsite Architecture Tips
•Content at the Top of your page– First paragraph contains the keywords that will get picked up
•Meta Descriptions– Will not help your rankings – but may help with your snippet optimization
to improve click-through rates
•Image-Only Based Sites and Flash– Trouble for the Spiders
Organized Site Architecture
•Optimize Internal Links– Every page of your site should
be accessible from within three clicks from the homepage.
– Do so without excessive linking. Guide the user down a path.
– Fewer ‘hops’ between the homepage and each other page helps the flow of internal link popularity.
20
About Us
AG Tire History Testimonials Privileged Partners AG Facilities Michelin AG
History
Products
Testimonials Advantages WarrantiesView By
Machine Type And Usage
Bias Vs. RadialStandard
Against Large Volume
Michelin Vs. Competitors
Tire Selector
How To Best Use Your
Tires
Control Power Hop
Reduce Soil Compaction
Mounting & Storage
Ballast Management
Pressure Calculator
Dealer Locator
News And Info
Press Releases Press Release Archive Events/ Shows
Contact Us
Home
Link Profile
CONFIDENTIAL21
Site Architecture
Link ProfilePerformance Metrics
Content
What does a Search Engine Look for?
CRITICAL MASSOF EXTERNAL LINKS
Relevant 3rd Party
Pages
Relevant 3rd Party
Pages
Home Page
CategoryPage
CategoryPage
CategoryPage
Search Engines Expect to See:
1. Good on-site optimization2. Critical mass of domain links3. Deep links to landing pages4. Relevant, refreshed content
Relevant 3rd Party Pages
Relevant 3rd Party
Pages
Improving your back link profile
•Teach your PR Team about Links
•Embed Links in Your Contracts
•Give Testimonials
•Examine Competitor Backlinks
•Link Internally –Don’t compete with yourself
•Learn to 301
23
Performance Metrics
CONFIDENTIAL24
Site Architecture
Link ProfilePerformance Metrics
Content
Measuring SEO Success / Performance Metrics
25
Define the Opportunity
Set YourGame Plan
Measure Like a
Madman
Keyword
Metrics
Rankings
Traffic
Attribution
Bookings
Overall ROI
Campaign
Level ROI
What is SEO Worth to Your Organization?
26
Total Realized Opportunity28.5k Visitors
Total Unrealized Opportunity173k Visitors
Track against Competitors
27
28
Investment: Organic vs. Paid
0
10
20
30
40
50
60
70
80
90
100
Paid Search Organic Search
Investment
Tra
ffic
Stepping Stone SEO Metrics
Keyword Metrics
Recos Made
Average Page
Scoring
# of Indexed, backlinks
Etc…
Rankings
Traffic
Overall ROI
Create a timeline on maturing your metrics
Q1 Q2 Q4Q3 Q1 Q2
PRE-TRAFFIC POST TRAFFIC
Conversions
Attribution Campaign Level ROI
GOALSMILESTONES
Keep urgency alive with Share of Search updates
30
SEO Maturity Cycle
31
Try
Education &evangelism
Small/sharedresources
No formal mgmtprocess
Invest
Internal /agency
investment
Tactical focus
No auditing
No scale
No ROI
Measure
Move from SEO metrics to business
metrics
Regular and systemic ROI
reporting
Shift from tactical to strategic
Scale
Opportunitydiscovery
Specialistresources
Real SEO prioritization
Attribution modeling
around SEO
Compete
Share of search calculations
Monitoring & alerts of important SEO changes
External validation & auditing
Lost opportunity cost identification
SEO Maturity Cycle Worksheet
32
Seth DottererSenior Director, Marketing
230 Park Avenue South, 12th Floor | New York, NY 10003P 212.542.5147 | F [email protected] | www.conductor.com