leveraging partners to manage the 'digital shelf' by amy shipman
TRANSCRIPT
#SMX #24C @AmyShipman
A product focus on the digital shelf
Leveraging Partners to
manage the ‘Digital Shelf’
#SMX #24C @AmyShipman
A product focus on the digital shelf
Leveraging Partners to
manage the ‘Digital Shelf’
#SMX #24C @AmyShipman
In the beginning, there was THE SHELF, and the goal was clear…In the beginning, there was the STORE…
#SMX #24C @AmyShipman
Example: Imagine this is the SERP
SEMSEMSEMSEMSEOSEOSEOSEOSEOSEOSEO
PLA PLA PLA
PLA PLA PLA
PLA PLA PLA
SEO
SEOSEO
#SMX #24C @AmyShipman
Our website ranked #1 in SEO!
SEMSEMSEMSEMUS
SEOSEOSEOSEOSEOSEO
PLA PLA PLA
PLA PLA PLA
PLA PLA PLA
SEO
SEOSEO
#SMX #24C @AmyShipman
Maybe the top position in SEM & PLA too!
USSEMSEMSEMUS
SEOSEOSEOSEOSEOSEO
US PLA PLA
PLA PLA PLA
PLA PLA PLA
SEO
SEOSEO
#SMX #24C @AmyShipman
But much of the digital shelf remains exposed
USSEMSEMSEMUS
SEOSEOSEOSEOSEOSEO
US PLA PLA
PLA PLA PLA
PLA PLA PLA
SEO
SEOSEO
#SMX #24C @AmyShipman
Partners were critical to filling those positions
USPartnerPartnerPartner
USPartnerPartnerPartnerPartnerPartnerPartner
US Partner Partner
Partner Partner Partner
Partner Partner Partner
Partner
PartnerPartner
#SMX #24C @AmyShipman
1. The customer experiences the SERP as a whole, not in parts
2. Focus on coverage for the product, not rank of the URL
3. Partners are critical for maximizing coverage
3 Key Principles of maximizing Digital Shelf presence
#SMX #24C @AmyShipman
1. Conduct Research
2. Create a Click Curve
3. Enable Search Tracking
4. Rate the Resellers
5. Project your Product Coverage
5 Key Steps to monitoring Digital Shelf Presence
#SMX #24C @AmyShipman
Research: Develop a robust understanding of the Customer Journey
KeywordsHow do customers look for your
product?
QualitativeMotivations, processes & challenges?
Where click & why?
QuantitativeBuild on Qualitative.
How many? How often?
#SMX #24C @AmyShipman
Click Curve: Assign value to each position in the SERP
0
7
14
PLA 1 PLA 2 PLA 3 PLA 4 PLA 5 PLA 6 SEM 1 SEM 2 SEM 3 SEM 4 SEO 1 SEO 2 SEO 3 SEO 4 SEO 5 SEO 6 SEO 7 SEO 8 SEO 9 SEO 10
% of Clicks
#SMX #24C @AmyShipman
Rate Resellers: Is that website promoting our product?
Rate the reseller on likelihood of promoting our product
Very unlikely
Very likely
Foes FriendsComplicated
Additional support
Co-op Partners
ý
þ
þ
#SMX #24C @AmyShipman
Combine all element to provide a product view of shelf
Coverage by Reseller by Position
*Likelihood of Your Product
*Click Curve
= Weighed Coverage of the
Digital Shelf
UsCo-opsFriendsComplicatedFoes
#SMX #24C @AmyShipman
Support partners in all three Search channels to drive coverage
PLA PLA PlaybookCoverage Data
SEMKeywords targets & gaps
Coverage dataAd/landing page testing
SEOSEO Audits
Account DashboardsContent
#SMX #24C @AmyShipman
Share PLA feed and campaign information. Starting to leverage Manufacturer Center.Feed Optimization Manufacturer Center1. Product Titles2. Product descriptions3. Custom Labels
Campaign Optimization1. Campaign Structure2. Campaign Settings3. Negatives
#SMX #24C @AmyShipman
SEM: Share keyword & competitive information, consider shared account. Different models by country.
Keywords Gaps Coverage Shared Accounts
#SMX #24C @AmyShipman
Partner SEO ranges from content focus to full technical analyses
Track key partners as closely as you do yourself
#SMX #24C @AmyShipman
Principles Steps1. SERP holistically
2. Coverage over rank
3. Leverage partners
Think holistically, focus on coverage & act collectively
1. Conduct Research
2. Create a Click Curve
3. Enable Search Tracking
4. Rate the Resellers
5. Project your Product Coverage
#SMX #24C @AmyShipman
Amy Shipman, Supplies Online Strategist at HP Inc.
§ ~5 years Digital Marketing & e-Commerce Channel Strategies
– Delivered market share growth & search coverage increases
– Created standardized & scalable process for managing the “Digital Shelf”
§ ~15 years Product Marketing
– Designed HP Instant Ink: the first cloud controlled ink subscription program
– Developed award winning printing systems
§ Passion for the outdoors: rivers and rock