optimizing sem/seo to maximize e-commerce revenue
TRANSCRIPT
PRESENTS
Optimizing SEM/SEO to Maximize E-Commerce
Revenue
2
Introductions
CHRIS BIRKHOLMSenior Manager (SEO & Business Development)
Digital River Inc@ChrisBirkholm
MAHMOOD KHANAssociate Director (Digital Media & Paid Search)
Periscope@Khan__Mahmood
3
1 Quick rundown of SEO & SEM2 The Differentiators of a Commerce Strategy3 Creating Commerce Optimized Content4 Commerce Commonalities5 Takeaways
Agenda
[ 1 ]
Quick Rundown of SEO & SEM
5
What do the Numbers Say?
6
SEO is Heavily Integrated with Paid Search
51%
39%
10%
31%
53%
16%
16%
57%
28%
13%
43%
45%
10%
43%
47%
100
90
80
70
60
50
40
30
20
10
0
27%
55%
18%
CONTENT MARKETING
PAID SEARCH MARKETING
SOCIAL MEDIAMARKETING
MOBILEMARKETING
EMAILMARKETING
DIGITAL DISPLAYMARKETING
7
The Quality Score
Landing PageKeyword
relevancy
Adrelevancy
Variousrelevancy
factors
Historical performance
Click-through rate
Quality Score
8
It just makes cents…
[ 2 ]
The Differentiators of a Commerce Strategy
Metrics
10
1 Total Keywords
2 Search Volume
3 Keyword Position
4 Sessions/Visits
5 Bounce Rates
6 Channel %
7 CTR
8 ROAS
9 Average Position
11
The Importance of RPV
12
Lifetime Value
13
Average Rank & Total Keywords
• Total Keywords• Average KW Rank
0.00
5.00
10.00
15.00
20.00
25.00
30.00
35.00
40.00
45.00
0
500
1000
1500
2000
2500
3000
Average KW Rank Total KWs
14
Keyword Growth and Average Search Volume
• Total Keywords• Average Keyword SV
Augus
t-15
Septembe
r-15
Octobe
r-15
Novembe
r-15
Decembe
r-15
Janua
ry-16
Febru
ary-1
6
March
-16
April-1
6
May-1
6
June
-16
July-
160.00
100.00
200.00
300.00
400.00
500.00
600.00
0
500
1,000
1,500
2,000
2,500
3,000
Average KW SV Total KWs
Sear
ch V
olum
e
Tota
l Key
wor
ds
15
Total Keywords & Revenue Per Visitor
• Total Keywords• RPV
Augus
t-15
Septembe
r-15
October
-15
November
-15
December
-15
Janua
ry-16
Febru
ary-1
6
March
-16
April-1
6
May-16
June-
16
July-
16$0.00
$0.05
$0.10
$0.15
$0.20
$0.25
$0.30
$0.35
$0.40
$0.45
0
500
1,000
1,500
2,000
2,500
3,000
Organic RPV Total KWs
Sea
rch
Vol
ume
Tota
l Key
wor
ds
16
Relationship Between Spend & ROAS
Revenue ROAs
Spend
17
Search Volume & Search Queries
18
Keyword Research
NORMAL KEYWORD RESEARCH UTILIZING TOOLS SUCH AS:• Keyword Planner • BrightEdge • Moz• SEMRush • Trends
Awareness Consideration Intent Purchase Loyalty
SIMPLE ONLINE BUYING PROCESS
Describing & relating to
problem audienceis experiencing
Introducing &comparing solutions
Guiding decisionmaking process
Providing detail to encourage conversion &
advocates
19
PRODUCT
SUB-CATEGORY
CATEGORY Blood Pressure Monitor
Upper Arm BPM
Omron 10 Series BPM
Omron 7 Series BPM
Wrist BPM
Omron 3 Series BPM
Keyword Mapping
KEYWORD MAPPING PROCESS• Spider Site• Manual Analysis of Pages• Current Rankings• Competitor Rankings• Volume Analysis• Trend Analysis
TOP OF FUNNEL
MID FUNNEL
BOTTOM FUNNEL
Broad Keyword IntentSingle words, Generic PhrasesVISITOR RESEARCHING
Specific Keyword IntentDetailed Search PhrasesVISITOR IS ENGAGED
Exact Keyword IntentPrecise Goal PhrasesVISITOR READY TO BUY!
20
Aladdin
Camelbak
.com
GoContigo.c
om
HeartR
ateMonito
rsUSA.co
m
iHealt
hLab
s.com
Omron H
ealthc
are
ShopC
oolG
earIn
c.com
Stanley
Therm
os.co
m
YetiCoo
lers.c
om0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Sum of % on 1st PageSum of % of 1st Page @ #1Sum of % of Total @ #1Sum of Avg % on 1st PageSum of Avg % of First Page @ #1Sum of Avg % of Total @ #1
Keyword Distribution & Analysis
21
Paid Media Optimizations
PRODUCT PERFORMANCE• Are you just measuring revenue or
also looking at granular product performance?
• Are people buying products from your landing page or navigating to other pages to purchase other products
CRM SEGMENTATION - CROSS SELL, UP SELL• Paid Search, Programmatic
OFFLINE REVENUE• Implement measurement such as
store visits, foot traffic• Conduct on and off tests to measure
impact on offline revenue
BEST SELLING PRODUCTS
5,000
UNITS
10,000
UNITS
100,000
UNITS
22
Multi Touch Attribution
THE BIGGER PICTURE
THE HALO EFFECT FROM OTHER MEDIA: Social, TV, Radio, OOH, Print• Creating demand, raising awareness• These channels play a significant role for your
branded search queries, organic and direct traffic
$100 driven in revenue from Paid Media (Last Click) is not all due to Paid Media but a result of several media touch points for a consumer
[ 4 ]
Creating Commerce Optimized Content
24
Three pillars of testing
1 2
Your Opinion Doesn’t Matter.
At All.
Test As Often & As Much As Possible.
Never Assume
Anything.
3
25
Landing Page
LANDING PAGES A/B• Responsive• Responsive check out
TESTING NEVER STOPS• Calendar events• Upcoming:
Holidays, Black Friday, Cyber Monday
• Product selection• Bundles• Value you are providing
to the user
33% CONVERSION
13% CONVERSION
A B
26
Organic & Ad copy Optimizations
Organic & Ad COPY
• ETA (EXPANDED TEXT ADS)• $ OFF, % OFF• DYNAMIC COUNTER• AD EXTENSIONS
• Sitelinks• Special Offers• Review extensions• Callout extensions• Ratings• Structured snippets• Price extensions
• Title Tag Optimization• Meta Description Optimization• Site Link Optimization
What is your paid media doing “post click, post impression”?
What can I do to make the dollars work harder?
What would make this easier?
27
PLA’sPRICING IS VERY IMPORTANT
OPTIMIZATIONS• Google Taxonomy categories• Product Feed• Titles• Description• Images• Special offers• Best sellers• Bids• Negative keywords
RLSA CAMPAIGNSPLA CUSTOMER MATCH
28
Product Descriptions & Manufacturers
Powered by Frostbite: One of the industry's leading game engines, Frostbite delivers authentic, true-to-life action, takes players to new football worlds, and introduces fans to characters full of depth and emotion in FIFA 17.
51 results (1.10 seconds)
29
Duplicate Content is a Real Threat
30
Canonical Tags
31
Linking Strategies Can Be Easier
32
Link Manicuring
1. If available, work with the TLD and their marketing Team2. Ensure your anchor text matches your keyword maps3. Long Tail to General Non-Branded Strategy
33
Retargeting for Display Ads
CUSTOMIZED SEGMENTS• Non purchasers• Purchasers (Look Alike
Targeting – Increase scale)• Cart abandoners• Product page views• Recency data
DYNAMIC CREATIVE• 3rd party vendors• Integration of merchant
center with Adwords / DBM• Expand your reach
programmatically
Always have a back up static banner ad
[ 5 ]
Commerce Commonalities
35
Schema & Structured Data
36
Schema & Structured Data
37
International Expansion
LATAM APAC EMEA
BRICShttp://www.brics-info.org
38
How to Setup International domains
Determining the best site setup for international sites can be a tricky process but isn’t generally too hard to expand on.
URL structure Example Pros Cons
ccTLDs example.ie• Clear geotargeting• Server location irrelevant• Easy separation of sites
• Expensive (and may have limited availability)• Requires more infrastructure• Strict ccTLD requirements (sometimes)
Subdomains with gTLDs de.example.com
• Easy to set up• Can use Webmaster Tools geotargeting• Allows different server locations• Easy separation of sites
• Users might not recognize geotargeting from URL alone (is “de” the language or country)
Subdirectories with gTLDs example.com/de/
• Easy to set up• Cam use Webmaster Tools
geotargeting• Low maintenance (same host)
• Users might not recognize geotargeting from URL alone
• Single server location• Separation of sites harder
URL Parameters site.com?loc=de Not recommended
• URL-based segmentation difficult• Users might not recognize geotargeting from the
URL alone• Geotargeting in Webmaster Tools is not possible
39
International Search Engines
40
“What the hell did you just say to me?”
Rel=alternate hreflang=x
41
Education & Patience
Not a one person responsibility for any content.
• SEO, Paid Search, Display• Creative, Webdev &
Copywriters• Analytics• Client
42
Migration Happens
Basic Migration Principles:• Spider Everything• Map Old & New• Create new Sitemaps• Create new Robots.txt• Optimize New Pages• Validate Mobile Friendliness• Establish Baseline KPI’s• Track Keywords• Setup New Analytics & Search Console• Launch New Site• Turn on Re-Directs• Spider Old & New Site• Submit Sitemap• Monitor Analytics
43
Build-Outs & New Sites
SEO and Building New Sites:• Keyword Research• Protocol Decision• Setup PLA Product Feed• Competitor Analysis• Implement Conversion Tags• Creating a Keyword Map• Header Tag Optimization• Create Landing Pages• TT, MD and Ad Copy CTA• Validate Mobile Friendliness• Create XML Sitemap• Create Robots.txt• Setup Analytics• Setup Search Console• Launch & Spider Site• Address any Errors and Monitor Analytics• Claim Social Properties• Implement Merchant Center Tag
[ 6 ]
Takeaways
45
Understand & Know Your Data
46
The Four C’s
Continuously crawl, test, analyze and optimize
ONE
Communication across all stakeholders
TWO
Contentis king
THREE
Customeris always right
FOUR
47
Did SEO Die?
48
SEO is the Keanu of Marketing
2016
THANK YOU