Planning & Developing SEM Strategy - PETCO - Corinne Blair. 6.1.14__FINAL PROJECT.pdf
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This document is a search engine marketing plan for Petco.com that recommends targeting keywords related to cat food ratings, reviews, and best cat food. It suggests optimizing paid search advertising and organic search by increasing bids and improving landing pages. Content marketing and local search are also recommended to help drive more visitors to complete online purchases. Measuring website conversions through checkout completion will help evaluate the success of the search marketing strategy.
Planning & Developing SEM Strategy - PETCO - Corinne Blair. 6.1.14__FINAL PROJECT.pdf
- 1. Search Engine Marketing Plan Petco.com By: Corinne Blair June 1, 2014 Planning and Developing Your Search Engine Marketing Strategy UCI Extension (Mgmt X461.24)
- 2. What value can Petco expect from improved search marketing?
- 3. Web site Conversion Target Conversion: Shopping cart check-out Average Transaction Value: $21.99 Utilize Google Analytics to measure success.
- 4. Targeted Keywords Keyword Types: 1. Product categories 2. Brand names 3. Problems to solve (i.e., cat weight loss; cat nutrition) What keywords make sense to target? 1. Cat Food Ratings 2. Cat Food Reviews 3. Best Cat Food
- 6. Organic Search Keyword Focus: Cat Food Ratings Current Top Ranking Sites www.petfoodratings.org/quick-cat-food-reference-table/ www.petfoodratings.org/cat-food-listings-reviews/ www.petfoodtalk.com/catfoodreviews/ www.goodguide.com Categories Pet Food
- 7. Organic Search Revenue Optimization $18,059 Annual Yearly Revenue
- 8. Paid Search - Competitors
- 9. Paid Search Petco.com
- 10. Paid Search Revenue Optimization $12.040 Annual Yearly Revenue
- 12. Content Marketing - Competitors PetSmart.com Chewy.com
- 13. Web site Conversion How Petco.com can persuade more visitors to complete the Check-out a Shopping Cart conversion?
- 14. Conclusions/Recommendations Target Keywords Cat Ratings, Cat Reviews, Best Cat Food Increase PPC Ad bid strategy to help improve SEO Organic Ranking Landing Page Optimization Local Search Targeted Display Networks Content Marketing