Seo and Retargeting for the Data Driven Marketer
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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.
Seo and Retargeting for the Data Driven Marketer
- 1. SEO and Retargeting for the Data-Driven Marketer Hafez Adel Prashant Puri Senior Director of Marketing CEO / Co-Founder ReTargeter.com AdLift.com
- 2. AdLift – Delivering Search ROI Meaningful Metrics for SEO – Webinar – 6th March 2012 Presented by: Prashant Puri CEO & Co-Founder, AdLift.com
- 3. Every Month, We Manage 76 Million SEO Visits
- 4. Some of our Clients
- 5. AdLift Is An Advisor to Leading Industry Events and Search Journals ADLIFT CONFIDENTIAL 5
- 6. Online Marketing Services that Drive Market Share AdLift’s Pillars of Expertise PILLAR 1 PILLAR 2 Search Engine Search Engine Optimization (SEO) Marketing (SEM)/PPC Strategy & Planning • Data Mining & Keyword • Competitor Research Research • Ad Budget Optimization • Content Strategy • Predictive Modeling • Technical SEO and Platform • A/B Multivariate Testing Architecture • Link Development Tracking & Measuring Performance
- 7. What’s the one metric that’s common across all geographies? REVENUE!
- 8. The only way we can make MORE money is if we track it…Correctly! MEASURING KEY PERFORMANCE INDICATORS TRACKING PERFORMANCE
- 9. The SEO Process . On Page Off Page Optimization Optimization Keyword Analysis & Research Competitive Analysis Site Analysis Development/Execution Tracking
- 10. The SEO Process – Keyword Analysis . On Page Off Page Optimization Optimization Keyword Analysis Competitive Analysis Site Analysis Development/Execution Tracking
- 11. Conversion Driven SEO: Keyword Research – Targeting the Right Keywords Analyze Cross reference Target w/ link Keyword w/ PPC & SEO building Search Volume Data
- 12. Analyze Keyword Search Volume Cross Analyze reference w/ Target w/ link Keyword PPC & SEO building Search Volume Data Source: Google Keyword Tool
- 13. Cross Reference with PPC & SEO Data Cross Analyze reference w/ Target w/ link Keyword PPC & SEO building Search Volume Data Data from Google Keyword Ranking Keyword Tool Tool PPC Data
- 14. Create SEO/Link Development Keyword Targets Cross Analyze reference w/ Target w/ link Keyword PPC & SEO building Search Volume Data High Conversion Low Hanging Bottom 7 Rate Fruit
- 15. 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
- 16. Keyword Analysis: Tracking Performance • > 50K • Brand terms Searches/Month • ebay, ebay.com •<2 Keywords/phrase • cameras, digital cameras Bran Head d Tors Tail o • <50K & > 5K •< 5K Searches/month Searches/Month • > 2 Kws & < 4 •> 4 Kws/phrase keywords/phrase • cheap digital •Digital cameras cameras under 100, best digital cameras under 200
- 17. Keyword Analysis: Tracking Performance (Cont..) Project 1: Head Terms Project 2: Tail Terms
- 18. The SEO Process: Competitive Analysis . On Page Off Page Optimization Optimization Keyword Analysis Competitive Analysis Site Analysis Development/Execution Tracking
- 19. 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/
- 20. Track Competitive SEO Visibility Source: SearchMetrics
- 21. How Do My Competitors Rank? • Advanced Web Ranking – Control – Fixed Pricing • SEOMOZ Rank Tracker – Online – Bundled • Raven Rankings Tracker – Online – Bundled
- 22. Link Analysis: Are You Winning ? Ebay.com Walmart.com BestBuy.com Source: ahrefs
- 23. 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 OpenSiteExplorer http://www.opensiteexplorer.org/
- 24. The SEO Process – Site Analysis . On Page Off Page Optimization Optimization Keyword Analysis Competitive Analysis Site Analysis Development/Execution Tracking
- 25. 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
- 26. Search Query Analysis Great for creating keyword segments
- 27. Measuring Performance • Keywords Keyword • Landing Pages • Page & Domain Authorities Competitive • Keyword level tracking • Internal Links Site • External Links • Crawl Stats
- 28. Track Changes in Keywords and Landing Pages • Keywords Keyword • Landing Pages
- 29. Track Competitive Domain and Page Authorities • Page & Domain Authorities Competitive • Keyword level tracking Source: SEOMoz - http://bit.ly/bEPhsD
- 30. Leverage & Measure Interlinks, External Links • Internal Links Site • External Links • Crawl Stats
- 31. 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 !
- 32. Acquire Amplify Advance Prashant Puri CEO & Co-Founder AdLift prashant@adlift.com
- 33. SEO + Retargeting Research & Analysis Drive Traffic Gather Data (SEO) Convert Traffic (Retargeting)
- 35. Retargeting
- 36. What is Retargeting? Focus your ads on people who have visited your site, but left without converting
- 37. How Does Retargeting Work? Users browse other Users visit your site Place code on your sites and begin to and receive an site see your ads across anonymous cookie the web
- 38. Why Use Retargeting? Performance Show the right ads to the right people. Brings Users Back Over 95% of users leave websites without converting, and over 72% of users abandon their shopping carts. Reach & Brand Awareness Repeated impressions ïƒ look bigger online
- 40. 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
- 41. 2. Burn Code What: Tracks conversions and removes people from retargeting campaigns Why: – Avoid redundant ads – No wasted impressions
- 42. 3. Audience Segmentation What: Different codes for different sub-pages Why: – Increased relevance – Align retargeting with other marketing channels
- 43. 4. Demographic, Geographic & Contextual Targeting What: Overlay 3rd party data on your retargeting campaigns Why: – Increased precision – Superior performance and ROI
- 44. 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
- 45. 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
- 46. 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
- 47. Thank You