5 tips for scaling & prioritizing seo data | brightedge share14 (san fran 08.22.14)
DESCRIPTION
Through working with an array of global enterprise-level clients, we understand the pain that SEOs encounter when understanding how to prioritize data properly and deciding where best to put their focus. A characteristic of large enterprise level sites is that they can have a large range of products and or services across a broad spectrum of niches. So with such a large amount of data, how do you then analyze it to see where the best opportunities lie? Even once you have made a decision on the best areas to prioritize, you still then need to question how you can do that whilst understanding seasonality and keeping on top of trends. The opportunity and forecasting tool in BrightEdge is a fantastic tool to assist with this however it is as only as good as the keywords and keyword groupings that you specify. This presentation, along with its accompanying blog post and FREE DOWNLOADABLE ANALYSIS TOOL explains some tips on how to ensure that you have a solid infrastructure in BrightEdge and how to prioritize your efforts when you cover a large number of areas in different regions. Well worth a read for any SEO Analysts out there responsible of setting the SEO strategies for large enterprises. Read more and download the tool for free at: http://us.searchlaboratory.com/blog/2014/08/brightedge-share-14/#sthash.wdKoIYZg.dpufTRANSCRIPT
5 Tips – Data, scale & prioritization for SEO
- At the enterprise level
Company logo
Chris Attewell
SVP Americas
SEARCHLABORATORY
35 languages
Global scale
OrganicSEOContent marketing
Online PR
CRO
PaidSEM RTB
Display
Enough about us…
Company logo (white)
Where do we focus?
‘jackets’
Ave position 3
8,100 searches
Ave order val - $80.00
‘shorts’
Ave position 8
49,100 searches
Ave order val - $40.00
KW focus is too vague
KWStrategic
LOTS
OF
DATA!
Data sources
TIP #1 - Spotting new KW groups
maxi dressesImpr. Clicks Av Pos18,123 1,800 3.5
Impr. Clicks Av Pos420,123 61,800 5.5
Sum data separately
*maxi* & *dresses* + maxi skirts+ maxi dress+ black maxi dresses
+ dresses+ peplum dresses+ red dresses
22,228 1,950 2.5
TIP #1 - Spotting new KW groups
Titles
‘Category name | Brand.com’
‘Category name | Brand Online’
onlinedresseswomens shoes sneaker store
TIP #2 - Spotting issues with ‘words’
‘uk’less than expected share of impressions
lower ave pos
… however, site ranks well for unmodified version search term
TIP #3 - Mining long tail
De-dupe with current list of BrightEdge KW’s - & review
TIP #4 - Grouping for seasonality / trends
TIP #5 - Prioritizing international markets
Takeaways – Starter KW DB sheet
Thank you!
@searchlabs
http://bit.ly/searchlabs14