building a successful holistic search strategy | lou cohen – svp head of search, affiliate...
DESCRIPTION
Your organization’s Search strategy must be more than just SEO alone – so how does search fit into the larger picture? Louis Cohen, SVP – Head of Search, Affiliate Marketing & Lead Generation at Citi discuss where SEO fits into a large organization. Learn more about the ROI of his search strategies, as well as how you can find the balance between paid and natural search as part of a holistic customer acquisitions and engagement strategy.TRANSCRIPT
BUILDING A SUCCESSFUL HOLISTIC SEARCH
STRATEGYLou Cohen
SVP – Digital MarketingHead of Search, Affiliate Marketing & Lead GenerationProfessor – Digital Marketing – Baruch College & NYU
2
#C3NY
GETTING A CLEAR VIEW
• Hindsight• Exploration• Transformation• Inspiration• And then…
3
#C3NY
HINDSIGHT: A YEAR AGO…We were looking for the path through the mountains…
4
#C3NY
• Global but Local• Domain strategy• Evangelism Influence• Attribution• Prioritization
THE DIFFERENCE A YEAR MAKES…
5
#C3NY
• “Secure search” made SEO harder, so we needed a new plan
• With the help of Razorfish & Conductor… we set out a new course
• The plan:– Map all of the content on our websites– Assign keywords against pages based upon traffic & index rankings– Assess gaps of top potential keywords vs. mapped keywords– Develop new content that addresses the gaps– Update existing content to further optimize
EXPLORATIONIt’s not just about Keywords anymore!
6
#C3NY
• Yes… we’re going to be aggressive in Paid Search• Yes… we’re going to be proactive in Organic Search• Yes… we’re going to find new ways to activate our
customers via the many opportunities the SERP presents consumers with…– Google+ (Local + Social & more)– Google Compare (+in beta with Yahoo)– Affiliate arbitrage– Keyword level relationship between SEM, SEO, Compare, etc.
TRANSFORMATIONThere’s more than SEM & SEO at play!
7
#C3NY
8
#C3NY
9
#C3NY
• Build quality, unique, and useful content– Fill in areas of opportunity to help reach more potential customers
• Ensure collaboration between media channels– Optimize investments to ensure optimal ROI & increase volume
• Be the best you can & stay true to who you are– Understand the brand & who our customers are– Focus on the areas of strength & minimize weaker areas
INSPIRATIONPlay to win, and do it the right way…
10
#C3NY
ROOT FOR THE HOME TEAM!There’s always next year… but you have to start building right away!
