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

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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

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Relationship Between Spend & ROAS

Revenue ROAs

Spend

17

Search Volume & Search Queries

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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

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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!

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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

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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?

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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

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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)

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Duplicate Content is a Real Threat

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Canonical Tags

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Linking Strategies Can Be Easier

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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

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Schema & Structured Data

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International Expansion

LATAM APAC EMEA

BRICShttp://www.brics-info.org

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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

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“What the hell did you just say to me?”

Rel=alternate hreflang=x

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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

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Understand & Know Your Data

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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