smx@adtech: search engine optimization tactics — brianklais
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natural search marketing platform
Natural Search Advertising:Winning Resources … Winning the Game
Brian Klais, EVP Search, COO, Principal, Netconcepts | [email protected]
Copyright 2009 2Natural Search Marketing Platform For Advertisers [email protected]
natural search marketing platform
Natural Search: The New Advertising
• Search: Growing from $12B to $25B by 2011 (SEMPO)
• Google: CPC costs up +15% last year
• Consumers: Click natural listings 85% over paid (Forrester)
• Marketers: Budget natural search 15% of paid (Marketing Sherpa)
• 56% of Google queries serve 0 paid ads (Comscore)
• Natural search: bigger, more profitable, opportunity
Copyright 2009 3Natural Search Marketing Platform For Advertisers [email protected]
natural search marketing platform
The Battle Zone: Page-One Supremacy
Click-Through Rates:
– Page One: 44%
– Page Two: 11%
– Page Three: 9%
– Page Four: 5%
(Marketing Sherpa)
Copyright 2009 4Natural Search Marketing Platform For Advertisers [email protected]
natural search marketing platform
Merchandizing
Marketing
Copywriting
Brand
IT
SEO
Platform & Architecture
Analytics
Product Reviews
Multivariate Testing
Design / Navigation
AJAX
CMS 100,0000+
pages
Usability
Copyright 2009 5Natural Search Marketing Platform For Advertisers [email protected]
natural search marketing platform
Tactical SEO Best Practices• URL rewriting • Titles and meta tags • H1s and body copy• Link building
Basic Metrics• Unique Visitors• Click-through Rate• Conversion Rate
Copyright 2009 6Natural Search Marketing Platform For Advertisers [email protected]
natural search marketing platform
Natural SearchAdvertiser
Metrics
Market Opportunity
Incremental Traffic
Click-Through
Page Yield
Page Placement
Acquisition Costs
Keyword Coverage
ROAS
Copyright 2009 7Natural Search Marketing Platform For Advertisers [email protected]
natural search marketing platform
Market Opportunity
• Create keyword list – Export your non-brand phrases from analytics – Or spider site to extract relevant onpage keywords
• Estimate market demand – Feed into Google Adwords Keyword tool– Use ‘exact match’ on comparable time period – Don’t use WT or KD for this
• Model opportunity using CTR
Copyright 2009 8Natural Search Marketing Platform For Advertisers [email protected]
natural search marketing platform
Copyright 2009 9Natural Search Marketing Platform For Advertisers [email protected]
natural search marketing platform
Click-Through Rate
• Calculate your CTR as a benchmark – Divide keyword market size by keyword traffic
• Compare CTR by SERP placement– P1 CTR averages 10%
• Model traffic/sales growth potential– Good tactics will increase CTR – Monitor YoY or MoM
Copyright 2009 10Natural Search Marketing Platform For Advertisers [email protected]
natural search marketing platform
Copyright 2009 11Natural Search Marketing Platform For Advertisers [email protected]
natural search marketing platform
Traffic Acquisition Cost
• Compare PPC cost vs natural– Use Google’s average CPC for each phrase – Factor in your human cost or resource time– $0.75 per click vs …?
• Focus on reduced acquisition cost – Increases transaction profitability
Copyright 2009 12Natural Search Marketing Platform For Advertisers [email protected]
natural search marketing platform
• Measures breadth of presence + brand reach – Focus on non-brand phrases
• Keyword traffic volume– YoY, MoM
• Keyword yield trends:– Visitors per keyword
Keyword Coverage
Copyright 2009 13Natural Search Marketing Platform For Advertisers [email protected]
natural search marketing platform
Copyright 2009 14Natural Search Marketing Platform For Advertisers [email protected]
natural search marketing platform
Landing Page Placement
• Engine rankings for your trafficked pages– Measure incremental value across thousands of pages/markets – Monitor MoM or YoY
• Examine P1, P2, P3 pages for optimization targets– P1 = 1st Page of Search Results, etc– Use Opportunity metrics to calculate CTR
Copyright 2009 15Natural Search Marketing Platform For Advertisers [email protected]
natural search marketing platform
Copyright 2009 16Natural Search Marketing Platform For Advertisers [email protected]
natural search marketing platform
Landing Page Yield
• Determine available landing pages– Pages crawled by important bots
• Pages yielding search traffic– # and % of unique pages– Identify non-performing pages– YoY, MoM delta
Copyright 2009 17Natural Search Marketing Platform For Advertisers [email protected]
natural search marketing platform
Crawl Requests
Copyright 2009 18Natural Search Marketing Platform For Advertisers [email protected]
natural search marketing platform
Incremental Traffic & Revenue
• More than just ‘current’ minus ‘previous’– Can’t presume non-brand rankings stay constant
• Calculation should consider delta in – Keyword coverage– Keyword placement– Traffic volume by Keyword – Sales by Keyword
• Proper attribution– ‘Last click’ likely to be credited to PPC
Copyright 2009 19Natural Search Marketing Platform For Advertisers [email protected]
natural search marketing platform
Return on Ad Spend (ROAS)
• Key to getting resources allocated• Incremental revenue over incremental cost
– Cost includes resource time, project management, tools– Also consider lost opportunity cost
• Don’t ignore– Conversion rate variance– New-to-file customers– Searcher lifetime value
Copyright 2009 20Natural Search Marketing Platform For Advertisers [email protected]
natural search marketing platform
Natural SearchAdvertiser
Metrics
Market Opportunity
Incremental Traffic
Click-Through
Page Yield
Page Placement
Acquisition Costs
Keyword Coverage
ROAS
Copyright 2009 21Natural Search Marketing Platform For Advertisers [email protected]
natural search marketing platform
Copyright 2009 22Natural Search Marketing Platform For Advertisers [email protected]
natural search marketing platform
Technology deploys
tactics
Data-driven process repeated
Metrics help win
resources
Keys for Advertisers & Agencies
• Treat as advertising channel • Talk metrics - before tactics• Quickly iterate tactics • Measure performance• Repeat process
natural search marketing platform
Brian KlaisEVP Search, COO, Principal Netconcepts
[email protected] | 608.285.6600 | netconcepts.com twitter.com/brianklais