SMX @ ad:tech: Search Engine Optimization Tactics

PANELIST:

Julie Sun, Director, Digital Marketing

Overview

• Editorial

• Technology

• Marketing

• Press

• Results

Editorial

• Keyword Density & Research

• Optimized Links

Different Title, same content

Version 1 - Why Is Robert Pattinson Hiding In This Photo?

Version 2 - ‘Vanity Fair’ Blows What’s Left Of My Mind With ‘West Side Story’ Photo Shoot Starring Jennifer Lopez, Camilla Belle, Drake Bell… And ROBERT PATTINSON!

Technology

• SEO training

• Build SEO into product development workflow.

• Wires

• Design

• Build phases

• Launch

• Post launch

Marketing

• Linking

• Social Marketing

• Partnerships

Press

• Keyword Research & Density

• Optimized links

• Build SEO review into press review process

• Draft Review

• Final Review

Results

• Takes time to get everyone on board

• Might take some time to see results once you optimize

• Competitive landscape will affect results

• MTV saw YOY 48% increase in search traffic

2008 % Site Traffic from Natural

Search

2009 % Site Traffic from Natural

Search

36.7% 55.1%