Mapping

“Mapping the Digital Consumer Journey”

AllThingsPerformance’14

The New Age

for SEO

SEO BEFORE…

*Douglas Crockford added this line to the open-source MIT License (2002)

WEB 1.0 WEB 2.0

DoubleClick Google AdSense

Ofoto Flickr

Akamai BitTorrent

Britannica Online Wikipedia

Personal Websites Blogging

Domain Name Speculation Search Engine Optimization

Directories Tagging

“Page Rank, Ebay reputation, Amazon Reviews: User

as a contributor”

“Wikipedia: Radical Trust”

“An attitude, not a technology”

“Software that gets better the more people use it”

Data as the “Intel Inside”

Buyer Journey Metrics

• 70% of the B2B buyer’s journey is

complete before even engaging

with a vendor

• 87% of the B2B buyer’s say that

content has an impact on vendor

decisionmultichannel

data analytics

social

e-commercee-coupons

mobile

integrated

email

Keyword Strategy Funnel, for optimal Cost Performance

Broad Keyword IntentVisitor Researching

Specific Keyword IntentVisitor is Engaged

Exact Keyword IntentVisitor is ready to Buy!

Choosing the Right Keywords

• Trending issues / News

• Seasonality

• Geo-localization

million dollar question #1

How to target this valuable 20%?

million dollar question #2

What influenced my user to search in this manner?

The SEOs approach

• Code Structure, easy folder access, page load time

• Content Structure, Information architecture, URLs structure

• Links Structure, Quality Inbound links, anchor text strategy

CASE STUDY:

WORLDCUP 2014 CAMPAIGN RESULTS

keywords Rankings

Stoixima brazil 1

stoixima brasil 2014 1

stoixima brazil 2014 1

στοιχημα brazil 2014 1

στοιχημα παγκοσμιο κυπελλο 2

στοιχημα world cup 2014 4

• Blog creation

• Use of keywords onsite

• Series of relative articles

• Internal linking

mobile.sportingbet.gr YouTube Sportingbet.gr

WORLDCUP 2014 CAMPAIGN RESULTS

First Page Ranking, for 13 relative keywords

Brand & Offers presence in various channels

Revenue increase from organic keywords

THANK YOU!