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Scott Fish Director of Search Engine Optimization
| Date post: | 15-May-2015 |
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Business |
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Scott Fish
Director of Search Engine Optimization
Search . . . Driving Business Online
◉ 4 out of 5 new visitors arrive through engines.
◉ 90% abandon search within first 3 pages of results.
◉ Top 10 results visited 78% more than next 20.
SOURCE: February, 2008, comScore Networks (New York)
◉ 62% of online shoppers use general search engines.
SEARCH MARKETING
Powering your Marketing Mix
Powering your Marketing Mix
◉ How customers seek-out your offerings
◉ In-depth research and analysis
Professional Search Engine Marketing
◉ Most effective targeting and messaging
◉ Integrate through all media channels
Drive Messaging through All Channels
SEARCH MARKETING
Natural Optimization
◉ Competitive Search Landscape Analysis
◉ In-depth Natural Keyword Research
◉ Targeted SEO Keyword List
◉ Site Optimization Document
Structured SEO Process
◉ Implementation Guidance and Consulting
Search Engine Optimization
О
О
О
О
О
►
Keyword Research / Analysis Optimized Keyword List Optimization Enhancements
Natural SEO Methodology
Optimized Site Pages Attract Search Spiders Prominent Search Listings
●
Natural SEO Methodology
RESEARCH
Knowledge is Power
R E S E A R C H
Goals
Defined
Keyword
Expansion
C O N S U L T
Search
volumes
E V A L U A T E
Discover Trends
A N A L Y Z E
C A T A G O R I Z E
Structure Keywords
Select Patterns
F O C U S
ProvideStrategies
D I R E C T I O N
Optimized Keyword Generation
Power Through Search Engines SM
Expansion and Targeting
Natural Optimized Keyword List
● Relevant Analysis
● Quantity of searches
● Competitive Web Pages
● Most important phrases
Keyword Research & Analysis
Current positioning of competitive Web sites for Optimized Keyword List
● Top Direct Competitors
● Landscape Competitors
● Pages Indexed
● Inbound Links
● Google PageRank
Competitive Analysis
Traffic Driving Keywords
ORIGINAL KEYWORD FOCUS SEARCH VOLUME
hollywood fashion 6,494
los angeles clothes boutique 234
hollywood clothing 1,257
fashion clothing los angles 121
hollywood high fashion 4,402
hollywood clothing store 431
LA style clothing 72
LA fashion 225
hollywood designer fashion 688
trendy clothes 33
13,957 ►
OPTIMIZED KEYWORDS SEARCH VOLUME
celebrity fashion 13,277
online boutique clothing 1,114
celebrity clothing 34,223
britney spears fashion 7,665
paris hilton celebrity fashion 985
boutique clothing store 2,258
top celebrity fashion 7,830
designer fashion 9,974
designer celebrity fashion 10,201
celebrity fashion trends 4,443
91,970
Search . . . Real Results
19%
59%
7%
21%
17%
31%
0%
10%
20%
30%
40%
50%
60%
Revenue Avg Order Size No of Transactions
LISA KLINE PERFORMANCEJan 08 versus Dec 07
Total Site SEO
Month Natural SEO campaign improved site positioning and traffic.
+59% Search Revenue (vs. +19% overall online)
+21% Avg. Order Size
+31% No of Transactions
Drive Messaging through All Channels
Pre-Optimized Messaging
Optimized Marketing MessageC E L E B R I T Y
Message Driving Off-Line Revenue
Drive Messaging through All Channels
SEARCH MARKETING
Natural SEO + Paid Search
Cross-Discipline Search Campaign
Natural SEO + Paid Search
◉ Optimize SEO elements around current keywords
◉ Identify keywords driving conversions NOW
Cross-Discipline Performance
◉ Dramatically improve Natural search positioning
◉ Substantial increase in number of leads
Paid Search Real-Time Insight
Keywords Driving Conversions
Cross-Discipline Results
Improved Natural Search Positioning
Cross-Discipline Results
0
50
100
150
200
250
300
pastry chef school pastry schools pastry school
EngineWorks PerformanceIncrease in Monthly Leads
01.01.08 07.01.08
Percent Increase in Number of Leads
pastry chef school
+200%
pastry schools
+500%
pastry school
+440%
Cross-Discipline – Making Dough!
Natural Search Engine Performance
January 2008 through June 2008
Total Monthly Revenue Increase
+433%Through Natural Search Results for these 3 Priority Keywords
SEARCH MARKETING
SEO in Travel & Tourism
Luxury Southern ResortTop 100 Priority Terms in Google
JUNE 2007
Not Ranked
Top 100
Top 10
JUNE 2008
Top 100Top 10
Not Ranked
Pre-Optimization
(22% Top 100)
Site Optimized
(92% Top 100)
Tourism & Resort Performance
Increased Ranking = Increased Visits
Monthly Organic Traffic
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
JUN07
AUG07
OCT07
DEC07
FEB08
APR08
JUN08
INCREASED NATURAL SEARCH VISITS
30x
