SEO Category AnalysisJon Morris, CEO of Rise Interactive
AT&T Stock Market Challenge
April 7, 1992
9 Internet Marketing Channels
The IIM Challenge
Same Budget
Same Company
One Winner
The IIM SEO Challenge
‐ Poll Question 1: Do you think you
would win the IIM SEO challenge?
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‐ 2002: Schnitzelmitkartoffelsalat
‐ 2004: Seraphim Proudleduck
‐ 2005: Hommingberger Gepardenforelle
‐ 2006: Redscowl Bluesingsky
SEO Contests
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SEO Blocking and Tackling
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‐ Prioritization
‐ Content Development
‐ Analytics
Competitive Edge
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1. Category Analysis
2. Category Coverage
3. Content Analysis
4. Probability of Success
5. Relevance
6. Estimate ROI by Category
Create SEO Roadmap
Prioritization
Category Analysis: Identification
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Category Analysis: Rank
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Category 1 Rank
Category Term 1 11
Category Term 2 43
Category Term 3 35
Category Term 4 10
Category Term 5 38
Category Term 6 82
Category 2 Rank
Category Term 1 5
Category Term 2 3
Category Term 3 7
Category Term 4 14
Category Term 5 1
Category Term 6 17
Color Code
Ranking Well 1‐10
Room for Improvement 11‐30
Needs Improvement 31‐100
Not Ranking NR
Category Coverage
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Your Site
Category Analysis: Traffic
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Category Traffic
Category 1
Category 2
Category 3
Category 4
Category 5
Category 6
Color CodeLots of Traffic
Some Traffic
None to Little Traffic
Category Analysis: Traffic
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Category 1 Keywords
Category 2 Keywords
Content Analysis
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Category Content Analysis
Category 1
Category 2
Category 3
Category 4
Category 5
Category 6
Color Code
Lots of Content
Some Content
None to Little Content
Probability of Success
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Category 1
Companies # of Links Link Quality
Your Company 12,024 6
Competitor 1 1,312,078 8
Competitor 2 978,045 7
Competitor 3 50,457 9
Competitor 4 16,523 7
Competitor 5 186,687 9
Probability of Success
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Category 2
Companies # of Links Link Quality
Your Company 12,024 6
Competitor 1 1,312 4
Competitor 2 9,045 3
Competitor 3 50 5
Competitor 4 6,523 5
Competitor 5 186 3
Relevance
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Category Relevance
Category 1
Category 2
Category 3
Category 4
Category 5
Category 6
Color Code
Very Relevant
Somewhat Relevant
Not Relevant
Estimated ROI
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Category CTR Conv. Rate AOV Margin
Category 1 1% 5% $120 20%
Category 2 3% 4% $100 20%
Category 3 8% 10% $180 50%
Category 4 0.5% 0.5% $60 10%
Category 5 5% 15% $160 50%
‐ Paid Search Analytics
‐ Web Analytics
Estimated ROI
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Category 1 Estimated ROI
Keyword Position Imp CTR Clicks Conv. Rate Conv AOV Margin
Keyword 1 2 1,200,342 1% 12,003 5% 600 $120 20%
Keyword 2 1 872,232 3% 26,227 4% 1,049 $100 20%
Keyword 3 1 1,763,298 8% 141,064 10% 14,106 $180 50%
Keyword 4 4 432,987 0.50% 2,165 0.50% 11 $60 10%
Keyword 5 1 12,783 5% 639 15% 96 $160 50%
Total 1.6 4,283,642 4% 182,098 9% 15,862 $172 48%
SEO Road Map
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Category Coverage Traffic Content Probability of
Success
Relevance Estimated ROI
Category 1
Category 2
Category 3
Category 4
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‐ Web Site
‐ Aggregated Content
‐ User Generated Content
‐ Newly Developed Content
Content Development
Optimizing your SEO Program
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‐ Poll Question 2: How well do
you use web analytics to
optimize your search engine
optimization program?
IIM in Its Infancy
1792 2011
‐ Top 5 Positions In Search Engines
‐ Account For 43% Of Clicks
Source: Slingshot SEO via http://www.seomoz.org/blog/mission‐imposserpble‐establishing‐clickthrough‐rates: June 2011
Web Analytics
Web Analytics
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Page 2 through 5
Keyword Traffic Rank
Keyword 1 100,045 11
Keyword 2 78,045 17
Keyword 3 50,457 22
Keyword 4 16,523 27
Keyword 5 5,435 32
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‐ Prioritize
‐ Content Development
‐ Web Analytics
Summary
