Leveraging the Power of Retargeting for SEO
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Leveraging the Power of Retargeting for SEO

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I cover the basics of retargeting as well as some applications for SEOs to consider when getting started with retargeting.

I cover the basics of retargeting as well as some applications for SEOs to consider when getting started with retargeting.

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  • 1. Leveraging Retargeting for SEO Success Joanna Lord, Director of Customer Acquisition, SEOmoz October, 2011: Mozcation, Barcelona
  • 2. Hold up, what is retargeting?
  • 3. What is retargeting? The act of putting your message in front of lost prospects.http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  • 4. What is retargeting? The act of putting your message in front of lost prospects.http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  • 5. And it works! “More that 95% of visitors who browse a retailer’s site do not complete a transaction in their visit.” “Retargeted consumers are nearly 70 percent more likely to complete a purchase as compared to non retargeted consumers.” “Retargeted customers spend, on average 50% more than those served with non-retargeted banner ads.”http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  • 6. So how can you use it?
  • 7. Generate Brand Awarenesshttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  • 8. Brand Evolutionhttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  • 9. Full Funnel Targeting Generate Traffic & Improve Brand Awareness Continue to improve the quality of that traffic Control that brand awareness & sculpt it Produce conversions (primary & secondary) Increase average revenue of each conversion Set expectations that will be met at this point Establish trust between consumer & brand Enable the consumer to evolve with the brandhttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  • 10. Drive ConversionsIntroducers Influencers Converters http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  • 11. Okay, but we are SEO’s…How can we leverage retargeting for SEO success?
  • 12. #1 : Break down the silo SEOs & Paid Marketers can: Share data Understand attribution betterUtilize each other more effectively Report back to each other http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  • 13. #2 : Repurpose efforts on head terms You spend time on competitive keywords: Repurpose those efforts and build buckets for each to retarget to. http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  • 14. #3 : Long tail domination You get traffic across a number of pages that don’t convert really well for you.Build different segments and target them differently in retargeting ads. http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  • 15. #4 : Test & refinehttp:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html
  • 16. Q+AJoanna Lord, Director of Customer Acquisition, SEOmoz You can now try SEOmoz PRO Free! • Twitter: @joannalord http://www.seomoz.org/freetrial • Email: joanna@seomoz.org