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Leveraging the Long Tail
Leveraging the Long Tail
Leveraging the Long Tail
Leveraging the Long Tail
Leveraging the Long Tail
Leveraging the Long Tail
Leveraging the Long Tail
Leveraging the Long Tail
Leveraging the Long Tail
Leveraging the Long Tail
Leveraging the Long Tail
Leveraging the Long Tail
Leveraging the Long Tail
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Leveraging the Long Tail

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Dan Marques, director of online marketing and analytics, Gemvara …

Dan Marques, director of online marketing and analytics, Gemvara

Chris Kenney, associate director of online marketing and analytics, Gemvara and former search marketing manager, VistaPrint

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  • Interesting stats to share verbally go with this slide, this is the ‘why do I care’ slide
  • Save CSE piece for later
  • Save CSE piece for later
  • Transcript

    • 1. Leveraging the Long Tail<br />Chris Kenney<br />Dan Marques<br />
    • 2. Agenda<br />About Us<br />Why Leverage the Long Tail<br />Examples<br />How to do it<br />SEO<br />Paid Search<br />CSE<br />Q&A<br />
    • 3. About Us<br />Chris Kenney<br />Dan Marques<br />
    • 4. Why??<br />
    • 5. Example - Amazon <br />Amazon.com makes 57% of sales from keywords outside of the "popular" terms<br />37,000,000 results in Google<br />25% of books sold are outside the top 100,000 best sellers carried by traditional retailers (5M titles)<br />Amazon Merchant program allows massive inventory with $0 inventory risk<br />
    • 6. Example - Netflix<br />Netflix has over 100,000 titles on DVD<br />Mix 30/70 New Releases vs. All Other Titles<br />Blockbuster retailers generates approximately 90% of its rentals from new releases<br />Algorithmic ratings and reviews powered by the community facilitates discovery<br /> 61% of the Netflix’s 15 million subscribers have rented a movie or TV show streamed over the Internet in the past year <br />
    • 7. Example - Gemvara<br />Over 1 billion jewelry SKUs<br />Every piece customizable in 25 gemstones and 8 precious metals<br />Capitalizing on Trends – Black Diamond Engagement<br />Tails within Tails<br />
    • 8.
    • 9. How to Do It - SEO<br />Create Flat Site Architecture that is Spider Friendly <br />Rules based content creation and meta data<br />Over time build relevant, unique content. (Reviews, Discussion Forums, Blogs, etc)<br />Get powerful in links deep into your site to promote crawling<br />Reduce the number of low value pages with ‘no index’<br />
    • 10. How to Do It - PPC<br />Build tight knit ad groups, bid on all three match types. <br />Use broad match as your learning ground for keywords you should be adding in exact match and as negatives.<br />Build a scalable and automated process for keyword build outs and bidding<br />The additional layer of granularity leads to:<br />More efficient bidding<br />Higher CTR’s<br />Improved Conversion Rates<br />Higher Quality Scores<br />Lower CPCs<br />
    • 11. How to Do It - CSE<br />Auto-generate product pages and feed capability<br />Build large organized feed with as many fields as possible<br />Submit to multiple CSEs to get maximum exposure (include Google Product Search - it’s free)<br />Optimize bids over time<br />
    • 12. How to Do It - CSE<br />
    • 13. Q&A<br />

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