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Driving increased visits and qualified traffic to ibm.com from external search engines
Driving higher propensity leads for our programs and our business units
Supporting a customer/prospect’s journey by serving relevant content (is properly aligned to our agenda and) whenever prospects search
Search is integrated throughout our programs as part of an end-to-end approach supported by back end systems
Success with Search for IBM is defined by:
100% Visibility on page 1 Deploying each programs road map around the world as locally relevant. Superior web experience Serving the right page, with the right content and offers, and online assistance in every market. Aligned back-end systems Integrated into the 360 campaigns for ongoing nurturing/live assist, etc. Three steps are required to achieve success 1 2 3 Organic Paid 1 2 3 4 OTM N/R Follow-up Email R Newsletter
Site Fix: Detailed recommendations for changes to make the site more search friendly
Page Fix: Detailed page level recommendations for changes to make specific pages rank higher
Keyword Modeling: Detailed review of keywords and their ranking and conversion performance
Diagnostic Area Next Steps Site Spiderability Detect any barriers to spiders Review page inclusion and frequency of updates Link Popularity Quantity & Quality of links to the site Algorithm Compliance Template layout Keyword Prominence Unfriendly design attributes Preferred Landing Page Development
Integrated Paid and Organic models to make program more efficient
Deployment of Optimized Words CPC reductions from eradication of expensive, low production keywords CTR improvements from focus on high converting words/ engines Immediate increase in click rate and cost reduction!
Almost Immediate Decrease in Cost while gaining more qualified visitors Once high rankings appeared we Attracted more targeted people at Lower cost per visit