Penton Digital Research Strategic Insights Study Marketing Strategy Sample

1. Strategic Insights Study
Client XYZ | October 1 – December 31, 2013
Client XYZ
Building a Marketing & Engagement Roadmap

2. Additional Marketing Opportunities

3. Pentonmarketingservices.com | 3
Client XYZ SEO Recommendations
Website Crawler Errors
1031
140
38
24
11
9
0 200 400 600 800 1000 1200
Missing Meta Description Tag
Duplicate Page Title
Duplicate Page Content
Title Element Too Long (> 70 characters)
Too Many On-Page Links
4XX (Client Error)
Missing Meta
Description Tag
Duplicate Page Title Duplicate Page Content
Title Element Too Long
(> 70 characters)
Too Many On-Page
Links
4XX (Client Error)
Errors and Warnings 1031 140 38 24 11 9

4. Pentonmarketingservices.com | 4
Client XYZ SEO Recommendations
Meta Data Display Example
Title within character length but no
descriptors that could be useful in
organic search
Complete lack of meta description or
keywords that could be used to find
the site through organic search
results
Acceptable number of on-page
links
Header Title is H2, rather than
H1, and doesn’t include any
descriptors or words that could be
considered useful for organic
search

5. Pentonmarketingservices.com | 5
Definitions:
Root Domains – The domain name you need
to register with a TLD extension.
Examples:
*.Client XYZ.com
*.wordpress.com
Subdomains – The “third level” domain name
that is free to create under another owned root
domain.
Examples:
Cleanseries.Client XYZ.com
shopping.hp.com
Subfolders – The folders within a root domain
address.
Example:
Client XYZ.com/products/weight-management
Competitor 1foods.com/products
Search engines use various metrics to
determine website credibility and relevance.
Metrics applied to pages of a website are
things such as PageRank. Thoughout years of
experience, observation and testing, SEO
experts have observed some steady patterns
of behavior including the following:
• Individual pages benefit from being on
power subdomains and root domains.
• Individual subdomain pages DO NOT
always inherit the positive metrics and
ranking ability of other pages within a root
domain.
• Some subdomains GET NO BENEFIT from
the root domain they’re on.
• Individual subfolder pages DO appear to
receive all the benefits of the root domain
and behave remarkably similarly, no matter
what subfolder under a given subdomain
they are on.
Client XYZ SEO Recommendations
Subdomain vs. Subfolders Strategy Recommendations

6. Pentonmarketingservices.com | 6
Client XYZ SEO Recommendations
Root Domain/Folder Structure Example – Competitor 1
Competitor 1 employs a single domain brand strategy with multiple subfolders, which creates a
consistent URL structure for all high level categories and products on its website:
http://www.Competitor 1foods.com
Competitor 1’ single domain
strategy, paired with multiple
subfolders, give priority pages sitelinks in
short tail keyword searches such as
“Competitor 1”.
Top Organic Listing
Sitelinks

7. Amazon and Google Product
OptimizationTips to optimize for Amazon and Google as well as a product listing example

8. Pentonmarketingservices.com | 8
Amazon Product Optimization
New Product Example
Client XYZ is not currently utilizing Amazon as a sales platform, but this is how one of their products
would appear should they decide to use product feeds outside of their own site.
Properly
sized
image
File name
is proper
length and
includes
research
approved
keywords
Allows for
reviews
and rating
of
products
Overview
of product
includes
important
and
engaging
bullet
points

9. Pentonmarketingservices.com | 9
Google Product Optimization
Current Product Example
Sold by third party retailers
rather than directly from Client
XYZ
Some description but none that coincide
with descriptors from the Client XYZ site
and no relevant, research approved
keyword that can be used for organic
search

10. Pentonmarketingservices.com | 10
Google Product Optimization
Product Example
Description
fits within
limits and
includes
research
approved
keywords
Product sold
via Client XYZ
site rather
than a third
party retailer
Title fits within character
limits and includes
research approved
keywords

11. Thank You
Krista Montes de Oca
Senior Strategic Insights
Analyst
(571) 388-5016
krista.montesdeoca@penton.com
Jen Cintora
Social Media Coordinator
(970) 203-2855
jennifer.cintora@penton.com
Julia Niiro
Practice Lead, Business &
Social Strategy
(970) 203-2839
Julia.niiro@penton.com