Natural Search Advertising:
  Winning Resources … Winning the Game




Brian Klais,
EVP Search, COO, Principal, Netconcept...
Natural Search: The New Advertising
• Search: Growing from $12B to $25B by 2011 (SEMPO)

• Google: CPC costs up +15% last ...
The Battle Zone: Page-One Supremacy

Click-Through Rates:
    – Page One: 44%

    – Page Two: 11%

    – Page Three: 9%

...
CMS
                                                       100,0000+
                                                     ...
Tactical SEO Best Practices
•    URL rewriting




                                                                
•    ...
Market
                                                    Opportunity


                                                 ...
Market Opportunity

• Create keyword list
    – Export your non-brand phrases from analytics
    – Or spider site to extra...
Natural Search Marketing Platform For Advertisers   brian@netconcepts.com   Copyright 2009   8
Click-Through Rate

• Calculate your CTR as a benchmark
    – Divide keyword market size by keyword traffic
• Compare CTR ...
Natural Search Marketing Platform For Advertisers   brian@netconcepts.com   Copyright 2009   10
Traffic Acquisition Cost
• Compare PPC cost vs natural
    – Use Google’s average CPC for each phrase
    – Factor in your...
Keyword Coverage

• Measures breadth of presence + brand reach
    – Focus on non-brand phrases
• Keyword traffic volume
 ...
Natural Search Marketing Platform For Advertisers   brian@netconcepts.com   Copyright 2009   13
Landing Page Placement

• Engine rankings for your trafficked pages
    – Measure incremental value across thousands of pa...
Natural Search Marketing Platform For Advertisers   brian@netconcepts.com   Copyright 2009   15
Landing Page Yield

• Determine available landing pages
   – Pages crawled by important bots


• Pages yielding search tra...
Crawl Requests




Natural Search Marketing Platform For Advertisers              brian@netconcepts.com   Copyright 2009  ...
Incremental Traffic & Revenue

• More than just ‘current’ minus ‘previous’
    – Can’t presume non-brand rankings stay con...
Return on Ad Spend (ROAS)

• Key to getting resources allocated
• Incremental revenue over incremental cost
    – Cost inc...
Market
                                                    Opportunity


                                                 ...
Natural Search Marketing Platform For Advertisers   brian@netconcepts.com   Copyright 2009   21
Keys for Advertisers & Agencies

•   Treat as advertising channel
•   Talk metrics - before tactics
•   Quickly iterate ta...
Brian Klais
EVP Search, COO, Principal
Netconcepts



brian@netconcepts.com | 608.285.6600 | netconcepts.com
twitter.com/b...
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SMX@adtech: Search Engine Optimization Tactics — BrianKlais

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SMX@adtech: Search Engine Optimization Tactics — BrianKlais

  1. 1. Natural Search Advertising: Winning Resources … Winning the Game Brian Klais, EVP Search, COO, Principal, Netconcepts | brian@netconcepts.com
  2. 2. Natural Search: The New Advertising • Search: Growing from $12B to $25B by 2011 (SEMPO) • Google: CPC costs up +15% last year • Consumers: Click natural listings 85% over paid (Forrester) • Marketers: Budget natural search 15% of paid (Marketing Sherpa) • 56% of Google queries serve 0 paid ads (Comscore) • Natural search: bigger, more profitable, opportunity Natural Search Marketing Platform For Advertisers brian@netconcepts.com Copyright 2009 2
  3. 3. The Battle Zone: Page-One Supremacy Click-Through Rates: – Page One: 44% – Page Two: 11% – Page Three: 9% – Page Four: 5% (Marketing Sherpa) Natural Search Marketing Platform For Advertisers brian@netconcepts.com Copyright 2009 3
  4. 4. CMS 100,0000+ pages Brand Analytics IT Product Reviews Multivariate Marketing SEO Testing Design / Copywriting Navigation AJAX Platform & Merchandizing Architecture Usability Natural Search Marketing Platform For Advertisers brian@netconcepts.com Copyright 2009 4
  5. 5. Tactical SEO Best Practices • URL rewriting  • Titles and meta tags • H1s and body copy • Link building Basic Metrics • Unique Visitors • Click-through Rate • Conversion Rate Natural Search Marketing Platform For Advertisers brian@netconcepts.com Copyright 2009 5
  6. 6. Market Opportunity Click-Through ROAS Natural Search Acquisition Incremental Advertiser Costs Traffic Metrics Keyword Page Yield Coverage Page Placement Natural Search Marketing Platform For Advertisers brian@netconcepts.com Copyright 2009 6
  7. 7. Market Opportunity • Create keyword list – Export your non-brand phrases from analytics – Or spider site to extract relevant onpage keywords • Estimate market demand – Feed into Google Adwords Keyword tool – Use ‘exact match’ on comparable time period – Don’t use WT or KD for this • Model opportunity using CTR Natural Search Marketing Platform For Advertisers brian@netconcepts.com Copyright 2009 7
  8. 8. Natural Search Marketing Platform For Advertisers brian@netconcepts.com Copyright 2009 8
  9. 9. Click-Through Rate • Calculate your CTR as a benchmark – Divide keyword market size by keyword traffic • Compare CTR by SERP placement – P1 CTR averages 10% • Model traffic/sales growth potential – Good tactics will increase CTR – Monitor YoY or MoM Natural Search Marketing Platform For Advertisers brian@netconcepts.com Copyright 2009 9
  10. 10. Natural Search Marketing Platform For Advertisers brian@netconcepts.com Copyright 2009 10
  11. 11. Traffic Acquisition Cost • Compare PPC cost vs natural – Use Google’s average CPC for each phrase – Factor in your human cost or resource time – $0.75 per click vs …? • Focus on reduced acquisition cost – Increases transaction profitability Natural Search Marketing Platform For Advertisers brian@netconcepts.com Copyright 2009 11
  12. 12. Keyword Coverage • Measures breadth of presence + brand reach – Focus on non-brand phrases • Keyword traffic volume – YoY, MoM • Keyword yield trends: – Visitors per keyword Natural Search Marketing Platform For Advertisers brian@netconcepts.com Copyright 2009 12
  13. 13. Natural Search Marketing Platform For Advertisers brian@netconcepts.com Copyright 2009 13
  14. 14. Landing Page Placement • Engine rankings for your trafficked pages – Measure incremental value across thousands of pages/markets – Monitor MoM or YoY • Examine P1, P2, P3 pages for optimization targets – P1 = 1st Page of Search Results, etc – Use Opportunity metrics to calculate CTR Natural Search Marketing Platform For Advertisers brian@netconcepts.com Copyright 2009 14
  15. 15. Natural Search Marketing Platform For Advertisers brian@netconcepts.com Copyright 2009 15
  16. 16. Landing Page Yield • Determine available landing pages – Pages crawled by important bots • Pages yielding search traffic – # and % of unique pages – Identify non-performing pages – YoY, MoM delta Natural Search Marketing Platform For Advertisers brian@netconcepts.com Copyright 2009 16
  17. 17. Crawl Requests Natural Search Marketing Platform For Advertisers brian@netconcepts.com Copyright 2009 17
  18. 18. Incremental Traffic & Revenue • More than just ‘current’ minus ‘previous’ – Can’t presume non-brand rankings stay constant • Calculation should consider delta in – Keyword coverage – Keyword placement – Traffic volume by Keyword – Sales by Keyword • Proper attribution – ‘Last click’ likely to be credited to PPC Natural Search Marketing Platform For Advertisers brian@netconcepts.com Copyright 2009 18
  19. 19. Return on Ad Spend (ROAS) • Key to getting resources allocated • Incremental revenue over incremental cost – Cost includes resource time, project management, tools – Also consider lost opportunity cost • Don’t ignore – Conversion rate variance – New-to-file customers – Searcher lifetime value Natural Search Marketing Platform For Advertisers brian@netconcepts.com Copyright 2009 19
  20. 20. Market Opportunity Click-Through ROAS Natural Search Acquisition Incremental Advertiser Costs Traffic Metrics Keyword Page Yield Coverage Page Placement Natural Search Marketing Platform For Advertisers brian@netconcepts.com Copyright 2009 20
  21. 21. Natural Search Marketing Platform For Advertisers brian@netconcepts.com Copyright 2009 21
  22. 22. Keys for Advertisers & Agencies • Treat as advertising channel • Talk metrics - before tactics • Quickly iterate tactics Technology Metrics help • Measure performance deploys win tactics resources • Repeat process Data-driven process repeated Natural Search Marketing Platform For Advertisers brian@netconcepts.com Copyright 2009 22
  23. 23. Brian Klais EVP Search, COO, Principal Netconcepts brian@netconcepts.com | 608.285.6600 | netconcepts.com twitter.com/brianklais
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