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Seo Technology – Going Beyond The Tools Easynet Affilicon Israel June 2009
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Seo Technology – Going Beyond The Tools Easynet Affilicon Israel June 2009

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  • 1. SEO technology – going beyond the tools
  • 2. AGENDA
    • Evolution of SEO technologies
    • Evolution of PPC technologies
    • How can technology empower and refine SEO
    • Current state of SEO
    • Challenges of enterprise-level SEO
    • The killer Application
  • 3. Evolution of SEO technologies
    • Tools (freewares): Rank checker, keyword generator, link analyzer
    • Analytics tools: Google analytics, other generic web analytics tools, webmaster tools
    • Business level SEO management software (show screenshot of conductor)
  • 4. Evolution of SEO technologies Tools (Freeware/shareware)
  • 5. Evolution of SEO technologies
    • Tools (Freeware/shareware)
    • Generic Analytics tools (that aid SEO)
  • 6. Evolution of SEO technologies
    • Tools (Freeware/shareware)
    • Generic Analytics tools (that aid SEO)
    • Business level SEO management software
  • 7. Evolution of PPC technologies
    • Drawing parallels: PPC technologies are ahead in few good years open/close ecosystem, budgets
    • Simple (rules based ) bid management, keyword generation
    • Campaign/portfolio management
    • More comprehensive optimization platform: integrate CRM/BO data, handle the multi dimensions of PPC advertising
  • 8. Evolution of PPC technologies
    • PPC technologies are ahead in few good years
  • 9. Evolution of PPC technologies Tools for keyword list generation, simple bid management (rules based)
  • 10. Evolution of PPC technologies PPC Tools Portfolio management
  • 11. Evolution of PPC technologies PPC Tools Portfolio management More comprehensive optimization platform
  • 12. How can technology empower and refine SEO (1) - current state of SEO
    • Dynamic than ever SERP environment – ranking is “half dead” era
    • Common SEO practices becoming a commodity
    • Old/artificial link building practices becoming questionable
    • Big brands have a higher SERP traction with algorithm shifts and trends
  • 13. How can technology empower and refine SEO (2) - Challenges of enterprise-level SEO
    • Integrate SEO traffic with CRM/Back office metrics for measuring real business impact
    • Build a comprehensive and scalable SEO strategy and SEO program
    • Tie investment in particular SEO items to ROI
    • Implement SEO best practices across the web development and business development processes
    • Execute & Scale
  • 14. How can technology empower and refine SEO (3) - Scaling
    • Broadening keyword targeting, without losing focus on core terms
    • Pinpointing/prioritizing keyword classes, target pages, SERP snippets and other “optimizable” elements, based on their contribution to conversion
    • Take into account click stream when evaluating conversion
    • How can technology work to achieve that end?
  • 15. The killer application
    • Will introduce CRM/Back office integration into SEO – in the deepest granularity level
    • Will account SEO results within the context of additional traffic sources (click stream)
    • Will enable forecasting of impact – ahead of execution
    • Will tie action into monetary impact (post – execution)
  • 16. The killer application – a bit drilled..
    • Will identify and alert high and low performing keyword classes, landing pages, internal linking schemes, new incoming links, title/description tags, headlines…etc.
    • And their combinations
    • Will allow multi-dimensional investigation of the activity (slice & dice, dimension exchange)
  • 17. The killer application – example
  • 18. The killer application –bottom line
    • Will be an elaborate, reliable, evolving engine for SEO decision making
    • Empower optimizers and managers in directing, valuing and optimizing SEO activity into a high volume, profitable online marketing medium
  • 19. THANK Y U