Internet World 2013

How Dell leverages organic search
and Big Data to find and acquire
new customers and new revenues
eve...
Back to Basics
Did You Know..
85% of all online consumers start their investigation using a search engine
(source: Jupiter...
Google Data – Changing Search Landscape

Every day Google answers more than 1 billion queries from people

Source: certifi...
Non-Brand vs. Branded Traffic

YourAmigo data shows most search phrases are nonbranded.The percentage of non-branded means...
Volume, Variety & Velocity of Data
How many customers out there and search phrases that you will never know
about or see?
...
Unique Long Tail Search Terms
YourAmigo uses the Apache Hadoop Big Data Platform
to levergage searcher data to find huge n...
Maximising the Keyword List

Image courtesy of www.wordle.net/
Creating relevant content

Creating relevant high
quality unique new content
that matches searchers
queries
• Often more t...
The Solution
YourAmigo Artificial Intelligence Technology solution to optimise for hundreds of thousands of Relevant
Searc...
Relating Keywords to Products

Possible Keyword Combinations

SEEC

Matching
Keywords

Website Pages

YA Spider Linker pag...
Hidden Treasure – “One Click” Search Terms
Over 85,000 unique pages were created to capture the OneClick Search Terms
More...
Search Term Analysis
From Long Tail Search Terms

• 83% traffic
• 67% Sales
(Phrases that were used less than 30 times in ...
Incremental and Un-Branded Traffic Growth
All Dell products now gaining traffic and sales from search
engines
• Only 10% o...
Dynamic Environment
In an ever changing search engine environment technology
enables you to keep up with every update:
•
•...
Thank You, any questions?

Visit YourAmigo @ Stand ??????

Nick Stone, Account Director Europe
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How Dell leverages organic search and Big Data to find and acquire new customers and new revenues everyday, youramigo

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How Dell leverages organic search and Big Data to find and acquire new customers and new revenues everyday, youramigo

  1. 1. Internet World 2013 How Dell leverages organic search and Big Data to find and acquire new customers and new revenues everyday Nick Stone, Director of Account Management
  2. 2. Back to Basics Did You Know.. 85% of all online consumers start their investigation using a search engine (source: Jupiter Research) 94% of traffic from search engines comes from the organic results, not Pay Per Click. (source: eConsultancy) 75% of search engine users never scroll past the first page of results. (Source: Seventh WWW User Survey – Georgia Institute of Technology) Users looking for products on-line are far more likely to type the product name into a search engine (28%) rather than go into an engine’s “shopping” channel (5%) or click on banner ads (4%) (Source: Jupiter Media Metrix and NPD)
  3. 3. Google Data – Changing Search Landscape Every day Google answers more than 1 billion queries from people Source: certifiedknowledge.org/blog/are-search-queries-becoming-even-more-unique-statistics-from-google
  4. 4. Non-Brand vs. Branded Traffic YourAmigo data shows most search phrases are nonbranded.The percentage of non-branded means that most customers are new visitors and turn into new aquisitions.
  5. 5. Volume, Variety & Velocity of Data How many customers out there and search phrases that you will never know about or see? How to un-tap the huge potential of unmatched search terms? -70% of all searches - You can't do it manually or without tools. The opportunity is encapsulated in the term Big Data. If you can capture this data, sort and manage it, and then process that data quickly into highly optimised content. BIG DATA • Google processes 1 Petabyte of data per hour! • Data is only valuable if you can put it to work, otherwise it is just lost potential. • Big Data is about using stored data and leveraging it for new streams of Revenue • High Volume, High Velocity, High Variety Data
  6. 6. Unique Long Tail Search Terms YourAmigo uses the Apache Hadoop Big Data Platform to levergage searcher data to find huge new sources of Revenue for clients like Dell For Dell we are talking over 250k unique search phrases per month driving millions of clicks provided by YourAmigo technology. • Ultra Long tail (over 3 words) • Un branded • Unique (only 1 click per phrase) Big Data is about find, capture, manage, analyse, use to improve, grow – so finding, capturing and using more than 250,000 unique search phrases – gaps in their business – and this can’t be done manually, so where their SEO team stops, YourAmigo’s BigData and technology capability starts to drive incremental new traffic and revenue that humans just can’t find or process – this is your new revenue channel
  7. 7. Maximising the Keyword List Image courtesy of www.wordle.net/
  8. 8. Creating relevant content Creating relevant high quality unique new content that matches searchers queries • Often more than 100 unique phrases to describe the same product • Scalably build large volumes of new content • Use multiple sources of content: - Product Feeds, Reviews Feeds, Offers, etc
  9. 9. The Solution YourAmigo Artificial Intelligence Technology solution to optimise for hundreds of thousands of Relevant Search Terms • Relate Keyword phrases to products • Dynamic Content Creation • Use artificial intelligence technology to analyse searcher data and scaleably create thousands of new pages quickly to target new search phrase combinations. • Fully track-able results Keyword Data Dynamically Created Content Revenue generating pages Searcher Data
  10. 10. Relating Keywords to Products Possible Keyword Combinations SEEC Matching Keywords Website Pages YA Spider Linker pages which relate searcher keywords with relevant content SEEC
  11. 11. Hidden Treasure – “One Click” Search Terms Over 85,000 unique pages were created to capture the OneClick Search Terms More than 250,000+ Search Phrases driving incremental traffic Q4 Search Term Distribution Clicks 17% - Terms with 2-5 clicks per Qtr 80% - One Click per Qtr Terms >1000 301-1000 201-300 151-200 121-150 101-120 91-100 81-90 71-80 61-70 51-60 41-50 31-40 21-30 11-20 6-10 2-5 1 Long Tail 30 clicks or less per Qtr
  12. 12. Search Term Analysis From Long Tail Search Terms • 83% traffic • 67% Sales (Phrases that were used less than 30 times in a quarter) example: “dell inspiron 15 green” From “One Click” Search Terms • 43% traffic • 31% Sales (Phrases used only once in a quarter) example: “intel wifi link 5100 d link dir ” 635”
  13. 13. Incremental and Un-Branded Traffic Growth All Dell products now gaining traffic and sales from search engines • Only 10% of traffic from Top 50 Most Popular Terms • The majority of customers are new acquisitions from infrequently used search terms • Scalability to target Ultra Long Tail Searches • Doesn’t compete with Dell’s SEO team which is focused on brand & popular terms
  14. 14. Dynamic Environment In an ever changing search engine environment technology enables you to keep up with every update: • • • • • • • Data led approach Understand and interpret the algorithm changes Scale updates across thousands of product pages To optimise every single product in a non-manual process Capture high volumes of Ultra long-tail organic traffic Increase the percentage of new customers Large Revenue generating project with positive ROI ! Leverage Big Data to tap into new Revenues!
  15. 15. Thank You, any questions? Visit YourAmigo @ Stand ?????? Nick Stone, Account Director Europe
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