How Dell leverages organic search and Big Data to find and acquire new customers and new revenues everyday, youramigo
Internet World 2013
How Dell leverages organic search
and Big Data to find and acquire
new customers and new revenues
Nick Stone, Director of Account Management
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.
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)
Google Data – Changing Search Landscape
Every day Google answers more than 1 billion queries from people
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.
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.
• 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
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
Maximising the Keyword List
Image courtesy of www.wordle.net/
Creating relevant content
Creating relevant high
quality unique new content
that matches searchers
• Often more than
phrases to describe
the same product
• Scalably build large
volumes of new
• Use multiple
sources of content:
- Product Feeds,
YourAmigo Artificial Intelligence Technology solution to optimise for hundreds of thousands of Relevant
• 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
Relating Keywords to Products
Possible Keyword Combinations
YA Spider Linker pages which relate searcher keywords with relevant content
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
17% - Terms with 2-5
clicks per Qtr
80% - One Click per
30 clicks or less
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”
Incremental and Un-Branded Traffic Growth
All Dell products now gaining traffic and sales from search
• 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
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!
Thank You, any questions?
Visit YourAmigo @ Stand ??????
Nick Stone, Account Director Europe
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