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Rob Garner, ad:tech NYC 2006: Planning and Executing Search Engine Marketing Projects
 

Rob Garner, ad:tech NYC 2006: Planning and Executing Search Engine Marketing Projects

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This presentation was given by Rob Garner in 2006, and covered typical experiences in planning large scale enterprise SEM (search engine marketing) projects, particularly focusing on website redesign ...

This presentation was given by Rob Garner in 2006, and covered typical experiences in planning large scale enterprise SEM (search engine marketing) projects, particularly focusing on website redesign and search engine optimization strategy.

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    Rob Garner, ad:tech NYC 2006: Planning and Executing Search Engine Marketing Projects Rob Garner, ad:tech NYC 2006: Planning and Executing Search Engine Marketing Projects Presentation Transcript

    • Planning and Executing Search Engine Marketing Projects
      • Rob Garner Senior Strategic Planner, iCrossing
    • Overview
      • My background
      • Challenges on the client side
      • Challenges on the web design agency side
      • Challenges on the search firm side
      • Solutions
    • My background
      • Client side in a multi-channel ecommerce setting
      • Search strategist for a web design firm, Fortune 500 clientele
      • Currently focus on search-informed web design, education, and overall search strategy
    • Challenges on the client side (as an in house SEM)
      • Internal selling of search
      • Building business cases
      • Tech implementation
      • Fulfillment
      • Connection of legacy systems to track performance
      • Perception of search industry was tainted
        • Phone sales scams abounded
    • Challenges in the interactive web design agency (speaking as search strategist in this setting)
      • Integrating search as a business requirement
      • Building business cases
        • Data was often unavailable to make a proper case
        • Clients did not place a value on conversion
      • Search should have a seat at the design table
        • This is arguably one of the most important positions on the design and development team
        • Direct access to senior project managers and executives
        • Natural search is an ongoing project, from discovery to deployment and beyond
    • Challenges in the interactive web design agency
      • Creatives are naturally adverse to search
        • They perceive search as an impedance to creativity
        • Re-focus search as a creative exercise that must work within with business requirements
      • Web design and marketing still focus on an outdated form and approach to user experience
        • This element has huge impact on search design approach
        • Search strategist must be clear in helping creatives and business strategists redefine this approach
    • Challenges in the search agency (Speaking from web agency experience)
      • Lack of experience in web design and development scenarios
      • Too strong in advocating the search engine, and not the searcher or user experience
      • Balancing of creative, brand, accessibility, and search
      • Tough to build business cases, but for good reasons
      • Search is often approached as an end in itself, lacking follow-through in tying into client business goals
    • Foundations
      • Search is a business and technical requirement, and foundational issues must be solved in design and development
        • Most developers are good at solving problems
        • Creatives must understand framework they are working in, which involves designing for multiple audiences and user agents
      • Address accessibility
        • Accessibility principles lend themselves well to search
        • Helps meet broader user experience objectives
        • Helps with creative focus for search
    • Measuring success - Building a business case
      • How much is invested in search? How will the current redesign impact this investment?
      • How much is a conversion worth, and how much will search modifications be worth?
      • Use PPC metrics as the market value of a click
      • Measure opportunity lost
        • What is the value of current traffic, and how will site redesign impact this traffic?
        • Compare current internal traffic value against relative keyword CPC’s in major search engines
      • Measure lift
        • Project traffic lifts based on increase in content and relevant theme of pages against keyword search stats
        • Link development – measure lift in rising keyword ranking against traffic, against conversion
    • Education
      • One key component of planning success is education
      • A little bit of SEO 101 goes a long way. Teach to the following:
        • Execs
        • IT Dept
        • Communications / PR
        • Content creators
        • Project managers
        • Etc.
    • Thank you
      • Rob Garner
      • iCrossing Dallas
      • 214.676.2089
      • [email_address]
      • http://icrossing.com