Search 3

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Search 3

  1. 1. Mike Moran SEO Project Management INTRODUCTION www.mikemoran.com © 2011 Mike Moran Group LLC1
  2. 2. Mike MoranWhat is SEO Project Management?  Embedding SEO into marketing strategy  Planning your SEO program  Making SEO operational2
  3. 3. Mike Moran SEO Project Management Embedding SEO into Marketing Strategy3
  4. 4. Mike MoranDirect marketing underlies your strategy Does direct marketing have lessons to teach search marketers? Direct mail Catalogs4
  5. 5. Mike MoranDirect marketers always think metrics at the start  Target your first campaign  Assess your current situation  Calculate your opportunity Define Constantly Try different Get real numeric look at approaches feedback objectives performance5
  6. 6. Mike MoranWhat are your conversions? Online sales  Download a white paper Find a store  Fill out a Find a dealer contact form Find a partner Phone call Affiliate link6
  7. 7. How do you use visitor and conversion metrics? Visitors 1000 Conversion Rate 1% Conversions 10 Base7
  8. 8. How do you use visitor and conversion metrics? Increase your conversion rate Visitors 1000 1000 Conversion Rate 1% 2% Conversions 10 20 Base8
  9. 9. How do you use visitor and conversion metrics? Increase your conversion rate Increase your traffic Visitors 1000 1000 2000 Conversion Rate 1% 2% 1% Conversions 10 20 20 Base9
  10. 10. How do you use visitor and conversion metrics? Increase your conversion rate Increase your traffic Or both Visitors 1000 1000 2000 2000 Conversion Rate 1% 2% 1% 2% Conversions 10 20 20 40 Base10
  11. 11. Mike MoranYou can apply mini-conversions to your Web site  Learn–looking at and Learners becoming familiar with your Learn offerings Shoppers  Shop–placing items in the Shop shopping cart Buyers  Buy–entering and Buy completing the purchase or checkout process Customers11 © 2010 Mike Moran
  12. 12. Mike MoranHow do you count conversions?  Google Analytics is free  It’s easy  It works © 2010 Mike Moran Group LLC12
  13. 13. Mike MoranWhat is your Web Conversion cycle? For yoursite? Land Online PC Consulting? Land Sales? Learn Learn Use Shop Engage Get Select Buy Some sites lead to offline activity
  14. 14. How do you track offline conversions to the Web?  The easiest way is for you to contact the customer  If the customer switches channels, entice the customer to:  Print the product’s specifications to bring to the dealer  Print a coupon to present at the retailer  Call a special phone number14
  15. 15. Use SEO to drive conversions  How many search visitors come to buy?  The right search result puts the visitor in the ―Learn‖ Search stage to view a product page.  How many customers that view a Learn product page put items in their carts? Use  And how many check out? Shop  Multiply by your average revenue Get and you have the impact of search on revenue. Buy Increasing the success rate at any stage increases the overall conversion rate15
  16. 16. SEO Project Management Planning your SEO Program16
  17. 17. Mike MoranChoose the scope of your overall SEO program  A single product line? Digital Cameras  Business unit? Home Theatres DVD Players  Country market? Televisions  The entire enterprise? Time17
  18. 18. Mike MoranWhat are the basic steps of each campaign? Get Pages Indexed  Make sure your pages are in the search indexes Choose Keywords  Identify the words that searchers use to find you Optimize Content  Use those words in the right places on your Web pages Attract  Create content that others will link to Links18
  19. 19. Mike MoranDecide what tasks you must centralizeTask Functional Product- Multinational Conglomerate OrientedTargeting Central Central Extended Centralsearch enginesPlanning Central Extended Extended CentralkeywordsReporting Central Central Central ExtendedmetricsDefining Central Central Central ExtendedstandardsOrganization type influences the right place for each task19
  20. 20. Mike MoranHow does a company plan an SEO program?  Example: Snap Electronics  A fictional electronics manufacturer  Well-known brand name  Large Web site with heavy online sales  High-end, innovative, easy-to-use products  ―Our products are a snap!‖20
  21. 21. Mike MoranChoose the target area of your site  Pick something high profile  Ensure the impact is measurable  Keep it simple  Make it practical21
  22. 22. Mike MoranHow much search traffic do you already get?  Your metrics facility can tell you your current traffic  You can project your missed opportunities:22
  23. 23. Mike MoranCheck to see where your competitors are  Competitors rank much higher for digital camera than Snap does  That likely means you can improve23
  24. 24. Mike MoranHow much more traffic can you get? Project the traffic improvement for each keyword24
  25. 25. Mike MoranThen project the value of the resulting conversions  To know what the value of search marketing is worth, you must calculate the conversion rate and its value  You can use this to justify the investment and to check your return on investment later25
  26. 26. Mike MoranProject your costs  You already projected your revenues  Now you need to see the other side26
  27. 27. Mike MoranPut together your revenue and expenses  Your mileage may vary, but the number will be big for you  This won’t persuade everyone, but it’s a start27
  28. 28. Mike MoranPut together your plan  Don’t skimp on details for execution  Anyone can cook a spreadsheet to forecast success  Make sure that your plan is detailed and believable28
  29. 29. Mike Moran SEO Project Management Making SEO Operational29
  30. 30. Mike MoranMake your search program operational  Your central team handles everything you need to do in one place in your organization  But their most important job is working with your extended team—all of those specialists that already run your Web site:  Copy writers  Product managers  IT folks  etc.30 © 2010 Mike Moran
  31. 31. Mike MoranCreate a search marketing user’s group  Invite members from each key area of your business  Keep the meetings consistent and valuable  Make introductions and explain roles  Share learning experiences and best practices  Opportunity for additional training  Work through specific problems to get to a resolution31 © 2010 Mike Moran
  32. 32. Large companies need a search marketing council Central Search Team Product Lines Geographies AP EMEA Americas Campaign Content Best practices development optimization Paid Search Organic Search Program Management Content Management32
  33. 33. Mike MoranTraining the extended team is the main job  Explain why search is important—they all want the site to be successful and they all search themselves  The specialists on your extended search team need different training in their own languages:  Copy writers: Keyword rich  Product Managers: Keywords  IT folks: Spider traps  etc.33 © 2010 Mike Moran
  34. 34. Mike MoranWhat levers do you pull?  If you use ―processes‖ to your advantage, you can use the system against itself  Change existing standards  Leverage compliance systems to enforce  Training and Evangelizing  Show the negative current situation  Offer focused training sessions34 © 2010 Mike Moran
  35. 35. Mike MoranFix your infrastructure to get your pages indexed  Set standards to control spider traps:  Ban frames, pop-ups, JavaScript links, etc.  Regulate Flash, cookies, dynamic pages  Correct robots directives  Redirect pages properly  Enforce standards with existing processes whenever possible35 © 2010 Mike Moran
  36. 36. Mike MoranEnforce search-friendly coding templates Modify authoring processes to foster best practices36 © 2010 Mike Moran
  37. 37. Mike MoranCentralize keyword management  Pick the must-win keywords and the landing page for each one  Stopping bidding wars between business units in paid search might justify your program by itself37
  38. 38. Mike MoranAssess your content with metrics  Build or buy an automated program that regularly inspects your content  Check compliance to all key standards:38
  39. 39. Mike MoranRank checking alerts you to sudden movements  You can check manually, but automated rank checking programs save you effort  Increasing personalization is making ranking harder to measure than in the good old days  Observe changes in your rankings or your competitors’39
  40. 40. Mike MoranAssess your referrals and conversion metrics  Use the Web Conversion Cycle to use your added search referrals to show the revenue and costs for each conversion  Use this to compare to the projections you made and to detect any changes (positive or negative) that need attention40
  41. 41. Mike MoranMonitor search referrals and conversions regularly  Overall  By keyword  By search engine If you see referrals and  Organic vs. paid conversions out of sync, it can be worth examining41
  42. 42. Mike MoranUse scorecards to “motivate” teamwork Score each business unit every month and Search Engine Brand Unit Scorecard Worksheet Unit: XX URLs: URL1, URL2, URL3 publicize the results Keyword keyword 1 Google Rank 1,2 MSN Rank 58 Yahoo Rank AOL Rank 1 1,2 AlltheWeb 1,2 Ask Rank 100 internally keyword 2 1,2,6 70 1,5 1,2,6 1,2,6 29 keyword 3 1,2 45 1 1,2 1,2 65 keyword 4 1,2 3 1 1,2 1,2,10 4 keyword 5 3,4 2 2 3,4 3,4 1 keyword 6 18 13 16 20 18 18 keyword 7 1,2,3,4,5,6,7 1,2,3,4,5 1,2,3,4 1,2,3,4,5,6,7 1,2,3,4,5,6,7 1,2,3 keyword 8 3,4 4,6 3 3,4 4,5 12 keyword 9 1,2,10 1,2,3 1,9 1,2,10, 1,2,10 2,4 keyword 10 1,9,10 100 1,7 1,9,10 2,3,4 50 keyword 11 2,3,4 0 Estim ated Searches 2,3 Current 2,3,4 Missed 0 Potential 0 Current keyword 12 Keyw ord 1 Monthly 100 Annual 1 Visits 1 Visits 10% 1 25% 0 Google Rank keyword 13 1,2 20 1 1,2 1,2 47 Keyword 1 59,130 709,560 591 58,539 5,913 14,783 25 keyword 14 10 100 9 10 27 100 Keyword 2 41,580 498,960 416 41,164 4,158 10,395 45 keyword 15 8 100 11 7 7 100 Keyword 3 40,050 480,600 401 39,650 4,005 10,013 22 Keywords with Top Keyword 4 10 Rankings 14 31,560 5 378,720 13 316 14 31,244 3,156 12 7,890 4 88 With KW List Size Keyword 5 Factor 0.93333333323,700 284,400 0.333333333 0.866666667 237 23,463 0.93333333 2,370 0.8 0.26666667 5,925 120 Keyword 6 With Browser Share Factor 0.46666666719,860 238,320 0.033333333 0.086666667 199 19,661 0.09333333 1,986 0.08 0.02666667 4,965 75 Number of Top 10 Rankings 7 Keyword 34 12,66012 151,920 20 127 34 12,533 1,266 31 3,165 7 46 Keyword 8 7,740 92,880 77 7,663 774 1,935 82 Keyword 9 6,210 74,520 62 6,148 621 1,553 38 Keyword 10 1,230 14,760 12 1,218 123 308 98 Total Searches/Visitors 243,720 2,924,640 2,437 241,283 24,372 60,930 Increased Traffic Potential Results Current 10% 25% Visitors 2,437 24,372 60,930 # Leads @ 10% Conversion 244 2,437 6,09342 © 2010 Mike Moran
  43. 43. Mike MoranSlowly change organizational behavior  Change the rules  Set benchmarks  Review business unit scorecards  Demand improvement  Repeat43
  44. 44. Mike MoranSumming up SEO Project Management  Embed SEO into your marketing strategy  Plan your SEO program  Make SEO operational44

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