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Digital Search Insights Integration of Communication Touchpoints VivekChaudhuri Director, Search Marketing @digitalv
Do you still have to sell search engine marketing?
Sell value in their business terms (RESULTS) 1 Speak from a business perspective and don’t get caught up in the “bells and whistles” of product features 2 Establish trust and credibility to become a strategic advisor (INSIGHTS)
How do we become a strategic advisor rather than a tactical search marketer?
Brand experience starts with key “words” that customers use… KEY “WORDS”
Digital search insights from keyword research What:
Understand what information target audience is searching and consuming online
How is the target audience searching for this information >> “Keywords”
Potential uses of insights:
Build content relevant to information that customers are searching
Leverage search insights to integrate both digital and traditional marketing channels
Analysis and search mix recommendation Keyword Themes Keyword Performance Feedback Primary Terms Secondary Terms Content Development Analytics Paid Creative and Messaging Low Keyword Competition High SEO Low Search Frequency High Additional Considerations Keyword Matrix/Landscape is used to analyze each keyword theme/bucket to prioritize primary and secondary recommended keywords Search Mix Plan is recommended and optimized on an ongoing basis based on performance monitoring
VivekChaudhuri Director, Search Marketing Digitas Health @digitalv Vivek.Chaudhuri@DigitasHealth.com