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Optimizing SEM/SEO to Maximize E-commerce Revenue

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Learn about SEO and SEM on best practices for driving and optimizing organic and paid search traffic. See how both channels complement each other in driving post click revenue efficiently, the nuances of an ecommerce strategy, and what a typical engagement can look like from start to finish.
It doesn't matter if you're new to the world of ecommerce, or are a veteran in the field, you'll walk away with a deep understanding of strategies and tactics to drive results.

Topics covered include:
Ecommerce digital marketing basics
Metrics and measurement for organic and paid channels
Technical and content strategy
PLA strategy
Display retargeting strategy
competitor monitoring
Testing and optimization
Leveraging CRM data for improved segmentation
The importance of education and integration with operating units


Our Speakers:
Chris Birkholm, Sr Manager, SEO, Digital River

Chris Birkholm has been involved with online marketing for over 10 years. Currently managing all SEO Programs at Digital River, he has also worked with Paid Search, Conversion Optimization, Personlization, and Social.
In his current position he focuses primarily on growing ecommerce business for his SEO clients with special attention on site migrations, expansions, consolidations and re-designs. His passion for Organic Search and anything else related to online marketing is what drives him to stay at the forefront of new marketing technologies and approaches.

Mahmood Khan, Associate Director of Digital Media and Paid Search, Periscope

Mahmood has been in Media for 15 years and started his career in traditional media (TV, radio, outdoor) with an emphasis on direct response. He has worked on the agency side on national and global clients across verticals such as CPG, Insurance, Finance, Healthcare, Software and Electronics. His passion is direct response media, measurement, optimization and driving client growth.

Published in: Marketing

Optimizing SEM/SEO to Maximize E-commerce Revenue

  1. 1. PRESENTS Optimizing SEM/SEO to Maximize E-Commerce Revenue
  2. 2. 2 Introductions CHRIS BIRKHOLM Senior Manager (SEO & Business Development) Digital River Inc @ChrisBirkholm MAHMOOD KHAN Associate Director (Digital Media & Paid Search) Periscope @Khan__Mahmood
  3. 3. 3 1 Quick rundown of SEO & SEM 2 The Differentiators of a Commerce Strategy 3 Creating Commerce Optimized Content 4 Commerce Commonalities 5 Takeaways Agenda
  4. 4. [ 1 ] Quick Rundown of SEO & SEM
  5. 5. What do the Numbers Say? 5
  6. 6. SEO is Heavily Integrated with Paid Search 6 51% 39% 10% 31% 53% 16% 16% 57% 28% 13% 43% 45% 10% 43% 47% 100 90 80 70 60 50 40 30 20 10 0 27% 55% 18% CONTENT MARKETING PAID SEARCH MARKETING SOCIAL MEDIA MARKETING MOBILE MARKETING EMAIL MARKETING DIGITAL DISPLAY MARKETING
  7. 7. The Quality Score 7 Landing Page Keyword relevancy Ad relevancy Various relevancy factors Historical performance Click-through rate Quality Score
  8. 8. It just makes cents… 8
  9. 9. [ 2 ] The Differentiators of a Commerce Strategy
  10. 10. Metrics 10 1 Total Keywords 2 Search Volume 3 Keyword Position 4 Sessions/Visits 5 Bounce Rates 6 Channel % 7 CTR 8 ROAS 9 Average Position
  11. 11. The Importance of RPV 11
  12. 12. Lifetime Value 12
  13. 13. Average Rank & Total Keywords 13 • Total Keywords • Average KW Rank 0 500 1000 1500 2000 2500 3000 0.00 5.00 10.00 15.00 20.00 25.00 30.00 35.00 40.00 45.00 Average KW Rank Total KWs
  14. 14. Keyword Growth and Average Search Volume 14 • Total Keywords • Average Keyword SV 0 500 1,000 1,500 2,000 2,500 3,000 0.00 100.00 200.00 300.00 400.00 500.00 600.00 TotalKeywords SearchVolume Average KW SV Total KWs
  15. 15. Total Keywords & Revenue Per Visitor 15 • Total Keywords • RPV 0 500 1,000 1,500 2,000 2,500 3,000 $0.00 $0.05 $0.10 $0.15 $0.20 $0.25 $0.30 $0.35 $0.40 $0.45 TotalKeywords SearchVolume Organic RPV Total KWs
  16. 16. Relationship Between Spend & ROAS 16 Revenue ROAs Spend
  17. 17. Search Volume & Search Queries 17
  18. 18. Keyword Research 18 NORMAL KEYWORD RESEARCH UTILIZING TOOLS SUCH AS: • Keyword Planner • BrightEdge • Moz • SEMRush • Trends Awareness Consideration Intent Purchase Loyalty SIMPLE ONLINE BUYING PROCESS Describing & relating to problem audience is experiencing Introducing & comparing solutions Guiding decision making process Providing detail to encourage conversion & advocates
  19. 19. PRODUCT SUB- CATEGORY CATEGORY Blood Pressure Monitor Upper Arm BPM Omron 10 Series BPM Omron 7 Series BPM Wrist BPM Omron 3 Series BPM Keyword Mapping 19 KEYWORD MAPPING PROCESS • Spider Site • Manual Analysis of Pages • Current Rankings • Competitor Rankings • Volume Analysis • Trend Analysis TOP OF FUNNEL MID FUNNEL BOTTOM FUNNEL Broad Keyword Intent Single words, Generic Phrases VISITOR RESEARCHING Specific Keyword Intent Detailed Search Phrases VISITOR IS ENGAGED Exact Keyword Intent Precise Goal Phrases VISITOR READY TO BUY!
  20. 20. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Sum of % on 1st Page Sum of % of 1st Page @ #1 Sum of % of Total @ #1 Sum of Avg % on 1st Page Sum of Avg % of First Page @ #1 Sum of Avg % of Total @ #1 Keyword Distribution & Analysis 20
  21. 21. Paid Media Optimizations 21 PRODUCT PERFORMANCE • Are you just measuring revenue or also looking at granular product performance? • Are people buying products from your landing page or navigating to other pages to purchase other products CRM SEGMENTATION - CROSS SELL, UP SELL • Paid Search, Programmatic OFFLINE REVENUE • Implement measurement such as store visits, foot traffic • Conduct on and off tests to measure impact on offline revenue BEST SELLING PRODUCTS 5,000 UNITS 10,000 UNITS 100,000 UNITS
  22. 22. Multi Touch Attribution 22 THE BIGGER PICTURE THE HALO EFFECT FROM OTHER MEDIA: Social, TV, Radio, OOH, Print • Creating demand, raising awareness • These channels play a significant role for your branded search queries, organic and direct traffic $100 driven in revenue from Paid Media (Last Click) is not all due to Paid Media but a result of several media touch points for a consumer
  23. 23. [ 4 ] Creating Commerce Optimized Content
  24. 24. Three pillars of testing 24 1 2 Your Opinion Doesn’t Matter. At All. Test As Often & As Much As Possible. Never Assume Anything. 3
  25. 25. Landing Page 25 LANDING PAGES A/B • Responsive • Responsive check out TESTING NEVER STOPS • Calendar events • Upcoming: Holidays, Black Friday, Cyber Monday • Product selection • Bundles • Value you are providing to the user 33% CONVERSION 13% CONVERSION A B
  26. 26. Organic & Ad copy Optimizations 26 Organic & Ad COPY • ETA (EXPANDED TEXT ADS) • $ OFF, % OFF • DYNAMIC COUNTER • AD EXTENSIONS • Sitelinks • Special Offers • Review extensions • Callout extensions • Ratings • Structured snippets • Price extensions • Title Tag Optimization • Meta Description Optimization • Site Link Optimization What is your paid media doing “post click, post impression”? What can I do to make the dollars work harder? What would make this easier?
  27. 27. PLA’s 27 PRICING IS VERY IMPORTANT OPTIMIZATIONS • Google Taxonomy categories • Product Feed • Titles • Description • Images • Special offers • Best sellers • Bids • Negative keywords RLSA CAMPAIGNS PLA CUSTOMER MATCH
  28. 28. Product Descriptions & Manufacturers 28 Powered by Frostbite: One of the industry's leading game engines, Frostbite delivers authentic, true-to-life action, takes players to new football worlds, and introduces fans to characters full of depth and emotion in FIFA 17. 51 results (1.10 seconds)
  29. 29. Duplicate Content is a Real Threat 29
  30. 30. Canonical Tags 30
  31. 31. Linking Strategies Can Be Easier 31
  32. 32. Link Manicuring 32 1. If available, work with the TLD and their marketing Team 2. Ensure your anchor text matches your keyword maps 3. Long Tail to General Non-Branded Strategy
  33. 33. Retargeting for Display Ads 33 CUSTOMIZED SEGMENTS • Non purchasers • Purchasers (Look Alike Targeting – Increase scale) • Cart abandoners • Product page views • Recency data DYNAMIC CREATIVE • 3rd party vendors • Integration of merchant center with Adwords / DBM • Expand your reach programmatically Always have a back up static banner ad
  34. 34. [ 5 ] Commerce Commonalities
  35. 35. Schema & Structured Data 35
  36. 36. Schema & Structured Data 36
  37. 37. International Expansion 37 LATAM APAC EMEA BRICShttp://www.brics-info.org
  38. 38. How to Setup International domains 38 Determining the best site setup for international sites can be a tricky process but isn’t generally too hard to expand on. URL structure Example Pros Cons ccTLDs example.ie • Clear geotargeting • Server location irrelevant • Easy separation of sites • Expensive (and may have limited availability) • Requires more infrastructure • Strict ccTLD requirements (sometimes) Subdomains with gTLDs de.example.com • Easy to set up • Can use Webmaster Tools geotargeting • Allows different server locations • Easy separation of sites • Users might not recognize geotargeting from URL alone (is “de” the language or country) Subdirectories with gTLDs example.com/de/ • Easy to set up • Cam use Webmaster Tools geotargeting • Low maintenance (same host) • Users might not recognize geotargeting from URL alone • Single server location • Separation of sites harder URL Parameters site.com?loc=de Not recommended • URL-based segmentation difficult • Users might not recognize geotargeting from the URL alone • Geotargeting in Webmaster Tools is not possible
  39. 39. International Search Engines 39
  40. 40. “What the hell did you just say to me?” 40 Rel=alternate hreflang=x
  41. 41. Education & Patience 41 Not a one person responsibility for any content. • SEO, Paid Search, Display • Creative, Webdev & Copywriters • Analytics • Client
  42. 42. Migration Happens 42 Basic Migration Principles: • Spider Everything • Map Old & New • Create new Sitemaps • Create new Robots.txt • Optimize New Pages • Validate Mobile Friendliness • Establish Baseline KPI’s • Track Keywords • Setup New Analytics & Search Console • Launch New Site • Turn on Re-Directs • Spider Old & New Site • Submit Sitemap • Monitor Analytics
  43. 43. Build-Outs & New Sites 43 SEO and Building New Sites: • Keyword Research • Protocol Decision • Setup PLA Product Feed • Competitor Analysis • Implement Conversion Tags • Creating a Keyword Map • Header Tag Optimization • Create Landing Pages • TT, MD and Ad Copy CTA • Validate Mobile Friendliness • Create XML Sitemap • Create Robots.txt • Setup Analytics • Setup Search Console • Launch & Spider Site • Address any Errors and Monitor Analytics • Claim Social Properties • Implement Merchant Center Tag
  44. 44. [ 6 ] Takeaways
  45. 45. 45 Understand & Know Your Data
  46. 46. The Four C’s 46 Continuously crawl, test, analyze and optimize ONE Communication across all stakeholders TWO Content is king THREE Customer is always right FOUR
  47. 47. Did SEO Die? 47
  48. 48. SEO is the Keanu of Marketing 48 2016
  49. 49. THANK YOU

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