BrightonSEO 2014 - Localizing SEO Performance

7,002 views

Published on

This is my BrightonSEO 2014 presentation. It covers a unique case study on the local performance of Geico for auto insurance keywords.

BrightonSEO 2014 - Localizing SEO Performance

  1. 1. LOCALIZING SEO PERFORMANCE To develop a winning SEO strategy
  2. 2. Rob Bucci Founder, CEO
  3. 3. @STATrob #BrightonSEO
  4. 4. LOCALIZATION & SEO
  5. 5. LOCALIZATION, WHAT? The move towards SERPs that are modified by the location where the query is performed. @STATrob
  6. 6. WE’RE CURIOUS. How does localization impact searcher behaviour? @STATrob
  7. 7. HOW DO PEOPLE MODIFY THEIR SEARCH QUERIES TO FIND LOCAL SERVICES? @STATrob
  8. 8. HOW DO PEOPLE SEARCH FOR LOCAL SERVICES THAT AREN’T BRICK-AND-MORTAR? @STATrob
  9. 9. HOW DOES SEARCHER BEHAVIOUR CHANGE STATE-TO- STATE? @STATrob
  10. 10. ULTIMATELY, THE QUESTION IS: How can localized analysis help us to build better SEO strategies? @STATrob
  11. 11. SO, WE DID A CASE STUDY. On one of the largest providers of auto insurance in America. @STATrob
  12. 12. REVENUE (2012): $16.74 BILLION
  13. 13. INSURANCE IS A BIG BUSINESS. @STATrob
  14. 14. VEHICLES INSURED BY GEICO IN THE UNITED STATES. 20 MILLION @STATrob
  15. 15. THE DATA SET
  16. 16. WE PICKED A BASIC SET OF 33 SHORT-TAIL QUERIES. 33 KEYWORDS @STATrob
  17. 17. SEARCH VOLUME > 100 • auto insurance • cheap auto insurance • auto insurance quotes @STATrob
  18. 18. WE USED 5 DIFFERENT TYPES OF GEO-MODIFICATION. 5 VARIANTS @STATrob
  19. 19. GEO-MODIFICATION? Modifying a query with a place-name. For example [auto insurance] becomes [california auto insurance]. @STATrob
  20. 20. UNMODIFIED Example: [auto insurance] @STATrob
  21. 21. SUFFIX Example: [auto insurance california] @STATrob
  22. 22. PREFIX Example: [california auto insurance] @STATrob
  23. 23. FOR SUFFIX Example: [auto insurance for california] @STATrob
  24. 24. IN SUFFIX Example: [auto insurance in california] @STATrob
  25. 25. 33 KEYWORDS MULTIPLIED BY 5 VARIANTS GAVE US 165 QUERIES TO TRACK. 165 QUERIES @STATrob
  26. 26. WE TRACKED EACH SET OF 165 QUERIES WITHIN EACH STATE. Example: [california auto insurance] tracked on a california localized SERP. @STATrob
  27. 27. 33 SHORT-TAIL KEYWORDS MULTIPLIED BY 5 VARIANTS ACROSS 51 U.S LOCALES. 8,415 QUERIES @STATrob
  28. 28. WE COLLECTED THE FOLLOWING DATA • Geico’s organic ranking • local search volume (localized to the state) • advertiser competition • cost-per-click @STATrob
  29. 29. WE CREATED A WEIGHTED RANKING SCORE. Based on organic ranking and search volume. The score indicates the relative value of a ranking. @STATrob
  30. 30. RANKING WEIGHTS Rank Weight 1 1.0 2 0.9 3 0.8 4 0.7 5 0.6 … … 10 0.1
  31. 31. SIMPLE MULTIPLICATION Ranking weight x search volume = ranking score @STATrob
  32. 32. EXAMPLE: RANKING #2 WITH SEARCH VOLUME OF 6,600 Ranking of 2 = weight of 0.9
 0.9 x 6,600 = ranking score of 5,940 @STATrob
  33. 33. SO, WHAT DID WE LEARN? @STATrob
  34. 34. QUERY STRUCTURE
  35. 35. TOTAL SEARCH VOLUME Unmodified Suffix Prefix In Suffix For Suffix 0 75,000 150,000 225,000 300,000 30 8,650 10,730 18,530 251,430
  36. 36. UNMODIFIED QUERIES WIN. Most searchers don’t geo-modify queries for local services without a brick-and-mortar location. @STATrob
  37. 37. AVERAGE COST-PER-CLICK Unmodified Suffix Prefix In Suffix For Suffix $0.00 $12.50 $25.00 $37.50 $50.00 $0.11 $5.08 $5.46 $7.15 $46.06
  38. 38. UNMODIFIED QUERIES ARE EXPENSIVE. The average CPC of a unmodified queries is commensurate with their total search volume @STATrob
  39. 39. GEICO’S TOTAL RANKING SCORE Unmodified Suffix Prefix In Suffix For Suffix 0 75,000 150,000 225,000 300,000 30 8,650 10,730 18,530 251,430 18 2,522 4,575 8,889 104,705
  40. 40. UNMODIFIED QUERIES DRIVE GEICO’S ORGANIC TRAFFIC. It’s clear that the majority of Geico’s SEO traffic comes from unmodified searches. @STATrob
  41. 41. QUERY STRUCTURE MAKES A DIFFERENCE. @STATrob
  42. 42. WHAT DOES THIS TEACH US? Based on the previous data, one could use a PPC channel to drive a small wedge into Geico’s business. @STATrob
  43. 43. BUT, WE’RE ALL ABOUT SEO. When we break out the data into state-by-state markets, we can spot cracks in their armour. @STATrob
  44. 44. MARKETS MATTER
  45. 45. BUT NOT ALL MARKETS 0 200 400 600 800 Alaska North Dakota Vermont 201 261 340 630 590 700 Total Search Volume Total Ranking Score
  46. 46. FOUR MARKETS MATTER. California, Florida, Texas & Michigan are Geico’s major source of organic traffic for auto insurance terms. @STATrob
  47. 47. TOTAL SEARCH VOLUME & RANKING SCORE 0 12,500 25,000 37,500 50,000 California Florida Texas Michigan 9,798 13,62815,138 18,816 16,870 31,04029,070 40,580 Total Search Volume Total Ranking Score
  48. 48. TOTAL MARKET COVERAGE 0% 25% 50% 75% 100% California Florida Texas Michigan 58% 44% 52% 46%
  49. 49. DON’T TRY TO COMPETE IN THESE MARKETS. Granted, they don’t have anything close to 100% coverage, but why chase them? @STATrob
  50. 50. “I SKATE TO WHERE THE PUCK IS GOING TO BE, NOT WHERE IT HAS BEEN.” -Wayne Gretzky @STATrob
  51. 51. LOOK TO THE MARKETS THEY’RE MISSING. @STATrob
  52. 52. THREE OVERLOOKED MARKETS 0 3,500 7,000 10,500 14,000 New York Illinois Washington 7472,0411,445 6,180 10,720 12,370 Total Search Volume Total Ranking Score
  53. 53. TOTAL MARKET COVERAGE 0% 25% 50% 75% 100% New York Illinois Washington 12% 19% 12%
  54. 54. THE DEMAND IS THERE, BUT THEY LACK COVERAGE. @STATrob
  55. 55. HOW DO WE FORM A STRATEGY AROUND THIS INSIGHT? If we’re going to compete with Geico, we should first challenge them where they’re weak. @STATrob
  56. 56. SUMMING IT ALL UP
  57. 57. QUERY STRUCTURE MATTERS. Make sure you understand how people are searching for your products/services. @STATrob
  58. 58. EVERYTHING IS LOCAL. Even searches that aren’t geo-modified are impacted by localization. @STATrob
  59. 59. LOCALIZED ANALYSIS EXPOSES OPPORTUNITIES. By going deeper, you can find areas your competition is missing. @STATrob
  60. 60. EVEN THE BIG GUYS HAVE EXPLOITABLE WEAKNESSES. @STATrob
  61. 61. YOU CAN DO ALL THIS RESEARCH ON YOUR OWN. You just need partners who can provide the data. @STATrob
  62. 62. STAY TUNED FOR MORE! @STATrob
  63. 63. rob@getSTAT.com @STATrob

×