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How To Extend The Value Of Search Beyond Your Website

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: Extending Search Insights Beyond Your Website. PRESENTATION: How To Extend The Value Of Search Beyond Your Website - Given by Laura Ann Mitchell, @Intel - Intel, Digital Marketing Strategist and Ken Shults, @KenShults - Global Strategies, An Ogilvy Company, Managing Director Global Consulting. #SMX #14C

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How To Extend The Value Of Search Beyond Your Website

  1. 1. searchmarketingexpo.com @Intel | @KenShults #SMX #14C March 3, 2015 Extending the Value of Search Beyond Your Website Laura-Ann Mitchell SEO Manager Intel Ken Shults Managing Director Global Consulting Global Strategies | an Ogilvy Company
  2. 2. searchmarketingexpo.com @Intel | @KenShults #SMX #14C Background Fortune 50 technology company with more than 100,000 employees
  3. 3. searchmarketingexpo.com @Intel | @KenShults #SMX #14C Background Offices in 63 countries Algeria Canada Ecuador Hungary Kazakhstan Morocco Portugal South Korea Turkey Argentina Chile Egypt India Kenya Netherlands Romania Spain Ukraine Australia China Finland Indonesia Lebanon Nigeria Russia Sri Lanka United Arab Emirates Austria Colombia France Ireland Lithuania Pakistan Saudi Arabia Sweden United Kingdom Bangladesh Costa Rica Germany Israel Malaysia Peru Serbia Switzerland United States Belgium Czech Republic Greece Italy Mexico Philippines Singapore Taiwan Venezuela Brazil Denmark Hong Kong Japan Mongolia Poland South Africa Thailand Vietnam
  4. 4. searchmarketingexpo.com @Intel | @KenShults #SMX #14C Background On the Web Hundreds of thousands of pages of content on hundreds of domains covering more than 35 languages
  5. 5. searchmarketingexpo.com @Intel | @KenShults #SMX #14C Background Entering New Markets Intel is aggressively pursuing new opportunities with new products for new audiences in new markets Tablets 2 in 1 Wearables Cloud Makers Big Data
  6. 6. searchmarketingexpo.com @Intel | @KenShults #SMX #14C Background Natural Search Natural Search to Intel websites has increased by an average of more than 20% per year since establishing a centrally managed SEO program in 2008 Natural Search brings half of all referrals to intel.com 0 5,000,000 10,000,000 15,000,000 20,000,000 2008 2009 2010 2011 2012 2013 2014 Natural Search Paid Search Other Web Sites Typed/Bookmarked Social Networks Source – Intel Omniture Web Analytics
  7. 7. searchmarketingexpo.com @Intel | @KenShults #SMX #14C Background Several factors contributed to a 9% pull back in Natural Search in 2014 after the 27% lift in 2013 • Our focus on engagement over traffic led to retirement of content • We discontinued some less profitable products • Increasing diversity of the digital landscape giving our customers more ways and places to find what they want More than ever before we have to meet our customers where they are. And that often means looking beyond our website. 0 5,000,000 10,000,000 15,000,000 20,000,000 2008 2009 2010 2011 2012 2013 2014 Source – Intel Omniture Web Analytics More than ever before we have to meet our customers where they are. And that often means looking beyond our website.
  8. 8. searchmarketingexpo.com @Intel | @KenShults #SMX #14C Extending The Value of Search • Defining the Value that Search has to offer other marketing channels • Addressing Cultural and Structural challenges to actualizing this value • Examples where we’ve been successful • What’s Next
  9. 9. searchmarketingexpo.com @Intel | @KenShults #SMX #14C Customer Behavior is Changing There have never been more ways to engage with our customers. Defining The Value of Search
  10. 10. searchmarketingexpo.com @Intel | @KenShults #SMX #14C Defining The Value of Search Customer Behavior is Changing While nearly every path is unique, Search almost always plays a role in the journey.
  11. 11. searchmarketingexpo.com @Intel | @KenShults #SMX #14C Defining The Value of Search Customer Intent Modeling Understanding How our audience searches and What they find in the search results provides valuable insights about our Customers and Markets
  12. 12. searchmarketingexpo.com @Intel | @KenShults #SMX #14C Defining The Value of Search Customer Insights Search data tells us which Features are most important to our customers OS Compare - Ratings - Reviews Price and Deals Use case Size Compare - Ratings - Reviews Price and Deals Use case Size OS Tablets Laptops Priority Features Tablets vs Laptops OS is dramatically more important to Tablet shoppers than Laptop shoppers Source – Google Adwords Keyword Planner
  13. 13. searchmarketingexpo.com @Intel | @KenShults #SMX #14C Defining The Value of Search Customer Insights Search data tells us which Use Cases are most important to our audience Gaming is by far the biggest Use Case for the Laptop audience while Tablets for Kids leads the Use Case interest for Tablets Kids/Children College Business Gaming Student Gaming College Student Business Photo/Video-editing Tablets Laptops Top Use Cases Laptops vs Tablets Source – Google Adwords Keyword Planner
  14. 14. searchmarketingexpo.com @Intel | @KenShults #SMX #14C Defining The Value of Search Customer Insights Search data helps us identify Seasonal Trends in our customers’ interests Interest in Tablets for Kids/Children surges dramatically around the holiday to more than 5x non-holiday levels Search Demand Trends Tablets | Kids/Children Source – Google Adwords Keyword Planner
  15. 15. searchmarketingexpo.com @Intel | @KenShults #SMX #14C Defining The Value of Search Customer Insights Search trends help us find Emerging Opportunities. While a broad category may be trending down, segmentation of the landscape reveals topics that are on the rise. As the Cloud Computing topic matures, the interest has moved to more refined areas of interest like Big Data Cloud Search Trends Cloud Computing vs Big Data Cloud Big Data Cloud Cloud Computing Source – Google Adwords Keyword Planner
  16. 16. searchmarketingexpo.com @Intel | @KenShults #SMX #14C Defining The Value of Search Market Insights Search visibility data aligned to the categorized keyword landscape reveals Authority Domains by Topic as well as domain types. Top Authority Domains for Wearables related to Fitness/Activity Tracking include retail sites, product sites, and content sites 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% 0 100 200 300 400 500 600 700 800 900 1000 itunes.apple.com buy.garmin.com reviews.cnet.com kdvr.com www.bestbuy.com www.myfitnesspal.com jawbone.com www.polar.com caloriecount.about.com www.fitbit.com www.amazon.com Authority Domains | Fitness/Activity Tracking # Rankings Share of Search Source – Google Adwords Keyword Planner and Google Ranking Data
  17. 17. searchmarketingexpo.com @Intel | @KenShults #SMX #14C Defining The Value of Search Insights Available from Search Channel Value PPC Social Display Retail OEM • What is the nomenclature that will best connect with our audience? • What Topics and SubTopics are most popular? • What problems are our customers trying to solve? • What products are they looking for?                     • What interest areas are on the rise? • What areas are falling? • What seasonal variations do we see in our customers interests?                • What content sites are our customers finding in Search? • What product sites are they finding? • Which of our retail and OEM partners have the most authority?          • What types of content is Google displaying?   
  18. 18. searchmarketingexpo.com @Intel | @KenShults #SMX #14C Paid Search Display Social Editorial Website Management SEO Culture & Structure Paid Search Display Social Editorial Content Creation SEO In the past our Org structure presented challenges to sharing learnings and insights between our teams in our digital marketing channels
  19. 19. searchmarketingexpo.com @Intel | @KenShults #SMX #14C A major reorg at the end of 2013 brought the teams together. Weekly insights meetings allow all disciplines to share and discuss learnings and take immediate action where warranted. Culture & Structure Paid Search Display Editorial Content Creation SEOSocial
  20. 20. searchmarketingexpo.com @Intel | @KenShults #SMX #14C Culture & Structure While only one person at Intel has SEO in her title Hundreds have SEO in their job SEO is not something you do. It is what happens when you do everything else right.
  21. 21. searchmarketingexpo.com @Intel | @KenShults #SMX #14C Extend our reach beyond Intel.com by leveraging insights from search LET’S MEET THEM WHERE THEY ARE
  22. 22. searchmarketingexpo.com @Intel | @KenShults #SMX #14C Leveraging Insights from Search to Influence consumers at retail websites and in-store Example - Retail
  23. 23. searchmarketingexpo.com @Intel | @KenShults #SMX #14C Retail Campaign Implementation Guide “Search Insights influence messaging, visuals, and the type of assets we use to communicate to our audience” Example - Retail
  24. 24. searchmarketingexpo.com @Intel | @KenShults #SMX #14C Retail campaign assets created to align with popular Tablet Use Cases based on Search Kids/Children Gaming Movies College Business Tablets Example - Retail
  25. 25. searchmarketingexpo.com @Intel | @KenShults #SMX #14C Leveraging Insights from Search to Influence our Facebook activity Example - Facebook
  26. 26. searchmarketingexpo.com @Intel | @KenShults #SMX #14C Facebook posts aligned with Search interests drive engagement Student Home School Travel Photo/Video-editing Tablets 249,345 Likes 1,241 Comments 3,044 Shares Example - Facebook Source – Google Adwords Keyword Planner
  27. 27. searchmarketingexpo.com @Intel | @KenShults #SMX #14C Facebook posts aligned with Search interests drive engagement 10,494 Likes 55 Comments 132 Shares Gaming College Student Business Kids/Children Laptops Example - Facebook Source – Google Adwords Keyword Planner
  28. 28. searchmarketingexpo.com @Intel | @KenShults #SMX #14C Facebook posts aligned with Search interests drive engagement 10,294 Likes 343 Comments 1,737 Shares Search Trends Topic = “Measurement” Example - Facebook Source – Google Adwords Keyword Planner
  29. 29. searchmarketingexpo.com @Intel | @KenShults #SMX #14C Leveraging Insights from Search to Inform our Pinterest activityExample - Pinterest
  30. 30. searchmarketingexpo.com @Intel | @KenShults #SMX #14C Analyzed Pinterest Success Factors for Pins related to Intent Modeling Keyword Landscapes Pinner Factors Pins, RePins, Comments, Likes, Followers, Pinned Domains, Following Pin Factors RePins, Comments, Likes, Rich Pins Board Factors Total Pins, Group Boards, Board Names Domain Factors Top Pinned Domains, Top RePinned Domains Example - Pinterest
  31. 31. searchmarketingexpo.com @Intel | @KenShults #SMX #14C Leveraged the Intent Model to identify top content topics driving engagement on Pinterest Example - Pinterest 0 50000 100000 150000 200000 250000 300000 350000 400000 450000 500000 WristwornDevice Device-Tablet Device-Laptop Fashion/Clothing Device-Notebook Fitness/ActivityTracking AugmentedReality QuantifiedSelf HealthandBiometrics Biohacking Compare-Reviews Usecase Color Size OS VoiceControl WearableTechnology MotionControl DIY TactileFeedback Device Type Use Case Features Technologies 0 500000 1000000 1500000 2000000 2500000 3000000 RePins Likes Feedback from Pinterest “You’ve done deeper and richer analysis of our platform than we have” “I’ve never seen any brand approach our platform like this. Truly impressive” Source – Pinterest Ranking Data
  32. 32. searchmarketingexpo.com @Intel | @KenShults #SMX #14C Leverage strength, history, and equity garnered from PC market to create relevance and credibility in adjacent categories Spotlight new-to-market products (e.g., wearables) embedded technologies and security solutions to expand Intel brand definition. Focus on the cutting edge of technology innovation Evolve focus to what the technology inside enables in better, more powerful, more meaningful, more immersive, more engaging product experiences Offer a clear path for our millions of monthly referrals from Natural Search to explore content in new categories Leverage search insights to create content that goes beyond our core. Explore new content opportunities focused on non branded terms that intercept searchers at the SERP that are not yet considering our brand What’s Next Transforming the Brand DisruptExpand Defend & Extend
  33. 33. searchmarketingexpo.com @Intel | @KenShults #SMX #14C What’s Next• Continue to Advocate and Evangelize for the Value Search has to offer throughout our marketing organization. • Extend our collaboration within our integrated Marketing team structure to leverage the learnings and insights from other channels to improve Natural Search performance. • Contribute to the effort to align our reporting capabilities with the distributed content reality in which customer interactions and engagement can and will happen anywhere including beyond our website.

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