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AdLift – Delivering Search ROI

SEO & Content – AdTech New Delhi

February 2013



Presented by:
Prashant Puri
AdLift.com
@puriprashant
Every Month, We Manage




                        75 Million SEO
                            Visits




  ADLIFT CONFIDENTIAL               2

  @puriprashant
AdLift Is An Advisor to Leading Industry Events and Search Journals




  ADLIFT CONFIDENTIAL                              3

  @puriprashant
Foundation Matters.
Lets uncover the
MYTHS
in the Content & SEO World




  ADLIFT CONFIDENTIAL        4

  @puriprashant
MYTH #1
SEO is a 2 month
process – Lets get
there..FAST



 ADLIFT CONFIDENTIAL   5

 @puriprashant
REALITY:
Sustainable SEO
requires scalable
long term              SEO Visits - Leading Mobile Website


investment
                                                         SEO Visits




                       Jun-11     Jul-11       Aug-11



 ADLIFT CONFIDENTIAL                       6

 @puriprashant
REALITY:
Sustainable SEO
requires scalable
long term                                     SEO Visits - Leading Mobile Website


investment
                                                                                SEO Visits




                       Started Investing in
                                              Jun-11     Jul-11       Aug-11
                        SEO in June 2011
 ADLIFT CONFIDENTIAL                                              7

 @puriprashant
REALITY:
Sustainable SEO                                A couple of slides in.
                                               … I’ll give everyone
                                                    the latest..
requires scalable
long term              SEO Visits - Leading Mobile Website


investment
                                                               SEO Visits




                       Jun-11     Jul-11          Aug-11



 ADLIFT CONFIDENTIAL                       8

 @puriprashant
MYTH #2
Content for Bots is
Different from
Content for Users




 ADLIFT CONFIDENTIAL   9

 @puriprashant
MYTH #2
Content for Bots is
Different from
Content for Users


                          Templatized
                       Content. Spammy
                       Anchor Texts don’t
                         work anymore

 ADLIFT CONFIDENTIAL                        10

 @puriprashant
REALITY:
 Content with a
 Purpose is More
 Valuable than
 Ever.


Ranks #1 for “new york las vegas flights”

    ADLIFT CONFIDENTIAL                     11

    @puriprashant
REALITY: SPAM
 Content Cannot
 do this
                           #nook          45k


Tweets              #linkedin       22k



                         #airbnb,
                         1009

   ADLIFT CONFIDENTIAL                          12

   @puriprashant
REALITY: SPAM
Content Cannot
do this
                               #nook          45k


Tweets                  #linkedin       22k



                             #airbnb,
                             1009


  ADLIFT CONFIDENTIAL                               13

  @puriprashant
REALITY: SPAM Content
Cannot do this




 ADLIFT CONFIDENTIAL    14

 @puriprashant
MYTH #3
SEO is autonomous




 ADLIFT CONFIDENTIAL   15

 @puriprashant
REALITY: SEO Helps
other channels

Example: You can use
SEO to improve
conversion rate




 ADLIFT CONFIDENTIAL   16

 @puriprashant
MYTH #4
SEO is DEAD




 ADLIFT CONFIDENTIAL   17

 @puriprashant
REALITY: You
can believe
what you like

                      SEO Visits - Leading Mobile Website




                                                        SEO Visits




                      Jun-11     Jul-11        Aug-11
ADLIFT CONFIDENTIAL                       18

@puriprashant
REALITY: You
can believe
what you like..
But I believe the
Data           SEO Visits - Leading Mobile Website
                       Jun-11
                                Jul-11
                                         Aug-11
                                                  Sep-11
                                                           Oct-11
                                                                    Nov-11
                                                                             Dec-11




                                                                                                                 Apr-12
                                                                                                                          May-12
                                                                                                                                   Jun-12
                                                                                                                                             Jul-12
                                                                                                                                                      Aug-12


                                                                                                                                                                        Oct-12
                                                                                                                                                                                 Nov-12
                                                                                                                                                                                          Dec-12
                                                                                      Jan-12




                                                                                                                                                                                                   Jan-13
                                                                                               Feb-12
                                                                                                        Mar-12




                                                                                                                                                               Sep-12
 ADLIFT CONFIDENTIAL                                                                                                                        19

 @puriprashant
Lets STOP
Believing these
MYTHS




                      Manmohan Singh is the Prime Minister of India
ADLIFT CONFIDENTIAL                                20

@puriprashant
SEO Works best when its
built in to the content
strategy ecosystem.

Ways to build SEO in to
your content strategy




 ADLIFT CONFIDENTIAL      21

 @puriprashant
1. Work with P&L
Owners – what are the
products/keywords that
they care most about ?




 ADLIFT CONFIDENTIAL     22

 @puriprashant
2. Content Audit – top
landing pages
driving/traffic
worst landing pages
driving/traffic

Competitive Link Graphs




 ADLIFT CONFIDENTIAL      23

 @puriprashant
3. Set expectations with
stakeholders

SEO Takes Time

But once you have it.. Its
sustainable



 ADLIFT CONFIDENTIAL         24

 @puriprashant
Acquire
                       Amplify
                       Advance
                        @puriprashant



Prashant Puri
CEO & Co-Founder
AdLift
prashant@adlift.com


@puriprashant
 ADLIFT CONFIDENTIAL                    25

 @puriprashant

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Delivering Search ROI with Sustainable Long-Term SEO

  • 1. AdLift – Delivering Search ROI SEO & Content – AdTech New Delhi February 2013 Presented by: Prashant Puri AdLift.com @puriprashant
  • 2. Every Month, We Manage 75 Million SEO Visits ADLIFT CONFIDENTIAL 2 @puriprashant
  • 3. AdLift Is An Advisor to Leading Industry Events and Search Journals ADLIFT CONFIDENTIAL 3 @puriprashant
  • 4. Foundation Matters. Lets uncover the MYTHS in the Content & SEO World ADLIFT CONFIDENTIAL 4 @puriprashant
  • 5. MYTH #1 SEO is a 2 month process – Lets get there..FAST ADLIFT CONFIDENTIAL 5 @puriprashant
  • 6. REALITY: Sustainable SEO requires scalable long term SEO Visits - Leading Mobile Website investment SEO Visits Jun-11 Jul-11 Aug-11 ADLIFT CONFIDENTIAL 6 @puriprashant
  • 7. REALITY: Sustainable SEO requires scalable long term SEO Visits - Leading Mobile Website investment SEO Visits Started Investing in Jun-11 Jul-11 Aug-11 SEO in June 2011 ADLIFT CONFIDENTIAL 7 @puriprashant
  • 8. REALITY: Sustainable SEO A couple of slides in. … I’ll give everyone the latest.. requires scalable long term SEO Visits - Leading Mobile Website investment SEO Visits Jun-11 Jul-11 Aug-11 ADLIFT CONFIDENTIAL 8 @puriprashant
  • 9. MYTH #2 Content for Bots is Different from Content for Users ADLIFT CONFIDENTIAL 9 @puriprashant
  • 10. MYTH #2 Content for Bots is Different from Content for Users Templatized Content. Spammy Anchor Texts don’t work anymore ADLIFT CONFIDENTIAL 10 @puriprashant
  • 11. REALITY: Content with a Purpose is More Valuable than Ever. Ranks #1 for “new york las vegas flights” ADLIFT CONFIDENTIAL 11 @puriprashant
  • 12. REALITY: SPAM Content Cannot do this #nook 45k Tweets #linkedin 22k #airbnb, 1009 ADLIFT CONFIDENTIAL 12 @puriprashant
  • 13. REALITY: SPAM Content Cannot do this #nook 45k Tweets #linkedin 22k #airbnb, 1009 ADLIFT CONFIDENTIAL 13 @puriprashant
  • 14. REALITY: SPAM Content Cannot do this ADLIFT CONFIDENTIAL 14 @puriprashant
  • 15. MYTH #3 SEO is autonomous ADLIFT CONFIDENTIAL 15 @puriprashant
  • 16. REALITY: SEO Helps other channels Example: You can use SEO to improve conversion rate ADLIFT CONFIDENTIAL 16 @puriprashant
  • 17. MYTH #4 SEO is DEAD ADLIFT CONFIDENTIAL 17 @puriprashant
  • 18. REALITY: You can believe what you like SEO Visits - Leading Mobile Website SEO Visits Jun-11 Jul-11 Aug-11 ADLIFT CONFIDENTIAL 18 @puriprashant
  • 19. REALITY: You can believe what you like.. But I believe the Data SEO Visits - Leading Mobile Website Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Oct-12 Nov-12 Dec-12 Jan-12 Jan-13 Feb-12 Mar-12 Sep-12 ADLIFT CONFIDENTIAL 19 @puriprashant
  • 20. Lets STOP Believing these MYTHS Manmohan Singh is the Prime Minister of India ADLIFT CONFIDENTIAL 20 @puriprashant
  • 21. SEO Works best when its built in to the content strategy ecosystem. Ways to build SEO in to your content strategy ADLIFT CONFIDENTIAL 21 @puriprashant
  • 22. 1. Work with P&L Owners – what are the products/keywords that they care most about ? ADLIFT CONFIDENTIAL 22 @puriprashant
  • 23. 2. Content Audit – top landing pages driving/traffic worst landing pages driving/traffic Competitive Link Graphs ADLIFT CONFIDENTIAL 23 @puriprashant
  • 24. 3. Set expectations with stakeholders SEO Takes Time But once you have it.. Its sustainable ADLIFT CONFIDENTIAL 24 @puriprashant
  • 25. Acquire Amplify Advance @puriprashant Prashant Puri CEO & Co-Founder AdLift prashant@adlift.com @puriprashant ADLIFT CONFIDENTIAL 25 @puriprashant