Proprietary	
  &	
  Confiden0al	
  	
  	
  	
  	
  2010	
  	
  ©	
  Be	
  Found	
  Online,	
  LLC	
  
Beyond Keywords
Searc...
Proprietary	
  &	
  Confiden0al	
  	
  	
  	
  	
  2010	
  	
  ©	
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  Found	
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  LLC	
  
Search 101
•  Paid	
 ...
Proprietary	
  &	
  Confiden0al	
  	
  	
  	
  	
  2010	
  	
  ©	
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  Found	
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Universal Search
•  N...
Proprietary	
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  Confiden0al	
  	
  	
  	
  	
  2010	
  	
  ©	
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  Found	
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  LLC	
  
Universal Search Cont...
Proprietary	
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  Confiden0al	
  	
  	
  	
  	
  2010	
  	
  ©	
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  Found	
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  LLC	
  
Which Solution Is Rig...
Proprietary	
  &	
  Confiden0al	
  	
  	
  	
  	
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  ©	
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  Found	
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SEARCH ENGINE
OPTIMIZ...
Proprietary	
  &	
  Confiden0al	
  	
  	
  	
  	
  2010	
  	
  ©	
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  Found	
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What is SEO?
A.  Mani...
Proprietary	
  &	
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  2010	
  	
  ©	
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What is an Algorithm?...
Proprietary	
  &	
  Confiden0al	
  	
  	
  	
  	
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Algorithms in Action
...
Proprietary	
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Where Can You Place
K...
Proprietary	
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Where Else Can You Pl...
Proprietary	
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Where Else Can You Pl...
Proprietary	
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  ©	
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What is Link Building...
Proprietary	
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What is Content
Marke...
Proprietary	
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SEO TRENDS
Beyond Key...
Proprietary	
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Trend #1
Local Search...
Proprietary	
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  2010	
  	
  ©	
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Trend #2
Personalized...
Proprietary	
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Trend #3
Instant Sear...
Proprietary	
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Trend #4
Shift in Sea...
Proprietary	
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So What is SEO Again?...
Proprietary	
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LOCAL SEARCH
Beyond K...
Proprietary	
  &	
  Confiden0al	
  	
  	
  	
  	
  2010	
  	
  ©	
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  Online,	
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What is Local Search?...
Proprietary	
  &	
  Confiden0al	
  	
  	
  	
  	
  2010	
  	
  ©	
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  Found	
  Online,	
  LLC	
  
Where is Local Search...
Proprietary	
  &	
  Confiden0al	
  	
  	
  	
  	
  2010	
  	
  ©	
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  Found	
  Online,	
  LLC	
  
Local Search 101
Loca...
Proprietary	
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Primary Data Provider...
Proprietary	
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Data Sources for Majo...
Proprietary	
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Local Search Ecosystem
Proprietary	
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Distribution Trends
•...
Proprietary	
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Measurement of Local
...
Proprietary	
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Channel Activation
• ...
Proprietary	
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PAID SEARCH
Beyond Ke...
Proprietary	
  &	
  Confiden0al	
  	
  	
  	
  	
  2010	
  	
  ©	
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The Lingo
•  SEM	
  (...
Proprietary	
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  Confiden0al	
  	
  	
  	
  	
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Account Structure &
O...
Proprietary	
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  Confiden0al	
  	
  	
  	
  	
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Keyword Strategy & Pr...
Proprietary	
  &	
  Confiden0al	
  	
  	
  	
  	
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  LLC	
  
Keyword Strategy & Pr...
Proprietary	
  &	
  Confiden0al	
  	
  	
  	
  	
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  LLC	
  
Ad Copy Strategy
•  P...
Proprietary	
  &	
  Confiden0al	
  	
  	
  	
  	
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Bid Management Types
...
Proprietary	
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Rules Based Bidding
•...
Proprietary	
  &	
  Confiden0al	
  	
  	
  	
  	
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PAID SEARCH TRENDS
Be...
Proprietary	
  &	
  Confiden0al	
  	
  	
  	
  	
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  ©	
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  Found	
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Typical	
  Publisher	...
Proprietary	
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  Confiden0al	
  	
  	
  	
  	
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Source:	
  comScore	
...
Proprietary	
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  Confiden0al	
  	
  	
  	
  	
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  ©	
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  Found	
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  LLC	
  
Social Ads vs Search ...
Proprietary	
  &	
  Confiden0al	
  	
  	
  	
  	
  2010	
  	
  ©	
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  Found	
  Online,	
  LLC	
  
Facebook Ads Targetin...
Proprietary	
  &	
  Confiden0al	
  	
  	
  	
  	
  2010	
  	
  ©	
  Be	
  Found	
  Online,	
  LLC	
  
LinkedIn DirectAds
Ta...
Proprietary	
  &	
  Confiden0al	
  	
  	
  	
  	
  2010	
  	
  ©	
  Be	
  Found	
  Online,	
  LLC	
  
ANALYTICS
Beyond Keyw...
Proprietary	
  &	
  Confiden0al	
  	
  	
  	
  	
  2010	
  	
  ©	
  Be	
  Found	
  Online,	
  LLC	
  
How Do I Measure SEO
...
Proprietary	
  &	
  Confiden0al	
  	
  	
  	
  	
  2010	
  	
  ©	
  Be	
  Found	
  Online,	
  LLC	
  
What Can I Measure?
•...
Proprietary	
  &	
  Confiden0al	
  	
  	
  	
  	
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  ©	
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  Online,	
  LLC	
  
Campaigns
•  Email	
 ...
Proprietary	
  &	
  Confiden0al	
  	
  	
  	
  	
  2010	
  	
  ©	
  Be	
  Found	
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Events
•  Downloads	
...
Proprietary	
  &	
  Confiden0al	
  	
  	
  	
  	
  2010	
  	
  ©	
  Be	
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Site Search
No	
  sci...
Proprietary	
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  2010	
  	
  ©	
  Be	
  Found	
  Online,	
  LLC	
  
Metrics
•  Keywords	
...
Proprietary	
  &	
  Confiden0al	
  	
  	
  	
  	
  2010	
  	
  ©	
  Be	
  Found	
  Online,	
  LLC	
  
Take Action
Proprietary	
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  Confiden0al	
  	
  	
  	
  	
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  Found	
  Online,	
  LLC	
  
Which Solution is Rig...
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Digital nashville beyond keywords v3 (sak).pptx (1)

  1. 1. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   Beyond Keywords Search Marketing on the Edge
  2. 2. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   Search 101 •  Paid  Search   •  Organic  Search   •  Local  Search  
  3. 3. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   Universal Search •  News   •  Videos   •  Websites  
  4. 4. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   Universal Search Continued •  Live  TwiHer  Feeds   •  Book  Search   •  Image  Search   •  Search  Sugges0ons  
  5. 5. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   Which Solution Is Right for You? Campaign •  Paid  Search   •  Local/Universal  Search   •  SEO   Benefits •  Quick  implementa0on   Immediate  results   •  Targets  a  local/niche   audience   •  Affordable  SEO  value   •  Long-­‐term  benefits   Long-­‐term  value  
  6. 6. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   SEARCH ENGINE OPTIMIZATION Beyond Keywords
  7. 7. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   What is SEO? A.  Manipula*ng  the  on-­‐site  and  off-­‐site  elements     of  a  web  page   B.  Improving  rankings  on  the  organic     search  engine  results  pages  for     a  given  set  of  keyword  phrases   C.  Cracking  a  search  engine     algorithm   D.  All  of  the  above  
  8. 8. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   What is an Algorithm? •  A  set  of  factors  that  search   engines  consider  when   ranking  content  for  a   par0cular  keyword   •  Factors  can  be  on-­‐site,  like   keywords,  or  off-­‐site,  like   inbound  links   •  Search  engines  change  their   algorithms  oTen  to  improve   search  results  and  minimize   spam  
  9. 9. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   Algorithms in Action Authority  sites  like  Wikipedia  rank  high.  Google  likes   trusted  sites.  
  10. 10. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   Where Can You Place Keywords? Page  Title   Header   (H1)   Naviga0on   Content   Products   Ac0ve  Ingredients   Alt  Text   URLs  
  11. 11. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   Where Else Can You Place Keywords? Directories   Industry  News  Sites   Blogs  
  12. 12. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   Where Else Can You Place Keywords? Local  Lis0ngs   Facebook   TwiHer  
  13. 13. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   What is Link Building?                        Acquiring  inbound  links  to  your  content,  products,  services   Acquisi0on  Tips   Acquire  Relevancy,  Not  Rank   Iden*fy  target  terms   Deep  Links   Study  your  network   OpenSiteExplorer.com   Content  marke*ng  
  14. 14. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   What is Content Marketing? The  art  and  science  of  crea0ng  and  freely  sharing  digital  media   • Building  brand  equity   • Fostering  consumer  trust   • Crowding  results  spaces,  bolstering  search  rankings   • Leveraging  social  networks   • Driving  consumer  prospects  to  websites  
  15. 15. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   SEO TRENDS Beyond Keywords
  16. 16. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   Trend #1 Local Search Results •  Google  pulls  local  lis0ngs   from  Google  Places  when   you  search  with  a   geographic  qualifier   •  Primarily  B2C  
  17. 17. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   Trend #2 Personalized Search •  When  signed  into   Google,  Google  knows   past  search  history  and   ISP  loca0on  to  serve   tailored  results.  
  18. 18. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   Trend #3 Instant Search
  19. 19. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   Trend #4 Shift in Search Engine Market Share Bing  Overtakes  Yahoo!  As  the  #2  U.S.  Search  Engine   But  Yahoo  is  showing  Bing  results  now,  so   Google’s  market  share  is  less  stable.  
  20. 20. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   So What is SEO Again? SEO  is  not  just  about  making  a  great     site,  it’s  about  pudng  relevant     content  wherever  the  user  may   be.  It’s  about  eVisibility   •  Viewing  a  home  page   •  Reading  a  blog   •  Scanning  review  sites,  image  site,  video  sites   •  Chadng  on  Facebook   •  Looking  at  a  job  descrip0on   •  Reading  a  press  release  on  a  news  site  
  21. 21. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   LOCAL SEARCH Beyond Keywords
  22. 22. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   What is Local Search? •  Local  Search  targets  specific  geographic   loca0ons  through  paid  and  organic  tac0cs   One  Loca*on   Mul*ple  Loca*ons  
  23. 23. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   Where is Local Search? 23   But  where  does  it  come  from?....  
  24. 24. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   Local Search 101 Local  Search  Results   Local  Search  Results   Local  Paid   Search   Lis0ngs   Local  Submit   Lis0ngs  
  25. 25. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   Primary Data Providers in Local Search
  26. 26. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   Data Sources for Major Local Search Portals
  27. 27. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   Local Search Ecosystem
  28. 28. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   Distribution Trends •  Google  S0ll  on  Top   •  New  Distribu0on  Partners   2 8   Find  a  reliable   mechanic   Purchase  a  digital   camera   Google  has  Substan0al  Local  Volume   •  1  in  5  queries  on  Google.com  is  Local  in  nature   •  1  in  3  queries  on  Google  mobile  is  Local  in  nature   •  Google  Maps  has  49%  Market  Share  US   •  1M  hours  are  spent  browsing  Maps  and  Earth  every  day   •  100M  monthly  users  on  Google  Mobile  Maps  
  29. 29. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   Measurement of Local •  Difficult  to  Track   – Real  Addresses   – Real  Phone  Numbers  (no  tracking!)   – User  intent  is  offline   •  Local  Search  Analy0cs  is  Rare   – Few  local  search  engines  or  IYP’s  provide  analy0cs   unless  you  are  using  paid  products   •  Ranking  &  Inbound  Traffic   – Rankings  can  be  tracked   – Inbound  traffic  can  be  measured  using  Analy0cs  
  30. 30. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   Channel Activation •  Self  -­‐  Iden0fy  sites  &  get  to  work   •  Service  Provider  –  Pay  the  fees   (modest)  and  save  some  0me   •  AHA’s  &  Gotcha’s   – CitySearch  &  Yelp  do  not  support  feed   based  updates.  Translated:  DIY   – Google  Places  allows  you  to  respond   to  reviews   – Find  niche  review  sites  –  check  your   compe00on  on  Google  Places  
  31. 31. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   PAID SEARCH Beyond Keywords
  32. 32. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   The Lingo •  SEM  (Search  Engine  Marke0ng)   – PPC,  Paid  Search,  Sponsored  Search,  Search  Ads,   The  best  thing  since  sliced  bread   •  The  Plamorms   – Google  Adwords   – Yahoo  Search  Marke0ng     •  Panama   – MicrosoT  AdCenter   •  No  longer  MSN!   Paid Search
  33. 33. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   Account Structure & Organization •  Campaigns   –  Budget  Control   –  Targe0ng  Control   –  Primary  Sedngs   •  Ad  Groups   –  Ad  Copy   –  Keyword  Groupings   •  Keywords  &  Targets   –  Keywords   •  Phrases   •  Nega0ves   –  Placements   –  Categories   –  Audiences  (remarke0ng)  
  34. 34. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   Keyword Strategy & Process Step 1: Keyword Research" •  U0lize  mul0ple  keyword   research  tools    Top  category  terms    Compe00ve  university  analysis    Top  volume  keywords    Common  itera0ons   •  Combine  onsite  analy0cs    Site  search  data    Organic  keyword  data   Paid Search
  35. 35. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   Keyword Strategy & Process Step 2: Keyword Refinement"  Develop  campaign  structure    Merge  &  de-­‐dupe  keyword  lists    Develop  base  category  &  product   keywords    Expand  base  keyword  lists  with   itera0ons  &  modifiers    Iden0fy  obvious  nega0ve   keywords    Idem0ffy  commin  misspelings    Search  query  repor0ng    Expand  &  Segment  Match  types     Broad,  phrase,  exact   Step 3: Keyword/Ad Group Assignment"   Assign  keywords  by  campaign  and   category     Assign  Ad  Copy  &  Keyword   Inser0on   Research   Refine   Assign   Paid Search
  36. 36. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   Ad Copy Strategy •  Prequalifica0on   •  Strong  calls  to  ac0on   •  Value  proposi0on   •  Offers  
  37. 37. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   Bid Management Types •  Rules  Based   •  Pormolio  Based   •  ROI  Strategies   – ROAS  Maximiza0on   – CPA  Targets   Bid  Management  Examples  
  38. 38. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   Rules Based Bidding •  Thresholds   – Last  7  days  vs  last  30  days   •  Changes  by  seasonality   •  Scope   – Brand  vs  Product  Keywords   – Priority  Keywords   •  Values   – Op0mize  based  on  Average  Posi0on,  ROAS,  CPC,  CPA,   CTR,  Quality  Score.     •  Ac0ons   – Bid  Changes,  Bid  Pausing,  Alerts  
  39. 39. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   PAID SEARCH TRENDS Beyond Keywords
  40. 40. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   Typical  Publisher  Alloca0on  Strategy   •     Google  s0ll  King   •     MicroHoo  Means  Business   •  Test  early   •  Stay  fluid   •  MicrosoT  adCenter  is  the   new  2nd  plamorm   Paid Search
  41. 41. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   Source:  comScore  qSearch  May  2010     Paid Search The Search Alliance Brings Overall Growth in U.S. Search Share
  42. 42. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   Social Ads vs Search Ads •  Social  PPC  Similari0es   – CPC  Buys   – Text  Ads   •  Differences   – Paid  Search  Targets  Keywords   – Facebook  Ads  Target  People  
  43. 43. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   Facebook Ads Targeting Target  to  exact   audience   • Gender:  male  &  female   • Age:  20  -­‐  50   • Loca0on:  Chicago  metro   area,  WI,  IN,  MI   • Interests:  banking,   investments,  insurance,   accoun0ng,  law   • Educa0on:   Undergraduate  degree     Separate  ads  for   separate  age  groups:   20  –  30  yrs:  enhance   standing,  promote   within   40  –  50  yrs:   start  own  financial   planning  business   Point  ads  to  website   landing  page  or   DePaul’s  Facebook   page     Promote  open   houses  and  other   events   Add  image  for  brand   recogni0on   Es0mated  $1.46  per  click  
  44. 44. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   LinkedIn DirectAds Targeting Target  to  exact   audience   • Age:  25-­‐54   • Loca0on:  IL,  MI,  WI,   IN   • Industry:  Finance   Can  target  job   func0on  and   seniority   Tailor  ads  to   banking,   insurance,   financial  services,   etc.   Add  image  for   brand  recogni0on  
  45. 45. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   ANALYTICS Beyond Keywords
  46. 46. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   How Do I Measure SEO Success?
  47. 47. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   What Can I Measure? •  Campaigns   •  Event  Tracking   •  Site  Search     •  SEO/SEM   •  Custom  Data   •  Goals  
  48. 48. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   Campaigns •  Email   •  Display   •  SEO/SEM   •  Social  
  49. 49. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   Events •  Downloads   •  Video  Views   •  3rd  Party  Clicks   •  Flash  
  50. 50. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   Site Search No  science  and  no  rockets,  this  simply  tells  us   what  users  type  into  the  on-­‐site  search  box.  
  51. 51. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   Metrics •  Keywords   •  Search  Engines   •  Traffic   •  S0ckiness  
  52. 52. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   Take Action
  53. 53. Proprietary  &  Confiden0al          2010    ©  Be  Found  Online,  LLC   Which Solution is Right for You? SEO   Local   Search   Paid   Search  

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