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5 Epiphanies from 20 Years in Search Marketing

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Keynote presentation from SES Atlanta describing 5 key pivotal moments of my career that changed the way I approached Search. Understanding how to integrate Search into the workflow and leverage force multipliers to gain success.

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5 Epiphanies from 20 Years in Search Marketing

  1. 1. The ORIGINAL Search Marketing Event #SESAtlanta 5 Epiphanies in Search Spanning 20+ Years in the business Bill Hunt Back Azimuth Consulting CEO
  2. 2. @billhunt #SESAtlanta What is an epiphany? • The “Eureka Moment” An epiphany (from the ancient Greek ἐπιφάνεια, epiphaneia, "manifestation, striking appearance") … the term is used to describe scientific breakthrough, religious or philosophical discoveries, but it can apply in any situation in which an enlightening realization allows a problem or situation to be understood from a new and deeper perspective. Source: Wikipedia
  3. 3. @billhunt #SESAtlanta Epiphany 1 Leverage Force Multipliers Embedded Search Strategists are far more effective than remote agency resources
  4. 4. @billhunt #SESAtlanta IBM Software Online Catalogs are currently available in 235 countries translated in 23 languages. Product ordering is currently available in 33 countries around the world Goals: •Be the “go to source” on the web for all IBM software •Rank well without significant local interaction and optimization •Drive incremental traffic and conversions from brand and generic terms Countries who can order Countries with catalogs only Countries not enabled Languages 1. Brazilian Portuguese 2. Chinese Simplified 3. Croatian 4. Czech 5. Dutch 6. English 7. Finnish 8. French 9. French Canadian 10. German 11. Hungarian 12. Italian 13. Korean 14. Norwegian 15. Polish 16. Russian 17. Slovakian 18. Spanish 19. Swedish 20. Turkish 21. Japanese 22. Traditional Chinese 23. Danish
  5. 5. @billhunt #SESAtlanta SEO Systems & Root Cause Detection SEO Indexibility Relevance Authority Clickability
  6. 6. @billhunt #SESAtlanta Using Force Multipliers • Removed robots blocks and language/location detection scripts • Altered templates and CMS rules to insert geo- specific keywords into key locations • Simplified URL structures (of 8 CMS systems) • Added basic SEO checks to regional Web Teams
  7. 7. @billhunt #SESAtlanta Help Me Help You • Simplified and reduced templates saved 3.5k annual man-hours (~ $375k) • Uniform XML Site Map resulted in 98% of pages indexed and 150% reduction in errors – became “broken links” test process • “Why IBM” Intro paragraph improved snippet relevance and clicks by 3,000%
  8. 8. @billhunt #SESAtlanta Enable Search Program Scalability
  9. 9. @billhunt #SESAtlanta Think Like a Building Inspector Ensure the new infrastructure is up to Google Code
  10. 10. @billhunt #SESAtlanta IT Line of Death That fine line on a master list of all the projects IT must do that separates those items that will actually get done from those that will die a slow “no resource” death.
  11. 11. @billhunt #SESAtlanta Understand your Web Server, CMS and workflow better than your tech team and it becomes impossible to mislead you RTFM & the IT Way
  12. 12. @billhunt #SESAtlanta Epiphany 2 Leverage Corporate Judo
  13. 13. @billhunt #SESAtlanta Integrate into Existing Rules
  14. 14. @billhunt #SESAtlanta Integrate into Existing Rules Avoid SEO References
  15. 15. @billhunt #SESAtlanta Write Better Stories 21 attempts to correctly add canonicals to pages
  16. 16. @billhunt #SESAtlanta Write Better Stories Spec asks for DNS verification but instructions and “Ideal State” are for verification file upload
  17. 17. @billhunt #SESAtlanta Write Correct Stories Give reputable sources or developers will find one in an outdated blog
  18. 18. @billhunt #SESAtlanta Change Via Embarrassment IBM’s global search performance increased 500% when BU level performance metrics implemented
  19. 19. @billhunt #SESAtlanta Epiphany 3 Understand Searcher Interest & Intent What do they want when they do the search?
  20. 20. @billhunt #SESAtlanta Rank to Click Curve
  21. 21. @billhunt #SESAtlanta Epiphany 3
  22. 22. @billhunt #SESAtlanta Rank to Click by Persona via 258 filter options
  23. 23. @billhunt #SESAtlanta Cost of Buy Cycle Misalignment CatBuy Cycle Total Inspiration Discovery Design Purchase Relationship Brand Market Paid Earned Missed 0* Branded Technology Market 334M 38M 272M 98K 1M 23M Paid 4M 52K 4M 348 34K 1,608 Earned 200M 34M 150M 6.6K 900K 15M Missed 130M 3.5M (9%) 118M (44%) 92K (7%) 203K (18%) 7.7M (34%) Technology Market 610M 547M 51M 826K 1.3M 10M Paid 15M 11.5M 3.6M 11K 20K 20K Earned 207M 196M 5.7M 79K 58K 5M Missed 388M 339M (62%) 42M (18%) 736K (89%) 1.3M (94%) 5M (49%) Missed 93% Missed 82%
  24. 24. @billhunt #SESAtlanta Epiphany 4 Understand your economic value “Show Me the Money”
  25. 25. @billhunt #SESAtlanta Employee Value Creation • Employee wants to make $100,000 • Q1: Working 40 hours week what does their billable hour need to be?
  26. 26. @billhunt #SESAtlanta Salary $100,000 Fica 6% $6,200 Medicare 1% $1,450 Fed Unem 0.8% $800 Worker Comp 3% $3,200 Benefits 25% $25,000 Non Billable $9,760 Assets 3% $3,000 Management 5% $5,000 Total - Salary/Overhead $54,410 Profit $154,410 Total Billable Revenue $308,820 Revenue Target $350,000 $164.27/hr
  27. 27. @billhunt #SESAtlanta Agency Fees • Agency Fees of $100,000 • How will I make you money or save you money?
  28. 28. @billhunt #SESAtlanta Missed Opportunity Matrix Keyword Global Demand Begining SE Traffic Percent of Global Demand Current SE Traffic Percent of Global Demand Avg. Rank Projected Visits Est 1 Monthly Visits Added Visits Est 2 Monthly Visits Added Visits free mobile software 15,508 0 0.00% 53 0.34% 16 5% 775 722 10% 1,551 1,498 mobile application 4,668 52 1.11% 34 0.73% 3 233 199 467 433 free download nokia mobile software 3,195 0 0.00% 160 5.01% 5 160 (0) 320 160 nokia mobile software 3,195 18 0.56% 19 0.59% 2 160 141 320 301 free nokia application download 1,850 0 0.00% 88 4.76% 5 93 5 185 97 mobile search 1,320 138 10.45% 175 13.26% 4 66 (109) 132 (43) nokia 6680 free software download 1,153 0 0.00% 58 5.03% 3 58 (0) 115 57 free nokia n70 software 1,148 0 0.00% 55 4.79% 7 57 2 115 60 nokia n70 free software 1,148 0 0.00% 63 5.49% 13 57 (6) 115 52 free software for nokia n70 188 0 0.00% 76 40.53% 12 9 (67) 19 (57) Total 33,370 208 0.62% 781 2.34% 1,669 888 3,337 2,556 Value of a Visit $1.00 SE Visits for Words Listed Monthly Revenue Annual Revenue Potential Increase % Increase Current SE Traffic 781.00 $781.00 $9,372.00 5% 1,668.50 $1,668.50 $20,022.00 $10,650.00 113.64% 10% 3,337.00 $3,337.00 $40,044.00 $30,672.00 327.27% Highlighted fields are variables that can be manipulated to create other scenarios.
  29. 29. @billhunt #SESAtlanta Cost of Not Ranking Organic Search Activity Paid Search Activity Incremental Value of SEO Traffic Keyword Est. Searches per Month SE Visits (Organic) Share of Clicks Current Rank Google Impressions (Google) SE Visits (PPC) Click Rate Google Average CPC** Percent of Clicks 60% Organic Traffic 40% PPC Traffic Organic Missed Opportunity Inc/Dec Google Traffic Cost servers 3,577,799 1,827 0.05% Not in top 30 63,122 582 0.90% $8.35 5% 107334 71556 105,507 $880,983 server 3,254,094 625 0.02% 4 84,580 653 0.80% $5.92 5% 97623 65082 96,998 $574,227 anti virus 2,204,009 0 0.00% Not in top 30 12,642 1 0.00% $4.20 5% 66120 44080 66,120 $277,705 disaster recovery 1,145,552 0 0.00% Not in top 30 3,587 26 3.30% $11.69 5% 34367 22911 34,367 $401,745 security systems 617,880 0 0.00% Not in top 30 2,180 11 0.50% $10.86 5% 18536 12358 18,536 $201,305 web server 587,968 0 0.00% Not in top 30 178,729 1,920 0.70% $4.86 5% 17639 11759 17,639 $85,726 cad 569,746 0 0.00% Not in top 30 - 0 0.00% $3.03 5% 17092 11395 17,092 $51,790 amd 440,473 95 0.02% Not in top 30 81,832 73 0.10% $3.72 5% 13214 8809 13,119 $48,803 network backup 369,005 0 0.00% Not in top 30 1,844 48 2.60% $8.87 5% 11070 7380 11,070 $98,192 Total 12,766,526 2,547 0.02% 428,516 3,314 0.99% $6.83 382,996 255,331 380,449 $2,620,477 Additional Annual Cost for not ranking in organic --> $31,445,725
  30. 30. @billhunt #SESAtlanta Opportunity Realized MatrixStart Projected Current Realized Keyword Demand SE Visits % of Demand Rank 3% 5% Visits Rank2 +/_ Added Visits Opp. Realized girdle 33,100 0 0.00% NR 993 1,655 1 NR - 1 0% shapewear 27,100 37 0.14% 36 776 1,318 159 26 10 122 16% body shaper 12,100 16 0.13% 21 347 589 5 28 -12 -11 -3% body shapers for women 5,400 0 0.00% NR 162 270 0 NR - 0 0% shapewear for women 4,400 3 0.07% NR 129 217 2 NR - -1 -1% plus size shapewear 2,400 1 0.04% NR 71 119 3 NR - 2 3% shape wear 2,400 0 0.00% 28 72 120 20 27 1 20 28% bodyshaper 1,900 1 0.05% 28 56 94 1 21 7 0 0% shapeware 1,000 1 0.10% 36 29 49 4 26 10 3 10% body shapewear 880 0 0.00% 21 26 44 0 NR -9 0 0% body slimmers 880 18 2.05% 8 8 26 2 13 -5 -16 -190% mens shapewear 880 23 2.61% 11 3 21 25 7 4 2 59% shapewear underwear 880 0 0.00% NR 26 44 0 NR - 0 0% strapless shapewear 880 0 0.00% NR 26 44 0 NR - 0 0% bridal shapewear 720 0 0.00% NR 22 36 11 21 9 11 51% body shaper underwear 590 0 0.00% NR 18 30 18 NR 18 18 102% Total 135,930 131 0.10% 3,947 6,666 332 201 5% Value of a Visit $120.00 SE Visits for Words Listed Site Conversion Monthly Revenue Annual Revenue Potential Increase % Gain Starting SE Traffic 131 5 $15,720 $188,640 - Projected @ 3% of Opportunity 3,947 158 $473,628 $5,683,536 $5,494,8962912.90% Current SE Traffic (Jan 2012) 332 13 $39,840 $478,080 $289,440 153.44%
  31. 31. @billhunt #SESAtlanta Leverage “KMAE” Reports 25% increase in Natural Search Traffic Increased SEO Revenue by 45%
  32. 32. @billhunt #SESAtlanta 32 98% of budget Cost of Delegation
  33. 33. @billhunt #SESAtlanta Epiphany 5 The Future of Search is Multidimensional Integration We will fail unless we make it MORE Strategic
  34. 34. @billhunt #SESAtlanta What Does Search Marketing Offer? The best opportunity marketers have to engage “intent-driven” prospects who have self-identified their category, brand and/or product interest.
  35. 35. @billhunt #SESAtlanta The Connected Consumer • Understanding the connected consumer journey is essential to optimizing marketing • to the right consumer, • with the right message, • at the right touchpoint, • on the right screen, • at the right time.
  36. 36. @billhunt #SESAtlanta Guiding & Influencing the Buyer Source: http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey
  37. 37. @billhunt #SESAtlanta Bingo Content Matrix
  38. 38. @billhunt #SESAtlanta Bingo Content Matrix Learn Shop Buy Get Use Learn Asset 1 Shop Asset 1 Buy Asset 1 Get Asset 1 Use Asset 1 Learn Asset 2 Shop Asset 2 Buy Asset 2 Get Asset 2 Use Asset 2 Learn Asset 3 Shop Asset 3 Buy Asset 3 Get Asset 3 Use Asset 3 Learn Asset 4 Shop Asset 4 Buy Asset 4 Get Asset 4 Use Asset 4 Learn Asset 5 Shop Asset 5 Buy Asset 5 Get Asset 5 Use Asset 5
  39. 39. @billhunt #SESAtlanta Shop Asset 2 Keyword Mix Learn of Asset Aware of Asset Mobile Location Best Blended Irish Whiskey Jameson Black Barrel for Jameson Ginger Jameson Black Barrel 750 ml price Jameson Black Barrel In Stock Blended Irish Whiskey on sale Jameson Black Barrel 750 ml price Jameson Black Barrel 750 ml price Jameson Black Barrel 750 ml price Crazy Bruce Irish whiskey from Twitter Recipe Jameson Black Barrel 750 ml price Jameson Black Barrel 750 ml price Boston Jameson Black Barrel vs. Select Jameson Black Barrel 750 ml price Crazy Bruce Where to Buy Jameson Black in Windsor
  40. 40. @billhunt #SESAtlanta Listening + Understanding Connecting + Interacting Shared Language Intent Triggers Motivations Emotions Barriers Facilitators Behaviors Device Location Context Experience Content Next Generation Approach Customer Experience Optimization is dynamic because consumers/customers are constantly changing 40
  41. 41. @billhunt #SESAtlanta Take Away Actions • Leverage search data to take our position at the center of the universe and drive change • Understand why your organization does what it does and integrate change into the existing process using “Force Multipliers” • Deploy KPI’s and Metrics that “Enhance your Agenda” and “Show the Value of Your Efforts” • Find opportunities to connect with the Connected Consumer
  42. 42. @billhunt #SESAtlanta Thank You! bill@back-azimuth.com

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