Hunt Turning Simple Changes


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Presentation from SES Chicago on how simple changes can increase visits and sales.

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  • This is the Ford Home page to Google
  • This is the Ford Home page to Google and is 100% in flash which makes it nearly impossible to crawl.
  • The aggregation of all forms of Digital Content onto the results page providing increased opportunity to dominate the natural listings denying our competition from getting seen!
  • Understand the searchers need and offer content to meet that need
  • Hunt Turning Simple Changes

    1. 1. Turning Simple Changes into Big Profit Presented by Bill Hunt
    2. 2. Google Snippet <ul><li>When was the last time you checked your companies description in Google or that of your client? </li></ul>
    3. 6. Optimize Search Results Due to the flash problem with the sites, many snippits are less than optimal Search Phrase: Ford SUV Search Phrase: Ford truck fuel efficiency
    4. 7. Paid Search Ads <ul><li>When was the last time you checked on your paid search ads? </li></ul>
    5. 11. Check Your Translations <ul><li>When was the last time you had a native speaker check the quality of your localization? </li></ul>
    6. 12. Mistakes With “Word for Word” Translation Not translated 「ホテル名」 「 US$40 以下」 「 US$200 以上」 「 US$ xx以上、 US$ xx以下」 「 111 件中 1 番目から 20 番目のホテル」 This should be on the right side of the currency box. ??? Wrong character 「ホテル名」 「全てのホテルを表示する」
    7. 13. Get the info to buy <ul><li>When was the last time you were frustrated to had to register to get the simplest data about a product? </li></ul>
    8. 16. Visited by Mobile Phone <ul><li>When was the last time you visited your site by mobile or iPhone? </li></ul>
    9. 17. Home Page invisible on iPhone
    10. 18.
    11. 19. Integrate Paid and Organic <ul><li>How Many of you integrate paid and organic search data to find opportunities? </li></ul>
    12. 20. Leverage Paid + Organic Data <ul><li>Identify missed opportunities – paid and organic </li></ul>
    13. 21. Maximize Paid and Organic Integration <ul><li>What keywords are really converting in paid and organic? </li></ul><ul><li>What are “low-hanging fruit” that can be optimized </li></ul>Fixing copy on #1 organic listing saved $24k in 1 st month
    14. 22. Leverage Scorecards <ul><li>How many of you use scorecards to motivate brands or to foster integration with traditional media? </li></ul>
    15. 23. Deploy Performance Metrics <ul><li>Leverage Scorecards for governance to ensure consistent global performance goals are achieved. </li></ul><ul><li>Helps prioritize resource allocation </li></ul><ul><li>Effectively blend paid search and natural search for brand awareness and lead generation </li></ul>IBM’s global search performance increased 500% when BU level performance metrics implemented
    16. 24. Deploy Integration Metrics <ul><li>Leverage Scorecards for governance to ensure consistent integration performance goals are achieved. </li></ul><ul><li>Effectively advertising and search for brand awareness and lead generation </li></ul>
    17. 25. Test Your Site <ul><li>Act like a customer and see where you have bugs. </li></ul>
    18. 27. Digital Asset Optimization <ul><li>How many are doing Digital Asset Optimization? </li></ul>
    19. 28. Blended Search Results 37,000 social media content pages flood Google for Sony Bravia Often videos, blogs and Social Media bookmark sites outrank brand pages
    20. 29. Audience Participation <ul><li>How many are focused on searcher interests? </li></ul>
    21. 30. Develop Content to Satisfy Searcher Needs How To related searches 80,000 searches monthly
    22. 31. Contact Me <ul><li>Bill Hunt </li></ul><ul><li>Tel: 860.604.8063 </li></ul><ul><li>Twitter: billhunt </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Blog: </li></ul>