1. 2012 E-Comm KW Planning
Date: January 20, 2012
Author: Mark Lavoritano @lavoritano

2. Who here has struggled with…
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3. Prioritizing e-comm initiatives?
Getting buy-in from clients?
Explaining how SEO drives $$?
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4. January February March April May June July August September October November December January
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5. January February March April May June July August September October November December January
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6. January February March April May June July August September October November December January
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7. January February March April May June July August September October November December January
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8. January February March April May June July August September October November December January
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9. January February March April May June July August September October November December January
Rankings are critical during these time periods 9

10. January February March April May June July August September October November December January
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11. Which KWs drove traffic and
conversions during peak, and more
importantly – where did they rank?
January February March April May June July August September October November December January
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12. * Data set looking at 11/1/11 – 12/25/11
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13. * Data set looking at 11/1/11 – 12/25/11
Rank
1
1
1
1
1
3
2
2
1
1
7
3
1
1
15
7
8
1
13

14. * Data set looking at 11/1/11 – 12/25/11
Rank
1
1
1
1
1
3
2
2
1
1
7
3
1
1
15
7
8
1
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15. Caveats!
• CTR NOT guaranteed to be accurate (based
on Slingshot SEO study)
• Conversion rate will likely go down as
ranking improves (example uses an
estimate of -30%)
• Products and other universal search
elements could impact CTR significantly
• Trends may shift – need to be aware of
industry movement
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16. http://bit.ly/y2w7Ta
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17. Questions/Ideas/Improvements?
Projection Spreadsheet:
http://bit.ly/y2w7Ta
My blog posts:
http://www.seerinteractive.com/team/markl
Twitter:
@lavoritano
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