This document discusses the benefits of advanced keyword modeling. It provides examples of companies that saw increased revenue through better keyword targeting and optimization. These include a large electronics retailer finding traffic for end-of-life products, a UK travel site matching keywords to top ranking pages, and an ecommerce site optimizing paid and organic performance. The document discusses how keyword modeling can help understand searcher needs and intent to identify new products/services, influence content, and optimize paid search and SEO. It provides examples of keyword segmentation, mapping keywords to actions and pages to improve performance. Overall, the document promotes the business value of advanced keyword research and modeling techniques.
For more information, visit: http://www.wordstream.com
Start the new year right — on top of your competition!
In this webinar, Larry Kim, Founder and CTO of WordStream, and Amanda West-Bookwalter, Account Manager at Hanapin Marketing and writer for PPC Hero, show you the top 10 tips, tools, and tricks to help you gain and maintain PPC success throughout the year. You’ll learn how to:
- Improve your Quality Scores
- Get through to potential customers at the end of the funnel
- Spend less per lead, and more!
Description of Pay Per Click; Creating a PPC Campaign; Keyword Competition; Customer Buying Cycle; External Factors That Can Affect the Success of a PPC Campaign; What to Expect From a PPC Service Provider; PPC Resources
ICTT 2013 Suresh Babu's Presentation on Understanding Analytics for better ROI. June 9th 2013, The Leela Kovalam,Kerala. My presentation on Analytics in International Conference on Travel Technology Kerala, India
Keyword Intelligence - Socialize West 2011Ron Jones
This presentation was given at the Socialize West 2011 conference in San Francisco. It covers the basics of keyword research principles and strategies but also explores keyword tools / techniques for use with social media.
It provides links to mainstream keyword research tools as well as social media related keyword tools and how to use them.
Much of the content came from a book that has recently been authored by Ron Jones and published by Wiley Publishing called - Keyword Intelligence: Keyword Research for Search, Social and Beyond.
For more information, visit: http://www.wordstream.com
Start the new year right — on top of your competition!
In this webinar, Larry Kim, Founder and CTO of WordStream, and Amanda West-Bookwalter, Account Manager at Hanapin Marketing and writer for PPC Hero, show you the top 10 tips, tools, and tricks to help you gain and maintain PPC success throughout the year. You’ll learn how to:
- Improve your Quality Scores
- Get through to potential customers at the end of the funnel
- Spend less per lead, and more!
Description of Pay Per Click; Creating a PPC Campaign; Keyword Competition; Customer Buying Cycle; External Factors That Can Affect the Success of a PPC Campaign; What to Expect From a PPC Service Provider; PPC Resources
ICTT 2013 Suresh Babu's Presentation on Understanding Analytics for better ROI. June 9th 2013, The Leela Kovalam,Kerala. My presentation on Analytics in International Conference on Travel Technology Kerala, India
Keyword Intelligence - Socialize West 2011Ron Jones
This presentation was given at the Socialize West 2011 conference in San Francisco. It covers the basics of keyword research principles and strategies but also explores keyword tools / techniques for use with social media.
It provides links to mainstream keyword research tools as well as social media related keyword tools and how to use them.
Much of the content came from a book that has recently been authored by Ron Jones and published by Wiley Publishing called - Keyword Intelligence: Keyword Research for Search, Social and Beyond.
Keeping Content Searchable In Google's WorldMartino Flynn
Search engines, specifically Google, are continually making changes to the their algorithms to improve user experience. With a greater emphasis on quality content and social media, the responsibility of search engine optimization (SEO) has begun to shift towards public relations.
The following presentation was given by our digital media supervisor, Bob Burch, at the Northeast Regional Conference for the Public Relations Society of America (PRSA) and teaches PR professionals the basics of SEO and how it applies to them.
Search is the database of human intensions.
Consumer intents drive SEARCH.
digital마케팅에 있어서 검색은 중요한 믹스중에 하나입니다.
Searchibility vs Findability.
검색마케팅의 큰 맥락을 이해하는데 도움이 되시길 바랍니다.
MHVDM presents An Introduction to Google AdWords | Andy Groller and Paolo Vid...MHVDM
Mid-Hudson Valley Digital Marketers was excited to present a workshop on an introduction to Google AdWords, presented by speakers Andy Groller and Paolo Vidali, on March 26th, 2014, at the Kingston library.
To learn more about MHVDM and future seminars join us on twitter.com/MHVDM or facebook.com/groups/mhvdm/
In this introductory course, industry experts and leading publishers will provide valuable tips and guidance on managing search campaigns and maximizing performance.
Tim Watson, Independent Email Marketing Consultant
49% of email marketers in the recent Econsultancy Email Marketing Census 2012 said the lack of email strategy was a major barrier to effective email marketing.
Ux of search workshop isite design_feb2012Barbara Holmes
University of Oregon School of Journalism asked ISITE Design to participate in teaching a class to grad students on search engine optimization, search engine marketing, UX and design. Here's the deck. It doesn't include all the activities that the class did.
A successful SEO strategy is built upon targeting the right type of keyword. When you research and identify your best keyword opportunity, you can drive the most targeted and conversion friendly traffic to your website.
To know what keywords will be best for your site / business, it is first important to know what type of keyword to target.
This presentation will give you a detailed idea about type of keywords, which will definitely help you with your keywords research.
Seo and Retargeting for the Data Driven MarketerSinch
SEO is an important part of many marketers' digital strategies, but it's not as easy as it may look. Strong SEO campaigns are driven by data and function as part of an integrated marketing strategy. Retargeting, as part of one of those integrated campaigns, is one of the most powerful complements to a strong SEO strategy.
In this webinar, you'll learn:
-How you can track key performance indicators across various pillars of SEO, including keyword research, technical SEO, and competitive analysis.
-How SEO can magnify the power of a retargeting campaign.
-Tips for running an integrated, data-driven campaign with SEO and retargeting.
It covers the following topics
- Developing CSR policy
- Program formulation / project design
- Operational structure
- Implementation strategy
- Performance Management
- Communicating the impact to internal and external stakeholders
Intent-Aware Temporal Query Modeling for Keyword SuggestionFindwise
This paper presents a data-driven approach for capturing the temporal variations in user search behaviour by modeling the dynamic query relationships using query-log data. The dependence between different queries (in terms of the query words and latent user intent) is represented using hypergraphs which allows us to explore more complex relationships compared to graph-based approaches. This time-varying dependence is modeled using the framework of probabilistic graphical models. The inferred interactions are used for query keyword suggestion - a key task in web information retrieval. Preliminary experiments using query logs collected from internal search engine of a large health care organization yield promising results. In particular, our model is able to capture temporal variations between queries relationships that reflect known trends in disease occurrence. Further, hypergraph-based modeling captures relationships significantly better compared to graph-based approaches.
Keeping Content Searchable In Google's WorldMartino Flynn
Search engines, specifically Google, are continually making changes to the their algorithms to improve user experience. With a greater emphasis on quality content and social media, the responsibility of search engine optimization (SEO) has begun to shift towards public relations.
The following presentation was given by our digital media supervisor, Bob Burch, at the Northeast Regional Conference for the Public Relations Society of America (PRSA) and teaches PR professionals the basics of SEO and how it applies to them.
Search is the database of human intensions.
Consumer intents drive SEARCH.
digital마케팅에 있어서 검색은 중요한 믹스중에 하나입니다.
Searchibility vs Findability.
검색마케팅의 큰 맥락을 이해하는데 도움이 되시길 바랍니다.
MHVDM presents An Introduction to Google AdWords | Andy Groller and Paolo Vid...MHVDM
Mid-Hudson Valley Digital Marketers was excited to present a workshop on an introduction to Google AdWords, presented by speakers Andy Groller and Paolo Vidali, on March 26th, 2014, at the Kingston library.
To learn more about MHVDM and future seminars join us on twitter.com/MHVDM or facebook.com/groups/mhvdm/
In this introductory course, industry experts and leading publishers will provide valuable tips and guidance on managing search campaigns and maximizing performance.
Tim Watson, Independent Email Marketing Consultant
49% of email marketers in the recent Econsultancy Email Marketing Census 2012 said the lack of email strategy was a major barrier to effective email marketing.
Ux of search workshop isite design_feb2012Barbara Holmes
University of Oregon School of Journalism asked ISITE Design to participate in teaching a class to grad students on search engine optimization, search engine marketing, UX and design. Here's the deck. It doesn't include all the activities that the class did.
A successful SEO strategy is built upon targeting the right type of keyword. When you research and identify your best keyword opportunity, you can drive the most targeted and conversion friendly traffic to your website.
To know what keywords will be best for your site / business, it is first important to know what type of keyword to target.
This presentation will give you a detailed idea about type of keywords, which will definitely help you with your keywords research.
Seo and Retargeting for the Data Driven MarketerSinch
SEO is an important part of many marketers' digital strategies, but it's not as easy as it may look. Strong SEO campaigns are driven by data and function as part of an integrated marketing strategy. Retargeting, as part of one of those integrated campaigns, is one of the most powerful complements to a strong SEO strategy.
In this webinar, you'll learn:
-How you can track key performance indicators across various pillars of SEO, including keyword research, technical SEO, and competitive analysis.
-How SEO can magnify the power of a retargeting campaign.
-Tips for running an integrated, data-driven campaign with SEO and retargeting.
It covers the following topics
- Developing CSR policy
- Program formulation / project design
- Operational structure
- Implementation strategy
- Performance Management
- Communicating the impact to internal and external stakeholders
Intent-Aware Temporal Query Modeling for Keyword SuggestionFindwise
This paper presents a data-driven approach for capturing the temporal variations in user search behaviour by modeling the dynamic query relationships using query-log data. The dependence between different queries (in terms of the query words and latent user intent) is represented using hypergraphs which allows us to explore more complex relationships compared to graph-based approaches. This time-varying dependence is modeled using the framework of probabilistic graphical models. The inferred interactions are used for query keyword suggestion - a key task in web information retrieval. Preliminary experiments using query logs collected from internal search engine of a large health care organization yield promising results. In particular, our model is able to capture temporal variations between queries relationships that reflect known trends in disease occurrence. Further, hypergraph-based modeling captures relationships significantly better compared to graph-based approaches.
A Method for Detecting Behavior-Based User Profiles in Collaborative Ontology...Sven Van Laere
Ontology engineering is far from trivial and most collaborative methods and tools start from a predefined set of rules, stakeholders can have in the ontology engineering process. We, however, believe that the different types of user behavior are not known a priori and depend on the ontology engineering project. The detection of such user profiles based on unsupervised learning allows finding roles and responsibilities along peers in a collaborative setting. In this paper, we present a method for automatic detection of user profiles in a collaborative ontology engineering environment by means of the K-means clustering algorithm only by looking at the type of interactions a user makes. In this paper we use the GOSPL ontology engineering tool and method to demonstrate this method. The data used to demonstrate the method stems from two ontology engineering projects involving respectively 42 and 36 users.
Predicting Current User Intent with Contextual Markov ModelsJulia Kiseleva
Abstract—In many web information systems like e-shops and information portals predictive modeling is used to understand user intentions based on their browsing behavior. User behavior is inherently sensitive to various contexts. Identifying such relevant contexts can help to improve the prediction performance. In this work, we propose a formal approach in which the context
discovery process is defined as an optimization problem. For simplicity we assume a concrete yet generic scenario in which context is considered to be a secondary label of an instance that is either known from the available contextual attribute (e.g. user location) or can be induced from the training data (e.g. novice vs. expert user). In an ideal case, the objective function of the optimization problem has an analytical form enabling us
to design a context discovery algorithm solving the optimization problem directly. An example with Markov models, a typical approach for modeling user browsing behavior, shows that the derived analytical form of the optimization problem provides us with useful mathematical insights of the problem. Experiments with a real-world use-case show that we can discover useful contexts allowing us to significantly improve the prediction of
user intentions with contextual Markov models.
In order to succeed in todays highly competitive and dynamic organic search engine optimization reality, it's vital to be able to identify issues preventing a site from maximum visibility in search engines, and then getting user experience polished and refined enough to win.
This deck, from my presentation at the 2014 Pubcon conference in Las Vegas, conveys insights, critical thinking considerations, and how-to regarding performing a proper best practices SEO site audit.
Dynamic Search Using Semantics & StatisticsPaul Hofmann
This presentation shows 3 applications of successfully combining semantics and statistics for text mining and interactive search.
1) We predict the Lehman bankruptcy using statistical topic modeling, SAP Business Objects entity extraction and associative memories (powered by Saffron Technologies).
2) We semi-automatically handle service requests at Cisco using knowledge extraction and knowledge reuse.
3) We discover user intent for interactive retrieval. User intent is defined as a latent state. The observations of this latent state are the reformulated query sequence, and the retrieved documents, together with the positive or negative feedback provided by the user. Demo shows recognizing user’s intent for health care search.
Network Intent Composition in OpenDaylightOpenDaylight
There is a flurry of activity on policy and intent in Software-defined Networks. The NIC project in OpenDaylight focuses on enabling the controller to manage and direct network services and network resources based on app-described “Intents”. The Intent based NBI allows for a descriptive way to get what is desired from the infrastructure, unlike the current SDN interfaces which are based on describing how to provide different services. The Network Intent Composition function will use existing OpenDaylight Network Service Functions and Southbound Plugins to control both virtual and physical network devices.
Summit 16: Applying Machine Learning to Intent-based Networking and Nfv Scali...OPNFV
The talk will highlight how Machine Learning techniques can be used to address different aspects of the operation and control of NFV and propose future OPNFV activities in this area. First, Diego will introduce how Machine Learning is being applied by the CogNet project to address intent-based networking, and discuss the architecture defined there as a potential framework for future ML integration. Glen will demonstrate a policy-based system for automating VNF scaling using performance data collection and analytics with machine learning (ML), based on OPNFV Brahmaputra and the underlying OpenStack telemetry system (Ceilometer), as well as the open-source Apache Kafka, Apache Zookeeper and Apache Spark streaming and MLlib libraries. Available as open-source, it combines predictive and reactive inputs to make the VNF scaling decision and trigger action in the MANO stack. The presentation will provide an overview of the system, demonstrate the VNF auto-scaling use case and discuss how this system will fit into a future OPNFV release.
Droidcon it 2015: Android Lollipop for EnterpriseConsulthinkspa
With the latest major release of the Android OS, codenamed “Lollipop”, Google is playing its best cards to enter the enterprise market. Android 5.0 Lollipop has introduced new features, security enhancement and upgraded API for device management; it can now be considered a mature operating system to be used in critical environment and a potential major player in the enterprise world. The talk will explore new features such as the “kill switch” factory reset, the smart lock functionality and other innovative security features and improvements. The session will end with a deep technical discussion on the device management extensions offered by Android; it will focus on the new “managed profile” feature for “containerization technology”, based on the integration of Samsung‘s KNOX platform, which offers the ability to run enterprise applications in a secure protected environment and to keep the working and personal spaces independent from each other.
Object-oriented design patterns in UML [Software Modeling] [Computer Science...Ivano Malavolta
This presentation is about a lecture I gave within the "Software Modeling" course of the Computer Science bachelor program, of the Vrije Universiteit Amsterdam.
http://www.ivanomalavolta.com
Despite an overwhelming trend toward content marketing and the need to continually feed an ever-increasing portfolio of content channels and formats, most organizations have not yet addressed content on either a strategic or tactical level. This report explores scalable organizational models for addressing content needs across the enterprise and makes recommendations for a holistic program.
From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Essential Steps For Performing An Effective SEO Audit. PRESENTATION: SEO Audits Key Elements of Discovery and Planning - Given by Jessie Stricchiola, @itstricchi - Alchemist Media Inc., CEO. #SMX #21A
Case Study for Internet Retailer presented by Jeff Campbell (Resolution Media) and Mike Ryan (Lowe's). Covers Search Retargeting vendors, best practices, optimization methods, etc.
Successful content with a metrics driven approachKevin Nichols
We hear all the time that ‘content is king.’ But if this really is the case, how do we prove it? And how do we continue to improve content and our solutions around it?
For organizations that publish content, metrics and key performance indicators (KPI’s) must prove the worth of content practices and solutions to management teams and decision makers. But ROI is not just about more products being sold, conversions of customers or operational efficiencies gained. In this webinar, learn how to access the appropriate metrics, analytics and KPI’s necessary to make your content useful and intelligent.
Search & Online Marketing Manager Scott Mowery of Cleveland Clinic presented "Marketing in the Digital Era" to the Cleveland chapter of the National Black MBA Association on April 12, 2012.
451 Marketing partner and head of public relations, Tom Lee, discusses the need for a holistic approach to social media in the digital age in this free workshop.
This document was used during a webinar by Pinfluencer. We covered Best Practices for Contests and Sweepstakes in Pinterest, as well as some important data about Pinterest itself. To view a video recording of the webinar, visit:
Seo actions to move the needle pub con austinBill Hunt
Specific SEO workflow actions you should take to improve indexability, ranking and clicks. No hype or super secret techniques just old fashioned effort to find anomalies in performance.
5 Epiphanies from 20 Years in Search MarketingBill Hunt
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.
Presentation given at SEMNE March meeting in Hartford Connecticut discussing the opportunities and challenges of using search marketing to enter overseas markets.
Presentation from SES Chicago related to attribution of search marketing activities. Ideas on how to start to organize the data integration necessary to apply attribution credit.
Presentation from SES Berlin 2009 keynote on how companies should adjust their communications strategy to deploy an integrated plan to “Own the Shelf” and “Customer Journey”
Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
This article provides a comprehensive guide on how to
effectively manage the convert Accpac to QuickBooks , with a particular focus on utilizing online accounting services to streamline the process.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
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𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
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➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
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➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
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As a business owner in Delaware, staying on top of your tax obligations is paramount, especially with the annual deadline for Delaware Franchise Tax looming on March 1. One such obligation is the annual Delaware Franchise Tax, which serves as a crucial requirement for maintaining your company’s legal standing within the state. While the prospect of handling tax matters may seem daunting, rest assured that the process can be straightforward with the right guidance. In this comprehensive guide, we’ll walk you through the steps of filing your Delaware Franchise Tax and provide insights to help you navigate the process effectively.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
2. Realized Benefits
• Large electronics retailer found significant
traffic for “End of Life” products that they had
no representation for.
• Created Pages & PPC ads for each model
• $400k incremental revenue in 90 days!
2
3. Realized Benefits
• UK travel site matched keywords to top
ranking pages swapped less than optimal
current ranking pages.
• $120k incremental revenue in 25 days.
3
4. Realized Benefits
• National Instruments uses keyword query
volume to identify new product opportunities.
• IBM & Siemens use it to name products
• Multiple existing and new products have been
released as a result of identifying
need/opportunity via keyword research.
4
5. Realized Benefits
• Ecommerce site mapped paid and organic “Co-
Optimization” and found missed opportunities and
cannibalization.
• $300k in PPC savings in 40 days
• $250k in SEO revenue in 60 days
5
6. Advanced Keyword Modeling
• By understanding the search terms and analysis
you can understand the needs, wants and intent
of the searcher allowing you to:
1. Understand the “voice of the consumer”
2. Effectively map your content with their query and
query intent.
3. Identify new products and services
4. Create and influence PR & social media opportunities
9. Understand Query Types
• Informational
– Search Marketing Conferences
• Navigational
– SES San Francisco Agenda
• Transactional
– Register for SES San Francisco
10. Mindset > Goal > Keyword > Projection
• Searchers Mindset:
– Brand Enthusiast
– Functionality Adaptor All searchers either…
• Own a compatible phone
• Own a non-compatible Phone
– Brand Aware • Own a competitors phone
• Do not own a phone
– Brand Agnostic
Global
Mindset Goal Query
Demand
Brand Enthusiast Download Conversions nokia 6630 software 2,255
Functionality Adopter Thought Leadership cell phone search 15,120
Brand Aware Handset Switch nokia cell phone 49,701
Brand Agnostic Brand Switch/Start cell phone 2,906,351
11. Purchase Cycle & Intent
• Researching product use and information?
• Looking for features and functions?
• Comparing brands?
• Looking for discounts?
• Have they already purchased?
12. Understanding Keyword Qualifiers
Words that help us isolate a specific
opportunity, interest, audience or need
• Upper arm shaper
• Cloud computing deployment strategy
• Underwater photography mask
13. Influence Design & Content
• Sites need to use consumer’s words
• Create a taxonomy that can be translated into
a content & search strategy
Taxonomy
Category Garment Body Feature Function Feature Brand
Shapewear Tank Top Body Shaping Strapless Yummie
Denim Slip Whole Body Shaper Cotton Maindenform
Clothing Girdle Tummy Slimming Rayon Spanx
Apparel Legging Toushy Slimmer Best Spanxs
Bottoms Butt Control Quality
Panties Legs Wrap Premium
Bras Bust Smoothing
Dress Thighs
1
3
14. Keyword Segmentation
• 75% of the queries were “clothing type + shapewear”
• Focus PPC messages, social media and content prioritization
Segmentation of the Top 100 keywords related to Shapewear
15. Rethinking the experience
• By looking at search query volume &
social media we saw that women talk
about shapewear in the following
buckets of thought:
By Type of Garment By Occasion By Body Type
Tanks Bridal Curvy
Bottoms Maternity Top Heavy
Slips Post-surgery Bottom Heavy
Clothing Business Square/Flat
Night Out/Date
Casual
15
16. Rethinking the experience
• This translates into an experience that
provides the user with progressive levels
of information about shapewear:
User Categories
Garment Type Category
Event/Occasion Tanks
Briefs
Tank Features
Body Shape Slips Compression
Clothing Fit
Bridal Fabrication
Maternity Collections
Post-surgery
Business
Night Out/Date
Curvy
Casual
Top Heavy
Bottom Heavy
16
Square/Flat
18. Brainstorming Keywords
Brainstorming words are our starting point. We take these top-
level, general keyword phrases and use them as the basis of the
next set of actions.
Start the process by answering the following questions:
1. Make a list of your products, services and categories of each
2. What do your potential visitors search for when trying to find your
product/services/information?
3. When you search for your own site, what do you search for
4. What do you want to be #1 in the search results for?
5. What terms are currently driving visits to your site (analytics)
6. What are people searching for currently on your site? (site search)
19. Mine your Pages for Keywords - Automated
Google Keyword Suggestion tool can “review” your pages and suggest phrases
based on what they detect on the page and site.
22. Step 1 – Generate Initial Keyword List
Number of How is are the Research? Good word? Bad?
Research gives
Initial Keyword searches last words performing Purchase? Issues? Landing page URL
you related words
month. elsewhere Service? Recommend
Rank Site
Keyword Related Keyword Demand PPC Type Comments PLP
Data Search
diabetes 375,567
diabetes supply 58,731
Diabetes symptoms 48,148
Diabetes diet 22,133
Type 2 diabetes 21,393
Diabetes mellitus 21,038
Gestational
diabetes 19,755
Diabetes treatment 18.999
Diabetes
information 17,345
Juvenile diabetes 17,125
22
24. Research Demand & Opportunity
• Leverage one of the keyword research tools to
understand variations of keywords and
relative search volume for each phrase.
• Use “exact” or “phrase” match to get a closer
representation to a actual search query
• Results are “averages” and not exact numbers
https://adwords.google.com/select/KeywordToolExternal 24
26. WordTracker
Subscription-based keyword research tool that offers a wide selection of
keyword variations and relevance weightings for keywords.
- www.wordtracker.com
26
27. WordStream
Subscription-based keyword research tool that offers a wide selection of
keyword variations, grouping and ad group filters.
- http://www.wordstream.com 27
28. Keyword Discovery
Subscription-based keyword research tool that offers a wide selection of
keyword variations and relevance weightings for keywords.
Can save and recall keyword research projects
- www.keyworddiscovery.com
28
29. Google Trends
• Provides a graphical,
relative search
volume comparison.
• Enter in up to 5
search terms.
• Shows related news.
• Free but not
necessarily current
www.google.com/trends
30. Google Insights for Search
• Similar to Google Trends
• Additional unique features
– Compare against a category
– Geographic search volume
maps
– Provides a relative index
measure against all
searches performed on
Google over time.
www.google.com/insights/search/
31. Keyword Spy
• Wide selection of keywords
• Additional unique features
– See paid and organic data
– Export master list of words
– Great for competitive
analysis and budget planning
• Free and Subscription
versions
www.keywordspy.com
33. Keyword Prioritization
Prioritization buckets words into
High, Medium and Low categories
Awareness
•Categories used to: High Priority
“Must Have” Keywords
•Control SOV levels on specific
segments in paid search
•Identify priority words for SEO Medium Priority
Keywords that are important but expensive or
work not targeted enough
• Advise content developers on
best words to include in new
content Low Priority
“Nice to haves”
33
34. Keyword Tier Allocation
• Tier 1 keywords get 60% of budget & effort
• Tier 2 keywords get 30% of budget & effort
• Tier 3 keywords get 10% of budget & effort
• Ensures important words get most exposure
• Focus efforts around Tier 1 copy & metrics with
PPC and SEO
• Review English and local versions of the phrases
38. Map Keywords to Predefined Actions Segments
• Use a brainstorming session to discuss and segment words into
appropriate purchase lifecycle segments to understand how to better
align messages.
• This will be very helpful later when creating ad groups and messages
for PPC
42. Intent Modeling Overview
Transform large amounts of unstructured
keyword research data into semantic maps of
customer interest
Prioritized keywords Optimized information
1 aligned to business goals 2 Informed messaging strategies 3 architecture and website
and customer interest and creative content
content
42
43. Create Searcher Intent Models
• Researching potential searcher’s keyword variations and
assigning them a classification based on what the searcher
may be thinking when they do the search.
• Why did they make that query and what do they want?
• How does the searcher’s needs align to business goals?
43
44. Searcher Intent Uses
• Leverage Searcher Intent Modeling for paid
search campaign launches
• Leverage data to inform keyword selection at
the brand level
• Leverage data when looking to identify
content development opportunities
• Leverage data for new product identification
and changes
45. Keyword Segmentation
51% of all queries related to “what is cloud computing”
9/10 first page listings in Google are “What is Cloud
Computing” ”
Segmentation of the Top 100 keywords related to Cloud Computing
49. Bad Snippets for Top Ranked Words
Phrase: Blade Servers
Rank: #2 in Google
Searches: 90,500
Est Visits: 1,131* vs. 11,312 potential
Avg CPC: $9.08
Cost of Not Ranking ~ $92k per month
Click rate is typically 1/10th of potential when snippet is not relevant
• Based on Optify’s Click Rate by rank research then Back Azimuth Research of bad snippets impact.
• #2 rank gets on avg 12.1% clicks – bad snipped decreases to 1/10 for 1.2%
49
50. Create Missed Opportunity Models
• 3.75% increase clicks would bring additional 111k
visitors
• Potential for $220k in PPC click costs reduction if
ranked better
50
51. End of Life Product Opportunity
Google Search NS NS Share of
Keyword Phrase Rank Volume Visits Impressions Opportunity 10% 20%
Model Number Keyword 1 1 368,000 200 100% 0.05% 36,800 73,600
Model Number Keyword 2 1 22,200 25 100% 0.11% 2,220 4,440
Model Number Keyword 3 1 14,800 39 100% 0.26% 1,480 2,960
Model Number Keyword 4 6 12,100 0 100% 0.00% 1,210 2,420
Model Number Keyword 5 2 12,100 114 100% 0.94% 1,210 2,420
Model Number Keyword 6 1 9,900 0 100% 0.00% 990 1,980
Model Number Keyword 7 3 9,900 0 100% 0.00% 990 1,980
Model Number Keyword 8 1 8,100 373 100% 4.60% 810 1,620
Model Number Keyword 9 1 8,100 1,548 100% 19.11% 810 1,620
Model Number Keyword 10 1 8,100 0 100% 0.00% 810 1,620
Model Number Keyword 11 1 6,600 0 100% 0.00% 660 1,320
Model Number Keyword 12 1 4,400 0 100% 0.00% 440 880
Model Number Keyword 13 2 4,400 0 100% 0.00% 440 880
Model Number Keyword 14 2 3,600 42 100% 1.17% 360 720
Model Number Keyword 15 1 3,600 45 100% 1.25% 360 720
Model Number Keyword 16 1 2,900 0 100% 0.00% 290 580
Model Number Keyword 17 1 2,900 0 100% 0.00% 290 580
Model Number Keyword 18 1 2,900 26 100% 0.90% 290 580
Model Number Keyword 19 1 1,900 47 100% 2.47% 190 380
Total 506,500 2459 1.63% 50,650 101,300
Currently many products that have reached EOL are removed from the site yet
there is still consumer interest and many who own that product.
• Fixing EOL landing pages and snippets should deliver
additional 48k visitors per month
52. Keywords that have decreased revenue
• 8% change in revenue monitoring
5
2
59. Drill deeper into Specifics
66% of searches related to “pet food” are dog related
Searches on dog food are nearly 2.5 times higher than searches for cat food
60. Understand Topic Nuance
Dog Cat Pet
How your brand thinks, speaks and classifies information can be vastly different
than how your consumers will do it.
61. Align to Social Media
Integrating Social Media Data
@billhunt
62. Alignment to Social Media
• Add Tier 1 keywords to monitoring
• Understand the “sentiment” of keywords
• Understand the “context” of words
• Compare search volume – conversations – and
conversions
• Identify influential Social Media sites including
blogs and forums for link building
63. Combine Search & Social Data
• Modeled over 9 month period
• Increase in “discussions” in weekend
• Identified interest in “labor day deals” 45 days
earlier
Source: Converseon.com Conversation Miner
63
64. Combine Search & Social Data
• Identified key “interest” destinations targeting by PPC
Source: Converseon.com Conversation Miner
64
65. What are the “Authority Sites?”
• Organic ranking was run against all Tier 1 & 2 + keywords
looking for ranking in the first 10 pages of results
• Below are the top sites that appear for the most keywords
• * No site dominates!
Dominating Domains
Cats.about.com: 428 (information)
Petco: 276 (retail site)
Purina.com: 170 (pet food brand)
66. Authority Sites Analysis – Value
• Identify potential targets for inclusion in PR
distribution
• Identify potential link partners
• Identify influential Social Media sites including
blogs and forums
• Understand authority sites for our target
keyword landscape (once identified)
67. Enabler – PR & Social Media Integration
• Share Keywords and Landing Pages to ensure integration
• Generates the right links to key pages
69. Identification of Audience
• Leverage CRM and Click to Call systems to help
map keywords to audience Segments
• Capture keywords that drive traffic to pages
with Click to Call or Lead Forms
• Map “Job Function” field to “query field” and
create chart of how many for each roll.
72. Leveraging PPC and SEO Co-Optimization
70
60
60
50
40
30
20
20
10
10
0
To p Listing in P aid and Organic To p Listing in P aid To p Listing in Organic
Per 1000 impressions1
Co-Optimization of PPC and SEO will lead to increased exposure, higher ROI and
reduced costs while maximizing a companies overall presence in the search
results.
72 1. Source: Marketing Sherpa Inc., IT Marketing Metrics Guide, May/2004
73. 89% Increase in Ad Clicks when
Paid and Organic Together
Google Study: Incremental Clicks Impact Of Search Advertising
74. The “Fine Print”
A low value for IAC may occur when the paid and
organic results are both similar and in close
proximity to each other on the search results page.
This increases the likelihood of a user clicking on an
organic result as opposed to a paid result.
Close proximity occurs when the ranking of the
organic result is high, placing it near the paid
results. Organic results triggered by branded search
terms tend to have a higher ranking on average and
this may lead to a low IACvalue.
75. Paid & Organic ROI Review
Negative PPC ROI
Positive PPC ROI
7
5 Source: Converseon.com Conversation Miner
76. What is the current state?
• For the target set of keywords, understand the
current state for each of the phrases by answering
the following questions
• Do we have paid and organic listings for the same
phrases?
• If listed, which sections of the site are represented?
• Does the PPC listing represent the intent of the
searcher?
• Does the Organic listing represent the intent of the
searcher?
• Does the Organic listing represent our best offer?
76
77. Monitor SEO & PPC Collaboration
Fortune 100 company increased PPC efficiency
300% by monitoring SEO & PPC Performance
Fixing snippet in #2 resulted in $24k PPC savings
78. Collaboration or Cannibalization?
• What is the collaborative impact of having
the #1 PPC listing, and the #1 and #2 organic
listing for this phrase?
82. Highest Media Cost
• Only 6 Top 20 highest Media cost keywords have top
5 ranking
83. Key steps to Successful Modeling
• Understand the “intent” of the user queries
• Understand the “real” performance of keywords
• Understand the context of keywords
• Classify keywords in logical segments to enable
classification and modeling
• Do anything other than just collecting in Excel