The document discusses the importance of retargeting in enhancing SEO success, emphasizing that retargeted consumers are significantly more likely to complete purchases. It outlines strategies for leveraging retargeting, including breaking down silos between SEOs and paid marketers, repurposing efforts on competitive keywords, targeting long-tail traffic, and continuously testing and refining approaches. The insights are presented by Joanna Lord, Director of Customer Acquisition at SEOMoz.

1. Leveraging Retargeting for SEO Success
Joanna Lord, Director of Customer Acquisition, SEOmoz
October, 2011: Mozcation, Barcelona

2. Hold up, what is retargeting?

3. What is retargeting?
The act of putting your message in front of lost prospects.
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

4. What is retargeting?
The act of putting your message in front of lost prospects.
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

5. And it works!
“More that 95% of visitors who browse a retailer’s site do not
complete a transaction in their visit.”
“Retargeted consumers are nearly 70 percent more likely to
complete a purchase as compared to non retargeted consumers.”
“Retargeted customers spend, on average 50% more than those
served with non-retargeted banner ads.”
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

6. So how can you use it?

7. Generate Brand Awareness
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

8. Brand Evolution
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

9. Full Funnel Targeting
Generate Traffic & Improve Brand Awareness
Continue to improve the quality of that traffic
Control that brand awareness & sculpt it
Produce conversions (primary & secondary)
Increase average revenue of each conversion
Set expectations that will be met at this point
Establish trust between consumer & brand
Enable the consumer to evolve with the brand
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

10. Drive Conversions
Introducers Influencers Converters
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

11. Okay, but we are SEO’s…
How can we leverage retargeting for SEO success?

12. #1 : Break down the silo
SEOs & Paid Marketers can:
Share data
Understand attribution better
Utilize each other more effectively
Report back to each other
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

13. #2 : Repurpose efforts on head terms
You spend time on
competitive keywords:
Repurpose those efforts and
build buckets for each to
retarget to.
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

14. #3 : Long tail domination
You get traffic across a number of pages that don’t
convert really well for you.
Build different segments and target them differently in
retargeting ads.
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

15. #4 : Test & refine
http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

16. Q+A
Joanna Lord, Director of Customer Acquisition,
SEOmoz
You can now try SEOmoz PRO Free!
• Twitter: @joannalord http://www.seomoz.org/freetrial
• Email: joanna@seomoz.org