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MRM Seattle Digital Immersion Lab: Beyond SEO
- 1. Beyond SEO: LeveragingKeyword Research to Inform Integrated Digital Planning
- 2. Welcome2Holly BrownSVP, ManagingDirector, MRM Seattle
- 3. 3“Keywords represent thedatabase of intentions.”John Battelle, Chairman and CEO, Federated Media
- 4. Session AgendaSearch asBusiness IntelligencePanel Q&ALab/Demos4
- 5. MRM Worldwide Intro—who we are and what we do!5Advertising & Direct, Online & Mobile MarketingWeb Development,Emerging & Social MediaStrategy & PlanningMeasurement & Analytics Customer & PartnerRelationship ManagementDatabase ManagementSearch Engine Marketing & OptimizationTechnology Architecture & DevelopmentInteractive Design,Motion Graphics &Flash DevelopmentApplication & Client-side Development,Content Management Solutions
- 6. HousekeepingTweet #mrmseattleAsk lotsof questionsGive us feedback6
- 7. Beyond SearchLeveraging KeywordResearch to Inform Integrated Digital Planning7Jorie WatermanSVP, Director of Search, MRM New York
- 8. ♥I keywords
- 9. When users searchfor information…968% of searchers click on the 1st page
- 10.
- 11. 39% of searchersperceive those in the top ranks as top brands in their fields
- 12.
- 13. 87% of commercialclicks are on organic search results
- 14. Source: eMarketer, 2008PaidSearch Results*Google’s “Golden Triangle” gets 100% of the views and 85% of the clicksOrganic Search ResultsPaid Search Results* Not guaranteed
- 15. Language goes beyondsearch10It’s all about keywords
- 16. Keywords are ultimatelya lens into (or a connection to) our audience—people who are typing words that interest them, finding results, then taking action on those discoveries
- 17. Findings from searchkeyword data extends beyond search campaigns
- 18. Understanding the languageconsumers use can be applied to: Offline messagingTelevision campaignsDisplay advertisementsUser experience—navigationOn-site search applicationsAnywhere language is used to connect with consumersThe effort of keyword research helps us create a more intuitive, relational environment online and offlineWhere do we start?11
- 19. Selecting the rightkeywordsAs evidenced with the terms “basic training” and “boot camp,” two keywords might have similar meanings, but have drastic differences in search volume12It is critical that site content reflect the language people use when searching for relevant informationSource: Google Keyword Tool
- 20. Concentrate and askagain*my keyword research mantraLanguage is constantly changing
- 21. There is alwayssomething new at every point in the buying cycle
- 22.
- 23. Concentrate on whatis being said, act on it, repeat that process, ask again
- 24. Keyword research isiterative, never ending, and fun (really)CONCENTRATEAND ASKAGAIN* Credit to the Magic 8-Ball® by Mattel13
- 25. Turning consumer intentionsinto actionable strategyPanel Discussion14
- 26. Panel Discussion15Panelists:Darryn Lavery,Microsoft Advertising IntelligenceChris Blakely, comScore MarketerNatala Menezes, TeachStreet
- 27. Keyword data helpsanswer…General Search and LanguageHow many searches (queries) occurred for a term last month, or for the past 13 months broken out by month?
- 28. How can Itell if interest in a term has grown over time based on comparing month-over-month traffic? How does interest in a term change with the seasons?
- 29. What terms mightmean the same thing, but have significant differences in volume/opportunity?
- 30. What keywords/ad groupsneed optimization to improve performance as compared to market?
- 31. What keywords areshowing buzz and popularity right now?
- 32. How do searcherslook for information in my category?
- 33. What keywords doadvertisers bid on when they bid on my terms too? 16
- 34. Keyword data helpsanswer…AudienceWhat percentage of my audience is male or female?
- 35. What is theaverage age range of my audience?
- 36. Where is myaudience searching?
- 37. What types ofvisitors convert at the highest rate for me?Competitive InsightWhat keywords are my competitors focusing on in their content? Keyword ListsWhat keywords is my site relevant for?
- 38. How can Iexpand my keyword lists?
- 39. How can Imake sense of all these keywords?
- 40. How can Igroup my keywords? 17
- 41. WebsiteHow should Iprioritize my website content build out?
- 42. What language shouldI use to describe my content?
- 43. What landing pagesshould I map to keywords to improve landing page/keyword relevancy?
- 44. How is mysite trending against the market for a keyword or group of keywords? CampaignsHow should I prioritize my advertising campaigns?
- 45. Did my offline/onlinecampaign have an immediate impact on the number of search queries performed?Keyword data helps answer…18
- 46. Keyword data helpsanswer…BudgetingWhen should I expect to budget more for specific keywords?
- 47. How many queriesis a term expected to get in the future?
- 48. What is themarket opportunity for a keyword or a group of keywords?PerformanceWhat are the key performance indicators for keyword ads?
- 49. What are coreKPIs by vertical?
- 50. What is theaverage CTR and average CPC for all advertisers in a specific match type/position scenario?
- 51. Can I bidfor a lower position and still get the same, or better CTR? 19
- 52. Hands-on Demos20Microsoft AdvertisingIntelligencecomScore Marketer
- 53. Contact UsKeep theconversation going! #MRMSeattleMRM WorldwideHolly Brown | holly.brown@mrmworldwide.comJorie Waterman| jorie.waterman@mrmworldwide.comBrian Ladyman | brian.ladyman@mrmworldwide.comPanel DiscussionDarryn Lavery, Microsoft | darrynl@exchange.microsoft.comChris Blakely, comScore | cblakely@comscore.comNatala Menezes, TeachStreet | natala007@gmail.com21MRMSeattle.comMRM SeattleMRMSeattle
Editor's Notes
- #2 Welcome to MRM Worldwide, our Seattle office and the Digital Immersion Lab Great Crowd today – indicative of the interest level in Mobile MarketingWe are very excited about the panel and presenters here today, both from MRM and from a variety of partner companiesMobile has been a fractured and challenging channel for most marketers to navigateToday we hope to inform and simplify so that you can put mobile to work in your organization or further develop plans you have underwayTo do this, we going to spend our time as follows: MW to provide an overview of the mobile opportunity for context Niles from Ansible will provide a number of case studies that demonstrate mobile marketing in action Our panel will share insights and answer questions. We have some prepared questions, but look forward to answering question from the audience and being interactive, including texting questions from your mobile device After the panel , all our presenters and panelists will be available in our demo area to talk 1:1 Before we get into the meat of the program I’d like to share a little bit about the Digital Immersion Lab and the spirit behind these events.
- #3 My name is Holly Brown and I’m the Managing Director here in the Seattle office. I’m also a founding member of Populist, an IPG team from a variety of agencies that make up a social marketing think tank. I come to MRM with a 20 something year career as a technology marketer and as a purveyer of technology to do marketingI don’t want to do a commercial for MRM per se, but I do want to underscore why we’re here today and why the DIL is an important part of what we deliver and the spirit that we bring our client and partner relationships.
- #5 To that end, I think these 3 points are universally true most marketers today and frame the reasoning and vision for why our Digital Immersion Lab is an important part of our partnership to our clients, our partners and marketing community at large.Technology is enabling marketing (It use to be that non-technical folks were in marketing and the technical folks were either in IT or Dev.) Today, companies large and small are trying to figure out how to bridge the worlds of the CMO and the CIO. ) We could probably have a whole event on this topic alone. And maybe we will!. Innovation is creating both real and perceived complexity. I think we can all relate to the fact that marketers need to know about and understand tools and technologies as part of their core job function and we are frequently asked to address issues that have more to do with whether we can technically deliver something, than whether it’s the right business decision or marketing approach3. Everyone wants a seat at the table. Meaning. Agencies want to partner strategically with Clients. Clients want to partner with their customers, and marketers who are technology savvy want to be valued partners with their executive management. In short, technology is enabling a dizzying array of opportunities and challenges that make doing marketing complicated.
- #6 This complexity is no more evident than when you look at this eye chart, which is a “list” of MRM Service offerings. Yes – this slide is a bit of a commercial, but more to the point, Agency partners provide a wealth of technology solutions in service of marketing. It’s nearly impossible for any one person, or any single discipline to know everything there is to know. I often say that our two most important jobs are to be architects and general contractors.
- #8 My name is Holly Brown and I’m the Managing Director here in the Seattle office. I’m also a founding member of Populist, an IPG team from a variety of agencies that make up a social marketing think tank. I come to MRM with a 20 something year career as a technology marketer and as a purveyer of technology to do marketingI don’t want to do a commercial for MRM per se, but I do want to underscore why we’re here today and why the DIL is an important part of what we deliver and the spirit that we bring our client and partner relationships.
- #16 My name is Holly Brown and I’m the Managing Director here in the Seattle office. I’m also a founding member of Populist, an IPG team from a variety of agencies that make up a social marketing think tank. I come to MRM with a 20 something year career as a technology marketer and as a purveyer of technology to do marketingI don’t want to do a commercial for MRM per se, but I do want to underscore why we’re here today and why the DIL is an important part of what we deliver and the spirit that we bring our client and partner relationships.
- #21 My name is Holly Brown and I’m the Managing Director here in the Seattle office. I’m also a founding member of Populist, an IPG team from a variety of agencies that make up a social marketing think tank. I come to MRM with a 20 something year career as a technology marketer and as a purveyer of technology to do marketingI don’t want to do a commercial for MRM per se, but I do want to underscore why we’re here today and why the DIL is an important part of what we deliver and the spirit that we bring our client and partner relationships.