David Roth, the Director of Search Marketing at Yahoo, gave a presentation about search marketing across different business units at Yahoo. He discussed how Yahoo uses search marketing techniques like paid search, SEO, and affiliate marketing to acquire customers across many of its properties. He also provided examples of how Yahoo measures the success and opportunity for search marketing efforts using metrics like lifetime customer value.

1. Search Marketing Across Business Units Travel Shopping HotJobs Autos Music Personals Web Hosting YSM Sports David Roth Director, Search Marketing Yahoo!, Inc. PubCon Search Marketing 2008

2. What You’ll Hear Search Marketing at Yahoo! Quantifying Opportunity Execution: SEM vs. SEO Measuring Success

3. Yahoo does Search Marketing? Search is the best way to acquire customers, even if you’re among the biggest sites on the web Yahoo! runs Search Marketing campaigns across the organization that include paid search, SEO, and Affiliate Marketing

4. Specifically SEO What we get Search Product Managers SERPs are part of our website What we don’t get Special Treatment Algo details CTR by position

5. Search Marketing Across Yahoo! Yahoo! is engaged in Search Marketing for a large number of properties, such as: Personals Small Business Web Hosting Domains Retail Services Shopping Travel Autos Music Yahoo! Search Marketing News Finance Answers Local Messenger

6. Different Business Models, Different Businesses Subscription Personals Web Hosting Conversion Messenger Transactional YSM Domains Lead Generation Autos Shopping Travel CPM Revenue Media

7. Many Models, One Method LTV optimization: What is the lifetime value of a conversion? Subscription Referral CPM/CPC Revenue What is the net present value (NPV) of that lifetime revenue stream? What is the acceptable profit margin on NPV? It works for SEO, too! Assumptions about SEO traffic

8. Quantifying Opportunity

9. SEO Opportunity Reports – one way to do it Constructing an Opportunity report: Establish predictive models for SEO traffic Build virtual SEO ‘clickspace’ for Yahoo! properties Compare ‘virtual’ performance against SEO competitors Identify gaps Attach value Rinse and Repeat

10. Opportunity Reports (Example)

11. Show Me The Money (example)

12. Capturing the Opportunity

13. SEO and the Product Development Process Phase 1: Concept Competitor research Strategies for attracting traffic and links Partner & affiliate SEO possibilities Phase 2: Wireframes Site architecture considerations URL structure planning Internal linking structure planning SEMantic setup and benchmarking Phase 3: Design Wording & use of keywords AJAX, Flash, CSS & iFrame considerations Content distribution & layout Phase 4: Development Clean URL implementations (ULT, no follows, etc) On page SEO (tag optimization) Robots.txt Indexing & feed creation Phase 5: Launch Datamart report setup Feed & URL submission Press release optimization Phase 6: Post Launch Reporting & analytics Optimization testing and tweaks Product Development Process SEO team is part of each stage in the product development cycle

14. Paid Search Execution In-house vs. Outsource Build vs. Buy Leverage LTV Model Measure everything Set budgets, reforecast Standardize

15. Monthly Forecast Work Flow Yes BU Ops Fin updates Essbase with approved budget BU Mktg prepares quarterly forecast (with SR where applicable) SEM & Mktg Ops Fin review and approve forecast 7 days before Forecast Deadline Mktg Ops Fin obtains BU Finance/Corporate approvals (RAPID) BU shares forecast with SEM 10 days before Forecast Deadline Yes No No BU Mktg/SEM come to agreement Mktg Ops Fin verifies system update SEM communicates new budget to search agency (where applicable) SEM Marketing Submission Template.xls 1.SEM Marketing Submission Template.xls 2. Mktg Ops Fin Forecast Summary

16. Monthly Forecast Template (mockup)

17. Measuring Success

18. Marketing Scorecard (Mockup)

19. SEO Dashboard – Property Level (Mockup)

20. Summary If you don’t know, guess Test your assumptions SEM is direct marketing SEO is religion SEM can support any business model Go to www.IndustrialStrengthSEM.com

21. Thank You David Roth Director, Search Marketing www.IndustrialStrengthSEM.com