2. Is Servio?
We solve the biggest content
marketing problems on the web…
CONTENT
CREATION
High Quality High Scale
DATA
ENHANCEMENT
…using the most advanced
crowdsourcing platform on the planet
3. History
Servio Global Operations Center
San Francisco, California
• Started in 2009 in San Francisco
• Founders instrumental in the growth of Microsoft, Napster,
Netscape, Inktomi, Weblogic/BEA, Jive and Cloudmark
• More than 200,000 in workforce
4.
5. How Servio Works:
The best of Human Labor and Industrial Productivity
Complex Internal Sophisticated
Workflow + Quality = Output
Technology Control
6. Quality is paramount
Multiple layers of quality control
Worker credibility is dynamic and adjusted after each task
Patent-pending peer review engine
Worker
credibility
Good
Origin Worker Output to
work credential ? client
Not
Peer review good
7. Case study Overview
Product Descriptions:
Create 50,000+ Engaging Product Descriptions that Map
to Target’s Brand Voice
Challenges:
• High Quality Bar
• Limited Product Information
• Tight Deadline
• Enterprise Scale
• SEO Ready
8. Process
50,000
Products
SCALE: QUALITY:
Break project into tasks Writing and Editing limited to U.S. Based workers
Distribute to Workforce of 155,000 Only Credentialed Marketing Writers
to Research and Optimize
9. Actual Product Examples
“Bring new life to your outdoor “Enjoy casual meals with friends or “Complete your Winnie the Pooh
chaise with this reversible cushion family on these nautical-themed nursery or child’s room with theme
with this adorable hamper.
from Outdoor Patio. With a brown TV trays. These trays come in a set
Featuring Winnie and Piglet, this
and red floral pattern on one side of four, so the whole family can eat
hamper is part of the Hunny
and stripes on the other, this together. You can fold the trays
collection. This lightweight
weather-resistant cushion can be and place them in the included hamper can be used for toys,
flipped to match your mood.” stand for storage.” linens, and more.”
10. Results
Challenge Pre-Servio Post-Servio
Quality Variable. Relied Largely on Engaging Copy in Target’s
Manufacturer’s Descriptions Brand Voice
Ability to Scale Limited by Existing In-House 50,000 Product Descriptions
Teams Created--Scales to Meet
Demand
Management Management of In-House Single Point of Contact
Teams Incurs Significant Reduces Management Costs,
Costs, and Impacts Quality Increases Quality and
and Consistency Consistency, and Frees Up
Target Resources
Turnaround Time Project Would Have Taken Six Project Completed in Just
Man-Years 4 Months
11. Case Studies
Case Study 1: Categorize
Data Verification and Corrections
Case Study 2: Acquire
Locate difficult ID information
• MPIN: Marketing Partner Identification No.
• EAN: European Article Number
• UPC: Universal Product Code
• MPN: Manufacturer Part Number
12. Case Studies…cont’d…
Case Study 3: Verify
Frontline protection against bad profiles,
24-7 coverage
• Is the applicant wearing glasses?
• Does the written submission make sense?
Case Study 4: Non English Attributes
Simultaneous production in French, German,
and UK English, using native writers
13. Case Studies…cont’d…
Case Study 5: Keyword Research & Interlinking
Long-tail research, at scale, to add value to
Leading
products and categories
Drugstore
Chain Perfectly integrated, high-quality links
• Minimum Search Volume = 100 • Must not be used more than
• Global, Exact, English once on site
• Must fit with product
Case Study 6: SEO Metadata
Handcrafted Title Tags
14. Next Steps Discussion
Contact Information
“One of the 100 Most Brilliant “Fiendishly Clever” “Businesses (are) getting work done “The Power of Many.”
Companies in the U.S.” at a fraction of the normal cost.” --NBC TV
18. Product Page Services
We enhance the content of your
product pages
This increases your customer
satisfaction, conversion rates, and
organic search traffic.
19. How It Works
• We craft new content for your product page:
– Product Description
– Title Tag
– Metadata (Search Results)
– Pictures & Captions (extra fee)
– Custom URL
– Secondary Keyword
21. Category Microsites
We turn your existing category
pages into microsites
This increases your search rank
and drives additional high-quality
traffic
22. Before and After
Your Category Page Category Microsite
Pages 1 5
Text Copy Little to None 2000 words
Keyword Little to None Category keyword
Optimization plus 5 secondary
keywords
Customer Little Value Useful, Expert
Perception Information
23. How it Works
Step 1 – Research
– We carry out keyword research and measure your current
traffic.
Step 2 – Initial Construction
– We build out your category page into a 5 page microsite,
using state-of-the-art SEO optimization
Step 3 – Ongoing Enhancement
– On a monthly basis, we provide new content, monitor for
flaws like dead links, and add embedded links
– On an annual basis, we rewrite your category page
content for maximum accuracy and freshness
28. Optimizing Every Element by Hand
Custom URL
Custom Title Tag
Custom Category
Copy
Hand-selected
Products
29. How it Works
Step 1 –Initial Construction
– We handcraft landing page content and create
multiple versions of ad copy
Step 2 – Ongoing Optimization
– On a quarterly basis, we provide additional
versions of landing pages and ad copy
30. Premium Service
• Upgrades your landing page to a Landing Microsite, with 4
additional pages of unique, relevant content
– Buyer’s Guides
– Learning Centers
– How-to Articles
– Fun Facts
• Adds Secondary Keyword Research
– Each page optimizes for a different keyword
• Adds Quarterly Microsite Expansion
– Each quarter, we’ll deliver an additional 250 words of relevant
fresh material
• Increases ad copy variations to 4 per quarter
• Increases embedded interlinks from 1 to 3 per page
31. Next Steps Discussion
Contact Information
“One of the 100 Most Brilliant “Fiendishly Clever” “Businesses (are) getting work done “The Power of Many.”
Companies in the U.S.” at a fraction of the normal cost.” --NBC TV
