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William Sears: Making Massive Manageable [BlueGlass TPA]

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William Sears: Making Massive Manageable [BlueGlass TPA]

  1. 1. Making Massive manageablePresented by William Sears<br />September 2011 | Disney Interactive Media Group<br />
  2. 2. William Sears<br />Senior Manager, Search Marketing<br />Disney Interactive Media Group | The Walt Disney Company<br />William.Sears@Disney.com<br />http://www.linkedin.com/in/williamksears<br />@wksears<br />Introduction<br />
  3. 3. Family.com<br />
  4. 4. FamilyFun.com<br />
  5. 5. Kaboose.com<br />
  6. 6. BabyZone.com<br />
  7. 7. Making Massive Manageable<br />Disney Family Sites compete in the long tail<br />Cooking<br />Crafts<br />Parenting<br />Pregnancy<br />Each site<br />500,000+ unique keyword drivers<br />10,000+ unique landing pages (out of 50,000+ pages)<br />
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  11. 11. Manageable Subsets<br />How can we build manageable subsets, focused on impact?<br />
  12. 12. Manageable Subsets<br />Goal<br />Make the information we surface<br />Digestible<br />Understandable<br />Actionable<br />Audiences<br />Search Marketing Team<br />Editorial<br />Product<br />Executive<br />
  13. 13. Manageable Subsets<br />Weekly Site Reports<br />Keyword Portfolios<br />Update Newsletters<br />
  14. 14. Manageable Subsets<br />Weekly Site Reports<br />Summary Metrics<br />Top Keywords & Pages<br />Gaining Keywords & Pages<br />Declining Keywords & Pages<br />Content Generation Recommendations<br />Notes<br />
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  16. 16. Manageable Subsets<br />Keyword Portfolios<br />Current Status<br />Impact<br />Competitive Landscape<br />
  17. 17. Scoring Portfolio Keywords<br />Search Volume x Expected CTR rank<br />
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  20. 20. Manageable Subsets<br />Update Newsletters<br />
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  22. 22. Q & A<br />

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