seo_and_big_search-david_roth.ppt

559 views

Published on

Published in: Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
559
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
5
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

seo_and_big_search-david_roth.ppt

  1. 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. 2. What You’ll Hear <ul><li>Search Marketing at Yahoo! </li></ul><ul><li>Quantifying Opportunity </li></ul><ul><li>Execution: SEM vs. SEO </li></ul><ul><li>Measuring Success </li></ul>
  3. 3. Yahoo does Search Marketing? <ul><li>Search is the best way to acquire customers, even if you’re among the biggest sites on the web </li></ul><ul><li>Yahoo! runs Search Marketing campaigns across the organization that include paid search, SEO, and Affiliate Marketing </li></ul>
  4. 4. Specifically SEO <ul><li>What we get </li></ul><ul><ul><li>Search Product Managers </li></ul></ul><ul><ul><li>SERPs are part of our website </li></ul></ul><ul><li>What we don’t get </li></ul><ul><ul><li>Special Treatment </li></ul></ul><ul><ul><li>Algo details </li></ul></ul><ul><ul><li>CTR by position </li></ul></ul>
  5. 5. Search Marketing Across Yahoo! <ul><li>Yahoo! is engaged in Search Marketing for a large number of properties, such as: </li></ul><ul><ul><li>Personals </li></ul></ul><ul><ul><li>Small Business </li></ul></ul><ul><ul><ul><li>Web Hosting </li></ul></ul></ul><ul><ul><ul><li>Domains </li></ul></ul></ul><ul><ul><ul><li>Retail Services </li></ul></ul></ul><ul><ul><li>Shopping </li></ul></ul><ul><ul><li>Travel </li></ul></ul><ul><ul><li>Autos </li></ul></ul><ul><ul><li>Music </li></ul></ul><ul><ul><li>Yahoo! Search Marketing </li></ul></ul><ul><ul><li>News </li></ul></ul><ul><ul><li>Finance </li></ul></ul><ul><ul><li>Answers </li></ul></ul><ul><ul><li>Local </li></ul></ul><ul><ul><li>Messenger </li></ul></ul>
  6. 6. Different Business Models, Different Businesses <ul><li>Subscription </li></ul><ul><ul><li>Personals </li></ul></ul><ul><ul><li>Web Hosting </li></ul></ul><ul><li>Conversion </li></ul><ul><ul><li>Messenger </li></ul></ul><ul><li>Transactional </li></ul><ul><ul><li>YSM </li></ul></ul><ul><ul><li>Domains </li></ul></ul><ul><li>Lead Generation </li></ul><ul><ul><li>Autos </li></ul></ul><ul><ul><li>Shopping </li></ul></ul><ul><ul><li>Travel </li></ul></ul><ul><li>CPM Revenue </li></ul><ul><ul><li>Media </li></ul></ul>
  7. 7. Many Models, One Method <ul><li>LTV optimization: </li></ul><ul><li>What is the lifetime value of a conversion? </li></ul><ul><ul><li>Subscription </li></ul></ul><ul><ul><li>Referral </li></ul></ul><ul><ul><li>CPM/CPC Revenue </li></ul></ul><ul><li>What is the net present value (NPV) of that lifetime revenue stream? </li></ul><ul><li>What is the acceptable profit margin on NPV? </li></ul><ul><li>It works for SEO, too! </li></ul><ul><ul><li>Assumptions about SEO traffic </li></ul></ul>
  8. 8. Quantifying Opportunity
  9. 9. SEO Opportunity Reports – one way to do it <ul><li>Constructing an Opportunity report: </li></ul><ul><ul><li>Establish predictive models for SEO traffic </li></ul></ul><ul><ul><li>Build virtual SEO ‘clickspace’ for Yahoo! properties </li></ul></ul><ul><ul><li>Compare ‘virtual’ performance against SEO competitors </li></ul></ul><ul><ul><li>Identify gaps </li></ul></ul><ul><ul><li>Attach value </li></ul></ul><ul><ul><li>Rinse and Repeat </li></ul></ul>
  10. 10. Opportunity Reports (Example)
  11. 11. Show Me The Money (example)
  12. 12. Capturing the Opportunity
  13. 13. SEO and the Product Development Process <ul><li>Phase 1: Concept </li></ul><ul><li>Competitor research </li></ul><ul><li>Strategies for attracting traffic and links </li></ul><ul><li>Partner & affiliate SEO possibilities </li></ul><ul><li>Phase 2: Wireframes </li></ul><ul><li>Site architecture considerations </li></ul><ul><li>URL structure planning </li></ul><ul><li>Internal linking structure planning </li></ul><ul><li>SEMantic setup and benchmarking </li></ul><ul><li>Phase 3: Design </li></ul><ul><li>Wording & use of keywords </li></ul><ul><li>AJAX, Flash, CSS & iFrame considerations </li></ul><ul><li>Content distribution & layout </li></ul><ul><li>Phase 4: Development </li></ul><ul><li>Clean URL implementations (ULT, no follows, etc) </li></ul><ul><li>On page SEO (tag optimization) </li></ul><ul><li>Robots.txt </li></ul><ul><li>Indexing & feed creation </li></ul><ul><li>Phase 5: Launch </li></ul><ul><li>Datamart report setup </li></ul><ul><li>Feed & URL submission </li></ul><ul><li>Press release optimization </li></ul><ul><li>Phase 6: Post Launch </li></ul><ul><li>Reporting & analytics </li></ul><ul><li>Optimization testing and tweaks </li></ul>Product Development Process SEO team is part of each stage in the product development cycle
  14. 14. Paid Search Execution <ul><li>In-house vs. Outsource </li></ul><ul><li>Build vs. Buy </li></ul><ul><li>Leverage LTV Model </li></ul><ul><li>Measure everything </li></ul><ul><li>Set budgets, reforecast </li></ul><ul><li>Standardize </li></ul>
  15. 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. 16. Monthly Forecast Template (mockup)
  17. 17. Measuring Success
  18. 18. Marketing Scorecard (Mockup)
  19. 19. SEO Dashboard – Property Level (Mockup)
  20. 20. Summary <ul><li>If you don’t know, guess </li></ul><ul><li>Test your assumptions </li></ul><ul><li>SEM is direct marketing </li></ul><ul><li>SEO is religion </li></ul><ul><li>SEM can support any business model </li></ul><ul><li>Go to www.IndustrialStrengthSEM.com </li></ul>
  21. 21. Thank You David Roth Director, Search Marketing www.IndustrialStrengthSEM.com

×