1. ©2013 | BrightEdge Technologies
THE DIGITAL CMO
Alan Osetek| President, Resolution

2. “BY 2015, 25% OF ORGANIZATIONS WILL
HAVE A CHIEF DIGITAL OFFICER.”
- GARTNER

3. 3
ABOUT RESOLUTION AND WORKING WITH THE DIGITAL CMO

4. • Comprehensive local (site-level) strategy for SEO growth
• Focuses on Searcher Personas (understand who is searching)
• Core Elements:
• Analysis of landscape & competitors
• Review current site performance
• Develop local Searcher Personas
• Create executional plan
– HOW DOES IT HELP SEO AND THE DIGITAL CMO?
ClearTarget™ is Resolution’s proprietary consumer research methodology that
leads our audience-based approach. ClearTarget™ serves as the foundation to
all of our SEO campaigns.

5. CLEAR TARGET SEARCHER PERSONAS
• These personas are designed to help identify the mindset behind our clients’
organic search audience.
• By understanding what drives consumer search behavior, we can tailor SEO
strategies so client content is found by the appropriate people in the most
appropriate way.

6. Data Mining
Segmentation
Analysis ClearTarget
Profile Valuation
– OVERVIEW
KW + Search + Media
Audience + Affinity
Performance +
Engagement
Source Weighting
Audience Indices

7. – EXAMPLE SEARCHER PERSONA #1
“Florian”
Consumer Mindset & Search Drivers:
• Florian is a 22 year old student who
enjoys his freedom. His life has little
routine.
• He is proud of his mobile devices
and wants to keep them in good
shape. Florian is willing to invest
some time to search online for the
software that fits his needs.
Data sources: MDS Media Planning Tools, Sistrix, Nielsen, AGOF, de.statista.com, Google Keyword Tool, Brightedge

8. “FLORIAN’S” ONLINE DETAILS & BEHAVIORAL INSIGHTS
Searcher Persona Characteristics:
• Male
• 22 years old
• Berlin, Germany
• Student, applied computer science
• Renter in a shared flat
• Searches mostly on mobile devices
• Other interests: online games, social networks, cinema, meeting with friends and fellow
students
Searcher Persona Behavioral Insights:
• Is short on cash most of the time but likes to spend his money on gadgets and technology
• Is proud of his mobile devices and because of that he is keen on there safety
• Uses the internet most of the time for his studies and entertainment
• He enjoys social networks like Facebook and Twitter as well as RSS Feeds to keep himself
updated
• Is influenced by fellow students
Sources: MDS Media Planning Tools, Sistrix, Nielsen, AGOF, de.statista.com, Google Keyword Tool
Germany Distribution

9. TARGET KEYWORDS BASED ON “FLORIAN’S” BEHAVIOR

10. CONTENT STRATEGY FOR REACHING “FLORIAN”
SEO Action Plan:
Site Optimization
• Emphasize the technical
benefits of Client X
products over free options
to convert Florian from a
trial to a customer.
Content Development
• Florian is aware of the
issue. A comparison page
of competitor products
should be created to
convince him that Client X
is the best solution for his
desktop and mobile
devices.
Mobile Targeting
• Florian uses his phone a lot
to explore the internet, so
he is familiar with apps
and mobile websites.
Make sure the mobile site
is working or create an
app which allows a quick
access.
Link Development
• Florian reads a lot of
reviews and follows
discussions in forums and
blogs. By helping out users
searching for solutions to
their problems and
creating new interesting
blog posts it is possible to
create new links.
Social Media
• Florian is active on Twitter,
interacts with friends on
Facebook and subscribed
to several tech blogs and
magazines via RSS to
catch the latest trends in
technology. Offer an RSS
feed for Client X’s blog
and monitor any Social
Media activities.
• Mobile security related search queries are
dominated by services promising to locate any
mobile phone for free
• Client X is already very present in “Florian’s”
search results when it comes to password and
internet security related queries
• None of the competitors shows up prominently in
Florian’s search result
4%
3%
3%
3%
3%
3%
2%
2%
2%
2%
2%
2%
69%
www.chip.de
www.t-online.de
www.softonic.de
www.test.de
www.handykostenlosorten.de
www.netzwelt.de
www.gutefrage.net
www.pcwelt.de
www.computerbild.de
www.handynummerorten.eu
mobilspionage.de
handyorten.kulando.de
Others
Data sources: Brightedge, MDS Media Planning Tools, Sistrix, Nielsen, AGOF, de.statista.com, Google Keyword
Tool

11. • 19% YOY Traffic Lift from Organic Search
• Unique Microsites with 200+ pieces of content
produced monthly to targeted personas
• SEO is integrated into all marketing aspects of the
website
– RESULTS

12. Thank You!
QUESTIONS?
Alan Osetek
AOsetek@resolutionmedia.com
12