2. @billhunt
• 17 years experience in
Enterprise Search
• Co-Author – Search Engine
Marketing Inc.
• Developed Advanced Keyword
Management Suite
3rd
Edition due Summer
3. @billhunt 3
Key types of KPI’s
• #1 Reports are “KMAE Reports”
• Keyword Maximization & Effectiveness Reports
• “Keep My A** Employed Reports
• Anything that shows economic value of your
efforts
4. 4@billhunt
Paid & Organic Collaboration
• $300k in PPC savings in 40 days (funded FT
analysis)
• $250k in incremental SEO revenue in 60 days
4
7. @billhunt
Highest CPC Collaboration
• 0 Top 20 Highest CPC keywords have top 5 rankings 0 visits
• 105 people have found same problem at their company
9. @billhunt 9
Is Your Data this Funky?
• Paid Search Spend $20 million US
• Critical/Important Keywords – 1,120
• SEO Team - 98 important keywords
• Active Paid Search Keywords – 187,252
• Omniture Keywords – 397,832 (>20 visits)
• SEO Tool – 298 keywords (allowance was
10k)
• 4,887 keywords in PPC are Top 3 Organic
• No coordination between teams
10. @billhunt 10
After Coordination
• 1 to 1 alignment of Tier 1 Keywords
• Found 2,783 PPC keywords cannibalizing SEO
• Shift saved $180k in first month
• Shift went to 1,016 important words not ranking
• SEO revenue Increased 67% w/no loss from
PPC
• Weekly monitoring of Top 3/Top 3 keywords
• Weekly monitoring of new and expensive
• Co-Optimization Monitoring
16. @billhunt 16
What are the “Authority Sites?”
• Organic ranking was run against 1,700 pet food
related keywords looking for ranking in top 10
• Below are the top sites that appear for the most
keywords
No Dominating Domains
Cats.about.com: 428 (information)
Petco: 276 (retail site)
Purina.com: 170 (pet food brand)
No Dominating Domains
Cats.about.com: 428 (information)
Petco: 276 (retail site)
Purina.com: 170 (pet food brand)
23. @billhunt 23
Use Site Search Questions for
Content
• 27,211 questions identified in database
• How – 10,240
• What - 6,333
• Can (I or We) – 6,162
• Where – 2,116
• When – 1,505
60% of queries had
NO RESULTS
24. @billhunt 24
Monetizing Questions
• 600,012 site searches annually
• 15% identified as directly merchandisable
• 200 new pieces of content developed –
– Key questions added to social mining
• Average Sale $200 and 10% conversion
rate
• $4.5 Million Annual Incremental
25. @billhunt
Missed Opportunity by Buy Cycle
CatBuy Cycle
Total Inspiration Discovery Design Purchase Relationship
Brand
Market
Paid
Earned
Missed 0*
Branded
Technology
Market 334M 38M 272M 98K 1M 23M
Paid 4M 52K 4M 348 34K 1,608
Earned 200M 34M 150M 6.6K 900K 15M
Missed 130M 3.5M (9%) 118M (44%)
92K
(93%)
203K
(18%)
7.7M (34%)
Technology
Market 610M 547M 51M 826K 1.3M 10M
Paid 15M 11.5M 3.6M 11K 20K 20K
Earned 207M 196M 5.7M 79K 58K 5M
Missed 388M 339M (62%) 42M (82%)
736K
(89%)
1.3M (94%) 5M (49%)
Identified 111 “new insights” about the audience
Missing 93% of searchers aware of brand and almost ready to buy
Missing 93% of
opportunity
Missing 18% of those who
want to buy from us!
Missing 94% of those who
want to buy from anyone!
28. @billhunt 28
Think out of the Box
• How do I demonstrate economic value of
my efforts?
– Generating revenue
– Saving money
• Spend time creating KMAE reports for what
matters!
Gap of 1,012 keywords between what are critical and what are managed Only .29% of keywords in paid search are important but all of them were equal value
Gap of 1,012 keywords between what are critical and what are managed Only .29% of keywords in paid search are important but all of them were equal value
Opportunity: Total searches for the keywords in this category and buy cycle – based on Google Broad Match Local Paid Impressions: Total impressions based on all match types for these words based on June campaign levels. Earned Impressions – This is based on taking 100% of the demand if the word is ranking in the top 10 of Google. Missed Impressions – this is Opportunity minus (paid impressions + earned impressions)
