8. Think about your Non-Traditional Competition
Blogs, News
Content Sites rank well
Social Media
because their content is
structured to encourage
deep links.
Category Article
Page Page
Searchers
Pollution Sites eliminate the need for
Product deep links by making entire domain
or home pages around single keywords.
Services This siphons users from their desired
destination and arbitrages the traffic.
Affiliate & Adsense Sites
7
9. Natural Search is Most Under Spent Channel in Web Marketing
11.8 billion monthly searches
across major engines
(growing by 25% per year)
Natural Traffic
Paid
92% of all 92% 8% Only 8% of all
search engine clicks search engine clicks
Spend
11% 11%
11% 89% 89%
of search spend of search spend
CMOs are excited by the potential of SEO but extremely frustrated
by the lack of accountability and ability to measure ROI
Sources: Forrester, ComScore
Seth Besmertnik, CEO - Twitter: @Besmertnik seth@conductor.com
10. The Evolution of SEO SEO is Getting More Complicated
1998 2000 2002 2004 2006 2008 2010
www.conductor.com
11. Cornerstones of Driving Traffic via Natural Search
Site
Content
Architecture
Performance External
Metrics Link Profile
10
12. Content Content
Site
Architecture
Start with Keyword Research
Performance
Link Profile
Metrics
11
CONFIDENTIAL
13. Your Success Hinges on Keywords
•What Would
Users Search For
to Find Your
Content?
– Monitor your individual site search
engines. These logs provide instant
visibility into the minds of your
users.
– Use a thesaurus to brainstorm
additional keywords.
– Pay attention to customer-authored
blog comments. Work to
understand their vernacular.
12
16. Where to find Keywords
•Your Site Search
•Paid Search Data
•Categorization of Content is Key
– Build your categorization scheme like an outline. Deeper levels of the
outline will inherent relevance criteria from higher levels. Create new
content when keywords split
17. Keyword Selection
Converts Relatively Striking
well in high traffic distance of
paid volume first page
.
18. Site Architecture Content
Site
Architecture
Performance
Link Profile
Metrics
17
CONFIDENTIAL
19. An Example of Good, Consistent SEO
Title
Clean URL
H1 (Header)
Keyword in Copy
Meta Keywords:
<meta name="keywords"
content="Reed Business
Information,Broadcasting,Broad
casting & Cable,Computer
Relevant Links to Weekly,EDN
(magazine),Electronic
Related Information News,Farmers Weekly,Flight
International,Industrial
Distribution,Kellysearch,Kemps
Film and TV Production Services
Handbook" />
Each tag tells the same story.
18
20. Good Onsite Architecture Tips
•Content at the Top of your page
– First paragraph contains the keywords that will get picked up
•Meta Descriptions
– Will not help your rankings – but may help with your snippet optimization
to improve click-through rates
•Image-Only Based Sites and Flash
– Trouble for the Spiders
21. Organized Site Architecture
Home
•Optimize About Us
Internal Links AG Tire History Testimonials
Privileged
Partners
AG Facilities
Michelin AG
History
– Every page of your site should Products
be accessible from within three
clicks from the homepage. Testimonials Advantages Warranties
View By
Machine Type
And Usage
– Do so without excessive Standard
linking. Guide the user down a
Michelin Vs.
Bias Vs. Radial Against Large
Competitors
Volume
path. Tire Selector
– Fewer ‘hops’ between the
homepage and each other
How To Best
Use Your
Tires
page helps the flow of internal
link popularity.
Control Power Reduce Soil Mounting & Ballast Pressure
Hop Compaction Storage Management Calculator
Dealer
Locator
News And
Info
Press Release
Press Releases Events/ Shows
Archive
Contact Us
20
22. Link Profile Content
Site
Architecture
Performance
Link Profile
Metrics
21
CONFIDENTIAL
23. What does a Search Engine Look for?
Home
Relevant Page Relevant
3rd Party 3rd Party
Pages Pages
CRITICAL MASS
OF EXTERNAL LINKS
Category Category Category
Page Page Page
Search Engines
Expect to See:
Relevant 3rd Party Pages
1. Good on-site optimization
2. Critical mass of domain links
3. Deep links to landing pages
4. Relevant, refreshed content
Relevant
3rd Party
Pages
24. Improving your back link profile
• Teach your PR Team about Links
• Embed Links in Your Contracts
• Give Testimonials
• Examine Competitor Backlinks
• Link Internally –
Don’t compete with yourself
• Learn to 301
23
25. Performance Metrics Content
Site
Architecture
Performance
Link Profile
Metrics
24
CONFIDENTIAL
26. Measuring SEO Success / Performance Metrics
Measure
Define the Set Your
Like a
Opportunity Game Plan
Madman
Campai
Keywor gn
d Booking Level
Metrics Traffic s ROI
Ranking Attributi Overall
s on ROI
25
27. What is SEO Worth to Your Organization?
Total Realized Opportunity
28.5k Visitors
Total Unrealized Opportunity
173k Visitors
26
30. Stepping Stone SEO Metrics
Create a timeline on maturing your metrics
Q1 Q2 Q3 Q4 Q1 Q2
MILESTONES GOALS
Average
Keyword Page Overall
Metrics Scoring Rankings Conversions ROI
Recos # of Traffic Attribution Campaign
Made Indexed, Level ROI
backlinks
Etc…
PRE-TRAFFIC POST TRAFFIC
32. SEO Maturity Cycle
Compete
Scale
Measure Share of search
calculations
Invest Opportunity
Try Move from SEO discovery Monitoring & alerts of
important SEO changes
Internal / metrics to
business Specialist
Education & agency External validation
metrics resources & auditing
evangelism investment
Regular and Real SEO Lost opportunity
Small/shared Tactical focus cost identification
systemic ROI prioritization
resources
No auditing reporting
Attribution
No formal modeling
No scale Shift from
mgmt around SEO
tactical to
process
No ROI strategic
31
35. Seth Dotterer
Senior Director, Marketing
230 Park Avenue South, 12th Floor | New York, NY 10003
P 212.542.5147 | F 212.213.6275
sdotterer@conductor.com | www.conductor.com
