Enterprise Search IBM Case Study by Bill Hunt

SEMPO Title Slide S EARCH E NGINE M ARKETING P ROFESSIONAL O RGANIZATION CASE STUDY Bill Hunt Board of Directors, Search Engine Marketing Professionals Organization (SEMPO)

IBM: Large Corporate Web Site ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],Success with Search for IBM is defined by:

100% Visibility on page 1 Deploying each programs road map around the world as locally relevant. Superior web experience Serving the right page, with the right content and offers, and online assistance in every market. Aligned back-end systems Integrated into the 360 campaigns for ongoing nurturing/live assist, etc. Three steps are required to achieve success 1 2 3 Organic Paid 1 2 3 4 OTM N/R Follow-up Email R Newsletter

Current State Diagnostics Percent of Target Visitors Search Visibility Ranking Monthly Searches 180,807 Unique Visitors 128 % Visits 0.07%

Site Wide Algorithm Compliance Audit ,[object Object],[object Object],[object Object],Diagnostic Area Next Steps Site Spiderability Detect any barriers to spiders Review page inclusion and frequency of updates Link Popularity Quantity & Quality of links to the site Algorithm Compliance Template layout Keyword Prominence Unfriendly design attributes Preferred Landing Page Development

Making Templates SE Friendly ,[object Object],[object Object],[object Object],[object Object],Before Optimization: Ranked #175 of 1.4 million pages in Google

Making Templates SE Friendly ,[object Object],[object Object],[object Object],[object Object],After Optimization: Ranked #1 or #2 in all Google and Yahoo countries 85% of all traffic to page is from search engines “ Depth of Interaction” increased 500%

[object Object],[object Object],Category Page Performance ,[object Object],[object Object],[object Object]

Search Optimization Scorecard ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],60% of the time invisible 13% of the wrong page appears 17% of the time we get it right

IBM Results ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Keyword Ranking Traffic from Search Conversions Pages Indexed

Leverage Paid + Organic Data ,[object Object],[object Object],[object Object]

Case Study ,[object Object],[object Object],[object Object],[object Object],Combined PPC & Organic Data

What happened when? ,[object Object],[object Object],[object Object],[object Object],[object Object],Combined PPC & eMail Marketing

What happened when? ,[object Object],[object Object],[object Object],[object Object],Intent Modeling & Landing Pages

Pharmaceutical Site ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Deployment of Optimized Words CPC reductions from eradication of expensive, low production keywords CTR improvements from focus on high converting words/ engines Immediate increase in click rate and cost reduction!

Almost Immediate Decrease in Cost while gaining more qualified visitors Once high rankings appeared we Attracted more targeted people at Lower cost per visit

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Overall Results

Enterprise Search IBM Case Study by Bill Hunt

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Enterprise Search IBM Case Study by Bill Hunt