Social media provides recognizable brands with the means to connect with consumers outside of traditional advertising. However, the reach of these social media initiatives creates additional risk for businesses online.

1. Protecting Your Brand
Brian McDowell
Director of Search Intelligence
Conductor, Inc

2. THE CONDUCTOR TEAM
2
WHO WE ARE
•Founded in 2006
•Offices in New York and San Francisco
SEO LEADERSHIP
•150+ pieces of SEO thought leadership in 2012
•C3
, the largest user conference in enterprise SEO
•Dedicated to raising the profile of search marketers
CONDUCTOR SEARCHLIGHT
•Supporting SEO success for over 5,000 leading brands
•$4.5B in SEO revenue under management
•6TB of SEO data collected weekly
@Conductor

3. DOMAIN CLUSTERING (Pre)
Keyword: Bed Bath and Beyond Wedding Registry
GMSV: 9,900
@Conductor

4. DOMAIN CLUSTERING (Post)
Keyword: Bed Bath and Beyond Wedding Registry
GMSV: 9,900
@Conductor

5. DOMAIN CLUSTERING
@Conductor

6. Building a Competitive Database
Keywords SelectionKeywords Selection
SERP extractionSERP extraction
Saturation and Avg. Position CalculationSaturation and Avg. Position Calculation
Competitor Categorization and TrendingCompetitor Categorization and Trending
New Competitor AlertingNew Competitor Alerting
1
2
3
4
5
@Conductor

7. Top 50%Top 50%
by Avg. Rankby Avg. Rank
Top 50%Top 50%
by Saturationby Saturation
Saturation and Average Ranks
800 keywords x 100
positions
800,000800,000
Site/Keyword/PositioSite/Keyword/Positio
n Data pointsn Data points
Can subdivide by Category for Ecommerce
Sites / high variability on competitor domains
Domain
% Saturation Average Rank
Competitor.com
Competitor.net
Competitor.org
68.35
59.73
58.47
3.2
6.7
2.4
@Conductor

8. @Conductor

9. How do they do it?
@Conductor

10. @Conductor

11. @Conductor

12. @Conductor

13. @Conductor

14. @Conductor

15. @Conductor

16. Look at Competitor Visability
@Conductor

17. Audit HTML – Crawl vs List
@Conductor

18. THANK YOU
We are hiring!
http://www.conductor.com/about/careers
BRIAN MCDOWELL
Director of Search Intelligence
Conductor, Inc

19. Appendix
www.youtube.com/yt/creators/playbook.html
• “Likes and Favorites increase your video’s ranking in search”
• “Having a lot of responses to your content helps improve your search ranking”
• “Publishing content regularly will improve your ranking in the algorithm”
• “More content will lead to more viewership and better ranking in the algorithm”
• “Metadata is critical to building views from search and related videos as it greatly affects the algorithm”
• Write good compelling titles – Keywords first and brand at the end
• Write good tags – mix of common and specific, ordering, variations, use quotes for phrases. Use 12+ and
fully utilize the 120 character limit
• Mirror the title of the video to the tags using the same order
• “The algorithm favors comprehensive descriptions”
• Comprehensive descriptions should have the most compelling information first (above the fold). Include
links, keywords and helpful information (transcribe)
• In description – link to your channel page, subscription link, social media links and links to other relevant
videos
• “YouTube’s search algorithm favors videos that drive traffic to other videos, playlists, channels, or
subscriptions via linked annotations”
• Having your videos listed in playlists improves your contents ranking in the algorithm