William Sears: Making Massive Manageable [BlueGlass TPA]

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William Sears

Business Technologie

William Sears Senior Manager, Search Marketing Disney Interactive Media Group | The Walt Disney Company William.Sears@Disney.com http://www.linkedin.com/in/williamksears @wksears Introduction

Making Massive Manageable Disney Family Sites compete in the long tail Cooking Crafts Parenting Pregnancy Each site 500,000+ unique keyword drivers 10,000+ unique landing pages (out of 50,000+ pages)

Manageable Subsets How can we build manageable subsets, focused on impact?

Manageable Subsets Goal Make the information we surface Digestible Understandable Actionable Audiences Search Marketing Team Editorial Product Executive

Manageable Subsets Weekly Site Reports Keyword Portfolios Update Newsletters

Manageable Subsets Weekly Site Reports Summary Metrics Top Keywords & Pages Gaining Keywords & Pages Declining Keywords & Pages Content Generation Recommendations Notes

Manageable Subsets Keyword Portfolios Current Status Impact Competitive Landscape

Scoring Portfolio Keywords Search Volume x Expected CTR rank

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William Sears: Making Massive Manageable [BlueGlass TPA]

1. Making Massive manageablePresented by William Sears September 2011 | Disney Interactive Media Group

2. William Sears Senior Manager, Search Marketing Disney Interactive Media Group | The Walt Disney Company William.Sears@Disney.com http://www.linkedin.com/in/williamksears @wksears Introduction

7. Making Massive Manageable Disney Family Sites compete in the long tail Cooking Crafts Parenting Pregnancy Each site 500,000+ unique keyword drivers 10,000+ unique landing pages (out of 50,000+ pages)

10.

11. Manageable Subsets How can we build manageable subsets, focused on impact?

12. Manageable Subsets Goal Make the information we surface Digestible Understandable Actionable Audiences Search Marketing Team Editorial Product Executive

13. Manageable Subsets Weekly Site Reports Keyword Portfolios Update Newsletters

14. Manageable Subsets Weekly Site Reports Summary Metrics Top Keywords & Pages Gaining Keywords & Pages Declining Keywords & Pages Content Generation Recommendations Notes

15.

16. Manageable Subsets Keyword Portfolios Current Status Impact Competitive Landscape

17. Scoring Portfolio Keywords Search Volume x Expected CTR rank

18.

19.

20. Manageable Subsets Update Newsletters

21.

22. Q & A

William Sears: Making Massive Manageable [BlueGlass TPA]

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