INFLUENCE OF ORGANIC

SEARCH ENGINE OPTIMIZATION

HOW TO WORK IN A CHANGING LANDSCAPE

Importance of focusing on Organic Traffic

Benefits of a great SEO Program

Adapting to a Changing Landscape

Setting Up Your Program

TERMS

• Organic Traffic: Visitors that come to your website through unpaid, natural (Organic) search engine results.

• SERP: Search Engine Results Page. The result of performing a query in a search engine.

• PPC & SEM: Pay Per Click & Search Engine Marketing. These terms I use interchangeable for Paid Search marketing programs.

• Mobile: When referring to Mobile we are most often referring to both phones and tablets unless otherwise stipulated.

IMPORTANCE OF AN ORGANIC FOCUS

4

5

HOW DO CONSUMERS FIND WEBSITES?

GOOGLE LOVES ORGANIC

• Paid makes $ but Organic makes Sense

• Organic Drives Paid Search

• Fine Tuning Organic is the Driving Force of Google

• Majority of users utilize Organic

85%

15%

Share of Listings by Type

Organic

Paid

7

PERCENTAGE OF TRAFFIC FROM SEARCH ENGINES

2011 20120%

5%

10%

15%

20%

25%

30%

35%

40%

Consumer Brand Manu-facturesRetail ChainsWeb-Only Re-tailers

TRAFFIC, REVENUE, RANKINGS

BENEFITS OF A QUALITY SEO PROGRAM

8

9

ORGANIC CLICK THROUGH RATES

Just Organic Listings

10

WHAT THAT TRAFFIC CAN MEAN

Current Revenue:

Position 2 = 1,500 Visitors/Day

Current Overall Organic Conversion Rate = 1%

Average Order Value = $50.00

Revenue/Day By Organic = $750/Day

Potential Revenue at #1:

Position 1 = 5,250

Current Overall Organic Conversion Rate = 1%

Average Order Value = $50.00

Revenue/Day By Organic = $2,600/Day

11

SEO BENEFITS SEM

A high Quality Score means that for a given keyword bid, an advertiser may receive a higher Avg. Position, higher Impression Share and lower Cost per Click than competitors with lower Quality Scores.

12

LONG TERM VERSUS SHORT TERM

ADAPTING TO A CHANGING LANDSCAPE

PANDA, PENGUIN, AND MORE

13

14

THE GOOGLE ALGORITHM

Google Looks for clues to better understand what you mean. Things like spelling, context, synonyms, etc…

Then Google Uses those clues to pull related content from

the Index.

Google then filters those pieces of content based on a

number of factors. Page Quality, Freshness, Domain

History, etc..

Google Displays the results in a number of different ways to

facilitate a users search. Things like the Knowledge Graph, Google Answers,

Google News, Videos, etc..

Google is also constantly updating its algorithm to

ensure the highest quality results it can.

1.

5.

4.3.

2.

15

ALGORITHM CHANGES

16

ALGORITHM CHANGES OVER TIME

• Roughly 37 changes in 2012 alone.

17

MOBILE SEO COMPLIANCETop 100 Fortune 500 Companies:

ONLY 6%

Currently comply with Google Mobile Requirements

ONLY 11%

Target smartphone users via responsive design

ONLY 56%

Served mobile formatted content to people on smartphones

While nearly half had a mobile dedicated site 0%Of those sites comply with Google’s configuration requirements

This information comes from a study recently performed by Pure Oxygen Labs. It was focused on the top 100 companies in the Fortune 500.

18

MOBILE AND SEARCH

Multi-platform consumption is today’s new reality.

1 in 3 minutes spent online is now spent beyond the PC

“The digital media landscape is already well into this transition, and smartphone and tablet usage can no longer be considered a mere rounding error in digital

consumer behavior.” -Comscore Mobile Future In Focus 2013

37%Mobile

63%Desktop

Source: comScore Media Matrix Multi-Platform (Beta), U.S., Dec-2012

WHERE TO START AND HOW TO KEEP UP

SETTING UP YOUR PROGRAM

20

INTERNAL SEO V. EXTERNAL SEO

OR

Internal:• Small Cost Investment• Large Time Investment• You know your sites limitations• Department Education is easier• Longer ROI

Agency:• Larger Cost Investment• Smaller Time Investment• Generally Highly Knowledgeable• Can be harder to break the Silo• Quicker ROI• Innovative Tools

21

THE WHOLE PROGRAM

SEO Program

Web Development

IT

Copywriters

Marketing Teams

• Title Tags• Meta Descriptions• Canonical Tags• Alt Tags

• Robots.txt• Reference to Site Map• Customized XML Sitemap• Correct Re-Directs

• Keyword Mapping• Keyword Density• Images• Header Tag Structure

A lot of SEO is Education and relaying the importance of a shared effort.

22

TRACKING THE RIGHT METRICS

Keyword Movement in the SERP

Traffic From Keywords

Traffic by Indexation

Keyword Conversion Rates

Conversion Rates by Indexation

Organic Channel RPV, AOV, CR

CLOSING

23

24

SEO IS A PROCESS

• There are no Magic Tricks • SEO Takes Time• Monitor, Monitor, Monitor• SEO can Change Any Day• Consider the Consumer

QUESTIONS?

25

26