Intel Confidential — Do Not Forward

Insight, Action & Impact for Long Term SEO October 2014 Laura-Ann Mitchell Ken Shults

Background

Forbes 2014 ranking of the world’s top brands lists Intel as the #8 most valuable brand in the world

#8

Background

Fortune 50 technology company with more than 100,000 employees

Background

Offices in 63 countries

Algeria Canada Ecuador Hungary Kazakhstan Morocco Portugal South Korea Turkey

Argentina Chile Egypt India Kenya Netherlands Romania Spain Ukraine

Australia China Finland Indonesia Lebanon Nigeria Russia Sri Lanka United Arab Emirates

Austria Colombia France Ireland Lithuania Pakistan Saudi Arabia Sweden United Kingdom

Bangladesh Costa Rica Germany Israel Malaysia Peru Serbia Switzerland United States

Belgium Czech Republic Greece Italy Mexico Philippines Singapore Taiwan Venezuela

Brazil Denmark Hong Kong Japan Mongolia Poland South Africa Thailand Vietnam

Background

Hundreds of thousands of pages of content on hundreds of domains covering more than 35 Languages

Background

Natural Search to Intel websites has increased by more than 20% per year since establishing a centrally managed SEO program in 2008

Natural Search brings nearly 50% of all referrals to Intel.com

2008 2009 2010 2011 2012 2013

Source: Omniture

Natural Search!

Paid Search!

Other Web Sites!

Direct!

Social Networks!

Pop Quiz

Based on what you’ve heard so far, which of the following choices represents the size in full-time employees of Intel’s dedicated SEO staff

A) 1 B) 4

C) 12 D) 17

Source: Omniture

Pop Quiz

Based on what you’ve heard so far, which of the following choices represents the size in full-time employees of Intel’s dedicated SEO staff

A) 1 B) 4

C) 12 D) 17

Source: Omniture

 ©  2014  Intel    Corpora1on  

 ©  2014  Intel    Corpora1on  

Philosophy

While only one person at Intel has SEO in her job title

Hundreds of people have SEO in their job

SEO is not something you do. It is what happens when you do everything else right

Guiding Principles

By following these guiding principles, we are able to ensure that SEO best practices are embedded throughout the organization and workflow processes

SEO Cannot be an Afterthought Embed SEO best practices into the content workflow

Give the People What They Want Align content with the interest of searchers

Give the Engine What it Wants Optimize templates and infrastructure to be search friendly

The Gift that Keeps on Giving Scale SEO best practice through technology, templates and optimized workflow

Close the Loop Monitor what your stakeholders care, identify what works, find out why and do more of it

Entering New Markets

Search at the forefront…

Insights from Search help us understand the unknowns and answer the question –

“What content should we create to better connect with our customers’ needs and interests?"

Tablets 2 in 1s

Maker Kits

Cloud Computin

g Wearables

Big Data

Search Insights Help To…..

Ensure the customer voice is

heard by tightly aligning content with

search insights

Create a seamless content

experience through thematic hubs

inspired by search

Extend reach through scalable

distribution of content

(social, retail & display)

Drive Intel brand preference

through meaningful content engagement

There have never been more ways to engage with our customers. Google calls these touch points Zero Moments of Truth.

Customer Behavior is Changing

Channels are no longer disconnected. Individual strategies are meaningless.

Search is the one channel that ties all of the channels together.

While nearly every path is unique, Search almost always plays a role in the journey.

Customer Behavior is Changing

Insight > Action > Impact Tablets

39%!

31%!

30%!

Tablet Search

Brands

General

Features

Weekly Natural Search to Shop Since Launch

Source – Google Keyword Planner and Omniture Web Analytics

Insight Nearly 40% of all Searches related to Tablets include a brand qualifier

Action Overhaul the Intel Shop site to capture interest in brands Impact Nearly all of the increased traffic to Shop is coming from

search for brands/models for which we had no visibility before the Shop redesign

2 in 1s

Insight > Action > Impact

35%!

19%!16%!

15%!

11%!4%!

2 in 1 Search!

Convertibles!Laptop Tablet!Tablet Laptop!Hybrids!2 in 1!Detachables!

#1

Insight Consumers are unclear what these new devices are called

Action Include popular device search descriptors in key content

Impact Top ranking Natural Search position allows flexibility in Paid Search to move budget to areas where we have less dominant visibility

Source – Google Keyword Planner

Insight > Action > Impact 2 in 1s Tablets

#1

#1 Wee

k 23!

Wee

k 24!

Wee

k 25!

Wee

k 26!

Wee

k 27!

Wee

k 28!

Wee

k 29!

Wee

k 30!

Wee

k 31!

Wee

k 32!

Wee

k 33!

Wee

k 34!

Wee

k 35!

Wee

k 36!

Wee

k 37!

Wee

k 38!

Wee

k 39!

Wee

k 40!

Wee

k 41!

Wee

k 42!

Wee

k 43!

Wee

k 44!

Wee

k 45!

Wee

k 46!

Wee

k 47!

Wee

k 48!

Wee

k 49!

Wee

k 50!

Wee

k 51!

Wee

k 52!

June! July! Aug! Sep! Oct! Nov! Dec!

Natural Search to “comparison” and “vs”

content!

Insight Comparison terms rise earlier in the holiday season than brand or deal oriented terms

Action In the pre-holiday season use Social Media to promote comparison content and emphasize Display presence on authority content sites for comparisons

Impact Top ranking pages in Natural Search for these early buy cycle terms drive large amounts of traffic and engagement with little competition from Paid Search

Source – Omniture Web Analytics

2 in 1s

Insight > Action > Impact Tablets

#1

New Devices !Use Case Search!

Black Friday Cyber Monday

Insight The weekend between Black Friday and Cyber Monday presents big opportunities for certain use case queries related to newly acquired devices

Action Create content aligned with the kinds of things consumers are likely to want to do with their brand new devices

Impact Top ranking pages with useful content drive high volumes of traffic and get additional visibility through extensive Social Sharing

Source – Omniture Web Analytics

Insight > Action > Impact Big

Data Cloud Computi

ng

Q1 2012! Q2 2012! Q3 2012! Q4 2012! Q1 2013! Q2 2013! Q3 2013! Q4 2013! Q1 2014! Q2 2014!

Natural Search Big Data Cloud content

Google Trends Cloud Computing vs Big Data

Cloud

Big Data Cloud! Cloud Computing!

Insight As the Cloud Computing market matures, the interest has moved away from the head and into more refined queries for specific topic areas

Action Use Trend data to identify emerging opportunities to connect with IT decision Makers with thought leadership content

Impact High ranking pages supporting specific subtopic areas are driving traffic with high engagement rates

Source – Google Trends and Omniture Web Analytics

Insight > Action > Impact Cloud Computi

ng

Q1 2012! Q2 2012! Q3 2012! Q4 2012! Q1 2013! Q2 2013! Q3 2013! Q4 2013! Q1 2014! Q2 2014!

Natural Search aaS content

0  

2,000  

4,000  

6,000  

8,000  

10,000  

12,000  

14,000  

16,000  

18,000  

0  

100,000  

200,000  

300,000  

400,000  

500,000  

600,000  

700,000  

800,000  

900,000  

1,000,000  

Cloud  Content  Opportunity  Analysis    

Global  Monthly  Search  Demand  Paid  Search  Natural  Search  

Insight Integrating Paid and Natural Search performance data with Demand data reveals Gaps and Opportunities

Action Create content supporting areas of opportunity. Use Paid Search to fill the gap while content is building equity necessary to win in Natural Search

Impact When we fill the gap with high quality content we are achieving strong rankings and getting good traffic and engagement

Source – Google Keyword Planner and Omniture Web Analytics

Kids/Children! College! Business! Gaming!

Tablets!

Tablets!Search by Use Case!

Insight > Action > Impact

Search Trends Kids/Children!

Q1 2012! Q2 2012! Q3 2012! Q4 2012! Q1 2013! Q2 2013! Q3 2013! Q4 2013! Q1 2014! Q2 2014!

Natural Search !Tablets for Kids content!

Tablets Insight Kids/Children is by far the most popular use case for Tablets and has very strong seasonality with interest surging during the holidays

Action Create content supporting popular use cases. Align social media editorial calendars with seasonality

Impact Our new content supporting the kids/children use case for tablets is performing well and

Source – Google Keyword Planner and Omniture Web Analytics

Key Take Aways

•  SEO Cannot be an Afterthought – Content Begins with Insight from Search

•  Cast a Bigger Shadow – Insight from Search Benefits ALL Marketing Channels

•  SEO is Everyone’s Job – Integrate SEO Best Practice Throughout the Workflow

•  Leverage Technology – Enforce Best Practice Through CMS Standards

Tablets 2 in 1s

Maker Kits

Cloud Computin

g Wearables

Big Data

Intel Confidential — Do Not Forward