©2013 | BrightEdge Technologies

THE DIGITAL CMO Alan Osetek| President, Resolution

“BY 2015, 25% OF ORGANIZATIONS WILL HAVE A CHIEF DIGITAL OFFICER.”

- GARTNER

3

ABOUT RESOLUTION AND WORKING WITH THE DIGITAL CMO

•  Comprehensive local (site-level) strategy for SEO growth •  Focuses on Searcher Personas (understand who is searching) •  Core Elements:

• Analysis of landscape & competitors • Review current site performance • Develop local Searcher Personas • Create executional plan

– HOW DOES IT HELP SEO AND THE DIGITAL CMO?

ClearTarget™ is Resolution’s proprietary consumer research methodology that leads our audience-based approach.  ClearTarget™ serves as the foundation to all of our SEO campaigns.

CLEAR TARGET SEARCHER PERSONAS

•  These personas are designed to help identify the mindset behind our clients’ organic search audience.

•  By understanding what drives consumer search behavior, we can tailor SEO strategies so client content is found by the appropriate people in the most appropriate way.

Data Mining Segmentation Analysis ClearTarget

Profile Valuation

– OVERVIEW

KW + Search + Media Audience + Affinity

Performance + Engagement

Source Weighting Audience Indices

– EXAMPLE SEARCHER PERSONA #1

“Florian” Consumer Mindset & Search Drivers:

•  Florian is a 22 year old student who enjoys his freedom. His life has little routine.

•  He is proud of his mobile devices and wants to keep them in good shape. Florian is willing to invest some time to search online for the software that fits his needs.

Data sources: MDS Media Planning Tools, Sistrix, Nielsen, AGOF, de.statista.com, Google Keyword Tool, Brightedge

“FLORIAN’S” ONLINE DETAILS & BEHAVIORAL INSIGHTS

Searcher Persona Characteristics:

•  Male

•  22 years old

•  Berlin, Germany

•  Student, applied computer science

•  Renter in a shared flat

•  Searches mostly on mobile devices

•  Other interests: online games, social networks, cinema, meeting with friends and fellow students

Searcher Persona Behavioral Insights: •  Is short on cash most of the time but likes to spend his money on gadgets and technology

•  Is proud of his mobile devices and because of that he is keen on there safety

•  Uses the internet most of the time for his studies and entertainment

•  He enjoys social networks like Facebook and Twitter as well as RSS Feeds to keep himself updated

•  Is influenced by fellow students

Sources: MDS Media Planning Tools, Sistrix, Nielsen, AGOF, de.statista.com, Google Keyword Tool

Germany Distribution

TARGET KEYWORDS BASED ON “FLORIAN’S” BEHAVIOR

CONTENT STRATEGY FOR REACHING “FLORIAN”

SEO Action Plan: Site Optimization

•  Emphasize the technical benefits of Client X products over free options to convert Florian from a trial to a customer.

Content Development

• Florian is aware of the issue. A comparison page of competitor products should be created to convince him that Client X is the best solution for his desktop and mobile devices.

Mobile Targeting

• Florian uses his phone a lot to explore the internet, so he is familiar with apps and mobile websites. Make sure the mobile site is working or create an app which allows a quick access.

Link Development

• Florian reads a lot of reviews and follows discussions in forums and blogs. By helping out users searching for solutions to their problems and creating new interesting blog posts it is possible to create new links.

Social Media

• Florian is active on Twitter, interacts with friends on Facebook and subscribed to several tech blogs and magazines via RSS to catch the latest trends in technology. Offer an RSS feed for Client X’s blog and monitor any Social Media activities.

•  Mobile security related search queries are dominated by services promising to locate any mobile phone for free

•  Client X is already very present in “Florian’s” search results when it comes to password and internet security related queries

•  None of the competitors shows up prominently in

Florian’s search result 4%

3%

3%

3%

3%

3% 2% 2%

2% 2%

2% 2%

69%

www.chip.de

www.t-online.de

www.softonic.de

www.test.de

www.handykostenlosorten.de

www.netzwelt.de

www.gutefrage.net

www.pcwelt.de

www.computerbild.de

www.handynummerorten.eu

mobilspionage.de

handyorten.kulando.de

Others

Data sources: Brightedge, MDS Media Planning Tools, Sistrix, Nielsen, AGOF, de.statista.com, Google Keyword Tool

•  19% YOY Traffic Lift from Organic Search

•  Unique Microsites with 200+ pieces of content produced monthly to targeted personas

•  SEO is integrated into all marketing aspects of the website

– RESULTS

Thank You! QUESTIONS? Alan Osetek

AOsetek@resolutionmedia.com

12