About NetElixir

Mission: To Help Digital Marketers Succeed Online.

Incorporated: 2005.

Global Offices: Princeton (HQ). London. Hyderabad.

Team: 75+ fanatically analytical search marketers with over

5.5 MM hours of hands-on retail search marketing

experience.

Supercharge the SERP for your business

About NetElixir

Mission: To Help Digital Marketers Succeed Online.

Incorporated: 2005.

Global Offices: Princeton (HQ). London. Hyderabad.

Team: 75+ fanatically analytical search marketers with over

5.5 MM hours of hands-on retail search marketing

experience.

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Client List

“”

Within 12 months

of implementing our

strategy, organic traffic

more than doubled &

transactions went up

significantly.

Ken Bausch,

VP Interactive Marketing,

World Kitchen

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About NetElixir University

NetElixir University was launched in 2012 with a vision of “democratizing the

digital marketing industry through exceptional knowledge and expertise

sharing.”

Our goal is to share the best practices in retail + digital marketing with 10,000

businesses worldwide by 2015.

NetElixir University

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About Udayan Bose

Founder & CEO, NetElixir.

Founded PartyBingo.com (PartyGaming, Plc).

Guest Lecturer:

• Johnson School of Management, Cornell University.

• City University of New York, Baruch.

• Indian School of Business.

RESEARCH: MAXIMIZING THE VALUE OF SERP

4 RECOMMENDATIONS FOR SEARCH MARKETERS

NETELIXIR SERP SCORECARD

TOPICS

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Paid Search30% share of page PLA

33% share of page

Paid Search12% share of page

Organic25% share of page

Below the Fold

Paid Ads

75%Organic Ads

25%

Page Presence

Paid Ads

35%Organic Ads

65%

Click Share

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It Is All About Maximizing Your “Shelf Presence”

NetElixir Research Assessing the Aggregate Impact of PPC, PLA, SEO

• Hypothesis: The real estate occupancy on the un-scrolled SERP is directly

proportional to the returns from search marketing.

• Assumption: More the space an advertiser occupies on the search engine

results page, more is the returns from the search marketing channels. This

is driven by our view of considering the search results page as an asset.

• Methodology: Statistical Data analysis for non-trademark terms for pre-test

and test periods.

Methodology

• Pre-Test Period (only PPC): Feb1, 2014 - April 30, 2014.

• Test Period (PPC + PLA + SEO): May 1, 2014 - July 31, 2014.

• Data Set: Only “Non-Mobile” SERP/keyword data considered for analysis.

• Analysis limited to non-trademark (brand) keywords only for which ads were

appearing above the fold.

• PPC Listing was the controlling element.

• Only last click order attribution was applied.

• Data Normalization Factors: Budget; Seasonality; Product Category and

Assortment; Geography; Abnormal one time orders.

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Research Findings

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18% 29%

12.2%

Disclaimer: Representative data set not exhaustive (limited to our clients) and may not be an

accurate representation.

Aggregate Impact on Orders

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10.70%

Recommendations for Search Marketers

• The research results demonstrate the importance of holistic search

marketing (one search marketing manager/agency).

• PLAs are now driving 30%+ of last click conversions. PLA optimization

requires specialist focus.

• Identifying SERPs for “domination” (owning SERPs) is best done through a

deep analysis of search queries.

• Questions to be considered while selecting search queries:

- Do you have a competitive edge?

- Is there unique association of the query with your brand?

- What is the search volume?17

“

”

Future of SERP

From 2.5 listings appearing “above the fold” (in 2013) to barely 0.5-1 listings

(Sept. 2014).. SEO results have gotten constantly pushed down the SERP on

Google. I believe this “purposeful attempt by Google” to push down organic

results has reached its limit. Beyond this Google risks stirring searcher

discontent.. Or maybe, it already has...

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- Udayan Bose

1.6%

Are You Dominating the SERP?

Using proprietary algorithms we calculate the SERP score for your chosen keywords.

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Sign up Now: http://www.netelixir.com/serp-scorecard

or

Email me at marinn@netelixir.com

Complimentary SERP Scorecard{ }

NetElixir University: Resource Archive

• Free Search Marketing Webinar Presentations:

http://www.netelixir.com/university/workshops-webinars.

• Weekly Insights into Search Marketing (practical tips and

viewpoints): http://blog.netelixir.com.

• Free Search Marketing Tools: http://www.lxrmarketplace.com.

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