29 th November 2011 Tom Jepson Project Overview Deliverables The Results
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29th November 2011
Tom Jepson
Project Overview
Deliverables
The Results
• Project commenced November 2009
• Optimisation of 5 core hubs:
o Alpha
o Bloggie
o Cybershot
o Handycam
o S- Frame
• 16 languages spanning
25 European territories
2
Campaign Objectives
• To increase the natural search traffic arriving at all DIME hub European websites from search engines.
• To improve the search positions for Sony related keywords, supported by the more generic search terms across all European domains
• To increase the number and depth of keywords sending visitors to all European domains
• To optimise Sony pages so that hub pages rank above competitor positioning across all European domains
• To drive conversions and online sales figures against engagement metrics for all European domains
The Strategy
KW Research &
Brand Analysis
Localisation Quality
Assurance Implementation
Backlink Development
Monitor & Review
SEO Planning
KW Research & Brand Analysis
DIME sign off
Sign off IA and deliver to agencies
Produce ENGLISH
Master SEO Meta data
Deliver to WME
SDL translating on-page copy
Localisation
Localise SEO Meta data,
supported by KWR
Brief language professionals
Quality Assurance
Proofing of SEO Meta data
Review proofing and finalise Meta data documents
Implementation
Deliver SEO Meta data to WME
Implementation of Meta into CMS by
WME
SCO’s provide feedback to SEO Meta data
Monitor and Review
Deliver monthly reporting to DIME
Initiate off-page/video optimisation strategies
Provide on-page SEO recommendations to
WME and external agencies
Provide off-page SEO recommendations to the Sony Press Centre and external agency –
(Immediate Future)
5
Detailed keyword research & localisation
Deep dive PPC data analysis
Initial platform analysis and recommendations
Hub meta and content recommendations
Implementation support with WME
International Linking Campaigns
Custom organic traffic analysis system
Position tracking for 3713 target keywords
Custom monthly performance reports
6 AVME - Search Engine Optimisation
traffic increase week-on-week Week 5 Jan 2010
traffic increase YoY, across Europe Jan 2010 vs Jan 2009
increase in the depth of keywords YOY Jan 2010 vs Jan 2009
increase in the depth of keywords YOY for DE, FR and RU Jan 2010 vs Jan 2009
outperformed TVME by 15% increase in traffic YOY. Jan 2010
When TVME had this sizeable of an increase through PPC it had cost them £50,000 a week (more or less £1 cpc). Quote by: Heath Weaver
7 AVME - Search Engine Optimisation
0%
10%
20%
30%
40%
50%
SEO Traffic Increase
45%
15%
Comparative Increase Jan 2010
DIME
TVME
0
0.2
0.4
0.6
0.8
1
CPC
0.36
£1
HUB CPCs for Similar Traffic levels – Jan 2010
DIME SEO
TVME PPC
DIME Campaign Highlights
Natural Search Traffic YOY
+45%
Keyword Depth YOY
+35,000
Keyword Depth YOY DE, FR, RU
+150%
35,000 (101.24%) increase in the YOY, within the month of January.
Since launch, weeks 2-5 show a 14,000 (27%) increase in keyword depth versus December’s week 50-53.
9 AVME - Search Engine Optimisation
50% 50%
Visible
Not Visible
Target Keyword Exposure
72%
28%
The pie charts above compare the percentage of DIME keywords visible in the top 50 results in Google
Data is based on 3713 individual key phrases being tracked by HP Group and spans 16 countries
10 AVME - Search Engine Optimisation
Dec 2009 (Benchmark/Pre-launch) Jan 2010 (Post-launch)
Sony DIME (Fr) BackLink Profile
0%
10%
20%
30%
40%
50%
60%
70%
80%
Overall Score
mozRank
TrustDomainsLinking
External Links
Benchmark 2009
Post Campaign 2010
Sony DIME (De) BackLink Profile
0%
10%
20%
30%
40%
50%
60%
70%
80%
Overall Score
mozRank
TrustDomains Linking
External Links
Benchmark 2009
Post Campaign 2010
SEO data into DIME Hub first week in Jan
Traffic showed sharp increase towards pre Christmas levels!
13 AVME - Search Engine Optimisation
HP Group are monitoring DIMEs competitors across Europe.
This diagram shows the comparison between Sony DIME and its competitors within organic search.
Sony DIME show a clear stronghold over all other competition.
14 Sony DIME Case Study
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