SEO / SEM Workshop February 2006
Jan 28, 2016
SEO / SEM Workshop
February 2006
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Session Agenda
• The search marketplace • About search • Competitor Landscape • Opportunities for UBS • Creating a synergistic approach• Key Elements of Organic search (SEO)• Key Elements of Paid Search (SEM)• Ethical SEO/ SEM • Multilingual search • Who does it right ? Who gets it wrong ! • Case study of search Impact
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• Over 85% of internet users use search engines to find products and services online. (Nielsen/NetRatings, May 2005)
• 93% of searchers will look no further than the first page of results searches. (Jupiter MediaMetrix, June 2005)
• Around 89% of all traffic comes from 6 search engines.
The Search Market Place
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The Search Industry
• Spending in online marketing will increase 19% in 2006, while growth in search engine advertising will increase 26%.
• Growth in online advertising is eight times the rate of television ads and at six times the growth rate of print advertising.
• Advertisers find Google search keyword advertising more effective than both Yahoo! and MSN, and Google contextual advertising more effective than Yahoo contextual ads.
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Why search?
• 55% of online transactions originated from search. [Jupiter, 2004]
• 84.8% of [online] users find sites through search [GVU, 10th User
Survey, 2004]
• 6 out of 7 clicks come from an organic search index [Forrester
Research 2005]
• Top search positions lift unaided brand awareness by 27% [IAB &
Neilsen/Netratings July 2004]
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Global Search Breakdown
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Search Engine usage over 2005
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What are Europeans going online for ?
UK DE FR ES IT EU
Email 86% 84% 85% 77% 83% 83%
News 46% 54% 56% 69% 60% 56%
Travel 54% 45% 44% 50% 45% 48%
Music 43% 38% 51% 54% 54% 48%
Local 46% 46% 33% 51% 44% 44%
Entertainment 46% 36% 43% 29% 46% 40%
Banking 43% 43% 34% 27% 25% 35%
Sports 37% 34% 37% 36% 33% 35%
Shopping 45% 44% 32% 25% 19% 34%
Jobs 27% 22% 25% 54% 41% 33%
Auction 18% 46% 11% 10% 6% 19%
Chat 8% 16% 19% 14% 27% 16%
Comedy 12% 5% 10% 4% 28% 11%
(Source: SciVisum, 2005)
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What activities are taking place online ?2005 Feb April July
Finding information about goods or services 79% 78 82
Searching for information about travel and accommodation 69 68 68
Using email 83 85 85
Telephoning over the Internet/video conferencing * 7 7
General browsing 63 65 62
Finding information relating to education 35 37 33
Buying or ordering tickets/goods or services 47 50 49
Selling goods or services 5 10 8
Personal banking and financial services 34 37 36
Playing or downloading games 11 13 12
Using chatrooms 17 19 20
Playing or downloading music 25 27 22
Reading or downloading on-line news 24 32 26
Listening to web radio/watching web television 12 16 17
Downloading other software 20 24 20
Downloading images 22 27 21
Looking for a job/sending job application 20 22 23
(Source: SciVisum, 2005)
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Online Financial Market
Datamonitor forecasts that there will be 84 million Internet banking customers in Europe by 2007. (2004)
61% of bank account users bank online (payment news 2006)
Many consumers now manage their credit card accounts online. A comScore report finds the number of customers who rely on the Web to carry out customer service activities grew 28 percent in the 12-month period ending Q1 2005.
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Financial searching habits
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Types of search
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Methods of search
Search Portals are online properties that offer, but which don’t themselves collate the
information. Data is provided by one or more third parties that are ‘search indexes’, ‘search directories’, or occasionally ‘Meta search
engines’.
No submission can be made directly to search portals. High listings rely on excellent exposure in
other feeder properties.
Search Directories are like an online catalogue of sites. These directories have teams of human
editors who visit and review sites, organising them in a library-type structure which can be
searched tier by tier, or by keyword. Most directories provide other search properties with their data and supplement their own database
data with ‘secondary’ results from another ‘search index’ or ‘search directory’. Submission is by paid submission or regular (usually slow) free submit.
Search Indices are searchable databases that gather data by sending out a ‘spider’ programme to retrieve data from a site (including site wording,
technology, language, Meta tags, images and more). The site will then be placed into the index at the position that the index’s algorithm dictates, based on its perceived importance and relevance.
Search indices often provide data to other search
properties. Submission is by pay-for-inclusions (PFI) or
normal submission.
Meta Search Engines are properties that gather and collate information from search portals, search directories, and search indices in a
comparative fashion.
No submission can be made directly to these engines - high listings rely on excellent exposure
in other feeder properties.
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Types of Search
Type of search Example keywords
Brand searching UBS, UBS bank
Brand variations ubs.com, ubs services, ubs interest rate
Top level generic Online banking, investment banking
Search by UBS product/ service type Investment solutions, private label funds, portfolio management
Search by UBS sub brand / service name UBS Funds
Catch phrases You and Us
Other UBS site content areas ubs login, ubs careers, ubs press
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Positive Brand experience The UBS experience ….
Competitor experience ….
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Where are you now ?
Source: Gnasher, bigmouthmedia software
Meta data on some pages which could be targeted a bit more for keywords
Optimised Meta tags 1,540 inbound links identified by Google
Google PageRank ™ – 8/10
Inconsistent results
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Competitor positioning
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UBS - German exposure
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German Competitive Market
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UBS – Swiss German Exposure
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UBS – Swiss French Exposure
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Competitors – Credit Suisse
Evident organic optimisation
Evidence of generic and specific keyword targeting
Optimised Meta tags
1,260 inbound links identified by Google
Google PageRank ™ – 0/10
Poor results
Swiss Exposure
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International sites available in English and local languageSearch engine friendly navigation, good use of crawl mapsGood level of content throughout the sitePoor Keyword optimisation through meta tags 3,530 inbound links identified by GoogleGoogle PageRank ™ – 7/10
Site geared for optimisation but in-page optimisation lacks
Competitors – Deutsche Bank
German Exposure
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Lacks appropriate meta tagging
Content requires improvement
363 inbound links identified by Google
Google PageRank ™ – 6/10
Competitors – PostFinance
Swiss Exposure
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Opportunities for UBS
• Improve visibility (brand & generic) within major search engines through organic search
• Drive relevant / high quality traffic to your site • Ensure positive brand experience• Create synergy with all other marketing approaches, thus cost
efficiencies • Increase online enquiries
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Creating Search Synergy
Organic
Generic
Service related
Tactical / promotional
Organic
Organic
Paid
Paid
Paid
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Key Elements of Organic Search
Website Content
Link Popularity Technical Spec
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Key Elements – Technical
Technical
URL set up
URL spiderability
CMS / backend system
Site Architecture
Linking between pages
In page optimisation
Site Maps
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Key Elements – Content
Content
Keyword integration
Use of keywords within the pages
Crosslinking between pages
Meta tags
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Use of Keywords
• Search engine criteria for assessing a sites’ suitability for listings
• Enforcing keywords to search engines and users
• Increasing competitive capability
• Formatting pages to match user search habits
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Selecting Keywords • -Keyword search frequencies and competition
• -Keyword co-synergy and cross linking properties
• -Brand terms, generic terms and niche terms
• -Actual page content and ability to increase keyword relevance
• -Realistic targeting of achievable keywords
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Links
Developing quality Inbound links from:
Direct links
Submissions
Article writing
PR distribution
RSS feeds
Key Elements – Links
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PR Proliferation - Example
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Article Proliferation – Example
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Ethical Search and Key Pitfalls
Ethical Search- Brand Security- Uphold search engine guidelines on and off the website
Key Pitfalls• Keyword Stuffing (extreme repetition)• If you have to ask…
– Is it considered spam if…?• Anything that does not appear to the search engine as it
would to a searcher
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Unethical Optimisation
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Unethical Optimisation
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Paid search (SEM) key considerations
• Keyword selection – Selecting keywords which compliment organic (tactical, reactive,
keyword gaps )
• Landscape – Who is bidding and how much is a fair price ?
• Positioning – Where should you position your ads at what time of day?
• Creative / advert writing – What are the key factors which affect CTR (click through rate) and how
do you incorporate the key messages ?
• Landing page – Where does the user arrive, is it the most appropriate page and will they
convert ?
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Advert Placement
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Time Based Effects
0102030405060708090
100
9am 11am 1pm 3pm
Clicks
Sales
WastedClicks
HighestConversion Time
• Time Based Rules Example
•Lower spend between 9am to 11.30 am where clicks are not converting
• Allows focus of budget in higher converting periods
• Will lead to improved ROI and increased conversion rates
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Multilingual campaign Considerations
Research considerations : • Native linguists
– To ensure accurate research / keyword targeting
• Target search properties – To ensure appropriate targeting & reach
• ‘Hybrid searching’ – To ensure cross language searches are picked up
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Multilingual campaign Considerations
Site considerations : • Domains / URL’s-
– Ownership & use of country specific domains • Content -
– Sufficient specific language content which incorporates target keywords
• HTML-– Correct language encoding in the HTML
• Landing pages -– Ensuring ‘select your country’ options are not used
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Who does it right ? Example
Default English language with country choice
PageRank 8/10
Well handled re-directs
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Who does it right ? Example
Quality ‘fresh’ content
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Who does it right ? Example
Links to key content areas
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Who does it wrong ? … Citibank
Search engines do not like being redirected
Once you’re here…you get redirected again
Until the ‘real’ site appears
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UBS Keywords
How would you search for these pages?
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British Airways - Case Study
Working with BA since 2003 (organic search and consultancy)Paid search transferred to bigmouth in May 05Developed a synergistic strategy between both methods of search and other online marketing
Developed awareness within the organisation to meet goals
Overall Paid search ROI has tripled during the campaign Google ROI increased by 407% between May and November 2005Increased conversion rates by 40% Reduced cost per acquisition by just over 20%
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Barclays - Case Study
Working with Barclays since August 2005Early days in an extremely competitive market, but progress is positive
and phase 2 underwayDeveloped highly targeted campaign on targeted keyword phrasesDeveloped awareness within the organisation and integrated with overall
online and traditional marketing strategy to meet goals
Increased in search traffic by 47% from October to JanuaryIncrease in top 10 Google listings by increase 20% for ‘credit card terms’Increase in top 10 Google listings by 90% for ‘current account’ terms
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What’s Next - Technical Strategy
• Outlines the current technical issues on the site which prevent or impair search engine performance
• Technical enhancement to boost performance• Technical housekeeping• Website protocols to ensure your website is fully understood by the
search properties• Spider control – where you want to allow a search engine program
to go on your website
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What’s Next - Marketing Strategy
• Identify keyword targets• In-page optimisation techniques to ensure keyword integration
within your webpages• Detailed competitor analysis• Performance Benchmark• Link Strategy
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Now you do the talking…
Questions? Comments?