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Digital Search Insights Integration of Communication Touchpoints
Vivek ChaudhuriDirector, Search Marketing @digitalv
SES San Francisco #SESSF
Do you still have to sell search engine marketing?
SES San Francisco #SESSF
Sell value in their business terms (RESULTS)
Speak from a business perspective and don’t get caught up in the “bells and whistles” of product features
Establish trust and credibility to become a strategic advisor (INSIGHTS)
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SES San Francisco #SESSF
How do we become a strategic advisor rather than a tactical search marketer?
Brand experience starts with key “words” that customers use…
Search Engines
Social Media,
Portals, Video
Online PR, News, Blogs, RSS
Corporate Website,
Site Search
KEY “WORDS”
SES San Francisco #SESSF
Digital search insights from keyword research
What:- Understand what information target audience is searching and
consuming online
- How is the target audience searching for this information >> “Keywords”
Potential uses of insights:- Build content relevant to information that customers are searching
- Leverage search insights to integrate both digital and traditional marketing channels
- Better position brand messaging
SES San Francisco #SESSF
Trinity of Search
•Search engine (Google, Bing, etc)•Video portal (YouTube) or video search engine (Blinkx)
•Regular search using mobile devices•Mobile apps (iPhone, Droid, etc)
•Real-time search integration (Twitter)•Indexing Facebook status update and social graph (Bing and Google’s social search)
•Search on social sites (Facebook)
Video
Mobile
Social
trin·i·ty (trĭn'ĭ-tē) A group consisting of three closely related members
SES San Francisco #SESSF
Keyword Analysis and Strategy:
Driver for the integration of digital and traditional marketing
Keyword Popularity
Key
wo
rd C
om
pet
itio
nKeyword segmentation matrix: Strategy driver
High Comp./Low Volume
Low Comp./High Volume
High Competition / High Volume• Paid search focus• Off-Page optimization (links, online PR,
video, articles)• Traditional channel integration (TV, etc)
Low Competition / High Volume• Organic search focus (On / Off-Page
optimization)• Map keywords to content strategy• Paid search leveraged to maximize visibility
High Competition / Low Volume • Select few keywords for both paid and
organic search campaign based on historic conversion data
Low Competition / Low Volume• Keyword testing (conversion / clicks)• Long term growth (Display to boost search)
PRIMARY
10 -
50
Key
wo
rds
High Comp./High Volume
Low Comp./Low Volume
SECONDARY
10 - 20 Keyw
ord
s
Keyword PopularityKe
ywor
d Co
mpe
tition
Easy breakfast
Healthy breakfast choices
Lunch recipes
Breakfast recipes
Breakfast casserole
Sausages
Low carb breakfast
Appetizers
Low carb breakfast food
Bacon recipes
Healthy breakfast bread
High Comp./Low Volume High Comp./High Volume
Low Comp./Low Volume Low Comp./High Volume
Breakfast
Croissant
Health breakfast
Dinner
Quick dinner recipes
Heart healthy breakfast
Sausage recipes
Recipes
Croissant recipe
Tactical for C-Suite
Strategic
Analysis and search mix recommendation
Keyword Themes
Keyword Matrix/Landscape is used to analyze each keyword theme/bucket to prioritize primary and secondary recommended keywords
Search Mix Plan is recommended and optimized on an ongoing basis based on performance monitoring
Keyword Performance Feedback
Analytics
Search Mix Plan
Paid Search
Site SEO
Linking Strategy
Social / Blog Link
Video SEO
SEO - PR
Secondary Terms
Primary Terms
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Lo
w
Key
wo
rd C
om
pet
itio
n
Hig
h
Low Search Frequency High
Pai
dS
EO
Content Development
Creative and Messaging
Additional Considerations
