How To Extend The Value Of Search Beyond Your Website

searchmarketingexpo.com

@Intel | @KenShults #SMX #14C

March 3, 2015

Extending the Value of Search Beyond Your Website

Laura-Ann Mitchell SEO Manager

Intel

Ken Shults Managing Director Global Consulting

Global Strategies | an Ogilvy Company



Background

Fortune 50

technology

company with

more than

100,000

employees



Background

Offices in 63 countries

Algeria Canada Ecuador Hungary Kazakhstan Morocco Portugal South Korea Turkey

Argentina Chile Egypt India Kenya Netherlands Romania Spain Ukraine

Australia China Finland Indonesia Lebanon Nigeria Russia Sri Lanka United Arab Emirates

Austria Colombia France Ireland Lithuania Pakistan Saudi Arabia Sweden United Kingdom

Bangladesh Costa Rica Germany Israel Malaysia Peru Serbia Switzerland United States

Belgium Czech Republic Greece Italy Mexico Philippines Singapore Taiwan Venezuela

Brazil Denmark Hong Kong Japan Mongolia Poland South Africa Thailand Vietnam



Background

On the Web

Hundreds of thousands of pages of

content on hundreds of domains covering

more than 35 languages



Background

Entering New Markets

Intel is aggressively pursuing new

opportunities with new products for new

audiences in new markets

Tablets 2 in 1

Wearables Cloud Makers Big Data



Background

Natural Search

Natural Search to Intel websites has increased

by an average of more than 20% per year since

establishing a centrally managed SEO program

in 2008

Natural Search brings half of all referrals to

intel.com 0

5,000,000

10,000,000

15,000,000

20,000,000

2008 2009 2010 2011 2012 2013 2014

Natural Search

Paid Search

Other Web Sites

Typed/Bookmarked

Social Networks

Source – Intel Omniture Web Analytics

http://intel.com



Background

Several factors contributed to a 9% pull back in

Natural Search in 2014 after the 27% lift in 2013

• Our focus on engagement over traffic led to

retirement of content

• We discontinued some less profitable products

• Increasing diversity of the digital landscape

giving our customers more ways and places to

find what they want

More than ever before we have to meet our customers where they are.

And that often means looking beyond our website.

0

5,000,000

10,000,000

15,000,000

20,000,000

2008 2009 2010 2011 2012 2013 2014

Source – Intel Omniture Web Analytics

More than ever before we have to meet our customers where they are.

And that often means looking beyond our website.



Extending The Value of Search

• Defining the Value that Search has

to offer other marketing channels

• Addressing Cultural and Structural

challenges to actualizing this value

• Examples where we’ve been

successful

• What’s Next



Customer Behavior is Changing

There have never been

more ways to engage with

our customers.

Defining The Value of Search




Customer Behavior is Changing

While nearly every path is

unique, Search almost

always plays a role in the

journey.




Customer Intent Modeling

Understanding How our

audience searches and

What they find in the search

results provides valuable

insights about our

Customers and Markets




Customer Insights

Search data tells us which

Features are most important

to our customers

OS Compare -Ratings -Reviews

Price andDeals

Use case Size Compare -Ratings -Reviews

Price andDeals

Use case Size OS

Tablets Laptops

Priority Features Tablets vs Laptops

OS is dramatically more important to Tablet shoppers than Laptop shoppers

Source – Google Adwords Keyword Planner




Customer Insights

Search data tells us which

Use Cases are most

important to our audience

Gaming is by far the biggest Use Case for the Laptop audience

while Tablets for Kids leads the Use Case interest for Tablets

Kid

s/C

hild

ren

Colle

ge

Bu

sin

ess

Gam

ing

Stu

dent

Gam

ing

Colle

ge

Stu

dent

Bu

sin

ess

Ph

oto

/Vid

eo-e

ditin

g

Tablets Laptops

Top Use Cases Laptops vs Tablets





Customer Insights

Search data helps us

identify Seasonal Trends in

our customers’ interests

Interest in Tablets for Kids/Children surges dramatically around the holiday

to more than 5x non-holiday levels

Search Demand Trends Tablets | Kids/Children





Customer Insights

Search trends help us find

Emerging Opportunities.

While a broad category may

be trending down,

segmentation of the

landscape reveals topics

that are on the rise.

As the Cloud Computing topic matures, the interest has moved to more

refined areas of interest like Big Data Cloud

Search Trends Cloud Computing vs Big Data Cloud

Big Data Cloud

Cloud Computing





Market Insights

Search visibility data aligned

to the categorized keyword

landscape reveals Authority

Domains by Topic as well as

domain types.

Top Authority Domains for Wearables related to Fitness/Activity Tracking

include retail sites, product sites, and content sites

0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00%

0 100 200 300 400 500 600 700 800 900 1000

itunes.apple.com

buy.garmin.com

reviews.cnet.com

kdvr.com

www.bestbuy.com

www.myfitnesspal.com

jawbone.com

www.polar.com

caloriecount.about.com

www.fitbit.com

www.amazon.com

Authority Domains | Fitness/Activity Tracking

# Rankings Share of Search

Source – Google Adwords Keyword Planner and Google Ranking Data



Defining The Value of Search Insights Available from Search Channel Value

PPC Social Display Retail OEM

• What is the nomenclature that will best connect with our audience?

• What Topics and SubTopics are most popular?

• What problems are our customers trying to solve?

• What products are they looking for?

• What interest areas are on the rise?

• What areas are falling?

• What seasonal variations do we see in our customers interests?

• What content sites are our customers finding in Search?

• What product sites are they finding?

• Which of our retail and OEM partners have the most authority?

• What types of content is Google displaying?



Paid

Search

Display

Social

Editorial

Website

Management

SEO

Culture & Structure

Paid

Search

Display

Social

Editorial

Content

Creation

SEO

In the past our Org structure

presented challenges to sharing

learnings and insights between our

teams in our digital marketing

channels



A major reorg at the end of 2013

brought the teams together.

Weekly insights meetings allow all

disciplines to share and discuss

learnings and take immediate

action where warranted.

Culture & Structure

Paid

Search

Display Editorial

Content

Creation

SEO Social



Culture & Structure

While only one person at Intel has SEO in her title

Hundreds have SEO in their job

SEO is not something you do.

It is what happens when you do everything else right.



Extend our reach beyond Intel.com by

leveraging insights from search

LET’S MEET THEM WHERE THEY ARE



Acer Inspire

Sony Vaio

Samsung Galaxy Tab 2

Tablets

HP Laptops

Laptop Deals

Laptops

Leveraging Insights from Search to Influence

consumers at retail websites and in-store

Example - Retail



Retail Campaign Implementation Guide

“Search Insights influence messaging, visuals, and the type

of assets we use to communicate to our audience”

Example - Retail




Customer Insights

Search data tells us which features

are most important to customers

shopping for Tablets vs those looking

for Laptops

Retail campaign assets created to align with popular Tablet Use Cases based on Search

Kids/Children

Gaming

Movies

College

Business

Tab

lets

Example - Retail



How can I connect my Laptop to my TV

How to watch movies on a Tablet

How to download music to a Tablet

What is the best Laptop for Photo Editing

What is the best Tablet for College

Leveraging Insights from Search to Influence

our Facebook activity

Example - Facebook




Customer Insights




for Laptops

Facebook posts aligned with Search interests drive engagement

Student

Home

School

Travel

Photo/Video-editing

Ta

ble

ts

249,345 Likes

1,241 Comments

3,044 Shares

Example - Facebook





Customer Insights




for Laptops


10,494 Likes

55 Comments

132 Shares

Gaming

College

Student

Business

Kids/Children

La

pto

ps

Example - Facebook





Customer Insights




for Laptops


10,294 Likes

343 Comments

1,737 Shares

Search Trends Topic = “Measurement”

Example - Facebook




How can I connect my Laptop to my TV

How to watch movies on a Tablet

How to download music to a Tablet

What is the best Laptop for Photo Editing

What is the best Tablet for College

Leveraging Insights from Search to Inform our

Pinterest activity Example - Pinterest



Analyzed Pinterest Success Factors for Pins related to Intent Modeling Keyword Landscapes

Pinner Factors

Pins, RePins, Comments,

Likes, Followers, Pinned

Domains, Following

Pin Factors

RePins, Comments,

Likes, Rich Pins

Board Factors

Total Pins, Group Boards,

Board Names

Domain Factors

Top Pinned Domains, Top

RePinned Domains

Example - Pinterest



Leveraged the Intent Model to identify top content topics driving engagement on Pinterest

Example - Pinterest

0

50000

100000

150000

200000

250000

300000

350000

400000

450000

500000

Wristw

orn

Devic

e

Devic

e -

Ta

ble

t

Devic

e -

Lapto

p

Fa

shio

n/C

loth

ing

Devic

e -

Note

book

Fitness/A

ctivity T

rackin

g

Au

gm

ente

d R

ealit

y

Quantifie

d S

elf

Health a

nd

Bio

me

tric

s

Bio

ha

ckin

g

Com

pare

- R

evie

ws

Use

ca

se

Colo

r

Siz

e

OS

Vo

ice C

ontr

ol

Weara

ble

Technolo

gy

Mo

tio

n C

ontr

ol

DIY

Ta

ctile

Fe

edback

Device Type Use Case Features Technologies

0

500000

1000000

1500000

2000000

2500000

3000000

RePins

Likes

Feedback from Pinterest

“You’ve done deeper and

richer analysis of our

platform than we have”

“I’ve never seen any

brand approach our

platform like this. Truly

impressive”

Source – Pinterest Ranking Data



Leverage strength, history,

and equity garnered from PC

market to create relevance and

credibility in adjacent

categories

Spotlight new-to-market products

(e.g., wearables) embedded

technologies and security

solutions to expand Intel brand

definition. Focus on the cutting

edge of technology innovation

Evolve focus to what the

technology inside enables

in better, more powerful,

more meaningful, more

immersive, more engaging

product experiences

Offer a clear path for our

millions of monthly referrals

from Natural Search to

explore content in new

categories

Leverage search insights

to create content that goes

beyond our core.

Explore new content

opportunities focused on non

branded terms that intercept

searchers at the SERP that are

not yet considering our brand

What’s Next

Transforming the Brand

Disrupt Expand Defend & Extend



What’s Next • Continue to Advocate and Evangelize for the

Value Search has to offer throughout our

marketing organization.

• Extend our collaboration within our integrated

Marketing team structure to leverage the learnings

and insights from other channels to improve

Natural Search performance.

• Contribute to the effort to align our reporting

capabilities with the distributed content reality in

which customer interactions and engagement can

and will happen anywhere including beyond our

website.