2012 ecomm kw planning by Mark Lovoritano, SEER Interactive

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Technology

2012 E-Comm KW Planning

Date: January 20, 2012
Author: Mark Lavoritano @lavoritano

Prioritizing e-comm initiatives?
Getting buy-in from clients?
Explaining how SEO drives $$?

3

January February March April May June July August September October November December January

4

January February March April May June July August September October November December January

5

January February March April May June July August September October November December January

6

January February March April May June July August September October November December January

7

January February March April May June July August September October November December January

8

January February March April May June July August September October November December January

Rankings are critical during these time periods 9

January February March April May June July August September October November December January

10

Which KWs drove traffic and
conversions during peak, and more
importantly – where did they rank?

January February March April May June July August September October November December January

11

* Data set looking at 11/1/11 – 12/25/11

12

* Data set looking at 11/1/11 – 12/25/11

Rank

1
1
1
1
1
3
2
2
1
1
7
3
1
1
15
7
8
1

13

* Data set looking at 11/1/11 – 12/25/11

Rank

1
1
1
1
1
3
2
2
1
1
7
3
1
1
15
7
8
1

14

Caveats!
• CTR NOT guaranteed to be accurate (based
on Slingshot SEO study)
• Conversion rate will likely go down as
ranking improves (example uses an
estimate of -30%)
• Products and other universal search
elements could impact CTR significantly
• Trends may shift – need to be aware of
industry movement
15

Questions/Ideas/Improvements?

Projection Spreadsheet:
http://bit.ly/y2w7Ta

My blog posts:
http://www.seerinteractive.com/team/markl

Twitter:
@lavoritano

17

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