SEO is an important part of many marketers' digital strategies, but it's not as easy as it may look. Strong SEO campaigns are driven by data and function as part of an integrated marketing strategy. Retargeting, as part of one of those integrated campaigns, is one of the most powerful complements to a strong SEO strategy. In this webinar, you'll learn: -How you can track key performance indicators across various pillars of SEO, including keyword research, technical SEO, and competitive analysis. -How SEO can magnify the power of a retargeting campaign. -Tips for running an integrated, data-driven campaign with SEO and retargeting.

1. SEO and Retargeting
for the
Data-Driven Marketer
Hafez Adel Prashant Puri
Senior Director of Marketing CEO / Co-Founder
ReTargeter.com AdLift.com

2. AdLift – Delivering Search ROI
Meaningful Metrics for SEO – Webinar – 6th March 2012
Presented by:
Prashant Puri
CEO & Co-Founder, AdLift.com

3. Every Month, We Manage
76 Million SEO
Visits

4. Some of our Clients

5. AdLift Is An Advisor to Leading Industry Events and Search Journals
ADLIFT CONFIDENTIAL 5

6. Online Marketing Services that Drive Market Share
AdLift’s Pillars
of
Expertise
PILLAR 1 PILLAR 2
Search Engine Search Engine
Optimization (SEO) Marketing (SEM)/PPC
Strategy & Planning
• Data Mining & Keyword • Competitor Research
Research • Ad Budget Optimization
• Content Strategy • Predictive Modeling
• Technical SEO and Platform • A/B Multivariate Testing
Architecture
• Link Development
Tracking & Measuring Performance

7. What’s the one metric that’s
common across all geographies?
REVENUE!

8. The only way we can make MORE money is if we
track it…Correctly!
MEASURING
KEY
PERFORMANCE
INDICATORS
TRACKING
PERFORMANCE

9. The SEO Process .
On Page Off Page
Optimization Optimization
Keyword Analysis & Research
Competitive Analysis
Site Analysis
Development/Execution
Tracking

10. The SEO Process – Keyword Analysis .
On Page Off Page
Optimization Optimization
Keyword Analysis
Competitive Analysis
Site Analysis
Development/Execution
Tracking

11. Conversion Driven SEO: Keyword Research –
Targeting the Right Keywords
Analyze Cross reference
Target w/ link
Keyword w/ PPC & SEO
building
Search Volume Data

12. Analyze Keyword Search Volume
Cross
Analyze
reference w/ Target w/ link
Keyword
PPC & SEO building
Search Volume
Data
Source: Google Keyword Tool

13. Cross Reference with PPC & SEO Data
Cross
Analyze
reference w/ Target w/ link
Keyword
PPC & SEO building
Search Volume
Data
Data from Google Keyword Ranking
Keyword Tool Tool PPC Data

14. Create SEO/Link Development Keyword Targets
Cross
Analyze
reference w/ Target w/ link
Keyword
PPC & SEO building
Search Volume
Data
High Conversion Low Hanging
Bottom 7 Rate Fruit

15. Create Link Development Targets – Grouping by
Landing Page
Building links with variation on anchor text for the
same landing page is an effective link building
strategy

16. Keyword Analysis: Tracking Performance
• > 50K • Brand terms
Searches/Month • ebay, ebay.com
•<2
Keywords/phrase
• cameras, digital
cameras
Bran
Head
d
Tors
Tail
o
• <50K & > 5K •< 5K
Searches/month Searches/Month
• > 2 Kws & < 4 •> 4
Kws/phrase keywords/phrase
• cheap digital •Digital cameras
cameras under 100, best
digital cameras
under 200

17. Keyword Analysis: Tracking Performance (Cont..)
Project 1: Head
Terms
Project 2: Tail
Terms

18. The SEO Process: Competitive Analysis .
On Page Off Page
Optimization Optimization
Keyword Analysis
Competitive Analysis
Site Analysis
Development/Execution
Tracking

19. Competitive Analysis: Tools
• Compete – www.compete.com
• Open Site Explorer (SEOMoz) - http://www.opensiteexplorer.org/
• AHREFs - https://ahrefs.com/
• SearchMetrics – searchmetrics.com
• comScore – Source/Loss Report – comscore.com
• Quantcast – www.quantcast.com
• SearchLight by Conductor - http://www.conductor.com/searchlight
• Advanced Web Ranking Tool - http://www.advancedwebranking.com/

20. Track Competitive SEO Visibility
Source: SearchMetrics

21. How Do My Competitors
Rank?
• Advanced Web Ranking
– Control
– Fixed Pricing
• SEOMOZ Rank Tracker
– Online
– Bundled
• Raven Rankings Tracker
– Online
– Bundled

22. Link Analysis: Are You
Winning ?
Ebay.com
Walmart.com
BestBuy.com
Source: aHrefs

23. Keyword Level Link
Profiling
• Use SEOMoz to analyze anchor text distribution
These 7 columns from SEOMoz Keyword Difficulty
Tool.
http://www.seomoz.org/keyword-difficulty/
These 4 columns from SEOMoz OpenSiteExplorer
http://www.opensiteexplorer.org/

24. The SEO Process – Site Analysis .
On Page Off Page
Optimization Optimization
Keyword Analysis
Competitive Analysis
Site Analysis
Development/Execution
Tracking

25. Site Analysis/Tracking: Tools
• Google Webmaster Tool has come a long way. You can
now –
• Monitor internal links
• Monitor external links
• Evaluate site performance
• Project traffic/revenue based on search query
analysis
• Track duplicate Title/Meta Tags
• Track crawl errors
• Submit sitemaps

26. Search Query Analysis
Great for creating keyword segments

27. Measuring Performance
• Keywords
Keyword
• Landing Pages
• Page & Domain Authorities
Competitive
• Keyword level tracking
• Internal Links
Site • External Links
• Crawl Stats

28. Track Changes in Keywords and Landing Pages
• Keywords
Keyword • Landing Pages

29. Track Competitive Domain and Page Authorities
• Page & Domain Authorities
Competitive • Keyword level tracking
Source: SEOMoz - http://bit.ly/bEPhsD

30. Leverage & Measure Interlinks, External Links
• Internal Links
Site • External Links
• Crawl Stats

31. To Sum it Up !
• Go after keywords that convert – the low hanging fruit !
• Know your competition – Are you winning ?
• Analyze & Track the ins & outs of your site
• Measure Performance – Track everything !

32. Acquire
Amplify
Advance
Prashant Puri
CEO & Co-Founder
AdLift
prashant@adlift.com

33. SEO + Retargeting
Research &
Analysis
Drive Traffic
Gather Data
(SEO)
Convert
Traffic
(Retargeting)

34. Search Engine Optimization

35. Retargeting

36. What is Retargeting?
Focus your ads on people who have visited your
site, but left without converting

37. How Does Retargeting Work?
Users browse other
Users visit your site
Place code on your sites and begin to
and receive an
site see your ads across
anonymous cookie
the web

38. Why Use Retargeting?
Performance
Show the right ads to the right people.
Brings Users Back
Over 95% of users leave websites without converting, and over 72% of
users abandon their shopping carts.
Reach & Brand Awareness
Repeated impressions  look bigger online

39. Retargeting Best Practices

40. 1. Frequency Caps
What: A limit on how often cookied users will
see your ads during a given period of time.
Why:
– Avoid banner blindness
– Preserve ROI
– Respect your users and your brand

41. 2. Burn Code
What: Tracks conversions and removes people
from retargeting campaigns
Why:
– Avoid redundant ads
– No wasted impressions

42. 3. Audience Segmentation
What: Different codes for different sub-pages
Why:
– Increased relevance
– Align retargeting with other marketing channels

43. 4. Demographic, Geographic & Contextual Targeting
What: Overlay 3rd party data on your retargeting
campaigns
Why:
– Increased precision
– Superior performance and ROI

44. 5. View-Through Conversion Window
What: Determine length of time a view-through
conversion will be attributed
Why:
– More precise metrics
– Avoid conflation with other touchpoints and
marketing channels

45. 6. Rotating Creatives & A/B Testing
What: Experimenting with different creatives
throughout your campaign
Why:
– Uncover valuable insights
– Improved ad performance
– Data-driven decision-making

46. Key Points
• Segment your audience for increased
relevance
• A/B test creatives and landing page to
continuously optimize your campaign
• Understand how SEO and retargeting fit into
your overall funnel
• Align retargeting with existing marketing
channels for maximum impact

47. Thank You