Keynote presentation from SES Atlanta describing 5 key pivotal moments of my career that changed the way I approached Search. Understanding how to integrate Search into the workflow and leverage force multipliers to gain success.

1. The ORIGINAL
Search Marketing Event
#SESAtlanta
5 Epiphanies in Search
Spanning 20+ Years in the business
Bill Hunt
Back Azimuth Consulting
CEO

2. @billhunt
#SESAtlanta
What is an epiphany?
• The “Eureka Moment”
An epiphany (from the ancient Greek ἐπιφάνεια, epiphaneia,
"manifestation, striking appearance") … the term is used to
describe scientific breakthrough, religious or philosophical
discoveries, but it can apply in any situation in which an
enlightening realization allows a problem or situation to be
understood from a new and deeper perspective.
Source: Wikipedia

3. @billhunt
#SESAtlanta
Epiphany 1
Leverage Force Multipliers
Embedded Search Strategists are far more
effective than remote agency resources

4. @billhunt
#SESAtlanta
IBM Software Online Catalogs are currently available in 235 countries translated in 23 languages.
Product ordering is currently available in 33 countries around the world
Goals:
•Be the “go to source” on the web for all IBM software
•Rank well without significant local interaction and optimization
•Drive incremental traffic and conversions from brand and generic terms
Countries who can order Countries with catalogs only Countries not enabled
Languages
1. Brazilian
Portuguese
2. Chinese
Simplified
3. Croatian
4. Czech
5. Dutch
6. English
7. Finnish
8. French
9. French
Canadian
10. German
11. Hungarian
12. Italian
13. Korean
14. Norwegian
15. Polish
16. Russian
17. Slovakian
18. Spanish
19. Swedish
20. Turkish
21. Japanese
22. Traditional
Chinese
23. Danish

5. @billhunt
#SESAtlanta
SEO Systems & Root
Cause Detection
SEO
Indexibility
Relevance Authority
Clickability

6. @billhunt
#SESAtlanta
Using Force Multipliers
• Removed robots blocks and language/location
detection scripts
• Altered templates and CMS rules to insert geo-
specific keywords into key locations
• Simplified URL structures (of 8 CMS systems)
• Added basic SEO checks to regional Web Teams

7. @billhunt
#SESAtlanta
Help Me Help You
• Simplified and reduced templates saved 3.5k
annual man-hours (~ $375k)
• Uniform XML Site Map resulted in 98% of pages
indexed and 150% reduction in errors – became
“broken links” test process
• “Why IBM” Intro paragraph improved snippet
relevance and clicks by 3,000%

8. @billhunt
#SESAtlanta
Enable Search Program Scalability

9. @billhunt
#SESAtlanta
Think Like a Building Inspector
Ensure the new infrastructure is up to Google Code

10. @billhunt
#SESAtlanta
IT Line of Death
That fine line on a master list of all the projects IT must
do that separates those items that will actually get done
from those that will die a slow “no resource” death.

11. @billhunt
#SESAtlanta
Understand your Web Server, CMS and workflow better
than your tech team and it becomes impossible to
mislead you
RTFM & the IT Way

12. @billhunt
#SESAtlanta
Epiphany 2
Leverage Corporate Judo

13. @billhunt
#SESAtlanta
Integrate into Existing Rules

14. @billhunt
#SESAtlanta
Integrate into Existing Rules
Avoid SEO
References

15. @billhunt
#SESAtlanta
Write Better Stories
21 attempts to correctly add canonicals to pages

16. @billhunt
#SESAtlanta
Write Better Stories
Spec asks for DNS verification but instructions and
“Ideal State” are for verification file upload

17. @billhunt
#SESAtlanta
Write Correct Stories
Give reputable sources or developers will find one in an
outdated blog

18. @billhunt
#SESAtlanta
Change Via Embarrassment
IBM’s global
search
performance
increased 500%
when BU level
performance
metrics
implemented

19. @billhunt
#SESAtlanta
Epiphany 3
Understand Searcher Interest & Intent
What do they want when they do the
search?

20. @billhunt
#SESAtlanta
Rank to Click Curve

21. @billhunt
#SESAtlanta
Epiphany 3

22. @billhunt
#SESAtlanta
Rank to Click by Persona via 258 filter options

23. @billhunt
#SESAtlanta
Cost of Buy Cycle Misalignment
CatBuy Cycle
Total Inspiration Discovery Design Purchase Relationship
Brand
Market
Paid
Earned
Missed 0*
Branded
Technology
Market 334M 38M 272M 98K 1M 23M
Paid 4M 52K 4M 348 34K 1,608
Earned 200M 34M 150M 6.6K 900K 15M
Missed 130M 3.5M (9%) 118M (44%) 92K (7%) 203K (18%) 7.7M (34%)
Technology
Market 610M 547M 51M 826K 1.3M 10M
Paid 15M 11.5M 3.6M 11K 20K 20K
Earned 207M 196M 5.7M 79K 58K 5M
Missed 388M 339M (62%) 42M (18%)
736K
(89%)
1.3M (94%) 5M (49%)
Missed
93%
Missed
82%

24. @billhunt
#SESAtlanta
Epiphany 4
Understand your economic value
“Show Me the Money”

25. @billhunt
#SESAtlanta
Employee Value Creation
• Employee wants to make $100,000
• Q1: Working 40 hours week what does
their billable hour need to be?

26. @billhunt
#SESAtlanta
Salary $100,000
Fica 6% $6,200
Medicare 1% $1,450
Fed Unem 0.8% $800
Worker Comp 3% $3,200
Benefits 25% $25,000
Non Billable $9,760
Assets 3% $3,000
Management 5% $5,000
Total - Salary/Overhead $54,410
Profit $154,410
Total Billable Revenue $308,820
Revenue Target $350,000
$164.27/hr

27. @billhunt
#SESAtlanta
Agency Fees
• Agency Fees of $100,000
• How will I make you money or save you
money?

28. @billhunt
#SESAtlanta
Missed Opportunity Matrix
Keyword
Global
Demand
Begining
SE Traffic
Percent of
Global
Demand
Current SE
Traffic
Percent of
Global
Demand
Avg.
Rank
Projected Visits
Est 1
Monthly
Visits
Added
Visits
Est 2
Monthly
Visits
Added
Visits
free mobile software 15,508 0 0.00% 53 0.34% 16 5% 775 722 10% 1,551 1,498
mobile application 4,668 52 1.11% 34 0.73% 3 233 199 467 433
free download nokia mobile
software 3,195 0 0.00% 160 5.01% 5 160 (0) 320 160
nokia mobile software 3,195 18 0.56% 19 0.59% 2 160 141 320 301
free nokia application download 1,850 0 0.00% 88 4.76% 5 93 5 185 97
mobile search 1,320 138 10.45% 175 13.26% 4 66 (109) 132 (43)
nokia 6680 free software
download 1,153 0 0.00% 58 5.03% 3 58 (0) 115 57
free nokia n70 software 1,148 0 0.00% 55 4.79% 7 57 2 115 60
nokia n70 free software 1,148 0 0.00% 63 5.49% 13 57 (6) 115 52
free software for nokia n70 188 0 0.00% 76 40.53% 12 9 (67) 19 (57)
Total 33,370 208 0.62% 781 2.34% 1,669 888 3,337 2,556
Value of a Visit $1.00
SE Visits for
Words
Listed
Monthly
Revenue
Annual
Revenue
Potential
Increase
% Increase
Current SE Traffic 781.00 $781.00 $9,372.00
5% 1,668.50 $1,668.50 $20,022.00 $10,650.00 113.64%
10% 3,337.00 $3,337.00 $40,044.00 $30,672.00 327.27%
Highlighted fields are variables that can be manipulated to create other scenarios.

29. @billhunt
#SESAtlanta
Cost of Not Ranking
Organic Search Activity Paid Search Activity Incremental Value of SEO Traffic
Keyword
Est. Searches
per Month
SE Visits
(Organic)
Share of
Clicks
Current Rank
Google
Impressions
(Google)
SE Visits
(PPC)
Click
Rate
Google
Average
CPC**
Percent of
Clicks
60%
Organic
Traffic
40%
PPC
Traffic
Organic
Missed
Opportunity
Inc/Dec Google
Traffic Cost
servers 3,577,799 1,827 0.05% Not in top 30 63,122 582 0.90% $8.35 5% 107334 71556 105,507 $880,983
server 3,254,094 625 0.02% 4 84,580 653 0.80% $5.92 5% 97623 65082 96,998 $574,227
anti virus 2,204,009 0 0.00% Not in top 30 12,642 1 0.00% $4.20 5% 66120 44080 66,120 $277,705
disaster recovery 1,145,552 0 0.00% Not in top 30 3,587 26 3.30% $11.69 5% 34367 22911 34,367 $401,745
security systems 617,880 0 0.00% Not in top 30 2,180 11 0.50% $10.86 5% 18536 12358 18,536 $201,305
web server 587,968 0 0.00% Not in top 30 178,729 1,920 0.70% $4.86 5% 17639 11759 17,639 $85,726
cad 569,746 0 0.00% Not in top 30 - 0 0.00% $3.03 5% 17092 11395 17,092 $51,790
amd 440,473 95 0.02% Not in top 30 81,832 73 0.10% $3.72 5% 13214 8809 13,119 $48,803
network backup 369,005 0 0.00% Not in top 30 1,844 48 2.60% $8.87 5% 11070 7380 11,070 $98,192
Total 12,766,526 2,547 0.02% 428,516 3,314 0.99% $6.83 382,996 255,331 380,449 $2,620,477
Additional Annual Cost for not ranking in
organic --> $31,445,725

30. @billhunt
#SESAtlanta
Opportunity Realized MatrixStart Projected Current Realized
Keyword Demand SE Visits
% of
Demand
Rank 3% 5% Visits Rank2 +/_ Added Visits Opp. Realized
girdle 33,100 0 0.00% NR 993 1,655 1 NR - 1 0%
shapewear 27,100 37 0.14% 36 776 1,318 159 26 10 122 16%
body shaper 12,100 16 0.13% 21 347 589 5 28 -12 -11 -3%
body shapers for women 5,400 0 0.00% NR 162 270 0 NR - 0 0%
shapewear for women 4,400 3 0.07% NR 129 217 2 NR - -1 -1%
plus size shapewear 2,400 1 0.04% NR 71 119 3 NR - 2 3%
shape wear 2,400 0 0.00% 28 72 120 20 27 1 20 28%
bodyshaper 1,900 1 0.05% 28 56 94 1 21 7 0 0%
shapeware 1,000 1 0.10% 36 29 49 4 26 10 3 10%
body shapewear 880 0 0.00% 21 26 44 0 NR -9 0 0%
body slimmers 880 18 2.05% 8 8 26 2 13 -5 -16 -190%
mens shapewear 880 23 2.61% 11 3 21 25 7 4 2 59%
shapewear underwear 880 0 0.00% NR 26 44 0 NR - 0 0%
strapless shapewear 880 0 0.00% NR 26 44 0 NR - 0 0%
bridal shapewear 720 0 0.00% NR 22 36 11 21 9 11 51%
body shaper underwear 590 0 0.00% NR 18 30 18 NR 18 18 102%
Total 135,930 131 0.10% 3,947 6,666 332 201 5%
Value of a Visit $120.00
SE Visits for
Words Listed
Site
Conversion
Monthly
Revenue
Annual
Revenue
Potential
Increase
% Gain
Starting SE Traffic 131 5 $15,720 $188,640 -
Projected @ 3% of
Opportunity
3,947 158 $473,628 $5,683,536 $5,494,8962912.90%
Current SE Traffic (Jan 2012) 332 13 $39,840 $478,080 $289,440 153.44%

31. @billhunt
#SESAtlanta
Leverage “KMAE” Reports
25% increase in Natural Search Traffic Increased
SEO Revenue by 45%

32. @billhunt
#SESAtlanta
32
98% of budget
Cost of Delegation

33. @billhunt
#SESAtlanta
Epiphany 5
The Future of Search is
Multidimensional Integration
We will fail unless we make it MORE Strategic

34. @billhunt
#SESAtlanta
What Does Search Marketing Offer?
The best opportunity marketers have
to engage “intent-driven” prospects
who have self-identified their category,
brand and/or product interest.

35. @billhunt
#SESAtlanta
The Connected Consumer
• Understanding the connected consumer journey is
essential to optimizing marketing
• to the right consumer,
• with the right message,
• at the right touchpoint,
• on the right screen,
• at the right time.

36. @billhunt
#SESAtlanta
Guiding & Influencing the Buyer
Source: http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey

37. @billhunt
#SESAtlanta
Bingo Content Matrix

38. @billhunt
#SESAtlanta
Bingo Content Matrix
Learn Shop Buy Get Use
Learn Asset 1 Shop Asset 1 Buy Asset 1 Get Asset 1 Use Asset 1
Learn Asset 2 Shop Asset 2 Buy Asset 2 Get Asset 2 Use Asset 2
Learn Asset 3 Shop Asset 3 Buy Asset 3 Get Asset 3 Use Asset 3
Learn Asset 4 Shop Asset 4 Buy Asset 4 Get Asset 4 Use Asset 4
Learn Asset 5 Shop Asset 5 Buy Asset 5 Get Asset 5 Use Asset 5

39. @billhunt
#SESAtlanta
Shop Asset 2 Keyword Mix
Learn of Asset Aware of Asset Mobile Location
Best Blended Irish
Whiskey
Jameson Black Barrel
for Jameson Ginger
Jameson Black Barrel
750 ml price
Jameson Black Barrel In
Stock
Blended Irish Whiskey
on sale
Jameson Black Barrel
750 ml price
Jameson Black Barrel
750 ml price
Jameson Black Barrel
750 ml price Crazy
Bruce
Irish whiskey from
Twitter Recipe
Jameson Black Barrel
750 ml price
Jameson Black Barrel
750 ml price Boston
Jameson Black Barrel
vs. Select
Jameson Black Barrel
750 ml price Crazy
Bruce
Where to Buy Jameson
Black in Windsor

40. @billhunt
#SESAtlanta
Listening +
Understanding
Connecting +
Interacting
Shared Language
Intent
Triggers
Motivations
Emotions
Barriers
Facilitators
Behaviors
Device
Location
Context
Experience
Content
Next Generation Approach
Customer Experience Optimization is dynamic because
consumers/customers are constantly changing
40

41. @billhunt
#SESAtlanta
Take Away Actions
• Leverage search data to take our position at the center of the
universe and drive change
• Understand why your organization does what it does and
integrate change into the existing process using “Force
Multipliers”
• Deploy KPI’s and Metrics that “Enhance your Agenda” and “Show
the Value of Your Efforts”
• Find opportunities to connect with the Connected Consumer

42. @billhunt
#SESAtlanta
Thank You!
bill@back-azimuth.com