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Competitive intelligence - Pubcon 2013

Social media provides recognizable brands with the means to connect with consumers outside of traditional advertising. However, the reach of these social media initiatives creates additional risk for businesses online.

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Competitive intelligence - Pubcon 2013

  1. 1. Protecting Your Brand Brian McDowell Director of Search Intelligence Conductor, Inc
  2. 2. THE CONDUCTOR TEAM 2 WHO WE ARE •Founded in 2006 •Offices in New York and San Francisco SEO LEADERSHIP •150+ pieces of SEO thought leadership in 2012 •C3 , the largest user conference in enterprise SEO •Dedicated to raising the profile of search marketers CONDUCTOR SEARCHLIGHT •Supporting SEO success for over 5,000 leading brands •$4.5B in SEO revenue under management •6TB of SEO data collected weekly @Conductor
  3. 3. DOMAIN CLUSTERING (Pre) Keyword: Bed Bath and Beyond Wedding Registry GMSV: 9,900 @Conductor
  4. 4. DOMAIN CLUSTERING (Post) Keyword: Bed Bath and Beyond Wedding Registry GMSV: 9,900 @Conductor
  5. 5. DOMAIN CLUSTERING @Conductor
  6. 6. Building a Competitive Database Keywords SelectionKeywords Selection SERP extractionSERP extraction Saturation and Avg. Position CalculationSaturation and Avg. Position Calculation Competitor Categorization and TrendingCompetitor Categorization and Trending New Competitor AlertingNew Competitor Alerting 1 2 3 4 5 @Conductor
  7. 7. Top 50%Top 50% by Avg. Rankby Avg. Rank Top 50%Top 50% by Saturationby Saturation Saturation and Average Ranks 800 keywords x 100 positions 800,000800,000 Site/Keyword/PositioSite/Keyword/Positio n Data pointsn Data points Can subdivide by Category for Ecommerce Sites / high variability on competitor domains Domain % Saturation Average Rank Competitor.com Competitor.net Competitor.org 68.35 59.73 58.47 3.2 6.7 2.4 @Conductor
  8. 8. @Conductor
  9. 9. How do they do it? @Conductor
  10. 10. @Conductor
  11. 11. @Conductor
  12. 12. @Conductor
  13. 13. @Conductor
  14. 14. @Conductor
  15. 15. @Conductor
  16. 16. Look at Competitor Visability @Conductor
  17. 17. Audit HTML – Crawl vs List @Conductor
  18. 18. THANK YOU We are hiring! http://www.conductor.com/about/careers BRIAN MCDOWELL Director of Search Intelligence Conductor, Inc
  19. 19. Appendix www.youtube.com/yt/creators/playbook.html • “Likes and Favorites increase your video’s ranking in search” • “Having a lot of responses to your content helps improve your search ranking” • “Publishing content regularly will improve your ranking in the algorithm” • “More content will lead to more viewership and better ranking in the algorithm” • “Metadata is critical to building views from search and related videos as it greatly affects the algorithm” • Write good compelling titles – Keywords first and brand at the end • Write good tags – mix of common and specific, ordering, variations, use quotes for phrases. Use 12+ and fully utilize the 120 character limit • Mirror the title of the video to the tags using the same order • “The algorithm favors comprehensive descriptions” • Comprehensive descriptions should have the most compelling information first (above the fold). Include links, keywords and helpful information (transcribe) • In description – link to your channel page, subscription link, social media links and links to other relevant videos • “YouTube’s search algorithm favors videos that drive traffic to other videos, playlists, channels, or subscriptions via linked annotations” • Having your videos listed in playlists improves your contents ranking in the algorithm

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Social media provides recognizable brands with the means to connect with consumers outside of traditional advertising. However, the reach of these social media initiatives creates additional risk for businesses online.

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