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SEMPO Title Slide S EARCH  E NGINE  M ARKETING  P ROFESSIONAL  O RGANIZATION CASE STUDY Bill Hunt Board of Directors,  Search Engine Marketing  Professionals Organization (SEMPO)
IBM: Large Corporate Web Site ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],Success with Search for IBM is defined by:
100% Visibility on page 1 Deploying each programs road map around the world as locally relevant. Superior web experience  Serving the right page, with the right content and offers, and online assistance in every market. Aligned back-end systems Integrated into the 360 campaigns for ongoing nurturing/live assist, etc. Three steps are required to achieve success 1 2 3 Organic Paid 1 2 3 4 OTM N/R Follow-up Email R Newsletter
Building the Case
Current State Diagnostics Percent of Target Visitors Search Visibility Ranking Monthly Searches 180,807 Unique Visitors 128 % Visits  0.07%
Site Wide Algorithm Compliance Audit ,[object Object],[object Object],[object Object],Diagnostic Area Next Steps  Site Spiderability Detect any barriers to spiders  Review page inclusion and frequency of updates Link Popularity Quantity & Quality of links to the site Algorithm Compliance Template layout  Keyword Prominence  Unfriendly design attributes Preferred Landing Page Development
Making Templates SE Friendly ,[object Object],[object Object],[object Object],[object Object],Before Optimization: Ranked  #175 of 1.4  million pages in Google
Making Templates SE Friendly ,[object Object],[object Object],[object Object],[object Object],After Optimization: Ranked #1 or #2 in all Google and Yahoo countries 85% of all traffic to page is from search engines “ Depth of Interaction” increased 500%
[object Object],[object Object],Category Page Performance ,[object Object],[object Object],[object Object]
Search Optimization Scorecard ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],60% of the time invisible 13% of the wrong page appears 17% of the time we get it right
IBM Results ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Keyword Ranking Traffic from Search Conversions Pages Indexed
PAID & ORGANIC INTEGRATION
Leverage Paid + Organic Data ,[object Object],[object Object],[object Object]
Case Study  ,[object Object],[object Object],[object Object],[object Object],Combined PPC & Organic Data
What happened when?  ,[object Object],[object Object],[object Object],[object Object],[object Object],Combined PPC & eMail Marketing
What happened when?  ,[object Object],[object Object],[object Object],[object Object],Intent Modeling & Landing Pages
Pharmaceutical Site  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Deployment of Optimized Words CPC reductions  from eradication of expensive, low production keywords CTR improvements  from focus on high converting words/ engines Immediate increase in click rate and cost reduction!
Almost Immediate Decrease in Cost while gaining more qualified visitors Once high rankings appeared we  Attracted more targeted people at  Lower cost per visit
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Overall Results
Q & A

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Enterprise Search IBM Case Study by Bill Hunt

  • 1. SEMPO Title Slide S EARCH E NGINE M ARKETING P ROFESSIONAL O RGANIZATION CASE STUDY Bill Hunt Board of Directors, Search Engine Marketing Professionals Organization (SEMPO)
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  • 4. 100% Visibility on page 1 Deploying each programs road map around the world as locally relevant. Superior web experience Serving the right page, with the right content and offers, and online assistance in every market. Aligned back-end systems Integrated into the 360 campaigns for ongoing nurturing/live assist, etc. Three steps are required to achieve success 1 2 3 Organic Paid 1 2 3 4 OTM N/R Follow-up Email R Newsletter
  • 6. Current State Diagnostics Percent of Target Visitors Search Visibility Ranking Monthly Searches 180,807 Unique Visitors 128 % Visits 0.07%
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  • 13. PAID & ORGANIC INTEGRATION
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  • 19. Deployment of Optimized Words CPC reductions from eradication of expensive, low production keywords CTR improvements from focus on high converting words/ engines Immediate increase in click rate and cost reduction!
  • 20. Almost Immediate Decrease in Cost while gaining more qualified visitors Once high rankings appeared we Attracted more targeted people at Lower cost per visit
  • 21.
  • 22. Q & A