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Planning & Developing SEM Strategy - PETCO - Corinne Blair. 6.1.14__FINAL PROJECT.pdf

  1. Search Engine Marketing Plan Petco.com By: Corinne Blair June 1, 2014 Planning and Developing Your Search Engine Marketing Strategy UCI Extension (Mgmt X461.24)
  2. What value can Petco expect from improved search marketing?
  3. Web site Conversion • Target Conversion: Shopping cart check-out • Average Transaction Value: $21.99 • Utilize Google Analytics to measure success.
  4. Targeted Keywords Keyword Types: 1. Product categories 2. Brand names 3. Problems to solve (i.e., cat weight loss; cat nutrition) What keywords make sense to target? 1. Cat Food Ratings 2. Cat Food Reviews 3. Best Cat Food
  5. Google Trends Insights
  6. Organic Search Keyword Focus: Cat Food Ratings Current Top Ranking Sites www.petfoodratings.org/quick-cat-food-reference-table/ www.petfoodratings.org/cat-food-listings-reviews/ www.petfoodtalk.com/catfoodreviews/ www.goodguide.com › Categories › Pet Food
  7. Organic Search Revenue Optimization $18,059 Annual Yearly Revenue
  8. Paid Search - Competitors
  9. Paid Search – Petco.com
  10. Paid Search Revenue Optimization $12.040 Annual Yearly Revenue
  11. Content Marketing Click & Land
  12. Content Marketing - Competitors PetSmart.com Chewy.com
  13. Web site Conversion How Petco.com can persuade more visitors to complete the “Check-out a Shopping Cart” conversion?
  14. Conclusions/Recommendations Target Keywords – Cat Ratings, Cat Reviews, Best Cat Food Increase PPC Ad bid strategy to help improve SEO Organic Ranking Landing Page Optimization Local Search Targeted Display Networks Content Marketing
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