Dan Marques, director of online marketing and analytics, Gemvara Chris Kenney, associate director of online marketing and analytics, Gemvara and former search marketing manager, VistaPrint

1. Leveraging the Long Tail Chris Kenney Dan Marques

2. Agenda About Us Why Leverage the Long Tail Examples How to do it SEO Paid Search CSE Q&A

3. About Us Chris Kenney Dan Marques

4. Why??

5. Example - Amazon Amazon.com makes 57% of sales from keywords outside of the "popular" terms 37,000,000 results in Google 25% of books sold are outside the top 100,000 best sellers carried by traditional retailers (5M titles) Amazon Merchant program allows massive inventory with $0 inventory risk

6. Example - Netflix Netflix has over 100,000 titles on DVD Mix 30/70 New Releases vs. All Other Titles Blockbuster retailers generates approximately 90% of its rentals from new releases Algorithmic ratings and reviews powered by the community facilitates discovery 61% of the Netflix’s 15 million subscribers have rented a movie or TV show streamed over the Internet in the past year

7. Example - Gemvara Over 1 billion jewelry SKUs Every piece customizable in 25 gemstones and 8 precious metals Capitalizing on Trends – Black Diamond Engagement Tails within Tails

9. How to Do It - SEO Create Flat Site Architecture that is Spider Friendly Rules based content creation and meta data Over time build relevant, unique content. (Reviews, Discussion Forums, Blogs, etc) Get powerful in links deep into your site to promote crawling Reduce the number of low value pages with ‘no index’

10. How to Do It - PPC Build tight knit ad groups, bid on all three match types. Use broad match as your learning ground for keywords you should be adding in exact match and as negatives. Build a scalable and automated process for keyword build outs and bidding The additional layer of granularity leads to: More efficient bidding Higher CTR’s Improved Conversion Rates Higher Quality Scores Lower CPCs

11. How to Do It - CSE Auto-generate product pages and feed capability Build large organized feed with as many fields as possible Submit to multiple CSEs to get maximum exposure (include Google Product Search - it’s free) Optimize bids over time

12. How to Do It - CSE

13. Q&A