rise interactive - istrategy atlanta

SEO Category AnalysisJon Morris, CEO of Rise Interactive

AT&T Stock Market Challenge

April 7, 1992

The IIM Challenge

Same Budget

Same Website

One Winner

9 Internet Marketing Channels

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SEO Blocking and Tackling

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- Prioritization- Content Development- Analytics

Competitive Edge

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- Category Analysis- Category Coverage- Content Analysis- Probability of Success- Relevance- Estimate ROI by Category- Create SEO Roadmap

Prioritization

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Category Analysis: Identification

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Category Analysis: Rank

Category 1 RankCategory Term 1 11

Category Term 2 43

Category Term 3 35

Category Term 4 10

Category Term 5 38

Category Term 6 82

Category 2 RankCategory Term 1 5

Category Term 2 3

Category Term 3 7

Category Term 4 14

Category Term 5 1

Category Term 6 82

Color CodeRanking Well 1-10

Room for Improvement 11-30

Needs Improvement 31-100

Not Ranking NR

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Category Coverage

Your Site

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Category Analysis: Traffic

Category Traffic

Category 1

Category 2

Category 3

Category 4

Category 5

Category 6

Color CodeLots of TrafficSome TrafficNone to Little Traffic

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Probability of Success

Category 1

Companies # of Links Link Quality

Your Company 12,024 6

Competitor 1 1,312 4

Competitor 2 9,045 3

Competitor 3 50 5

Competitor 4 6,523 5

Competitor 5 186 3

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Probability of Success

Category 2

Companies # of Links Link Quality

Your Company 12,024 6

Competitor 1 1,312,078 8

Competitor 2 978,045 7

Competitor 3 50,457 9

Competitor 4 16,523 7

Competitor 5 186,687 9

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Content Analysis

Category Traffic

Category 1

Category 2

Category 3

Category 4

Category 5

Category 6

Color CodeLots of Content

Some Content

No to Little Content

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Relevance

Category Traffic

Category 1

Category 2

Category 3

Category 4

Category 5

Category 6

Color CodeVery Relevant

Somewhat Relevant

Not Relevant

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Estimated ROI

Category CTR Conv. Rate AOV

Category 1 1% 5% $120

Category 2 3% 4% $100

Category 3 8% 10% $180

Category 4 0.5% 0.5% $60

Category 5 5% 15% $160

- Paid Search Analytics- Web Analytics

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SEO Road Map

Category Coverage Traffic Content Probability of Success

Relevance EstimatedROI

Category 1

Category 2

Category 3

Category 4

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- Web Site- Aggregated Content- Newly Developed Content- User Generated Content

Content Development

IIM in Its Infancy

1792 2011

↖ Top 5 Positions In Search Engines↖Account For 43% Of Clicks

Source: Slingshot SEO via http://www.seomoz.org/blog/mission-imposserpble-establishing-clickthrough-rates: June 2011

Web Analytics

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Web Analytics

Page 2 through 5

Keyword Traffic Rank

Keyword 1 100,045 11

Keyword 2 78,045 17

Keyword 3 50,457 22

Keyword 4 16,523 27

Keyword 5 5,435 32

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- Prioritize- Content Development- Web Analytics

Summary

Jon MorrisEmail: Jon.Morris@RiseInteractive.comPhone: 312-646-1251