hunt turning simple changes
DESCRIPTION
Presentation from SES Chicago on how simple changes can increase visits and sales.TRANSCRIPT
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Turning Simple Changes into Big Profit
Presented by
Bill Hunt
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Google Snippet
When was the last time you checked your companies description in Google or that of your client?
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Optimize Search Results
Due to the flash problem with the sites, many snippits are less than optimal
Search Phrase: Ford SUV
Search Phrase: Ford truck fuel efficiency
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Paid Search Ads
When was the last time you checked on your paid search ads?
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Check Your Translations
When was the last time you had a native speaker check the quality of your localization?
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Mistakes With “Word for Word” Translation
Not translated 「ホテル名」
「 US$40 以下」
「 US$200 以上」
「 US$ xx以上、 US$ xx以下」
「 111 件中 1 番目から 20 番目のホテル」
This should be on the right side of the currency box.
???Wrong character
「ホテル名」
「全てのホテルを表示する」
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Get the info to buy
When was the last time you were frustrated to had to register to get the simplest data about a product?
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Visited by Mobile Phone
When was the last time you visited your site by mobile or iPhone?
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Home Page invisible on iPhone
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18
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Integrate Paid and OrganicHow Many of you integrate paid and organic search
data to find opportunities?
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Leverage Paid + Organic Data
Identify missed opportunities – paid and organic
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Maximize Paid and Organic Integration
• What keywords are really converting in paid and organic?
• What are “low-hanging fruit” that can be optimized
Fixing copy on #1 organic listing saved $24k in 1st month
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Leverage Scorecards
How many of you use scorecards to motivate brands or to foster integration with traditional media?
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Deploy Performance Metrics
Leverage Scorecards for governance to ensure consistent global performance goals are achieved.
Helps prioritize resource allocation
Effectively blend paid search and natural search for brand awareness and lead generation
IBM’s global search performance increased
500% when BU level performance metrics
implemented
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Deploy Integration MetricsLeverage Scorecards for governance to ensure
consistent integration performance goals are achieved.
Effectively advertising and search for brand awareness and lead generation
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Test Your Site
Act like a customer and see where you have bugs.
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Digital Asset Optimization
How many are doing Digital Asset Optimization?
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37,000 social media content pages flood Google for Sony Bravia
Often videos, blogs and Social Media bookmark sites outrank brand pages
Blended Search ResultsBlended Search Results
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Audience Participation
How many are focused on searcher interests?
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Develop Content to Satisfy Searcher Needs
How To related searches
80,000 searches monthly
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Contact Me
Bill Hunt
Tel: 860.604.8063
Twitter: billhunt
Email: [email protected]
Blog: www.whunt.com