strategic insights study marketing strategy sample
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Penton Digital Research Strategic Insights Study Marketing Strategy SampleTRANSCRIPT
Strategic Insights StudyClient XYZ | October 1 – December 31, 2013
Client XYZ
Building a Marketing & Engagement Roadmap
Additional Marketing Opportunities
Pentonmarketingservices.com | 3
Client XYZ SEO RecommendationsWebsite Crawler Errors
Missing Meta Description Tag
Duplicate Page Title
Duplicate Page Content
Title Element Too Long (> 70 characters)
Too Many On-Page Links
4XX (Client Error)
100 300 500 700 900 1100
Missing Meta De-scription Tag
Duplicate Page Ti-tle
Duplicate Page Content
Title Element Too Long (> 70 char-
acters)
Too Many On-Page Links
4XX (Client Error)
Errors and Warnings
1031 140 38 24 11 9
1031
140
38
24
11
9
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Client XYZ SEO RecommendationsMeta Data Display Example
Title within character length but no descriptors that could be useful in organic search
Complete lack of meta description or keywords that could be used to find the site through organic search results
Acceptable number of on-page links
Header Title is H2, rather than H1, and doesn’t include any descriptors or words that could be considered useful for organic search
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Definitions:Root Domains – The domain name you need to register with a TLD extension.
Examples:
*.Client XYZ.com
*.wordpress.com
Subdomains – The “third level” domain name that is free to create under another owned root domain.
Examples:
Cleanseries.Client XYZ.com
shopping.hp.com
Subfolders – The folders within a root domain address.
Example:
Client XYZ.com/products/weight-management
Competitor 1foods.com/products
Search engines use various metrics to determine website credibility and relevance. Metrics applied to pages of a website are things such as PageRank. Thoughout years of experience, observation and testing, SEO experts have observed some steady patterns of behavior including the following:
• Individual pages benefit from being on power subdomains and root domains.
• Individual subdomain pages DO NOT always inherit the positive metrics and ranking ability of other pages within a root domain.
• Some subdomains GET NO BENEFIT from the root domain they’re on.
• Individual subfolder pages DO appear to receive all the benefits of the root domain and behave remarkably similarly, no matter what subfolder under a given subdomain they are on.
Client XYZ SEO RecommendationsSubdomain vs. Subfolders Strategy Recommendations
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Client XYZ SEO RecommendationsRoot Domain/Folder Structure Example – Competitor 1
Competitor 1 employs a single domain brand strategy with multiple subfolders, which creates a consistent URL structure for all high level categories and products on its website: http://www.Competitor 1foods.com
Competitor 1’ single domain strategy, paired with multiple subfolders, give priority pages sitelinks in short tail keyword searches such as “Competitor 1”.
Top Organic Listing
Sitelinks
Amazon and Google Product Optimization
Tips to optimize for Amazon and Google as well as a product listing example
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Amazon Product OptimizationNew Product Example
Client XYZ is not currently utilizing Amazon as a sales platform, but this is how one of their products would appear should they decide to use product feeds outside of their own site.
Properly sized image
File name is proper length and includes research approved keywords
Allows for reviews and rating of products
Overview of product includes important and engaging bullet points
Pentonmarketingservices.com | 9
Google Product OptimizationCurrent Product Example
Sold by third party retailers rather than directly from Client XYZ
Some description but none that coincide with descriptors from the Client XYZ site and no relevant, research approved keyword that can be used for organic search
Pentonmarketingservices.com | 10
Google Product OptimizationProduct Example
Description fits within limits and includes research approved keywords
Product sold via Client XYZ site rather than a third party retailer
Title fits within character limits and includes research approved keywords
Thank YouKrista Montes de OcaSenior Strategic Insights Analyst
(571) [email protected]
Jen CintoraSocial Media Coordinator
(970) 203-2855
Julia NiiroPractice Lead, Business & Social Strategy
(970) [email protected]