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Making Organic Search Work

Jon Bentley Head of Marketing. Making Organic Search Work. Emap Construct. Plan of Action for today. Strategic Importance of Organic Search marketing Planning & Partnership Implementation Measurement Maintenance & Service. SPPIMMS. Search Strategy.

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Making Organic Search Work

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  1. Jon Bentley Head of Marketing Making Organic Search Work

  2. Emap Construct

  3. Plan of Action for today • Strategic Importance of Organic Search marketing • Planning & Partnership • Implementation • Measurement • Maintenance & Service SPPIMMS

  4. Search Strategy “When it comes to strategy, ponder less and do more.” Jack Welch

  5. Strategic Importance of Search • Business Context • Magazine growth slows • Customers go online • Revenues go online • Customers will find your pages online. • Or they won’t. • 80% of all commercial transactions online start with an online search.

  6. Customers online: The Value Chain Low Volume / High Value Addicts Customers High Volume / Low Value Registrants Visitors Search Universe

  7. Search Strategy “Content is King.” “Editorial is the new marketing?” “Marketing is the new editorial?”

  8. Planning & Partnership • Before you start, clear goals: • Home page at the top of the listings for your organic search on specified terms • Increased traffic to your interior pages • More subscriptions • Who are the internal and external partners who will get you there: • Editorial • IT/Web development • Marketing • Search specialists • Publisher/Business Manager

  9. Implementation • To get your home page to the top of the listing you must: • Know what your top six to ten search terms are • Know who can integrate these terms into your meta-tags and visible copy • Create a site that is rich with relevant content

  10. Measurement • What numbers are you going to use to measure success: • Traffic • Orders • Return visitors • Ranking against competitors for specific search terms • What tools can you use to measure success: • Webtrends • Google analytics • Fulfilment bureau • Third party reports

  11. Maintenance & Service “The Google Dance”

  12. Case study: Planning & partnership • Before you start, clear goals: • Increased traffic, particularly to our online “order-form” • More subscriptions at a bundled price • Who are the internal and external partners who will get you there: • Editorial: Lisa Glancy • Web development: David Palgrave • Marketing: Ben Wood • Search specialist: Vanessa Reid (Internal)/Academy Internet (External) • Publisher/Business Manager: Fergus Wilson

  13. Case study: Implementation construction news, construction magazines, construction industry news, construction information, construction company directory, CN online

  14. Case study: Implementation • Build a site that is search engine friendly • Create a site that is rich with relevant content • Manage your visitors when they arrive

  15. Case study: Measurement • Webtrends for Traffic • Tower for Orders

  16. Case study: Measurement Online tools: http://tools.summitmedia.co.uk/spider/

  17. Case study: Maintenance “The Google Dance” • Keeping competitive • Newsletters • Websites • Agencies • Search engines

  18. Plan of action: • Who is the organic search team in your business? • Publisher/Online Editor/IT developer/Marketing Search Specialist • Key destination page for new visitors? • Review top six search phrases? • Who will make the changes to your site? • What do you want visitors to do when they reach the page?

  19. Conclusion • Online search engines are changing the fundamentals of marketing • Delivering new customers online is a partnership across departments • Relevant content, properly presented is vital (for readers and for search-engine spiders) • Publishers are lucky: Delivering quality content is what we do

  20. Review Do more, with more people – as quickly as you can Start or expand your Pay per Click campaign tomorrow Start reviewing your organic search strategy today

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