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Search Engine Marketing

FOR INTERNAL USE ONLY. Search Engine Marketing. Presentation to the Business Group Representatives July 2006. SECTION 1 Introduction SECTION 2 Definition SECTION 3 How to achieve a top rank in Search Engines SECTION 4 'www.ubs.com' audit SECTION 5 Ethical Practices

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Search Engine Marketing

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  1. FOR INTERNAL USE ONLY Search Engine Marketing Presentation to the Business Group Representatives July 2006

  2. SECTION 1 Introduction SECTION 2 Definition SECTION 3 How to achieve a top rank in Search Engines SECTION 4 'www.ubs.com' audit SECTION 5 Ethical Practices SECTION 6 Next Steps APPENDIX Facts & FiguresGlossary Table of Contents

  3. Goals of this Workshop • Share the key findings of www.ubs.com analysis • Provide insight on the key areas of organic search optimization • Inform on technical modifications currently being pursued • Empower for decentralized optimization of website content and link strategy • Question & Answers

  4. Project Milestones – what has happened so far Analysis carried out and decisions taken • Initial Desk Analysis (Global Advertising and Communications Services) • Recommendation: to engage into Search Engine Marketing • Go-decision from Beni Eggli • UBS to engage in search engine marketing to increase UBS' accessibility and to support the brand • 1st workshop with 'SEM 101' • Pilot with external agency analyzing our ubs.com website • 2nd workshop today

  5. SECTION 1 Introduction

  6. Over 85% of internet users use search engines to find products and services on-line.

  7. Sponsored Links Sponsored Links Organic Search

  8. 93% of searchers will look no further than the first page of search results

  9. 6 out of 7 clicks come from an organic search index

  10. no. 1 position for UBS for the keyword 'wealth management' 6 out of 7 clicks come from an organic search index

  11. no. 1 position for UBS for the keyword 'You and us' no. 1 position for UBS for the keyword 'wealth management' 6 out of 7 clicks come from an organic search index

  12. Google is clear no. 1 of the search engine market with SOM of more than 60% (varying regionally) Est. SEM spending in Europe € 1.4bn in 2005 (+65% vs. PY) On-line advertising represents approx. 4% of the total spent by advertisers in 2005 (+60% vs. PY)

  13. SECTION 2 Definition

  14. Definition • Search Engine Marketing is using web searches for brand and product promotion • Search Engine Marketing aims at creating optimal visibility and placing of a company's web pages within specific search results

  15. Positioning of Search Engine Marketing Connect off-line and on-line marketing activities Off-line On-line E-marketing in general and search engine marketing in particular have not been a primary focus so far The on-going advertising campaigns focus mostly on classic media The UBS website has established itself among the leading corporate websites in Europe IR Global, Halvarsson, NZZ Delivering by its key objectives

  16. Search Engine Optimization Key areas for optimization of organic search results Optimization is complex: • Google uses over 100 (undisclosed!) criteria to rank a site's relevance Key areas for optimizing organic search results are: 40% Website Content 40% Link Popularity 20% Technical Specification

  17. SECTION 3 How to achieve a top rank in Search Engines

  18. Search Engine Optimization Key areas for optimization of organic search results InvisiblePage Information Images and Flash Page Content and Text UBS Internal Competition 40% Website Content 40% Link Popularity 20% Technical Specification External Competition Technical Aspects External Partners UBS Information hierarchy

  19. Page Content and Text 40% Website Content 40% Link Popularity 20% Technical Specs Vegetarian Dog Food – Does it stand a pup's chance?

  20. Page Content and Text 40% Website Content 40% Link Popularity 20% Technical Specs Keyword Definition When defining keywords, it is crucial to find the right balance between: Understanding the prospects and clients • What keyword would they type into the search engine? • Speak the language of your customer • What are they looking for? • generic banking solutions or product names? • Consider the popularity of the respective keyword • (can be checked on 'www.wordtracker.com') • Portraying our products and services accurately • To ensure relevance and avoid frustration among user

  21. Page Content and Text 40% Website Content 40% Link Popularity 20% Technical Specs Keyword Integration Search Engines are looking for signals which suggest that our site is an accurate match for their keyword: • Use keyword repeatedly in the text without stuffing the page • Use synonyms for the keyword  1 keyword per page  text quality: stay on the topic  300 – 400 words of keyword rich copy per page  keyword/synonym ratio of 7 – 10% of copy is optimum

  22. Page Content and Text 40% Website Content 40% Link Popularity 20% Technical Specs Keyword Use • The most effective places to put keywords on a page are: • Page title • In headings • Within links • In the first 25 words of text on the page • In the file name (i.e. the URL) • Repeated throughout page content text • In the meta tags

  23. Page Content and Text 40% Website Content 40% Link Popularity 20% Technical Specs Page Language • Google recognizes the language of a page. A page must be in the language of its target market and so must the keywords be. Google takes this as a sign of quality and relevance • e.g. Google Switzerland: 'Vermögensverwaltung' = UBS with no. 38 ranking

  24. Invisible Page Information 40% Website Content 40% Link Popularity 20% Technical Specs Meta Tags • Spiders read meta tags because they act as a summary of the content of a given page

  25. Images and Flash 40% Website Content 40% Link Popularity 20% Technical Specs Alt Text Spiders can't read images. Alt text can be used to 'translate': • Images (also UBSHeadline font) • Flash content (must be discussed with flash content provider)

  26. UBS-Internal Competition 40% Website Content 40% Link Popularity 20% Technical Specs Avoid weakening the ranking through competing pages • Many regional WM pages competing for the same keyword • Build a portal?

  27. External Competition 40% Website Content 40% Link Popularity 20% Technical Specs • External sites competing for the same keywords • Keywords competing: 'Wealth Management' vs. 'Private Banking' • Check keyword popularity, but speak the customer's language

  28. Excursus: Keyword Popularity Source: pilot by bigmouthmedia

  29. Excursus: Keyword Popularity Source: pilot by bigmouthmedia

  30. Some optimization for keyword 'funds' No optimization for keywords'mutual funds' or'investment funds'

  31. External Partners 40% Website Content 40% Link Popularity 20% Technical Specs Inbound links are crucial • The number and the quality of links connecting to a site have a positive impact on the importance of the site • For UBS it is advisable to focus on the quality links connectingto our site

  32. External Partners 40% Website Content 40% Link Popularity 20% Technical Specs Inbound links are crucial Principal links: • Government sites: '.gov' • Links from events or conferences • Sponsorship events • Finance fairs (Sibos, fund fairs) • Links from financial commentators/news sites • BBC, Bloomberg, financial press • Financial industry bodies • Swiss Bankers Association • Partner links • business partners, marketing partners, sponsorship partners

  33. External Partners: Marketing 40% Website Content 40% Link Popularity 20% Technical Specs

  34. External Partners: Marketing 40% Website Content 40% Link Popularity 20% Technical Specs

  35. External Partners: Marketing 40% Website Content 40% Link Popularity 20% Technical Specs

  36. External Partners: Sponsorship 40% Website Content 40% Link Popularity 20% Technical Specs

  37. UBS Information Hierarchy 40% Website Content 40% Link Popularity 20% Technical Specs • Spiders search top-down • The higher a page ranks in the page hierarchy the more important it is considered  Keep hierarchy flat by placing pages as few clicks away from UBS.com as possible

  38. UBS Information Hierarchy 40% Website Content 40% Link Popularity 20% Technical Specs

  39. UBS Information Hierarchy 40% Website Content 40% Link Popularity 20% Technical Specs Cross-Linking between pages An internally well-linked to document is considered more important and relevant than an obscured or 'hidden' page: • The more UBS pages link to your page and the higher up these pages are in the UBS web hierarchy, the better • Links to your page shall carry the keyword in the link button • 'more on credit cards' instead of 'more', 'click here' or 'go'

  40. Technical Analysis 40% Website Content 40% Link Popularity 20% Technical Specs Technical factors that prevent top rankings Spiderability problems • Some parts of the page are encoded into Java Script. Some links exist only in Flash files. Google cannot follow these links Duplicate content issue (example) • Problem: 'Welcome to UBS Funds'-page of Global AM exists twice, on ubs.com and ubs.co.uk Home page URL issue (example) • Problem: two competing URLs: 'ubs.com' and 'ubs.com/1/e/index.html' Missing Site map • Problem: our site does not have a sitemap Source: pilot by bigmouthmedia

  41. Technical Changes 40% Website Content 40% Link Popularity 20% Technical Specs These will be taken care of by our IT team • The English link behind the UBS logo is to be changed to not have a competition between www.ubs.com/1/e/index.html and www.ubs.com • The HTTP status code 302 (temporary redirect) for the various domains of UBS will be changed to 301 (permanent redirect), to give the following pages more weight • The UBS page structure will include a new (invisible) HTML heading structure as a means to boost our rankings • The language tag in the meta navigation will be re-written in html, not JavaScript, to allow search engines to reach different page language versions more easily • The Service Finder application will be used as a high-level sitemap to link to important pages • An improved description meta tag will help to increase our spiderability Source: pilot by bigmouthmedia

  42. Summary of Search Engine Optimization Issues ranked by significance Precondition: Allowing spiders to crawl our site with as little obstacles as possible (technical modifications needed; CC IT team). • CC for Corporate pages and Brand • Each BG decentralized for BG/segment/specific offering pages(Webmaster, Marketing and Advertising) • Title Tag • Anchor Text of Links • Keyword Use in Document Text • Accessibility of Document • Links to Document from Site-Internal Pages • Primary Subject Matter of Site • External Links to Linking Pages • Link Popularity of Site in Topical Community • Global Link Popularity of Site • Keyword Spamming

  43. SECTION 4 www.ubs.com Audit

  44. 'www.ubs.com' Audit Pilot conducted in March 2006 Audited Site: • 'www.ubs.com' Test Territory: • Switzerland (G, F, E) and Germany (G, E) Technical audit: • Reviews UBS site as it stands today and identifies key obstacles for further optimisation • Marketing audit: • Reviews website content regarding use of keywords • Reviews website regarding the link strategy/popularity

  45. Analysis: German Keywords and Swiss Engines A very mixed view. Mortgages as a core product perform weakly Source: pilot by bigmouthmedia, 03.2006

  46. Analysis: German Keywords and German Engines Wealth Management performs well, Asset Management is weak Source: pilot by bigmouthmedia, 03.2006

  47. Analysis: French Keywords and Swiss Engines Partially very weak performance Source: pilot by bigmouthmedia, 03.2006

  48. Analysis: French Keywords and French Engines UBS almost does not exist here Source: pilot by bigmouthmedia, 03.2006

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