1 / 21

Maximizing Organic Search Impact: Strategic Planning Guide

Discover the strategic importance of organic search in today's digital landscape. Learn how to plan, implement, and measure the success of your search strategy effectively. Take proactive steps to enhance your online presence and drive valuable traffic to your website.

conan-sutton
Télécharger la présentation

Maximizing Organic Search Impact: Strategic Planning Guide

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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

More Related