BrightonSEO 2014 - Localizing SEO Performance
description
Transcript of BrightonSEO 2014 - Localizing SEO Performance
![Page 1: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/1.jpg)
![Page 2: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/2.jpg)
LOCALIZING SEO PERFORMANCE To develop a winning SEO strategy
![Page 3: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/3.jpg)
Rob Bucci Founder, CEO
![Page 4: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/4.jpg)
@STATrob #BrightonSEO
![Page 5: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/5.jpg)
LOCALIZATION & SEO
![Page 6: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/6.jpg)
LOCALIZATION, WHAT? The move towards SERPs that are modified by the location where the query is performed.
@STATrob
![Page 7: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/7.jpg)
WE’RE CURIOUS. How does localization impact searcher behaviour?
@STATrob
![Page 8: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/8.jpg)
HOW DO PEOPLE MODIFY THEIR SEARCH QUERIES TO FIND LOCAL SERVICES?
@STATrob
![Page 9: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/9.jpg)
HOW DO PEOPLE SEARCH FOR LOCAL SERVICES THAT AREN’T BRICK-AND-MORTAR?
@STATrob
![Page 10: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/10.jpg)
HOW DOES SEARCHER BEHAVIOUR CHANGE STATE-TO-STATE?
@STATrob
![Page 11: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/11.jpg)
ULTIMATELY, THE QUESTION IS: How can localized analysis help us to build better SEO strategies?
@STATrob
![Page 12: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/12.jpg)
SO, WE DID A CASE STUDY. On one of the largest providers of auto insurance in America.
@STATrob
![Page 13: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/13.jpg)
REVENUE (2012): $16.74 BILLION
![Page 14: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/14.jpg)
INSURANCE IS A BIG BUSINESS.
@STATrob
![Page 15: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/15.jpg)
VEHICLES INSURED BY GEICO IN THE UNITED STATES.
20 MILLION
@STATrob
![Page 16: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/16.jpg)
THE DATA SET
![Page 17: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/17.jpg)
WE PICKED A BASIC SET OF 33 SHORT-TAIL QUERIES.
33 KEYWORDS
@STATrob
![Page 18: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/18.jpg)
SEARCH VOLUME > 100 • auto insurance
• cheap auto insurance
• auto insurance quotes
@STATrob
![Page 19: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/19.jpg)
WE USED 5 DIFFERENT TYPES OF GEO-MODIFICATION.
5 VARIANTS
@STATrob
![Page 20: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/20.jpg)
GEO-MODIFICATION? Modifying a query with a place-name. For example [auto insurance] becomes [california auto insurance].
@STATrob
![Page 21: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/21.jpg)
UNMODIFIED Example: [auto insurance]
@STATrob
![Page 22: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/22.jpg)
SUFFIX Example: [auto insurance california]
@STATrob
![Page 23: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/23.jpg)
PREFIX Example: [california auto insurance]
@STATrob
![Page 24: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/24.jpg)
FOR SUFFIX Example: [auto insurance for california]
@STATrob
![Page 25: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/25.jpg)
IN SUFFIX Example: [auto insurance in california]
@STATrob
![Page 26: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/26.jpg)
33 KEYWORDS MULTIPLIED BY 5 VARIANTS GAVE US 165 QUERIES TO TRACK.
165 QUERIES
@STATrob
![Page 27: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/27.jpg)
WE TRACKED EACH SET OF 165 QUERIES WITHIN EACH STATE. Example: [california auto insurance] tracked on a california localized SERP.
@STATrob
![Page 28: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/28.jpg)
33 SHORT-TAIL KEYWORDS MULTIPLIED BY 5 VARIANTS ACROSS 51 U.S LOCALES.
8,415 QUERIES
@STATrob
![Page 29: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/29.jpg)
WE COLLECTED THE FOLLOWING DATA• Geico’s organic ranking
• local search volume (localized to the state)
• advertiser competition
• cost-per-click
@STATrob
![Page 30: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/30.jpg)
WE CREATED A WEIGHTED RANKING SCORE. Based on organic ranking and search volume. The score indicates the relative value of a ranking.
@STATrob
![Page 31: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/31.jpg)
RANKING WEIGHTSRank Weight
1 1.0
2 0.9
3 0.8
4 0.7
5 0.6
… …
10 0.1
![Page 32: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/32.jpg)
SIMPLE MULTIPLICATION Ranking weight x search volume = ranking score
@STATrob
![Page 33: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/33.jpg)
EXAMPLE: RANKING #2 WITH SEARCH VOLUME OF 6,600 Ranking of 2 = weight of 0.90.9 x 6,600 = ranking score of 5,940
@STATrob
![Page 34: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/34.jpg)
SO, WHAT DID WE LEARN?
@STATrob
![Page 35: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/35.jpg)
QUERY STRUCTURE
![Page 36: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/36.jpg)
TOTAL SEARCH VOLUME
Unmodified
Suffix
Prefix
In Suffix
For Suffix
0 75,000 150,000 225,000 300,000
30
8,650
10,730
18,530
251,430
![Page 37: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/37.jpg)
UNMODIFIED QUERIES WIN. Most searchers don’t geo-modify queries for local services without a brick-and-mortar location.
@STATrob
![Page 38: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/38.jpg)
AVERAGE COST-PER-CLICK
Unmodified
Suffix
Prefix
In Suffix
For Suffix
$0.00 $12.50 $25.00 $37.50 $50.00
$0.11
$5.08
$5.46
$7.15
$46.06
![Page 39: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/39.jpg)
UNMODIFIED QUERIES ARE EXPENSIVE. The average CPC of a unmodified queries is commensurate with their total search volume
@STATrob
![Page 40: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/40.jpg)
GEICO’S TOTAL RANKING SCORE
Unmodified
Suffix
Prefix
In Suffix
For Suffix
0 75,000 150,000 225,000 300,000
30
8,650
10,730
18,530
251,430
18
2,522
4,575
8,889
104,705
![Page 41: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/41.jpg)
UNMODIFIED QUERIES DRIVE GEICO’S ORGANIC TRAFFIC. It’s clear that the majority of Geico’s SEO traffic comes from unmodified searches.
@STATrob
![Page 42: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/42.jpg)
QUERY STRUCTURE MAKES A DIFFERENCE.
@STATrob
![Page 43: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/43.jpg)
WHAT DOES THIS TEACH US? Based on the previous data, one could use a PPC channel to drive a small wedge into Geico’s business.
@STATrob
![Page 44: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/44.jpg)
BUT, WE’RE ALL ABOUT SEO. When we break out the data into state-by-state markets, we can spot cracks in their armour.
@STATrob
![Page 45: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/45.jpg)
MARKETS MATTER
![Page 46: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/46.jpg)
BUT NOT ALL MARKETS
0
200
400
600
800
Alaska North Dakota Vermont
201261
340
630590700
Total Search Volume Total Ranking Score
![Page 47: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/47.jpg)
FOUR MARKETS MATTER. California, Florida, Texas & Michigan are Geico’s major source of organic traffic for auto insurance terms.
@STATrob
![Page 48: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/48.jpg)
TOTAL SEARCH VOLUME & RANKING SCORE
0
12,500
25,000
37,500
50,000
California Florida Texas Michigan
9,79813,62815,138
18,816 16,870
31,04029,070
40,580
Total Search Volume Total Ranking Score
![Page 49: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/49.jpg)
TOTAL MARKET COVERAGE
0%
25%
50%
75%
100%
California Florida Texas Michigan
58%44%
52%46%
![Page 50: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/50.jpg)
DON’T TRY TO COMPETE IN THESE MARKETS. Granted, they don’t have anything close to 100% coverage, but why chase them?
@STATrob
![Page 51: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/51.jpg)
“I SKATE TO WHERE THE PUCK IS GOING TO BE, NOT WHERE IT HAS BEEN.” -Wayne Gretzky
@STATrob
![Page 52: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/52.jpg)
LOOK TO THE MARKETS THEY’RE MISSING.
@STATrob
![Page 53: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/53.jpg)
THREE OVERLOOKED MARKETS
0
3,500
7,000
10,500
14,000
New York Illinois Washington
7472,0411,445
6,180
10,72012,370
Total Search Volume Total Ranking Score
![Page 54: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/54.jpg)
TOTAL MARKET COVERAGE
0%
25%
50%
75%
100%
New York Illinois Washington
12%19%
12%
![Page 55: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/55.jpg)
THE DEMAND IS THERE, BUT THEY LACK COVERAGE.
@STATrob
![Page 56: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/56.jpg)
HOW DO WE FORM A STRATEGY AROUND THIS INSIGHT? If we’re going to compete with Geico, we should first challenge them where they’re weak.
@STATrob
![Page 57: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/57.jpg)
SUMMING IT ALL UP
![Page 58: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/58.jpg)
QUERY STRUCTURE MATTERS. Make sure you understand how people are searching for your products/services.
@STATrob
![Page 59: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/59.jpg)
EVERYTHING IS LOCAL. Even searches that aren’t geo-modified are impacted by localization.
@STATrob
![Page 60: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/60.jpg)
LOCALIZED ANALYSIS EXPOSES OPPORTUNITIES. By going deeper, you can find areas your competition is missing.
@STATrob
![Page 61: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/61.jpg)
EVEN THE BIG GUYS HAVE EXPLOITABLE WEAKNESSES.
@STATrob
![Page 62: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/62.jpg)
YOU CAN DO ALL THIS RESEARCH ON YOUR OWN. You just need partners who can provide the data.
@STATrob
![Page 63: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/63.jpg)
STAY TUNED FOR MORE!
@STATrob
![Page 64: BrightonSEO 2014 - Localizing SEO Performance](https://reader034.fdocuments.net/reader034/viewer/2022051013/546ef81ab4af9faa268b4874/html5/thumbnails/64.jpg)
[email protected] @STATrob