Protecting Your Brand

Brian McDowellDirector of Search Intelligence

Conductor, Inc

THE CONDUCTOR TEAM

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WHO WE ARE•Founded in 2006•Offices in New York and San Francisco

SEO LEADERSHIP•150+ pieces of SEO thought leadership in 2012•C3, the largest user conference in enterprise SEO•Dedicated to raising the profile of search marketers

CONDUCTOR SEARCHLIGHT•Supporting SEO success for over 5,000 leading brands•$4.5B in SEO revenue under management•6TB of SEO data collected weekly

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DOMAIN CLUSTERING (Pre)

Keyword: Bed Bath and Beyond Wedding Registry

GMSV: 9,900

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DOMAIN CLUSTERING (Post)

Keyword: Bed Bath and Beyond Wedding Registry

GMSV: 9,900

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DOMAIN CLUSTERING

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Building a Competitive DatabaseKeywords SelectionKeywords Selection

SERP extractionSERP extraction

Saturation and Avg. Position CalculationSaturation and Avg. Position Calculation

Competitor Categorization and TrendingCompetitor Categorization and Trending

New Competitor AlertingNew Competitor Alerting

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Top 50% Top 50% by Avg. Rankby Avg. Rank

Top 50% Top 50% by Saturationby Saturation

Saturation and Average Ranks

800 keywords x 100 positions

800,000 800,000 Site/Keyword/PositioSite/Keyword/Positio

n Data pointsn Data points

Can subdivide by Category for Ecommerce Sites / high variability on competitor domains

Domain% Saturation Average Rank

Competitor.com

Competitor.net

Competitor.org

68.35

59.73

58.47

3.2

6.7

2.4

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How do they do it?

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Look at Competitor Visability

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Audit HTML – Crawl vs List

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THANK YOU

We are hiring!http://www.conductor.com/about/careers

BRIAN MCDOWELLDirector of Search Intelligence

Conductor, Inc

Appendixwww.youtube.com/yt/creators/playbook.html• “Likes and Favorites increase your video’s ranking in search”• “Having a lot of responses to your content helps improve your search ranking”• “Publishing content regularly will improve your ranking in the algorithm”• “More content will lead to more viewership and better ranking in the algorithm”• “Metadata is critical to building views from search and related videos as it greatly affects the

algorithm”• Write good compelling titles – Keywords first and brand at the end• Write good tags – mix of common and specific, ordering, variations, use quotes for phrases.

Use 12+ and fully utilize the 120 character limit• Mirror the title of the video to the tags using the same order• “The algorithm favors comprehensive descriptions”• Comprehensive descriptions should have the most compelling information first (above the

fold). Include links, keywords and helpful information (transcribe)• In description – link to your channel page, subscription link, social media links and links to

other relevant videos• “YouTube’s search algorithm favors videos that drive traffic to other videos, playlists,

channels, or subscriptions via linked annotations”• Having your videos listed in playlists improves your contents ranking in the algorithm