Search Engine Marketing

Search Engine MarketingPresentation to the Business Group RepresentativesJuly 2006

FOR INTERNAL USE ONLY

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[t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.ppt

Table of Contents

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

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

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

Analysis carried out and decisions taken

SECTION 1

Introduction

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

7


Sponsored Links

Organic Search

Sponsored Links

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

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no. 1 position for UBS for the keyword 'wealth management'

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no. 1 position for UBS for the keyword 'wealth management'

no. 1 position for UBS for the keyword 'You and us'

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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)

SECTION 2

Definition

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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

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Positioning of Search Engine MarketingConnect off-line and on-line marketing activities

The on-going advertising campaigns focus mostly on classic media

The UBS website has established itself among the leading corporate websites in Europe

E-marketing in general and search engine marketing in particular have not been a primary focus so far

Off-line On-line

Delivering by its key objectives

IR Global, Halvarsson, NZZ

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Search Engine OptimizationKey areas for optimization of organic search results

20%Technical

Specification

40%Website Content

40%Link

Popularity

Optimization is complex: Google uses over 100 (undisclosed!) criteria to rank a site's

relevance

Key areas for optimizing organic search results are:

SECTION 3

How to achieve a top rank in Search Engines

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Search Engine OptimizationKey areas for optimization of organic search results

20%Technical

Specification

40%Website Content

40%Link

Popularity

Page Content and Text

UBS Internal

Competition

InvisiblePage

Information

External Competitio

n

Imagesand Flash

External Partners

UBS Information hierarchy

TechnicalAspects

19


Page Content and Text20%

Technical Specs

40%Website Content

40%Link

Popularity

Vegetarian Dog Food – Does it stand a pup's chance?

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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

20%Technical

Specs

40%Website Content

40%Link

Popularity

Keyword Definition

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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

20%Technical

Specs

40%Website Content

40%Link

Popularity

Keyword Integration

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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

20%Technical

Specs

40%Website Content

40%Link

Popularity

Keyword Use

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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

20%Technical

Specs

40%Website Content

40%Link

Popularity

Page Language

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Invisible Page Information20%

Technical Specs

40%Website Content

40%Link

Popularity

Meta Tags

Spiders read meta tags because they act as a summary of the content of a given page

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Images and Flash

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)

20%Technical

Specs

40%Website Content

40%Link

Popularity

Alt Text

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UBS-Internal Competition

Many regional WM pages competing for the same keyword Build a portal?

20%Technical

Specs

40%Website Content

40%Link

Popularity

Avoid weakening the ranking through competing pages

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External Competition

External sites competing for the same keywords Keywords competing: 'Wealth Management' vs. 'Private Banking' Check keyword popularity, but speak the customer's language

20%Technical

Specs

40%Website Content

40%Link

Popularity

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Excursus: Keyword Popularity

Source: pilot by bigmouthmedia

Global Search Frequency Competing Sites on

Category KeywordFebruary 2006 (Google.com) Google (May06)

Online Banking Online bank 2,744,400 403,000,000

Online bank account 195,900

Funds Mutual funds 698,200 110,000,000

Hedge funds 103,400

Funds 49,400

Investment funds 17,600

Securities Investment securities 387,700 78,900,000

Securities 53,400

Financial Services Financial services 335,300 1,670,000,000

Financial advisors 229,400

Financial management 70,700 925,000,000

Asset Management Asset management 174,400 147,000,000

Asset mgmt. company 3,600

Estate/Retirement Retirement planning 149,500

Planning Estate planning 141,300 129,000,000

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Excursus: Keyword Popularity


Global Search Frequency Competing Sites on

Category KeywordFebruary 2006 (Google.com) Google (May06)

UBS UBS 141,900 6,060,000 (!)

UBS financial services 14,300

UBS wealth mgmt. 3,000

Portfolio Mgmt. Portfolio management 70,600 202,000,000

Investment Bank Investment banking 60,700 104,000,000

Investment banks 41,700

Wealth Management Wealth management 36,200 104,000,000

Business Banking Business banking 22,000 228,000,000

Small business banking 8,600

Alternative Investm. Alternative investm. 21,500 98,400,000

Trusts Investment trust 16,300 18,200,000

Trust fund 15,400

Private Banking Private banking 9,600 64,400,000

Private bank 7,800

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Some optimization for keyword 'funds'

No optimization for keywords'mutual funds' or'investment funds'

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External Partners

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

20%Technical

Specs

40%Website Content

40%Link

Popularity

Inbound links are crucial

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External Partners

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

20%Technical

Specs

40%Website Content

40%Link

Popularity

Inbound links are crucial

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External Partners: Marketing20%

Technical Specs

40%Website Content

40%Link

Popularity

35



Technical Specs

40%Website Content

40%Link

Popularity

36



Technical Specs

40%Website Content

40%Link

Popularity

37


External Partners: Sponsorship20%

Technical Specs

40%Website Content

40%Link

Popularity

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UBS Information Hierarchy

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

20%Technical

Specs

40%Website Content

40%Link

Popularity

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UBS Information Hierarchy20%

Technical Specs

40%Website Content

40%Link

Popularity

40


UBS Information Hierarchy

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'

20%Technical

Specs

Cross-Linking between pages

40%Link

Popularity

40%Website Content

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Technical AnalysisTechnical 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


20%Technical

Specs

40%Website Content

40%Link

Popularity

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Technical ChangesThese 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


20%Technical

Specs

40%Website Content

40%Link

Popularity

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Summary of Search Engine OptimizationIssues ranked by significance

Precondition:

Allowing spiders to crawl our site with as little obstacles as possible

(technical modifications needed; CC IT team).

1. Title Tag

2. Anchor Text of Links

3. Keyword Use in Document Text

4. Accessibility of Document

5. Links to Document from Site-Internal Pages

6. Primary Subject Matter of Site

7. External Links to Linking Pages

8. Link Popularity of Site in Topical Community

9. Global Link Popularity of Site

10.Keyword Spamming

CC for Corporate pages and Brand

Each BG decentralized for BG/segment/specific offering pages(Webmaster, Marketing and Advertising)

SECTION 4

www.ubs.com Audit

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'www.ubs.com' AuditPilot 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

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Analysis: German Keywords and Swiss EnginesA very mixed view. Mortgages as a core product perform weakly

Source: pilot by bigmouthmedia, 03.2006

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[t250865] [printed: Juni 30, 2006] [saved: Juli 5, 2006] S:\BRAND-COM\WEALTH M & BUSINESS B\CH GESAMT\Search Engine Marketing\Presentations\2nd Workshop\060705_Draft_2nd workshop_final.pptAnalysis: German Keywords and German

EnginesWealth Management performs well, Asset Management is weak


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Analysis: French Keywords and Swiss EnginesPartially very weak performance


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Analysis: French Keywords and French EnginesUBS almost does not exist here


SECTION 5

Ethical Practices

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Ethical Optimization of Organic Search

Avoid engaging into unethical optimization practices, such as: Key word stuffing (extreme repetition) Shadow domains (number of shadow domains all redirected to one

original domain) Doorway pages (uniquely designed for search engines and not for

users) BMW Germany case (used cars)

As a basic rule: Avoid anything that does not appear to the search engines

as it would to a searcher

Risk: Getting removed from search engines' indexes (followed by bad

press)

Protect the UBS brand

SECTION 6

Next Steps

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Next Steps

Technical changes

Website Content: Keyword strategy and implementation

Link Popularity:Link strategy and implementation

Maintenance

A decentralized approach

CC IT team

decentralized by business groups (Marketing/Advertising and Webmasters)

decentralized by business groups (Marketing/Advertising and Webmasters)

dito

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Next StepsInformation Sources

SEM 101 document from Bigmouthmedia:– http://bw.docweb.it.ubs.ch/doc/livelink?func=ll&objid=9179784&objAction=browse&sort=name

UBS Organic Search Strategy 2006 (pilot from Bigmouthmedia):– Marketing Strategy:

http://bw.docweb.it.ubs.ch/doc/livelink?func=ll&objId=9825086&objAction=download&viewType=1

– Technical Strategy: http://bw.docweb.it.ubs.ch/doc/livelink?func=ll&objId=9822057&objAction=download&viewType=1

– European Market Data: http://bw.docweb.ubs.com/doc/livelink?func=ll&objId=9827529&objAction=download&viewType=1

Summary paper 'Ranking high in Google' (2pager):– http://bw.docweb.it.ubs.ch/doc/livelink?func=ll&objId=9827527&objAction=download&viewType=1

Comprehensive web page on SEM:– www.seomoz.org

View inbound links to UBS:– www.altavista.com/web/results?q=%2Blink%3Awww.ubs.com

APPENDIX

Facts and Figures Glossary

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Facts & FiguresConsumption

Over 85% of internet users use search engines to find products and services on-line (Nielsen/net Ratings, May 2005)

93% of searchers will look no further than the first page

of results searches (Jupiter Media Metrix, June 2005)

6 out of 7 clicks come from an organic search index (Forrester Research 2005)

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Facts & FiguresMarket

Est. SEM spending in Europe € 1.4bn. in 2005 (+65% vs. PY)(Forester Research Inc. USA)

On-line advertising represents approx. 3.9% of the total spent by advertisers, growing by 60% in 2004 (Forester, 2005)

Google is clear no. 1 of search engine market:53% Google, 23% Yahoo, 15% MSN, 5% AOL (Nielsen NetRatings, March 2005)

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Facts & FiguresSponsored Links

Keywords get auctioned:– Google example from Dec.05:

'on-line banking' € 6.37/click (for no.1 position)'financial services' € 2.01/click'bank' € 1.40/click

Budget is easy controllable/manageable:– keywords are purchased on a pay-for-performance basis (CPC), daily

budgets for click-troughs' can be adjusted constantly– expected clicks per day at Google (Dec.05):

'on-line banking' 870 clicks = € 5'550.-/day'financial services' 380 clicks = € 764.-/day'bank' 3'900 clicks = € 5'450.-/day

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SEM/SEO GlossaryAlgorithms

Automated Spider Engines

Charset

Click

Cookie

CPC

Domain Mapping

Directory

Paid for Review

Search Frequency

Keywords

Links

Link Popularity

The rules by which search engines rank sites

Engines which deploy an automated programme to visit and retrieve data from your site

The 'character set' used on the web page. The rules computers use to form letters and numbers

Term used to describe when an user selects a link or search engine listing

A small piece of data sent by a web server to your computer which can be read later by the same server. Used to store information such as preferences about website visitors

Cost per click

The server administration required to 'point' a domain at a specific location

Engines that rank sites using human editors and not by reading meta tags

The process of paying a directory for accelerated or guaranteed review of a site

Number of times a keyword is searched for (per month) on the search engines

The actual words used to describe the site in meta tags and descriptions and to find the site using 'searches'

An electronic connection between two web pages (also called 'hyperlink')

An intangible measure of the importance of a site based on the number and quality of links into that site. Some search engines attach a 'score' to link popularity to influence search ranking

Source: bigmouthmedia

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SEM/SEO GlossaryMeta Tag(s)

PFI

Rank

Robots

Organic Search Optimization

Spam (Spamming)

Spiders

URL

HTML coding embedded in the site, to provide spiders with keyword information

Pay-for-inclusion. The system whereby a search engine offers an accelerated or guaranteed inclusion option , for a fee

The position achieved in a search listings

Program that meta search engines send out to read the Meta tags and/or body HTML of a submitted site

The process of maximizing search engine driven traffic to a site by analytical means

General term relating to unethical practices not approved by the engines and editors

See 'Robots'

Universal Resource Locator. Also known as internet address

Source: bigmouthmedia

Documents

Search Engine Marketing