Search Engine MarketingPresentation to the Business Group RepresentativesJuly 2006
FOR INTERNAL USE ONLY
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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
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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
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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.
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Sponsored Links
Organic Search
Sponsored Links
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93% of searchers will look no further than the first page of search results
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6 out of 7 clicks come from an organic search index
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6 out of 7 clicks come from an organic search index
no. 1 position for UBS for the keyword 'wealth management'
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6 out of 7 clicks come from an organic search index
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
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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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Page Content and Text
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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Page Content and Text
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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Page Content and Text
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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Page Content and Text
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
Source: pilot by bigmouthmedia
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
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External Partners: Marketing20%
Technical Specs
40%Website Content
40%Link
Popularity
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External Partners: Marketing20%
Technical Specs
40%Website Content
40%Link
Popularity
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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
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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
Source: pilot by bigmouthmedia
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
Source: pilot by bigmouthmedia
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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EnginesWealth Management performs well, Asset Management is weak
Source: pilot by bigmouthmedia, 03.2006
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Analysis: French Keywords and Swiss EnginesPartially very weak performance
Source: pilot by bigmouthmedia, 03.2006
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Analysis: French Keywords and French EnginesUBS almost does not exist here
Source: pilot by bigmouthmedia, 03.2006
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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[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
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