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TEMPUR (AU)Website Strategy
Website Audit
Findings & Opportunities
Critically low page speed for Mobile
...and Desktop
Content duplication
Screen overlays
Store locator omitted when site searching
Social links in code
…but hidden from site visitors
Some web properties secure (HTTPS), others not so much
302 (temporary) redirect instead of 301 (permanent) redirect from
http to https
Text content…quite ordinary
Video content with great brand exposure…but not enough SEO and
linkworthiness
Unlike this link magnet tool…
Seriously
(Magnetic) linkworthy asset types:
• Product buying tools• Infographics• Interactive animations• How-to guides• Evergreen content
SEO summary
SEO competitive landscape
Top organic keywords
Branded keywords
Opportunities
Non-branded keywords
Informational keywords…
To target customers in the initial stages of buyer’s
journey
SEO keyword position distribution
Backlinks review
Referring domains (by backlinks)
New backlinks added
Backlinks lost
Backlink type and distribution
PPC overview
Pay Per Click (PPC) Competitive landscape
SEO vs Pay Per Click (PPC)
Other channels review• No display advertising or remarketing• Email newsletters not set up• Active Facebook, Twitter and Instagram pages• No paid social ads across any social platform
1st (“Low hanging fruit”)
“What gets measured gets improved”- Peter Drucker
1(a). Measure
• Site issues & recommendations (Google Search Console)
• Site traffic & E-commerce sales (Google Analytics) • Ad performance (AdWords)• Offline sales at retailers (Measurement Protocol,
integrated with Analytics & AdWords)• User behavior through heatmaps (Crazy Egg)• Email subscriptions (Mailchimp)• Sales pipeline (Salesforce)• Brand mentions/monitoring (Brands Eye)• Social buzz (Sprout Social)
a. Measureb. 90% Site optimisation c. Site content creationd. Focus on high-priced productse. Critical changes (overlays, hidden links etc.)f. Backlink reviewg. Link prospectingh. Newsletteri. Google Shopping
Objectives
Google Shopping
Outcomes• Measure performance/sales• Risk avoidance (duplicate content, disavow bad
backlinks) • Optimising site in line with Google guidelines• Integrate SEO, Ads, Emails & Social• Get ‘mattress’ and ‘bed’ related non-branded
Page 2-3 keywords on Page 1• Build backlink foundation• New revenue stream in Google Shopping
2nd (“Review and Optimise”)
• Evaluate• Content for all stages in buyer’s journey• Unique, shareworthy & linkworthy
internal/external content creation• Small physical & architectural improvements• Low impact site changes (302 redirect from
http://retailers.tempur.com/au)• Explore other channels: radio, podcast, TV, OOH
Objectives
E.g. Out-of-home advertising
• Improvise• Engage all potential customers• Rank for low-priced products & informational
keywords• Build email list • Execute highly-rewarding link building strategy• Physical site improvements to leverage SEO• Supplement online marketing by increasing brand
recall & top-of-the-mind awareness• Consistent messaging, across all channels
Outcomes
(Consistent) Marketing message, across all channels
“For your best night’s sleep”
3rd (“Refine”)
• Conversion Rate Optimisation (CRO) to: a) increase product page & store locator visits b) make it easier to buy from the site• Reputation Management to a) replace negative with positive reviews• HTTPS move• Amping up viral content creation and marketing
Objectives
CRO
• Increase site traffic, and site/external sales • Positively influence sales decisions• Boost trust & rankings through HTTPS URLs• Rank for a broad spectrum of keywords, branded
& non-branded• Facilitate automatic organic backlinks
Outcomes
Revenue & ForecastSEO Revenue for 12 months(simplified) =
Avg. Monthly Visits*Conversation Rate*Avg. Order Value*12
= 6200*365/12*0.5%*1000*12
~ $11,315,000.00
Tools used• SEMRush• Majestic SEO• Screaming Frog• Google Page Speed Insights
References• https://moz.com/blog/does-organic-ctr-impact-seo-rankings-
new-data• https://moz.com/community/q/semrush-com-traffic-cost-what-
exactly-does-it-mean• https://www.snooze.com.au • http://purecomfort.com.au/ • https://adexchanger.com/advertiser/casper-the-friendly-online-
mattress-startup-experiments-early-with-new-platforms/• http://www.demandjump.com/blog/critical-strategies-for-new-
mattress-retailers-to-drive-huge-revenue• https://medium.com/marketing-and-entrepreneurship/
attention-search-marketers-all-keywords-are-branded-keywords-b758981c0414#.4d2keoema
Thank you!