The SEO Performance Platform

Transcription

1 The SEO Performance Platform

2 Introducing OneHydra, the enterprise search marketing platform that actually gets SEO done and creates more revenue. Optimising large ecommerce websites is what OneHydra was built for. Using big data, the power of the cloud and the encoded expertise of 14 years of SEO, OneHydra automates the three main drivers of SEO success to scale your capability, get the job done and rapidly grow your traffic and revenue.

3 We understand your pain SEO often makes you feel like you are fighting a constantly losing battle. Optimising your e-commerce site takes up vast amounts of time as keywords constantly change in response to seasonal stock changes, customer demand and competitive activity. Lack of resources means that managing to cover just a couple of hundred keywords feels like a real achievement, when you know that you should really be covering tens of thousands of keywords if you are going to genuinely optimise your site for generic search. Getting the IT department to make the limited amount of keyword changes you do ask for can take anywhere between 3-12 months. As a consequence you can t be truly proactive and respond effectively to changes in market or customer behaviour. The best you can hope for is to prioritise quick wins and wait while the changes are drip fed. As you are only skimming the surface of what customers are searching for, determining ROI is mostly educated guesswork. With so little solid data to work from it is difficult to put a compelling case for further investment in SEO to the management team. The ability for your paid search, natural search and social advertisements to work seamlessly together is constantly hampered by a lack of insightful customer data and the ability to rapidly generate reports that highlight opportunities for improvement and quantify the scale of the missed sales opportunity. In spite of your best efforts your SEO isn t working in the way that it should. What OneHydra provides is the ability to do SEO at scale: SEO insight at scale SEO recommendations at scale SEO delivery at scale By automating much of the tedious and time consuming keyword changes, time is freed up for you and your team to gain more customer insight and reliance on the IT department to make SEO keyword changes is removed.

4 Our Customers OneHydra is increasingly becoming the Search Marketing platform of choice. We are proud to count some of the UK s leading retailers and more are joining us all the time. Our strong client list is no accident, OneHydra solves the problems that have been frustrating SEO for years by being able to scale effectively. This enables you to manage hundreds of thousands of products and thousands of categories with minimal effort. At last you can genuinely harness the full power of SEO and reap the commensurate financial rewards.

5 How OneHydra radically improves your SEO capabilities Accessibility Relevancy Credibility! Hierarchy Can search engines see you? Robots.txt Duplication Latency Internal Link hierarchy Annexed pages Breadth/extent of pages On page content Page titles Descriptions Body content Image names Link anchor text Headers URL Inbound/Outbound links 3rd party backlinks Internal backlinks A page ranks higher in Google the closer it is to the source of internal page rank and other relevant internal pages of similar theme. If Search Engines can t see you: If your content isn t relevant: If you can t optimise internal page rank: it can t rank you it can t send traffic to you you rank lower you receive less traffic you receive less traffic OneHydra auto-identifies all problems OneHydra automates unlimited relevant page generation and supports existing pages This still requires an SEO team/agency OneHydra automates smart thematic crosslinking to drive stronger rankings

6 Problems and barriers to success Problems Barriers Essentially there are four key problems that SEO needs to overcome: 1. Actionable insight - making sense of the vast amount of data available 2. Taxonomy - creating the pages and hierarchy to optimise your website for every single opportunity 3. Information architecture - The website structure is not created in the optimal way for search engines, confusing and throttling SEO 4. Technology - Purchased to help with problems 2 & 3 but often makes it worse + There are four main barriers that retailers regularly encounter: 1. Scale of the job - The scale required to make a significant impact on sales 2. Lack of resources at your disposal - Have to rely on other teams to recommend and implement changes 3. Pace of organisational change - Other priorities mean that changes can take anywhere between 3-12 months to happen 4. Constantly changing trends and stock levels - SEO is a moving target that requires continual analysis and management When faced with both of these challenges, your efforts to utilise SEO effectively are constantly thwarted. OneHydra provides a solution because of its ability to deliver SEO at scale, enabling you to manage hundreds of thousands of products and thousands of categories with minimum effort.

7 OneHydra delivers SEO AT SCALE INSIGHT, RECOMMENDATIONS & DELIVERY

8 OneHydra delivers SEO insight at scale Understand the scale of the opportunity SEO is often difficult to track as its contribution has to be extracted from analytics before it can be inserted into ROI reports line-by-line. This makes it difficult to demonstrate the impact of SEO on sales and therefore justify further SEO investment. OneHydra enables you to see how your pages are currently performing. You will: Easily identify new opportunities by discovering your audience s entire keyword universe Be empowered to make more sense of all your customer data, enabling you to make better buying and merchandising decisions in response to customer demand Add real value by producing reports on all your KPI s, from rank to revenue, through OneHydra s comprehensive and customisable dashboard

9 Take the fight to the competition OneHydra gives you detailed insight into the visibility of competitors. It s not just the people you measure your business against that you need to watch. OneHydra reports the visibility of all domains that are competing with you for visibility across your keyword set, so you can see how you re growing market share. Want to know exactly how you compare against specific websites? With OneHydra you can specify the domains you want to track, and see all the way down to the keyword level. So now you can see how you perform against each of your major competitors. How visible are you to Googlebot? OneHydra operates across your whole website, to detect & pinpoint SEO issues. False Not Applicable Not Applicable If your site were a googlebot patient are your vital signs good, are you fit and well, or should you be on the operating table? With OneHydra you can generate reports that will show you this at a glance. True True True Redirects Health Frames Health Latency Health

10 OneHydra delivers SEO recommendations at scale OneHydra produces precise actionable recommendations for every keyword OneHydra listens to the keyword voice of your audience, maps out your website and products, and crunches that big data to output specific page by page actionable recommendations that will grow revenue. From new pages that need to be created, to canonical instructions, to interlinking relationships and tag content, OneHydra is the only technology that tells you exactly what s needed where. OneHydra recommendations impact on five key areas. 1 Improving your sites taxonomy This is where OneHydra s ability to automate and manage a vast number of keywords and create new page categories really pays dividends. It helps avoid your products being buried in generic product listing pages which perform poorly such as Women s dresses. More stock categorisation leads to more traffic, better conversion rates and a better customer experience. Your products will face less listings competition, be closer to what the customer seeks and they will be more predisposed to buy when they arrive. None of this is really possible unless you can operate SEO at scale because you need to manage thousands or tens of thousands of keywords, not a hundred or so, for this to have a significant impact on the bottom line.

11 2 PageRank, treat this as a really valuable asset OneHydra helps you optimise page ranking around your best-sellers and improves cross-sell and multiple purchase frequency. 3 Ensure every page optimises its ranking OneHydra enables you to eliminate unnecessary interim page steps and avoids your site having high ranking single product pages and non-search pages as these limit sales opportunities. 4 Optimise everything SEO is called SEO for a reason; the more you optimise the better your ranking and subsequent traffic volume and sales. OneHydra ensures you focus on the right areas by identifying cross-link opportunities, ranking pages to maximise sales and automating grunt work so that you and your team can focus on using the insight gained to optimise every aspect of your site.

12 5 Eliminate duplication If your site is a large and complex e-commerce site, duplication is likely to be a significant issue. Fortunately duplication issues are automatically resolved with OneHydra crawling the site and identifying duplicate URL issues. It then identifies the right page to centralise and serves the relevant rel=canonical tag to the duplicate pages, resolving them to the correct page URL and thus not bleeding away precious PageRank. Fix these 5 issues and every keyword in your portfolio will grow in rank and generate more revenue.

13 OneHydra delivers SEO delivery at scale OneHydra gives you control over your SEO, and empowers you to deliver change on demand Having already specified the exact changes for every one of your pages and keywords, OneHydra allows you to actually publish the critical changes directly to your website, without any assistance from IT! Relevant content is utilised to create rich, new category pages with accompanying intro text and heading. Links to peer and child category pages, meta information and canonical URL instructions are added. All of this is then delivered using OneHydra.

14 In summary OneHydra uses the power of the cloud and big data insights, to automate key scale processes in SEO and Paid Search. These in turn drive rapid revenue improvements, and deliver immediately actionable cross-channel insights, that help make your budgets stretch further. It also saves you mountains of time by eliminating the need for manual data reporting. Search no further (pun intended). All we ask is for the opportunity to show you how OneHydra can really make a difference to your business and how it can enable you and your team to really perform at your best. Contact us at [email protected] or speak to one of our friendly team on +44 (0)

15 About Us Our founding team is made up of Digital and Search Marketing experts with over 50 years combined experience on 100s of clients. Frustrated by repeating the same time-consuming SEO processes over and over again, we developed our own innovative Search Marketing technology to automate many of these steps. We developed and launched pioneering technology in 2011 that automated massive data uploads and enabled extensive data interrogation to provide enterprises with unparalleled insight into their keyword universe. The product has since been through a series of evolutions to develop intelligent algorithms that fully automate the on-page SEO optimisation process, delivering SEO improvements site-wide, at scale and with almost immediate SEO ROI results. Based in London, the privately-held company is a subsidiary of The Greenlight Digital Group the #1 Digital agency and Search firm. Recognition for The OneHydra Platform includes: DADI Awards 2013 Finalist for Use of Technical Innovation UK Search Awards 2013 Shortlisted for Innovation and Best SEO Software The Digitals 2013 Shortlisted for Search Marketing & Web analytics & Optimisation European Search Awards 2013 Shortlisted for Innovation

16 OneHydra has now become central to everything the SEO team does, with the charts and data that OneHydra generates being used for most meetings. These charts are increasingly used to define the seasonal strategy and steer buying and merchandising teams on stocking decisions. Nick Andrew, SEO Manager, Debenhams OneHydra The Varnish Works 3 Bravingtons Walk Kings Cross London, N1 9AJ [email protected] (0)