Transcript 40% - UBS

FOR INTERNAL USE ONLY
Search Engine Marketing
Presentation to the Business Group Representatives
July 2006
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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 & Figures
Glossary
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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
Analysis carried out and decisions taken
 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
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SECTION 1
Introduction
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Over 85% of internet users
use search engines to find
products and services online.
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Sponsored Links
Sponsored Links
Organic Search
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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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no. 1 position for UBS for
the keyword
'wealth management'
6 out of 7 clicks come
from an organic search
index
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no. 1 position for UBS for
the keyword
no. 1 position
for UBS for
'You
the keyword and us'
'wealth management'
6 out of 7 clicks come
from an organic search
index
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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)
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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 Marketing
Connect off-line and on-line marketing activities
Off-line
The on-going
advertising
campaigns focus
mostly on classic
media
Delivering by its
key objectives
On-line
E-marketing in general
and search engine
marketing in particular
have not been a
primary focus so far
The UBS website has
established itself
among the leading
corporate websites in
Europe
IR Global,
Halvarsson, NZZ
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Search Engine Optimization
Key areas for optimization of organic search results
Optimization is complex:
 Google uses over 100 (undisclosed!) criteria to rank a site's relevance
Key areas for optimizing organic search results are:
40%
Website Content
40%
20%
Link
Popularity
Technical
Specification
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SECTION 3
How to achieve a top rank in Search
Engines
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Search Engine Optimization
Key areas for optimization of organic search results
Page
Content and
Text
Invisible
Page
Information
Images
and Flash
UBS Internal
Competition
40%
40%
20%
Website
Content
Link
Popularity
Technical
Specification
External
Competition
Technical
Aspects
External
Partners
UBS
Information
hierarchy
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Page Content and Text
40%
40%
20%
Website
Content
Link
Popularity
Technical
Specs
Vegetarian Dog Food – Does it stand a pup's chance?
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Page Content and Text
40%
40%
20%
Website
Content
Link
Popularity
Technical
Specs
Keyword Definition
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
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Page Content and Text
40%
40%
20%
Website
Content
Link
Popularity
Technical
Specs
Keyword Integration
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
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Page Content and Text
40%
40%
20%
Website
Content
Link
Popularity
Technical
Specs
Keyword Use
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
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Page Content and Text
40%
40%
20%
Website
Content
Link
Popularity
Technical
Specs
Page Language
 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
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Invisible Page Information
40%
40%
20%
Website
Content
Link
Popularity
Technical
Specs
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
40%
40%
20%
Website
Content
Link
Popularity
Technical
Specs
Alt Text
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)
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UBS-Internal Competition
40%
40%
20%
Website
Content
Link
Popularity
Technical
Specs
Avoid weakening the ranking through competing pages
 Many regional WM pages competing for the same keyword
 Build a portal?
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External Competition
40%
40%
20%
Website
Content
Link
Popularity
Technical
Specs
 External sites competing for the same keywords
 Keywords competing: 'Wealth Management' vs. 'Private Banking'
 Check keyword popularity, but speak the customer's language
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Excursus: Keyword Popularity
Category
Keyword
Online Banking
Online bank
Funds
Securities
Financial Services
Asset Management
Global Search Frequency
Competing Sites on
February 2006 (Google.com)
Google (May06)
2,744,400
403,000,000
Online bank account
195,900
Mutual funds
698,200
Hedge funds
103,400
Funds
49,400
Investment funds
17,600
Investment securities
387,700
Securities
53,400
Financial services
335,300
Financial advisors
229,400
Financial management
70,700
925,000,000
Asset management
174,400
147,000,000
Asset mgmt. company
110,000,000
78,900,000
1,670,000,000
3,600
Estate/Retirement
Retirement planning
149,500
Planning
Estate planning
141,300
129,000,000
Source: pilot by bigmouthmedia
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Excursus: Keyword Popularity
Global Search Frequency
Competing Sites on
February 2006 (Google.com)
Google (May06)
Category
Keyword
UBS
UBS
141,900
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
9,600
Private bank
7,800
Private Banking
6,060,000 (!)
64,400,000
Source: pilot by bigmouthmedia
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Some optimization
for keyword 'funds'
No optimization
for keywords
'mutual funds' or
'investment funds'
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External Partners
40%
40%
20%
Website
Content
Link
Popularity
Technical
Specs
Inbound links are crucial
 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 connecting
to our site
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External Partners
40%
40%
20%
Website
Content
Link
Popularity
Technical
Specs
Inbound links are crucial
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
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External Partners: Marketing
40%
40%
20%
Website
Content
Link
Popularity
Technical
Specs
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External Partners: Marketing
40%
40%
20%
Website
Content
Link
Popularity
Technical
Specs
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External Partners: Marketing
40%
40%
20%
Website
Content
Link
Popularity
Technical
Specs
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External Partners: Sponsorship
40%
40%
20%
Website
Content
Link
Popularity
Technical
Specs
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UBS Information Hierarchy
40%
40%
20%
Website
Content
Link
Popularity
Technical
Specs
 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
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UBS Information Hierarchy
40%
40%
20%
Website
Content
Link
Popularity
Technical
Specs
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UBS Information Hierarchy
40%
40%
20%
Website
Content
Link
Popularity
Technical
Specs
Cross-Linking between pages
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'
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Technical Analysis
40%
40%
20%
Website
Content
Link
Popularity
Technical
Specs
Technical 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
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Technical Changes
40%
40%
20%
Website
Content
Link
Popularity
Technical
Specs
These 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
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Summary of Search Engine Optimization
Issues 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
 CC for Corporate pages and Brand
2. Anchor Text of Links
 Each BG decentralized for
BG/segment/specific offering pages
(Webmaster, Marketing and
Advertising)
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
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SECTION 4
www.ubs.com Audit
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'www.ubs.com' Audit
Pilot 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 Engines
A very mixed view. Mortgages as a core product perform weakly
Source: pilot by bigmouthmedia, 03.2006
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Analysis: German Keywords and German Engines
Wealth Management performs well, Asset Management is weak
Source: pilot by bigmouthmedia, 03.2006
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Analysis: French Keywords and Swiss Engines
Partially very weak performance
Source: pilot by bigmouthmedia, 03.2006
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Analysis: French Keywords and French Engines
UBS almost does not exist here
Source: pilot by bigmouthmedia, 03.2006
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SECTION 5
Ethical Practices
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Ethical Optimization of Organic Search
Protect the UBS brand
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)
51
SECTION 6
Next Steps
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Next Steps
A decentralized approach
 Technical changes
CC IT team
 Website Content:
Keyword strategy and implementation
decentralized by business groups
(Marketing/Advertising and Webmasters)
 Link Popularity:
Link strategy and implementation
decentralized by business groups
(Marketing/Advertising and Webmasters)
 Maintenance
dito
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Next Steps
Information 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
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APPENDIX
Facts and Figures
Glossary
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Facts & Figures
Consumption
 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 & Figures
Market
 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 & Figures
Sponsored 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 Glossary
Algorithms
The rules by which search engines rank sites
Automated Spider
Engines
Engines which deploy an automated programme to visit and retrieve data
from your site
Charset
The 'character set' used on the web page. The rules computers use to form letters
and numbers
Click
Term used to describe when an user selects a link or search engine listing
Cookie
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
CPC
Cost per click
Domain Mapping
The server administration required to 'point' a domain at a specific location
Directory
Engines that rank sites using human editors and not by reading meta tags
Paid for Review
The process of paying a directory for accelerated or guaranteed review of a site
Search Frequency
Number of times a keyword is searched for (per month) on the search engines
Keywords
The actual words used to describe the site in meta tags and descriptions and to find
the site using 'searches'
Links
An electronic connection between two web pages (also called 'hyperlink')
Link Popularity
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 Glossary
Meta Tag(s)
HTML coding embedded in the site, to provide spiders with keyword information
PFI
Pay-for-inclusion. The system whereby a search engine offers an accelerated or
guaranteed inclusion option , for a fee
Rank
The position achieved in a search listings
Robots
Program that meta search engines send out to read the Meta tags and/or body HTML
of a submitted site
Organic Search
Optimization
The process of maximizing search engine driven traffic to a site by analytical means
Spam (Spamming)
See 'Robots'
Spiders
General term relating to unethical practices not approved by the engines and editors
Universal Resource Locator. Also known as internet address
URL
Source: bigmouthmedia
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