The state of search today

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Seamus Morley, founder, Find-50 Marketing
Digital impact conference
www.charitycomms.org.uk/events

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The state of search today

  1. 1. Search – Why it matters Seamus Morley Web: www.find50-marketing.co.uk Twitter: @find50
  2. 2. Bio • 20+ years’ marketing/business experience • 10 years of owning a business • Focus on digital marketing (PPC, SEO..) • 5+ years in the charity sector • Clients: RNIB/ HelpAge/Alzheimer`s, etc, etc
  3. 3. Existing Demand Search Address needs -Organic -Ads -Social Media What How Content No Demand Referring Linkable • Awareness Raising Banner Ads Eye catching •Events/ Fundraising Social Media •Advocacy
  4. 4. Google AdWords Grant Account • Search Only • $10kperM/$2Max Bid • CPC: $.4/1.0 >Mobile • Ad Types: – Text – Dynamic Search – Direct Download App RENEW in July 2013 ! Paid Account • Search + Display(Banner) • Ads Types: – Text,etc/ Image / Video • Display Targeting: – Keywords – Placements – Topics – Interests/ Remarketing • CPC: £.2/1.5+
  5. 5. • Organic • PPC • Email • Social Media • Referral • Banner Ads • 60/70% • 5/10% • 3% • 5/8% • 10% • 2% Typical UK Charity Site Visitor Sources: Source % Total Visits Source: find50 data
  6. 6. The changing face of Search • Library • Citation • Links – Panda – Penguin – Social Media • Link Graph – Facebook • Long Queries – 54% > 3 words • New Ones – 20% never seen before • AdWords – 70% have no Exact Match – Dynamic Search ads.
  7. 7. Google is Watching! • Back button - `Bounce Rate` – Charity sector BR 60/70% • Your `Time on Site` • Your Site/Pages `Engagement` Do visitors like your content ? Penalises for sites that do not give a good visitor experience
  8. 8. Is your web site like a badly organised Dept store ? Keyword entrances high Bounce Rate ?
  9. 9. ` Untidy Dept Store ? • Poor Directions • Dead Ends • Poor Signs • Dept Confusion • Poor Layout • Poor Service  Site Map/Page Speed  404 Pages, etc  Page Title/Snippets  Duplicate Pages  IA/Internal Links  Lack of Call to action The ££ cost of acquiring a beneficiary/donor ?
  10. 10. Free tools to `tidy` up • Google Analytics -Bounce Rate -Goals -Attribution • AdWords -Search Queries • Webmaster Tools -404/ Snippets/Duplicates • Screaming Frog • Work with your wed dev team
  11. 11. Search Keywords Sources Your own data: • Google Analytics • Webmaster Tools • AdWords • Bing/ WMT • Google Suggest KW Tool > careful... Analysis • Excel • AdWords Editor • All `data` based • NB:None are `semantic`
  12. 12. The long tail of Search Top 10 Kwds = 11% Total | Top 100 Kwds = 20% Total
  13. 13. 0 20,000 40,000 60,000 80,000 100,000 Visits by Keyword Visits Understand your data 80/20 rule Beware site `averages` Segment Kwds by: region/site section/ ?
  14. 14. Keyword Market Share • SEO Moz ££m • Searchmetrics ££ • Google Trends – Brand searches – Competitor – Category
  15. 15. What to do now ? • Check Keyword performance • Review top landing pages • Keep creating Content – Forum (CGC)  Brand, Category, other, long tail  What `problem` are you solving ?  Optimise/ Optimise/ Optimise
  16. 16. #charitydigital Follow up info/data via tweets today and tomorrow. Presentation plus notes available at: www.find50-marketing.co.uk Comments/feedback welcome at: seamus@find50-marketing.co.uk

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