Stretching Your Search Skills - Stephanie Chang - SearchLove Boston

Stretching Your Search Skills - Stephanie Chang - SearchLove Boston






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Stretching Your Search Skills - Stephanie Chang - SearchLove Boston Stretching Your Search Skills - Stephanie Chang - SearchLove Boston Presentation Transcript

  • we are drowning in content @stephpchang
  • …in 5 years, the amount of digital information created & shared has exploded. @stephpchang
  • @stephpchangSource
  • by 2015, there will 9 zettabytes of content on the web @stephpchang
  • this makes search increasingly more important @stephpchang
  • we need search to help find content @stephpchang
  • that is most relevant to specific individuals @stephpchang
  • search technology will evolve to meet that need @stephpchang
  • and show more personalized results @stephpchangShow a result
  • Is the future of search? @stephpchangAdd a Hummingbird image
  • targeted messaging @stephpchang
  • founded on data @stephpchang
  • such as the demographic and user behavior of the individual @stephpchang
  • how does this affect search marketers….today? @stephpchang
  • Stephanie Chang Senior Consultant, Distilled @stephpchang
  • Stretching Your Search Skills STEPHANIE CHANG
  • search values findability @stephpchang
  • findability used to look like this @stephpchang
  • @stephpchang
  • getting to page 1 for a given keyword isn’t enough anymore @stephpchang
  • @stephpchang same query – different results
  • search is no longer just transactional @stephpchang
  • it’s becoming more personal @stephpchang
  • user demographics are becoming more important @stephpchang
  • our goal is to be findable to the right people @stephpchang
  • 1. user research @stephpchang
  • 2. testing targeted messaging @stephpchang
  • 3. applying learnings to search @stephpchang
  • 4. integrating core message onto multiple channels @stephpchang
  • we need to focus on our users @stephpchang
  • user research
  • first, who are the consumers? @stephpchang
  • and what do we know about them? @stephpchang
  • and how can we target them effectively through search? @stephpchang
  • look at consumer behavior
  • use the digital footprints they leave behind
  • to help us understand our core audience @stephpchang
  • using the tools we have at our disposal
  • Consumer Barometer provides insights on purchasing behavior @stephpchang
  • and how much research goes into the process @stephpchang
  • and the type of devices and sources users use to conduct research @stephpchang
  • @stephpchang to determine the type of content we should be prioritizing this is the 3rd result that appears for “is [company] legit?”
  • @stephpchang first goal: build pages second goal: improve engagement on the page to measure trustworthiness
  • we can also use this data @stephpchang
  • in combination with demographics data in Google Analytics @stephpchang
  • @stephpchang
  • to test different intents @stephpchang
  • like using Google’s Display Planner @stephpchang
  • and targeting defined in-market buyer segments @stephpchang
  • what do we do with this data? @stephpchang
  • create tailored messages @stephpchang
  • that resonates with your core audience @stephpchang
  • targeted messaging
  • “Voted #1 specialist in [product] for [core audience]” @stephpchang Version 1 vs.“Over 5 million switched to [product] because of [uvp]” version 1 resulted in 4xthe CTR and 5xthe number of conversions Version 2
  • using user triggers @stephpchang
  • depending on your core product @stephpchang
  • @stephpchang
  • high involvement / think product
  • high involvement / feel product
  • low involvement / think product
  • low involvement / feel product
  • when a user knows what he/she wants, you are there @stephpchang
  • how do you know when you have the right messaging?
  • through testing
  • analyze the most common questions people ask about your product @stephpchang
  • by setting up an advanced filter in Google Analytics **see link below on how to set up the filter @stephpchangSource
  • and match questions up to the customer buying cycle @stephpchangSource: Adria Saracino
  • test messages via paid social promotion @stephpchang
  • because you can target a specific demographic @stephpchang
  • @stephpchangSource: Stephen Croome
  • this provides instant feedback on your messaging and target audience @stephpchang
  • and also builds the initial community prior to launch @stephpchang
  • sample client: education software
  • target demographic  female age 24-45  not tech savvy  use the product for in-house training @stephpchang
  • Use this information to target specific segments @stephpchang
  • keyword queries site received  elearning software  instructional design @stephpchang
  • questions receivedin Google Analytics included: @stephpchang
  • how is this (product) more effective than other forms of learning? (141 visits with a 60% bounce rate) @stephpchang
  • how to record high quality audio using (product)? (309 visits & 82% bounce rate) @stephpchang
  • use data collected on common concerns / behavior & create tailored messages to test @stephpchang Gender/Age Product Behavior Female (age 24-45) High involvement / think Heavy percentage of users research online via search engines before purchasing Ease of use with existing software within the organization No seasonality
  • each question matches up to a different stage in the funnel @stephpchang
  • @stephpchang How is this product more effective than other forms of learning? How do I record high-quality audio using the product?
  • now, we have to make this target message more findable to the right people @stephpchang
  • apply findings to search
  • this product is a high involvement / think product @stephpchang
  • create landing pages to answer questions that have high bounce rates and lots of visits @stephpchang
  • incorporate rating snippets onto the site or positive reviews from 3rd party trusted reviewers @stephpchang
  • have benefits of the product clearly stated on the site @stephpchang
  • test out paid search ad copy to speak to potential customer concerns @stephpchang
  • to optimize for search based on the target audience @stephpchang
  • these are ways we can become findable to the right target audience @stephpchang
  • using search @stephpchang
  • but don’t STOP there @stephpchang
  • as search becomes moretargeted @stephpchang
  • for it to be truly effective, @stephpchang
  • it must integrate with other marketing channels @stephpchang
  • marketing integration
  • why integration? @stephpchang
  • effective frequency @stephpchang
  • what does effective frequency mean? @stephpchang
  • Viewers need to see a message several** times **ranges from 3-11 times @stephpchang
  • in order for the message to receive maximum impact @stephpchang
  • this doesn’t necessarily mean showing the same ad over and over again @stephpchang
  • @stephpchang
  • we want to see the same message reinforced in different ways @stephpchang
  • examples of marketing integration
  • let’s apply this process to a real business @stephpchang
  • b2b company that made asset tags @stephpchang
  • niche product with a small target audience @stephpchang
  • busy office administrators in corporate businesses or government @stephpchang
  • don’t do a lot of research online @stephpchang
  • heavily price-focused @stephpchang
  • just want the product to work @stephpchang
  • low involvement / think product @stephpchang
  • questions they ask @stephpchang
  • does the product on curved surfaces? @stephpchang
  • FAQ section on the site that address these questions @stephpchang
  • we didn’t want to stop there @stephpchang
  • we didn’t want just tactics, but a full campaign @stephpchang
  • significant portion of the target demographic @stephpchang
  • lived in urban or suburban @stephpchang
  • @stephpchang what would be useful to this target demographic?
  • @stephpchang that solved a pain point
  • @stephpchang show the product works
  • @stephpchang the concept was the creation of a consumer-facing tool
  • @stephpchang free bike registry
  • @stephpchang show effectiveness of product
  • @stephpchang bikes work on curved surfaces
  • @stephpchang QR codes work to track a valuable product
  • @stephpchang partner with government agencies & getting the product right in front of them
  • @stephpchang because this is not solely a search campaign
  • integrate several marketing channels @stephpchang
  • @stephpchang built landing pages for both organic and paid search
  • content to support community and press @stephpchang
  • video & social @stephpchang
  • @stephpchang outreach to bike communities and non-profits
  • across different sectors @stephpchang
  • @stephpchang we are expanding our reach
  • @stephpchang as an extension of search
  • @stephpchang and thus, achieving effective frequency because wherever they look
  • @stephpchang you are there
  • @stephpchang whether or not they search for you
  • you are findable @stephpchang
  • you are
  • results
  • project is a year old and has received more partnerships and press over time @stephpchang
  • @stephpchang visits new visits average visit duration direct conversions non-direct conversions 13,000+ 79% 4 minutes 2 103
  • key takeaways
  • search is more important than ever @stephpchang
  • the emphasis needs to be switched to the individual** user **see Justin Cutroni’s presentation @stephpchang
  • we need to develop a better understanding of user behavior @stephpchang
  • and how to integrate our learnings in search and other channels @stephpchang
  • in order for it to truly be effective @stephpchangInsert cheesy picture
  • let’s make it personal ! @stephpchang
  • Thanks. Any questions? STEPHANIE CHANG @stephpchang