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Stretching Your Search Skills - Stephanie Chang - SearchLove Boston

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  • 1. we are drowning in content @stephpchang
  • 2. …in 5 years, the amount of digital information created & shared has exploded. @stephpchang
  • 3. @stephpchangSource
  • 4. by 2015, there will 9 zettabytes of content on the web @stephpchang
  • 5. this makes search increasingly more important @stephpchang
  • 6. we need search to help find content @stephpchang
  • 7. that is most relevant to specific individuals @stephpchang
  • 8. search technology will evolve to meet that need @stephpchang
  • 9. and show more personalized results @stephpchangShow a result
  • 10. Is the future of search? @stephpchangAdd a Hummingbird image
  • 11. targeted messaging @stephpchang
  • 12. founded on data @stephpchang
  • 13. such as the demographic and user behavior of the individual @stephpchang
  • 14. how does this affect search marketers….today? @stephpchang
  • 15. Stephanie Chang Senior Consultant, Distilled Stephanie.chang@distilled.net @stephpchang
  • 16. Stretching Your Search Skills STEPHANIE CHANG
  • 17. search values findability @stephpchang
  • 18. findability used to look like this @stephpchang
  • 19. @stephpchang
  • 20. getting to page 1 for a given keyword isn’t enough anymore @stephpchang
  • 21. @stephpchang same query – different results
  • 22. search is no longer just transactional @stephpchang
  • 23. it’s becoming more personal @stephpchang
  • 24. user demographics are becoming more important @stephpchang
  • 25. our goal is to be findable to the right people @stephpchang
  • 26. 1. user research @stephpchang
  • 27. 2. testing targeted messaging @stephpchang
  • 28. 3. applying learnings to search @stephpchang
  • 29. 4. integrating core message onto multiple channels @stephpchang
  • 30. we need to focus on our users @stephpchang
  • 31. user research
  • 32. first, who are the consumers? @stephpchang
  • 33. and what do we know about them? @stephpchang
  • 34. and how can we target them effectively through search? @stephpchang
  • 35. look at consumer behavior
  • 36. use the digital footprints they leave behind
  • 37. to help us understand our core audience @stephpchang
  • 38. using the tools we have at our disposal
  • 39. Consumer Barometer provides insights on purchasing behavior @stephpchanghttp://www.consumerbarometer.com
  • 40. and how much research goes into the process @stephpchanghttp://www.consumerbarometer.com
  • 41. and the type of devices and sources users use to conduct research @stephpchanghttp://www.consumerbarometer.com
  • 42. @stephpchang to determine the type of content we should be prioritizing this is the 3rd result that appears for “is [company] legit?”
  • 43. @stephpchang first goal: build pages second goal: improve engagement on the page to measure trustworthiness
  • 44. we can also use this data @stephpchang
  • 45. in combination with demographics data in Google Analytics @stephpchang
  • 46. @stephpchang
  • 47. to test different intents @stephpchang
  • 48. like using Google’s Display Planner @stephpchang
  • 49. and targeting defined in-market buyer segments @stephpchang
  • 50. what do we do with this data? @stephpchang
  • 51. create tailored messages @stephpchang
  • 52. that resonates with your core audience @stephpchang
  • 53. targeted messaging
  • 54. “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
  • 55. using user triggers @stephpchang
  • 56. depending on your core product @stephpchang
  • 57. @stephpchang
  • 58. high involvement / think product
  • 59. high involvement / feel product
  • 60. low involvement / think product
  • 61. low involvement / feel product
  • 62. when a user knows what he/she wants, you are there @stephpchang
  • 63. how do you know when you have the right messaging?
  • 64. through testing
  • 65. analyze the most common questions people ask about your product @stephpchang
  • 66. by setting up an advanced filter in Google Analytics **see link below on how to set up the filter @stephpchangSource
  • 67. and match questions up to the customer buying cycle @stephpchangSource: Adria Saracino
  • 68. test messages via paid social promotion @stephpchang
  • 69. because you can target a specific demographic @stephpchang
  • 70. @stephpchangSource: Stephen Croome
  • 71. this provides instant feedback on your messaging and target audience @stephpchang
  • 72. and also builds the initial community prior to launch @stephpchang
  • 73. sample client: education software
  • 74. target demographic  female age 24-45  not tech savvy  use the product for in-house training @stephpchang
  • 75. Use this information to target specific segments @stephpchang
  • 76. keyword queries site received  elearning software  instructional design @stephpchang
  • 77. questions receivedin Google Analytics included: @stephpchang
  • 78. how is this (product) more effective than other forms of learning? (141 visits with a 60% bounce rate) @stephpchang
  • 79. how to record high quality audio using (product)? (309 visits & 82% bounce rate) @stephpchang
  • 80. 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
  • 81. each question matches up to a different stage in the funnel @stephpchang
  • 82. @stephpchang How is this product more effective than other forms of learning? How do I record high-quality audio using the product?
  • 83. now, we have to make this target message more findable to the right people @stephpchang
  • 84. apply findings to search
  • 85. this product is a high involvement / think product @stephpchang
  • 86. create landing pages to answer questions that have high bounce rates and lots of visits @stephpchang
  • 87. incorporate rating snippets onto the site or positive reviews from 3rd party trusted reviewers @stephpchang
  • 88. have benefits of the product clearly stated on the site @stephpchang
  • 89. test out paid search ad copy to speak to potential customer concerns @stephpchang
  • 90. to optimize for search based on the target audience @stephpchang
  • 91. these are ways we can become findable to the right target audience @stephpchang
  • 92. using search @stephpchang
  • 93. but don’t STOP there @stephpchang
  • 94. as search becomes moretargeted @stephpchang
  • 95. for it to be truly effective, @stephpchang
  • 96. it must integrate with other marketing channels @stephpchang
  • 97. marketing integration
  • 98. why integration? @stephpchang
  • 99. effective frequency @stephpchang
  • 100. what does effective frequency mean? @stephpchang
  • 101. Viewers need to see a message several** times **ranges from 3-11 times @stephpchang
  • 102. in order for the message to receive maximum impact @stephpchang
  • 103. this doesn’t necessarily mean showing the same ad over and over again @stephpchang
  • 104. @stephpchang
  • 105. we want to see the same message reinforced in different ways @stephpchang
  • 106. examples of marketing integration
  • 107. let’s apply this process to a real business @stephpchang
  • 108. b2b company that made asset tags @stephpchang
  • 109. niche product with a small target audience @stephpchang
  • 110. busy office administrators in corporate businesses or government @stephpchang
  • 111. don’t do a lot of research online @stephpchang
  • 112. heavily price-focused @stephpchang
  • 113. just want the product to work @stephpchang
  • 114. low involvement / think product @stephpchang
  • 115. questions they ask @stephpchang
  • 116. does the product on curved surfaces? @stephpchang
  • 117. FAQ section on the site that address these questions @stephpchang
  • 118. we didn’t want to stop there @stephpchang
  • 119. we didn’t want just tactics, but a full campaign @stephpchang
  • 120. significant portion of the target demographic @stephpchang
  • 121. lived in urban or suburban @stephpchang
  • 122. @stephpchang what would be useful to this target demographic?
  • 123. @stephpchang that solved a pain point
  • 124. @stephpchang show the product works
  • 125. @stephpchang the concept was the creation of a consumer-facing tool
  • 126. @stephpchang free bike registry
  • 127. @stephpchang show effectiveness of product
  • 128. @stephpchang bikes work on curved surfaces
  • 129. @stephpchang QR codes work to track a valuable product
  • 130. @stephpchang partner with government agencies & getting the product right in front of them
  • 131. @stephpchang because this is not solely a search campaign
  • 132. integrate several marketing channels @stephpchang
  • 133. @stephpchang built landing pages for both organic and paid search
  • 134. content to support community and press @stephpchang
  • 135. video & social @stephpchang
  • 136. @stephpchang outreach to bike communities and non-profits
  • 137. across different sectors @stephpchang
  • 138. @stephpchang we are expanding our reach
  • 139. @stephpchang as an extension of search
  • 140. @stephpchang and thus, achieving effective frequency because wherever they look
  • 141. @stephpchang you are there
  • 142. @stephpchang whether or not they search for you
  • 143. you are findable @stephpchang
  • 144. you are
  • 145. results
  • 146. project is a year old and has received more partnerships and press over time @stephpchang
  • 147. @stephpchang visits new visits average visit duration direct conversions non-direct conversions 13,000+ 79% 4 minutes 2 103
  • 148. key takeaways
  • 149. search is more important than ever @stephpchang
  • 150. the emphasis needs to be switched to the individual** user **see Justin Cutroni’s presentation @stephpchang
  • 151. we need to develop a better understanding of user behavior @stephpchang
  • 152. and how to integrate our learnings in search and other channels @stephpchang
  • 153. in order for it to truly be effective @stephpchangInsert cheesy picture
  • 154. let’s make it personal ! @stephpchang
  • 155. Thanks. Any questions? STEPHANIE CHANG stephanie.chang@distilled.net @stephpchang