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Taking Your Search Marketing


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Shari Worthington of Telesian Technology presented her annual search engine marketing update.

Shari Worthington of Telesian Technology presented her annual search engine marketing update.

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  • 1. Taking Your Search Marketing to the Next Level, 2010
    September 3, 2010
    Shari L.S. Worthington
    Telesian Technology
  • 2. Agenda
    Market data
    Search & social media
    Link building
    Real-time search
    Pay Per Click
    Future of search
  • 3. Google & the Power of Search
    Google revenue 2009 increased 9% to $23.7 billion
    Compare to B2B print media down 30%
    Search engines do what B2B media was created for
    Targeted advertising aimed at buyers researching purchases
    Search is no longer limited to the search engines
    Raw usage numbers are too big to ignore
    LinkedIn: over 60 million users
    Twitter: over 75 million users
    YouTube: over 100 million visitors per month
    Facebook: over 400 million users
    Compare to Google’s 359 million visitors in March
  • 4. Search Market Share, July 2010
    65.8% US search share
    10.263 billion searches
    17.1% US search share
    2.661 billion searches
    11.0% search share
    1.712 billion searches
    • Facebook
    • 5. 395 million searches (Jan 2010)
    • 6. Redesigned search box so more prominent
    • 7. Bing partnership displays Facebook results
    • 8. Facebook ads used to be Microsoft, now in-house
  • How Google’s Algorithm Rules the Web
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  • 11. Search & Social Media
    Advertising model is less compelling
    Relationships matter
    Always been the case in B2B
    Convergence of professional and personal
    Must meet corporate goals and individual needs
    Search: site with the most quality content wins
    Social Media: site with the most connected people wins
    Participation is now crucial for success
  • 12. Search & Social Media
    Google has always been a social site
    Natural search popularity is measured by
    Paid search has its place
    Getting in front of hot issues fast
  • 13.
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  • 16. Top Challenge:Generating Shareable, Keyword Rich Content
    • Everyone is publishing volumes of content, which makes it hard for marketers to rise above the noise while continually producing fresh content.
    • 17. Customers are not looking at information from just one source—and especially not from just one company.
    • 18. Customers are increasingly consuming expert and community content as a part of the buy cycle
    By 2013 the quantity of information on the Internet will double roughly every 72 hours
  • 19. What Content?
    Start with what you have & focus on KEYWORDS
    Turn anything printed into digital
    White papers
    Case studies
    PPTs (speaking ops, seminars)
  • 20. Find Good Content Internally
    Not everyone can generate content, need to find those who have high value information
    Where are those pockets of info?
    Product managers
    Application engineers
    Service personnel
  • 21. Find Good Content Externally
    80:20 rule external: internal content
    Pull RSS feeds on:
    Industry and analyst web sites
    Twitter search phrases
    Facebook streams
    Google blog searches
    Industry web site aggregators
    Social network aggregation tools
  • 22. Add Digital Content Beyond PDF
    Shift to on-demand consumption of info
    183 million US Internet users watched online video during the month of May. achieved record levels of viewing activity with an all-time high of 14.6 billion videos viewed and surpassing the threshold of 100 videos per viewer for the first time.
    US Internet users watched nearly 34 billion videos in May, with Google Sites ranking as the top video property with 14.6 billion videos, representing 43.1% of all videos viewed online
    Web sites featuring videos have a significant SEO advantage in Google’s integrated search
    Deploy across entire web site, not just on home page
  • 23. Content & On-Page SEO
    On-page SEO
    Relevant keywords flow naturally in visible content
    Feeds long tail of search
    Keyword density increases quality of page perception by search engine
  • 24.
  • 25. Content & Conversions
    A/B testing with Google Website Optimizer
    Less is more, e.g. fewer distractions, focus on action
    Don’t increase conversions if a big sacrifice for traffic
  • 26. Content & Link Building
    Link worthiness
    Provide something unique or compelling so people will want to link to your site
    Use only relevant content and industry links
    Don’t fall for scams
    Social media
    Will users of Twitter and LinkedIn start sending around links to your content?
  • 27. Benefits of Regular Content Creation
    New content being shared regularly
    Drives better natural search engine optimization
    Invites engagement with community
    Provides more opportunities to communicate, share valuable information that isn’t pure marketing and sales oriented
    Builds expertise & trust
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  • 33. Google’s Real-time Search
  • 34. Google’s Blog Filter
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  • 49. Level the Playing Field
  • 50. 80-20 Rule for SEO Efforts
    Direct request link building
    Backlinking is less popular
    Could end up on a link farm
    Bad neighbors
    Redirect before link back to your site
    Build lists of potential target sites
    Reach out to them manually
    Partners, channel, third-parties, blog comments
    Lots of work but pretty much guaranteed your competitors aren’t doing this
    Prioritize link targets; use SEOmoz’s Open Site Explorer for metrics on value of link
  • 51.
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  • 53. Yahoo!-Bing Integration
    Yahoo Sponsored Search has switched Microsoft adCenter
    Shorten ad titles and descriptions
    Yahoo Sponsored Search had 40 character limit
    adCenter has 25 character limit
    Slightly shorter ad descriptions
    Yahoo had 71 character limit
    adCenter has 70 character limit
  • 54.
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  • 56. Yahoo!-Bing Integration
    Expand keyword lists
    Yahoo maps keyword variations to primary form of word
    adCenter treats singular/plural variations and common misspellings as individual keywords, e.g. car, cars, casr
    Increases keyword list but provides more control
    Reporting changes
    Yahoo reporting won’t transition to adCenter
    Extended period of access through Yahoo interface
  • 57. Google AdWords PPC
    First personalized search, now personalized text ads
    Add display ads to SERPs
    Along the lines of Google’s “universal search,” we will see “universal paid search”
    Increase ad diversity
    Product listings & extensions
    Comparative ads
    Plus box
  • 58.
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  • 60. Beyond AdWords Click-Through Rate
    New calls to action/
    conversion events
    Comparative ads
  • 61.
  • 62. Google Contact Form Extensions
    Only the position #1 will be available for the drop down contact form
  • 63. Contact Form Extensions
  • 64. Contact Form Extensions
    Leads will be priced with your maximum cost-per-click bid during the beta test
    Google will be collecting the phone number and name from your contact form
    You can provide Google with up to 3 custom questions they’ll include in your contact form in addition to basic information like name, address, phone, etc.
    Google will show some or all of your custom questions based on a quality algorithm in which they did not mention the details of.
    For now, they’ll only take phone leads, so you must provide a contact phone number in your form in order for people to call in and ‘hopefully’ become a lead.  In the future they do plan to provide leads through email or live chat.
  • 65. Future of Search
    Shift in way people use the web
    Click on search result
    Visit a page
    Click on another link
    Visit another page
    But people spend more time receiving than searching
    Monitoring…tweets, updates, headlines, blog feeds
    Transition from search to “real-time information provider”
  • 66. Questions?
    Thank you!!
    Shari L.S. Worthington
    Phone: 508-755-5242