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Taking Your Search Marketing
 

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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    Taking Your Search Marketing Taking Your Search Marketing Presentation Transcript

    • Taking Your Search Marketing to the Next Level, 2010
      September 3, 2010
      Shari L.S. Worthington
      Telesian Technology
    • Agenda
      Market data
      Search & social media
      Conversions
      Link building
      Real-time search
      Yahoo-Bing
      Pay Per Click
      Future of search
    • 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
    • Search Market Share, July 2010
      Google
      65.8% US search share
      10.263 billion searches
      Yahoo
      17.1% US search share
      2.661 billion searches
      Microsoft
      11.0% search share
      1.712 billion searches
      • Facebook
      • 395 million searches (Jan 2010)
      • Redesigned search box so more prominent
      • Bing partnership displays Facebook results
      • Facebook ads used to be Microsoft, now in-house
    • How Google’s Algorithm Rules the Web
    • 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
    • Search & Social Media
      Google has always been a social site
      Natural search popularity is measured by
      Links
      Mentions
      Recommendations
      Interactions
      Paid search has its place
      Visibility
      Getting in front of hot issues fast
    • 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.
      • Customers are not looking at information from just one source—and especially not from just one company.
      • 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
    • What Content?
      Start with what you have & focus on KEYWORDS
      Turn anything printed into digital
      White papers
      Case studies
      Brochures
      PPTs (speaking ops, seminars)
      Newsletters
      Articles
    • 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
      Engineers
      Customers
      Application engineers
      Service personnel
    • 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
      Hootsuite
      Tweetdeck
    • Add Digital Content Beyond PDF
      Shift to on-demand consumption of info
      Webinars
      Podcasts
      Videos
      183 million US Internet users watched online video during the month of May.
      YouTube.com 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
    • 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
    • Content & Conversions
      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
    • 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?
    • 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
    • Google’s Real-time Search
    • Google’s Blog Filter
    • Level the Playing Field
    • 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
    • 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
    • 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
    • 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
      Text
      Product listings & extensions
      Comparative ads
      Plus box
    • Beyond AdWords Click-Through Rate
      New calls to action/
      conversion events
      Comparative ads
    • Google Contact Form Extensions
      Only the position #1 will be available for the drop down contact form
    • Contact Form Extensions
    • 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.
    • 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”
    • Questions?
      Thank you!!
      Shari L.S. Worthington
      Phone: 508-755-5242
      sharilee@telesian.com
      Blog: http://blog.telesian.com
      Twitter: www.twitter.com/sharilee
      LinkedIn: http://www.linkedin.com/in/sharilee