Taking Your Search Marketing

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
Microsoft
11.0% search share
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

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Taking Your Search Marketing

by ISA Marketing & Sales Summit on Sep 03, 2010

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Taking Your Search Marketing — Presentation Transcript