Onetomarket | How to benefit from developments online


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  • Onetomarket | How to benefit from developments online

    1. 1. Search Congress Barcelona 29th of January 2009
    2. 2. <ul><li>Lennert de Rijk </li></ul><ul><li>Dutch male living in Barcelona </li></ul><ul><li>Managing Director and cofounder Onetomarket Spain </li></ul>&quot;It is not the strongest of the species that survives... but the one most responsive to change.&quot;                                                     -Charles Darwin Who am I and who do I work for?
    3. 3. &quot;It is not the strongest of the species that survives... but the one most responsive to change.&quot;                                                     -Charles Darwin In times of crisis......
    4. 4. Market developments
    5. 5. Trend : online!
    6. 6. enablers of lead generation and nurturing
    7. 7. Latest US ROI survey
    8. 8. It´s not all about Google
    9. 9. Too much to talk about
    10. 10. Only 50 slides to go... <ul><li>Local & Universal Search </li></ul><ul><li>Social Media </li></ul><ul><li>Analytics </li></ul><ul><li>Some SEO statements (introduction to ...) </li></ul>So let´s focus on
    11. 11. Local Search <ul><li>What </li></ul><ul><li>Where </li></ul><ul><li>Why </li></ul><ul><li>When </li></ul><ul><li>Ways </li></ul>
    12. 12. What is Local Search <ul><li>Local Search is search behavior not focused on ‘what’ but also on ‘ where? ’ </li></ul><ul><li>Examples: </li></ul><ul><li>“ Hotels in Barcelona”, “Starbucks near Potsdamer Platz” or “Airport Germany”. </li></ul>
    13. 13. Where Local Search <ul><li>Maps in Universal Search Results </li></ul><ul><ul><li>Onebox, Three-pack, 10-pack </li></ul></ul>
    14. 14. Why Local Search – Universal Search
    15. 15. Why Local Search <ul><li>Results show up in the normal SERPs </li></ul><ul><li>Located in the heat-map </li></ul><ul><li>Affects click-through rate </li></ul><ul><li>Optimal result: Your Organic URL multiple times on the frontpage! </li></ul>
    16. 16. Why Local Search <ul><li>Think Global, Act Local </li></ul><ul><li>In US, 40% of search terms are ‘local’ </li></ul><ul><li>Local = Mobile </li></ul>Branch Examples Travel Hotel, Apartments, Airports Search Food, Restaurants, Retail Entertainment Bars, Nightclubs, Theater Places Hospitals, Churches, Banks, Postal offices, Petrol Stations Brands Starbucks, McDonalds, etc  
    17. 17. When Local Search <ul><li>You run a business with physical locations </li></ul><ul><li>Discover You want your potential customers to find you in the local search engines and Universal Search results. </li></ul><ul><li>Recover You want to help your current customers by lending them a helping hand in finding your business </li></ul>
    18. 18. Ways Local Search <ul><li>Advertise (Local Business Ads) </li></ul><ul><li>Optimize (Local SEO, build good store locators) </li></ul><ul><li>User Generated Content </li></ul><ul><ul><li>Local = Social ( Reviews, user ratings ) </li></ul></ul>Only 10 results available
    19. 19. Competitive markets <ul><li>Ranking factors in Google Maps </li></ul><ul><ul><li>Claim your business </li></ul></ul><ul><ul><li>Incoming links and citations (webreferences*) </li></ul></ul><ul><ul><li>Reviews/ratings </li></ul></ul><ul><ul><li>Distance from the centroid </li></ul></ul><ul><ul><li>Business title </li></ul></ul>authority *) a reference to your business on some other website. It is not necessarily a link and always contains your business address and/or phone number. Geographically relevant websites talking about your business increase your Local search engine rankings .
    20. 20. Less competitive markets Bar downstairs our office
    21. 21. In the beginning there were social networks
    22. 22. ‘ Markets are conversations ‘ ‘ The Internet is enabling conversations among human beings that were simply not possible in the era of mass media. ‘ Published in 1999!
    23. 23. Social Media Source:PEW
    24. 24. Space defined by Media Owner Brand in control One way / Delivering a message Repeating the message Focused on the brand Entertaining Company created content Space defined by Consumer Consumer in control Two way / Being a part of a conversation Adapting the message/ beta Focused on the consumer / Adding value Influencing, involving User created content / Co-creation COMMUNICATIONS MEDIA SOCIAL MEDIA Different approach needed
    25. 25. Social networks <ul><li>The internet is for people </li></ul>
    26. 26. Social networks <ul><li>The internet is for people </li></ul><ul><li>For people to form groups </li></ul>
    27. 27. Social networks <ul><li>The internet is for people </li></ul><ul><li>For people to form groups </li></ul><ul><li>Groups with shared purposes </li></ul>
    28. 28. Social networks <ul><li>The internet is for people </li></ul><ul><li>For people to form groups </li></ul><ul><li>Groups with shared purposes </li></ul><ul><li>Groups of people that can form at litle or no cost </li></ul>
    30. 30. WRONG QUESTION
    31. 31. “ Communities already exist. Instead, think about how you can help that community do what it wants to do” Mark Zuckerberg
    32. 32. Join the conversation here: <ul><li>Facebook, Tuenti, .. </li></ul><ul><li>Youtube </li></ul><ul><li>Twitter </li></ul><ul><li>We don´t know yet…. </li></ul>
    33. 33. Twitter: fastest growing social network
    34. 34. Social Media Communication AND BE POSITIVE BECAUSE POSITIVITY SPREADS
    35. 35. Social media & crowdsourcing
    36. 36. It´s about you! <ul><li>Launch new website </li></ul><ul><li>SEO Book </li></ul><ul><li>PR </li></ul><ul><li>Events (non) sponsored </li></ul><ul><li>Blogs </li></ul><ul><li>Surveys/articles </li></ul>
    37. 37. To Tweets
    38. 38. And then spreads to other forms
    39. 39. Like your corporate blog
    40. 40. not to miss your goal But target ……
    41. 41. And use analytics! So, give the right directions!
    42. 42. Webanalytics MEASURE ANALYSE OPTIMISE
    43. 43. Why Do I Need Web Analytics? <ul><li>To Answer These Basic Questions: </li></ul><ul><ul><li>How many people visit my site? </li></ul></ul><ul><ul><li>What pages are getting visited? </li></ul></ul><ul><ul><li>How do visitors reach my site? </li></ul></ul><ul><li>Or Some More Advanced Ones: </li></ul><ul><ul><li>Where do my best visitors come from? </li></ul></ul><ul><ul><li>How much do I earn on average per visitor? </li></ul></ul><ul><ul><li>Which pages help to convert visitors into buyers? </li></ul></ul>
    44. 44. Problems with Universal Search <ul><li>Source: Google </li></ul><ul><li>Medium: Organic </li></ul><ul><li>Keyword phrase: `Nissan Titan` </li></ul><ul><li>Landing page for text link: </li></ul><ul><li>Landing page for Universal Search Image link: http:// -titan/ </li></ul><ul><ul><li>They are the same! </li></ul></ul>
    45. 45. Tracking Universal Search <ul><li>Define verticals </li></ul><ul><li>Set up filters </li></ul><ul><li>Gain insight in clicks from organic results by setting up filters to determine your traffic from blended results </li></ul><ul><li>Research available by one of our colleagues: http:// / seo /256 </li></ul>
    46. 46. Universal Search : Increase ROI with research <ul><li>Research </li></ul><ul><li>Research </li></ul><ul><li>Research </li></ul><ul><li>Do images get less clicks ? Or more ? </li></ul><ul><li>And is someone who clicked on an image more likely to convert into a lead or action ? </li></ul>
    47. 47. Record Progress & Popularity <ul><li>Unique Visits </li></ul><ul><li>Return Visits </li></ul><ul><li>Visits / User </li></ul><ul><ul><li>Page Views </li></ul></ul><ul><ul><li>Pg View / User </li></ul></ul><ul><ul><li>Search Traffic </li></ul></ul><ul><ul><li>Referral Traffic </li></ul></ul><ul><ul><li>Regions / Languages </li></ul></ul><ul><ul><li>Browsers </li></ul></ul>
    48. 48. Determine the Success of Your Site <ul><li>Bounce Rate </li></ul><ul><li>Browse Rate </li></ul><ul><li>Return Visits </li></ul><ul><li>Visitor Loyalty </li></ul><ul><li>Pg Views / Visit </li></ul><ul><li>Traffic Growth </li></ul><ul><li>Transactions </li></ul><ul><li>Advanced Metrics (using action tracking) </li></ul>
    49. 49. How Should I Employ Analytics Data <ul><li>Find Specific Metrics that are applicable to your site: </li></ul><ul><ul><li>Problems that need to be addressed </li></ul></ul><ul><ul><li>Weaknesses in your site's offerings </li></ul></ul><ul><ul><li>Opportunities for new content or marketing </li></ul></ul><ul><li>Create a Dashboard to Show you the Most Important Data Daily </li></ul>
    50. 50. Dashboard
    51. 51. comScore study 2007 Direct Response just 17% Of the total conversion And: 30% of all users are deleting their Cookies regularly! Online influences offline sales
    52. 52. comScore study 2007 Real conversion value is about 6.6 times higher! Tracked conversion worth Real conversion worth Conversion Value
    53. 53. SEO
    54. 54. Did I hear ´SEO ha muerto´? NO
    55. 55. This kind of SEO is dead indeed
    56. 56. This kind of SEO is dead indeed <ul><li>Like footerlinks (well actually not SEO at all) </li></ul>
    57. 57. This kind of SEO is dead indeed <ul><li>Like footerlinks (well actually not SEO at all) </li></ul>
    58. 58. We only want a nr. 1 position in Google? NO
    59. 59. SEO is difficult, so what sort of hat will you wear? Instead ….. SEO is becoming mature
    60. 60. Searchcowboys is coming to Spain!
    61. 61. Searchcowboys is coming to Spain! <ul><li>A website about search </li></ul><ul><li>With a focus on Europe </li></ul><ul><li>With bloggers from around Europe </li></ul><ul><li>With the latest news </li></ul><ul><li>With background information </li></ul><ul><li>Keep up-to-date and informed </li></ul>
    62. 62. Searchcowboys is coming to Spain! <ul><li>Special features </li></ul><ul><li>News from your country </li></ul><ul><li>SEO roadshow </li></ul><ul><li>Event channel </li></ul><ul><li>Twitter </li></ul><ul><li>Calling Europe </li></ul><ul><li>Videochannel </li></ul><ul><li>Well known SEO´s </li></ul>
    63. 63. <ul><li>Part of searchcowboys </li></ul><ul><li>Focus on Spain </li></ul><ul><li>In Spanish </li></ul><ul><li>Spanish bloggers like </li></ul>
    64. 64. THANK YOU! <ul><li>Where to find me? </li></ul><ul><li> </li></ul><ul><li>How to contact me? </li></ul><ul><li>[email_address] </li></ul>