Search Congress Barcelona 29th of January 2009

Lennert de Rijk Dutch male living in Barcelona Managing Director and cofounder Onetomarket Spain "It is not the strongest of the species that survives... but the one most responsive to change." -Charles Darwin Who am I and who do I work for?

Lennert de Rijk

Dutch male living in Barcelona

Managing Director and cofounder Onetomarket Spain

"It is not the strongest of the species that survives... but the one most responsive to change." -Charles Darwin In times of crisis......

Market developments

Trend : online!

enablers of lead generation and nurturing

Latest US ROI survey

It´s not all about Google

Too much to talk about

Only 50 slides to go... Local & Universal Search Social Media Analytics Some SEO statements (introduction to ...) So let´s focus on

Local & Universal Search

Social Media

Analytics

Some SEO statements (introduction to ...)

Local Search What Where Why When Ways

What

Where

Why

When

Ways

What is Local Search Local Search is search behavior not focused on ‘what’ but also on ‘ where? ’ Examples: “ Hotels in Barcelona”, “Starbucks near Potsdamer Platz” or “Airport Germany”.

Local Search is search behavior not focused on ‘what’ but also on ‘ where? ’

Examples:

“ Hotels in Barcelona”, “Starbucks near Potsdamer Platz” or “Airport Germany”.

Where Local Search Maps in Universal Search Results Onebox, Three-pack, 10-pack

Maps in Universal Search Results

Onebox, Three-pack, 10-pack

Why Local Search – Universal Search

Why Local Search Results show up in the normal SERPs Located in the heat-map Affects click-through rate Optimal result: Your Organic URL multiple times on the frontpage!

Results show up in the normal SERPs

Located in the heat-map

Affects click-through rate

Optimal result: Your Organic URL multiple times on the frontpage!

Why Local Search Think Global, Act Local In US, 40% of search terms are ‘local’ Local = Mobile 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

Think Global, Act Local

In US, 40% of search terms are ‘local’

Local = Mobile

When Local Search You run a business with physical locations Discover You want your potential customers to find you in the local search engines and Universal Search results. Recover You want to help your current customers by lending them a helping hand in finding your business

You run a business with physical locations

Discover You want your potential customers to find you in the local search engines and Universal Search results.

Recover You want to help your current customers by lending them a helping hand in finding your business

Ways Local Search Advertise (Local Business Ads) Optimize (Local SEO, build good store locators) User Generated Content Local = Social ( Reviews, user ratings ) Only 10 results available

Advertise (Local Business Ads)

Optimize (Local SEO, build good store locators)

User Generated Content

Local = Social ( Reviews, user ratings )

Competitive markets Ranking factors in Google Maps Claim your business Incoming links and citations (webreferences*) Reviews/ratings Distance from the centroid Business title 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 .

Ranking factors in Google Maps

Claim your business

Incoming links and citations (webreferences*)

Reviews/ratings

Distance from the centroid

Business title

Less competitive markets Bar downstairs our office

In the beginning there were social networks

‘ 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!

Social Media Source:PEW

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

Social networks The internet is for people

The internet is for people

Social networks The internet is for people For people to form groups

The internet is for people

For people to form groups

Social networks The internet is for people For people to form groups Groups with shared purposes

The internet is for people

For people to form groups

Groups with shared purposes

Social networks The internet is for people For people to form groups Groups with shared purposes Groups of people that can form at litle or no cost

The internet is for people

For people to form groups

Groups with shared purposes

Groups of people that can form at litle or no cost

SO HOW CAN I CREATE A COMMUNITY?

WRONG QUESTION

“ Communities already exist. Instead, think about how you can help that community do what it wants to do” Mark Zuckerberg

Join the conversation here: Facebook, Tuenti, .. Youtube Twitter We don´t know yet….

Facebook, Tuenti, ..

Youtube

Twitter

We don´t know yet….

Twitter: fastest growing social network

Social Media Communication AND BE POSITIVE BECAUSE POSITIVITY SPREADS

Social media & crowdsourcing

It´s about you! Launch new website SEO Book PR Events (non) sponsored Blogs Surveys/articles

Launch new website

SEO Book

PR

Events (non) sponsored

Blogs

Surveys/articles

To Tweets

And then spreads to other forms

Like your corporate blog

not to miss your goal But target ……

And use analytics! So, give the right directions!

Webanalytics MEASURE ANALYSE OPTIMISE

Why Do I Need Web Analytics? To Answer These Basic Questions: How many people visit my site? What pages are getting visited? How do visitors reach my site? Or Some More Advanced Ones: Where do my best visitors come from? How much do I earn on average per visitor? Which pages help to convert visitors into buyers?

To Answer These Basic Questions:

How many people visit my site?

What pages are getting visited?

How do visitors reach my site?

Or Some More Advanced Ones:

Where do my best visitors come from?

How much do I earn on average per visitor?

Which pages help to convert visitors into buyers?

Problems with Universal Search Source: Google Medium: Organic Keyword phrase: `Nissan Titan` Landing page for text link: http://an.example.com/nissan-titan/ Landing page for Universal Search Image link: http:// an.example.com/nissan -titan/ They are the same!

Source: Google

Medium: Organic

Keyword phrase: `Nissan Titan`

Landing page for text link: http://an.example.com/nissan-titan/

Landing page for Universal Search Image link: http:// an.example.com/nissan -titan/

They are the same!

Tracking Universal Search Define verticals Set up filters Gain insight in clicks from organic results by setting up filters to determine your traffic from blended results Research available by one of our colleagues: http:// www.searchcowboys.com / seo /256

Define verticals

Set up filters

Gain insight in clicks from organic results by setting up filters to determine your traffic from blended results

Research available by one of our colleagues: http:// www.searchcowboys.com / seo /256

Universal Search : Increase ROI with research Research Research Research Do images get less clicks ? Or more ? And is someone who clicked on an image more likely to convert into a lead or action ?

Research

Research

Research

Do images get less clicks ? Or more ?

And is someone who clicked on an image more likely to convert into a lead or action ?

Record Progress & Popularity Unique Visits Return Visits Visits / User Page Views Pg View / User Search Traffic Referral Traffic Regions / Languages Browsers

Unique Visits

Return Visits

Visits / User

Page Views

Pg View / User

Search Traffic

Referral Traffic

Regions / Languages

Browsers

Determine the Success of Your Site Bounce Rate Browse Rate Return Visits Visitor Loyalty Pg Views / Visit Traffic Growth Transactions Advanced Metrics (using action tracking)

Bounce Rate

Browse Rate

Return Visits

Visitor Loyalty

Pg Views / Visit

Traffic Growth

Transactions

Advanced Metrics (using action tracking)

How Should I Employ Analytics Data Find Specific Metrics that are applicable to your site: Problems that need to be addressed Weaknesses in your site's offerings Opportunities for new content or marketing Create a Dashboard to Show you the Most Important Data Daily

Find Specific Metrics that are applicable to your site:

Problems that need to be addressed

Weaknesses in your site's offerings

Opportunities for new content or marketing

Create a Dashboard to Show you the Most Important Data Daily

Dashboard

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

comScore study 2007 Real conversion value is about 6.6 times higher! Tracked conversion worth Real conversion worth Conversion Value

SEO

Did I hear ´SEO ha muerto´? NO

This kind of SEO is dead indeed

This kind of SEO is dead indeed Like footerlinks (well actually not SEO at all)

Like footerlinks (well actually not SEO at all)

This kind of SEO is dead indeed Like footerlinks (well actually not SEO at all)

Like footerlinks (well actually not SEO at all)

We only want a nr. 1 position in Google? NO

SEO is difficult, so what sort of hat will you wear? http://blog.outer-court.com/archive/2006-11-01-n72.html Instead ….. SEO is becoming mature

Searchcowboys is coming to Spain!

Searchcowboys is coming to Spain! A website about search With a focus on Europe With bloggers from around Europe With the latest news With background information Keep up-to-date and informed

A website about search

With a focus on Europe

With bloggers from around Europe

With the latest news

With background information

Keep up-to-date and informed

Searchcowboys is coming to Spain! Special features News from your country SEO roadshow Event channel Twitter Calling Europe Videochannel Well known SEO´s

Special features

News from your country

SEO roadshow

Event channel

Twitter

Calling Europe

Videochannel

Well known SEO´s

Searchcowboys.com/es Part of searchcowboys Focus on Spain In Spanish Spanish bloggers like

Part of searchcowboys

Focus on Spain

In Spanish

Spanish bloggers like

THANK YOU! Where to find me? http://twitter.com/derijk How to contact me? [email_address]

Where to find me?

http://twitter.com/derijk

How to contact me?

[email_address]