Onetomarket | How to benefit from developments online

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?

"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 Search
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”.

Where Local Search
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!

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

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

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

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 .

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

Social networks
For people to form groups

Social networks
Groups with shared purposes

Social networks
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….

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

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?

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!

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

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 ?

Record Progress & Popularity
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)

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

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

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)

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!

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

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

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

Onetomarket | How to benefit from developments online

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