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The State Of Search Marketing

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Presentation by Gillian Muessig, President & co-founder, SEOMOZ at TiE Delhi's Internet Special Interest Group meeting on oct 21st.

Presentation by Gillian Muessig, President & co-founder, SEOMOZ at TiE Delhi's Internet Special Interest Group meeting on oct 21st.

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The State Of Search Marketing The State Of Search Marketing Presentation Transcript

  • The State of Search Marketing Gillian Muessig – October 2009
  • A Few Facts
  • Web Search is Popular Search Stats
  • Really, Really Popular... MS Bing 28-30 mm/day Ask 10-13 mm/day - Source: (ComScore + Nielsen + Hitwise) ‏ Search Stats Google: 100-150 mm/day Yahoo: 60-65 mm/day
  • And if You're Not in the Top Results
    • 50% of users enter only 1 search query
    • ~55% of users check out only 1 result
    • 4/5 abstracts dissuade searchers
    • 1/2 of all results are not relevant
    - Source: (Penn State University Study 2007) ‏ Search Stats
  • You're Nowhere Search Stats
  • Reality Check: A Little Context Gillian Muessig – October 2009
  • SEO is a Marketing & Sales Tactic
    • Acquire Customers
    • Lower Acquisition Costs
    • Create Awareness
    • Brand Your Products
    How SEO Can Help Your Business
  • Acquire Customers How SEO Can Help Your Business
  • How SEO Can Help Your Business Lower Acquisition Costs
  • Create Awareness How SEO Can Help Your Business
  • Brand Your Products How SEO Can Help Your Business
  • The Tribal Speak of SEO
  • SEO Language
    • Paid Ad Marketing -
      • Banner Ads
      • PPC Ads
      • Text Link Ads
      • Affiliate Marketing
    SEO Language
  • SEO Language
    • Technical / On-page optimization
    • Content Development & Management
    • Keyword Targeting
    • Link Building
    • Social Media Marketing
    • Local Search Marketing
    • Mobile Search Marketing
    Elements of Internet Marketing Organic Search Marketing
  • Elements of Internet Marketing
  • SEO Elements of Internet Marketing
  • Not SEO Elements of Internet Marketing
  • What is SEO? SEO
  • What is SEO? Not SEO
  • Where We Are
  • Technical / On Page Optimization Current State of Search
    • Slower changes
    • Clear, best practices
    • Tools clarify and shorten the labor
  • Search Engine Ranking Algorithms
  • Relevance Elements of Internet Marketing
  • Popularity Elements of Internet Marketing
  • Trustworthiness Elements of Internet Marketing
  • Offline Popularity Elements of Internet Marketing
  • Timeliness Elements of Internet Marketing
  • Elements of Internet Marketing
  • Where We’re Going Emerging Trends in SEO
  • … And What to Do About It
  • More Crackdowns on Spam & Manipulation Emerging Trends in SEO bing
  • Purchased Links What to do about it
    • More crackdowns, less value
      • … in some locations
    • There’s more bang for your buck in
      • Badges
      • Social Media pushes, including video
      • Content creation
  • More Awareness = More Competition Emerging Trends in SEO
  • More Data Sources for the Engines Emerging Trends in SEO
  • More Tools & Metrics Emerging Trends in SEO
  • More Options in the SERPs Emerging Trends in SEO
  • Emerging Trends in SEO Social – Mobile – Local Power Triumpherate
  • Emerging Trends Social Media
    • Social media is officially more popular than pornography
    • 96% of GenY & Millenials have joined social networks
    • They wield >£200 billion in spending power
    • And it’s growing, not going (away)
  • Local Search Marketing Emerging Trends in SEO
  • Emerging Trends Internationalization
    • There are more users online in China than anywhere else in the world
    • … and there’s only 20% penetration!
    • SEO is just arriving in the Middle East
    • France, Spain, Portugal have =/<30% penetration of Internet in the home.
    • Iceland is most connected
  • Emerging Trends Meanwhile, back at the ranch…
    • UK just became the first major country to pass the watershed…
    • UK advertisers spend more on Internet than TV…. Congratulations! You got the memo!
    • Web accounts for ~25% of all ad spending
  • Emerging Trends in SEO Mobile Search Marketing
    • It’s that light you see at the end of the tunnel
    • … it’s a train
    • … and it’s coming straight at you
  • Action Items Things to Think About
    • If your site isn’t optimized for mobile phones, turn off mobile in google adwords… saves $$
    • Should your site be optimized for mobile?
      • Will buyers research ‘on the road’?
      • Will buyers buy from mobile devices?
  • Emerging Trends in SEO New TLDs
    • Today: 21 gTLDs (generic Top Level Domains)
    • Within a few years… 1,000s of gTLDs
  • Emerging Trends in SEO New TLD - Ramifications
    • Gives the 1.6B Users More Choices
    • Increased global reach
    • New marketing & ad opportunities
    • Makes your life a lot more complex
  • Emerging Trends in SEO New TLD - Challenges
    • IP, trademark & copyright protection becomes more complex
    • Infringement potential increases with every new TLD
    © ® TM
  • Action Items New TLDs
    • Some will be “vanity” IPs
      • .verizon
      • .aol
      • .yourcompany?
      • .yourindustry?
  • Action Items Things to Think About
    • How will fractionilizing of TLDs affect:
      • Marketing
      • Advertisinig
      • SEO
    • Will TLD owners sell or restrict access to their properties?
    • Should I own one?
  • Action Items More Things to Think About
    • How will you protect your brand name among 1000+ TLDs?
    • Reputation management will increase in value, scope, and quantity
    • Multi-cultural translation will be critical
  • Facebook MySpace Emerging Trends in SEO
  • Emerging Trends in SEO Social Media Popularity Around the World www.seomoz.org/article/social-media-marketing-tactics
  • Action Items Social Media
    • Jump on the bandwagon
      • Set up, optimize, and cross link your profiles in general and industry/interest specific social media sites
      • (twitter, facebook, myspace, WAYN, linkedin, etc.)
  • Action Items Things to Think About
    • Talk to yourself
  • Stay Focused! Set Business Goals for SEO
    • Search Referrals (Traffic) ‏
    • Conversions (Sales) ‏
    • SEO for Discoverability (Branding) ‏
    Action Items
  • Pay Attention to Trends The Disconnect Action Items
    • 88% of Internet marketing expenses are spent on PPC.
    • 12% is spent on SEO
            • <10% of clicks are made on PPC ads
            • >90% of traffic comes from organic search results
  • Action Items Things to Think About
    • How will you create ad budgets to address the changing buyers’ landscape?
    • How can you leverage offline ads to enhance your online ppc and seo efforts?
    • Where does email fit in? Or does it at all?
      • Hint: Millennials think email is archaic
  • Set Business Goals for SEO
    • Search Referrals (Traffic) ‏
    • Conversions (Sales) ‏
    • SEO for Discoverability (Branding) ‏
    Action Items
  • Create a Content & Keyword Strategy Action Items
  • Develop a Link Acquisition Strategy Action Items
  • Engage in Social Media Action Items
  • Require Actionable Analytics Action Items
  • Why Should I Care About Social Media Marketing?
  • Reason #1 Social Media is officially more popular than pornography
  • Reason #2 14% say they generally trust ads 78% say they trust consumer recommendations
  • What do I do now?
  • Dive in
  • LURK LISTEN AND LEARN
  • Converse. Don’t talk “at”
  • Tap into the power of the Linkerati
  • Enjoy personal conversations
  • In front of your entire customer base Remember us? 
  • Have Some Fun
  • Are there two of you? That’s ok…
  • Things to remember:
    • You’re at work
    • The world is listening
    • You really can’t take it back
    • Be a Scout… personable, friendly, helpful
  • Bear In Mind
    • SEO is not free (just high ROI) ‏
    • SEO is not guaranteed (the engines don't owe you) ‏
    • SEO changes constantly (so keep up to date) ‏
    • SEO is a tactic (but requires strategy) ‏
    • Stay the course (and get an expert on your team) ‏
  • [email_address] Twitter: @SEOmom SPECIAL09 ($200 discount on annual SEOmoz PRO membership)