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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)