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Presentation provided to Dealer.com Digital Advisor team on 2011 Search Trends.
Presentation provided to Dealer.com Digital Advisor team on 2011 Search Trends.
Background• 12 Plus Years in Digital Marketing• 8 Plus Years in Search Marketing• Variety of Industries and Business Size• Regular Speaker at Search & Industry Events• Google AdWords Certified, Microsoft AdCenter Certified, SEMPO Member• Find me at: • http://www.linkedin.com/in/brianallenjones • https://twitter.com/BrianAllenJones 12/08/11 2
MoLoSo Takeaway: According to Google Chairman Eric Schmidt, the next big thing in Internet technology is the mobile, local, and social web.12/08/11 3
MoLoSo Mobile usage in retail is on the rise—every year we see an increasing number of shopping queries originate from mobile phones. As mobile continues to proliferate, it’s also fundamentally changing the way people shop. Mobile and shopping are made for each other.Quick Mobile Facts• 85% of mobile devices will be web enabled by next year• Mobile search has grown 4x in the past year• 1 in 3 mobile searches have local intent• CTR’s on mobile devices are 37% more than desktop 12/08/11 4
MoLoSoHow Does This Affect DDC Clients?• Currently all TCD campaigns launch targeting desktop & mobile by default• The SEM Team is running a Mobile Test Initiative. Test components: Phase I: Separate desktop and mobile campaigns Phase II: Separate desktop and mobile + increase mobile CPCs Phase III: Separate desktop and mobile + increase mobile CPCs + mobile specific ad text• Test purpose is to determine if, when managed separately, mobile search performs differently than desktop.• Key to Success = Mobile Site. Are your DDC clients using a mobile site? 12/08/11 5
MoLoSo•70% of consumers use the Internet to search for a local service - Nielsen/NetRatings•1 out of every 3 smart phone users have been led to a local business after finding in mobilesearch - Compete.com•54% smart phone shoppers use their phones to locate a retailer and 34% search for a store’sproduct inventory - Google 1. Google will look at how many times your business shows up on the web in local directories, review sites, video sharing platforms, social media sites etc. 2. As always, external links are crucial for SEO. Once you have established your presence on all those local sites the next thing you need to do is drive links to your listings. Ideally, you should aim to create 20 to 50 links to each listing or citation. 3. Next you will want to get as many reviews of your business as possible. 12/08/11 6
MoLoSoHow Does This Affect DDC Clients?• Currently all TCD campaigns have geo specific targeting set• Currently SEO campaigns are geo targeted by keyword selectionWhat Else Can You Suggest to your Clients?• Set up all places accounts including Google, Yahoo, Bing• Set up listings on all 3rd party review sites and directories including Yelp, YellowPages, CitySearch, etc. 12/08/11 7
SEOMoz Study Showing Ranking Factors12/08/11 MoLoSo8
MoLoSoHow Does This Affect DDC Clients?• Google & Bing ARE using social as an indicator in their SEO algorithms• DDC clients should be setting up a social presence on the basic social networksincluding Facebook, Twitter, & YouTube. (LinkedIn typically reserved for B2B.)• Other 2nd tier social networks include Google +, StumbleUpon, Tumblr, and manymore. 12/08/11 10
PandaSummary: February 24th, 2011: A day that won’t soon be forgotten Google rolled outan algorithm update that was reported to affect 12% of US searches. Let’s take amoment to put that into perspective; in July 2011 comScore reported that Americansconducted 12.5 billion searches on Google alone (source). That comes out to about390 million searches per day. So in one day, this algorithm update affected 46.8million searches in the US.Takeaway: Panda is REAL! It has effected sites with duplicate content issuesacross the board, and has even taken away the ability to use quotes from othersources too often. Blogs and SEO content for client sites needs to be more original,less recycled. Google will possibly drop client sites off the first page of search resultsunless unique content is produced. 12/08/11 12
Google FreshSummary: Google’s latest update to their search algorithm which helps make results“fresher”. Given that “Fresher” results are likely to give you more relevant resultsGoogle is introducing its new algorithm change which will impact 35% of allsearches, as opposed to Panda which impacted only 12% of searches. The newchange will impact three types of searches: Recent Events or hot topics, RegularlyRecurring events, and Frequent updates.Takeaways: With this change, dealership site’s and their rankings are likely to beaffected; especially those with content management or frequently changing inventory.This seems like a beneficial change for our clients increasing the importance ofcontent management and regular updates to the site however it could have negativeimpacts pending on how Google plans to filter “fresh” results. 12/08/11 13
Google + Now Open for BusinessSummary: Business are now able to have a presence on Google+ by having Google+Pages. There are 5 page categories: Local Business or Place; Product or Brand;Company, Institution or Organization; Arts, Entertainment or Sports; Other. Thesepages are separate from Google Places pages. For a user to follow a business, it isn’tenough to click the “+1”, they will need to add the business to a Google+ circle.Google is also launching an icon for businesses to use on their site to entice following.Takeaways: Clients may ask about Google+ for businesses, so be aware that this isnow available. Dealers should have a GM or social manager set up the page as therecurrently isn’t an option for a page to have multiple administrators (though this issomething Google says is coming). 12/08/11 14
Google SSL Search QueriesSummary: Google has worked hard over the past few years to increase their services’use of an encryption protocol called SSL, as well as encouraging the industry to adoptstronger security standards. Any search that is performed by a user that is loggedinto their account will not be transferred to any analytics programs. SEOs &Webmasters will no longer be able to see every search term that brought a user to thewebsite.Takeaway: While this won’t likely have an effect on how people search, it willaffect reporting, such as our “Search Phrases” reports. If somebody chooses to usea secure search option we will not receive data of which search query drove them tothe site – which in turn will make it more challenging to see which search phrases areconverting best on the site. You will, however, be able to see an aggregated list of thetop thousand keywords (for the past 30 days) in Google Webmaster Tools. 12/08/11 15
Dynamic Search AdsSummary: Google has developed a new type of AdWords ad that will eliminate theneed for keywords. This ad will automatically produce ad copy, based on theadvertiser’s template, and by looking at the advertiser’s website content. The ad willbe automatically displayed by Google in response to search terms that Google deemsa good match for the advertisement. Google has been developing this dynamic searchad for two and half years and has tested it on many advertisers across severaldifferent verticals.Takeaway: Google developed this new type of ad in an effort to keep up with theconsistent changes in the types of queries users are performing. Google reported thatapproximately 16% of total daily searches are new. 12/08/11 16
AdWords Quality Score Boosts Landing Page Factor Summary: Two factors that Google uses to calculate Adwords Quality Score -- relevance and landing page quality -- are being given more weight. Takeaway: Since Quality score can affect bid price and placement in Google Adwords, it behooves us more than ever to ensure we have landing pages with content that closely relates to keywords we’re bidding on. This seems like a very tangible benefit of having closer integration between our SEO and SEM crew. 12/08/11 17