Cheval Briefing State of Search
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Cheval Briefing State of Search

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Feb 3 2011 for Cheval Residences

Feb 3 2011 for Cheval Residences

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Transcript

  • 1. State of Search Briefing February 3, 2011
  • 2. State of Search SEO, SEM = Basic Foundation…but not really marketing
  • 3. State of Search SEO, SEM = Basic Foundation…but not really marketing Visibility Performance
  • 4.
    • Ability to engineer search results
    • Extremely diminished
          • Google Instant Search
          • Google personalisation of results
            • based on click behaviour
          • Google streaming reviews + other sites’ content
          • Reduced ‘real estate’
          • Google Places domination of 1st page
          • Increase of Bing search engine
  • 5. Onsite Optimisation Components
  • 6. Online-Offsite Actions
  • 7. Google Instant Search Recommends search terms Based your YOUR click history
  • 8. Location Search terms Results driven By Google Places Date source = Google Places Significantly reduced ‘real estate’ For organic results
  • 9. Links streamed from Review sites + other Data sources
  • 10. From Home Page Text Media Reviews
  • 11.  
  • 12. Property Specific Map + Area Attractions Created for website link
  • 13. Click through the Icon to map listing
  • 14. Bing is gaining influence Uses Google-like tactics
  • 15. If a user clicks on a recommended Search phrase, it will not show in Key word analytics
  • 16. Bing – Geo Orientation For Map search results
  • 17. WebsiteTraffic Source
  • 18. Website Referring Sources Maps increasing Google search = 6 + 8
  • 19. Key Search Phrases Brand Name driven Strategy = Step up Map visibility + Property Name Search results
  • 20. Key search Terms Basically unchanged over previous 6 months
  • 21. Back to Google Places Search results
  • 22. Back to Google Places In addition to GA visitor data – Blue = impressions Green = how many clicked through
  • 23. Back to Google Places Promo section – can be updated By each property Use for App promo, at launch
  • 24. Google Places Paid for Enhanced Tags
  • 25. State of Search So what are we doing for Visibility Performance – Given all these changes ???
  • 26.
    • State of Search
    • Geo oriented mini-network in existing site
    • Optmise for individual property name
    • Text links to enhanced
        • Google Map
        • Bing Map
    • Update Qype, Yell ‘Trusted Places’, Yelp
      • Shared directory sources
  • 27. New page Text link Text link Mini network: Property name SEO + Locale content 02/03/11 New page New page
  • 28.
    • State of Search
    • Get EACH property ‘on the map’
      • Google Places registration
      • Quality – synced – descriptions
      • Tagged photos
      • Enhanced listings
  • 29. Your Property Here…
  • 30. State of Search Questions…comments….ideas….all welcomed Liz Craig [email_address] Feb 3, 2011