State of Search Briefing February 3, 2011
State of Search SEO, SEM = Basic Foundation…but not really marketing
State of Search SEO, SEM = Basic Foundation…but not really marketing Visibility Performance
<ul><li>Ability to engineer search results </li></ul><ul><li>Extremely diminished </li></ul><ul><ul><ul><ul><li>Google Ins...
Onsite Optimisation Components
Online-Offsite Actions
Google Instant Search Recommends search terms Based your YOUR click history
Location Search terms Results driven By  Google Places Date source = Google Places Significantly reduced ‘real estate’ For...
Links streamed from Review sites + other Data sources
From Home Page Text Media Reviews
 
Property Specific Map + Area Attractions Created for website link
Click through the Icon to map listing
Bing is gaining influence Uses Google-like tactics
If a user clicks on a recommended Search phrase, it will not show in Key word analytics
Bing – Geo Orientation For Map search results
WebsiteTraffic Source
Website Referring Sources Maps increasing Google search = 6 + 8
Key Search Phrases Brand Name driven Strategy  =  Step up Map visibility +  Property Name  Search results
Key search Terms Basically unchanged over previous 6 months
Back to Google Places   Search results
Back to Google Places  In addition to GA visitor data  – Blue = impressions Green = how many clicked through
Back to Google Places   Promo section – can be updated By each property Use for App promo, at launch
Google Places Paid for Enhanced Tags
State of Search So what are we doing for Visibility Performance –  Given all these changes ???
<ul><li>State of Search </li></ul><ul><li>Geo oriented mini-network in existing site </li></ul><ul><li>Optmise for individ...
New page Text link Text link Mini network: Property name SEO + Locale content 02/03/11 New page New page
<ul><li>State of Search </li></ul><ul><li>Get EACH property  ‘on the map’ </li></ul><ul><ul><li>Google Places registration...
Your Property Here…
State of Search Questions…comments….ideas….all welcomed Liz Craig [email_address] Feb 3, 2011
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Transcript of "Cheval stateof search"

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