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SEARCH
MARKETING
STILL THE KILLER APP
OF ONLINE PRESENCE
Dayn Wilberding, Director of Digital Culture : Grady Britton
Ben ...
Let’s review.
Online Presence / Social Media / Search Marketing
The Web is dead. Long live the Internet.
Less about browsing and more about getting.
BRAND
visitor content
browser
web
visitor content
browser
internet
Your Website
BRAND
Your Website Your Online Presence
Human view
Your Website Your Online Presence
Search Engine view
Identity has evolved.
What does that mean
for search marketing?
Search Marketing: (Still) the Killer App of
Marketing Your Business Online
Twitter: @AmplifySEM
PAID RESULTS VS ORGANIC (SEO)
“SEM” Refers to Both
PPC - 20% of Clicks
SEO
80% of Clicks
Twitter: @AmplifySEM
WHY IS SEARCH SO CRITICAL?
• Over 80% of all Internet traffic begins at
a search engine
• 63% of user...
Twitter: @AmplifySEM
SPEND YOUR MONEY ON SEM
Search Engine Optimization (SEO)
House Email Marketing
Paid Search Marketing ...
Traditional Keys to Search Marketing
Twitter: @AmplifySEM
HOW (AND WHY?) DOES SEARCH WORK?
Speak the same
language as your
target audience
Keywords are like
ma...
Twitter: @AmplifySEM
SEARCH ENGINES CAN DO 2 THINGS
• Read Text and Follow Links
• Rankings are based on those 2
cues alon...
Twitter: @AmplifySEM
Influence Rankings
•Title Tag - unique to every page
•Body Copy - if you don’t say it, don’t
expect t...
Twitter: @AmplifySEM
#1 SEO Take Home Tip:
Turn Images and JavaScript off and
review your site…
This is how a search engin...
Twitter: @AmplifySEM
SEO PRIMER: WEBMASTER TOOLS
Twitter: @AmplifySEM
On-Site Optimization is Absolutely Critical…
…But How Do You Win?
Twitter: @AmplifySEM
AUTHORITY MAKES SEARCH GO
Authority: Links = Authority = Rankings
24%
22%
20%
15%
7%
6% 5%
Trust/Auth...
Twitter: @AmplifySEM
BUT SEARCH IS NOW BIGGER THAN YOUR SITE
The Content and the Experience Matter - Not the Container
Twitter: @AmplifySEM
FUTURE OF SEARCH
SEM & Other Disciplines Need to Work Together to Build Authority
Twitter: @AmplifySEM
SEARCH IS BIGGER THAN YOUR SITE
A Practical Example
LESSONS?:
•Build and curate your presence
•Own yo...
Twitter: @AmplifySEM
BUT YOU ARE NOT IN CONTROL
3rd Party Site
BUT YOU ARE NOT IN CONTROL
3rd Party Site
Twitter: @AmplifySEM
WHAT’S IT ALL MEAN?
• Content is indeed still king
• But content takes many different forms
• Search ...
Twitter: @AmplifySEM
Build Authority: Social Supports SEO
Social Media Reaches the People With the Power to Link
Appealing...
Twitter: @AmplifySEM
WHAT MAKES CONTENT SHAREABLE?
Find relevance between your keywords and current trends & topics
Tap in...
Twitter: @AmplifySEM
HEDGE YOUR BETS - KNOW THE PLAYING FIELD
7 Scientifically Proven Ways to Get Shared on Facebook - Dan...
Twitter: @AmplifySEM
TAKEAWAYS FOR SEO & SOCIAL
• Both SEO & Social thrive on content
– Create timely content to increase ...
So that’s what’s happening with search now
But what’s in store for the future?
Twitter: @AmplifySEM
Are Users Searching on Social Sites?	
• Only for people
• “Lazy Web” or “Crowdsourcing” > Users ask
f...
Twitter: @AmplifySEM
Google’s Take - Social Circle
• Integrating content from your connections
• Impact: You’ve gotta be c...
Twitter: @AmplifySEM
BONUS “FUTURE OF SEARCH” TIP
MOBILE INCREASES IN IMPORTANCE
 Mobile Internet usage is exploding with...
Twitter: @AmplifySEM
SEM PUNCH LIST
• Know your keywords & put your finger on the pulse
• Optimize your site
• Build autho...
THANKS!
Get the paper:
www.amplify-interactive.com/pbj
Other links:
http://www.delicious.com/Amplify.Interactive/pbj
http:...
TOP 6 BIZDEV
SERIES TAKEAWAYS
Go forth, and multiply your presence.
1TOP 6 BIZDEV
TAKEAWAYS
Think beyond the browser.
2TOP 6 BIZDEV
TAKEAWAYS
Become a content generator.
2bTOP 6 BIZDEV
TAKEAWAYS
Have a blog.
(Become a content generator.)
2cTOP 6 BIZDEV
TAKEAWAYS
See also 2a.
(Become a content generator.)
3TOP 6 BIZDEV
TAKEAWAYS
Consider the context.
4TOP 6 BIZDEV
TAKEAWAYS
Know your audience.
5TOP 6 BIZDEV
TAKEAWAYS
Build authority, everywhere.
6TOP 6 BIZDEV
TAKEAWAYS
Make your online presence
a priority.
Thank you.
Amplify-Interactive.com
GradyBritton
delicious.com / daynw / pbj1
delicious.com / daynw / pbj2
delicious.com / ...
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Search Marketing - Still the killer app of online presence.

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  • Kant -
    Thanks for the feedback (and for downloading my paper)
    I believe you're looking at the presentation in Google instead of using a PDF reader like Adobe or Preview (mac). I actually tried emailing you back after seeing your download but the email bounced. On closer inspection I see why (your domain was in the email address twice). I will follow up via email and send you the whitepaper again.
    Thanks!
    Ben
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Forwarding your request to Ben at Amplify. Thanks!
       Reply 
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    Your message goes here
  • Thanks. I did look and listen to Ben presentation.

    BTW, I downloaded the white paper, but many parts of the paper are unreadable because those portions are overlaid by 'large' Amplify banners.

    Can please tell me how to get a 'clean' copy'?

    Thanks.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Thanks for viewing, Kant. I co-presented this deck with Ben Lloyd of Amplify Interactive. His section of this presentation (with audio!) is here: http://www.slideshare.net/benjaminlloyd/search-marketing-still-the-killer-app-audio
       Reply 
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  • It's interesting to note that this presentation is not listed under your company name - Amplify - in Slideshare, which has 3 other presenations.
       Reply 
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Transcript of "Search Marketing - Still the killer app of online presence."

  1. 1. SEARCH MARKETING STILL THE KILLER APP OF ONLINE PRESENCE Dayn Wilberding, Director of Digital Culture : Grady Britton Ben Lloyd, President : Amplify Interactive PRESENTED BY PORTLAND BUSINESS JOURNAL - 2010 BIZDEV SEMINAR SERIES #3
  2. 2. Let’s review. Online Presence / Social Media / Search Marketing
  3. 3. The Web is dead. Long live the Internet. Less about browsing and more about getting. BRAND
  4. 4. visitor content browser web
  5. 5. visitor content browser internet
  6. 6. Your Website BRAND
  7. 7. Your Website Your Online Presence Human view
  8. 8. Your Website Your Online Presence Search Engine view
  9. 9. Identity has evolved.
  10. 10. What does that mean for search marketing?
  11. 11. Search Marketing: (Still) the Killer App of Marketing Your Business Online
  12. 12. Twitter: @AmplifySEM PAID RESULTS VS ORGANIC (SEO) “SEM” Refers to Both PPC - 20% of Clicks SEO 80% of Clicks
  13. 13. Twitter: @AmplifySEM WHY IS SEARCH SO CRITICAL? • Over 80% of all Internet traffic begins at a search engine • 63% of users research buying decisions online • 61% of users visit your brand Website before buying (even if buying offline) • Consumers turn to information sources that aren’t your Web site – Search is about “getting found” – You’ve got to extend your brand
  14. 14. Twitter: @AmplifySEM SPEND YOUR MONEY ON SEM Search Engine Optimization (SEO) House Email Marketing Paid Search Marketing (PPC) Direct Mail Public Relations Online Advertising Print Advertising 0% 25% 50% 75% 100% 27% 14% 28% 14% 6% 9% 11% 32% 39% 9% 34% 11% 11% 4% 27% 31% 24% 25% 30% 17% 18% 14% 17% 39% 28% 53% 63% 67% Strongest Tactic Highly Variable Low Value Tactic Hard to Gauge MarketingSherpa 2009-2010 Search Marketing Benchmark Report In-House Marketers Compare ROI of Marketing Tactics
  15. 15. Traditional Keys to Search Marketing
  16. 16. Twitter: @AmplifySEM HOW (AND WHY?) DOES SEARCH WORK? Speak the same language as your target audience Keywords are like market research
  17. 17. Twitter: @AmplifySEM SEARCH ENGINES CAN DO 2 THINGS • Read Text and Follow Links • Rankings are based on those 2 cues alone • This is the past, present and future of search
  18. 18. Twitter: @AmplifySEM Influence Rankings •Title Tag - unique to every page •Body Copy - if you don’t say it, don’t expect to rank for it •Anchor Text •Categorized Content & Cross Links SEO PRIMER: OPTIMIZE YOUR SITE
  19. 19. Twitter: @AmplifySEM #1 SEO Take Home Tip: Turn Images and JavaScript off and review your site… This is how a search engine sees your site SEO PRIMER: WHAT SEARCH ENGINES SEE Same Page with Images Turned Off •Can Still Navigate •Can Still Read Copy •Image Links Replaced with Text Links If You CAN’T Get Around Your Site This Way - Neither Can a Search Engine Spider
  20. 20. Twitter: @AmplifySEM SEO PRIMER: WEBMASTER TOOLS
  21. 21. Twitter: @AmplifySEM On-Site Optimization is Absolutely Critical… …But How Do You Win?
  22. 22. Twitter: @AmplifySEM AUTHORITY MAKES SEARCH GO Authority: Links = Authority = Rankings 24% 22% 20% 15% 7% 6% 5% Trust/Authority of Host Domain Link Popularity of Specific Page Anchor Text of External Links On-Page Keyword Usage Traffic and Click Through Data Social Graph Metrics Registration and Hosting Data The takeaway? On-site optimization is critical, but links and other off-site factors are a tremendous part of the ranking algorithm -Source: 2009 SEOmoz study “Search Engine Ranking Factors” Overall Ranking Algorithm
  23. 23. Twitter: @AmplifySEM BUT SEARCH IS NOW BIGGER THAN YOUR SITE The Content and the Experience Matter - Not the Container
  24. 24. Twitter: @AmplifySEM FUTURE OF SEARCH SEM & Other Disciplines Need to Work Together to Build Authority
  25. 25. Twitter: @AmplifySEM SEARCH IS BIGGER THAN YOUR SITE A Practical Example LESSONS?: •Build and curate your presence •Own your reputation •Everything that goes online can be leveraged for search
  26. 26. Twitter: @AmplifySEM BUT YOU ARE NOT IN CONTROL 3rd Party Site BUT YOU ARE NOT IN CONTROL 3rd Party Site
  27. 27. Twitter: @AmplifySEM WHAT’S IT ALL MEAN? • Content is indeed still king • But content takes many different forms • Search engines are trying to present the most timely & relevant content • Marketers have got to become content generators • Content will beget links (authority) • Links will beget rankings • Social is an opportunity to create links with content • So, combine your SEO & social efforts
  28. 28. Twitter: @AmplifySEM Build Authority: Social Supports SEO Social Media Reaches the People With the Power to Link Appealing to the types of users who have the power to link will generate more links, which raises a site’s authority What Types of Users Link? • Website/Blog owners (ie – they have the ability to link!) • Participate in social media sites, forums & groups • Looking for great “stories” to share
  29. 29. Twitter: @AmplifySEM WHAT MAKES CONTENT SHAREABLE? Find relevance between your keywords and current trends & topics Tap into topics of discussion around a keyword Latch on to current topics - find a tie-in
  30. 30. Twitter: @AmplifySEM HEDGE YOUR BETS - KNOW THE PLAYING FIELD 7 Scientifically Proven Ways to Get Shared on Facebook - Dan Zarella, HubSpot, FastCompany - 2010
  31. 31. Twitter: @AmplifySEM TAKEAWAYS FOR SEO & SOCIAL • Both SEO & Social thrive on content – Create timely content to increase the likelihood of sharing • Organizations & marketers must adapt – Marketing organizations must become publishers • Break down barriers to publishing – Timeliness is key – You need a blog – Does IT or Legal = business prevention? Fix it. • Learn to listen, engage
  32. 32. So that’s what’s happening with search now But what’s in store for the future?
  33. 33. Twitter: @AmplifySEM Are Users Searching on Social Sites? • Only for people • “Lazy Web” or “Crowdsourcing” > Users ask for ideas & recommendations – Become part of the network – Join the conversation – Have a good reputation • Users fan/follow brands – Be findable • Users give opinions on brands – Monitor and engage • Users attend offline events / meet ups to connect over similar interests – Connect & win fans offline (engage/ sponsor/support/organize)
  34. 34. Twitter: @AmplifySEM Google’s Take - Social Circle • Integrating content from your connections • Impact: You’ve gotta be connected
  35. 35. Twitter: @AmplifySEM BONUS “FUTURE OF SEARCH” TIP MOBILE INCREASES IN IMPORTANCE  Mobile Internet usage is exploding with the adoption of smart phones  Mobile searchers are task-oriented, close to converting  You must consider the mobile experience for your visitors  Are content needs & conversion points different?  What about an App?  Many times mobile visits are a result of social apps - sharing is likely to result in mobile visits  Is your content mobile-friendly?  PPC can be targeted at mobile  SEO is about the same, but what do the results look like?
  36. 36. Twitter: @AmplifySEM SEM PUNCH LIST • Know your keywords & put your finger on the pulse • Optimize your site • Build authority – No social strategy? Get one. – Make sure SEM, PR, Social & Creative are talking – Content - remove barriers to nimble & frequent publishing • What’s your mobile strategy?
  37. 37. THANKS! Get the paper: www.amplify-interactive.com/pbj Other links: http://www.delicious.com/Amplify.Interactive/pbj http://www.sempdx.org/
  38. 38. TOP 6 BIZDEV SERIES TAKEAWAYS Go forth, and multiply your presence.
  39. 39. 1TOP 6 BIZDEV TAKEAWAYS Think beyond the browser.
  40. 40. 2TOP 6 BIZDEV TAKEAWAYS Become a content generator.
  41. 41. 2bTOP 6 BIZDEV TAKEAWAYS Have a blog. (Become a content generator.)
  42. 42. 2cTOP 6 BIZDEV TAKEAWAYS See also 2a. (Become a content generator.)
  43. 43. 3TOP 6 BIZDEV TAKEAWAYS Consider the context.
  44. 44. 4TOP 6 BIZDEV TAKEAWAYS Know your audience.
  45. 45. 5TOP 6 BIZDEV TAKEAWAYS Build authority, everywhere.
  46. 46. 6TOP 6 BIZDEV TAKEAWAYS Make your online presence a priority.
  47. 47. Thank you. Amplify-Interactive.com GradyBritton delicious.com / daynw / pbj1 delicious.com / daynw / pbj2 delicious.com / Amplify.Interactive / pbj daynw@gradybritton.com AmplifySEM ben@amplify-interactive.com GradyBritton.com
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