Livertising 6 seo + sea = sem
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  • http://www.marketingcharts.com/television/global-display-ad-spend-growth-forecast-to-outpace-paid-search-22423/?utm_campaign=newsletter&utm_source=mc&utm_medium=textlink Global Display Ad Spend Growth Forecast to Outpace Paid Search June 19, 2012 inShare 20 Rapid growth in social media and online video advertising is driving increases in the global display advertising market, which is forecast to rise by 20% annually from 2011 through 2014, according to a June 2012 forecast from ZenithOptimedia. The forecast calls for display advertising to account for 40% of global internet advertising in 2014 (or US $47.75 billion), up from 36% in 2011. And while paid search will still account for the largest proportion of online ad spending in 2014, at roughly 48.2%, that will be a small drop from 49.7% in 2011, due to slightly more muted annual growth of 15%. Overall, online advertising is expected to grow on average by 16% a year between 2011 and 2014, with classifieds posting the slowest annual growth of the major sub-categories, of 8%. Social Media Spend to See Substantial Growth The report estimates that social media advertising accounted for 14.4% of global online display advertising in 2011, or $3.94 billion. This figures only includes paid-for ads appearing within social media sites, and does not include non-paid activity by advertisers, such as brand pages and promotions. ZenithOptimedia expects this social media advertising figure to grow at an annual rate of 31% over the next 3 years, eventually accounting for 18.5% share of the global display ad market. According to a May forecast from BIA/Kelsey, US social media advertising revenues will increase from $3.8 billion in 2011 to $4.8 billion this year, and then more than double to $9.8 billion in 2016. Total Global Growth Revised Downwards ZenithOptimedia expects total global advertising spend to grow 4.3% to reach $502 billion USD this year, a downgrade from the 4.8% forecast made in March. By comparison, a separate forecast issued by Warc [pdf] this month predicts global advertising spend this year to rise 4.8%. Looking at spending by media, ZenithOptimedia expects global spending in two major ad media, TV and the internet, to grow significantly between this year and 2014. TV ad spend is expected to hit $200.8 billion this year and increase 11.65% to $224.2 billion in 2014. With online advertising growing at roughly 16% a year, the medium will reach $119.4 billion in spend by 2014. Ad spend in radio, cinema, and outdoor is expected to grow at a smaller rate, while expenditures for newspapers and magazines should moderately decline. Online to Gain Share at Traditional Media Expense The share of global ad spending represented by TV is expected to inch up to 40.4% this year and hold steady through 2014, while global cinema advertising will remain at 0.5% share through the period. The share of expenditures held by online advertising, predicted to reach 17.8% this year from 16% in 2011, is forecast to rise to 21.5% in 2014. All other advertising media will see a decline in spend share. Radio is projected to drop from 7.1% share in 2011 to 7% share this year and 6.6% in 2014. Outdoor will see a relatively more muted decline, from 6.6% in 2011 to 6.5% this year and 6.3% in 2014. Print media will see the largest drop-offs: the share of global ad spend represented by newspapers is forecast to fall from 20.2% in 2011 to 16.7% in 2014, while the share held by magazines will drop from 9.4% last year to 7.9% at the end of the forecast period. Developing Markets Driving Growth Between 2011 and 2014, ZenithOptimedia predicts that 60% of the world’s growth in ad spending will come from developing markets (defined as outside North America, Western Europe, and Japan). In fact, 50% will come from just 10 markets, with the BRIC (Brazil, Russia, India, and China) accounting for 35% alone. China will dominate ad spend growth in the developing markets, at $16.46 billion. Even so, the US will remain the dominant ad market in 2014, with Japan and China following. Russia’s growth will propel it into the top 10, ahead of South Korea. According to the Warc forecast, China’s ad market will grow by 11.3% in real terms this year (constant price forecasts take into account predicted inflation), while Russia’s will grow by 8.2%.
  • http://searchengineland.com/google-confirms-mayday-update-impacts-long-tail-traffic-43054 I asked Google for more specifics and they told me that it was a rankings change, not a crawling or indexing change, which seems to imply that sites getting less traffic still have their pages indexed, but some of those pages are no longer ranking as highly as before. Based on Matt’s comment, this change impacts “long tail” traffic, which generally is from longer queries that few people search for individually, but in aggregate can provide a large percentage of traffic. This change seems to have primarily impacted very large sites with “item” pages that don’t have many individual links into them, might be several clicks from the home page, and may not have substantial unique and value-added content on them. For instance, ecommerce sites often have this structure. The individual product pages are unlikely to attract external links and the majority of the content may be imported from a manufacturer database. Of course, as with any change that results in a traffic hit for some sites, other sites experience the opposite. Based on Matt’s comment at Google I/O, the pages that are now ranking well for these long tail queries are from “higher quality” sites (or perhaps are “higher quality” pages). My complete speculation is that perhaps the relevance algorithms have been tweaked a bit. Before, pages that didn’t have high quality signals might still rank well if they had high relevance signals. And perhaps now, those high relevance signals don’t have as much weight in ranking if the page doesn’t have the right quality signals. ------------------------------------ http://en.wikipedia.org/wiki/Google_Search#Google_Caffeine In August 2009, Google announced the rollout of a new search architecture, codenamed "Caffeine".[37] The new architecture was designed to return results faster and to better deal with rapidly updated information[38] from services including Facebook and Twitter.[37] Google developers noted that most users would notice little immediate change, but invited developers to test the new search in its sandbox.[39] Differences noted for their impact upon search engine optimization included heavier keyword weighting and the importance of the domain's age.[40][41] The move was interpreted in some quarters as a response to Microsoft's recent release of an upgraded version of its own search service, renamed Bing.[42] Google announced completion of Caffeine on June 8, 2010, claiming 50% fresher results due to continuous updating of its index.[43]
  • http://visual.ly/google-panda
  • David Eichholtzer (WAM) : "Penguin, ou le référencement moins sauvage selon Google" SOMMAIRE David Eichholtzer est directeur de l'agence Wam Referencement. © D.Eichholtzer David Eichholtzer (WAM) : "Google "Penguin" s'attaque aux liens externes dénués de qualité. Et ce filtre est plutôt évolué. Il discerne : d'un côté, les qualités intrinsèques du lien, c'est-à-dire :   L'emplacement des liens sur la page liante : en haut de page, en colonne de droite ou gauche, en footer , dans le corps du texte... tous ces emplacements ne se valent pas.   L'intitulé des liens, soit la qualité de l'" anchor text ", qui peut se focaliser sur une expression exacte ou être plus nuancé,   La capacité des liens à transmettre ou non un "jus de liens" (" linkjuice "),   La mise en exergue des liens (taille des caractères, couleur), La cohérence des liens avec le contexte sémantique. Il faut donc se demander : le texte autour d'un lien est-il cohérent avec le sujet du contenu pointé par le lien ?   Mais aussi le volume de liens émanent d'un même domaine et la fréquence à laquelle ils ont été diffusés, etc.. d'un autre côté, la qualité du site liant :   Le site fait-il autorité dans son domaine ?  Est-il bien positionné, fait-il référence, est-il concrètement cité par des médias, des sites institutionnels... Bref : a-t-il une marque avec un rayonnement, un écho sur le web incluant les réseaux sociaux ? Ces points pèsent également. Ici, la plupart des sites de communiqués de presse, d'annuaires du web (certains de ces sites sont très bien faits), de pseudo blogs, forums verticaux, sont particulièrement visés. http://www.journaldunet.com/solutions/seo-referencement/google-pingouin-les-conseils-des-experts-seo/david-eichholtzer-wam.shtml
  • Remember Miserable Failure? http://en.wikipedia.org/wiki/Spamdexing#Article_spinning Cloaking Cloaking refers to any of several means to serve a page to the s earch-engine spider that is different from that seen by human users. It can b e an a ttempt to mislead search engines regarding the content on a particular web site. Cloaking, however, can also be used to ethically increase accessibility of a site to users with disabilities or provide human users with content that search engines aren't able to process or parse. It is also used to deliver content based on a user's location; Google itself uses IP delivery , a form of cloaking, to deliver results. Another form of c loaking is code swapping , i.e. , optimizing a page for top ranking and then swapping another page in its place once a top ranking is achieved. Scraper sites Scraper sites are created using various programs designed to "scrape" search-engi ne results pa ges or other sources of content and create "content" for a website. [ citation needed ] The specific presentation of content on these sites is unique, but is merely an amalgamation of content taken from other sources, often without permission. Such websites are generally full of advertising (such as pay-per-click ads [8] ), or they redirect the user to other sites. It is even feasible for scraper sites to out rank original websites for the ir own information and organization names. [ edit ] Article spinning Article spinning involves rewriting existing articles, as opposed to merely scraping content from othe r si tes, to avoid penalties imposed by sear ch engines for duplicate content . This process is undertaken by hired writers or automated using a thesaurus database or a neural network .
  • Universal Search + Real time search + social search --  search intentions
  • Show standard google page and all databases 36 % of visitors click on news; 31 on pictures; 17 on videos (eTeamSys – march 2011)
  • Media results push down sites that have been optimised on nexs/text only
  • submission-required forms links in java, flash, ... robots don’t use search forms no-follow links too many links on the page
  • URL tips: 1. recency 2. own name 3. keyword rich (blue-kiwi >< bluekiwi) 4.
  • // Edgerank: d(e): time decay factor
  • Rule of inheritance
  • How? CONTENTS: quality, richness, coherence, consistency, …
  • Going LOCAL
  • Need to cover social-local-mobile search, e.g. http://www.marketingprofs.com/articles/2012/7098/five-must-dos-to-get-the-most-out-of-local-search?adref=nl021612&utm_source=mpt&utm_medium=howto&utm_campaign=basic&utm_term=search&utm_content=article You can't escape the studies and predictions about local search that establish it as an essential marketing task for businesses that want to increase sales: Local search is one of the fastest growing categories of online advertising, expected to increase as much as 10% per year through 2015. By 2015, 30% of all searches will be local, compared with 12% in 2009. 80% of all searches conducted via smartphone are for local products and services. Local search is a dynamic and evolving area of search, and it's drawing increased focus from major search engines as they strive to provide more user-friendly information. Google Places, for example, allows consumers to easily and quickly find relevant results and compare listings when they conduct a search for, say, "Chicago life insurance" or "San Diego car rental." Consider a local search program that our firm created for a global hotel and resort management company. The program was piloted at 18 properties and showed such success that another 25 jumped on board within the first year. Participation in the program has expanded to 175 properties after those initial 43 recorded an average of $17,000 in incremental bookings per month, or $4.3 million in additional business, during the first six months of 2010. The return on investment (ROI): $84 in bookings for each marketing dollar invested—3-5 times greater than the ROI from either pay-per-click ads or traditional directory (e.g., Yellow Pages) advertising. You don't need to have the deep pockets of a business like the hotel management company to capture the potential of local search and give yourself a competitive advantage. Here are five steps to help you reap the most benefit from local search. 1. Get your SEO in order Make sure your basic search engine optimization (SEO) is in order, paying particular attention to long-tail, geo-specific keywords throughout your website. Those are specific phrases that tie together your industry name and location, such as "Chicago life insurance agent" or "car rental in San Francisco." Proper usage of keywords on your website is vital to enhancing your presence on major search engines. If you have more than one location, create a unique, optimized location page for each store location. 2. Set up local profiles Claim and optimize your local profiles on search engines and directories (e.g., Google Places, Yellow Pages, chambers of commerce, review sites). Not claiming your profiles can significantly hurt consumers' ability to find your business. For example, we read of one family restaurant that was failing to capture any of its town's brisk tourist trade because Google had it listed as a grocery store, Yelp had it listed as an Italian restaurant, and Bing had it listed with the wrong address. None of the listings had the right phone number for the restaurant. By claiming your profiles, you can ensure that doesn't happen to you. Search engine algorithms like consistency, so be sure your business's name, address, and phone number (NAP) are consistent across the Web. In addition to the NAP, populate all applicable fields with information, such as business description, categories, and hours of operation. Including as much information as possible in your local profiles will improve the chances of your business locations' appearing in the results of relevant search queries. 3. Encourage customer reviews and ratings Encourage happy customers to rate and review your products and services via sites such as Yelp and Google. Nearly 70% of surveyed US consumers trust online consumer opinions as much as they trust personal recommendations, according to a 2010 BrightLocal survey. Customer reviews help search engine rankings and increase click-through rates and conversion rates. They also validate your business to search engines (e.g., Google, Yahoo, Bing), showing that you're actively serving customers and inspiring them to talk about you. Such user-generated content influences the search engines' decisions to rank you higher than your competition. 4. Don't forget the visuals Videos and photos increase your appeal by making your offerings appear more tangible. Plus, search engines love them. For example, Google recently started surfacing as many as five photos in its local search results from business' Google Places pages. Visuals boost your rankings, appeal to consumers, and help drive conversions. Customer testimonials, product or service demonstrations, answers to frequently asked questions, and images of your storefront and customer service staff are all good examples of relevant visual content. 5. Update your profiles Make sure your business profile information is current. Each month, update your profiles with specials, new products and services, photos and videos, as well as (if they've changed) NAP information and hours of operation. Remember that search engines like consistency, so make sure those updates are made across multiple platforms (e.g., Google Places, Yellow Pages, chambers of commerce, review sites). Read more: http://www.marketingprofs.com/articles/2012/7098/five-must-dos-to-get-the-most-out-of-local-search#ixzz1savaykm2 ------------------------ http://www.google.com/places/ Local recommendations - powered by you and your friends Find, rate and share places you know to discover new ones you'll love. Start rating Get your business found on Google Claim your business listing on Google - for free Sign up for Google Places, or login to learn insights about your business.
  • Going LOCAL
  • video transcription .net FAQ What is a transcript? A transcript is a text version of all of the words spoken in your video. We create a transcript by carefully watching and listening to your video — several times — and typing out every word that is spoken. In addition, we add timecodes, so that search engines and video sites know exactly when each sentence is spoken. You'll see why that's important in a moment. Why should I have my online videos transcribed? It's all about SEO. Without some help, Google can't tell much about your video aside from the title and tags that you provide when you upload it. By having your video transcribed, and uploading that transcript to YouTube, you're giving Google specific information about the content of your video. When someone searches for a phrase mentioned in the video, Google will be able to include your video in the search results, and may even start the video playing at the point where that search phrase is used. Here's an example: we searched for "sonic tape measure": not only was the video site able to find a video on the subject, it gives the viewer the option of starting the video at the moment that phrase is used. Thanks to time-coded transcription, Internet users will be able to quickly find the portion of your video that's most relevant to them. How do I upload the finished transcript to YouTube? On YouTube, just click on "My Account" and then "My Videos." Find the video you want to add captions to and then select it by clicking on the image. Scroll down to the "Captions and Subtitles" section at the bottom left. Then upload the captions/subtitles file. How do I upload the finished transcript to Google VIdeo? To add captions or subtitles to your video, log in to your Video Status page at Google Video, and click "Add Captions/Subtitles" in the "Actions" column for the selected video. We will provide your transcript in the time-coded format that Google Video requires. I'm not ready for my video to be seen by the world; how can I get it to you privately? Upload it to Google Video, but set the video as "unlisted" so that it won't be seen by the world. Google will give your video a private URL which you can supply to us. Later, when you're ready, you can make your video public. Can you transcribe videos at Revver, or other video sites? Absolutely — just tell us the URL of the video at any of those sites. However, at this time only YouTube and Google Video support captioned/subtitled video. So for now, time-encoded transcripts are only useful for videos that are available at YouTube and Google Video. (Of course, you can use the transcripts elsewhere too, such as on your own web site.) Is there a minimum cost per project? We don't mind transcribing short videos at all! The minimum fee per video is just $6 — videos of under 2 minutes will be charged $6. Can I see examples of your transcripts? Yes! Take a look at our clients page.
  • http://www.seomoz.org/blog/whats-really-included-in-an-seos-job-whiteboard-friday
  • Saved as video_sitemap_google Advice: http://blog.ramenos.net/referencement/9-choses-a-faire-pour-bien-referencer-vos-videos/# 9 choses à faire pour bien référencer vos vidéos Posted on 26 novembre 2010 by ramenos Si les moteurs de recherche sont toujours incapable de lire le contenu d’une vidéo et de référencer votre élément en fonction de cela, Google a fait de grands progrès dans la façon de gérer les éléments multimédias. Cependant, afin de maximiser ses chances d’avoir des résultats vidéos qui s’affichent comme ci-dessous, voici 9 actions que je vous recommande pour la partie vidéo de votre site : Créer un sitemap : aujourd’hui, Google est tout à fait capable d’interpréter correctement l’élément vidéo et de le ranger à la bonne place dans son index. Aussi pour maximiser ses chances de référencement au mieux l’ensemble de ses vidéos, il est recommandé de créer un Google Sitemap vidéo. Utiliser un format vidéo standard : même si ça tombe sous le sens, il vaut mieux s’assurer d’avoir un format vidéo reconnu par les moteurs. Pour info, Google accepte les formats suivants : .mpg, .mpeg, .mp4, .m4v, .mov, .wmv, .avi, .asf, .ra, .ram et le .flv. Avoir une URL unique par vidéo : essentiel pour une bonne indexation, assurez-vous de ne pas avoir plusieurs URL différentes pour une même unique. Tous les éventuels problèmes de paramètres/provenance liés à votre plateforme vidéo ne doivent pas impacter sur le référencement des URL. Mettre à jour son fichier robots.txt : assurez-vous de vérifier que le contenu de votre fichier robots.txt n’empêchera pas vos vidéos d’avoir un bon positionnement… Générer un title et une meta description unique par vidéo : les basiques du référencement mais il vaut mieux le rappeler. Avoir une structure hiérarchique crawlable : indexer les vidéos, c’est facile mais n’oubliez pas que chaque élément unitaire prend toute son importance lorsqu’il possède plusieurs chemins d’entrées. Privilégier un temps de chargement optimal : si le temps de chargement d’une page n’est pas un critère majeure pour le SEO, je ne suis pas sur que Google puisse privilégier les pages vidéos de votre site si celles-ci mettent bien plus de temps à se charger que les autres célèbres plateformes… De mon côté, je privilégie HTML 5 à fond pour les vidéos… Autoriser les commentaires : améliorer l’expérience utilisateur, augmenter sa masse sémantique et rendre plus vivante une page sont 3 raisons pour lesquelles je vous recommande d’autoriser les commentaires pour chaque vidéo en ligne. Utiliser un transcripteur : les moteurs ne peuvent bien évidemment pas lire le contenu d’une vidéo. En revanche, rien ne vous empêche vous d’utiliser un programme qui va se charger de retranscrire le contenu de votre vidéo au format texte. Vous pourriez très bien ajouter ce contenu après la vidéo dans votre page, afin de rendre ces pages plus performantes au niveau sémantique. Si ce n’est pas spécialement joli, rien ne vous empêche de mettre ce texte derrière un onglet où un “+” qui fait dérouler une box. D’ailleurs, j’ai remarqué que depuis quelques temps, le site SEOMoz en utilise un pour ces “vidéos du vendredi” (voir l’exemple). Certains de ces conseils peuvent paraître anodins, mais croyez-moi, c’est plus simple d’anticiper et de préparer tout cela au début plutôt que de devoir retaper vos pages, voire votre plateforme (oui oui, je parle en connaissance de cause :) ).
  • SERPs are more and more tailored to the individual googler on the basis of about 50 criteria: IP (geoloc) – past history, browser lg, social network
  • // nr of visitors: define interesting KPIs to analyse the consequences to understand the causes: Share of search-generated traffic Evolution of ditto Quality of your keywords Conversation / bounce rate of keywords Analysis of search-generated traffic Cfr crazyegg’s heatmap
  • http://econsultancy.com/be/reports/uk-search-engine-marketing-benchmark-report
  • Main benefits: Audience definition – Adaptability - Analytics
  • SERPs are more and more tailered to the individual googler on the basis of about 50 criteria: IP (geoloc) – past history, browser lg, social network
  • Recent reports from IgnitionOne and Marin Software indicate that mobile is at the forefront of paid search growth, and the latest quarterly trend report from Performics appears to support mobile’s growth. Looking at its aggregate client base, Performics notes that mobile paid search spend accounted for 17.8% of all paid search spend in March 2012, up from 14.7% in December 2011, and more than triple the 5.1% share it held a year earlier. In fact, in dollar volume, the report notes that spend volume is close to 5 times higher on a year-over-year basis, as advertisers have jumped into the fray to catch this trend. Even so, mobile is not cannibalizing desktop, just growing at a faster pace. Impression Share Peaks in March Data from the “Performics Mobile Search Benchmarks & Trends Q1 2012″ report indicates that the share of impressions held by mobile peaked in March, at 18.6%, up from its previous peak of 16.6% in December. Mobile’s share of impressions almost doubled on a year-over-year basis, from 10.7% in March 2011. According to the report, tablets now account 32.1% of mobile spend, and 39.6% of all impressions, with the latter representing a 12.1% month-over-month increase. Mobile Reaches 1 in 4 Clicks Meanwhile, mobile paid clicks also hit a peak in March, at 24.6% share of all clicks, up from its previous high of 21.8% in December. In terms of click volume, March still trailed December, though. The 24.6% share held by mobiles and tablets in March was a dramatic increase from the 9.5% share held just a year earlier. Tablets accounted for 36.5% of mobile clicks in March. Other Findings: Cost per click rates (CPCs) on tablets are 85% of desktop CPCs, while smartphone CPCs are 55% of desktop CPCs. This is similar to Q1 results from Marin Software, which found CPCs on tablets to be 24.1% lower than on computers ($0.63 vs. $0.83), with smartphones sporting the lowest of all ($0.53) Click-through rates (CTRs) for mobiles and tablets combined increased by 9.8% month-over-month, and 25.2% year-over-year in March, remaining ahead of desktop CTRs, according to the Performics report. The March increase was driven by mobile devices (up 18.2% month-over-month) rather than tablets, which decreased 2.1%. Performics insight suggests that Google is providing advertisers with more opportunities for enhanced listings on smartphones, which occupy more space, driving the higher CTRs. Similar results were found in an iProspect report [download page] released in April 2012: smartphone CTRs for its 45 retail clients during the 2011 holiday season exceeded all other devices, averaging 9.3%, more than triple that of desktop PPC ads.

Livertising 6 seo + sea = sem Livertising 6 seo + sea = sem Presentation Transcript

  • Issues in Marketing Communication:LIVErtising # 6SEO + SEA =SEM
  • is online?HOW BIG ?
  • LIVErtisingadvertising models evolvingTRADITIONALADVERTISINGPERMISSIONADVERTISINGNETWORKED /CONNECTEDADVERTISINGBroadcastPrintCinemaOutdoorDMSpam mailPop upsFB adsSearchBannersNewsletterPodcastBlogContent MgFB page Social sharesRTsInteractionsCommentsCommunitiesForums
  • Issues in Marketing Communication:LIVErtising # 6SEO + SEA =SEM
  • 1.SEO2.SEASEM =
  • Google evolution #1
  • Changes in the algorythm
  • Changes in the algorythm
  • Spamdexing:CloakingContent spinningScraping
  • Google evolution #2
  • Universal search
  • 36 %31 %17 %Universal search
  • Universal search
  • SEOptimization
  • Optimization =ONpage +OFFpage
  • Onpage =• organisation• structure• quality• freshness• URL• HTML code• visible andinvisible• obstacles(Javascript/ Flash/ Ajax/pictures / videos)• coherent• rich/relevant
  • Onpage =• organisation• structure• quality• freshness (QDF)QueryDeserveFreshness
  • Onpage =
  • OFFpage = authority
  • PR 83.61.21.21.2
  • Trust Rank
  • LOCAL SEO
  • VIDEO SEO
  • Video SEO
  • QuickTime™ and adecompressorare needed to see this picture.
  • SO...
  • So…First position no longermeans anything…or not much
  • 1.SEO2.SEASEM =
  • SERPkeywordsSEA = Adwords = Auction
  • QuickTime™ and adecompressorare needed to see this picture.SEA = Adwords = Auction
  • AdRank1.Expected CTR2.Relevance3. Landing Page= QS x MaxCPC?SEA = Adwords = Auction
  • AdRank = QS x MaxCPCSEA = Adwords = Auction142 eur1 eureuros42 #2#1
  • SEM:two last comments
  • To be continued…
  • QuickTime™ and ampeg4 decompressorare needed to see this picture.