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Perspectiva Online: Analítica Web, Redes Sociales y Optimización de Conversiones l Search Congress 2009
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Perspectiva Online: Analítica Web, Redes Sociales y Optimización de Conversiones l Search Congress 2009

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Presentación ofrecida por Onetomarket en el Search Congress Barcelona 2009 acerca del nuevo panorama del marketing online para convivir estratégicamente con la crisis: analítica web, redes sociales, …

Presentación ofrecida por Onetomarket en el Search Congress Barcelona 2009 acerca del nuevo panorama del marketing online para convivir estratégicamente con la crisis: analítica web, redes sociales, optimización de conversiones.
El director general de Onetomarket España, lennert de Rijk, ofrece una completa descripción de la analítica web, redes sociales, optimización de conversiones.

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  • 1. Search Congress Barcelona 29th of January 2009
  • 2. Who am I and who do I work for? quot;It is not the strongest of the species that survives... but the one most responsive to change.quot; Lennert de Rijk -Charles Darwin Dutch male living in Barcelona Managing Director and cofounder Onetomarket Spain
  • 3. In times of crisis...... quot;It is not the strongest of the species that survives... but the one most responsive to change.quot; -Charles Darwin
  • 4. Market developments
  • 5. Trend : online!
  • 6. enablers of lead generation and nurturing
  • 7. Latest US ROI survey
  • 8. It´s not all about Google
  • 9. Too much to talk about
  • 10. Only 50 slides to go... So let´s focus on Local & Universal Search Social Media Analytics Some SEO statements (introduction to ...)
  • 11. Local Search What Where Why When Ways
  • 12. What is Local Search Local Search is search behavior not focused on ‘what’ but also on ‘where?’ Examples: “Hotels in Barcelona”, “Starbucks near Potsdamer Platz” or “Airport Germany”.
  • 13. Where Local Search Maps in Universal Search Results • Onebox, Three-pack, 10-pack
  • 14. Why Local Search – Universal Search
  • 15. Why Local Search Results show up in the normal SERPs Located in the heat-map Affects click-through rate Optimal result: Your Organic URL multiple times on the frontpage!
  • 16. Why Local Search Think Global, Act Local In US, 40% of search terms are ‘local’ Local = Mobile Branch Examples Travel Hotel, Apartments, Airports Search Food, Restaurants, Retail Entertainm Bars, Nightclubs, Theater ent Places Hospitals, Churches, Banks, Postal offices, Petrol Stations Brands Starbucks, McDonalds, etc
  • 17. When Local Search You run a business with physical locations Discover You want your potential customers to find you in the local search engines and Universal Search results. Recover You want to help your current customers by lending them a helping hand in finding your business
  • 18. Ways Local Search Advertise (Local Business Ads) Optimize (Local SEO, build good store locators) User Generated Content • Local = Social (Reviews, user ratings ) Only 10 results available
  • 19. Competitive markets Ranking factors in Google Maps • Claim your business • Incoming links and citations (webreferences*) • Reviews/ratings • Distance from the centroid authority • Business title *) a reference to your business on some other website. It is not necessarily a link and always contains your business address and/or phone number. Geographically relevant websites talking about your business increase your Local search engine rankings.
  • 20. Less competitive markets Bar downstairs our office
  • 21. In the beginning there were social networks
  • 22. Published in 1999! ‘Markets are conversations ‘ ‘The Internet is enabling conversations among human beings that were simply not possible in the era of mass media. ‘
  • 23. Social Media Source:PEW
  • 24. Different approach needed COMMUNICATIONS SOCIAL MEDIA MEDIA Space defined by Media Owner Space defined by Consumer Brand in control Consumer in control One way / Delivering a message Two way / Being a part of a conversation Repeating the message Adapting the message/ beta Focused on the brand Focused on the consumer / Adding value Entertaining Influencing, involving Company created content User created content / Co-creation
  • 25. SO HOW CAN I CREATE A COMMUNITY?
  • 26. WRONG QUESTION
  • 27. “Communities already exist. Instead, think about how you can help that community do what it wants to do” Mark Zuckerberg
  • 28. Join the conversation here: 1. Facebook, Tuenti, .. 2. Youtube 3. Twitter 4. We don´t know yet….
  • 29. Twitter: fastest growing social network
  • 30. Social Media Communication AND BE POSITIVE BECAUSE POSITIVITY SPREADS
  • 31. Social media & crowdsourcing
  • 32. It´s about you! Launch new website SEO Book PR Events (non) sponsored Blogs Surveys/articles
  • 33. To Tweets
  • 34. And then spreads to other forms
  • 35. Like your corporate blog
  • 36. But target …… not to miss your goal
  • 37. So, give the right directions! And use analytics!
  • 38. Webanalytics MEASURE ANALYSE OPTIMISE
  • 39. Why Do I Need Web Analytics? To Answer These Basic Questions: • How many people visit my site? • What pages are getting visited? • How do visitors reach my site? Or Some More Advanced Ones: • Where do my best visitors come from? • How much do I earn on average per visitor? • Which pages help to convert visitors into buyers?
  • 40. Problems with Universal Search Source: Google Medium: Organic Keyword phrase: `Nissan Titan` Landing page for text link: http://an.example.com/nissan-titan/ Landing page for Universal Search Image link: http://an.example.com/nissan-titan/ They are the same!
  • 41. Tracking Universal Search Define verticals Set up filters Gain insight in clicks from organic results by setting up filters to determine your traffic from blended results Research available by one of our colleagues: http://www.searchcowboys.com/seo/256
  • 42. Universal Search : Increase ROI with research Research Research Research Do images get less clicks? Or more? And is someone who clicked on an image more likely to convert into a lead or action?
  • 43. Record Progress & Popularity Referral Traffic Page Views Unique Visits – – Return Visits Regions / Languages Pg View / User – – Visits / User Browsers Search Traffic – –
  • 44. Determine the Success of Your Site Bounce Rate Browse Rate Return Visits Visitor Loyalty Pg Views / Visit Traffic Growth Transactions Advanced Metrics (using action tracking)
  • 45. How Should I Employ Analytics Data Find Specific Metrics that are applicable to your site: • Problems that need to be addressed • Weaknesses in your site's offerings • Opportunities for new content or marketing Create a Dashboard to Show you the Most Important Data Daily
  • 46. Online influences offline sales comScore study 2007 Direct Response just 17% Of the total conversion And: 30% of all users are deleting their Cookies regularly!
  • 47. Conversion Value comScore study 2007 Real conversion value is about 6.6 times higher! Tracked conversion worth Real conversion worth
  • 48. SEO
  • 49. Did I hear ´SEO ha muerto´?
  • 50. This kind of SEO is dead indeed
  • 51. This kind of SEO is dead indeed Like footerlinks (well actually not SEO at all)
  • 52. This kind of SEO is dead indeed Like footerlinks (well actually not SEO at all)
  • 53. We only want a nr. 1 position in Google?
  • 54. SEO is difficult, so what sort of hat will you wear? Instead ….. SEO is becoming mature http://blog.outer-court.com/archive/2006-11-01-n72.html
  • 55. Searchcowboys is coming to Spain!
  • 56. Searchcowboys is coming to Spain! - A website about search - With a focus on Europe - With bloggers from around Europe - With the latest news - With background information - Keep up-to-date and informed
  • 57. Searchcowboys is coming to Spain! Special features - News from your country - SEO roadshow - Event channel - Twitter - Calling Europe - Videochannel - Well known SEO´s
  • 58. Searchcowboys.com/es - Part of searchcowboys - Focus on Spain - In Spanish - Spanish bloggers like
  • 59. THANK YOU! Where to find me? http://twitter.com/derijk How to contact me? lennert@onetomarket.es