Search Congress Barcelona
29th of January 2009

Who am I and who do I work for?
\"It is not the strongest of the species that survives...
but the one most responsive to change.\"
Lennert de Rijk
-Charles Darwin
Dutch male living in Barcelona
Managing Director and cofounder
Onetomarket Spain

In times of crisis......
\"It is not the strongest of the species that survives...
but the one most responsive to change.\"
-Charles Darwin

Market developments

Trend : online!

enablers of lead generation and nurturing

Latest US ROI survey

It´s not all about Google

Too much to talk about

Only 50 slides to go...
So let´s focus on
Local & Universal Search
Social Media
Analytics
Some SEO statements (introduction to ...)

Local Search
What
Where
Why
When
Ways

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”.

Where Local Search
Maps in Universal Search Results
• Onebox, Three-pack, 10-pack

Why Local Search – Universal Search

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!

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

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

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

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.

Less competitive markets
Bar downstairs
our office

In the beginning there were social networks

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. ‘

Social Media
Source:PEW

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

SO HOW CAN I CREATE A
COMMUNITY?

WRONG
QUESTION

“Communities already exist. Instead, think about how you
can help that community do what it wants to do”
Mark Zuckerberg

Join the conversation here:
1. Facebook, Tuenti, ..
2. Youtube
3. Twitter
4. We don´t know yet….

Twitter: fastest growing social network

Social Media Communication
AND BE POSITIVE
BECAUSE POSITIVITY SPREADS

Social media & crowdsourcing

It´s about you!
Launch new website
SEO Book
PR
Events (non) sponsored
Blogs
Surveys/articles

To Tweets

And then spreads to other forms

Like your corporate blog

But target ……
not to miss your goal

So, give the right directions!
And use analytics!

Webanalytics
MEASURE ANALYSE OPTIMISE

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?

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!

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

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?

Record Progress & Popularity
Referral Traffic
Page Views
Unique Visits –
–
Return Visits Regions / Languages
Pg View / User –
–
Visits / User
Browsers
Search Traffic –
–

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)

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

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!

Conversion Value
comScore study 2007
Real conversion value is about 6.6 times higher!
Tracked conversion worth
Real conversion worth

SEO

Did I hear ´SEO ha muerto´?

This kind of SEO is dead indeed

This kind of SEO is dead indeed
Like footerlinks (well actually not SEO at all)

This kind of SEO is dead indeed
Like footerlinks (well actually not SEO at all)

We only want a nr. 1 position in Google?

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

Searchcowboys is coming to Spain!

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

Searchcowboys is coming to Spain!
Special features
- News from your country
- SEO roadshow
- Event channel
- Twitter
- Calling Europe
- Videochannel
- Well known SEO´s

Searchcowboys.com/es
- Part of searchcowboys
- Focus on Spain
- In Spanish
- Spanish bloggers like

THANK YOU!
Where to find me?
http://twitter.com/derijk
How to contact me?
lennert@onetomarket.es