Search Engine Marketing - Dead and Buried? Click Asia Summit 2011

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Navneet Kaushal, presentation in 20th January 2011 at Click Asia 2011, Taj Lands End, Mumbai

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  • How many people in this room agree with this statement?
  • 2010 has been the year when SEO has been pronounced dead most of the times and here are the reasons why:
  • Google's revenue, with supposedly fewer users than Facebook, is $23.531 billion - and rising. Facebook, with more users, who reportedly spend more time on the site, has estimated revenues around $1
  • News search on search engines shows results from Twitter, Digg and other social media sitesBrand name/personality searches throw up results from Linked In, Facebook, Myspace, Twitter etc and in real timeCorporates use video sites, such as Youtube and social media sites in combination with the official site to dominate top results, which is an effort at reputation management.Google is using it mostly in real-time search results but they are also studying on using it more in web search rankings.
  • 53% of respondents across all age groups said they discover products through search engines. Only 8% said they discover new online products via “links or information on social networking sites.
  • Algorithmic changes, such as Google Instant or Real Time Results, were widely understood to make SEM drastically more unpredictable.The new Google Instant suggestion box takes much of the space at top of page 1, pushing more results down the fold, making bottom rankings and second page results less relevant. Long tail keywords will take a hit as user will click on suggestion than wait to type the complete keyword. PPCAdvertisers feared that with every suggestion the ads will change pushing up the impressions.Thus the cost may simply explode. With the Google Instant suggestions, advertisers will compete for shorter terms, which also happen to be more expensive.
  • Google assured it won’t affect ranking of search results nor will it change the way ads are served.SEOGoogle Instant guides the user with better search predictions, helpful when the user is not sure what to type to get the desired resultSaves up to 2-5 seconds per searchWhen the user keeps on typing and the desired results are not displayed, long tail keywords will deliver better conversions than beforePPCThe user clicks anywhere on the page,The user clicks the search button, presses Enter or selects a predicted query ,The user stops typing and results are displayed for minimum of 3 secondsThere is potential to improve the quality of clicks as users type such terms, that they believe would give them the desired answers
  • Clearly, neither SEM nor social media is enough. A well balanced campaign needs to be designed, keeping the immediate and long term requirements in mind. Milind will elaborate on real time search Social media complements SEOSearch engines are indexing social content faster and betterSocial media is a great content generator which keeps the search results freshSocial media helps build quality inbound links, which helps in SEO
  • Clearly, neither SEM nor social media is enough. A well balanced campaign needs to be designed, keeping the immediate and long term requirements in mind. Milind will elaborate on real time search Social media complements SEOSearch engines are indexing social content faster and betterSocial media is a great content generator which keeps the search results freshSocial media helps build quality inbound links, which helps in SEO
  • Search Engine Marketing - Dead and Buried? Click Asia Summit 2011

    1. 1. 1<br />NavneetKaushal, CEO<br />Search Engine Marketing - Dead and Buried- Click Asia Summit 2011<br />
    2. 2. Search Engine Marketing Dead and Buried?<br />Search Engine Marketing - Dead and Buried- Click Asia Summit 2011<br />
    3. 3. 3<br />Major Game Changers in 2009-2010<br /><ul><li>Rise of social media like Facebook, Twitter, YouTube
    4. 4. Introduction of new features like Google Instant, Real Time Search, </li></ul> Google and Bing Social Searches, 7 pack Google Places, rise of Google Local. <br />Outcome<br /><ul><li>SEO became more difficult
    5. 5. PPC became increasingly intolerant of wasteful clicks
    6. 6. Social Media became an accepted topic of discussion across organizations. </li></ul>Search Engine Marketing - Dead and Buried- Click Asia Summit 2011<br />
    7. 7. Is SMO A Threat To SEO?<br />Here are a few reasons behind the perceptions:<br /><ul><li> Recommendation by friends or peers will score over search engine results - Like Button Replacing The Link</li></ul>• Facebook and twitter etc will be preferred as better sources for instant news, expert answers <br />• People vs. crawlers: It is assumed that eventually personal will take over technical.<br />• Social media as a branding tool is far more effective than SEM.<br /><ul><li> More than 500 million active users
    8. 8. Over 700 billion minutes clocked per month
    9. 9. Replaces Google as most visited website in 2010
    10. 10. Over 145 million registered users
    11. 11. More than 55 million tweets per day
    12. 12. Tweets displayed in SERPs of Google and Bing
    13. 13. More than 2 billion videos watched per day
    14. 14. Every minute, 24 hours of video is uploaded</li></ul>Search Engine Marketing - Dead and Buried- Click Asia Summit 2011<br />
    15. 15. Is SMO A Threat To SEO?<br />Marketers using different methods to fulfill different requirements:<br /><ul><li> 34% of the companies cited generation of leads as the primary goal of SEO</li></ul>• 39% cited selling of products/services/content online as the primary goal of PPC<br />• 51% of the companies cited branding as the primary goal of SMO<br /><ul><li> More than 500 million active users
    16. 16. Over 700 billion minutes clocked per month
    17. 17. Replaces Google as most visited website in 2010
    18. 18. Over 145 million registered users
    19. 19. More than 55 million tweets per day
    20. 20. Tweets displayed in SERPs of Google and Bing
    21. 21. More than 2 billion videos watched per day
    22. 22. Every minute, 24 hours of video is uploaded</li></ul>Search Engine Marketing - Dead and Buried- Click Asia Summit 2011<br />
    23. 23. <ul><li> More than 500 million active users
    24. 24. Over 700 billion minutes clocked per month
    25. 25. Replaces Google as most visited website in 2010</li></ul>SMO + SEM<br />The truth is social media has become a part of SEM. Here is how:<br /><ul><li> Google and Bing now use social signals to rank pages (as of now for real-time searches).</li></ul>• Brand name/personality searches throws up results from LinkedIn, twitter, Facebook etc.<br />• Corporate use of social sites dominate search results such as YouTube, facebook<br /><ul><li>TwitterRank& Retweetsto dominate link building.
    26. 26. Over 145 million registered users
    27. 27. More than 55 million tweets per day
    28. 28. Tweets displayed in SERPs of Google and Bing
    29. 29. More than 2 billion videos watched per day
    30. 30. Every minute, 24 hours of video is uploaded</li></ul>Search Engine Marketing - Dead and Buried- Click Asia Summit 2011<br />
    31. 31. Search Engine Marketing - Dead and Buried- Click Asia Summit 2011<br />
    32. 32. 8<br />The Threat From Google Algorithm Changes<br />Google Instant (Launched in Sept ‘10 <br />Perceptions <br />SEO:<br /><ul><li> New Google Instant suggestion box takes much of the space, pushing results down the fold.
    33. 33. Effect on long tail keywords, as user will wait to type the complete keyword.</li></ul>PPC: <br /><ul><li> Impact on impressions and costs
    34. 34. Effect on ads for longer terms</li></ul>Search Engine Marketing - Dead and Buried- Click Asia Summit 2011<br />
    35. 35. 9<br />The Good In Google Algorithm Changes<br />Google Instant <br />SEO:<br /><ul><li> Better search predictions
    36. 36. Saves time on each search
    37. 37. Better conversion for long tail keywords</li></ul>PPC: <br /><ul><li> 3 conditions under which the impressions will be counted (user click anywhere on the page, click the search button, stops typing)
    38. 38. Positive effect on conversions for long tail keywords </li></ul>Search Engine Marketing - Dead and Buried- Click Asia Summit 2011<br />
    39. 39. 10<br />The Threat From Google Algorithm Changes<br />Google Real Time Search<br />Perceptions <br />Reputation management<br />Possibility of showing inaccurate results.<br />3. Real time spam <br />Search Engine Marketing - Dead and Buried- Click Asia Summit 2011<br />
    40. 40. 11<br />The Good In Google Algorithm Changes<br />Google Real Time Search<br />Content marketing to play an important role <br />Search Engine Marketing - Dead and Buried- Click Asia Summit 2011<br />
    41. 41. 12<br />The Threat From Google Algorithm Changes<br />Google Places<br />Search Engine Marketing - Dead and Buried- Click Asia Summit 2011<br />
    42. 42. The Road Ahead: Integrated Marketing<br />Here are a few trends to look out for: <br /><ul><li> Social media increasingly complementing SEO efforts.
    43. 43. Faster and better indexing of social content.
    44. 44. Content marketing to gain momentum.
    45. 45. Tweeting matters.</li></ul>Click Asia Summit – Presentation by NavneetKaushal<br />
    46. 46. Click Asia Summit – Presentation by NavneetKaushal<br />

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