How Search, Social Media and Mobile are Evolving

How Search is Evolving
SLIDE MASTER – COVERPAGE
& How to Keep Up

Gillian Muessig – August 2010

SEO is Still About
Building Content Geared
Towards Searcher's Interests


Building Search-Engine Friendly
Sites & Pages


It‟s About Marketing & Converting Online


...and PPC & Banner Ads


But Now, There‟s More

Organic SEO
SLIDE MASTER – COVERPAGE MMM

CRO

SMM
SCM
CRM thru SMM Local

Change = Opportunity


The PPC / SEO Disconnect


- Eye Tracking Data Source: Enquiro

The PPC/SEO Disconnect
 PPC spend = 92% of Internet marketing dollars
 <10% of all clicks are made on PPC ads
 Organic clicks yield >90% of all traffic
 8% of all SEM spend is spent on SEO

Stats


Google‟s Global Share: Still Dominating


2010 Monthly Trending

Search Engines Market Share / Usage Trend

iPhone MarketShare: India


Social Media comprises the top 10
most popular searches in the world


Top Social Networking Sites in India
Total India - Age 15+, Home & Work Total Unique Visitors (000)
Source: comScore Media Metrix
Jul 2009 Jul 2010 % Change

Total Internet : Total Audience 35,028 39,562 13
Social Networking 23,255 33,158 43
Facebook.com 7,472 20,873 179
Orkut 17,069 19,871 16
Bharatstudent.com 4,292 4,432 3
Yahoo! Pulse N/A 3,507 N/A
Twitter 984 3,341 239
LinkedIn.com N/A 3,267 N/A
Zedge.net 1,767 3,206 81
Ibibo.com 1,562 2,960 89
Yahoo! Buzz 542 1,807 233
Shtyle.fm 407 1,550 281

Online Marketing
With Offline Conversions
• ~$917 billion worth of retail sales last year
were “web-influenced”
• Online + web-influenced offline sales =
42% of total retail sales
• By 2014, the web will influence = 53%

Forrester Research March 2010

The Future of

Search Marketing


Traditional Search
is Not Going Away


But There Are More Options


Mobile Marketing Is Growing
• Rail tickets predicted to be delivered to mobile
phones in 2010 : 2 billion; in 2014 : 15 billion

16
14

12

10
8

6

4

2

0
2010 2015

Everywhere
• >890mm web enabled mobile
phones will ship in 2010
SLIDE MASTER – COVERPAGE • 1.2mm per month in
India alone

- Source: Juniper Research, February 2010

And It‟s Paying Off

• >90% web enabled
mobile phone owners
have made a purchase
with their phone


Everywhere

• >47% purchased
while „on the go‟


Market Demand Is Driving Mobile Marketing


Source: MarketCharts.com, 2010

2010 Strategy: Diversify Traffic Sources


Early Social Media


Source: Wikipedia

Social Media Leverages Technology


Source: evansavenue.files.wordpress.com

Again


Source: FredCavazza.net

… and Again


Source: FredCavazza.net

…and Again


Aug 26, 2010
facebook overtakes orkut in India


Social Media in Gaming


Source: Evan Fishkin, Portent Interactive, March 2010

I still don‟t care!

Why Should I,
My Customers,

or My Boss
Care About This Social Media Stuff?

Social Media Marketing

officially became more popular
than pornography
in 2007.

Gillette Mach3 IGC 2010 set to become the
WORLD‟s biggest online gaming championship


Local Marketing: Gold in the LongTail


Kelsey Group, March 2010

Local Search on the Road - UBL


Source: AimClear.com 2008

Social – Mobile – Local
Power Triumvirate


What Runs the Triumvirate?
Deep databases


What Can The Data Tell You?
• Where your customers frequent. When
• How frequently. With whom
• What deals make them move/change
• Their interests
• Their purchasing ability
• Daily, weekly, monthly buying patterns
• That your customer searched for your product
• Whether they exercise, drink tea, smoke
have trouble sleeping, work 2 jobs…

What Have We Done?!


Search Marketing Choices


Mobile Search

The Web is becoming mobile


Consumption on Mobile Browsers Up


More Transactions on Browsers


2010 Strategy: Mobile Sitemaps


2010 Strategy: Deprecate Beautifully


2010 Strategy: Test Mobile Apps


2010 Strategy: Adopt the Right Tech Early


www.squareup.com

Real Time Search

Twitter Search


Tweets in Google‟s Results


Google Suggest – powered by tweets


2010 Strategy: Twitter CRM


2010 Strategy: Set Up Tracking


2010 Strategy: Control the Conversation


2010 Strategy: Learn Re-Tweet Optimization


www.slideshare.net/danzarrella/the-science-of-re-tweets

Social & Search Are Driving Traffic

That Doesn‟t Convert on the First Visit

2010 Strategy: Get Full Lifecycle Analytics


Or You‟ll Never Know
Which Source Sent Value


QDF & News Results

QDF Getting Faster


Ranking within
a few hours

2010 Strategy: Break News First


News Results More Open


They’ll let anyone
in nowadays

News Results More Open


Also, I really want to see
SEO predictions from 1920-1929

2010 Strategy: Become a News Source


www.google.com/support/news_pub/bin/answer.py?hl=en&answer=40787

2010 Strategy: Be a Scout

• Keep potential news / PR pieces ready
• Be a leader – control the conversation

Personalized Results

Personalization by Default
Only one chance at a 1st impression


We Trust Each Other
We Don‟t Trust Mega-Corp

• 14% say they generally trust ads
• 74% say they generally trust peers
– This is especially true of health related issues

The Entrance of Social Results


2010 Strategy: Get Your Users Clicking


2010 Strategy: Get Your Users Connected


Local Search

More Queries w/Local Results


2010 Strategy: Get Local Listings


2010 Strategy: Get Local Listings Right

Very
Important

Important

Facebook‟s Dominance

People Spending More Time on Facebook


5.5% of all Time Online Spent on Facebook

Facebook as a Business Network


2010 Strategy: Run Facebook Ads


2010 Strategy: Get a Profile + Fans


2010 Strategy: Don‟t Ignore Vertical SMM


The Web‟s Shifting Link Graph

Links Becoming Tweets & Status Updates

SORRY I ATE
YOUR LINK
GRAPH!

2010 Strategy: Become Relevant to
Social Media Users


2010 Strategy: Analyse What Readers Read

• The brain loses attention after 10 minutes
in class
• You lose readers after 10 seconds online

2010 Strategy: Get an Audit

• Get a landing page optimization audit
• MASTER – COVERPAGE
SLIDE A/B and multivariate test everything

Linkerati Getting Stingier


2010 Strategy: Share & You Will Get More


Post Click – Conversion Optimization

1. Testimonials

Placing a testimonial on your
final conversion page can reduce
abandonment by up to 16%.

2.Videos

Adding a video from the founder of
the company can increase your
leads by up to 17%.

3. Badges

Placing a Better Business Bureau
logo or other comfort related
badges, such as hacker safe, on
your website can increase
conversions by up to 3%.

4. Showing Off

Placing INC 500, Deloitte, Fast 500
and similar badges on your site can
decrease conversions

by up to 2%.

5. Opt-In Box

Placing a testimonial below your
SLIDE MASTER – COVERPAGE can increase opt-ins by
option box
up to 9%.

6. Audio Testimonials

Adding audio testimonials below
tangible products can increase
conversions by up to 6% and 4% on
virtual goods.

7. Lucky Number 7

Having your price points end with
“7” can increase conversions by up
to 6%.

8. 1-800 Number

Having a toll free number in
addition to a local phone number
can increase sales by up to 8%.

9. Money Back Guarantee

Using a 45 day money back
guarantee instead of a 30 day
money back guarantee can reduce
returns by up to 21%.

10. Red Text

Having red text on a squeeze page
(lead gen) can increase conversions
by up to 13% and having red text on
an ecommerce site can reduce
conversions by up to 16%.

+ 1 more. Live Chat

Add a live chat to your website can
increase conversions between 5-
13%

Gillian@seomoz.org
@SEOmom


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