Capturing the interactive market

Capturing the Interactive Market w/ ‘Super Efficient Opportunities’
By Brandon Na, Seattle Organic SEO
Presented to the Commercial Photography Program,
Seattle Central Creative Academy on April 21, 2011

Who’s your speaker?
Current:
Principal, Seattle Organic SEO
CEO, Ethicus Group
Radio Host, Toginet
NOT an Artist or Designer; Forgive me on the slides ;)
Past
Director of Human Resources & Online Marketing, Chung Dahm Institute, Southeast Regional HQ (most difficult constituents)…using SEO
Online Marketing Program Manager under different titles for 6 years at Doubleclick(now Google), Amazon & Expedia
More details at brandonna.com or search for “brandon na” and you’ll definitely find sth
Who are those difficult constituents???

Kids (Love ‘em, Hate ‘em, Love ‘em)
Best Dang Training in Life

Marketing (defined)
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
~AMA(American Marketing Association)
“connecting the target consumers with your products or services”
~unknown Marketing professor at the University of Puget Sound

Marketing: before www
Newspapers (1704)
Magazines (1742)
Billboards (1867)
Telemarketing (1895)
Radio (1906)
Television (1935)
(Direct) Mail Marketing (1954)

Marketing Today
Old Media: Newspapers, Mags, Billboards, Telemarketing, Radio, Television, Mail Marketing = $$$
New Media: SEO, PPC, Social Media, Mobile Marketing, Viral Content, Creative Marketing, New Channels EVERY DAY! = FREE …

Beginning of Internet Marketing
One of the most powerful, but…
One of the most annoying! (est early 1990s)
Email Marketing
The most efficient– Has 2 major periods
Before Google, After Google (est 1999/2000)
SEO
Quickest bang– Has 2 major periods
Before Google, After Google (est 1999/2000)
PPC
Just Started (2010)– Facebook, Twitter (still mostly noise)
Important, but developing…
Social Media
Very early
Important, but…
Mobile Marketing

Super Efficient Opportunities
Most Efficient = Free
Relatively Efficient = PPC & Mobile Marketing
Two Major forms of Free Interactive Marketing
SEO
Social Media

Have you ever done one of these?

Well, you’re not alone…
16.9 Billion Searches in March 2011

Searches Online Skyrocketing
16.9
Searches – US – In Billions
15.4
14.8
Only U.S.
10.8
7.3
6.4
2010
2009
2008
2006
2011
2007

Globally: HUNDREDS of BILLIONS
USA
3
22.7 Billion Searches (22% Increase)
1
Asia (China, Japan & Korea Only)
26.4 Billion Searches
(27% Increase)
2
Brazil & Russia
Increased 53% & 92% YOY

Photography Searches

How do I know this?
Because I’m a
And how will you get this data?
You’ll pay me lots of:

You can mine this data
Seriously, there’s a tool called:
‘Adwords Keyword Tool’
Search ‘kw tool’, ‘adwords kw tool’

Once I find the greatkws…

…but why do I care?

No, no, why do I really care?

Companies/Photographers are PayingthisMonthly

Again, How do I do it?

Most Important SEO Factors
There are 2 Big C’s to focus on
-Content
On-site/page Optimization
Credibility
Links
“The Internet is a an
Economic Library”
Content
2nd
page
3rd
page
Credibility
Chaos,:
(Creativity, Cunning, Collaboration,
Conditions [luck])
2’s
3’s
#1
4’s
20th
page

Link building is the missing part of the SEO puzzle
Creates “credibility” for your website

Anchor Text is Critical

Facebook. Really?
Great Growth and we See the Ubiquity, but…
Alexa.com
Compete.com January 2011

So, what?
Don’tyou love the phrase?
Seriously, So why use it?
Why Not? And…

Did I mention Social Media’s Free?

Useful Social Media Tools
Blogging
Microblogging: Twitter
Social Networks: Facebook (Facebook pages, Facebook apps, Facebook API)
Q&A Sites: Quora
Forums (old fashioned socializing online)

Blogging
Blogging: New way to spread ideas, opinions, create news, create rumors, give people interesting things to read, debate, provide advice, and have longer dialogues online
Allows you to take advantage of the long tail
JohnChow.com: est $500,000 (Canadian)/year blogging about making money online; Perez Hilton reportedly makes $450k/yr

Myown test: The Real South Korea (wordpress) dot com: 1,090,234 views ($0) 

WhyTweet?
“…my fellow Americans, ask not what your country can do for you; ask what you can do for your country.” Did this require a book?
Gas is being sold for $2.99 a gallon on 45th and University!
News, Ideas, Stock Tips, Rumors, Updates, “Check this out” (pics& all the above), & more
Mobile phones will fuel the fire behind Twitter

Real World Benefit

Speaking of Twitter
I’m at @seattleseofirm, @tweetbrandon, @ethicusgroup, @seoradioshow
Need a better strategy
But do write some interesting things once in a while like: “keywords” not important in domain urls anymore
Interesting new feature:
Text follow seattleseofirm to 40404 in the United States

THANK YOU
Never has there been a time in history where marketing strategy can be so efficient, so effective and so powerful. -A 39 Korean Man from Seattle
Brandon Na, brandon@seattleorganicseo.com
And if you’re Thankful, please:
Email me & say I’d love to link to your site: how?
Like me on Facebook.com/seattlewaseo
Follow me on Twitter: /seattleseofirm

Capturing the interactive market

by Brandon Na

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