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Three kinds of Online Marketing lies: <br />Lies, <br />Damn Lies, <br />and Statistics.<br />
Who am I?<br />Who am I? Neil Walker<br />Twitter: @theukseo<br />Current Position: <br /><ul><li>Group CTO for Getupdated...
CTO for Domain Invest (US)
Owner SEO Mad LTD</li></ul>Background: <br /><ul><li>Chief technical Officer (CTO)  for Just Search Ltd </li></ul>Experien...
Worked or been involved with SEO for over 2500 clients in the UK and nearly 5000 clients for Pan Europe.</li></li></ul><li...
Caveat<br />171 Google Analytics Accounts- 106 SEO (Only)Clients- 65 PPC & SEO Clients- Avg. Figures have been used in mos...
Setting the Data against a Baseline<br />
Search Engine Share<br />
Search Engine Share<br />
Search Engine Share<br />
Search Engine Share<br />2% Difference in Google<br />2% Difference between Yahoo and Bing Combined<br />
Search Engine Share v Time<br />
If Google produces the lion share of the traffic, should I focus on the others?<br />
Search Engine Conversion<br />
Website Traffic Sources<br />
What Online Marketing Channels should I focus on?<br />
Website Traffic Sources<br />
Example site using Social Engagement<br />
Which Marketing channel will produce direct sales?<br />
Website Traffic Sources Conversion<br />
What influence will Search & Social have on my Traffic?<br />
Direct Traffic & Conversion<br />= <br />Brand <br />Awareness<br />
If Social Media sites help towards my Brand, where should I put my focus?<br />
Website Traffic Sources Social<br />
Website Traffic Sources Social<br />
Website Traffic Sources Social<br />
Will Social Website be able to provide me with direct sales?<br />
Sources – Social CVR %<br />
How important is having a mobile friendly website?<br />
Is this the year for Mobile?<br />
Is this the year for Mobile?<br />
Do Mobile users create sales?<br />
Mobilev’s Standard Conversion<br />
What impact will my business have if my site doesn’t work correctly?<br />
Revenue Loss<br /><ul><li>If you site receives 5,000 visits per months
9% is mobile traffic
3% of this traffic converts
Your average order value is £100</li></ul>£1,350 loss in Revenue <br />each month<br /><ul><li>If you site isn’t mobile fr...
Where should I place my priorities, if I want to make a mobile site or APP?<br />
MobileOperating System<br />Change since May 11<br /><ul><li>7% Increase for Ipad
1% Drop for Iphone
3% Increase for Android</li></li></ul><li>MobileO/S Conversion<br />
MobileOperating System Conversion<br />
Where do my Mobile Visitors come from?<br />
MobileVisitor Medium<br />
Which Mobile channel will create direct sales?<br />
MobileVisitor Medium v’s Conversion<br />
For desktop users, which Browsers should I ensure my site works with?<br />
Most Popular Browser<br />
Most Popular Desktop Browser<br />Since April 11<br />1% Drop in IE<br />5% Drop in Safari<br />5% Increase in Chrome<br /...
Time on site<br />
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3 Online Marketing Lies, lies, Damm Lies and Statistics

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This is a presentation taken from 171 analytics accounts showing trend data across source, medium, mobile, conversions etc.

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  • Experian Hitwise is the leading online competitive intelligence service. Experian Hitwise gives marketers a competitive advantage by providing daily insights on how 25 million Internet users around the world interact with more than 1 million Web sites. This external view helps companies grow and protect their businesses by identifying threats and opportunities as they develop. Experian Hitwise has more than 1,500 clients across numerous sectors, including financial services, media, travel and retail.
  • Experian Hitwise is the leading online competitive intelligence service. Experian Hitwise gives marketers a competitive advantage by providing daily insights on how 25 million Internet users around the world interact with more than 1 million Web sites. This external view helps companies grow and protect their businesses by identifying threats and opportunities as they develop. Experian Hitwise has more than 1,500 clients across numerous sectors, including financial services, media, travel and retail.
  • According to latest research from Gartner on mobile phones being shipped out for sale Symbian secured 37.6 Percent market share, followed by Android&apos;s 22.7 Percent share, and BlackBerry OS with 16 Percent of the market. In 2011, the number of smartphone shipments around the world will explode to nearly 468 million units.
  • According to latest research from Gartner on mobile phones being shipped out for sale Symbian secured 37.6 Percent market share, followed by Android&apos;s 22.7 Percent share, and BlackBerry OS with 16 Percent of the market. In 2011, the number of smartphone shipments around the world will explode to nearly 468 million units.
  • According to latest research from Gartner on mobile phones being shipped out for sale Symbian secured 37.6 Percent market share, followed by Android&apos;s 22.7 Percent share, and BlackBerry OS with 16 Percent of the market. In 2011, the number of smartphone shipments around the world will explode to nearly 468 million units.
  • Transcript of "3 Online Marketing Lies, lies, Damm Lies and Statistics"

    1. 1. Three kinds of Online Marketing lies: <br />Lies, <br />Damn Lies, <br />and Statistics.<br />
    2. 2. Who am I?<br />Who am I? Neil Walker<br />Twitter: @theukseo<br />Current Position: <br /><ul><li>Group CTO for Getupdated Internet Marketing
    3. 3. CTO for Domain Invest (US)
    4. 4. Owner SEO Mad LTD</li></ul>Background: <br /><ul><li>Chief technical Officer (CTO) for Just Search Ltd </li></ul>Experience<br /><ul><li>10 Years Online Marketing Experience
    5. 5. Worked or been involved with SEO for over 2500 clients in the UK and nearly 5000 clients for Pan Europe.</li></li></ul><li>So how can Statistics help my business?<br />View trends of the Online marketing sector<br />Find weaknesses in your current campaign<br />Use a an educated baseline for making key marketing decisions<br />
    6. 6. Caveat<br />171 Google Analytics Accounts- 106 SEO (Only)Clients- 65 PPC & SEO Clients- Avg. Figures have been used in most cases- We have the assumption that Goals have been set up correctly for each site.<br />External Sources - Hitwise (create a baseline)<br />
    7. 7. Setting the Data against a Baseline<br />
    8. 8. Search Engine Share<br />
    9. 9. Search Engine Share<br />
    10. 10. Search Engine Share<br />
    11. 11. Search Engine Share<br />2% Difference in Google<br />2% Difference between Yahoo and Bing Combined<br />
    12. 12. Search Engine Share v Time<br />
    13. 13. If Google produces the lion share of the traffic, should I focus on the others?<br />
    14. 14. Search Engine Conversion<br />
    15. 15. Website Traffic Sources<br />
    16. 16. What Online Marketing Channels should I focus on?<br />
    17. 17. Website Traffic Sources<br />
    18. 18. Example site using Social Engagement<br />
    19. 19. Which Marketing channel will produce direct sales?<br />
    20. 20. Website Traffic Sources Conversion<br />
    21. 21. What influence will Search & Social have on my Traffic?<br />
    22. 22. Direct Traffic & Conversion<br />= <br />Brand <br />Awareness<br />
    23. 23. If Social Media sites help towards my Brand, where should I put my focus?<br />
    24. 24. Website Traffic Sources Social<br />
    25. 25. Website Traffic Sources Social<br />
    26. 26. Website Traffic Sources Social<br />
    27. 27. Will Social Website be able to provide me with direct sales?<br />
    28. 28. Sources – Social CVR %<br />
    29. 29. How important is having a mobile friendly website?<br />
    30. 30. Is this the year for Mobile?<br />
    31. 31. Is this the year for Mobile?<br />
    32. 32. Do Mobile users create sales?<br />
    33. 33. Mobilev’s Standard Conversion<br />
    34. 34. What impact will my business have if my site doesn’t work correctly?<br />
    35. 35. Revenue Loss<br /><ul><li>If you site receives 5,000 visits per months
    36. 36. 9% is mobile traffic
    37. 37. 3% of this traffic converts
    38. 38. Your average order value is £100</li></ul>£1,350 loss in Revenue <br />each month<br /><ul><li>If you site isn’t mobile friendly or doesn’t render correctly.</li></li></ul><li>MobileOperating System<br />
    39. 39. Where should I place my priorities, if I want to make a mobile site or APP?<br />
    40. 40. MobileOperating System<br />Change since May 11<br /><ul><li>7% Increase for Ipad
    41. 41. 1% Drop for Iphone
    42. 42. 3% Increase for Android</li></li></ul><li>MobileO/S Conversion<br />
    43. 43. MobileOperating System Conversion<br />
    44. 44. Where do my Mobile Visitors come from?<br />
    45. 45. MobileVisitor Medium<br />
    46. 46. Which Mobile channel will create direct sales?<br />
    47. 47. MobileVisitor Medium v’s Conversion<br />
    48. 48. For desktop users, which Browsers should I ensure my site works with?<br />
    49. 49. Most Popular Browser<br />
    50. 50. Most Popular Desktop Browser<br />Since April 11<br />1% Drop in IE<br />5% Drop in Safari<br />5% Increase in Chrome<br />1% Increase in Firefox<br />
    51. 51. Time on site<br />
    52. 52. What's the most popular week in a month for traffic and Sales?<br />
    53. 53. Week in the Month<br />
    54. 54. What's the most popular day in a week for traffic and Sales?<br />
    55. 55. Day of the week<br />
    56. 56. What's the most popular hour in a day for traffic and Sales?<br />
    57. 57. Hour in the Day<br />
    58. 58. Long Tail Traffic – Pre Google Instant<br />166,699 Keywords From Analytics 2010<br />
    59. 59. Does Long tail still Exist? Is it still useful to me?<br />
    60. 60. Long Tail Traffic – Desktop<br />284592Keywords From Analytics Aug - 2011<br />
    61. 61. Long Tail Traffic – Mobile<br />39931Keywords From Analytics Aug - 2011<br />
    62. 62. How much is my traffic worth?<br />
    63. 63. <ul><li>In General 3 word phrases are the most used searches
    64. 64. 2 Word Phrase will provide the majority of traffic.</li></li></ul><li>If We Multiply the No. of Visits by the Conversion % We get a figure of how valuable a set of keywords are i.e.<br />Value = Visits X Conversion Rate<br />2 Word Phrases – Will provide the highest value (I.e. Traffic and Conversion)<br />
    65. 65. Conclusion<br />
    66. 66. Overview<br />Search Engines<br /><ul><li>Google still has biggest market share for search but Smaller search Engines have a higher conversion rate especially for CPC (PPC)</li></ul>Social Marketing<br /><ul><li>Social is a lower conversion rate than Search
    67. 67. Brand influence has increased Direct traffic and Conversion over the past 2 years.</li></ul>Mobile<br /><ul><li>Mobile traffic up to 8%
    68. 68. Mobile Traffic Converts at a lower percentage
    69. 69. Key channel is search
    70. 70. IPhone most used operating system</li></ul>User & Search Behaviour<br /><ul><li>The highest conversion is week 3 of a month on a Thursday at around 7am.
    71. 71. Long Tail search is still works 2 word phrases in general provide the most value.</li></li></ul><li>Questions<br />
    72. 72. Thank You<br />Twitter/theukseo<br />www.justsearch.co.uk<br />www.getupdated.com<br />www.seohosting.co.uk<br />www.seomad.com <br />
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