NATIVE
ADVERTISING &
BARNACLE SEO
LIKE JUDO FOR GOOGLE
July 18, 2014 – Ad Club NOLA
ABOUT
SEARCH INFLUENCE
Helping customers successfully market online since 2006 through search
engine optimization (SEO), s...
OUR TEAM
@searchinfluence
WILL SCOTT
CEO, SEARCH INFLUENCEABOUT
ME • First website online in 1994
• Built over 2,500 customized web sites in 18
mont...
BUILDING A COMPANY
THAT SCALES
@searchinfluence
comScore March 2013 Top US Web Properties
Google Sites
Yahoo! Sites
Microsoft Sites
Facebook
Amazon Sites
http://goo.gl/Zi...
Most Searched
comScore March 2013 Top Google Web Searches
facebook
youtube
yahoo
yahoo mail
facebook login
http://goo.gl/Y...
@searchinfluence
http://www.checkfacebook.com/
“If you don’t like change,
you’re going to like
irrelevance even less.”
David F. Jakielo
@searchinfluence
SEO IS
DEAD…
AGAIN
@w2scott
BECAUSE,
GOOGLE SUCKS.
@w2scott Luna the Lamprey to tweet in effort to save fish
Barnacle SEO: Leveraging Authority for Local Search
Tuesday February 10th, 2009
SMX West: Local Search Marketing Tactics
Barnacle SEO Defined
Barnacle SEO:
attaching oneself to
a large fixed object
and waiting for the
customers to float by
in ...
The most important thing in
business is sincerity…
If you can fake that, you’ve got it
made.
Source: Google Webmaster Guid...
BECAUSE,
GOOGLE SUCKS.
@w2scott Luna the Lamprey to tweet in effort to save fish
NOT SEO.
GOOGLE KUNG FU.
@w2scott
• YouTube
• Yelp
• Pinterest
• Facebook
• Houzz
• YP.com
• And more…
GOOGLE HASAWEAKNESS:
BIG“AUTHORITY”SITES
@w2scott
BARNACLE
SEO IN THE
WILD
It’s actually gotten better thanks to
Google screwing everything up
again.
From Mike Blumenthal:
...
GOOGLE,
PLEASE.
“jewelry buyers metairie la”
@w2scott
WHAT?
@w2scott
DR.
GRABER
“gastric bypass surgery new
hartford ny”
@w2scott
CAUSEWAY
COIN CO.
“gold buyer metairie la”
@w2scott
DONALDSON
PLASTIC
SURGERY
“bounce like beyonce”
@w2scott
PR WEB
“houma treatment center”
@w2scott
HOUZZ
“kitchen remodel new orleans”
@w2scott
HOW?!
@w2scott
YOUTUBE
Video dominates universal search.
MarketingLand Infographic
@w2scott
RANKING
REPORTS
Oh come on, you know you
do it.
@w2scott
KEEPING IT
CLEAN-ISH
WHITESPARK
Local Citation Finder
@w2scott
WHERE?
@w2scott
BARNACLE
SEO
REFERENCE
S:
• Hummingbird's Unsung Impact on
Local Search - moz, David Mihm
• Your Field Guide to “Barnacle”...
THE OPPORTUNITY
“… estimates see this as a ~$2b
opportunity for newspapers by 2016,
accounting for ~40-50% of all digital
...
35.
STEADY SHIFT TOWARD
DIGITAL MEDIA
Source: BIA Kelsey 2014
36.
Source: KPCB Internet Trends Report 2014
MEDIA SHARE OF USAGE
VS. SHARE OF AD DOLLARS
NATIVE ADVERTISING
POPULARITY IS GROWING
• Publishers
• Social Platforms
• Brands
• Agencies
• Technology
NATIVE ADVERTISING: PROS
NATIVE ADVERTISING CAMPAIGNS:
CRITICAL ELEMENTS FOR
SUCCESS
• Transparency & trust
• Content strategy
• Collaboration
• Ea...
TYPES OF NATIVE AD
UNITS
• In feed units
• Paid search units
• Recommendation units
• Promoted listings
• In-ad with nativ...
Includes advertising that appears on desktop and laptop computers as well as
mobile phones and tablets.
US Digital Sponsor...
Owned & Earned Media Channels Continue to Gain Traction
SMBS ENGAGING WITH CONTENT-RELATED MEDIA CHANNELS
Frequency of Updating Online Properties
SMB’S UNEVEN EFFORTS TO MAINTAIN FRESH CONTENT
Ways Business’ Online Properties Are Integrated
SMB Content Integration a Work in Progress
CONTENT MARKETING
@searchinfluence
TYPES OF CONTENT
WE PRODUCE
 Website content
 Optimized business descriptions
 Neighborhood / community guides
 Vertic...
CONTENT EXAMPLES
@searchinfluence
NEIGHBORHOOD /
VERTICAL GUIDES
@searchinfluence
Content is Important
@w2scott
Content is Important
@searchinfluence
/
Content is Important
Content is Important
@searchinfluence
ONLINE PRESS RELEASES
NATIVE ADS - NEWSFEED
@w2scott
Example Source: The Atlantic http://www.theatlantic.com/
Example Source: The New York Times http://www.nytimes.com/
SPONSORED BLOGS
@searchinfluence
Example Source: http://www.theonion.com/sponsored/insufferable-man-utters-words-craft-beer-movement,110/
BLOG CONTENT
VIDEO
@searchinfluence
Great opportunity to Tell The Story
And have customers tell their story
Contact Forms
VIDEOS
@searchinfluence
VIDEOS
@searchinfluence
VIDEOS
@searchinfluence
Example Source: The Atlantic http://www.theatlantic.com/video/
Example Source: The Atlantic http://www.theatlantic.com/video/index/373700/is-trading-stocks-for-suckers/
Example Source: BuzzFeed http://www.buzzfeed.com/
Example Source: BuzzFeed http://www.buzzfeed.com/friskies/dear-kitten-vertical
NON-TRADITIONAL / B2B
@searchinfluence
INFOGRAPHICS
SOCIAL CONTENT
SOCIAL CONTENT
CONTENT CASE STUDY
@searchinfluence
The History:
• LocateADoc.com is a directory and lead generator for doctors across the US, Canada
and Mexico. In 2012, the...
WE WANT YOU!WWW.SEARCHINFLUENCE.COM/JOBS
Advertising and PR Manager
http://www.searchinfluence.com/jobs/
@w2scott
THANK YOU!
WILL SCOTT
wscott@searchinfluence.com
searchinfluence.com/blog
twitter.com/w2scott
Barnacle SEO and Native Advertising - Like Judo for Google
Barnacle SEO and Native Advertising - Like Judo for Google
Barnacle SEO and Native Advertising - Like Judo for Google
Barnacle SEO and Native Advertising - Like Judo for Google
Barnacle SEO and Native Advertising - Like Judo for Google
Barnacle SEO and Native Advertising - Like Judo for Google
Barnacle SEO and Native Advertising - Like Judo for Google
Barnacle SEO and Native Advertising - Like Judo for Google
Barnacle SEO and Native Advertising - Like Judo for Google
Barnacle SEO and Native Advertising - Like Judo for Google
Barnacle SEO and Native Advertising - Like Judo for Google
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Barnacle SEO and Native Advertising - Like Judo for Google

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This is my presentation to the Ad Club's District 7 regional conference.

I chose to investigate the relationship between Barnacle SEO and Native Advertising.

The lines between SEO and PR are blurring more each day and the growing acknowledgment of the importance of content marketing and native advertising demonstrate that.

Plus, good content marketing is often the stuff of which Barnacle SEO is made.

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Barnacle SEO and Native Advertising - Like Judo for Google

  1. 1. NATIVE ADVERTISING & BARNACLE SEO LIKE JUDO FOR GOOGLE July 18, 2014 – Ad Club NOLA
  2. 2. ABOUT SEARCH INFLUENCE Helping customers successfully market online since 2006 through search engine optimization (SEO), social media, paid online advertising, and reputation management. Search Influence • 70+ in-house employees • 40+ contract writers • Google AdWords & Analytics Certified Staff • Certified Google Partner Reputation • 2011 Inc. 500 honoree • 2012 - 2014 Inc. 5000 honoree • 2013 Inc. Hire Power Award Winner • Recognized leader in search and social for local business • Over a decade in online media @searchinfluence
  3. 3. OUR TEAM @searchinfluence
  4. 4. WILL SCOTT CEO, SEARCH INFLUENCEABOUT ME • First website online in 1994 • Built over 2,500 customized web sites in 18 months (with a staff of 12 – 2000-2002) • Deployed over 300 local online yellow pages / year with print “look and feel” • Part of team which took Sprint YP from zero to 1,000,000 uniques in 18 months (2003-2005) • Speaks frequently on SEO, Social Media and Content Marketing • Local U Faculty member and forum moderator • Search Engine Land columnist @w2scott
  5. 5. BUILDING A COMPANY THAT SCALES @searchinfluence
  6. 6. comScore March 2013 Top US Web Properties Google Sites Yahoo! Sites Microsoft Sites Facebook Amazon Sites http://goo.gl/ZiSwq MOST VISITED SITES @searchinfluence
  7. 7. Most Searched comScore March 2013 Top Google Web Searches facebook youtube yahoo yahoo mail facebook login http://goo.gl/YMjcI MOST SEARCHES @searchinfluence
  8. 8. @searchinfluence http://www.checkfacebook.com/
  9. 9. “If you don’t like change, you’re going to like irrelevance even less.” David F. Jakielo
  10. 10. @searchinfluence
  11. 11. SEO IS DEAD… AGAIN @w2scott
  12. 12. BECAUSE, GOOGLE SUCKS. @w2scott Luna the Lamprey to tweet in effort to save fish
  13. 13. Barnacle SEO: Leveraging Authority for Local Search Tuesday February 10th, 2009 SMX West: Local Search Marketing Tactics
  14. 14. Barnacle SEO Defined Barnacle SEO: attaching oneself to a large fixed object and waiting for the customers to float by in the current.
  15. 15. The most important thing in business is sincerity… If you can fake that, you’ve got it made. Source: Google Webmaster Guidelines
  16. 16. BECAUSE, GOOGLE SUCKS. @w2scott Luna the Lamprey to tweet in effort to save fish
  17. 17. NOT SEO. GOOGLE KUNG FU. @w2scott
  18. 18. • YouTube • Yelp • Pinterest • Facebook • Houzz • YP.com • And more… GOOGLE HASAWEAKNESS: BIG“AUTHORITY”SITES @w2scott
  19. 19. BARNACLE SEO IN THE WILD It’s actually gotten better thanks to Google screwing everything up again. From Mike Blumenthal: GOOGLE LOCAL SERP RESULTS CHANGE AGAIN @w2scott
  20. 20. GOOGLE, PLEASE. “jewelry buyers metairie la” @w2scott
  21. 21. WHAT? @w2scott
  22. 22. DR. GRABER “gastric bypass surgery new hartford ny” @w2scott
  23. 23. CAUSEWAY COIN CO. “gold buyer metairie la” @w2scott
  24. 24. DONALDSON PLASTIC SURGERY “bounce like beyonce” @w2scott
  25. 25. PR WEB “houma treatment center” @w2scott
  26. 26. HOUZZ “kitchen remodel new orleans” @w2scott
  27. 27. HOW?! @w2scott
  28. 28. YOUTUBE Video dominates universal search. MarketingLand Infographic @w2scott
  29. 29. RANKING REPORTS Oh come on, you know you do it. @w2scott
  30. 30. KEEPING IT CLEAN-ISH WHITESPARK Local Citation Finder @w2scott
  31. 31. WHERE? @w2scott
  32. 32. BARNACLE SEO REFERENCE S: • Hummingbird's Unsung Impact on Local Search - moz, David Mihm • Your Field Guide to “Barnacle” Local SEO - Local Visibility System, Phil Rozek • Barnacle SEO for Local Search Success - Sixth Man Marketing, Mary Bowling • 10 Tips For Using YouTube To Kill At Local SEO - Search Engine Land, Chris Silver Smith • Barnacle SEO – Local SEO for The Sam’s Club Crowd - Search Influence, Will Scott @w2scott
  33. 33. THE OPPORTUNITY “… estimates see this as a ~$2b opportunity for newspapers by 2016, accounting for ~40-50% of all digital revenue.” - BIA Kelsey @searchinfluence
  34. 34. 35. STEADY SHIFT TOWARD DIGITAL MEDIA Source: BIA Kelsey 2014
  35. 35. 36. Source: KPCB Internet Trends Report 2014 MEDIA SHARE OF USAGE VS. SHARE OF AD DOLLARS
  36. 36. NATIVE ADVERTISING POPULARITY IS GROWING • Publishers • Social Platforms • Brands • Agencies • Technology
  37. 37. NATIVE ADVERTISING: PROS
  38. 38. NATIVE ADVERTISING CAMPAIGNS: CRITICAL ELEMENTS FOR SUCCESS • Transparency & trust • Content strategy • Collaboration • Earned component • Content portability • Training • Ability to scale • Measurement Image source: https://flic.kr/p/5z71rH According to IAB’s Native Advertising Playbook 2014
  39. 39. TYPES OF NATIVE AD UNITS • In feed units • Paid search units • Recommendation units • Promoted listings • In-ad with native element units • Can’t be contained
  40. 40. Includes advertising that appears on desktop and laptop computers as well as mobile phones and tablets. US Digital Sponsorship Ad Spending
  41. 41. Owned & Earned Media Channels Continue to Gain Traction SMBS ENGAGING WITH CONTENT-RELATED MEDIA CHANNELS
  42. 42. Frequency of Updating Online Properties SMB’S UNEVEN EFFORTS TO MAINTAIN FRESH CONTENT
  43. 43. Ways Business’ Online Properties Are Integrated SMB Content Integration a Work in Progress
  44. 44. CONTENT MARKETING @searchinfluence
  45. 45. TYPES OF CONTENT WE PRODUCE  Website content  Optimized business descriptions  Neighborhood / community guides  Vertical guides  Sponsored editorial content  Infographics  Blogging  Newsletters  E-mail marketing campaigns  Press releases  Social media posts  White papers  Journalistic editorial content  Video  More…
  46. 46. CONTENT EXAMPLES @searchinfluence
  47. 47. NEIGHBORHOOD / VERTICAL GUIDES @searchinfluence
  48. 48. Content is Important @w2scott
  49. 49. Content is Important @searchinfluence /
  50. 50. Content is Important
  51. 51. Content is Important @searchinfluence
  52. 52. ONLINE PRESS RELEASES
  53. 53. NATIVE ADS - NEWSFEED @w2scott
  54. 54. Example Source: The Atlantic http://www.theatlantic.com/
  55. 55. Example Source: The New York Times http://www.nytimes.com/
  56. 56. SPONSORED BLOGS @searchinfluence
  57. 57. Example Source: http://www.theonion.com/sponsored/insufferable-man-utters-words-craft-beer-movement,110/
  58. 58. BLOG CONTENT
  59. 59. VIDEO @searchinfluence
  60. 60. Great opportunity to Tell The Story
  61. 61. And have customers tell their story
  62. 62. Contact Forms
  63. 63. VIDEOS @searchinfluence
  64. 64. VIDEOS @searchinfluence
  65. 65. VIDEOS @searchinfluence
  66. 66. Example Source: The Atlantic http://www.theatlantic.com/video/
  67. 67. Example Source: The Atlantic http://www.theatlantic.com/video/index/373700/is-trading-stocks-for-suckers/
  68. 68. Example Source: BuzzFeed http://www.buzzfeed.com/
  69. 69. Example Source: BuzzFeed http://www.buzzfeed.com/friskies/dear-kitten-vertical
  70. 70. NON-TRADITIONAL / B2B @searchinfluence
  71. 71. INFOGRAPHICS
  72. 72. SOCIAL CONTENT
  73. 73. SOCIAL CONTENT
  74. 74. CONTENT CASE STUDY @searchinfluence
  75. 75. The History: • LocateADoc.com is a directory and lead generator for doctors across the US, Canada and Mexico. In 2012, they went through a site redesign and they lost online authority. Site traffic also decreased by 52%. The Approach: • An aggressive SEO and content marketing strategy was implemented including monthly infographics. The Results: • How to Give Yourself a Breast Exam was published 10/24/2012. • LocateADoc.com reported 10/24/2012 to be their 2nd highest day of new patient leads since the new site launched. Highlights (1 Month Later): • 2,496 pageviews to the Infographic • The average time visitors spent on the page was 00:10:54, which is 1,275% above site average • Referral site traffic increased 15.2% National Medical Directory CONTENT SUCCESS: INFOGRAPHICS
  76. 76. WE WANT YOU!WWW.SEARCHINFLUENCE.COM/JOBS Advertising and PR Manager http://www.searchinfluence.com/jobs/ @w2scott
  77. 77. THANK YOU! WILL SCOTT wscott@searchinfluence.com searchinfluence.com/blog twitter.com/w2scott
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