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. …

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.

More in: Marketing
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  • 1. NATIVE ADVERTISING & BARNACLE SEO LIKE JUDO FOR GOOGLE July 18, 2014 – Ad Club NOLA
  • 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. OUR TEAM @searchinfluence
  • 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. BUILDING A COMPANY THAT SCALES @searchinfluence
  • 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. Most Searched comScore March 2013 Top Google Web Searches facebook youtube yahoo yahoo mail facebook login http://goo.gl/YMjcI MOST SEARCHES @searchinfluence
  • 8. @searchinfluence http://www.checkfacebook.com/
  • 9. “If you don’t like change, you’re going to like irrelevance even less.” David F. Jakielo
  • 10. @searchinfluence
  • 11. SEO IS DEAD… AGAIN @w2scott
  • 12. BECAUSE, GOOGLE SUCKS. @w2scott Luna the Lamprey to tweet in effort to save fish
  • 13. Barnacle SEO: Leveraging Authority for Local Search Tuesday February 10th, 2009 SMX West: Local Search Marketing Tactics
  • 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. The most important thing in business is sincerity… If you can fake that, you’ve got it made. Source: Google Webmaster Guidelines
  • 16. BECAUSE, GOOGLE SUCKS. @w2scott Luna the Lamprey to tweet in effort to save fish
  • 17. NOT SEO. GOOGLE KUNG FU. @w2scott
  • 18. • YouTube • Yelp • Pinterest • Facebook • Houzz • YP.com • And more… GOOGLE HASAWEAKNESS: BIG“AUTHORITY”SITES @w2scott
  • 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. GOOGLE, PLEASE. “jewelry buyers metairie la” @w2scott
  • 21. WHAT? @w2scott
  • 22. DR. GRABER “gastric bypass surgery new hartford ny” @w2scott
  • 23. CAUSEWAY COIN CO. “gold buyer metairie la” @w2scott
  • 24. DONALDSON PLASTIC SURGERY “bounce like beyonce” @w2scott
  • 25. PR WEB “houma treatment center” @w2scott
  • 26. HOUZZ “kitchen remodel new orleans” @w2scott
  • 27. HOW?! @w2scott
  • 28. YOUTUBE Video dominates universal search. MarketingLand Infographic @w2scott
  • 29. RANKING REPORTS Oh come on, you know you do it. @w2scott
  • 30. KEEPING IT CLEAN-ISH WHITESPARK Local Citation Finder @w2scott
  • 31. WHERE? @w2scott
  • 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. 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. 35. STEADY SHIFT TOWARD DIGITAL MEDIA Source: BIA Kelsey 2014
  • 35. 36. Source: KPCB Internet Trends Report 2014 MEDIA SHARE OF USAGE VS. SHARE OF AD DOLLARS
  • 36. NATIVE ADVERTISING POPULARITY IS GROWING • Publishers • Social Platforms • Brands • Agencies • Technology
  • 37. NATIVE ADVERTISING: PROS
  • 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. 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. Includes advertising that appears on desktop and laptop computers as well as mobile phones and tablets. US Digital Sponsorship Ad Spending
  • 41. Owned & Earned Media Channels Continue to Gain Traction SMBS ENGAGING WITH CONTENT-RELATED MEDIA CHANNELS
  • 42. Frequency of Updating Online Properties SMB’S UNEVEN EFFORTS TO MAINTAIN FRESH CONTENT
  • 43. Ways Business’ Online Properties Are Integrated SMB Content Integration a Work in Progress
  • 44. CONTENT MARKETING @searchinfluence
  • 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. CONTENT EXAMPLES @searchinfluence
  • 47. NEIGHBORHOOD / VERTICAL GUIDES @searchinfluence
  • 48. Content is Important @w2scott
  • 49. Content is Important @searchinfluence /
  • 50. Content is Important
  • 51. Content is Important @searchinfluence
  • 52. ONLINE PRESS RELEASES
  • 53. NATIVE ADS - NEWSFEED @w2scott
  • 54. Example Source: The Atlantic http://www.theatlantic.com/
  • 55. Example Source: The New York Times http://www.nytimes.com/
  • 56. SPONSORED BLOGS @searchinfluence
  • 57. Example Source: http://www.theonion.com/sponsored/insufferable-man-utters-words-craft-beer-movement,110/
  • 58. BLOG CONTENT
  • 59. VIDEO @searchinfluence
  • 60. Great opportunity to Tell The Story
  • 61. And have customers tell their story
  • 62. Contact Forms
  • 63. VIDEOS @searchinfluence
  • 64. VIDEOS @searchinfluence
  • 65. VIDEOS @searchinfluence
  • 66. Example Source: The Atlantic http://www.theatlantic.com/video/
  • 67. Example Source: The Atlantic http://www.theatlantic.com/video/index/373700/is-trading-stocks-for-suckers/
  • 68. Example Source: BuzzFeed http://www.buzzfeed.com/
  • 69. Example Source: BuzzFeed http://www.buzzfeed.com/friskies/dear-kitten-vertical
  • 70. NON-TRADITIONAL / B2B @searchinfluence
  • 71. INFOGRAPHICS
  • 72. SOCIAL CONTENT
  • 73. SOCIAL CONTENT
  • 74. CONTENT CASE STUDY @searchinfluence
  • 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. WE WANT YOU!WWW.SEARCHINFLUENCE.COM/JOBS Advertising and PR Manager http://www.searchinfluence.com/jobs/ @w2scott
  • 77. THANK YOU! WILL SCOTT wscott@searchinfluence.com searchinfluence.com/blog twitter.com/w2scott