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1 ® 2008-2013 e-storm internationalSMX West 2013 Trends and Major Takeaways bye-storm InternationalPrepared by Mori Yagi, ...
2 ® 2008-2013 e-storm internationalAgenda• Overview• Top Session Takeaways• Mel• Summer• Mori• What can we do today?
3 ® 2008-2013 e-storm internationalIt’s not just about search!• The Semantic Web - Structured Data!• Facebook Open Graph S...
4 ® 2008-2013 e-storm internationalWhat About Censorship??
5 ® 2008-2013 e-storm internationalAmherst College Dilemma
6 ® 2008-2013 e-storm internationalThinspiration
7 ® 2008-2013 e-storm internationalLINK JUICEThe Dirty Work
8 ® 2008-2013 e-storm internationalLink Building
9 ® 2008-2013 e-storm internationalHarvesting Keywords
10 ® 2008-2013 e-storm international
11 ® 2008-2013 e-storm internationalMOBILE TRACK
12 ® 2008-2013 e-storm internationalMobile Takeaways• Mobile is not it’s own channelanymore• Path to purchase.• Query beha...
13 ® 2008-2013 e-storm international
14 ® 2008-2013 e-storm international
15 ® 2008-2013 e-storm international
16 ® 2008-2013 e-storm international
17 ® 2008-2013 e-storm internationalENTERPRISE TRACK
18 ® 2008-2013 e-storm internationalThe All-Important Roleof CommunicationGeorge Michie - RKG• Brand is Different• Pull Ma...
19 ® 2008-2013 e-storm internationalMaximizing EnterprisePPCJohn Zoglin, IBM• Align:• Money• Digital Strategies andDashboa...
20 ® 2008-2013 e-storm internationalSEO + PPC
21 ® 2008-2013 e-storm international
22 ® 2008-2013 e-storm internationalGoogle Search ads Pause Study:“A low value for IAC may occurwhen the paid and organic ...
23 ® 2008-2013 e-storm international
24 ® 2008-2013 e-storm internationalBIG DATA AND SEARCHMARKETING
25 ® 2008-2013 e-storm international
26 ® 2008-2013 e-storm internationalKevin Lee, DiditThe Power of AudienceKeywords tell you very little aboutaudienceGeogra...
27 ® 2008-2013 e-storm internationalUser Intent and Big Data• User Happiness = Relevant Experience• Relevance signals• IR ...
28 ® 2008-2013 e-storm international
29 ® 2008-2013 e-storm internationalBLOGGING
30 ® 2008-2013 e-storm internationalOptimized Bloggingo Frequent scheduled postso Give readers a reason to come backo Ince...
31 ® 2008-2013 e-storm internationalSource Topicso Let your audience helpo Source topics from Qs @ Quora, Reddit, and othe...
32 ® 2008-2013 e-storm internationalSEO Opportunitieso Find SEO opportunity gapso Use autofill, check the results, and wri...
33 ® 2008-2013 e-storm internationalUse Google Authorshipo Branding & trust
34 ® 2008-2013 e-storm internationalOptimized Bloggingo Include FASS buttonso Consistency & planningo Create a content cal...
35 ® 2008-2013 e-storm internationalCONTENT
36 ® 2008-2013 e-storm internationalOptimized Bloggingo It’s not a blog w/osocialo Entire Social mediaStrategy should cent...
37 ® 2008-2013 e-storm internationalOne Piece of Content, Many Benefitso Customize posts for each networko Update old blog...
38 ® 2008-2013 e-storm internationalRepurpose Contento Blog Posto Tweet something from a post & link backo Aggregate relat...
39 ® 2008-2013 e-storm internationalRepurpose Contento Whitepaper/E-booko Create a blog series based on the papero Turn ol...
40 ® 2008-2013 e-storm internationalPPC ANALYTICS
41 ® 2008-2013 e-storm internationalBefore & After
42 ® 2008-2013 e-storm internationalDirected Reporting
43 ® 2008-2013 e-storm internationalReporting (elements of UX)
44 ® 2008-2013 e-storm internationalSummary
45 ® 2008-2013 e-storm internationalPulling Datao Customize your columns & save the formato No calculated metrics
46 ® 2008-2013 e-storm internationalFuture Proofingo Delete top & bottom rows (headings & totals)o Select entire column wh...
47 ® 2008-2013 e-storm internationalStructureo Create calculated metricso Rename fields to remove “sum of”o Change number ...
48 ® 2008-2013 e-storm internationalFormat
49 ® 2008-2013 e-storm internationalDig Deepero See the overall impact of a term.o Use “Does Not Contain” filter to measur...
50 ® 2008-2013 e-storm internationalSummary
51 ® 2008-2013 e-storm internationalWHAT CAN WE DORIGHT NOW?
52 ® 2008-2013 e-storm internationalReferencesAgenda:http://searchmarketingexpo.com/west/agendaSpeaker presentations:https...
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SMX West 2013

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  • http://ipullrank.com/code/keyword-demographics/
  • Khalid, invespIncreasing conversion rates is a complex problemConversion optimizations are judged by increases in revenueAvg e-commerce websites Mobile websites convert 15% higher than regular ecommerce storeWhich test won? No headlineSave big with dish network - 20% uplift on mobileLimited time offers call today - desktop winner Strong headlines are important. Headline and call to action for mobile should not be the sameThe problemIncreasing online revenue is not about randomly guessing Try to rely on data or usability principles, but still yields surprisesHow do you make a winning design? Pray.What's the process for evaluating new designs for probability of success?What to change? Don't get too fancy for mobileAssess problem areas - bottlenecks.Conversion framework VisitorsTrustBuying stageFUDsIncentivesEngagementConversion framework for mobile TrustBuying StagesFUDsIncentivesDesign A vs Design BFree above vs. inlineDesign A inline.Identify primary goal in design. Don't overcomplicate itDo not forget the headline.D not over clutter.CTAs must be actionable.IntelligentRWD? Intercept?ClosingTest it!Must A/B test for mobileClick to call?Understand what mobile consumer does for business
  • Pack wiselyCertain key elements of search - will give you a break if you communicate and educateBrand is differentPull marketingBudgets vs. ROI FocusAccurate Success MetricsEveryone looks at the same metricsDiminishing Marginal ReturnsPrioritization IcebergFundamental Divide - Brand/GenericSEM Shouldn't be credited with or blamed for brand performanceWe don't want credit for stuff that we don't control - the non-brand stuff is what you controlPull vs. Push MarketingDemand is just one of the factors outside of SEM controlBudgets or ROI? Pick oneBudgets and ROI are in contention with each other. You might have a budget target that you want to aim for (CEO: "Spend $1.2MM!). By setting spend targets, you take away the ability to adjust to market conditions. ROI targets require fluid budgets.Chose the right success metric:SEM ScorecardObjective: Profitable New Customer AcquisitionMeasurement: New leads generated at ROI targetFactors: non-brand only; variable ROI targets; smart attributionManagement ScorecardObjective: Profitable New Customer AcquisitionMeasurement: New leads generated at ROI targetFactors: no distinction; flat ROI targets; dumb attributionSenior Management needs to use the same scorecard as the SEM teamDiminishing Marginal ReturnsAt some point you hit a maximum on ROIDiminishing marginal returns is a product of smart ad buyingBuy best converters first and worst last - everything beyond optimal level is going to be less efficientImportant for that understanding to be therePrioritization is critical!You really only see the tip of the iceberg - most of the stuff under the surface is really driving the action.Ad copy is the focus of the c-suite (that's what they can see!)SEMs know that bid management really drives results, but is opaque to the c-suite
  • http://ipullrank.com/code/keyword-demographics/
  • http://ipullrank.com/code/keyword-demographics/
  • http://ipullrank.com/code/keyword-demographics/
  • http://ipullrank.com/code/keyword-demographics/
  • http://ipullrank.com/code/keyword-demographics/
  • http://ipullrank.com/code/keyword-demographics/
  • http://ipullrank.com/code/keyword-demographics/
  • http://ipullrank.com/code/keyword-demographics/
  • http://ipullrank.com/code/keyword-demographics/
  • http://ipullrank.com/code/keyword-demographics/
  • http://ipullrank.com/code/keyword-demographics/
  • http://ipullrank.com/code/keyword-demographics/
  • http://ipullrank.com/code/keyword-demographics/
  • http://ipullrank.com/code/keyword-demographics/
  • http://ipullrank.com/code/keyword-demographics/
  • http://ipullrank.com/code/keyword-demographics/
  • http://ipullrank.com/code/keyword-demographics/
  • http://ipullrank.com/code/keyword-demographics/
  • http://ipullrank.com/code/keyword-demographics/
  • Transcript of "SMX West 2013"

    1. 1. 1 ® 2008-2013 e-storm internationalSMX West 2013 Trends and Major Takeaways bye-storm InternationalPrepared by Mori Yagi, MelKreitz, and SummerRomasco
    2. 2. 2 ® 2008-2013 e-storm internationalAgenda• Overview• Top Session Takeaways• Mel• Summer• Mori• What can we do today?
    3. 3. 3 ® 2008-2013 e-storm internationalIt’s not just about search!• The Semantic Web - Structured Data!• Facebook Open Graph Search• Google Knowledge Graph• Social Media!• Content Strategy!• Authorship & “Author Rank”• Remarketing – don’t be creepy!• User Personas + Keyword Demographics!
    4. 4. 4 ® 2008-2013 e-storm internationalWhat About Censorship??
    5. 5. 5 ® 2008-2013 e-storm internationalAmherst College Dilemma
    6. 6. 6 ® 2008-2013 e-storm internationalThinspiration
    7. 7. 7 ® 2008-2013 e-storm internationalLINK JUICEThe Dirty Work
    8. 8. 8 ® 2008-2013 e-storm internationalLink Building
    9. 9. 9 ® 2008-2013 e-storm internationalHarvesting Keywords
    10. 10. 10 ® 2008-2013 e-storm international
    11. 11. 11 ® 2008-2013 e-storm internationalMOBILE TRACK
    12. 12. 12 ® 2008-2013 e-storm internationalMobile Takeaways• Mobile is not it’s own channelanymore• Path to purchase.• Query behavior by device type.We are either asleep or online.• Daytime desktop.• Evening tablet.• Mobile all day long.• Context drives device choice• Time - goal - location -capabilities• Start thinking about context ofquery (how it affects intent)• Page experience is important• Google Full Value of Mobile:• http://www.howtogomo.com/fvm/en/d/• http://youtu.be/EdCFxNvuvSI
    13. 13. 13 ® 2008-2013 e-storm international
    14. 14. 14 ® 2008-2013 e-storm international
    15. 15. 15 ® 2008-2013 e-storm international
    16. 16. 16 ® 2008-2013 e-storm international
    17. 17. 17 ® 2008-2013 e-storm internationalENTERPRISE TRACK
    18. 18. 18 ® 2008-2013 e-storm internationalThe All-Important Roleof CommunicationGeorge Michie - RKG• Brand is Different• Pull Marketing• Budgets vs. ROI Focus• Accurate Success Metrics• Diminishing Marginal Returns• Prioritization Iceberg• Change is Coming
    19. 19. 19 ® 2008-2013 e-storm internationalMaximizing EnterprisePPCJohn Zoglin, IBM• Align:• Money• Digital Strategies andDashboards• KPIs in support of DigitalStrategy• Paid and Organic• PPC and other channels rolethroughout customers’purchase cycle• Tactical Learnings:• Budget Timing• Institutionalize Best Practices• Integration and Brandingtradeoffs. Impact ofacquisitions on brand equity• Keyword Governance
    20. 20. 20 ® 2008-2013 e-storm internationalSEO + PPC
    21. 21. 21 ® 2008-2013 e-storm international
    22. 22. 22 ® 2008-2013 e-storm internationalGoogle Search ads Pause Study:“A low value for IAC may occurwhen the paid and organic resultsare both similar and in closeproximity to each other on thesearch results page.”Translation:When you have top listings forBOTH Paid and Organic ANDmessages are similar – they clickORGANIC
    23. 23. 23 ® 2008-2013 e-storm international
    24. 24. 24 ® 2008-2013 e-storm internationalBIG DATA AND SEARCHMARKETING
    25. 25. 25 ® 2008-2013 e-storm international
    26. 26. 26 ® 2008-2013 e-storm internationalKevin Lee, DiditThe Power of AudienceKeywords tell you very little aboutaudienceGeography predicts demographic andpsychographic audience segments:• Conversion rate• Income• Wealth• Weight / BMI• Age• and dozens moreCommon MistakeGoing after the wrong long-tailThere are more powerful tails than thekeyword long-tail.Failure to consider audience.A single keyword can be segmentedinto mid-to-long-tail audiences.
    27. 27. 27 ® 2008-2013 e-storm internationalUser Intent and Big Data• User Happiness = Relevant Experience• Relevance signals• IR signals, bounce rate, tie on site, page views, cart rate,conversion rate• User intent and content relevance• e.g. landing page selection by queries• intent depends on query• User History• Pages/products browsed last time• Color, gender, brand, location preferences• Price sensitivity• User Request• Referral• Query, type of Ad, Targeting query, Creative,promotion information in ad• Request• IP Address (location), User Agent• Competitive Data• Who else is advertising with you?• What is the messaging that made people come to you?On-site retargeting – use user history todeliver custom nav/banners.
    28. 28. 28 ® 2008-2013 e-storm international
    29. 29. 29 ® 2008-2013 e-storm internationalBLOGGING
    30. 30. 30 ® 2008-2013 e-storm internationalOptimized Bloggingo Frequent scheduled postso Give readers a reason to come backo Incentivize contributors
    31. 31. 31 ® 2008-2013 e-storm internationalSource Topicso Let your audience helpo Source topics from Qs @ Quora, Reddit, and other communitieso Drop answers in threads w/ link back to blog post
    32. 32. 32 ® 2008-2013 e-storm internationalSEO Opportunitieso Find SEO opportunity gapso Use autofill, check the results, and write the result Google wantso Optimize meta tags
    33. 33. 33 ® 2008-2013 e-storm internationalUse Google Authorshipo Branding & trust
    34. 34. 34 ® 2008-2013 e-storm internationalOptimized Bloggingo Include FASS buttonso Consistency & planningo Create a content calendar
    35. 35. 35 ® 2008-2013 e-storm internationalCONTENT
    36. 36. 36 ® 2008-2013 e-storm internationalOptimized Bloggingo It’s not a blog w/osocialo Entire Social mediaStrategy should centeron blogo Create multiple Socialmedia touch points todraw people in.o Leverage blog fortraffic & conversions
    37. 37. 37 ® 2008-2013 e-storm internationalOne Piece of Content, Many Benefitso Customize posts for each networko Update old blog postso Answer you FAQs by bloggingo Highlight weekly posts in an e-newslettero Sales pages/Case Studieso Share testimonials on FB & Google+o Tweet except from case study & link back
    38. 38. 38 ® 2008-2013 e-storm internationalRepurpose Contento Blog Posto Tweet something from a post & link backo Aggregate related blog posts to make a white papero Post blog article to LinkedIn to start discussiono Create video to link back to blogo Answer FAQs by Blogging
    39. 39. 39 ® 2008-2013 e-storm internationalRepurpose Contento Whitepaper/E-booko Create a blog series based on the papero Turn old blogs into an eBooko Tweet a stat and link back to the whitepapero Post a fact on FB or Twitter & link backo Pull out an excerpt from e-newsletter
    40. 40. 40 ® 2008-2013 e-storm internationalPPC ANALYTICS
    41. 41. 41 ® 2008-2013 e-storm internationalBefore & After
    42. 42. 42 ® 2008-2013 e-storm internationalDirected Reporting
    43. 43. 43 ® 2008-2013 e-storm internationalReporting (elements of UX)
    44. 44. 44 ® 2008-2013 e-storm internationalSummary
    45. 45. 45 ® 2008-2013 e-storm internationalPulling Datao Customize your columns & save the formato No calculated metrics
    46. 46. 46 ® 2008-2013 e-storm internationalFuture Proofingo Delete top & bottom rows (headings & totals)o Select entire column when creating pivot tables
    47. 47. 47 ® 2008-2013 e-storm internationalStructureo Create calculated metricso Rename fields to remove “sum of”o Change number formats
    48. 48. 48 ® 2008-2013 e-storm internationalFormat
    49. 49. 49 ® 2008-2013 e-storm internationalDig Deepero See the overall impact of a term.o Use “Does Not Contain” filter to measure the impact onyour account.
    50. 50. 50 ® 2008-2013 e-storm internationalSummary
    51. 51. 51 ® 2008-2013 e-storm internationalWHAT CAN WE DORIGHT NOW?
    52. 52. 52 ® 2008-2013 e-storm internationalReferencesAgenda:http://searchmarketingexpo.com/west/agendaSpeaker presentations:https://estorminternational.centraldesktop.com/p/ZgAAAAAALf6MSession notes:https://www.evernote.com/pub/mkyagi/smxnotes
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