Google is 14SO TALK TO IT LIKE A 14 YEAR OLDJames Gaskell – Managing Director – ZUJI AustraliaAndrew Hughes – SEO Director...
Your Speakers    Andrew Hughes                                          James Gaskell    SEO Director – Reprise Media     ...
What we’ll talk about today …         A Grown Up Google       Using Analytics and Data   Getting Ahead of the Competition ...
Think Back 14 Years    Search was dominated by:    And then along came:4
1998 also saw the birth of LastMinute.com5
So, at 14 – What is Google?    •    It is certain to say that Google is the internet success story    •    Google’s core p...
At >14 – What is SEO in 2012?    Search Engine Optimisation is changing – it is accepted as a marketing channel and       ...
How to approach SEO in 2012       •   Considered from the start       •   User focused       •   Co-ordination of multiple...
So, Where does Google sit in the AU Market?9
Some Search & Google AU Statistics                                                          Search has                    ...
The Google Experience        “We want diversity of results. This is something we talk about         a lot internally, and ...
So what do businesses get from the 13 year old?12
Search Engine Traffic Contribution          Some Examples From Our Clients:                • Search Engines are contributi...
Google Results Vary                              Paid Search Results                       Driving direct response with ta...
And how does the user interact?                        5 sec.    10 sec.                        15 sec.   20 sec.15
Focus is on the top 3                                            45%                                                  41% ...
On-Site Vs Off-site     What affects the Australian rankings:          • 30% On Site, 70% Offsite          • Offsite has h...
ZUJI Search Investment                                                           CPC                                      ...
Analytics and Data   Turn on the lights to understand   your audience
COMPLEMENT TECHNOLOGY WITH THE HUMAN TOUCH                    MULTIPLE GOALS                    EXTERNAL FACTORS          ...
Where to start – Your Site     •   Ownership of reporting     •   Create reporting framework     •   Measure effectively  ...
Some of the processes in between                                                     x     •   Consider: Ux, content inter...
Where to end     •   Optimisation should be a constant ongoing commitment     •   Every new iteration of a website should ...
How ZUJI Approach ThisOmniture Site Catalyst Agency Dashboard24
How do I Get my Content Visible25
What is “content”     •   Anything that a user can or could discover     •   What can you gain visibility in     •   Who a...
What content to create     •   Be led by the user     •   Test and learn with paid search     •   Segment and understand w...
Enable Your Content     •   Don’t rely on users coming to you     •   Enable users to +1, Share, Like and Tweet your conte...
ZUJI’s Successful ApproachTailored Landing Pages – Hotels and Locations29
What tools do I need?30
Someone who gets it…                                  Function                      Concept         The most valuable tool...
The SEO Tool Kit     •   Analytics and Reporting     •   Google/Bing WMT     •   Your competitive insight in Australia    ...
Is Google and search still changing?33
Mobile Search     •   Growth has been significant – 10% of daily Google searches are on a mobile         phone compared to...
Personalised Search     •   Personalised search is now live     •   You can see the impact on these two searches that my p...
What do I need to take away?36
Key Takeouts•    Google is mature, and it is not easy to rank!•    SEO’s involvement should be intrinsic in all marketing ...
Andrew Hughes                  James GaskellSEO Director – Reprise Media   Managing Director – ZUJI/Travelocity APACTwitte...
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Ad:Tech Sydney - Google is 14 - Treat it like a 14 year old

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  • Who we areWhat we doHow we do itBlended search ideas…
  • According to Danny Sullivan, universal search results have 41% higher CTR84% of videos shown in SERP are informational. Examples include tutorials, news, non-commercial agenda, etc.
  • It is fabulous if you have all of the site side reporting about sales and consumer data
  • Who we areWhat we doHow we do itBlended search ideas…
  • Who we areWhat we doHow we do itBlended search ideas…
  • Who we areWhat we doHow we do itBlended search ideas…
  • Who we areWhat we doHow we do itBlended search ideas…
  • Ad:Tech Sydney - Google is 14 - Treat it like a 14 year old

    1. 1. Google is 14SO TALK TO IT LIKE A 14 YEAR OLDJames Gaskell – Managing Director – ZUJI AustraliaAndrew Hughes – SEO Director – Reprise Media14th March 2012#atsyd
    2. 2. Your Speakers Andrew Hughes James Gaskell SEO Director – Reprise Media Managing Director – ZUJI/Travelocity APAC With 14 years online marketing experience in; web 14 years in e-commerce, online travel and digital strategy, internet development, content marketing, with especial interest in content strategy, on-site and offsite SEO , paid search, delivery, SEO & SEM methodologies, CRM & Ux, search and social marketing. CDM, digital media, content management system development, online production, online marketing, booking engine technology, Andrew leads a 17 strong team of SEO experts airline distribution, hotel aggregation, for Reprise Media Australia financial settlement functions and knowledge management. Twitter: @y0z2a James leads ZUJI/Travelocity’s retail and trading operations in Australia, Singapore, Hong Kong G+: +Andrew Hughes & New Zealand. Blog: SearchEverywhere Twitter: @jamesgaskell2
    3. 3. What we’ll talk about today … A Grown Up Google Using Analytics and Data Getting Ahead of the Competition SEO Tools Innovation in Search
    4. 4. Think Back 14 Years Search was dominated by: And then along came:4
    5. 5. 1998 also saw the birth of LastMinute.com5
    6. 6. So, at 14 – What is Google? • It is certain to say that Google is the internet success story • Google’s core product – search continues to develop and grow on a weekly basis • New products are evolving on a monthly basis; Display, Mobile, Analytics, TV and Video, Hosting, Email, Applications, Code, Storage • And, using Google’s own basis of scoring the web – PageRank; Google continues to grow in authority6 Google Doodle for 14/03/2012 -
    7. 7. At >14 – What is SEO in 2012? Search Engine Optimisation is changing – it is accepted as a marketing channel and requires investment and the right people to implement it. Optimisation in 2012 covers: • Search market research and consumer trend analysis • Influencing organic search visibility • Improving paid search quality scores through on page optimisation • Content strategy to ensure increased visibility • Conversion optimisation to maximise ROI • User experience over multiple platforms7 Image Credits: http://www.google.com/insights/search/#q=google&geo=AU&cmpt=q & http://www.majesticSEO.com
    8. 8. How to approach SEO in 2012 • Considered from the start • User focused • Co-ordination of multiple stakeholders • Robust and flexible strategy • SEO should not work in isolatation • Efficiency and savings • The effects and performance can touch all channels • Test, learn and action is an ethos to live by… Gone are the days of keyword stuffing Gone are the days of keyword stuffing Gone are the days of keyword stuffing Gone are the days of keyword stuffing Gone are the days of keyword stuffing Gone are the days of keyword stuffing Gone are the days of keyword stuffing Gone are the days of keyword stuffing Gone are the days of keyword stuffing Gone are the days of keyword stuffing Gone are the days of keyword stuffing Gone are the days of keyword stuffing Image Credit: http://v8tvshow.com/component/option,com_smf/Itemid,108/topic,8899.0/8
    9. 9. So, Where does Google sit in the AU Market?9
    10. 10. Some Search & Google AU Statistics Search has 92% Reach Nielsen Australian Landscape review 2011 in Australia** Google Gets over 25 Vists per month by its users Google is the most Nielsen Australian Landscape review 2011 sticky site in Australia Google has Hitwise week ending 03/03/2012 over 93.5% market share10
    11. 11. The Google Experience “We want diversity of results. This is something we talk about a lot internally, and believe in. We want there to be variety of sources and opinions in the Google results. We want them in personalized search to be skewed to the user, but we don’t want that to mean the rest of the web is unavailable to them.” Johanna Wright Product Manager, Google Search11
    12. 12. So what do businesses get from the 13 year old?12
    13. 13. Search Engine Traffic Contribution Some Examples From Our Clients: • Search Engines are contributing more traffic than all other sources • These may include significant numbers of brand searches • Referals include other Google properties – YouTube, Places, Shopping Where is the consumer going to look for your brand? SearchReprise Media clients using GA in the last 31 days.13
    14. 14. Google Results Vary Paid Search Results Driving direct response with tailored messaging and up to date offers Organic Search Results Increasingly active fresh content and social communities lead to higher SEO rankings Organic Video Search Results Social growth results in more relevant videos. Organic Image Search Results Active communities lead to higher coverage Latest (Google) News Articles Digital PR 1414
    15. 15. And how does the user interact? 5 sec. 10 sec. 15 sec. 20 sec.15
    16. 16. Focus is on the top 3 45% 41% 40% Organic Traffic - Click-Through-Rate 35% 30% 30% 25% 22% 20% 16% 15% 12% 9% 10% 7% 5% 4% 5% 3% 0% 1 2 3 4 5 6 7 8 9 10 Keyword Position 100% 100% 100% 100% Organic CTR improves by an average of 100% for every two positions gained16
    17. 17. On-Site Vs Off-site What affects the Australian rankings: • 30% On Site, 70% Offsite • Offsite has historically been more effective What affects the Global rankings: • Over 500 individual ranking factors • Over 220 that Reprise consider to be important • Global SEOMoz research of SEO professionals indicated that ~60% of ranking factors were perceived to be offsite Quality content should be present in all locations – on site and offsite17 Image Credit: http://www.seomoz.org/article/search-ranking-factors
    18. 18. ZUJI Search Investment CPC Organic Content The media investment for ZUJI in 2011 was a revelation for the Australian business. • The entire team were brought together at a planning stage • Activation of each individual channel and its contribution was centre focus • Relationships of each marketing channel was identified and then planned • Search supported both brand and category media activties • EDM, affiliate and display underpinned the media executions18
    19. 19. Analytics and Data Turn on the lights to understand your audience
    20. 20. COMPLEMENT TECHNOLOGY WITH THE HUMAN TOUCH MULTIPLE GOALS EXTERNAL FACTORS COMPETITION20
    21. 21. Where to start – Your Site • Ownership of reporting • Create reporting framework • Measure effectively • Use the right tools • Establish a baseline21 Image Credit: http://www.foreverparenting.com/date/2008/06/page/2/
    22. 22. Some of the processes in between x • Consider: Ux, content interaction, conversion process, form completion, Ecommerce • Comparisons: Historic vs Current, New Vs Returning, Good/Poor Conversion • Test and learn: Take your best converting pages – analyse and update • Identify keyword groups that you don’t rank organically for that convert well • Analyse what traffic you generate organically from these top performing keywords with Google Analytics and Webmaster Tools22
    23. 23. Where to end • Optimisation should be a constant ongoing commitment • Every new iteration of a website should be an improvement • Focusing on impacting on your bottom line • Don’t wait for a penalty from Google or your users • Learn, action, improve, build, start again23 Image Credit: http://www.f1fanatic.co.uk/2010/09/09/changing-tracks-monza-pictures/juanmanuelfangio_pierotaruffi_monza_mercedes_1955/
    24. 24. How ZUJI Approach ThisOmniture Site Catalyst Agency Dashboard24
    25. 25. How do I Get my Content Visible25
    26. 26. What is “content” • Anything that a user can or could discover • What can you gain visibility in • Who are the influential websites (not brands) in your category • What content on these websites makes them successful • Is there branded or unbranded content that you can source to differentiate yourself26
    27. 27. What content to create • Be led by the user • Test and learn with paid search • Segment and understand what works • Prioritise where you need to be visible • Identify your competitors • Identify your key partners • Understand what channels your competitors and partners are active in • Understand what content these individual websites are creating and which channels they are publishing it on • Create something new – become the industry authority27 Image Credit: http://news.ninemsn.com.au/national/146542/flings-fantasy-and-flirting-on-holiday
    28. 28. Enable Your Content • Don’t rely on users coming to you • Enable users to +1, Share, Like and Tweet your content • RSS / XML and feeds will drive your business • Consider creative commons • Reach out to influencers in your category • Consider curating content from other sources28
    29. 29. ZUJI’s Successful ApproachTailored Landing Pages – Hotels and Locations29
    30. 30. What tools do I need?30
    31. 31. Someone who gets it… Function Concept The most valuable tool – someone who understands search who can communicate to the business, be they an internal resource or an external consultant Skills that they may have: • Online Marketing • Understanding of analytics • Ability to research online • Some web development experience • Creativity – Copy writing, creative flair • Paid search experience • And a touch of quirkyness about digital and search…31
    32. 32. The SEO Tool Kit • Analytics and Reporting • Google/Bing WMT • Your competitive insight in Australia • Be creative if they apply to your category: Google AdPlanner, Hitwise and any other internal source of trends • Create a yearly calendar of SEO and marketing events • Internal project management tools32
    33. 33. Is Google and search still changing?33
    34. 34. Mobile Search • Growth has been significant – 10% of daily Google searches are on a mobile phone compared to 4% 12 months ago • In December 2011 - Reprise clients hit 10% mobile traffic • Mobile made up 31% of shopping searches in Dec ’10 • Organic search alone saw 4% of total visitors on mobile in 2011 • User experience must be tailored for the device • Ensure that you optimise for mobile34
    35. 35. Personalised Search • Personalised search is now live • You can see the impact on these two searches that my personal sphere of influence has on my search for “cheap flights” • Integration of people, places and +1’s • Underlying this, there is still a base index35
    36. 36. What do I need to take away?36
    37. 37. Key Takeouts• Google is mature, and it is not easy to rank!• SEO’s involvement should be intrinsic in all marketing activity and planning• Reporting should be the foundation stone of all digital activity• Content creation should be centered around the user• Your SEO project no longer sits with just the web development team• To win long term in the search space do not invest $199 for 30 day success37
    38. 38. Andrew Hughes James GaskellSEO Director – Reprise Media Managing Director – ZUJI/Travelocity APACTwitter: @y0z2a Twitter: @jamesgaskellG+: +Andrew HughesBlog: SearchEverywhere
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