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Search marketing - Gillian Muessig (SEOmoz)

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  • Today, it is a whole lot more.
  • Statstics can help us identify points of change that generate opportunities… and besides, I LOVE stats, don’t you?
  • According to the Kelsey Group (March 2010), 90% of respondents say they use search engines for research before making major and midrange purchases. 48% use Internet Yellow Pages. 42% use comparison shopping sites. 24% use vertical sites. Read more: http://www.smallbusinesssem.com/two-more-studies-confirm-people-research-online-buy-locally/2901/#ixzz0iPWvAsEQ
  • Local searches are happening in places and on devices most of us aren’t even thinking about. Check out UBL.org
  • Target Niche Markets Consider age, language, location, interests Target Niche Markets Consider age, language, location, interests Target Niche Markets: age, language, location, interests
  • Target Niche Markets Consider age, language, location, interests Target Niche Markets Consider age, language, location, interests Target Niche Markets: age, language, location, interests
  • Beginning with the wide business adoption of the Blackberry, web enabled cell phones took a giant leap forward with the release of Apple’s iPhone. Google’s Android and many other options now provide a deep and solid base of choices across all price points.
  • 1.2 million new users per month in India. Cell phone adoption in the US is already >50%.
  • Tell google that your website is available to mobile browsers
  • Use .m, iPhone or other cell –friendly indicators to let viewers know your site is available in a mobile browser.
  • Companies such as UBL manage your local listings
  • Transcript

    • 1. How Search is Evolving & How to Keep Up
    • 2. SEO is Still About Building Content Geared Towards Searcher's Interests
    • 3. Building Search-Engine Friendly Sites & Pages
    • 4. It’s About Marketing & Converting Online
    • 5. ...and PPC & Banner Ads
    • 6. But Now, There’s More Organic SEO SMM CRM thru SMM MMM SCM Local CRO
    • 7. Change = Opportunity
    • 8. The PPC / SEO Disconnect - Eye Tracking Data Source: Enquiro
    • 9. The PPC/SEO Disconnect
      • PPC spend = 92% of Internet marketing dollars
      • <10% of all clicks are made on PPC ads
      • Organic clicks yield >90% of all traffic
      • 8% of all SEM spend is spent on SEO
    • 10. Stats
    • 11. Google’s Global Share: Still Dominating
    • 12. 2010 Monthly Trending Search Engines Market Share / Usage Trend
    • 13.  
    • 14. iPhone MarketShare: India
    • 15. Social Media comprises the top 10 most popular searches in the world
    • 16. Top Social Networking Sites in India 281 1,550 407 Shtyle.fm 233 1,807 542 Yahoo! Buzz 89 2,960 1,562 Ibibo.com 81 3,206 1,767 Zedge.net N/A 3,267 N/A LinkedIn.com 239 3,341 984 Twitter N/A 3,507 N/A Yahoo! Pulse 3 4,432 4,292 Bharatstudent.com 16 19,871 17,069 Orkut 179 20,873 7,472 Facebook.com 43 33,158 23,255 Social Networking 13 39,562 35,028 Total Internet : Total Audience % Change Jul 2010 Jul 2009 Total Unique Visitors (000) Total India - Age 15+, Home & Work Source: comScore Media Metrix
    • 17. Online Marketing With Offline Conversions
      • ~$917 billion worth of retail sales last year were “web-influenced”
      • Online + web-influenced offline sales = 42% of total retail sales
      • By 2014, the web will influence = 53%
      Forrester Research March 2010
    • 18. The Future of Search Marketing Gillian Muessig – August 2010
    • 19. Traditional Search is Not Going Away
    • 20. But There Are More Options
    • 21. Mobile Marketing Is Growing
      • Rail tickets predicted to be delivered to mobile phones in 2010 : 2 billion; in 2014 : 15 billion
    • 22. Everywhere
      • >890mm web enabled mobile phones will ship in 2010
      • 1.2mm per month in India alone
      - Source: Juniper Research, February 2010
    • 23. And It’s Paying Off
      • >90% web enabled mobile phone owners have made a purchase with their phone
      - Source: Juniper Research, February 2010
    • 24. Everywhere
      • >47% purchased while ‘on the go’
      - Source: Juniper Research, February 2010
    • 25. Market Demand Is Driving Mobile Marketing Source: MarketCharts.com, 2010
    • 26. 2010 Strategy: Diversify Traffic Sources
    • 27. Early Social Media Source: Wikipedia
    • 28. Social Media Leverages Technology Source: evansavenue.files.wordpress.com
    • 29. Again Source: FredCavazza.net
    • 30. … and Again Source: FredCavazza.net
    • 31. … and Again
    • 32. Aug 26, 2010 facebook overtakes orkut in India
    • 33. Social Media in Gaming Source: Evan Fishkin, Portent Interactive, March 2010
    • 34. Why Should I, My Customers, or My Boss Care About This Social Media Stuff? I still don’t care!
    • 35. Social Media Marketing officially became more popular than pornography in 2007.
    • 36. Gillette Mach3 IGC 2010 set to become the WORLD’s biggest online gaming championship
    • 37.  
    • 38. Local Marketing: Gold in the LongTail Kelsey Group, March 2010
    • 39. Local Search on the Road - UBL Source: AimClear.com 2008
    • 40. Social – Mobile – Local Power Triumvirate
    • 41. What Runs the Triumvirate? Deep databases
    • 42. What Can The Data Tell You?
      • Where your customers frequent. When
      • How frequently. With whom
      • What deals make them move/change
      • Their interests
      • Their purchasing ability
      • Daily, weekly, monthly buying patterns
      • That your customer searched for your product
      • Whether they exercise, drink tea, smoke have trouble sleeping, work 2 jobs…
    • 43. What Have We Done?!
    • 44.  
    • 45. Search Marketing Choices
    • 46. Mobile Search
    • 47. The Web is becoming mobile
    • 48. Consumption on Mobile Browsers Up
    • 49. More Transactions on Browsers
    • 50. 2010 Strategy: Mobile Sitemaps
    • 51. 2010 Strategy: Deprecate Beautifully
    • 52. 2010 Strategy: Test Mobile Apps
    • 53. 2010 Strategy: Adopt the Right Tech Early www.squareup.com
    • 54. Real Time Search
    • 55. Twitter Search
    • 56. Tweets in Google’s Results
    • 57. Google Suggest – powered by tweets
    • 58. 2010 Strategy: Twitter CRM
    • 59. 2010 Strategy: Set Up Tracking
    • 60. 2010 Strategy: Control the Conversation
    • 61. 2010 Strategy: Learn Re-Tweet Optimization www.slideshare.net/danzarrella/the-science-of-re-tweets
    • 62. Social & Search Are Driving Traffic That Doesn’t Convert on the First Visit
    • 63. 2010 Strategy: Get Full Lifecycle Analytics
    • 64. Or You’ll Never Know Which Source Sent Value
    • 65. QDF & News Results
    • 66. QDF Getting Faster Ranking within a few hours
    • 67. 2010 Strategy: Break News First
    • 68. News Results More Open They’ll let anyone in nowadays
    • 69. News Results More Open Also, I really want to see SEO predictions from 1920-1929
    • 70. 2010 Strategy: Become a News Source www.google.com/support/news_pub/bin/answer.py?hl=en&answer=40787
    • 71. 2010 Strategy: Be a Scout
      • Keep potential news / PR pieces ready
      • Be a leader – control the conversation
    • 72. Personalized Results
    • 73. Personalization by Default Only one chance at a 1 st impression
    • 74. We Trust Each Other We Don’t Trust Mega-Corp
      • 14% say they generally trust ads
      • 74% say they generally trust peers
        • This is especially true of health related issues
    • 75. The Entrance of Social Results
    • 76. 2010 Strategy: Get Your Users Clicking
    • 77. 2010 Strategy: Get Your Users Connected
    • 78. Local Search
    • 79. More Queries w/Local Results
    • 80. 2010 Strategy: Get Local Listings
    • 81. 2010 Strategy: Get Local Listings Right Important Very Important
    • 82. Facebook’s Dominance
    • 83. People Spending More Time on Facebook 5.5% of all Time Online Spent on Facebook
    • 84. Facebook as a Business Network
    • 85. 2010 Strategy: Run Facebook Ads
    • 86. 2010 Strategy: Get a Profile + Fans
    • 87. 2010 Strategy: Don’t Ignore Vertical SMM
    • 88. The Web’s Shifting Link Graph
    • 89. Links Becoming Tweets & Status Updates SORRY I ATE YOUR LINK GRAPH!
    • 90. 2010 Strategy: Become Relevant to Social Media Users
    • 91. 2010 Strategy: Analyse What Readers Read
      • The brain loses attention after 10 minutes in class
      • You lose readers after 10 seconds online
    • 92. 2010 Strategy: Get an Audit
      • Get a landing page optimization audit
      • A/B and multivariate test everything
    • 93. Linkerati Getting Stingier
    • 94. 2010 Strategy: Share & You Will Get More
    • 95. Post Click – Conversion Optimization
    • 96. 1. Testimonials Placing a testimonial on your final conversion page can reduce abandonment by up to 16% .
    • 97. 2.Videos Adding a video from the founder of the company can increase your leads by up to 17% .
    • 98. 3. Badges Placing a Better Business Bureau logo or other comfort related badges, such as hacker safe, on your website can increase conversions by up to 3% .
    • 99. 4. Showing Off Placing INC 500, Deloitte, Fast 500 and similar badges on your site can decrease conversions by up to 2% .
    • 100. 5. Opt-In Box Placing a testimonial below your option box can increase opt-ins by up to 9% .
    • 101. 6. Audio Testimonials Adding audio testimonials below tangible products can increase conversions by up to 6% and 4% on virtual goods .
    • 102. 7. Lucky Number 7 Having your price points end with “ 7” can increase conversions by up to 6% .
    • 103. 8. 1-800 Number Having a toll free number in addition to a local phone number can increase sales by up to 8% .
    • 104. 9. Money Back Guarantee Using a 45 day money back guarantee instead of a 30 day money back guarantee can reduce returns by up to 21% .
    • 105. 10. Red Text Having red text on a squeeze page (lead gen) can increase conversions by up to 13% and having red text on an ecommerce site can reduce conversions by up to 16% .
    • 106. + 1 more. Live Chat Add a live chat to your website can increase conversions between 5- 13%
    • 107. [email_address] @SEOmom Use code: WHITEHAT2010 25% discount