Taking Your Search Marketing


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Shari Worthington of Telesian Technology presented her annual search engine marketing update.

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Taking Your Search Marketing

  1. 1. Taking Your Search Marketing to the Next Level, 2010<br />September 3, 2010<br />Shari L.S. Worthington<br />Telesian Technology<br />
  2. 2. Agenda<br />Market data<br />Search & social media<br />Conversions<br />Link building<br />Real-time search<br />Yahoo-Bing<br />Pay Per Click<br />Future of search<br />
  3. 3. Google & the Power of Search<br />Google revenue 2009 increased 9% to $23.7 billion<br />Compare to B2B print media down 30%<br />Search engines do what B2B media was created for<br />Targeted advertising aimed at buyers researching purchases<br />Search is no longer limited to the search engines<br />Raw usage numbers are too big to ignore<br />LinkedIn: over 60 million users<br />Twitter: over 75 million users<br />YouTube: over 100 million visitors per month<br />Facebook: over 400 million users<br />Compare to Google’s 359 million visitors in March<br />
  4. 4. Search Market Share, July 2010<br />Google<br />65.8% US search share<br />10.263 billion searches<br />Yahoo<br />17.1% US search share<br />2.661 billion searches<br />Microsoft<br />11.0% search share<br />1.712 billion searches<br /><ul><li>Facebook
  5. 5. 395 million searches (Jan 2010)
  6. 6. Redesigned search box so more prominent
  7. 7. Bing partnership displays Facebook results
  8. 8. Facebook ads used to be Microsoft, now in-house</li></li></ul><li>How Google’s Algorithm Rules the Web<br />
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  11. 11. Search & Social Media<br />Advertising model is less compelling<br />Relationships matter<br />Always been the case in B2B<br />Convergence of professional and personal<br />Must meet corporate goals and individual needs<br />Search: site with the most quality content wins<br />Social Media: site with the most connected people wins<br />Participation is now crucial for success<br />
  12. 12. Search & Social Media<br />Google has always been a social site<br />Natural search popularity is measured by<br />Links<br />Mentions<br />Recommendations<br />Interactions<br />Paid search has its place<br />Visibility<br />Getting in front of hot issues fast<br />
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  16. 16. Top Challenge:Generating Shareable, Keyword Rich Content<br /><ul><li>Everyone is publishing volumes of content, which makes it hard for marketers to rise above the noise while continually producing fresh content.
  17. 17. Customers are not looking at information from just one source—and especially not from just one company.
  18. 18. Customers are increasingly consuming expert and community content as a part of the buy cycle</li></ul>By 2013 the quantity of information on the Internet will double roughly every 72 hours<br />
  19. 19. What Content?<br />Start with what you have & focus on KEYWORDS<br />Turn anything printed into digital<br />White papers<br />Case studies<br />Brochures<br />PPTs (speaking ops, seminars)<br />Newsletters<br />Articles<br />
  20. 20. Find Good Content Internally<br />Not everyone can generate content, need to find those who have high value information<br />Where are those pockets of info?<br />Product managers<br />Engineers<br />Customers<br />Application engineers<br />Service personnel<br />
  21. 21. Find Good Content Externally<br />80:20 rule external: internal content<br />Pull RSS feeds on:<br />Industry and analyst web sites<br />Twitter search phrases<br />Facebook streams<br />Google blog searches<br />Industry web site aggregators<br />Social network aggregation tools <br />Hootsuite<br />Tweetdeck<br />
  22. 22. Add Digital Content Beyond PDF<br />Shift to on-demand consumption of info<br />Webinars<br />Podcasts<br />Videos<br />183 million US Internet users watched online video during the month of May. <br />YouTube.com achieved record levels of viewing activity with an all-time high of 14.6 billion videos viewed and surpassing the threshold of 100 videos per viewer for the first time. <br />US Internet users watched nearly 34 billion videos in May, with Google Sites ranking as the top video property with 14.6 billion videos, representing 43.1% of all videos viewed online<br />Web sites featuring videos have a significant SEO advantage in Google’s integrated search<br />Deploy across entire web site, not just on home page<br />
  23. 23. Content & On-Page SEO<br />On-page SEO<br />Relevant keywords flow naturally in visible content<br />Feeds long tail of search<br />Keyword density increases quality of page perception by search engine<br />
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  25. 25. Content & Conversions<br />Conversions<br />A/B testing with Google Website Optimizer<br />Less is more, e.g. fewer distractions, focus on action<br />Don’t increase conversions if a big sacrifice for traffic<br />
  26. 26. Content & Link Building<br />Link worthiness<br />Provide something unique or compelling so people will want to link to your site<br />Use only relevant content and industry links<br />Don’t fall for scams<br />Social media<br />Will users of Twitter and LinkedIn start sending around links to your content?<br />
  27. 27. Benefits of Regular Content Creation<br />New content being shared regularly<br />Drives better natural search engine optimization<br />Invites engagement with community<br />Provides more opportunities to communicate, share valuable information that isn’t pure marketing and sales oriented<br />Builds expertise & trust<br />
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  33. 33. Google’s Real-time Search<br />
  34. 34. Google’s Blog Filter<br />
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  49. 49. Level the Playing Field<br />
  50. 50. 80-20 Rule for SEO Efforts<br />Direct request link building<br />Backlinking is less popular<br />Could end up on a link farm<br />Bad neighbors<br />Redirect before link back to your site<br />Build lists of potential target sites<br />Reach out to them manually<br />Partners, channel, third-parties, blog comments<br />Lots of work but pretty much guaranteed your competitors aren’t doing this<br />Prioritize link targets; use SEOmoz’s Open Site Explorer for metrics on value of link<br />
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  53. 53. Yahoo!-Bing Integration<br />Yahoo Sponsored Search has switched Microsoft adCenter <br />Shorten ad titles and descriptions<br />Yahoo Sponsored Search had 40 character limit<br />adCenter has 25 character limit<br />Slightly shorter ad descriptions<br />Yahoo had 71 character limit<br />adCenter has 70 character limit<br />
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  56. 56. Yahoo!-Bing Integration<br />Expand keyword lists<br />Yahoo maps keyword variations to primary form of word<br />adCenter treats singular/plural variations and common misspellings as individual keywords, e.g. car, cars, casr<br />Increases keyword list but provides more control<br />Reporting changes<br />Yahoo reporting won’t transition to adCenter<br />Extended period of access through Yahoo interface<br />
  57. 57. Google AdWords PPC<br />First personalized search, now personalized text ads<br />Add display ads to SERPs<br />Along the lines of Google’s “universal search,” we will see “universal paid search”<br />Increase ad diversity<br />Text<br />Product listings & extensions<br />Comparative ads<br />Plus box<br />
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  60. 60. Beyond AdWords Click-Through Rate<br />New calls to action/<br /> conversion events<br />Comparative ads<br />
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  62. 62. Google Contact Form Extensions<br />Only the position #1 will be available for the drop down contact form <br />
  63. 63. Contact Form Extensions<br />
  64. 64. Contact Form Extensions<br />Leads will be priced with your maximum cost-per-click bid during the beta test <br />Google will be collecting the phone number and name from your contact form <br />You can provide Google with up to 3 custom questions they’ll include in your contact form in addition to basic information like name, address, phone, etc. <br />Google will show some or all of your custom questions based on a quality algorithm in which they did not mention the details of. <br />For now, they’ll only take phone leads, so you must provide a contact phone number in your form in order for people to call in and ‘hopefully’ become a lead.  In the future they do plan to provide leads through email or live chat. <br />
  65. 65. Future of Search<br />Shift in way people use the web<br />Click on search result<br />Visit a page<br />Click on another link<br />Visit another page<br />But people spend more time receiving than searching<br />Monitoring…tweets, updates, headlines, blog feeds<br />Transition from search to “real-time information provider”<br />
  66. 66. Questions?<br />Thank you!!<br />Shari L.S. Worthington <br />Phone: 508-755-5242<br />sharilee@telesian.com<br />Blog: http://blog.telesian.com<br />Twitter: www.twitter.com/sharilee<br />LinkedIn: http://www.linkedin.com/in/sharilee<br />