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What's Hot in Search Marketing: 2012 Update

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From the 7th Annual ISA Marketing & Sales Summit. What's Hot in Search Marketing: 2012 Update by Shari Worthington, Telesian Technology. http://marketingsalessummit.com

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What's Hot in Search Marketing: 2012 Update

  1. 1. ISA Marketing & Sales SummitWhat’s Hot in Search Marketing August 17, 2012 Shari L.S. Worthington Telesian Technology
  2. 2. Is Google Making Us Stupid?• Web provides ready access to tons of data & info – 65+% of US Internet users search daily• Media isn’t passive…shapes thought process – Browsing, skimming, flitting – Chipping away at concentration & contemplation? – Harder to focus on long pieces of writing?• How does this affect marketing? – Shorter comms – Search presence mandatory Source: The Atlantic Monthly
  3. 3. Does Search Work?Source B2B CTR IndustryCTR NotesGoogle Organic #1 18%Google Organic #2 10%PPC, non-branded 1-7%PPC, branded 3%Facebook 0.02-0.04%LinkedIn 0.025%Web Banner 0.11% 0.10%Rich Media Ad 1.02% 0.87%In-stream Video Ad 1.21% 1.03% 55-75% completionFloating Ad 1.24% Source: Marketing Charts, Media Mind 2012
  4. 4. Search Traffic Beats Email/Social• Average order value (AOV) web traffic Q2 2012 – Search: $90.40, Email: $82.72, Social: $64.19 Source: Marketing Charts, Media Mind
  5. 5. Searchers Don’t Want Social in SERPs• Google evolution – Universal Search, increasing emphasis on social – Instant Search• Less social integration preferred – Bing vs Google Source: Search Engine Watch
  6. 6. Searchers Don’t Want Social in SERPs• Bing layout preferred over Google Source: Search Engine Watch
  7. 7. US Search Market Share• Google – 66.2% March 2012, 12.2 billion searches – 65.1% July 2011 – 65.8% July 2010• Yahoo – 15.3% March 2012, 2.8 billion searches – 15.9% July 2011 – 17.1% July 2010• Microsoft (Bing + Yahoo search) – 14.3% March 2012, 2.6 billion searches – 14.4% July 2011 – 11.0% July 2010 comScore 2012
  8. 8. Google’s Algorithms Rule the Web• Panda Update – Major update February 24, 2011 – New update every 4-6 weeks – Focus on higher quality content for individual searcher • Reduce rank of poor quality sites • Increase rank of high quality sites – Block unwanted domains
  9. 9. What Gets a Site in Trouble?• High % of duplicate content• Low amount of original content• High # pages with low amount of original content
  10. 10. What Gets a Site in Trouble?• High amount of inappropriate adverts that don’t match search queries• Page content & page title tags that don’t match search queries a page does well for• Unnatural language, e.g. heavy-handed SEO
  11. 11. What Gets a Site in Trouble?• High bounce rate on page or site• Low visit times on page or site• Low % of users returning to a site• Low click-through % from Google SERPs• High % of boilerplate content on each page• Low or no quality inbound links to a page or site• Low or no mentions to a page or site in social media
  12. 12. Google’s Algorithms Rule the Web• Penguin Update (April 2012) – Focus on removing web spam in SERPs • Removing links from low-quality networks – The importance of incoming links • Google sees links as “votes” from the Internet universe • Analyze quantity, quality, relevance of sites that link to yours • Types of sites, how quickly links acquired, anchor text
  13. 13. Google’s Algorithms Rule the Web• Penguin Update (April 2012) – Penguin no-no’s • Paid text links using exact match anchor text • Comment spam • Guest posts on questionable sites • Article marketing sites • Links from dangerous sites
  14. 14. • 2,520,000,000 results • 5120 backlinks to apple.com• 14,400,000 results• 832 backlinks to ni.com
  15. 15. Google’s Universal Search Rewards Multimedia
  16. 16. Google’s Universal Search Really Likes Videos
  17. 17. Google Strengthens Local ListingsBest pizza in Chicago Pizza How to make a pizza SEOmoz 2011
  18. 18. SEO: Where to Start• Keyword rich content – Identify top keywords, 2-3 per page – Use them naturally in visible content – Tweak keyword density• Search friendly site architecture – Easy to navigate, easy to crawl & index – Optimize site code• Relevant linking – Best place to start is with a PR program
  19. 19. SEO: Where to Start• Google Webmaster Tools account• Use www. domain so turned into link everywhere• No duplicate content, lots of cross-linking within site• No dynamic URLs• Include keywords in – TITLES, content headers – URLs, files names – Link text, no “click here”
  20. 20. PPC: What’s New?• Google: New Exact & Phrase matching – Includes plurals, misspellings, close variants – “Rotate Evenly” (for ad testing) will stop rotating after 30 days – Mobile-specific ads get top ranking for searches on mobile devices • Mobile ads + mobile landing pages • Web site: Responsive Design
  21. 21. Responsive Design http://designmodo.com/responsive-design-examples/
  22. 22. Responsive Design http://designmodo.com/responsive-design-examples/
  23. 23. Responsive Design• .net Magazine: #2 top web design trends 2012• Auto fit to screen size – Browser & mobile device detection – Cascading Style Sheets 3 media queries – Proportion based grids, flexible images• Know your market before you jump – What % are using smartphones, tablets, computers? http://designmodo.com/responsive-design-examples/
  24. 24. PPC: Common B2B Mistakes• Challenge B2B vs B2C – More considered purchases from savvier buyers• Mistake #1: Don’t track phone calls – New tools use dynamic phone numbers to track by keywords, e.g. IfByPhone, ClickPath
  25. 25. PPC: Common B2B Mistakes• Mistake #2: Ignore interim metrics – ROI is long-term, shorter-term options: • Cost per LEAD • Cost per QUALIFIED CONTACT • Cost per APPOINTMENT • Cost per PROPOSAL – Source specific options: • Conversions, rate • Click throughs, rate • Dwell time • Pages per visit
  26. 26. PPC: Common B2B Mistakes• Mistake #3: Careless with keywords – Watch for dual meanings, e.g. PLC, laser detector, company name commonalities• Mistake #4: Not using day / day of week parting
  27. 27. PPC: Common B2B Mistakes• Mistake #5: Not using laser-focused landing pgs
  28. 28. Search & Branding• Search isn’t just for direct response• Strong branding effect• 81% respondents say search influences their perception about a company (Weber Shandwick)• Absence of a brand can influence searcher – Subliminally implies brand isn’t important for that search category
  29. 29. Search & Branding
  30. 30. Social Media Optimization• Create shareable content – Encourage links• Make sharing easy – Embed buttons & widgets• Reward engagement – Use promotional or content offers
  31. 31. Social Media Optimization• Proactively share content – Syndicate articles to other partners or platforms, Slideshare or Scribd• Encourage “mashups” – Encourage others to take and remix your content so it becomes user generated
  32. 32. Cisco’s Aggregated Services Router Product Launch
  33. 33. Questions? Thank you! Shari L.S. Worthington Cell: 508-397-6345 sharilee@telesian.com Web: http://www.telesian.com Blog: http://blog.telesian.com Twitter: @sharilee @telesianLinkedIn: http://www.linkedin.com/in/sharilee

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