The State Of Search Marketing


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Presentation by Gillian Muessig, President & co-founder, SEOMOZ at TiE Delhi's Internet Special Interest Group meeting on oct 21st.

Published in: Business, Technology
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The State Of Search Marketing

  1. The State of Search Marketing Gillian Muessig – October 2009
  2. A Few Facts
  3. Web Search is Popular Search Stats
  4. Really, Really Popular... MS Bing 28-30 mm/day Ask 10-13 mm/day - Source: (ComScore + Nielsen + Hitwise) ‏ Search Stats Google: 100-150 mm/day Yahoo: 60-65 mm/day
  5. And if You're Not in the Top Results <ul><li>50% of users enter only 1 search query </li></ul><ul><li>~55% of users check out only 1 result </li></ul><ul><li>4/5 abstracts dissuade searchers </li></ul><ul><li>1/2 of all results are not relevant </li></ul>- Source: (Penn State University Study 2007) ‏ Search Stats
  6. You're Nowhere Search Stats
  7. Reality Check: A Little Context Gillian Muessig – October 2009
  8. SEO is a Marketing & Sales Tactic <ul><li>Acquire Customers </li></ul><ul><li>Lower Acquisition Costs </li></ul><ul><li>Create Awareness </li></ul><ul><li>Brand Your Products </li></ul>How SEO Can Help Your Business
  9. Acquire Customers How SEO Can Help Your Business
  10. How SEO Can Help Your Business Lower Acquisition Costs
  11. Create Awareness How SEO Can Help Your Business
  12. Brand Your Products How SEO Can Help Your Business
  13. The Tribal Speak of SEO
  14. SEO Language
  15. <ul><li>Paid Ad Marketing - </li></ul><ul><ul><li>Banner Ads </li></ul></ul><ul><ul><li>PPC Ads </li></ul></ul><ul><ul><li>Text Link Ads </li></ul></ul><ul><ul><li>Affiliate Marketing </li></ul></ul>SEO Language
  16. SEO Language
  17. <ul><li>Technical / On-page optimization </li></ul><ul><li>Content Development & Management </li></ul><ul><li>Keyword Targeting </li></ul><ul><li>Link Building </li></ul><ul><li>Social Media Marketing </li></ul><ul><li>Local Search Marketing </li></ul><ul><li>Mobile Search Marketing </li></ul>Elements of Internet Marketing Organic Search Marketing
  18. Elements of Internet Marketing
  19. SEO Elements of Internet Marketing
  20. Not SEO Elements of Internet Marketing
  21. What is SEO? SEO
  22. What is SEO? Not SEO
  23. Where We Are
  24. Technical / On Page Optimization Current State of Search <ul><li>Slower changes </li></ul><ul><li>Clear, best practices </li></ul><ul><li>Tools clarify and shorten the labor </li></ul>
  25. Search Engine Ranking Algorithms
  26. Relevance Elements of Internet Marketing
  27. Popularity Elements of Internet Marketing
  28. Trustworthiness Elements of Internet Marketing
  29. Offline Popularity Elements of Internet Marketing
  30. Timeliness Elements of Internet Marketing
  31. Elements of Internet Marketing
  32. Where We’re Going Emerging Trends in SEO
  33. … And What to Do About It
  34. More Crackdowns on Spam & Manipulation Emerging Trends in SEO bing
  35. Purchased Links What to do about it <ul><li>More crackdowns, less value </li></ul><ul><ul><li>… in some locations </li></ul></ul><ul><li>There’s more bang for your buck in </li></ul><ul><ul><li>Badges </li></ul></ul><ul><ul><li>Social Media pushes, including video </li></ul></ul><ul><ul><li>Content creation </li></ul></ul>
  36. More Awareness = More Competition Emerging Trends in SEO
  37. More Data Sources for the Engines Emerging Trends in SEO
  38. More Tools & Metrics Emerging Trends in SEO
  39. More Options in the SERPs Emerging Trends in SEO
  40. Emerging Trends in SEO Social – Mobile – Local Power Triumpherate
  41. Emerging Trends Social Media <ul><li>Social media is officially more popular than pornography </li></ul><ul><li>96% of GenY & Millenials have joined social networks </li></ul><ul><li>They wield >£200 billion in spending power </li></ul><ul><li>And it’s growing, not going (away) </li></ul>
  42. Local Search Marketing Emerging Trends in SEO
  43. Emerging Trends Internationalization <ul><li>There are more users online in China than anywhere else in the world </li></ul><ul><li>… and there’s only 20% penetration! </li></ul><ul><li>SEO is just arriving in the Middle East </li></ul><ul><li>France, Spain, Portugal have =/<30% penetration of Internet in the home. </li></ul><ul><li>Iceland is most connected </li></ul>
  44. Emerging Trends Meanwhile, back at the ranch… <ul><li>UK just became the first major country to pass the watershed… </li></ul><ul><li>UK advertisers spend more on Internet than TV…. Congratulations! You got the memo! </li></ul><ul><li>Web accounts for ~25% of all ad spending </li></ul>
  45. Emerging Trends in SEO Mobile Search Marketing <ul><li>It’s that light you see at the end of the tunnel </li></ul><ul><li>… it’s a train </li></ul><ul><li>… and it’s coming straight at you </li></ul>
  46. Action Items Things to Think About <ul><li>If your site isn’t optimized for mobile phones, turn off mobile in google adwords… saves $$ </li></ul><ul><li>Should your site be optimized for mobile? </li></ul><ul><ul><li>Will buyers research ‘on the road’? </li></ul></ul><ul><ul><li>Will buyers buy from mobile devices? </li></ul></ul>
  47. Emerging Trends in SEO New TLDs <ul><li>Today: 21 gTLDs (generic Top Level Domains) </li></ul><ul><li>Within a few years… 1,000s of gTLDs </li></ul>
  48. Emerging Trends in SEO New TLD - Ramifications <ul><li>Gives the 1.6B Users More Choices </li></ul><ul><li>Increased global reach </li></ul><ul><li>New marketing & ad opportunities </li></ul><ul><li>Makes your life a lot more complex </li></ul>
  49. Emerging Trends in SEO New TLD - Challenges <ul><li>IP, trademark & copyright protection becomes more complex </li></ul><ul><li>Infringement potential increases with every new TLD </li></ul>© ® TM
  50. Action Items New TLDs <ul><li>Some will be “vanity” IPs </li></ul><ul><ul><li>.verizon </li></ul></ul><ul><ul><li>.aol </li></ul></ul><ul><ul><li>.yourcompany? </li></ul></ul><ul><ul><li>.yourindustry? </li></ul></ul>
  51. Action Items Things to Think About <ul><li>How will fractionilizing of TLDs affect: </li></ul><ul><ul><li>Marketing </li></ul></ul><ul><ul><li>Advertisinig </li></ul></ul><ul><ul><li>SEO </li></ul></ul><ul><li>Will TLD owners sell or restrict access to their properties? </li></ul><ul><li>Should I own one? </li></ul>
  52. Action Items More Things to Think About <ul><li>How will you protect your brand name among 1000+ TLDs? </li></ul><ul><li>Reputation management will increase in value, scope, and quantity </li></ul><ul><li>Multi-cultural translation will be critical </li></ul>
  53. Facebook MySpace Emerging Trends in SEO
  54. Emerging Trends in SEO Social Media Popularity Around the World
  55. Action Items Social Media <ul><li>Jump on the bandwagon </li></ul><ul><ul><li>Set up, optimize, and cross link your profiles in general and industry/interest specific social media sites </li></ul></ul><ul><ul><li>(twitter, facebook, myspace, WAYN, linkedin, etc.) </li></ul></ul>
  56. Action Items Things to Think About <ul><li>Talk to yourself </li></ul>
  57. Stay Focused! Set Business Goals for SEO <ul><li>Search Referrals (Traffic) ‏ </li></ul><ul><li>Conversions (Sales) ‏ </li></ul><ul><li>SEO for Discoverability (Branding) ‏ </li></ul>Action Items
  58. Pay Attention to Trends The Disconnect Action Items <ul><li>88% of Internet marketing expenses are spent on PPC. </li></ul><ul><li>12% is spent on SEO </li></ul><ul><ul><ul><ul><ul><li><10% of clicks are made on PPC ads </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>>90% of traffic comes from organic search results </li></ul></ul></ul></ul></ul>
  59. Action Items Things to Think About <ul><li>How will you create ad budgets to address the changing buyers’ landscape? </li></ul><ul><li>How can you leverage offline ads to enhance your online ppc and seo efforts? </li></ul><ul><li>Where does email fit in? Or does it at all? </li></ul><ul><ul><li>Hint: Millennials think email is archaic </li></ul></ul>
  60. Set Business Goals for SEO <ul><li>Search Referrals (Traffic) ‏ </li></ul><ul><li>Conversions (Sales) ‏ </li></ul><ul><li>SEO for Discoverability (Branding) ‏ </li></ul>Action Items
  61. Create a Content & Keyword Strategy Action Items
  62. Develop a Link Acquisition Strategy Action Items
  63. Engage in Social Media Action Items
  64. Require Actionable Analytics Action Items
  65. Why Should I Care About Social Media Marketing?
  66. Reason #1 Social Media is officially more popular than pornography
  67. Reason #2 14% say they generally trust ads 78% say they trust consumer recommendations
  68. What do I do now?
  69. Dive in
  71. Converse. Don’t talk “at”
  72. Tap into the power of the Linkerati
  73. Enjoy personal conversations
  74. In front of your entire customer base Remember us? 
  75. Have Some Fun
  76. Are there two of you? That’s ok…
  77. Things to remember: <ul><li>You’re at work </li></ul><ul><li>The world is listening </li></ul><ul><li>You really can’t take it back </li></ul><ul><li>Be a Scout… personable, friendly, helpful </li></ul>
  78. Bear In Mind <ul><li>SEO is not free (just high ROI) ‏ </li></ul><ul><li>SEO is not guaranteed (the engines don't owe you) ‏ </li></ul><ul><li>SEO changes constantly (so keep up to date) ‏ </li></ul><ul><li>SEO is a tactic (but requires strategy) ‏ </li></ul><ul><li>Stay the course (and get an expert on your team) ‏ </li></ul>
  79. [email_address] Twitter: @SEOmom SPECIAL09 ($200 discount on annual SEOmoz PRO membership)