Leveraging Search & Social Media Building Traffic To Your Site (Tin180 Com)


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Leveraging Search & Social Media Building Traffic To Your Site (Tin180 Com)

  1. 1. Leveraging Search & Social Media Building Traffic to Your Site Using Search Engines & Other Tools Greg Outlaw March 10, 2008 National Religious Broadcasters
  2. 2. Presentation Overview <ul><li>INTERNET MARKETING </li></ul><ul><li>Search Engine Marketing (SEM) </li></ul><ul><ul><li>Pay Per Click (PPC) </li></ul></ul><ul><ul><li>Search Engine Optimization (SEO) </li></ul></ul><ul><li>Social Media Marketing (SMM) </li></ul><ul><ul><li>Social Media Optimization (SMO) </li></ul></ul><ul><ul><ul><li>Video Search Engine Optimization (VSEO) </li></ul></ul></ul><ul><li>The Future of Search </li></ul>
  3. 3. U.S. Search Market January 2008 Google received 6.1 Billion out of the 10.5 Billion Searches comScore Media Metrix
  4. 4. Global Search Market December 2007 Google received 41.3 Billion out of the 66.4 Billion Searches comScore Media Metrix
  5. 5. A Few Stats to Start <ul><li>1.3 Billion People Online 1 </li></ul><ul><li>99% of all searches in English in the US occur on Google, Yahoo, MSN, AOL and Ask (or websites empowered by these search companies) 2 </li></ul><ul><li>Less than 3% ever go past page two 3 </li></ul>Sources: 1 Computer Industry Almanac 2 GregOutlaw.com 3 comScore Media Metrix
  6. 6. Pay Per Click (PPC) “ At an average cost per acquisition of $8.50, Internet search was more than twice as efficient as the next best marketing channel. ” Source: October 06 Piper Jaffrey & Co
  7. 7. The New eCommerce Decade: The Age of Micro Targeting Source: October 06 Piper Jaffrey & Co $70.00 Direct Mail $60.00 E-Mail $50.00 Online Display Ads $20.00 Online Yellow Pages $8.50 Internet Search Average Cost Per Customer Acquisition
  8. 8. Why not just use PPC? <ul><li>Only 27.7% of Google Users will click on a sponsored PPC link. </li></ul><ul><li>72.3% of Google’s users choose a natural (SEO) result rather than a PPC result </li></ul>
  9. 10. AllAboutGOD in 2006 <ul><li>10.7 Million Visitors </li></ul><ul><li>Nearly 3 Million Gospel Presentations in 12 months </li></ul><ul><li>23,436 People Indicated First Time Commitments! </li></ul><ul><li>At 10 cents per visitor PPC would have cost AllAboutGOD $1,000,000 to reach 10 Million </li></ul><ul><li>If we were very generous and agreed that the budget required to carry out our SEO marketing was $100,000 then PPC, at the very best rates, would have cost at least 1,000% more than SEO. </li></ul>Source: AllAboutGOD.com 2006 Report
  10. 11. AllAboutGOD in 2007 <ul><li>22.7 Million Visitors </li></ul><ul><li>Nearly 18 Million Gospel Presentations in 12 months </li></ul><ul><li>104,875 People Indicated First Time Commitments! </li></ul><ul><li>A New Visitor Every 1.5 Seconds </li></ul><ul><li>A Gospel Presentation Every 1.7 Seconds </li></ul><ul><li>A Decision Every 5 Minutes </li></ul><ul><li>97% of Traffic Driven Through SEO, SMO and VSEO </li></ul>Sources: AllAboutGOD.com 2007 Report
  11. 12. What about Pay Per Click? <ul><li>Temporary Solution as SEO Ramps </li></ul><ul><li>Short Term Projects </li></ul><ul><li>Rapid Marketing Testing </li></ul><ul><li>Time Sensitive Information </li></ul><ul><li>Fall Back Plan (Disaster Recovery) </li></ul><ul><li>To increase click-thru to SEO results </li></ul>
  12. 13. Search Engine Optimization (SEO) “ SEO is at least 1,000% more cost effective than the second best Internet marketing channel.” Source: Greg Outlaw
  13. 14. Some Examples of AllAboutGOD’s Websites that are #1 on Google. <ul><li>Searching Who is God (AllAboutGOD.com) </li></ul><ul><li>Searching Christian Fasting (AllAboutGOD.com) </li></ul><ul><li>Searching Darwin’s Theory (darwins-theory-of-evolution.com) </li></ul><ul><li>Searching Forgiving Infidelity (AllAboutLifeChallenges.org) </li></ul><ul><li>Searching Prayer of Salvation (AllAboutGOD.com) </li></ul>
  14. 15. SEO Flow of Work <ul><li>Web Strategy & Business Focus </li></ul><ul><li>Strategic Keyword Phrase Targeting </li></ul><ul><li>Detailed Competitive Analysis </li></ul><ul><li>Kinetic Viral Marketing & Link Strategy </li></ul><ul><li>Long Tail Marketing & SEO Maintenance </li></ul><ul><li>Extended Logging Web Traffic Analysis </li></ul><ul><li>Proactive Tactical Modification based on Web Analytics Intelligence </li></ul>
  15. 16. Search Engine Optimization <ul><li>A marketing overview of best practices to rank multimedia and multilingual content at the top of Google, Yahoo, & MSN to drive visitor acquisition through: </li></ul><ul><li>Kinetic Viral Marketing </li></ul><ul><ul><li>Kinetic energy is the energy by virtue of the motion of an object. It is defined as the work needed to accelerate a body from rest to its current velocity. Having gained this energy during its acceleration, the body maintains this kinetic energy. </li></ul></ul><ul><li>Long Tail Marketing </li></ul><ul><ul><li>Less popular phrases in greater quantities are more effective than a few blockbuster phrases. </li></ul></ul>
  16. 17. Google’s Algorithm Simplified <ul><li>SEO is like Football – “a Battle of Inches” </li></ul><ul><li>65% Links </li></ul><ul><ul><li>50% Links from Authority Websites (Directories, Trusted Sites, Press Releases, etc) </li></ul></ul><ul><ul><li>50% Topical Links (Non-Reciprocal Links from topically relevant websites) </li></ul></ul><ul><li>35% On Page Factors </li></ul><ul><ul><li>Web Design and Internal Structure. </li></ul></ul>Source: GregOutlaw.com
  17. 18. Kinetic Viral Marketing (KVM) <ul><li>BEST PRACTICES </li></ul><ul><li>Domain Names </li></ul><ul><li>Content is still King </li></ul><ul><li>Site Structure (Keyword-Rich, Flat Directories, & Spiderable) </li></ul><ul><li>Code (Optimized with Meta Data) </li></ul><ul><li>Links (Internally & Externally Relevant) </li></ul><ul><li>Media (Text/Images, Video, and Audio) </li></ul><ul><li>Syndication (RSS & Link to us pages) </li></ul>
  18. 19. Multilingual SEO Examples of Our Sites Mathematics is a Universal Language <ul><li>http://www.allaboutlifechallenges.org/chinese </li></ul><ul><ul><li>Searching Google China for 应对焦虑 </li></ul></ul><ul><li>http://www.allaboutlifechallenges.org/japanese </li></ul><ul><ul><li>Searching Google Japan for 失業問題の対処 </li></ul></ul><ul><li>http://www.allaboutlifechallenges.org/spanish </li></ul><ul><ul><li>Searching Google Spain for Sobrellevar la Depressión </li></ul></ul><ul><li>http://www.allaboutthejourney.org/dutch </li></ul><ul><ul><li>Searching Google Dutch for De Oorsprong van het Universum </li></ul></ul>
  19. 20. Graph and forecast compiled internally. Sources: Global Reach and SIL International/Ethnologue. Forecasts: 2005 by Global Reach, 2006 - 2009 by AllAboutGOD.com
  20. 21. The Long Tail a.k.a. Zipf’s Power Law Probability Distribution Curve The frequency of any word is generally inversely proportional to its rank in the frequency table. Thus, the most frequent word will occur approximately twice as often as the second most frequent word, which occurs twice as often as the fourth most frequent word, etc .
  21. 22. A Long Tail Example Source: MIT
  22. 23. A Long Tail Example Source: MIT
  23. 24. A Long Tail Example <ul><li>Searching Pros and Cons of Prayer in School </li></ul>
  24. 25. Long Tail Marketing <ul><li>BEST PRACTICES ON SITE </li></ul><ul><li>Keyword Research Tools </li></ul><ul><li>User Generated Content </li></ul><ul><li>BEST PRACTICES OFF SITE </li></ul><ul><li>Media (Video and Audio) </li></ul><ul><li>Syndication (RSS & Link to us pages) </li></ul>
  25. 26. Social Software Landscape <ul><li>Communication Tools - handle the capturing, storing, and presentation of communication, usually written but increasingly including audio and video. </li></ul><ul><li>Interaction Tools - mediate interactions between a pair or group of users. They differ from communication tools in their focus on establishing and maintaining a connection among users, facilitating the mechanics of conversation and talk. </li></ul>
  26. 27. Social Software Landscape Examples <ul><li>Communication Tools – MySpace, Facebook, Blogger, Wikipedia, YouTube, Del.ico.us, etc. </li></ul><ul><li>Interaction Tools – Instant Messaging (IM), Skype, Internet Relay Chat (IRC), SecondLife.com, etc. </li></ul>
  27. 28. Social Media Marketing (SMM) and Social Media Optimization (SMO) “ Marketing Web 2.0-style! SMO is a great way to drive convertible traffic and future-proof your SEO investment.” Source: Greg Outlaw
  28. 29. Social Media Marketing (SMM) <ul><li>Social Media Marketing (SMM) seeks to achieve branding and marketing communication goals through participation in various Social Media: </li></ul><ul><li>Social Media Networks - MySpace, Facebook, Bebo, Hi5, LinkedIn.com </li></ul><ul><li>Social Video Networks – YouTube, MetaCafe, Revver, Vimeo, AOL Video </li></ul><ul><li>Social Bookmarking & WebApps - Del.icio.us, Reddit, Digg, Stumbleupon, Flickr, iLike, Wikipedia, Squidoo </li></ul>
  29. 30. Social Media Optimization (SMO) <ul><li>Social Media Optimization (SMO) is defined as a way to augment a website so that it can be easily connected, linked to, or interlaced with social media. </li></ul><ul><li>SMO is a stand-alone service that when implemented correctly can not only drive traffic in a guerilla marketing fashion but can also serve to multiply and future proof your investment in SEO. </li></ul>
  30. 31. State of the Blogosphere Q4 2006
  31. 32. State of the Blogosphere Q4 2006
  32. 33. State of the Blogosphere Q4 2006 <ul><li>70 Million Blogs Worldwide </li></ul><ul><li>About 120,000 New Blogs Each Day </li></ul><ul><li>Grew from 35 to 75 Million Blogs in 320 days </li></ul><ul><li>1.5 million posts per day </li></ul><ul><li>Japanese is the #1 Blogging Language at 37% </li></ul><ul><li>English is #2 at 36% </li></ul><ul><li>Chinese is #3 at 8% </li></ul>April 2, 2007 Technorati
  33. 34. Wikipedia – 9.5 Million Articles, 256 languages (2.1 Million in English) http:// en.wikipedia.org/wiki/God
  34. 35. Social BookMarking Websites
  35. 36. Social Bookmarking Example http://www.google.com Searching Where is God ? Scroll to the bottom to see the social bookmarking footer.
  36. 37. Social Networking Websites
  37. 38. comScore Media Metrix Total US, Homes/Work/Univ. 3.9 11 7.1 Persons: 55+ 8.2 40.6 32.4 Persons: 35-54 6.2 16.7 10.4 Persons: 25-34 -1.4 18.1 19.6 Persons: 18-24 -12.8 11.9 24.7 Persons: 12-17 0 100 100 Total Audience   % Change 55,778 August 2006 21,819 August 2005 Unique Visitors (000) Percent Composition of Total Unique Visitors Demographic Profile of Visitors to MySpace.com
  38. 39. Facebook Demographic Changes comScore Media Metrix Total US, Homes/Work/Univ.
  39. 40. MySpace Example http:// www.myspace.com/allaboutgodandyou
  40. 41. SMO Multiplication <ul><li>Turning your Audience into an Army on MySpace, Wikipedia, De.licio.us, YouTube, Podzinger, iTunes, Facebook, Digg, and others. </li></ul><ul><li>User Generated Content </li></ul><ul><ul><li>text, video and audio (on and off site) </li></ul></ul><ul><ul><li>RSS Feeds </li></ul></ul><ul><li>Guerilla Marketing Web 2.0-style </li></ul>
  41. 42. AllAboutGOD.net: The Christian Social Network <ul><li>Multiplication of your team’s efforts </li></ul><ul><ul><li>Text </li></ul></ul><ul><ul><li>Images </li></ul></ul><ul><ul><li>Audio </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><li>Quick Launch using Ning.com </li></ul><ul><li>“ Audience to Army” Bootcamp </li></ul>
  42. 43. Video Search Engine Optimization (VSEO) “ VSEO currently is in its infancy – it is like SEO was in 1997. As such it represents the single greatest opportunity to drive traffic quickly!” Source: Greg Outlaw
  43. 44. YouTube.com Example Many of our Videos are on Page 1 Using VSEO Techniques Searching YouTube for Resurrection of Jesus Christ
  44. 45. Social Video Search Engines
  45. 48. Social Video Search Engines are Huge and the fastest growing Social Media! <ul><li>Over 10 Billion Videos were served in the U.S. in December 2007! </li></ul><ul><ul><li>Google/YouTube was 32.6% </li></ul></ul><ul><ul><li>Fox/MySpace was 3.5% </li></ul></ul><ul><ul><li>Yahoo was 3.4% </li></ul></ul><ul><ul><li>Viacom/MTV was 2.3% </li></ul></ul><ul><ul><li>Microsoft was 1.8% </li></ul></ul><ul><ul><li>Time Warner/AOL was 1.7% </li></ul></ul>comScore Media Metrix
  46. 51. VSEO Example <ul><li>SEO in combination with VSEO gives us a distinct and marked advantage in Google using the Long Tail </li></ul><ul><li>Over 4,000 people a month come to these videos searching for this phrase on Google </li></ul><ul><li>Searching Google for: </li></ul><ul><li>“ Resurrection of Jesus Christ Video ” </li></ul><ul><li>5 different listings on this term from AllAboutTheJourney.org, AllAboutJesusChrist.org and YouTube </li></ul>
  47. 52. US, Canada, France, Germany, and Japan - Alternatively to Embedding Google Video, Use Flash on Your Site <ul><li>Millward Brown </li></ul><ul><li>March 2007 </li></ul>
  48. 53. AllAboutGOD’s 2007 Stats <ul><li>22.7 Million Visitors </li></ul><ul><li>SEO - 14.1 Million Visitors </li></ul><ul><li>SMO - 4.3 Million Visitors </li></ul><ul><li>VSEO - 4.1 Million Visitors </li></ul><ul><li>Referrers/Direct - 681k Visitors </li></ul>
  49. 54. 2007 AllAboutGOD – 22.7 Million Visitors
  50. 55. The Future of Search “ The True Power of Search is Here! - At Anytime, From Anywhere, For Any Media From Any Device. Are You Ready?” Source: Greg Outlaw
  51. 56. The Future of Search <ul><li>Where Search is going and how to leverage this knowledge proactively to rise on the wave and ride it rather than paddling to catch it. </li></ul><ul><li>The Wisdom of Crowds </li></ul><ul><ul><li>Text, Video and Audio (On and Off Site) </li></ul></ul><ul><ul><li>Everyone is an Expert About Something. </li></ul></ul><ul><li>As Information Increases so will Search. </li></ul><ul><ul><li>Every Device, Voice Enabled, Audio read back to you </li></ul></ul>
  52. 57. Examples http://www.podscope.com/ http://www.google.com/mobile/goog411
  53. 58. 3 Screens of Personal Media as of 2006 <ul><li>1.4 Billion Televisions </li></ul><ul><li>1.1 Billion Devices on the Web </li></ul><ul><ul><li>787 Million are desktop/laptop computers </li></ul></ul><ul><ul><li>313 Million are portable devices </li></ul></ul><ul><li>2.7 Billion Cellphones </li></ul>Source: ITU Digital Life 2006
  54. 60. Thank You <ul><li>Need Help? </li></ul><ul><li>Greg Outlaw </li></ul><ul><li>[email_address] </li></ul><ul><li>719-884-2250 </li></ul><ul><li>Questions/Fill Out Evaluation </li></ul>