© Copyright 2012 Beyond. All rights reserved. Private and Confidential
SEARCH BEATSSOCIAL WITH ABIG STICKHow to achieve world domination with SEO and Paid Search© Copyright 2012 Beyond. All rig...
Who                                                              am I                                                     ...
What this  will                                                                   ➡   How Search fits into a social world ...
HOW SEARCHFITS INTO ASOCIAL WORLDAND HOW WEKNOW IT STILLRULES© Copyright 2012 Beyond. All rights reserved. Private andConf...
sharing is at the heart of the consumer                                journey        Pre Purchase                        ...
influence scores by channel & product                               category© Copyright 2012 Beyond. All rights reserved. ...
the 7 types of social sharer© Copyright 2012 Beyond. All rights reserved. Private and Confidential
how people share online                                                                         Social Media is 21st Centu...
where 7 types of sharer share© Copyright 2012 Beyond. All rights reserved. Private and Confidential
TEN TOPSEO TIPSYOU AREN’TALLOWEDTO SHARE© Copyright 2012 Beyond. All rights reserved. Private andConfidential
CUTTINGOFF YOURTAIL WILLMAKE YOUBLEED OUT© Copyright 2012 Beyond. All rights reserved. Private andConfidential
long tail for google                                                                               “The surprising thing a...
sizing up the long tail search traffic    ➡ Top 100 terms: 5.7% of the all search                              "This means...
HOW TO KILLPANDA ANDPENGUIN© Copyright 2012 Beyond. All rights reserved. Private andConfidential
panda                                                “designed to reduce rankings for low quality sites”         ➡ Origina...
Penguin                                                                 “designed to punish pages that have been          ...
SOCIAL,SEARCH &THEFUTURE© Copyright 2012 Beyond. All rights reserved. Private andConfidential
top findings                              line   ➡ People who create content through social                            ➡ P...
actions taken after online interaction© Copyright 2012 Beyond. All rights reserved. Private and Confidential
future of search         Source: SEOmoz http://www.seomoz.org© Copyright 2012 Beyond. All rights reserved. Private and Con...
social media changing search results© Copyright 2012 Beyond. All rights reserved. Private and Confidential
oto insights eyetracking study© Copyright 2012 Beyond. All rights reserved. Private and Confidential
any                                                    question                                                      s?© C...
you         can                                                                 stalk me                                  ...
THANK                                YOU                                 for your tim                                     ...
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How Search Beats Social Media for Visibility

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A talk about how SEO is still the most important method for sdiscovery and how search results are key for generating leads

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How Search Beats Social Media for Visibility

  1. 1. © Copyright 2012 Beyond. All rights reserved. Private and Confidential
  2. 2. SEARCH BEATSSOCIAL WITH ABIG STICKHow to achieve world domination with SEO and Paid Search© Copyright 2012 Beyond. All rights reserved. Private andConfidential
  3. 3. Who am I Obligatory slide ! Judith Lewis Head of Search at Beyond, part of Next15 ➡ Got on the Internet in 1986 at my school lab ➡ Working online with search since 1996 ➡ Paid & Natural Search – all aspects ➡ Worked in­house within e­Commerce, Publishing & High Tech ➡ Have worked with Google (SEO for product sites), Orange, COI, NatWest/RBS,  National Gallery, CIPD, Fidelity, GalaCoral, NBC Universal, Readers Digest,  Bayer, Virgin Trains, Family Search, Amadeus, AMD, AmEx & more ➡ Chosen as a founding Modern Muse, contributed to a book on promoting  websites, judge of the UK Search Awards, one of the SEO Chicks ... and blog at MostlyAboutChocolate(.com)© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  4. 4. What this will ➡ How Search fits into a social world session and how we know it still rules cover ➡ Ten top SEO tips you aren’t allowed  to share ➡ Cutting off your tail will make you  bleed out ➡ How to kill Panda and Penguin© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  5. 5. HOW SEARCHFITS INTO ASOCIAL WORLDAND HOW WEKNOW IT STILLRULES© Copyright 2012 Beyond. All rights reserved. Private andConfidential
  6. 6. sharing is at the heart of the consumer journey Pre Purchase CONSIDERATION ACTION/ Share of search; brand PURCHASE evaluation attributes Conversion; Traffic AWARENESS ENJOY USER Share of conversations conversation on product performance ADVOCATE BOND Recommendation Engagement Post Purchase© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  7. 7. influence scores by channel & product category© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  8. 8. the 7 types of social sharer© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  9. 9. how people share online Social Media is 21st Century “Word of Mouth”© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  10. 10. where 7 types of sharer share© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  11. 11. TEN TOPSEO TIPSYOU AREN’TALLOWEDTO SHARE© Copyright 2012 Beyond. All rights reserved. Private andConfidential
  12. 12. CUTTINGOFF YOURTAIL WILLMAKE YOUBLEED OUT© Copyright 2012 Beyond. All rights reserved. Private andConfidential
  13. 13. long tail for google “The surprising thing about The Long Tail is  just how long the tail is, and how many businesses haven’t been served by traditional advertising sales” Said Eric Schmidt, Google CEO in 2005, when describing Google strategy to Wired referring to the ads market If Google relies on the long tail, so should you!© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  14. 14. sizing up the long tail search traffic ➡ Top 100 terms: 5.7% of the all search  "This means if you had a monopoly over  traffic the top 1,000 search terms across all  search engines (which is impossible),  ➡ Top 500 terms: 8.9% of the all search  you’d still be missing out on 89.5% of all  traffic search traffic" ➡ Top 1,000 terms: 10.6% of the all search  Source: Experian Hitwise Blog ,Bill Tancers post,  traffic Sizing Up the Long Tail of Search ➡ Top 10,000 terms: 18.5% of the all  search traffic© Copyright 2012 Beyond. All rights reserved. Private and© Copyright 2012 Beyond. All rights reserved. Private and ConfidentialConfidential
  15. 15. HOW TO KILLPANDA ANDPENGUIN© Copyright 2012 Beyond. All rights reserved. Private andConfidential
  16. 16. panda “designed to reduce rankings for low quality sites” ➡ Originally not algorithmic ➡ Content­based ➡ Original content ➡ Updated regularly ➡ Substantial ➡ No cheating or shortcuts http://fc05.deviantart.net/fs17/f/2007/210/f/8/Dead_Panda_by_Nocty.jpg© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  17. 17. Penguin “designed to punish pages that have been  spamming Google” ➡ Links devalued (Panda 3.5) ➡ Algorithmic update (Penguin 1.1) ➡ Removed huge numbers of spammy link  ➡ Keyword stuffing ­ don’t farms, article syndication sites and related  ➡ Link schemes ­ don’t poor quality link sites  ➡ Cloaking, “sneaky” redirects or ‘doorway”  pages ­ don’t ➡ Purposeful duplicate content ­ also Panda  issue http://fc04.deviantart.net/fs70/f/2011/007/9/5/dead_penguin________by_funny_dog5-d36mf71.png© Copyright 2012 Beyond. All rights reserved. Private and© Copyright 2012 Beyond. All rights reserved. Private and ConfidentialConfidential
  18. 18. SOCIAL,SEARCH &THEFUTURE© Copyright 2012 Beyond. All rights reserved. Private andConfidential
  19. 19. top findings line ➡ People who create content through social  ➡ Prior research (NPS etc.) established a strong  media are nearly three times more likely to  link between profitability and  recommend a product compared to people  recommendations who share low amounts of content ➡ Talking to friends and family had more  ➡ High Sharers were 41% likely to recommend  influence on purchasing decision than all  the product compared to Low Sharers who  other channel besides search were only 14% likely to do the same ➡ People who research high involvement  ➡ 36% of High Sharers stated that they are  products are more concerned about quality,  loyal to their favourite brands compared to  while people who shop for low involvement  25% of Low Sharers products are more concerned about product  image© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  20. 20. actions taken after online interaction© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  21. 21. future of search Source: SEOmoz http://www.seomoz.org© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  22. 22. social media changing search results© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  23. 23. oto insights eyetracking study© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  24. 24. any question s?© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  25. 25. you can stalk me online... Twitter: @JudithLewis @MostlyAboutChoc LinkedIn: http://uk.linkedin.com/in/judithlewis Google+: https://plus.google.com/stream#117564004595435401158 Work: http://www.BYND.com Personal: http://www.decabbit.com SEO Blog: http://www.SEO-Chicks.com Chocolate Blog: http://MostlyAboutChocolate.com and the list goes on !© Copyright 2012 Beyond. All rights reserved. Private and Confidential
  26. 26. THANK YOU for your tim e contact us Judith Lewis Head of Search judith.lewis@bynd.com© Copyright 2012 Beyond. All rights reserved. Private and Confidential

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