The Traditional Mental Model of Marketing Stimulus First Second Moment Moment of Truth of Truth At shelf Experience In-store 2
The New Mental Model of Marketing Stimulus First Second Moment Moment of Truth of Truth Pre-shopping | In-store | In-home At shelf Experience In-store 3
Global Search Volume Growth In Feb. 2011, Google said they had 2 Billion+ searches/day!Millions of Searches (Monthly) Data via Comscore: http://www.comscore.com
Search Engine Market Share Most of the World Including South Africa (except China, Russia, Korea + Czech Republic) look like this http://www.comscore.com/Press_Events/Press_Releases/2011/2/comScore_Releases_January_201http://www.hitwise.com/uk/datacentre/main/dashboard-7323.html http://www.impactmedia.co.uk/blog/search-engine-news/google/search-engine-market-share-statistics-%E2%80%93-february-2011-18271/
“Good” Content vs. “GREAT” ContentSatisfies the searcher’s basic Surprises and delights the information requirements searcher by being remarkableWritten by a human and not Produced by extraordinary duplicated elsewhere writers/designers/producers Long enough to fulfill basic May leverage video, audio, needs of engines for graphics & photos to convey a depth/uniqueness unique, shareable experienceGrammatically correct; free of Produced by extraordinary spelling/punctuation errors writers/designers/producers
Step 2: Make Content Accessible toSearch Engines.
Create Substantive, Descriptive, HTML TextContenthttp://www.hipmunk.com/ is a great site, but there’s no real text content for engines to see!http://adioso.com doesn’t have much more, but there’s at least something for Google/Bing to use.
Determining Keyword Difficulty Number of results is meaningless We want to know how “strong” these sites/pages are And how our site’s/page’s metrics compare
Determining a Keyword’s “Value” 1,000 200 Visitors Searched “Usability Visitors Searched “User Testing Testing” and Arrived at the Site Software” and Arrived at the Site 20 40 Visitors Took the Product Tour Visitors Took the Product Tour Conversion Rate: 2 0.2% 5% 10 Visitors Bought the Software Visitors Bought the SoftwareKeyword volume is initially appealing, but conversion rate is critical to the evaluation!
Put the Data Together and Start with Low-HangingFruit
Keyword Optimised Title Tags: Best Usability Testing Software | UserTesting.com UserTesting.com | Usability Testing Software Usability Testing Software Usability Testing, Usability Test, User Testing, User Software UserTesting.com Worst NAhttp://www.seomoz.org/learn-seo/title-tag
Keyword Optimise Your URL’S Best www.adioso.com/seattle/british-airways-flights www.adioso.com/cat61/british www.adioso.com/cat61/174 www.adioso.com/f?ID=174 www.adioso.com/f?cat=61&?ID=174 cdn6.fly.adioso.com/f?cat=61&?ID=174&CustID=5afsdf21Worst
Optimise Meta Descriptions: TITLE: Low Cost Usability Testing - UserTesting.com META DESCRIPTION: Usability testing has never been easier. UserTesting.coms online usability testing is the cheapest, fastest way to find out why visitors leave your website. A good meta description acts like ad copy and draws the searcher in: http://www.seomoz.org/learn-seo/meta-description
Optimise website Content: Not only do search engines like to see keywords in copy, but visitors will be comforted to see that you have content that addresses their query, too.
Keyword Optimise Images & Alt Attributes Keywords in alt attributes are surprisingly well correlated with higher rankings
Keyword Optimise H1, H2, H3 Headlines Keywords in H(x) tags are not particularly well correlated with high rankings, but may provide some, minor value.
What Makes a Great Link Editorially given From a trusted source Uses descriptive anchor text Points to the right pagehttp://www.seomoz.org/blog/10-illustrations-on-search-engines-valuation-of-links
Spread Your Message Across the Web News/Media/PR SEO Email Blogs + Blogging Research/White Papers InfographicsComment Marketing Social Networks Online Video INBOUND MARKETING! Webinars (Find Your Audience Organically on the Web) Forums Document SharingSocial Bookmarking Word of Mouth Direct/Referring Links Podcasting Type-In Traffic Q+A Sites