Brandworks University 2009

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Natural search as the just-in-time conversation opportunity. Natural search is the online connecting point between your business and your target audience, and natural search marketing is the tool to make sure you are there to converse.

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Brandworks University 2009

  1. 1. Five Things You Can Optimize to Jumpstart Better Results from Search Just In Time Conversations Brian R. Brown, Netconcepts Brandworks University 2009 Brian R. Brown © Netconcepts www.netconcepts.com
  2. 2. Search – Hub of Networks Traditional Marketing Pop Culture & News Public Relations Website Search Brick & Mortar Blogging Word of Mouth Social Media ©2009 Netconcepts www.netconcepts.com Brian R. Brown Page 2
  3. 3. Just In Time Conversation  Within the last week, you… – Used a phonebook? – Acted on a billboard ad? – Acted on a magazine ad? – Acted on a radio ad? – Acted on a TV ad? – Used a search engine? – Clicked on a paid search result? 49% of Internet users use search – Clicked on a natural search result? engines on a typical day. - Pew Internet & American Life Project, May 2008 ©2009 Netconcepts www.netconcepts.com Brian R. Brown Page 3
  4. 4. Searchers Search  What’s meaningful to them – Problems – “grass stains” – Solutions – “shout stain remover” – Ideas – “homemade stain remover” “Click natural listings 85% over paid.” - Forrester Research  Quickly & skeptically – Prefer natural results over paid “56% of Google queries – Refine rather than page-thru serve 0 paid ads” - Comscore – Focus on top – Focus on keywords 2006 Eye Tracking Study, Enquiro Research ©2009 Netconcepts www.netconcepts.com Brian R. Brown Page 4
  5. 5. Spiders’ Point of View  About the user experience – Easy to use – Relevant results – High quality results – Serve the searcher  Search model – Free to searchers – Low to no cost to switch It’s not about search. – Paid channel It’s about the network. ©2009 Netconcepts www.netconcepts.com Brian R. Brown Page 5
  6. 6. Blended Search  Bringing multiple search verticals together under one Web Search search interface. – Web search – Product / Shopping – Image search search Image Search – Video search – Book search – News search – Patent search News Search – Local / Maps search – Financial search – Blog search Product Search ©2009 Netconcepts www.netconcepts.com Brian R. Brown Page 6
  7. 7. Beyond Brand Opportunity Gap Searches in Google reveal Culligan is … #1 result for “culligan”  Brand vs. non-brand search #10 for “water softener” – Brand is important But more searches for “water softener” than “culligan” and “culligan water – But don’t underestimate non- softener” combined. branded. – Non-brand searches tend to far out number brand searches. – Non-brand searches may also connect with consumer earlier in the purchase process.  Brand vs. non-brand traffic – Branded searches typically drive most of the traffic to sites. ©2009 Netconcepts www.netconcepts.com Brian R. Brown Page 7
  8. 8. Improve Architecture  Optimize your foundation – removing barriers – Canonicalization – “www” vs. “non-www” – Duplication – multiple URLs for same “page,” guided navigation bloat, etc. – Parameter paralysis – excessive URL parameters inhibiting crawling (e.g., ?id=123&color=blue&size=small) – Flash in the pan – bells and whistles getting in the way – Hyphens (-) vs. underscores (_) – making words count – 301 vs. 302 redirects – getting there is only half the challenge – Improving accessibility improves SEO-ability ©2009 Netconcepts www.netconcepts.com Brian R. Brown Page 8
  9. 9. Engaging Conversations  Optimize your conversations – Research – unprecedented access to data. • Google AdWords Keyword Tool • Keyword Discovery • Wordtracker – User-centered • Non-brand • Problems • Solutions • Caution with jargon & industry speak. ©2009 Netconcepts www.netconcepts.com Brian R. Brown Page 9
  10. 10. Strengthen Signals  Optimize your content – Titles – strongest behind-the-page signal – Meta Descriptions – compelling call to action – Headings – strong on-page, reinforcing signal – Anchor text – strongest off-page signal • Don’t under-estimate internal linking – get rid of the “click here’s” and the “more info’s.”  Don’t write about “you,” write for “them.” ©2009 Netconcepts www.netconcepts.com Brian R. Brown Page 10
  11. 11. Wherever You Go, There You Are  Optimize your presence – Blogging – Content syndication – Linkbait – Social Networking  Search focused – High search demand – Relevant to audience  User-centered ©2009 Netconcepts www.netconcepts.com Brian R. Brown Page 11
  12. 12. Measuring Search  Optimize your efforts – Take a keyword focus • Traffic drivers • Conversion drivers • Bounce rates – Measure optimization efforts • Before & after measures • Grow the reach – head and longtail – Understand page yield • How many pages are performing? Enhance analytics with a tool like • What sections / levels of the site are Enquisite for a detailed view. performing? Under-performing? ©2009 Netconcepts www.netconcepts.com Brian R. Brown Page 12
  13. 13. Just In Time  Remember that search is your just in time opportunity. – Captured interest – Is on going – Can be scalable – Levels the playing field Brian R. Brown Lead Consultant & Natural Search Marketing Strategist – Connected with all other activities bbrown@netconcepts.com – Will happen with or without you www.linkedin.com/in/brianrbrown www.netconcepts.com www.netconcepts.co.nz www.gravitystream.com www.netconcepts.cn ©2009 Netconcepts www.netconcepts.com Brian R. Brown Page 13

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