Search Congress Barcelona
  29th of January 2009
Who am I and who do I work for?



quot;It is not the strongest of the species that survives...
        but the one most r...
In times of crisis......



quot;It is not the strongest of the species that survives...
        but the one most responsi...
Market developments
Trend : online!
enablers of lead generation and nurturing
Latest US ROI survey
It´s not all about Google
Too much to talk about
Only 50 slides to go...

           So let´s focus on




Local & Universal Search
Social Media
Analytics
Some SEO stateme...
Local Search




What
Where
Why
When
Ways
What is Local Search




Local Search is search behavior not focused on ‘what’
but also on ‘where?’

Examples:

“Hotels in...
Where Local Search




Maps in Universal Search Results
 • Onebox, Three-pack, 10-pack
Why Local Search – Universal Search
Why Local Search




Results show up in the normal SERPs
Located in the heat-map
Affects click-through rate
Optimal result...
Why Local Search

Think Global, Act Local
In US, 40% of search terms are ‘local’
Local = Mobile



      Branch          E...
When Local Search




You run a business with physical locations

Discover
You want your potential customers to find you i...
Ways Local Search


Advertise (Local Business Ads)
Optimize (Local SEO, build good store locators)
User Generated Content
...
Competitive markets



Ranking factors in Google Maps
 • Claim your business
     •    Incoming links and citations (webre...
Less competitive markets




    Bar downstairs
      our office
In the beginning there were social networks
Published in 1999!


‘Markets are conversations ‘




                               ‘The Internet is enabling conversatio...
Social Media




          Source:PEW
Different approach needed



  COMMUNICATIONS                          SOCIAL MEDIA
      MEDIA
Space defined by Media Own...
SO HOW CAN I CREATE A
     COMMUNITY?
WRONG
QUESTION
“Communities already exist. Instead, think about how you
   can help that community do what it wants to do”
              ...
Join the conversation here:



1.   Facebook, Tuenti, ..

2.   Youtube

3.   Twitter

4.   We don´t know yet….
Twitter: fastest growing social network
Social Media Communication




AND BE POSITIVE
BECAUSE POSITIVITY SPREADS
Social media & crowdsourcing
It´s about you!




Launch new website
SEO Book
PR
Events (non) sponsored
Blogs
Surveys/articles
To Tweets
And then spreads to other forms
Like your corporate blog
But target ……




not to miss your goal
So, give the right directions!




          And use analytics!
Webanalytics




MEASURE   ANALYSE             OPTIMISE
Why Do I Need Web Analytics?



To Answer These Basic Questions:
 • How many people visit my site?
 • What pages are getti...
Problems with Universal Search



Source: Google
Medium: Organic
Keyword phrase: `Nissan Titan`



Landing page for text l...
Tracking Universal Search


  Define verticals
  Set up filters

  Gain insight in clicks from organic results by setting ...
Universal Search : Increase ROI with research


  Research
  Research
  Research




Do images get less clicks? Or more?

...
Record Progress & Popularity




                                                Referral Traffic
                    Page...
Determine the Success of Your Site

Bounce Rate
Browse Rate
Return Visits
Visitor Loyalty
Pg Views / Visit
Traffic Growth
...
How Should I Employ Analytics Data




Find Specific Metrics that are applicable to your site:
 • Problems that need to be...
Online influences offline sales

comScore study 2007
Direct Response just 17%
Of the total conversion

And:
30% of all use...
Conversion Value

comScore study 2007
Real conversion value is about 6.6 times higher!




Tracked conversion worth




  ...
SEO
Did I hear ´SEO ha muerto´?
This kind of SEO is dead indeed
This kind of SEO is dead indeed


Like footerlinks (well actually not SEO at all)
This kind of SEO is dead indeed


Like footerlinks (well actually not SEO at all)
We only want a nr. 1 position in Google?
SEO is difficult, so what sort of hat will you wear?




                                              Instead …..




   ...
Searchcowboys is coming to Spain!
Searchcowboys is coming to Spain!




-   A website about search
-   With a focus on Europe
-   With bloggers from around ...
Searchcowboys is coming to Spain!




Special features
- News from your country
- SEO roadshow
- Event channel
- Twitter
-...
Searchcowboys.com/es




-   Part of searchcowboys
-   Focus on Spain
-   In Spanish
-   Spanish bloggers like
THANK YOU!




   Where to find me?

http://twitter.com/derijk

  How to contact me?

lennert@onetomarket.es
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Perspectiva Online: Analítica Web, Redes Sociales y Optimización de Conversiones l Search Congress 2009

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Presentación ofrecida por Onetomarket en el Search Congress Barcelona 2009 acerca del nuevo panorama del marketing online para convivir estratégicamente con la crisis: analítica web, redes sociales, optimización de conversiones.
El director general de Onetomarket España, lennert de Rijk, ofrece una completa descripción de la analítica web, redes sociales, optimización de conversiones.

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Perspectiva Online: Analítica Web, Redes Sociales y Optimización de Conversiones l Search Congress 2009

  1. 1. Search Congress Barcelona 29th of January 2009
  2. 2. Who am I and who do I work for? quot;It is not the strongest of the species that survives... but the one most responsive to change.quot; Lennert de Rijk -Charles Darwin Dutch male living in Barcelona Managing Director and cofounder Onetomarket Spain
  3. 3. In times of crisis...... quot;It is not the strongest of the species that survives... but the one most responsive to change.quot; -Charles Darwin
  4. 4. Market developments
  5. 5. Trend : online!
  6. 6. enablers of lead generation and nurturing
  7. 7. Latest US ROI survey
  8. 8. It´s not all about Google
  9. 9. Too much to talk about
  10. 10. Only 50 slides to go... So let´s focus on Local & Universal Search Social Media Analytics Some SEO statements (introduction to ...)
  11. 11. Local Search What Where Why When Ways
  12. 12. What is Local Search Local Search is search behavior not focused on ‘what’ but also on ‘where?’ Examples: “Hotels in Barcelona”, “Starbucks near Potsdamer Platz” or “Airport Germany”.
  13. 13. Where Local Search Maps in Universal Search Results • Onebox, Three-pack, 10-pack
  14. 14. Why Local Search – Universal Search
  15. 15. Why Local Search Results show up in the normal SERPs Located in the heat-map Affects click-through rate Optimal result: Your Organic URL multiple times on the frontpage!
  16. 16. Why Local Search Think Global, Act Local In US, 40% of search terms are ‘local’ Local = Mobile Branch Examples Travel Hotel, Apartments, Airports Search Food, Restaurants, Retail Entertainm Bars, Nightclubs, Theater ent Places Hospitals, Churches, Banks, Postal offices, Petrol Stations Brands Starbucks, McDonalds, etc
  17. 17. When Local Search You run a business with physical locations Discover You want your potential customers to find you in the local search engines and Universal Search results. Recover You want to help your current customers by lending them a helping hand in finding your business
  18. 18. Ways Local Search Advertise (Local Business Ads) Optimize (Local SEO, build good store locators) User Generated Content • Local = Social (Reviews, user ratings ) Only 10 results available
  19. 19. Competitive markets Ranking factors in Google Maps • Claim your business • Incoming links and citations (webreferences*) • Reviews/ratings • Distance from the centroid authority • Business title *) a reference to your business on some other website. It is not necessarily a link and always contains your business address and/or phone number. Geographically relevant websites talking about your business increase your Local search engine rankings.
  20. 20. Less competitive markets Bar downstairs our office
  21. 21. In the beginning there were social networks
  22. 22. Published in 1999! ‘Markets are conversations ‘ ‘The Internet is enabling conversations among human beings that were simply not possible in the era of mass media. ‘
  23. 23. Social Media Source:PEW
  24. 24. Different approach needed COMMUNICATIONS SOCIAL MEDIA MEDIA Space defined by Media Owner Space defined by Consumer Brand in control Consumer in control One way / Delivering a message Two way / Being a part of a conversation Repeating the message Adapting the message/ beta Focused on the brand Focused on the consumer / Adding value Entertaining Influencing, involving Company created content User created content / Co-creation
  25. 25. SO HOW CAN I CREATE A COMMUNITY?
  26. 26. WRONG QUESTION
  27. 27. “Communities already exist. Instead, think about how you can help that community do what it wants to do” Mark Zuckerberg
  28. 28. Join the conversation here: 1. Facebook, Tuenti, .. 2. Youtube 3. Twitter 4. We don´t know yet….
  29. 29. Twitter: fastest growing social network
  30. 30. Social Media Communication AND BE POSITIVE BECAUSE POSITIVITY SPREADS
  31. 31. Social media & crowdsourcing
  32. 32. It´s about you! Launch new website SEO Book PR Events (non) sponsored Blogs Surveys/articles
  33. 33. To Tweets
  34. 34. And then spreads to other forms
  35. 35. Like your corporate blog
  36. 36. But target …… not to miss your goal
  37. 37. So, give the right directions! And use analytics!
  38. 38. Webanalytics MEASURE ANALYSE OPTIMISE
  39. 39. Why Do I Need Web Analytics? To Answer These Basic Questions: • How many people visit my site? • What pages are getting visited? • How do visitors reach my site? Or Some More Advanced Ones: • Where do my best visitors come from? • How much do I earn on average per visitor? • Which pages help to convert visitors into buyers?
  40. 40. Problems with Universal Search Source: Google Medium: Organic Keyword phrase: `Nissan Titan` Landing page for text link: http://an.example.com/nissan-titan/ Landing page for Universal Search Image link: http://an.example.com/nissan-titan/ They are the same!
  41. 41. Tracking Universal Search Define verticals Set up filters Gain insight in clicks from organic results by setting up filters to determine your traffic from blended results Research available by one of our colleagues: http://www.searchcowboys.com/seo/256
  42. 42. Universal Search : Increase ROI with research Research Research Research Do images get less clicks? Or more? And is someone who clicked on an image more likely to convert into a lead or action?
  43. 43. Record Progress & Popularity Referral Traffic Page Views Unique Visits – – Return Visits Regions / Languages Pg View / User – – Visits / User Browsers Search Traffic – –
  44. 44. Determine the Success of Your Site Bounce Rate Browse Rate Return Visits Visitor Loyalty Pg Views / Visit Traffic Growth Transactions Advanced Metrics (using action tracking)
  45. 45. How Should I Employ Analytics Data Find Specific Metrics that are applicable to your site: • Problems that need to be addressed • Weaknesses in your site's offerings • Opportunities for new content or marketing Create a Dashboard to Show you the Most Important Data Daily
  46. 46. Online influences offline sales comScore study 2007 Direct Response just 17% Of the total conversion And: 30% of all users are deleting their Cookies regularly!
  47. 47. Conversion Value comScore study 2007 Real conversion value is about 6.6 times higher! Tracked conversion worth Real conversion worth
  48. 48. SEO
  49. 49. Did I hear ´SEO ha muerto´?
  50. 50. This kind of SEO is dead indeed
  51. 51. This kind of SEO is dead indeed Like footerlinks (well actually not SEO at all)
  52. 52. This kind of SEO is dead indeed Like footerlinks (well actually not SEO at all)
  53. 53. We only want a nr. 1 position in Google?
  54. 54. SEO is difficult, so what sort of hat will you wear? Instead ….. SEO is becoming mature http://blog.outer-court.com/archive/2006-11-01-n72.html
  55. 55. Searchcowboys is coming to Spain!
  56. 56. Searchcowboys is coming to Spain! - A website about search - With a focus on Europe - With bloggers from around Europe - With the latest news - With background information - Keep up-to-date and informed
  57. 57. Searchcowboys is coming to Spain! Special features - News from your country - SEO roadshow - Event channel - Twitter - Calling Europe - Videochannel - Well known SEO´s
  58. 58. Searchcowboys.com/es - Part of searchcowboys - Focus on Spain - In Spanish - Spanish bloggers like
  59. 59. THANK YOU! Where to find me? http://twitter.com/derijk How to contact me? lennert@onetomarket.es

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