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Search Engine Marketing - Dead and Buried? Click Asia Summit 2011

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Navneet Kaushal, presentation in 20th January 2011 at Click Asia 2011, Taj Lands End, Mumbai

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Search Engine Marketing - Dead and Buried? Click Asia Summit 2011

  1. 1. 1<br />NavneetKaushal, CEO<br />Search Engine Marketing - Dead and Buried- Click Asia Summit 2011<br />
  2. 2. Search Engine Marketing Dead and Buried?<br />Search Engine Marketing - Dead and Buried- Click Asia Summit 2011<br />
  3. 3. 3<br />Major Game Changers in 2009-2010<br /><ul><li>Rise of social media like Facebook, Twitter, YouTube
  4. 4. Introduction of new features like Google Instant, Real Time Search, </li></ul> Google and Bing Social Searches, 7 pack Google Places, rise of Google Local. <br />Outcome<br /><ul><li>SEO became more difficult
  5. 5. PPC became increasingly intolerant of wasteful clicks
  6. 6. Social Media became an accepted topic of discussion across organizations. </li></ul>Search Engine Marketing - Dead and Buried- Click Asia Summit 2011<br />
  7. 7. Is SMO A Threat To SEO?<br />Here are a few reasons behind the perceptions:<br /><ul><li> Recommendation by friends or peers will score over search engine results - Like Button Replacing The Link</li></ul>• Facebook and twitter etc will be preferred as better sources for instant news, expert answers <br />• People vs. crawlers: It is assumed that eventually personal will take over technical.<br />• Social media as a branding tool is far more effective than SEM.<br /><ul><li> More than 500 million active users
  8. 8. Over 700 billion minutes clocked per month
  9. 9. Replaces Google as most visited website in 2010
  10. 10. Over 145 million registered users
  11. 11. More than 55 million tweets per day
  12. 12. Tweets displayed in SERPs of Google and Bing
  13. 13. More than 2 billion videos watched per day
  14. 14. Every minute, 24 hours of video is uploaded</li></ul>Search Engine Marketing - Dead and Buried- Click Asia Summit 2011<br />
  15. 15. Is SMO A Threat To SEO?<br />Marketers using different methods to fulfill different requirements:<br /><ul><li> 34% of the companies cited generation of leads as the primary goal of SEO</li></ul>• 39% cited selling of products/services/content online as the primary goal of PPC<br />• 51% of the companies cited branding as the primary goal of SMO<br /><ul><li> More than 500 million active users
  16. 16. Over 700 billion minutes clocked per month
  17. 17. Replaces Google as most visited website in 2010
  18. 18. Over 145 million registered users
  19. 19. More than 55 million tweets per day
  20. 20. Tweets displayed in SERPs of Google and Bing
  21. 21. More than 2 billion videos watched per day
  22. 22. Every minute, 24 hours of video is uploaded</li></ul>Search Engine Marketing - Dead and Buried- Click Asia Summit 2011<br />
  23. 23. <ul><li> More than 500 million active users
  24. 24. Over 700 billion minutes clocked per month
  25. 25. Replaces Google as most visited website in 2010</li></ul>SMO + SEM<br />The truth is social media has become a part of SEM. Here is how:<br /><ul><li> Google and Bing now use social signals to rank pages (as of now for real-time searches).</li></ul>• Brand name/personality searches throws up results from LinkedIn, twitter, Facebook etc.<br />• Corporate use of social sites dominate search results such as YouTube, facebook<br /><ul><li>TwitterRank& Retweetsto dominate link building.
  26. 26. Over 145 million registered users
  27. 27. More than 55 million tweets per day
  28. 28. Tweets displayed in SERPs of Google and Bing
  29. 29. More than 2 billion videos watched per day
  30. 30. Every minute, 24 hours of video is uploaded</li></ul>Search Engine Marketing - Dead and Buried- Click Asia Summit 2011<br />
  31. 31. Search Engine Marketing - Dead and Buried- Click Asia Summit 2011<br />
  32. 32. 8<br />The Threat From Google Algorithm Changes<br />Google Instant (Launched in Sept ‘10 <br />Perceptions <br />SEO:<br /><ul><li> New Google Instant suggestion box takes much of the space, pushing results down the fold.
  33. 33. Effect on long tail keywords, as user will wait to type the complete keyword.</li></ul>PPC: <br /><ul><li> Impact on impressions and costs
  34. 34. Effect on ads for longer terms</li></ul>Search Engine Marketing - Dead and Buried- Click Asia Summit 2011<br />
  35. 35. 9<br />The Good In Google Algorithm Changes<br />Google Instant <br />SEO:<br /><ul><li> Better search predictions
  36. 36. Saves time on each search
  37. 37. Better conversion for long tail keywords</li></ul>PPC: <br /><ul><li> 3 conditions under which the impressions will be counted (user click anywhere on the page, click the search button, stops typing)
  38. 38. Positive effect on conversions for long tail keywords </li></ul>Search Engine Marketing - Dead and Buried- Click Asia Summit 2011<br />
  39. 39. 10<br />The Threat From Google Algorithm Changes<br />Google Real Time Search<br />Perceptions <br />Reputation management<br />Possibility of showing inaccurate results.<br />3. Real time spam <br />Search Engine Marketing - Dead and Buried- Click Asia Summit 2011<br />
  40. 40. 11<br />The Good In Google Algorithm Changes<br />Google Real Time Search<br />Content marketing to play an important role <br />Search Engine Marketing - Dead and Buried- Click Asia Summit 2011<br />
  41. 41. 12<br />The Threat From Google Algorithm Changes<br />Google Places<br />Search Engine Marketing - Dead and Buried- Click Asia Summit 2011<br />
  42. 42. The Road Ahead: Integrated Marketing<br />Here are a few trends to look out for: <br /><ul><li> Social media increasingly complementing SEO efforts.
  43. 43. Faster and better indexing of social content.
  44. 44. Content marketing to gain momentum.
  45. 45. Tweeting matters.</li></ul>Click Asia Summit – Presentation by NavneetKaushal<br />
  46. 46. Click Asia Summit – Presentation by NavneetKaushal<br />

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