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1<br />NavneetKaushal, CEO<br />Search Engine Marketing - Dead and Buried- Click Asia Summit 2011<br />

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Search Engine Marketing Dead and Buried?<br />Search Engine Marketing - Dead and Buried- Click Asia Summit 2011<br />

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3<br />Major Game Changers in 2009-2010<br /><ul><li>Rise of social media like Facebook, Twitter, YouTube

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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

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PPC became increasingly intolerant of wasteful clicks

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Social Media became an accepted topic of discussion across organizations. </li></ul>Search Engine Marketing - Dead and Buried- Click Asia Summit 2011<br />

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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

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Over 700 billion minutes clocked per month

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Replaces Google as most visited website in 2010

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Over 145 million registered users

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More than 55 million tweets per day

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Tweets displayed in SERPs of Google and Bing

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More than 2 billion videos watched per day

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Every minute, 24 hours of video is uploaded</li></ul>Search Engine Marketing - Dead and Buried- Click Asia Summit 2011<br />

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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

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Over 700 billion minutes clocked per month

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Replaces Google as most visited website in 2010

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Over 145 million registered users

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More than 55 million tweets per day

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Tweets displayed in SERPs of Google and Bing

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More than 2 billion videos watched per day

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Every minute, 24 hours of video is uploaded</li></ul>Search Engine Marketing - Dead and Buried- Click Asia Summit 2011<br />

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<ul><li> More than 500 million active users

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Over 700 billion minutes clocked per month

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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.

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Over 145 million registered users

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More than 55 million tweets per day

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Tweets displayed in SERPs of Google and Bing

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More than 2 billion videos watched per day

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Every minute, 24 hours of video is uploaded</li></ul>Search Engine Marketing - Dead and Buried- Click Asia Summit 2011<br />

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Search Engine Marketing - Dead and Buried- Click Asia Summit 2011<br />

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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.

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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

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Effect on ads for longer terms</li></ul>Search Engine Marketing - Dead and Buried- Click Asia Summit 2011<br />

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9<br />The Good In Google Algorithm Changes<br />Google Instant <br />SEO:<br /><ul><li> Better search predictions

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Saves time on each search

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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)

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Positive effect on conversions for long tail keywords </li></ul>Search Engine Marketing - Dead and Buried- Click Asia Summit 2011<br />

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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 />

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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 />

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12<br />The Threat From Google Algorithm Changes<br />Google Places<br />Search Engine Marketing - Dead and Buried- Click Asia Summit 2011<br />

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The Road Ahead: Integrated Marketing<br />Here are a few trends to look out for: <br /><ul><li> Social media increasingly complementing SEO efforts.

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Faster and better indexing of social content.

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Content marketing to gain momentum.

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Tweeting matters.</li></ul>Click Asia Summit – Presentation by NavneetKaushal<br />

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Click Asia Summit – Presentation by NavneetKaushal<br />