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Search and Social Media in 2010


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The behavior of searching online has become almost instinctual – it is
a part of our lives – we rely on it to answer our questions, give us
driving directions, plan our vacations, manage our banking, and
purchase commercial products which were only available in retail
locations just a few years ago.

The fact is, patterns in search behavior can be tracked, analyzed, and
interpreted to help companies make informed decisions about their
digital marketing initiatives. It's a matter of being relevant,
valuable, and trustworthy – at least more so than your competition.

Join us for our upcoming seminar “Search and Sociability in 2010 –
Leveraging the Web for High ROI Lead Generation”, where SEO Sumo's
master practitioners explore practical steps your company can take to
identify, correct, and maximize elements of your company's web
presence. Join us at

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Search and Social Media in 2010

  1. 1. Lunch-and-Learn Seminar Series Search and Sociability in 2010 Leveraging Search and Social Media for Targeted Lead Generation
  2. 2. The behavior of search
  3. 3. The behavior of search How do people discover and access websites? 74% of American adults (ages 18 and older) use the internet1 -- a slight drop from the survey in April 2009, which did not include Spanish interviews. At that time, PEW concluded that 79% of English-speaking adults use the internet. 1.
  4. 4. The behavior of search What are people doing online? Online activities by percentage of all American adults (including both internet users and non-users) Percentage of U.S. adults 20% 30% 40% 50% 60% 70% 80% Use the internet Send or read e-mail Use a search engine Research a product Check the weather Buy a product Get news Buy or make a travel reservation Visit a government website Watch a video 2000-1 2002-3 2004-5 2006-7 2008-9
  5. 5. The behavior of search Search Engine Usage The percentage of internet users who use search engines on a typical day has been steadily rising from about one-third of all users in 2002, to a new high of just under one-half (49%). Daily Internet Activities With this increase, the number of those using a search % on typical day engine on a typical day is pulling ever closer to the 60% of 70 internet users who use email, arguably the internet’s all- 60 time killer app, on a typical day.1 Underscoring the 50 dramatic increase over time, the percentage of internet 40 users who search on a typical day grew 69% from January 30 2002, when the Pew Internet & American Life Project first 20 tracked this activity, to May 2008, when the current data were collected. During the same six-year time period, the 10 use of email on a typical day rose from 52% to 60%, for a 0 Visit social Surf web for networking fun Research hobby Check weather Check news Online search Email growth rate of just 15%. site
  6. 6. The behavior of search Google Dominance
  7. 7. The behavior of search Why Google? ● Quality of Results ● Intuitive Use ● Rapid Social/Mobile Adoption ● Functional/Logical extension of Memory ● Rapid Reference ● Trustworthy
  8. 8. The behavior of search Trust as an algorithmic interpretation ● What is trust and how does Google calculate trust? ● Why is trust important to Google? Google Philosophy says it all
  9. 9. The behavior of search Google ranking algorithm composition Components of Google's Ranking Algorithm (According to 72 SEO's Surveyed for SEOmoz's Biennial Search Ranking Factors) 5% 6% 24% 7% 15% 22% 20%
  10. 10. The behavior of search How does Google evaluate a trustworthy website? mozRank mozTrust ext. links domains linking external mozRank domain mozRank
  11. 11. The behavior of search Can being trustworthy bring you business? ● Think about how you research products and services online. ● What factors do we take into account when looking for something online? ● First impressions matter ● Usability Matters ● Endorsement Matters ● Build a seamless user experience
  12. 12. The behavior of search Trust = Targeted Leads There are several rules you can follow to create a trustworthy website, valuable user experience, and efficient conversion funnel. ● Be Searchable ● Be Accessible ● Be Sociable ● Be Shareable
  13. 13. The behavior of search Maximize your SEO Five categories to focus on: ● Competitive Landscape ● On-site Keyword Targeting and IA ● The Inherent value of your site ● Links: Constantly increase link equity through natural channels ● Market Authority: Work to increase the authority of your site within a specific search market
  14. 14. The behavior of search Crack the Competition ● Learn from the strengths and weaknesses of your competition ● Analyze their link profile and information architecture – why are they ranking well for primary keywords? ● Is their strategy in line with yours? ● Segregate the competition based on the metrics Google uses to rank websites
  15. 15. Perfect keyword targeting
  16. 16. Perfect keyword targeting The “Perfectly” optimized page (for the complete keyword phrase “chocolate donuts”) Page Title: Chocolate Donuts | Mary's Bakery Meta Description: Mary's Bakery's chocolate donuts are possibly the most delicious, perfectly formed, flawlessly chocolately donuts ever made. Page URL: donuts
  17. 17. The behavior of search Flat Site Architecture Flat site architecture makes it easy to reach any page in the site with just a few links In deep site architecture many links must be followed to reach content
  18. 18. The behavior of search Increase Link Equity
  19. 19. Accessibility
  20. 20. Accessibility Specificity Standout in SERPs for primary key phrases (SEO, PPC, Google Maps)
  21. 21. Accessibility Position Matters Eye Tracking Research removes all positions get the most clicks and targeted traffic
  22. 22. Accessibility Loading time Akamai Technologies, Inc. released key findings from a commissioned study ( conducted by Forrester Consulting on behalf of Akamai examining eCommerce web site performance and its correlation with an online shopper’s behavior. The most compelling results reveal that two seconds is the new threshold in terms of an average online shopper’s expectation for a web page to load and 40 percent of shoppers will wait no more than three seconds before abandoning a retail or travel site. In short: PAGE LOAD TIME is critically important
  23. 23. Accessibility Loading time Here are some of the findings from the study: ● 47% expect a web page to load in two seconds or less. ● 40% will abandon a web page if it takes more than three seconds to load. ● 52% of online shoppers claim that quick page loads are important for their loyalty to a site. Although this study focused on e-commerce sites, the findings should be relevant to any site owner regardless of the type of site since the results clearly show how big an effect slow load times can have on user behavior.
  24. 24. Sociability
  25. 25. Sociability About Sociability ● Social Media = An ongoing conversation about your brand ● Is your company's voice being heard? ● People are talking about you whether you like it or not. ● Use tools to monitor your social media channels ● You can quantify social media lead generation with effective conversion tracking/optimization and visitor behavior analysis
  26. 26. Sociability Tools of the Trade ● Su.Pr ● ● ● Trendistic ● Google Trends
  27. 27. Sociability Trends matter – you can see what's coming ● Your most powerful market research ally ● Google Insights for Search ● Free tool to confirm centers of demand based on aggregated search engine keyword data ● Significant degree of accuracy ● Redefining Market Research ● Predicting Demand (global and domestic)
  28. 28. Share-ability
  29. 29. Share-ability About Share-ability The “Read Me” Model ● Reason to Return ● Engaging User Experience ● Aesthetic site architecture ● Direct User Benefit ● Memorable User Experience ● Effective Call to Action
  30. 30. Search-ability
  31. 31. Search-ability Leverage Search and Social Media ● Enforce your brand while establishing traffic channels ● Own your market across all discussion venues ● Blogs matter more than ever ● Become an information hub – get leads – guaranteed
  32. 32. Share-ability Don't neglect the fundamentals Social media is great for: And i f you're Ignoring other Important Connecting with your users (assuming they're fundamentals of online marketing. like: ● already on social media platforms and talking about you) ● Building a website with a unique value ● Building another channel for communication, proposition branding & messaging ● Creating amazingly useful content that people ● Appealing to early adopters want to share ● Wasting time on non-business essential ● Conducting effective email marketing communication :-) ● Finding ways to sca!ably acquire new users & retain existing ones But it can't do what search/SEO does: ● Leveraging conversion funnels & conversion ● Answer a direct need precisely when it's testing requested in a scalable fashion ● PPC ● Gain Visibility from virtually all Internet users with an Interest in your brand, product, sector, You should probably concentrate or content at once on those first
  33. 33. Share-ability Let's just be friends Linkedin, Facebook, YouTube, Yelp, and 1300 other social networks... Prepare for the future of search and social media ● Build for your visitors, not for show ● Have goals ● Be socially worthwhile ● Be discoverable and shareable ● Be a leader – make friends – be a resource for information, observation, and quality
  34. 34. Make it happen ● Create a digital marketing strategy designed to achieve specific goals ● Determine your budget based on what you stand to gain ● Gather as much information about your domain as you can ● Find the right people for the job – it's a big responsibility ● Ask lots of questions
  35. 35. Thanks Special thanks to all of the attendees at “Search and Sociability in 2010” seminar.
  36. 36. Arigato Gozaimasu Charlie Ellis 443-812-0154