Presentation was presented to Business First in the "Power of Digital Series" in Louisville, KY on January 27, 2011.

1. Ready, Set, Search! January 27, 2011 Christy Belden, Vice-President, Marketing + Media

2. Christy Belden 2 Vice-President, Marketing + Media, LeapFrog Interactive Experience: 7 years The Courier-Journal University of Louisville SEMPO Certified Google AdWords Individually Certified Christy knows marketing. PPC, SEO, social media, email, mobile, traditional—she’s been there and done that. She continues to build a deep well of experience and is always in touch with the trends and strategies that provide a solid return on clients’ investments.

3. LeapFrog Interactive 3 Twitter: @LFI #lfi #lfiseo #lfippc #lfimobile #lfisocial Facebook: www.facebook.com/LeapFrogInteractiveAgency Blog: www.leapfroginteractive.com/blog

4. Agenda Industry Statistics What is Search Marketing? Search Landscape SEO PPC Mobile Search Social Search International SEO User Intent Importance of Keywords 2010 Search Industry Changes 2011 Search Trends Your Business Q&A 4

5. Search Game 5

6. 6 Industry Statistics

7. Industry Statistics Source: eMarketer.com 7

8. Industry Statistics Source: eMarketer.com 8

9. Industry Statistics Source: MarketingCharts.com 9

10. Industry Statistics Source: MarketingCharts.com 10

11. Industry Statistics Source: MarketingCharts.com; SearchIgnite 11

12. Industry Statistics Source: MarketingCharts.com; SearchIgnite 12

13. Industry Statistics 13 More People will have Mobile Phones Than PC’s in 2011 Desktops Mobile Phones Laptops Netbooks Tablets Source: MarketingCharts.com; Deloitte Touche Tohmatsu Limited, 2010

14. 14 Industry Statistics Source: http://www.seomoz.org/blog/whats-the-future-of-mobile-search-and-seo

15. 15 What is Search Marketing?

16. What is Search Marketing? 16

17. What is Search Marketing? 17

18. What is Search Marketing? 18

19. What is Search Marketing? 19

21. Seeking answers to a question or problem

23. PPC (paid)

24. Mobile

25. Social

27. Search Marketing Landscape 23

28. Search Marketing Landscape 24 PAID RESULTS

29. Search Marketing Landscape 25 PAID RESULTS ORGANIC RESULTS

30. Search Marketing Landscape Source: Search Engine Land “The process of making a site and its content highly relevant for both search engines and searchers. SEO includes technical tasks to make it easier for search engines to find and index a site for the appropriate keywords, as well as marketing-focused tasks to make a site more appealing to users. Successful search marketing helps a site gain top positioning for relevant words and phrases.” 26 Search Engine Optimization (SEO or Organic Search)

32. Copy Optimization

33. Image Optimization

34. Sitemaps

35. Link Building

36. Local SEO

37. Content Marketing27

39. Get involved in online communities - forums, blogs, social media

40. Provide answers

41. Make your site linkable28 “Good link building is just good marketing.” ~ JustilienGaspard Source: http://www.searchenginewatch.com

42. 29 Search Marketing Landscape Source: http://www.seomoz.org/blog/whiteboard-friday-the-seo-fundamentals-pyramid

44. Local Directory Submissions – Citysearch, TripAdvisor, Insider Pages

45. Review sites – Yelp!, Urbanspoon

46. Categories, Addresses, Coupons30 Local SEO Source: Danny Dover. The Basics of Local SEO- Whiteboard Friday. November 4, 2010. http://www.seomoz.org/blog/the-basics-of-local-seo-whiteboard-friday

48. Articles

49. Press Releases

50. White Papers

51. Pictures

52. Video

53. Podcasts

54. Presentations31

55. 32 Source: http://www.seomoz.org/blog/7-predictions-for-seo-in-2011 Search Marketing Landscape

57. Link from a hyphen, period or other small character

58. Overdo keyword usage

59. List every zip code within a 10 hour drive

60. Put 2000 words of keyword rich content below the footer

61. Index as many pages as possible – quantity is not quality

62. Publish a new page for every keyword target

63. Create several Google Places pages all with the same physical address

64. Torment your customers – causing a flood of negative reviews (it won’t help your rankings)

65. Measure your website’s success with page rank

66. Never touch your well-ranking pages again

67. Submit to hundreds of search engines or thousands of directories automatically because “the price is right”33 SEO Techniques to Avoid Source: 32 SEO Tactics to Avoid in 2011. http://twaango.com/Joyce_Brooks/list-link-do-191358.html

68. Search Marketing Landscape Pay Per Click (PPC or Paid Search) 34 “Pay Per Click (also known as Pay Per Ranking, Pay Per Placement, Pay Per Position or Cost Per Click) enables you to list your site at the top of search engine results by advertising on keywords that best describe your product or service. It's a dynamic marketplace - the higher you bid, the higher your advertisement will be displayed in the list. You pay only when a searcher clicks on your listing and connects to your site. You don't pay to list, you only pay for clicks or click throughs. This way you only pay for the traffic to your site, there are no other hidden costs.” Source: http://www.payperclickguide.com

70. Advertiser pays only when a user clicks on the ad or text link your site

71. Advertiser bids on a keyword based on their threshold to pay for a keyword

72. Ad placement based on Quality Score and Bid = Ad Rank

73. Ability to target your ad via day-parting, geo-targeting, device

74. Sample Paid Search Vendors: Google AdWords, MSN AdCenter; 7Search, MIVA35

76. Verify that your mobile site is indexed by Google

77. Create a mobile XML sitemap and submit to Google to allow Googlebot to crawl the site

78. Allow any user-agents to access your site – including Googlebot-Mobile36 Source: Google CEO, Eric Schmidt at the 2010 Mobile World Congress

80. Many mobile sites are designed with mobile viewing in mind, but not designed to be “search friendly”

81. Google has a separate mobile index which will only grow in providing differentiated site results

82. SEO coding elements remain the same37

84. Single set of SERPs – search results same from a desktop/laptop search to a mobile search

85. Separate mobile ad strategy – paid search results differ dramatically on mobile; CPC & conversion rates generally lower

86. Mobile apps – great opportunity to provide users a branded, tailored experience

87. Geography – more searches becoming more biased by location; content and marketing can be tailored to serve and be seen as “local”38 Source: What’s the Future of Mobile Search and SEO?. January 11, 2011. http://www.seomoz.org/blog/whats-the-future-of-mobile-search-and-seo.

88. Search Marketing Landscape 39 “On average, 27% of all Yelp searches come from our iPhone App. That number dips during the week when Yelp.com traffic surges. Then on the weekend, it moves up again as people pull out their Yelp mobile apps when they’re on the go – a trend we’ve already been seeing for quite some time!” Source “Mobile Apps: Search By Another Name.” Greg Sterling, Search Engine Land. http://searchengineland.com/apps-search-by-another-name-43685

89. Search Marketing Landscape Social Search Social search utilizes the ‘Social Graph’ to deliver search results which fit the users needs. Relevancy factors include: Likes Follows/Fans Tags Bookmarks 40

91. Proper translation of the content

92. Hosted in the specific country

93. Drive backlinks from domains within the country of choice41

95. Yandex – Russia

96. Naver – South Korea

97. Yahoo! - Japan42

98. 43 User Intent

99. What Are You Thinking? Game 44 FROG

101. A user searches “kofee beans” Google understands the user is searching for “coffee beans”

103. Geographic location

104. Search histories of other people with similar profiles45 Query Data Source: http://blog.searchenginewatch.com/071030-105451

105. User Intent 46 Search Behavior Model Source: http://marksprague.files.wordpress.com/2011/01/what-is-a-search-behavior-model.jpg

106. 47 Importance of Keywords

108. Improve the performance of your ads

109. Help you to maintain low cost-per-clicks (CPCs)48 Source: Search Engine Watch

111. Include relevant variations of your best keywords

112. Be specific

113. Add modifiers where necessary49 Source: http://technorati.com/business/article/how-to-choose-the-right-keywords/

115. Helps better target the audience

116. Contain a dash in front of the keyword, i.e. –free50

118. Bids specify the amount you’re willing to pay per click on your ad

119. High CPC bids allow your ad to show at a higher page position – but only one factor in the overall quality score51 Source: http://www.roirevolution.com/blog/2010/08/enhanced_cpc.php

120. 52 2010 Search Industry Changes

122. Largest collection of web content Google has ever offered

123. Ability to find links to relevant content sooner after its published than ever possible before53

124. 2010 Search Industry Changes Google Caffeine 54 Source: http://googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

126. Less traffic, lower ranking

128. Better content on pages down the chain 55

131. Smarter predictions

132. Instant results56

133. 2010 Search Industry Changes 57 Source: http://blog.pmdigital.com/2010/09/google-instant-facts-myths-and-opportunities

135. Minimal

136. Continue to build great content, links, with sound architecture and educating Google on what authority to give your site58

138. Potential for more impressions recorded of an ad without the user intent being for that product or service59

139. 2010 Search Industry Changes Google Preview 60

141. Search results will be delivered separately to each site

142. AdCenter will produce the same types of matches as Google – exact, phrase & broad61 Source: http://community.microsoftadvertising.com/blogs/advertising/archive/2010/09/22/ad-tech-uk-2010-yahoo-and-microsoft-search-alliance-joined-audiences-33-more-likely-to-convert.aspx; http://www.searchalliance.com/home

144. Reverse is true if your site has a good ranking in Bing62

146. Plurals and common misspelling treated as separate words – contrary to the canonicalization done by Yahoo!’s PPC

147. Bidding minimums to increase – from Yahoo! 1 cent to Microsoft 5 cents minimum

148. Campaign targeting – zip code selection not immediately available

149. Budgeting changes

150. Rich ads in search not immediately available in adCenter as available in Yahoo!

151. More excluded keywords allowed in adCenter63

154. Ensure a location address is in the text of the site footer

155. If there are many locations, feature a text-based location sitemap

156. Provide a link to local review sites such as Yelp, Citysearch and Hotpot to help build reviews & ratings64

158. Each ad campaign, you can select country, territory, region or city and languages for ad placement

159. Campaign ads will only appear to users within those parameters

160. Choose a specific point and set a radius from that point

161. Exclude areas within selected locations65

163. 10% from geo-modified terms

164. Generic keywords for a geo-targeted campaign (i.e. “laser hair removal” from a Louisville ip address)

165. Geo-multiplied terms for nationally-targeted campaign (i.e. “Louisville hair removal”) – be careful about cities with the same name – i.e. Louisville, CO & Louisville KY66 Source: http://www.seomoz.org/ugc/how-to-geotarget-ppc-campaigns-for-local

167. Phone

168. Ad Sitelinks

169. Products No additional charge to include extensions 67

170. 2010 Search Industry Changes Ad Extensions 68 Ad Sitelinks

171. 2010 Search Industry Changes Social Media + SEO Quality, relevant in-bound links improves SEO Brand reputation management – improve visibility through profiles, videos & blog posts Promoting new content leads to faster discovery via search Optimizing social media content will help with SEO rankings 69 Content + Links = Search Engine Success

172. 2010 Search Industry Changes Social Media + SEO 70 Source: http://mashable.com/2009/04/15/social-media-seo/

174. Search algorithm couldn’t decipher between ‘good’ and ‘bad’ content/links

175. December 2010 – Google implemented a new algorithm solving the problem – “…being bad is…bad for business in Google’s search results,” AmitSinghal, Google

176. New algorithm identifies merchants providing poor customer service / customer experience71 Source: http://googleblog.blogspot.com/2010/12/being-bad-to-your-customers-is-bad-for.html; http://searchengineland.com/googles-gold-standard-results-take-hit-new-york-times-57081

177. 72 2011 Search Trends

179. Mobile App Search

180. Deep Links to Website

181. CTR in Organic Search

182. Image Sitemap

183. Think Outside Big 2 SocNets

184. BING73 SEO Factors for 2011. Josh McCoy. January 3, 2011. http://searchenginewatch.com/3641673; Search Engine Land

186. Google Quality Search

187. Encouraging Customers to Write Reviews

188. Update to AdWords Keyword Search Tool

189. More Product Images in Paid Search

190. Google Places/Local Businesses

191. More Group Coupon Buying74 SEO Factors for 2011. Josh McCoy. January 3, 2011. http://searchenginewatch.com/3641673; Search Engine Land

193. Quora

194. Comparison Shopping

195. Google Search Neutrality

196. Facebook “Search Engine”

197. “Do Not Track”75 SEO Factors for 2011. Josh McCoy. January 3, 2011. http://searchenginewatch.com/3641673; Search Engine Land

198. 76 Your Business

200. Social Media

201. Mobile

202. Relevant, quality, fast content

203. It still takes time

204. Consistent effort is needed77

205. Questions Any questions? 78