SAScon Market Focus – Gaming - James Lowery
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This document provides tips for understanding your gaming audience in order to optimize SEO strategies. It advises analyzing demographic data on current and top customers, as well as traffic data on keywords, channels, times, and behaviors to understand who the audience is, where they come from, what they want, when they play, and how to attract more customers. The key takeaways are to use data on your existing audience to create relevant content, promotions, and an online presence that meets the audience where they are and gives them what they want.
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Local-Social-Mobile: The Power Triumvirate of 2010 - Gillian Muessing
Gillian Muessing - Local-Social-Mobile: The Power Triumvirate of 2010 - Presentation Transcript
1. Social-Local-Mobile The Power Triumvirate of 2010 Gillian Muessig – March 2010 Gillian Muessig President, SEOmoz
2. Web Search is Popular
3. Really, Really Popular... Source: ComScore, February 2009
4. But if You're Not in the Top Results
* Half of all users enter one search query only
* ~55% of users check out one result only
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* 1/2 of all results are not relevant to what the searcher wanted
- Source: (Penn State University Study 2007)
5. You're Nowhere
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* The opportunity lies in:
o Organic Listings
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7. The Object of all Marketing
8. Acquire (and Keep) Customers
9. Lower Acquisition Costs
10. Search Is Changing
11. Search Isn’t Going Anywhere
12. It Is Changing
13. There Are More Options
14. And More Devices
15. Mobile Marketing Is Growing
* Rail tickets predicted to be delivered to mobile phones in 2010 : 2 billion; in 2014 : 15 billion
16. Mobile Markets Are Diverse
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* 1.2mm per month in India alone
- Source: Juniper Research, February 2010
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* >90% web enabled mobile phone owners have made a purchase with their phone
- Source: Juniper Research, February 2010
18. Mobile is Different Than Desktop
* >47% purchased while ‘on the go’
- Source: Juniper Research, February 2010
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hot tip:
21. Market Demand Is Driving Mobile Marketing Source: MarketCharts.com, 2010 hot tip:
22. Social Media Source: FredCavazza.net
23. Social Media Landscape Expanding Source: FredCavazza.net
24. Top 10 Social Networking Sites Hitwise, February 2010
25. In 2007, Social Media officially became more popular than pornography
26. In 2008, Social Media became local-based and offline conversions breathed new life into Main Street
27. In 2009, InGame Marketing Helped Put a President in Office
28. Social Media in Gaming Source: Evan Fishkin, Portent Interactive, March 2010 hot tip:
29. Local Marketing: Gold in the LongTail Kelsey Group, March 2010 90% use search to research product purchases 48% use Internet Yellow Pages 42% use Comparison Shopping Sites 24% use vertical sites
30. Local Search Marketing hot tip:
31. Local Focused Marketing hot tip:
32. Local Search on the Road - UBL Source: AimClear.com 2008 hot tip:
33. The Skeksis Come Together
34. Social – Mobile – Local Power Triumpherate
35. What Runs the Triumvirate? Deep databases
36. What Can The Data Tell You?
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* How frequently. With whom
* What deals make them move/change
* Their interests
* Their purchasing ability
* Daily, weekly, monthly buying patterns
* That your customer searched for your product
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* Traffic
* Sales
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Gillian Muessing - Local-Social-Mobile: The Power Triumvirate of 2010
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Gillian Muessing - Local-Social-Mobile: The Power Triumvirate of 2010 - Presentation Transcript
1. Social-Local-Mobile The Power Triumvirate of 2010 Gillian Muessig – March 2010 Gillian Muessig President, SEOmoz
2. Web Search is Popular
3. Really, Really Popular... Source: ComScore, February 2009
4. But if You're Not in the Top Results
* Half of all users enter one search query only
* ~55% of users check out one result only
* 4/5 times, the abstract dissuades searchers from clicking
* 1/2 of all results are not relevant to what the searcher wanted
- Source: (Penn State University Study 2007)
5. You're Nowhere
6. PPC is No Longer the Answer
* Less than 10% of the clicks are made on paid ads
* More than 90% of Internet marketing budgets are spent on PPC
* The opportunity lies in:
o Organic Listings
o Alternate Engine Advertising
7. The Object of all Marketing
8. Acquire (and Keep) Customers
9. Lower Acquisition Costs
10. Search Is Changing
11. Search Isn’t Going Anywhere
12. It Is Changing
13. There Are More Options
14. And More Devices
15. Mobile Marketing Is Growing
* Rail tickets predicted to be delivered to mobile phones in 2010 : 2 billion; in 2014 : 15 billion
16. Mobile Markets Are Diverse
* >890mm web enabled mobile phones will ship in 2010
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- Source: Juniper Research, February 2010
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* >90% web enabled mobile phone owners have made a purchase with their phone
- Source: Juniper Research, February 2010
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- Source: Juniper Research, February 2010
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* Checking news headlines
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26. In 2008, Social Media became local-based and offline conversions breathed new life into Main Street
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- 1. Know Your Audience Taking the gamble out of gaming SEO
- 2. Your Audience 1 Who they are Where do they come from What do they want When do they play How you get more 2 3 4 5
- 3. Who is your audience? 1 Demographic information Who currently buys from you? highest volume Who are your best customers? highest value Use your data!
- 4. Use your audience data! 1 Social Media Research Track emergent keywords within your target market On Page Optimisation Build content that is designed for your audience Link Building Get links on sites that are demographically relevant Use your data!
- 5. Where do they come from? 2 Conversion information What channel converts best? Highest volume Lifetime value Conversion Rates Track your Traffic!
- 6. Go and find them! 2 Use interest based content Relevant lifestyle material It’s not all about odds! Invest in success Use your referrer data to engage in the right places more Mine affiliate data for display and link building opportunities Track your Traffic!
- 7. What do they want? 3 What Works? What attracts clicks SERP Message Conversions On page offers Revenue Engagement Lifetime Push their buttons!
- 8. Give it to them! 3 Reward with the right rewards Avoid one off gamers Avoid bonus hunters Invest in the high rollers Promote offers that are appropriate to the goal Push their buttons!
- 9. When do they Play? 4 Traffic Data for Keyword “Poker” Plan your strategy When is the volume highest? When are conversions best? When are customers most profitable? When do people join rather than play? Predict and Profit!
- 10. Be there when they are? 4 Google Caffeine gives instant results Schedule new content at peak times Publish new links ahead of peak demand Get social to support activity with real time channels Predict and Profit!
- 11. How you get more? 5 Talk to your customers In the right place With the right message At the right time Go All In!
- 12. Thanks! 6 Twitter: @yrewol Work: Latitudegroup.com Blog: quumf.com