The document discusses taking search marketing to the next level. It provides information on search engine market shares, with Google having 65.8% of US searches. It discusses how search and social media are converging, with participation on social media becoming crucial for success. It also outlines strategies for generating keyword-rich content, including finding content internally from employees and externally from industry sites, and ways to optimize content for search engine rankings and conversions. The document concludes by discussing Google's real-time search capabilities and the future of search shifting to an "real-time information provider" model.

1. Taking Your Search Marketing to the Next Level, 2010September 3, 2010Shari L.S. WorthingtonTelesian Technology

2. AgendaMarket dataSearch & social mediaConversionsLink buildingReal-time searchYahoo-BingPay Per ClickFuture of search

3. Google & the Power of SearchGoogle revenue 2009 increased 9% to $23.7 billionCompare to B2B print media down 30%Search engines do what B2B media was created forTargeted advertising aimed at buyers researching purchasesSearch is no longer limited to the search enginesRaw usage numbers are too big to ignoreLinkedIn: over 60 million usersTwitter: over 75 million usersYouTube: over 100 million visitors per monthFacebook: over 400 million usersCompare to Google’s 359 million visitors in March

4. Search Market Share, July 2010Google65.8% US search share10.263 billion searchesYahoo17.1% US search share2.661 billion searchesMicrosoft11.0% search share1.712 billion searchesFacebook

5. 395 million searches (Jan 2010)

6. Redesigned search box so more prominent

7. Bing partnership displays Facebook results

8. Facebook ads used to be Microsoft, now in-houseHow Google’s Algorithm Rules the Web

11. Search & Social MediaAdvertising model is less compellingRelationships matterAlways been the case in B2BConvergence of professional and personalMust meet corporate goals and individual needsSearch: site with the most quality content winsSocial Media: site with the most connected people winsParticipation is now crucial for success

12. Search & Social MediaGoogle has always been a social siteNatural search popularity is measured byLinksMentionsRecommendationsInteractionsPaid search has its placeVisibilityGetting in front of hot issues fast

16. Top Challenge:Generating Shareable, Keyword Rich ContentEveryone is publishing volumes of content, which makes it hard for marketers to rise above the noise while continually producing fresh content.

17. Customers are not looking at information from just one source—and especially not from just one company.

18. Customers are increasingly consuming expert and community content as a part of the buy cycleBy 2013 the quantity of information on the Internet will double roughly every 72 hours

19. What Content?Start with what you have & focus on KEYWORDSTurn anything printed into digitalWhite papersCase studiesBrochuresPPTs (speaking ops, seminars)NewslettersArticles

20. Find Good Content InternallyNot everyone can generate content, need to find those who have high value informationWhere are those pockets of info?Product managersEngineersCustomersApplication engineersService personnel

21. Find Good Content Externally80:20 rule external: internal contentPull RSS feeds on:Industry and analyst web sitesTwitter search phrasesFacebook streamsGoogle blog searchesIndustry web site aggregatorsSocial network aggregation tools HootsuiteTweetdeck

22. Add Digital Content Beyond PDFShift to on-demand consumption of infoWebinarsPodcastsVideos183 million US Internet users watched online video during the month of May. YouTube.com achieved record levels of viewing activity with an all-time high of 14.6 billion videos viewed and surpassing the threshold of 100 videos per viewer for the first time. US Internet users watched nearly 34 billion videos in May, with Google Sites ranking as the top video property with 14.6 billion videos, representing 43.1% of all videos viewed onlineWeb sites featuring videos have a significant SEO advantage in Google’s integrated searchDeploy across entire web site, not just on home page

23. Content & On-Page SEOOn-page SEORelevant keywords flow naturally in visible contentFeeds long tail of searchKeyword density increases quality of page perception by search engine

25. Content & ConversionsConversionsA/B testing with Google Website OptimizerLess is more, e.g. fewer distractions, focus on actionDon’t increase conversions if a big sacrifice for traffic

26. Content & Link BuildingLink worthinessProvide something unique or compelling so people will want to link to your siteUse only relevant content and industry linksDon’t fall for scamsSocial mediaWill users of Twitter and LinkedIn start sending around links to your content?

27. Benefits of Regular Content CreationNew content being shared regularlyDrives better natural search engine optimizationInvites engagement with communityProvides more opportunities to communicate, share valuable information that isn’t pure marketing and sales orientedBuilds expertise & trust

33. Google’s Real-time Search

34. Google’s Blog Filter

49. Level the Playing Field

50. 80-20 Rule for SEO EffortsDirect request link buildingBacklinking is less popularCould end up on a link farmBad neighborsRedirect before link back to your siteBuild lists of potential target sitesReach out to them manuallyPartners, channel, third-parties, blog commentsLots of work but pretty much guaranteed your competitors aren’t doing thisPrioritize link targets; use SEOmoz’s Open Site Explorer for metrics on value of link

53. Yahoo!-Bing IntegrationYahoo Sponsored Search has switched Microsoft adCenter Shorten ad titles and descriptionsYahoo Sponsored Search had 40 character limitadCenter has 25 character limitSlightly shorter ad descriptionsYahoo had 71 character limitadCenter has 70 character limit

56. Yahoo!-Bing IntegrationExpand keyword listsYahoo maps keyword variations to primary form of wordadCenter treats singular/plural variations and common misspellings as individual keywords, e.g. car, cars, casrIncreases keyword list but provides more controlReporting changesYahoo reporting won’t transition to adCenterExtended period of access through Yahoo interface

57. Google AdWords PPCFirst personalized search, now personalized text adsAdd display ads to SERPsAlong the lines of Google’s “universal search,” we will see “universal paid search”Increase ad diversityTextProduct listings & extensionsComparative adsPlus box

60. Beyond AdWords Click-Through RateNew calls to action/ conversion eventsComparative ads

62. Google Contact Form ExtensionsOnly the position #1 will be available for the drop down contact form

63. Contact Form Extensions

64. Contact Form ExtensionsLeads will be priced with your maximum cost-per-click bid during the beta test Google will be collecting the phone number and name from your contact form You can provide Google with up to 3 custom questions they’ll include in your contact form in addition to basic information like name, address, phone, etc. Google will show some or all of your custom questions based on a quality algorithm in which they did not mention the details of. For now, they’ll only take phone leads, so you must provide a contact phone number in your form in order for people to call in and ‘hopefully’ become a lead. In the future they do plan to provide leads through email or live chat.

65. Future of SearchShift in way people use the webClick on search resultVisit a pageClick on another linkVisit another pageBut people spend more time receiving than searchingMonitoring…tweets, updates, headlines, blog feedsTransition from search to “real-time information provider”

66. Questions?Thank you!!Shari L.S. Worthington Phone: 508-755-5242sharilee@telesian.comBlog: http://blog.telesian.comTwitter: www.twitter.com/sharileeLinkedIn: http://www.linkedin.com/in/sharilee