Search marketing - Gillian Muessig (SEOmoz)

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  • Today, it is a whole lot more.
  • Statstics can help us identify points of change that generate opportunities… and besides, I LOVE stats, don’t you?
  • According to the Kelsey Group (March 2010), 90% of respondents say they use search engines for research before making major and midrange purchases. 48% use Internet Yellow Pages. 42% use comparison shopping sites. 24% use vertical sites. Read more: http://www.smallbusinesssem.com/two-more-studies-confirm-people-research-online-buy-locally/2901/#ixzz0iPWvAsEQ
  • Local searches are happening in places and on devices most of us aren’t even thinking about. Check out UBL.org
  • Target Niche Markets Consider age, language, location, interests Target Niche Markets Consider age, language, location, interests Target Niche Markets: age, language, location, interests
  • Target Niche Markets Consider age, language, location, interests Target Niche Markets Consider age, language, location, interests Target Niche Markets: age, language, location, interests
  • Beginning with the wide business adoption of the Blackberry, web enabled cell phones took a giant leap forward with the release of Apple’s iPhone. Google’s Android and many other options now provide a deep and solid base of choices across all price points.
  • 1.2 million new users per month in India. Cell phone adoption in the US is already >50%.
  • Tell google that your website is available to mobile browsers
  • Use .m, iPhone or other cell –friendly indicators to let viewers know your site is available in a mobile browser.
  • Companies such as UBL manage your local listings
  • Search marketing - Gillian Muessig (SEOmoz)

    1. 1. How Search is Evolving & How to Keep Up
    2. 2. SEO is Still About Building Content Geared Towards Searcher's Interests
    3. 3. Building Search-Engine Friendly Sites & Pages
    4. 4. It’s About Marketing & Converting Online
    5. 5. ...and PPC & Banner Ads
    6. 6. But Now, There’s More Organic SEO SMM CRM thru SMM MMM SCM Local CRO
    7. 7. Change = Opportunity
    8. 8. The PPC / SEO Disconnect - Eye Tracking Data Source: Enquiro
    9. 9. The PPC/SEO Disconnect <ul><li>PPC spend = 92% of Internet marketing dollars </li></ul><ul><li><10% of all clicks are made on PPC ads </li></ul><ul><li>Organic clicks yield >90% of all traffic </li></ul><ul><li>8% of all SEM spend is spent on SEO </li></ul>
    10. 10. Stats
    11. 11. Google’s Global Share: Still Dominating
    12. 12. 2010 Monthly Trending Search Engines Market Share / Usage Trend
    13. 14. iPhone MarketShare: India
    14. 15. Social Media comprises the top 10 most popular searches in the world
    15. 16. Top Social Networking Sites in India 281 1,550 407 Shtyle.fm 233 1,807 542 Yahoo! Buzz 89 2,960 1,562 Ibibo.com 81 3,206 1,767 Zedge.net N/A 3,267 N/A LinkedIn.com 239 3,341 984 Twitter N/A 3,507 N/A Yahoo! Pulse 3 4,432 4,292 Bharatstudent.com 16 19,871 17,069 Orkut 179 20,873 7,472 Facebook.com 43 33,158 23,255 Social Networking 13 39,562 35,028 Total Internet : Total Audience % Change Jul 2010 Jul 2009 Total Unique Visitors (000) Total India - Age 15+, Home & Work Source: comScore Media Metrix
    16. 17. Online Marketing With Offline Conversions <ul><li>~$917 billion worth of retail sales last year were “web-influenced” </li></ul><ul><li>Online + web-influenced offline sales = 42% of total retail sales </li></ul><ul><li>By 2014, the web will influence = 53% </li></ul>Forrester Research March 2010
    17. 18. The Future of Search Marketing Gillian Muessig – August 2010
    18. 19. Traditional Search is Not Going Away
    19. 20. But There Are More Options
    20. 21. Mobile Marketing Is Growing <ul><li>Rail tickets predicted to be delivered to mobile phones in 2010 : 2 billion; in 2014 : 15 billion </li></ul>
    21. 22. Everywhere <ul><li>>890mm web enabled mobile phones will ship in 2010 </li></ul><ul><li>1.2mm per month in India alone </li></ul>- Source: Juniper Research, February 2010
    22. 23. And It’s Paying Off <ul><li>>90% web enabled mobile phone owners have made a purchase with their phone </li></ul>- Source: Juniper Research, February 2010
    23. 24. Everywhere <ul><li>>47% purchased while ‘on the go’ </li></ul>- Source: Juniper Research, February 2010
    24. 25. Market Demand Is Driving Mobile Marketing Source: MarketCharts.com, 2010
    25. 26. 2010 Strategy: Diversify Traffic Sources
    26. 27. Early Social Media Source: Wikipedia
    27. 28. Social Media Leverages Technology Source: evansavenue.files.wordpress.com
    28. 29. Again Source: FredCavazza.net
    29. 30. … and Again Source: FredCavazza.net
    30. 31. … and Again
    31. 32. Aug 26, 2010 facebook overtakes orkut in India
    32. 33. Social Media in Gaming Source: Evan Fishkin, Portent Interactive, March 2010
    33. 34. Why Should I, My Customers, or My Boss Care About This Social Media Stuff? I still don’t care!
    34. 35. Social Media Marketing officially became more popular than pornography in 2007.
    35. 36. Gillette Mach3 IGC 2010 set to become the WORLD’s biggest online gaming championship
    36. 38. Local Marketing: Gold in the LongTail Kelsey Group, March 2010
    37. 39. Local Search on the Road - UBL Source: AimClear.com 2008
    38. 40. Social – Mobile – Local Power Triumvirate
    39. 41. What Runs the Triumvirate? Deep databases
    40. 42. What Can The Data Tell You? <ul><li>Where your customers frequent. When </li></ul><ul><li>How frequently. With whom </li></ul><ul><li>What deals make them move/change </li></ul><ul><li>Their interests </li></ul><ul><li>Their purchasing ability </li></ul><ul><li>Daily, weekly, monthly buying patterns </li></ul><ul><li>That your customer searched for your product </li></ul><ul><li>Whether they exercise, drink tea, smoke have trouble sleeping, work 2 jobs… </li></ul>
    41. 43. What Have We Done?!
    42. 45. Search Marketing Choices
    43. 46. Mobile Search
    44. 47. The Web is becoming mobile
    45. 48. Consumption on Mobile Browsers Up
    46. 49. More Transactions on Browsers
    47. 50. 2010 Strategy: Mobile Sitemaps
    48. 51. 2010 Strategy: Deprecate Beautifully
    49. 52. 2010 Strategy: Test Mobile Apps
    50. 53. 2010 Strategy: Adopt the Right Tech Early www.squareup.com
    51. 54. Real Time Search
    52. 55. Twitter Search
    53. 56. Tweets in Google’s Results
    54. 57. Google Suggest – powered by tweets
    55. 58. 2010 Strategy: Twitter CRM
    56. 59. 2010 Strategy: Set Up Tracking
    57. 60. 2010 Strategy: Control the Conversation
    58. 61. 2010 Strategy: Learn Re-Tweet Optimization www.slideshare.net/danzarrella/the-science-of-re-tweets
    59. 62. Social & Search Are Driving Traffic That Doesn’t Convert on the First Visit
    60. 63. 2010 Strategy: Get Full Lifecycle Analytics
    61. 64. Or You’ll Never Know Which Source Sent Value
    62. 65. QDF & News Results
    63. 66. QDF Getting Faster Ranking within a few hours
    64. 67. 2010 Strategy: Break News First
    65. 68. News Results More Open They’ll let anyone in nowadays
    66. 69. News Results More Open Also, I really want to see SEO predictions from 1920-1929
    67. 70. 2010 Strategy: Become a News Source www.google.com/support/news_pub/bin/answer.py?hl=en&answer=40787
    68. 71. 2010 Strategy: Be a Scout <ul><li>Keep potential news / PR pieces ready </li></ul><ul><li>Be a leader – control the conversation </li></ul>
    69. 72. Personalized Results
    70. 73. Personalization by Default Only one chance at a 1 st impression
    71. 74. We Trust Each Other We Don’t Trust Mega-Corp <ul><li>14% say they generally trust ads </li></ul><ul><li>74% say they generally trust peers </li></ul><ul><ul><li>This is especially true of health related issues </li></ul></ul>
    72. 75. The Entrance of Social Results
    73. 76. 2010 Strategy: Get Your Users Clicking
    74. 77. 2010 Strategy: Get Your Users Connected
    75. 78. Local Search
    76. 79. More Queries w/Local Results
    77. 80. 2010 Strategy: Get Local Listings
    78. 81. 2010 Strategy: Get Local Listings Right Important Very Important
    79. 82. Facebook’s Dominance
    80. 83. People Spending More Time on Facebook 5.5% of all Time Online Spent on Facebook
    81. 84. Facebook as a Business Network
    82. 85. 2010 Strategy: Run Facebook Ads
    83. 86. 2010 Strategy: Get a Profile + Fans
    84. 87. 2010 Strategy: Don’t Ignore Vertical SMM
    85. 88. The Web’s Shifting Link Graph
    86. 89. Links Becoming Tweets & Status Updates SORRY I ATE YOUR LINK GRAPH!
    87. 90. 2010 Strategy: Become Relevant to Social Media Users
    88. 91. 2010 Strategy: Analyse What Readers Read <ul><li>The brain loses attention after 10 minutes in class </li></ul><ul><li>You lose readers after 10 seconds online </li></ul>
    89. 92. 2010 Strategy: Get an Audit <ul><li>Get a landing page optimization audit </li></ul><ul><li>A/B and multivariate test everything </li></ul>
    90. 93. Linkerati Getting Stingier
    91. 94. 2010 Strategy: Share & You Will Get More
    92. 95. Post Click – Conversion Optimization
    93. 96. 1. Testimonials Placing a testimonial on your final conversion page can reduce abandonment by up to 16% .
    94. 97. 2.Videos Adding a video from the founder of the company can increase your leads by up to 17% .
    95. 98. 3. Badges Placing a Better Business Bureau logo or other comfort related badges, such as hacker safe, on your website can increase conversions by up to 3% .
    96. 99. 4. Showing Off Placing INC 500, Deloitte, Fast 500 and similar badges on your site can decrease conversions by up to 2% .
    97. 100. 5. Opt-In Box Placing a testimonial below your option box can increase opt-ins by up to 9% .
    98. 101. 6. Audio Testimonials Adding audio testimonials below tangible products can increase conversions by up to 6% and 4% on virtual goods .
    99. 102. 7. Lucky Number 7 Having your price points end with “ 7” can increase conversions by up to 6% .
    100. 103. 8. 1-800 Number Having a toll free number in addition to a local phone number can increase sales by up to 8% .
    101. 104. 9. Money Back Guarantee Using a 45 day money back guarantee instead of a 30 day money back guarantee can reduce returns by up to 21% .
    102. 105. 10. Red Text Having red text on a squeeze page (lead gen) can increase conversions by up to 13% and having red text on an ecommerce site can reduce conversions by up to 16% .
    103. 106. + 1 more. Live Chat Add a live chat to your website can increase conversions between 5- 13%
    104. 107. [email_address] @SEOmom Use code: WHITEHAT2010 25% discount

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