Date post: | 19-Oct-2014 |
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Technology |
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SLIDE MASTER – COVERPAGEThe State of Search Marketing
Gillian Muessig – October 2009
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A Few Facts
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Web Search is PopularSearch Stats
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Really, Really Popular...
MS Bing28-30 mm/day
Ask10-13 mm/day
- Source: (ComScore + Nielsen + Hitwise)
Search Stats
Google:100-150 mm/day
Yahoo:60-65 mm/day
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And if You're Not in the Top Results
50% of users enter only 1 search query
~55% of users check out only 1 result
4/5 abstracts dissuade searchers
1/2 of all results are not relevant
- Source: (Penn State University Study 2007)
Search Stats
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You're NowhereSearch Stats
SLIDE MASTER – COVERPAGEReality Check: A Little Context
Gillian Muessig – October 2009
SLIDE MASTER – COVERPAGE
SEO is a Marketing & Sales Tactic
• Acquire Customers
• Lower Acquisition Costs
• Create Awareness
• Brand Your Products
How SEO Can Help Your Business
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Acquire CustomersHow SEO Can Help Your Business
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How SEO Can Help Your Business
Lower Acquisition Costs
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Create Awareness
How SEO Can Help Your Business
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Brand Your Products
How SEO Can Help Your Business
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The Tribal Speak of SEO
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SEO Language
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Paid Ad Marketing -• Banner Ads• PPC Ads• Text Link Ads• Affiliate Marketing
SEO Language
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SEO Language
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•Technical / On-page optimization• Content Development & Management• Keyword Targeting• Link Building• Social Media Marketing• Local Search Marketing• Mobile Search Marketing
Elements of Internet Marketing
Organic Search Marketing
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Elements of Internet Marketing
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SEOElements of Internet Marketing
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Not SEOElements of Internet Marketing
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What is SEO?
SEO
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What is SEO?
Not SEO
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Where We Are
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Technical / On Page Optimization
Current State of Search
• Slower changes• Clear, best practices• Tools clarify and
shorten the labor
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Search Engine Ranking Algorithms
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RelevanceElements of Internet Marketing
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PopularityElements of Internet Marketing
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TrustworthinessElements of Internet Marketing
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Offline PopularityElements of Internet Marketing
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TimelinessElements of Internet Marketing
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Elements of Internet Marketing
SLIDE MASTER – COVERPAGEWhere We’re Going
Emerging Trends in SEO
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…And What to Do About It
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More Crackdowns on Spam & Manipulation
Emerging Trends in SEO
bing
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Purchased Links
What to do about it
•More crackdowns, less value•…in some locations
• There’s more bang for your buck in• Badges• Social Media pushes, including video•Content creation
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More Awareness = More Competition
Emerging Trends in SEO
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More Data Sources for the Engines
Emerging Trends in SEO
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More Tools & Metrics
Emerging Trends in SEO
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More Options in the SERPsEmerging Trends in SEO
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Emerging Trends in SEO
Social – Mobile – LocalPower Triumpherate
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Emerging Trends
Social Media
• Social media is officially more popular than pornography• 96% of GenY & Millenials have joined
social networks• They wield >£200 billion in spending
power• And it’s growing, not going (away)
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Local Search MarketingEmerging Trends in SEO
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Emerging Trends
Internationalization
• There are more users online in China than anywhere else in the world•…and there’s only 20% penetration!• SEO is just arriving in the Middle East• France, Spain, Portugal have =/<30%
penetration of Internet in the home• Iceland is most connected
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Emerging Trends
Meanwhile, back at the ranch…
• UK just became the first major country to pass the watershed…• UK advertisers spend more on Internet than
TV…. Congratulations! You got the memo!•Web accounts for ~25% of all ad spending
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Emerging Trends in SEO
Mobile Search Marketing
• It’s that light you see at the end of the tunnel•…it’s a train•…and it’s coming straight at you
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Action Items
Things to Think About
• If your site isn’t optimized for mobile phones, turn off mobile in google adwords… saves $$• Should your site be optimized for mobile?•Will buyers research ‘on the road’?•Will buyers buy from mobile devices?
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Emerging Trends in SEO
New TLDs
• Today: 21 gTLDs (generic Top Level Domains)
•Within a few years… 1,000s of gTLDs
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Emerging Trends in SEO
New TLD - Ramifications
•Gives the 1.6B Users More Choices• Increased global reach• New marketing & ad opportunities•Makes your life a lot more complex
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Emerging Trends in SEO
New TLD - Challenges
• IP, trademark & copyright protection becomes more complex• Infringement potential increases
with every new TLD
©® TM
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Action Items
New TLDs
• Some will be “vanity” IPs• .verizon• .aol• .yourcompany?• .yourindustry?
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Action Items
Things to Think About
• How will fractionilizing of TLDs affect:•Marketing• Advertisinig• SEO
•Will TLD owners sell or restrict access to their properties?• Should I own one?
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Action Items
More Things to Think About
• How will you protect your brand name among 1000+ TLDs?• Reputation management will
increase in value, scope, and quantity•Multi-cultural translation will be
critical
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Facebook MySpace Emerging Trends in SEO
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Emerging Trends in SEO
Social Media Popularity Around the World
www.seomoz.org/article/social-media-marketing-tactics
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Action Items
Social Media
• Jump on the bandwagon• Set up, optimize, and cross link your
profiles in general and industry/interest specific social media sites• (twitter, facebook, myspace, WAYN,
linkedin, etc.)
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Action Items
Things to Think About
• Talk to yourself
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Stay Focused!Set Business Goals for SEO
• Search Referrals (Traffic)
• Conversions (Sales)
• SEO for Discoverability (Branding)
Action Items
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Pay Attention to TrendsThe Disconnect
Action Items
• 88% of Internet Marketing expenses are spent on PPC
• 12% is spent on SEO
• <10% of the clicks are on ppc ads
• >90% of the traffic comes from organic search results
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Action Items
Things to Think About
• How will you create ad budgets to address the changing buyers’ landscape?• How can you leverage offline ads to
enhance your online ppc and seo efforts?•Where does email fit in? Or does it at all?•Hint: Millennials think email is archaic
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Set Business Goals for SEO
• Search Referrals (Traffic)
• Conversions (Sales)
• SEO for Discoverability (Branding)
Action Items
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Create a Content & Keyword Strategy
Action Items
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Develop a Link Acquisition Strategy
Action Items
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Engage in Social Media
Action Items
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Require Actionable Analytics
Action Items
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Why Should I Care About Social Media Marketing?
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Reason #1
Social Media is officiallymore popular than
pornography
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Reason #2
14% say they generally trust ads
78% say they trust consumer recommendations
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What do I do now?
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Dive in
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LURKLISTEN
ANDLEARN
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Converse. Don’t talk “at”
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Tap into the power of the Linkerati
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Enjoy personal conversations
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In front of your entire customer base
Remember us?
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Have Some Fun
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Are there two of you?
That’s ok…
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Things to remember:• You’re at work• The world is listening• You really can’t take it back• Be a Scout… personable, friendly, helpful
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Bear In Mind
• SEO is not free (just high ROI)
• SEO is not guaranteed (the engines don't owe you)
• SEO changes constantly (so keep up to date)
• SEO is a tactic (but requires strategy)
• Stay the course (and get an expert on your team)
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