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SEO, SEM, SMM, Oh My!
Basic Concepts Language Industry Trends
SEO is Building Content GearedTowards Searcher's Interests
Building Search-Engine FriendlySites & Pages
Marketing on the Web
Stats & Information About
Search Engines & Searchers
In Dec 2009, an Est. 1.8 Billion People Used the Internet
Global Browser Marketshare
Global Search Engine Marketshare
Internet vs Search Use
Total World: Age 15+, Home and Work Locations excluding traffic from public computers such as Internet cafes or access from mobile phones or PDAs. Source: comScore qSearch 2.0.
On a typical day, how many Internet users also use search engines?
In 2002, 33% used search engines In 2009, 58% used search engines
Search is growing faster than other activities on the web, quickly outpacing other information gathering sources.
Who’s Searching?
*Searches based on “expanded search” definition, which includes searches at the top properties where search activity is observed, not only the core search engines
131 billion searches were conducted in December, 2009
- Source: Hitwise:http://www.hitwise.com/us/datacen
ter/main/dashboard-10134.html
Social Media comprises the top 10 most popular searches in the world
Who’s Being Sociable?Social Networking grew 25%
globally in the past year.
How Does Search UsageDrives Offline Behavior?
Online Reviews Impact Offline Purchasing Behavior
Service Percent of Review Viewers
Subsequently Making a Purchase
Restaurant 41%
Hotels 40%
Travel 27%
Automotive 24%
Home 19%
Medical 14%
Legal 8%
Source: comScore, Inc./The Kelsey Group, October 12-18, 2007
Where Are the Sales Opportunities?Where Adoption is Low….
73.60%
59.50%
48.10%
24.10%
21.90%
21.30%
15.30%
5.30%
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00%
North America
Oceania/Australia
Europe
Latin America/Carribean
World Average
Middle East
Asia
Africa
Global Internet Penetration Rates
Source: Internet World StatsPenetration Rates are based on a world population of 6,7 billion for mid-year 2008 and 1.46 billion estimated Internet users.
Where Are the Sales Opportunities?…and Population is Large
Source: Internet World StatsPenetration Rates are based on a world population of 6,7 billion for mid-year 2008 and 1.46 billion estimated Internet users.
The Disconnect
- Eye Tracking Data Source: Enquiro
The Disconnect
88% of all Internet marketing dollars are spent on PPC
<10% of all clicks are made on PPC ads
>90% of all traffic comes from clicks on organic search results
11% of all SEM spend is spent on SEO
The Language / Tribal Speak of
Search Engine Marketing
The Language of SEO
SEO = Optimization in the organic search engine results pages (SERPs)
The Language of SEO
PPC = pay-per-click, paid advertising on search engines
The Language of SEO
SEM = Optimization of PPC (paid search) advertising campaigns
The Language of SEO
SMM = Social Media Marketing
The Language of SEO
SMS = Text on a cell phone
The Language of SEO
Mobile Marketing = • Optimization of websites for viewing on a mobile browser/screen
• Advertising on mobile devices• Text message advertising• Mobile e-commerce optimization and promotion
Why Do We Need
Search Engine Marketing?
Limitations of Search Technology
Not All Content Can Be “Seen”
Keywords are Required
Site Structure Matters
Popularity/Links Matter
Targeting Issues
Emergence ofNew Threats & Opportunities
• News• Blogs• Shopping• Local• Images• Video• Advanced Search• What’s Next?
Threats & Opportunities
Threats & Opportunities
Threats & Opportunities
Threats & Opportunities
Threats & Opportunities
Internet Marketing Channels
PPC AdvertisingPay Per Click
Bidding and paying for placements on search engines, major and niche
Goal: visibility and traffic for specific search queries
Internet Marketing Channels
Display Advertising
Placing ads on third-party websites Goal: Branding Examples: banner ads, video ads, interactive ads overlays, interstitials
Internet Marketing Channels
Online PR
Generating Media from Online Outlets Goal: Branding and traffic Examples: PRNewswire, PRweb, Internet
media focused PR agency work
Internet Marketing Channels
SEO
Earning Rankings in the organic search results of major search engines
Goal: Targeted traffic Examples: keyword research, on page
optimization, link building
Internet Marketing Channels
Affiliate Marketing
Incentivizing other websites to push your product
Goal: Targeted traffic Examples: Commission Junction,
inhouse affiliate programs
Internet Marketing Channels
Social Media Marketing
Leveraging social media platforms Goal: Branding and traffic Examples: twitter, facebook group pages,
pushing content to Digg, Reddit and other platforms
Internet Marketing Channels
Viral Content Campaigns
Generating creative content to spread your message throughout the web
Goal: Branding and traffic Examples: linkbait production, viral video,
guerrilla marketing
Internet Marketing Channels
Conversion Rate Optimization
Improving the landing pages and path to completion of sale (conversion)
Goal: increased sales/conversions Examples: split and mulitvariate testing,
click through improvements, etc.
Required Reading
Beginner’s Guide to SEOhttp://www.seomoz.org/article/beginners-1-page
SEO Mythshttp://searchengineland.com/36-seo-myths-that-wont-die-but-need-to-40076?utm_source=twitterfeed&utm_medium=twitter
SEO Developer’s Cheat Sheethttp://www.seomoz.org/user_files/SEO_Web_Developer_Cheat_Sheet.pdf
Additional Resourceswww.seomoz.org – read the PRO guides, blog, and watch WhiteBoard Friday
SLIDE MASTER – COVERPAGE
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