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SEARCH MARKETINGSTILL THE KILLER APPOF ONLINE PRESENCEDayn Wilberding, Director of Digital Culture : Grady BrittonBen Lloyd, President : Amplify InteractivePRESENTED BY PORTLAND BUSINESS JOURNAL - 2010 BIZDEV SEMINAR SERIES #3
Let’s review.
Online Presence / Social Media / Search Marketing
The Web is dead. Long live the Internet.Less about browsing and more about getting.
BRAND
visitor content
browser
web
visitor content
browser
internet
Your Website
BRAND
Your Website Your Online Presence
Human view
Your Website Your Online Presence
Search Engine view
Identity has evolved.
What does that mean for search marketing?
Search Marketing: (Still) the Killer App of Marketing Your Business Online
Twitter: @AmplifySEM
PAID RESULTS VS ORGANIC (SEO)“SEM” Refers to Both
PPC - 20% of Clicks
SEO80% of Clicks
Twitter: @AmplifySEM
WHY IS SEARCH SO CRITICAL?
• Over 80% of all Internet traffic begins at a search engine
• 63% of users research buying decisions online
• 61% of users visit your brand Website before buying (even if buying offline)
• Consumers turn to information sources that aren’t your Web site– Search is about “getting found”– You’ve got to extend your brand
Twitter: @AmplifySEM
SPEND YOUR MONEY ON SEM
Search Engine Optimization (SEO)
House Email Marketing
Paid Search Marketing (PPC)
Direct Mail
Public Relations
Online Advertising
Print Advertising
0% 25% 50% 75% 100%
27%
14%
28%
14%
6%
9%
11%
32%
39%
9%
34%
11%
11%
4%
27%
31%
24%
25%
30%
17%
18%
14%
17%
39%
28%
53%
63%
67%
Strongest Tactic Highly Variable Low Value Tactic Hard to Gauge
MarketingSherpa 2009-2010 Search Marketing Benchmark Report
In-House Marketers Compare ROI of Marketing Tactics
Traditional Keys to Search Marketing
Twitter: @AmplifySEM
HOW (AND WHY?) DOES SEARCH WORK?
Speak the same language as your target audience Keywords are like market research
Twitter: @AmplifySEM
SEARCH ENGINES CAN DO 2 THINGS
• Read Text and Follow Links• Rankings are based on those 2
cues alone• This is the past, present and
future of search
Twitter: @AmplifySEM
Influence Rankings•Title Tag - unique to every page•Body Copy - if you don’t say it, don’t expect to rank for it•Anchor Text•Categorized Content & Cross Links
SEO PRIMER: OPTIMIZE YOUR SITE
Twitter: @AmplifySEM
#1 SEO Take Home Tip:Turn Images and JavaScript off and review your site…This is how a search engine sees your site
SEO PRIMER: WHAT SEARCH ENGINES SEE
Same Page with Images Turned Off•Can Still Navigate•Can Still Read Copy•Image Links Replaced with Text LinksIf You CAN’T Get Around Your Site This Way -
Neither Can a Search Engine Spider
Twitter: @AmplifySEM
SEO PRIMER: WEBMASTER TOOLS
Twitter: @AmplifySEM
On-Site Optimization is Absolutely Critical…
…But How Do You Win?
Twitter: @AmplifySEM
AUTHORITY MAKES SEARCH GOAuthority: Links = Authority = Rankings
24%
22%
20%
15%
7%6% 5%
Trust/Authority of Host DomainLink Popularity of Specific PageAnchor Text of External LinksOn-Page Keyword UsageTraffic and Click Through DataSocial Graph MetricsRegistration and Hosting Data
The takeaway? On-site optimization is critical, but links and other off-site factors are a tremendous part of the ranking algorithm-Source: 2009 SEOmoz study “Search Engine Ranking Factors”
Overall Ranking Algorithm
Twitter: @AmplifySEM
BUT SEARCH IS NOW BIGGER THAN YOUR SITEThe Content and the Experience Matter - Not the Container
Twitter: @AmplifySEM
FUTURE OF SEARCHSEM & Other Disciplines Need to Work Together to Build Authority
Twitter: @AmplifySEM
SEARCH IS BIGGER THAN YOUR SITEA Practical Example
LESSONS?:•Build and curate your presence•Own your reputation•Everything that goes online can be leveraged for search
Twitter: @AmplifySEM
BUT YOU ARE NOT IN CONTROL
3rd Party Site
BUT YOU ARE NOT IN CONTROL
3rd Party Site
Twitter: @AmplifySEM
WHAT’S IT ALL MEAN?
• Content is indeed still king• But content takes many different forms
• Search engines are trying to present the most timely & relevant content
• Marketers have got to become content generators• Content will beget links (authority)
• Links will beget rankings
• Social is an opportunity to create links with content
• So, combine your SEO & social efforts
Twitter: @AmplifySEM
Build Authority: Social Supports SEOSocial Media Reaches the People With the Power to Link
Appealing to the types of users who have the power to link will generate more links, which raises a site’s authority
What Types of Users Link?• Website/Blog owners (ie – they have
the ability to link!)• Participate in social media sites,
forums & groups• Looking for great “stories” to share
Twitter: @AmplifySEM
WHAT MAKES CONTENT SHAREABLE?Find relevance between your keywords and current trends & topics
Tap into topics of discussion around a keyword
Latch on to current topics - find a tie-in
Twitter: @AmplifySEM
HEDGE YOUR BETS - KNOW THE PLAYING FIELD
7 Scientifically Proven Ways to Get Shared on Facebook - Dan Zarella, HubSpot, FastCompany - 2010
Twitter: @AmplifySEM
TAKEAWAYS FOR SEO & SOCIAL
• Both SEO & Social thrive on content– Create timely content to increase the
likelihood of sharing• Organizations & marketers must adapt
– Marketing organizations must become publishers
• Break down barriers to publishing– Timeliness is key– You need a blog– Does IT or Legal = business prevention?
Fix it.• Learn to listen, engage
So that’s what’s happening with search nowBut what’s in store for the future?
Twitter: @AmplifySEM
Are Users Searching on Social Sites? • Only for people • “Lazy Web” or “Crowdsourcing” > Users ask
for ideas & recommendations– Become part of the network– Join the conversation– Have a good reputation
• Users fan/follow brands– Be findable
• Users give opinions on brands– Monitor and engage
• Users attend offline events / meet ups to connect over similar interests– Connect & win fans offline (engage/
sponsor/support/organize)
Twitter: @AmplifySEM
Google’s Take - Social Circle
• Integrating content from your connections• Impact: You’ve gotta be connected
Twitter: @AmplifySEM
BONUS “FUTURE OF SEARCH” TIP MOBILE INCREASES IN IMPORTANCE
Mobile Internet usage is exploding with the adoption of smart phones
Mobile searchers are task-oriented, close to converting You must consider the mobile experience for your
visitors Are content needs & conversion points different?
What about an App? Many times mobile visits are a result of social apps -
sharing is likely to result in mobile visits Is your content mobile-friendly?
PPC can be targeted at mobile SEO is about the same, but what do the results look
like?
Twitter: @AmplifySEM
SEM PUNCH LIST• Know your keywords & put your finger on the pulse• Optimize your site• Build authority
– No social strategy? Get one.– Make sure SEM, PR, Social & Creative are talking– Content - remove barriers to nimble & frequent
publishing
• What’s your mobile strategy?
THANKS!Get the paper:
www.amplify-interactive.com/pbjOther links:
http://www.delicious.com/Amplify.Interactive/pbjhttp://www.sempdx.org/
TOP 6 BIZDEVSERIES TAKEAWAYSGo forth, and multiply your presence.
1TOP 6 BIZDEV TAKEAWAYS
Think beyond the browser.
2TOP 6 BIZDEV TAKEAWAYS
Become a content generator.
2bTOP 6 BIZDEV TAKEAWAYS
Have a blog.(Become a content generator.)
2cTOP 6 BIZDEV TAKEAWAYS
See also 2a.(Become a content generator.)
3TOP 6 BIZDEV TAKEAWAYS
Consider the context.
4TOP 6 BIZDEV TAKEAWAYS
Know your audience.
5TOP 6 BIZDEV TAKEAWAYS
Build authority, everywhere.
6TOP 6 BIZDEV TAKEAWAYS
Make your online presence a priority.
Thank you.
Amplify-Interactive.com
GradyBritton
delicious.com / daynw / pbj1delicious.com / daynw / pbj2delicious.com / Amplify.Interactive / pbj