The Shift For Driving Search Marketing Success [Webcast]

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  • #AISMediaEdu

    Thomas Harpointner Founder & CEO, AIS Media Inc.

    Your presenter

  • TRANSFORMATION 2015 | #AISMediaEdu

    Interactive Webinar Agenda

    Online Survey

    Q & A Session

    Tweeting LIVE #AISMediaEdu

    Special Offer

  • Atlanta Dallas

  • Award-Winning Design Team

    TRANSFORMATION 2015 | #AISMediaEdu

  • Featured Clients & Attendees

    TRANSFORMATION 2015 | #AISMediaEdu

  • Featured Clients & Attendees

    TRANSFORMATION 2015 | #AISMediaEdu

  • Where Youve Seen Us

    TRANSFORMATION 2015 | #AISMediaEdu

  • SOCIAL

    CRM & MA

    ANALYTICS

    SEARCH EMAIL

    DESIGN

    STRATEGY

    TRANSFORMATION 2015 | #AISMediaEdu

    CONTENT

  • Lift

    Delivered.

    Brand Awareness

    Buyer Engagement

    Sales Performance

  • Copyright 2014, AIS Media, Inc.

    Videos Articles Webinar Use Case Specs PR

    EMAIL

    SOCIAL

    SEO

    WEB

    PRESENCE

    MARKETING

    AUTOMATION

    LEADS / SALES

    DESIGN

    CONVERSION

    Papers

    CRM

    1 2

    3

    5 DISPLAY

    CONTENT

    DIG

    ITA

    L M

    AR

    KE

    TIN

    G

    CH

    AN

    NE

    LS

    PPC

    TECHNOLOGY

    4

    Integrated Digital Marketing

    ANALYTICS &

    OPTIMIZATION

  • The Big Shift in Search Marketing

  • TRANSFORMATION 2015 | #AISMediaEdu

    The buyer journey has evolved. Again.

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    of U.S. internet users now search online before they buy. 97%

    Source: BA Kelsey

  • Mobile Surpassing Desktop

    54.9

    61.6

    69.2

    77.1

    85.9 85.6

    19.7

    30.7

    46

    63.7

    85.9

    113.4

    0

    20

    40

    60

    80

    100

    120

    2011 2012 2013 2014 2015 2016

    Bill

    ion

    s

    U.S. Local Search Market: Mobile vs. Desktop

    Desktop Mobile

    Source: BIA/Kelsey

    TRANSFORMATION 2015 | #AISMediaEdu

  • $4.92

    $8.72

    $12.85

    $17.87

    $21.73

    $25.69

    2013 2014 2015 2016 2017 2018

    U.S. Mobile Search Ad Spending 2013 - 2018

    TRANSFORMATION 2015 | #AISMediaEdu

    Mobile Ad Spending on Rise

  • TRANSFORMATION 2015 | #AISMediaEdu

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    Most consumers now start

    on a smartphone.

    path to purchase

  • Search marketing goals have evolved.

    TRANSFORMATION 2015 | #AISMediaEdu

  • Both B2B & B2C search marketing goals have evolved from increasing search engine rankings and driving website traffic to maximizing conversations & ROI.

    Attract Engage Convert

    $ $ $

    TRANSFORMATION 2015 | #AISMediaEdu

  • TAKEWAY: Conversion is the new search

    marketing KPI.

    TRANSFORMATION 2015 | #AISMediaEdu

  • Mobile Search Optimization

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    of all mobile searches have local intent. 50%

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    Source: Google/Nielsen

    of mobile searches are driven by speed and convenience. 81%

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    Mobile users have half the bandwidth and are twice as impatient.

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    Research has shown that any delay longer than a second will cause the user to interrupt their flow of thought, creating a poor experience. We must deliver and render the above the fold (ATF) content in under one second, which allows the user to begin interacting with the page as soon as possible.

    https://developers.google.com/speed/docs/insights/mobile

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    Page

    Views Customer

    Satisfaction Conversion

    Rates

    +11% +16% +7%

    A 1 second decrease in website load time results in

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    Recommendations Grade

    Leverage browser caching

    Serve static content from a cookieless domain

    Specify a Vary: Accept-Encoding header

    Minimize redirects

    Remove query strings from static resources

    Avoid bad requests

    Minimize request size

    Specify a cache validator

    50 0-64 65-84 85+

    Urgent

    Fix

    Needs

    Improvement

    No Change

    Needed

    70

    100

    100

    Overall Grade Requests Load Time Page Size

    91/100 70 9.81s 1.0MB 98

    Performance

    Example: Site Speed Performance Test

    Results

    100

    100

    100

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    Bad Signals Lead to Bad SEO

    Broken links 404 errors 301 (redirects) Poor site map Missing images tags

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    Violation Title Level Category Count

    The description is missing. Warning SEO 12

    The URL for the hyperlink is broken. Error SEO 1

    The page contains broken hyperlinks. Error SEO 38

    The tag does not have an ALT attribute defined. Warning SEO 985

    The tag is missing. Warning SEO 1

    The title is too long. Warning SEO 20

    The page contains multiple tags. Warning Standards 38

    The description is missing. Warning SEO 12

    Total Errors 1,107

    Example: Technical SEO Analysis Details Below are the specific critical errors found on the website, which may adversely affect organic search rankings.

  • TRANSFORMATION 2015 | #AISMediaEdu

    REPORT: Mobile Configuration Errors Cause 68% Smartphone Traffic Loss

    Source: Brightedge

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    Dont look foolish!

  • +147% display campaign ROI

    +418.75% page #1 rankings

    +185.26% increase in organic

    search traffic

    Client Case Study

  • TAKEAWAY: Make mobile SEO a priority.

    TRANSFORMATION 2015 | #AISMediaEdu

  • TRANSFORMATION 2015 | #AISMediaEdu

    Does your site pass

    Googles mobile-friendly test?

    Get your site analyzed. Free.

    Details at end of presentation.

  • User Experience

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    Search engines assess a

    website by its user on-site

    engagement. Usefulness and

    user experience affect a

    websites popularity, which is a critical factor that influences

    search engine rankings.

  • TRANSFORMATION 2015 | #AISMediaEdu

    Big Changes Coming (Again) to Googles Search Algorithms Beginning April 21, 2015 the

    company will increase the

    ranking of sites that have a

    mobile-friendly design.

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    http://thenextweb.com/insider/2015/02/26/google-will-rank-your-site-higher-if-its-mobile-friendly-starting-april-21/

    We see these [mobile-friendly] labels as a first step in helping mobile users to have a better mobile web experience. We are also experimenting with using the mobile-friendly criteria as a ranking signal.

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    How Much Business Will You Lose From the Upcoming Mobile SEO-Pocalypse?

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    Previous Webinar Poll Results

    Question #6 How far along are you in terms of

    developing a mobile-first strategy for

    your digital marketing?

    52% 35%

    13% Haven't Started

    Greater Than 30 Days

    Less Than 30 Days

    Question #5 Have you verified that your mobile site

    passes Googles mobile-test?

    18%

    82%

    Yes

    No

  • TRANSFORMATION 2015 | #AISMediaEdu

    Award-Winning Responsive Design

    www.WakeForestInnovations.com

  • TAKEAWAY: Optimize the user experience

    for higher search engine rankings.

    TRANSFORMATION 2015 | #AISMediaEdu

  • User Behavior

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    Source: Wordstream

    89.82% of people click links on the first page of search results.

    45.5% of people couldn't distinguish paid from unpaid ads on search engine results pages.

    Key search behavior facts we know

    Paid

    Organic

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    55% of consumers using mobile to research want to purchase within the hour.

    Source: Nielsen & Google, Mobile Path to Purchase, Five Key Findings, 11/2013

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    Mobile Search = High Purchase Intent

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    What are mobile searchers looking for?

    Locations Coupons Contact Info

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    Google Maps is a New User Interface (UI)

  • TRANSFORMATION 2015 | #AISMediaEdu

  • TAKEAWAY: Create an online experience

    that meets user intent.

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  • Timing & Geotargeting

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    RF Technology Game changing tool for marketers

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    Location is the new cookie. It represents a way to track the movements of consumers over time and media types. Geolocation, geofencing and beacon technologies make real-time 1-on-1 marketing a reality.

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    Connecting with the right audience, at the right place at precisely the right time.

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    45% of all mobile searches are goal-oriented and conducted to help make a decision. This rises to 64% when the user is in-store.

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    The RetailMeNot

    app targets

    potential

    customers using

    geotargeting

    technology.

  • TRANSFORMATION 2015 | #AISMediaEdu

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    Case Study: Turning Cancelations Into Customers

    Key Results Include: 266% increase in non-brand mobile bookings, which

    led to a 115% increase in non-brand mobile

    investment

    650% increase in share-of-voice for key travel search queries

    375% increase in conversion rate; 60% bookings lift across non-brand campaigns

    98% increase in CTR across non-brand campaigns

  • Measuring & Analytics

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    Shift from creative-driven to data-driven marketing

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    19% 18% 17% 16%

    30%

    11% 12% 12% 11%

    54%

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    Top 20%

    Bottom 80%

    My company has

    adopted testing as a

    form of decision-

    making

    My team has adopted

    testing as a form of

    decision-making

    I have adopted testing

    as a form of

    decision-making

    The marketing dept. has

    adopted testing as a

    form of decision-making

    Testing is not a

    priority in my

    company yet

    What statement best describes your

    organizations current approach to testing?

    Source: Adobes 2014 Digital Marketing Optimization Survey

  • TRANSFORMATION 2015 | #AISMediaEdu

    Effectiveness: Can users achieve their objectives on your website?

    Efficiency: How quickly can users achieve their objectives on your website?

    Learnability: How easy is it for users to accomplish simple tasks the first time they encounter your website?

    Memorability: How quickly and easily can repeat users remember how to use your website in order to accomplish their goals?

    Error Prevention/Handling: How does the website help users recover from errors? Does the website implement defensive design?

    User Satisfaction: Do users like using your website and recommend it to others?

    Analyze, Test & Measure:

  • TRANSFORMATION 2015 | #AISMediaEdu

    In addition to

    analytics, use

    website heat maps

    to illustrate how

    your audience is

    engaging with your

    content.

    Leveraging Heat Maps

  • Sept JanApr Dec Jan Mar

    Copyright AIS Media, Inc. 2014

    Measurable Performance Delivered through Testing & Optimization

    TRANSFORMATION 2015 | #AISMediaEdu

  • Looking Forward

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    Wearables are coming

  • TRANSFORMATION 2015 | #AISMediaEdu

  • TAKEAWAYS FOR

    SEARCH MARKETING

    SUCCESS KEY 2015 1. Search marketing has evolved. Focus is on conversions, not just search

    rankings and traffic.

    2. Mobile-friendly design impacts search rankings. Make user experience a priority.

    3. Create content with mobile audiences in mind.

    TRANSFORMATION 2015 | #AISMediaEdu

  • FREE EXCLUSIVELY FOR WEBINAR ATTENDEES

    FREE Website Performance Analysis

    Site speed analysis Mobile friendly test Technical SEO audit 30-Minute consultation

    Call: 404.751.1043 Email: info@aismedia.com

    TRANSFORMATION 2015 | #AISMediaEdu

  • TRANSFORMATION2015 | 4-Part Webinar Series

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    www.aismedia.com