Search marketing - Gillian Muessig (SEOmoz)

SLIDE MASTER – COVERPAGE

Gillian Muessig – August 2010

How Search is Evolving & How to Keep Up

SEO is Still AboutBuilding Content Geared

Towards Searcher's Interests

Building Search-Engine FriendlySites & Pages

It’s About Marketing & Converting Online

...and PPC & Banner Ads

But Now, There’s More

Organic SEO

CRM thru SMM

SCMLocal

Change = Opportunity

The PPC / SEO Disconnect

- Eye Tracking Data Source: Enquiro

The PPC/SEO Disconnect

PPC spend = 92% of Internet marketing dollars

<10% of all clicks are made on PPC ads

Organic clicks yield >90% of all traffic8% of all SEM spend is spent on SEO

Google’s Global Share: Still Dominating

2010 Monthly Trending

Search Engines Market Share / Usage Trend

iPhone MarketShare: India

Social Media comprises the top 10 most popular searches in the world

Total India - Age 15+, Home & WorkSource: comScore Media Metrix

Total Unique Visitors (000)

Jul 2009 Jul 2010 % Change

Total Internet : Total Audience 35,028 39,562 13

Social Networking 23,255 33,158 43

Facebook.com 7,472 20,873 179

Orkut 17,069 19,871 16

Bharatstudent.com 4,292 4,432 3

Yahoo! Pulse N/A 3,507 N/A

Twitter 984 3,341 239

LinkedIn.com N/A 3,267 N/A

Zedge.net 1,767 3,206 81

Ibibo.com 1,562 2,960 89

Yahoo! Buzz 542 1,807 233

Shtyle.fm 407 1,550 281

Top Social Networking Sites in India

Online Marketing With Offline Conversions

• ~$917 billion worth of retail sales last year were “web-influenced”

• Online + web-influenced offline sales = 42% of total retail sales

• By 2014, the web will influence = 53%

Forrester Research March 2010

The Future of

Search Marketing

Traditional Search is Not Going Away

But There Are More Options

Mobile Marketing Is Growing

• Rail tickets predicted to be delivered to mobile phones in 2010 : 2 billion; in 2014 : 15 billion

2010 2015

Everywhere

• >890mm web enabled mobile phones will ship in 2010

• 1.2mm per month in India alone

- Source: Juniper Research, February 2010

And It’s Paying Off

• >90% web enabled mobile phone owners have made a purchase with their phone

Everywhere

• >47% purchased while ‘on the go’

Market Demand Is Driving Mobile Marketing

Source: MarketCharts.com, 2010

2010 Strategy: Diversify Traffic Sources

Early Social Media

Source: Wikipedia

Social Media Leverages Technology

Source: evansavenue.files.wordpress.com

Source: FredCavazza.net

… and Again

Source: FredCavazza.net

…and Again

Aug 26, 2010facebook overtakes orkut in India

Social Media in Gaming

Source: Evan Fishkin, Portent Interactive, March 2010

Why Should I, My Customers, or My BossCare About This Social Media Stuff?

I still don’t care!

SLIDE MASTER – COVERPAGESocial Media Marketing

officially became more popular than pornography

in 2007.

Gillette Mach3 IGC 2010 set to become the WORLD’s biggest online gaming

championship

Local Marketing: Gold in the LongTail

Kelsey Group, March 2010

Local Search on the Road - UBL

Source: AimClear.com 2008

Social – Mobile – LocalPower Triumvirate

What Runs the Triumvirate?Deep databases

What Can The Data Tell You?

• Where your customers frequent. When• How frequently. With whom• What deals make them move/change• Their interests• Their purchasing ability• Daily, weekly, monthly buying patterns• That your customer searched for your product• Whether they exercise, drink tea, smoke

have trouble sleeping, work 2 jobs…

What Have We Done?!

Search Marketing Choices

Mobile Search

The Web is becoming mobile

Consumption on Mobile Browsers Up

More Transactions on Browsers

2010 Strategy: Mobile Sitemaps

2010 Strategy: Deprecate Beautifully

2010 Strategy: Test Mobile Apps

2010 Strategy: Adopt the Right Tech Early

www.squareup.com

Real Time Search

Twitter Search

Tweets in Google’s Results

Google Suggest – powered by tweets

2010 Strategy: Twitter CRM

2010 Strategy: Set Up Tracking

2010 Strategy: Control the Conversation

2010 Strategy: Learn Re-Tweet Optimization

www.slideshare.net/danzarrella/the-science-of-re-tweets

SLIDE MASTER – COVERPAGESocial & Search Are Driving Traffic That Doesn’t Convert on the First Visit

2010 Strategy: Get Full Lifecycle Analytics

Or You’ll Never Know Which Source Sent Value

QDF & News Results

QDF Getting Faster

Ranking withina few hours

2010 Strategy: Break News First

News Results More Open

They’ll let anyonein nowadays

News Results More Open

Also, I really want to seeSEO predictions from 1920-1929

2010 Strategy: Become a News Source

www.google.com/support/news_pub/bin/answer.py?hl=en&answer=40787

2010 Strategy: Be a Scout

• Keep potential news / PR pieces ready

• Be a leader – control the conversation

Personalized Results

Personalization by DefaultOnly one chance at a 1st impression

We Trust Each OtherWe Don’t Trust Mega-Corp

• 14% say they generally trust ads• 74% say they generally trust peers– This is especially true of health related issues

The Entrance of Social Results

2010 Strategy: Get Your Users Clicking

2010 Strategy: Get Your Users Connected

Local Search

More Queries w/Local Results

2010 Strategy: Get Local Listings

2010 Strategy: Get Local Listings Right

Important

VeryImportant

SLIDE MASTER – COVERPAGEFacebook’s Dominance

People Spending More Time on Facebook

5.5% of all Time Online Spent on Facebook

Facebook as a Business Network

2010 Strategy: Run Facebook Ads

2010 Strategy: Get a Profile + Fans

2010 Strategy: Don’t Ignore Vertical SMM

SLIDE MASTER – COVERPAGEThe Web’s Shifting Link Graph

Links Becoming Tweets & Status Updates

SORRY I ATE YOUR LINK

GRAPH!

SORRY I ATE YOUR LINK

GRAPH!

2010 Strategy: Become Relevant toSocial Media Users

2010 Strategy: Analyse What Readers Read

• The brain loses attention after 10 minutes in class

• You lose readers after 10 seconds online

2010 Strategy: Get an Audit

• Get a landing page optimization audit• A/B and multivariate test everything

Linkerati Getting Stingier

2010 Strategy: Share & You Will Get More

SLIDE MASTER – COVERPAGEPost Click – Conversion Optimization

1. Testimonials

Placing a testimonial on yourfinal conversion page can

reduceabandonment by up to 16%.

2.Videos

Adding a video from the founder of

the company can increase yourleads by up to 17%.

3. Badges

Placing a Better Business Bureau

logo or other comfort relatedbadges, such as hacker safe, onyour website can increaseconversions by up to 3%.

4. Showing Off

Placing INC 500, Deloitte, Fast 500 and similar badges on your site can decrease conversionsby up to 2%.

5. Opt-In Box

Placing a testimonial below youroption box can increase opt-ins

byup to 9%.

6. Audio Testimonials

Adding audio testimonials belowtangible products can increaseconversions by up to 6% and 4%

onvirtual goods.

7. Lucky Number 7

Having your price points end with

“7” can increase conversions by up

to 6%.

8. 1-800 Number

Having a toll free number in addition to a local phone number can increase sales by up to 8%.

9. Money Back Guarantee

Using a 45 day money backguarantee instead of a 30 daymoney back guarantee can

reducereturns by up to 21%.

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 reduceconversions by up to 16%.

+ 1 more. Live Chat

Add a live chat to your website canincrease conversions between 5- 13%

For more information, visit us at www.seomoz.org

All Content and Intellectual Property is under Copyright Protection, SEOmoz 1996-2010

Gillian@seomoz.org@SEOmom

Use code: WHITEHAT201025% discount

Search marketing - Gillian Muessig (SEOmoz)

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