Taking Your Search Marketing to the Next Level, 2010
September 3, 2010
Shari L.S. WorthingtonTelesian Technology
Agenda
• Market data• Search & social media• Conversions• Link building• Real-time search• Yahoo-Bing• Pay Per Click• Future of search
Google & the Power of Search
• Google revenue 2009 increased 9% to $23.7 billion– Compare to B2B print media down 30%
• Search engines do what B2B media was created for– Targeted advertising aimed at buyers researching purchases
• Search is no longer limited to the search engines– Raw usage numbers are too big to ignore
• LinkedIn: over 60 million users• Twitter: over 75 million users• YouTube: over 100 million visitors per month• Facebook: over 400 million users• Compare to Google’s 359 million visitors in March
Search Market Share, July 2010
• Google– 65.8% US search share– 10.263 billion searches
• Yahoo– 17.1% US search share– 2.661 billion searches
• Microsoft– 11.0% search share– 1.712 billion searches
• Facebook– 395 million searches (Jan
2010)– Redesigned search box so
more prominent– Bing partnership displays
Facebook results– Facebook ads used to be
Microsoft, now in-house
How Google’s Algorithm Rules the Web
Search & Social Media
• Advertising model is less compelling– Relationships matter– Always been the case in B2B
• Convergence of professional and personal– Must meet corporate goals and individual needs
• Search: site with the most quality content wins• Social Media: site with the most connected
people wins• Participation is now crucial for success
Search & Social Media
• Google has always been a social site– Natural search popularity is measured by
• Links• Mentions• Recommendations• Interactions
• Paid search has its place– Visibility– Getting in front of hot issues fast
Top Challenge:Generating Shareable, Keyword Rich Content
– Everyone is publishing volumes of content, which makes it hard for marketers to rise above the noise while continually producing fresh content.
– Customers are not looking at information from just one source—and especially not from just one company.
– Customers are increasingly consuming expert and community content as a part of the buy cycle
By 2013 the quantity of information on the Internet will double roughly every 72 hours
What Content?
• Start with what you have & focus on KEYWORDS
• Turn anything printed into digital– White papers– Case studies– Brochures– PPTs (speaking ops, seminars)– Newsletters– Articles
Find Good Content Internally
• Not everyone can generate content, need to find those who have high value information
• Where are those pockets of info?– Product managers– Engineers– Customers– Application engineers– Service personnel
Find Good Content Externally
• 80:20 rule external: internal content• Pull RSS feeds on:
– Industry and analyst web sites– Twitter search phrases– Facebook streams– Google blog searches– Industry web site aggregators
• Social network aggregation tools – Hootsuite– Tweetdeck
Add Digital Content Beyond PDF• Shift to on-demand consumption of info
– Webinars– Podcasts– Videos
• 183 million US Internet users watched online video during the month of May.
• YouTube.com achieved record levels of viewing activity with an all-time high of 14.6 billion videos viewed and surpassing the threshold of 100 videos per viewer for the first time.
• US Internet users watched nearly 34 billion videos in May, with Google Sites ranking as the top video property with 14.6 billion videos, representing 43.1% of all videos viewed online
• Web sites featuring videos have a significant SEO advantage in Google’s integrated search
• Deploy across entire web site, not just on home page
Content & On-Page SEO
• On-page SEO– Relevant keywords flow naturally in visible content– Feeds long tail of search– Keyword density increases quality of page
perception by search engine
Content & Conversions
• Conversions– A/B testing with
Google Website Optimizer
– Less is more, e.g. fewer distractions, focus on action
– Don’t increase conversions if a big sacrifice for traffic
Content & Link Building
• Link worthiness– Provide something unique or compelling so people
will want to link to your site– Use only relevant content and industry links– Don’t fall for scams
• Social media– Will users of Twitter and LinkedIn start sending
around links to your content?
Benefits of Regular Content Creation
• New content being shared regularly• Drives better natural search engine optimization• Invites engagement with community• Provides more opportunities to communicate,
share valuable information that isn’t pure marketing and sales oriented
• Builds expertise & trust
Google’s Real-time Search
Google’s Blog Filter
Level the Playing FieldBusinessUnit
Web site
Blog
Twit Fb LI Flickr YouTube Slideshare
Siemens PLM
✔ ✔ ✔ ✔ ✔ ✔ ✔
SiemensIndustry
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Siemens Auto-mation
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Siemens BT
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Siemens Energy
✔ ✔half
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Siemens Water
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80-20 Rule for SEO Efforts
• Direct request link building– Backlinking is less popular
• Could end up on a link farm• Bad neighbors• Redirect before link back to your site
– Build lists of potential target sites• Reach out to them manually
– Partners, channel, third-parties, blog comments
• Lots of work but pretty much guaranteed your competitors aren’t doing this
• Prioritize link targets; use SEOmoz’s Open Site Explorer for metrics on value of link
Yahoo!-Bing Integration
• Yahoo Sponsored Search has switched Microsoft adCenter
• Shorten ad titles and descriptions– Yahoo Sponsored Search had 40 character limit– adCenter has 25 character limit
• Slightly shorter ad descriptions– Yahoo had 71 character limit– adCenter has 70 character limit
Yahoo!-Bing Integration
• Expand keyword lists– Yahoo maps keyword variations to primary form of
word– adCenter treats singular/plural variations and
common misspellings as individual keywords, e.g. car, cars, casr
– Increases keyword list but provides more control
• Reporting changes– Yahoo reporting won’t transition to adCenter– Extended period of access through Yahoo interface
Google AdWords PPC
• First personalized search, now personalized text ads
• Add display ads to SERPs• Along the lines of Google’s “universal search,”
we will see “universal paid search”– Increase ad diversity
• Text• Product listings & extensions• Comparative ads• Plus box
Beyond AdWords Click-Through Rate
• New calls to action/
conversion events– Comparative
ads
Google Contact Form Extensions
• Only the position #1 will be available for the drop down contact form
Contact Form Extensions
Contact Form Extensions
• Leads will be priced with your maximum cost-per-click bid during the beta test
• Google will be collecting the phone number and name from your contact form
• You can provide Google with up to 3 custom questions they’ll include in your contact form in addition to basic information like name, address, phone, etc.
• Google will show some or all of your custom questions based on a quality algorithm in which they did not mention the details of.
• For now, they’ll only take phone leads, so you must provide a contact phone number in your form in order for people to call in and ‘hopefully’ become a lead. In the future they do plan to provide leads through email or live chat.
Future of Search
• Shift in way people use the web– Click on search result– Visit a page– Click on another link– Visit another page
• But people spend more time receiving than searching– Monitoring…tweets, updates, headlines, blog feeds
• Transition from search to “real-time information provider”
Questions?
Shari L.S. Worthington
Phone: 508-755-5242
Blog: http://blog.telesian.com
Twitter: www.twitter.com/sharilee
LinkedIn: http://www.linkedin.com/in/sharilee
Thank you!!
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