Search Congress Barcelona29th of January 2009

"It is not the strongest of the species that survives...but the one most responsive to change."

                                                    -Charles Darwin

Who am I and who do I work for?

Lennert de Rijk

Dutch male living in Barcelona

Managing Director and cofounder Onetomarket Spain

"It is not the strongest of the species that survives...but the one most responsive to change."

                                                    -Charles Darwin

In times of crisis......

Market developments

Trend : online!

enablers of lead generation and nurturing

Latest US ROI survey

It´s not all about Google

Too much to talk about

Only 50 slides to go...

So let´s focus on

Local & Universal SearchSocial MediaAnalyticsSome SEO statements (introduction to ...)

Local Search

WhatWhereWhyWhenWays

What is Local Search

Local Search is search behavior not focused on ‘what’but also on ‘where?’

Examples:

“Hotels in Barcelona”, “Starbucks near Potsdamer Platz” or “Airport Germany”.

Where Local Search

Maps in Universal Search Results

• Onebox, Three-pack, 10-pack

Why Local Search – Universal Search

Why Local Search

Results show up in the normal SERPsLocated in the heat-mapAffects click-through rateOptimal result: Your Organic URL multiple times on the frontpage!

Why Local Search

Think Global, Act Local In US, 40% of search terms are ‘local’ Local = Mobile

Branch Examples

Travel Hotel, Apartments, AirportsSearch Food, Restaurants, Retail Entertainment

Bars, Nightclubs, Theater

Places Hospitals, Churches, Banks, Postal offices, Petrol Stations

Brands Starbucks, McDonalds, etc 

When Local Search

You run a business with physical locations

DiscoverYou want your potential customers to find you in the local search engines and Universal Search results.

RecoverYou want to help your current customers by lending them a helping hand in finding your business

Ways Local Search

Advertise (Local Business Ads)Optimize (Local SEO, build good store locators)User Generated Content

• Local = Social (Reviews, user ratings )

Only 10 results available

Competitive markets

Ranking factors in Google Maps• Claim your business

• Incoming links and citations (webreferences*)

• Reviews/ratings

• Distance from the centroid

• Business title

authority

*) a reference to your business on some other website.

It is not necessarily a link and always contains your business address and/or phone number. Geographically relevant websites talking about your business increase your Local search engine

rankings.

Less competitive markets

Bar downstairs our office

In the beginning there were social networks

‘Markets are conversations ‘

‘The Internet is enabling conversations among human beings that were simply not possible in the era of mass media. ‘

Published in 1999!

Social Media

Source:PEW

Space defined by Media Owner

Brand in control

One way / Delivering a message

Repeating the message

Focused on the brand

Entertaining

Company created content

Space defined by Consumer

Consumer in control

Two way / Being a part of a

conversation

Adapting the message/ beta

Focused on the consumer / Adding

value

Influencing, involving

User created content / Co-creation

COMMUNICATIONS MEDIA

SOCIAL MEDIA

Different approach needed

Social networks

The internet is for people

Social networks

The internet is for people

For people to form groups

Social networks

The internet is for people

For people to form groups

Groups with shared purposes

Social networks

The internet is for people

For people to form groups

Groups with shared purposes

Groups of people that can form at litle or no cost

SO HOW CAN I CREATE A

COMMUNITY?

WRONG QUESTION

“Communities already exist. Instead, think about how you can help that community do what it wants to do”

Mark Zuckerberg

Join the conversation here:

1. Facebook, Tuenti, ..

2. Youtube

3. Twitter

4. We don´t know yet….

Twitter: fastest growing social network

Social Media Communication

AND BE POSITIVEBECAUSE POSITIVITY

SPREADS

Social media & crowdsourcing

It´s about you!

Launch new websiteSEO BookPREvents (non) sponsoredBlogsSurveys/articles

To Tweets

And then spreads to other forms

Like your corporate blog

not to miss your goal

But target ……

And use analytics!

So, give the right directions!

MEASURE

ANALYSE OPTIMISE

Webanalytics

Why Do I Need Web Analytics?

To Answer These Basic Questions:

• How many people visit my site?

• What pages are getting visited?

• How do visitors reach my site?

Or Some More Advanced Ones:

• Where do my best visitors come from?

• How much do I earn on average per visitor?

• Which pages help to convert visitors into buyers?

Problems with Universal Search

Source: GoogleMedium: OrganicKeyword phrase: `Nissan Titan`

Landing page for text link: http://an.example.com/nissan-titan/

Landing page for Universal Search Image link: http://an.example.com/nissan-titan/

They are the same!

Tracking Universal Search

Define verticalsSet up filters

Gain insight in clicks from organic results by setting up filters to determine your traffic from blended results

Research available by one of our colleagues:

http://www.searchcowboys.com/seo/256

Universal Search : Increase ROI with research

ResearchResearchResearch

Do images get less clicks? Or more?

And is someone who clicked on an image more likely to convert into a lead or

action?

Record Progress & Popularity

Unique VisitsReturn VisitsVisits / User

– Page Views

– Pg View / User

– Search Traffic

– Referral Traffic

– Regions / Languages

– Browsers

Determine the Success of Your Site

Bounce RateBrowse RateReturn VisitsVisitor LoyaltyPg Views / VisitTraffic GrowthTransactionsAdvanced Metrics (using action tracking)

How Should I Employ Analytics Data

Find Specific Metrics that are applicable to your site:

• Problems that need to be addressed

• Weaknesses in your site's offerings

• Opportunities for new content or marketing

Create a Dashboard to Show you the Most Important Data Daily

Dashboard

comScore study 2007Direct Response just 17%Of the total conversion

And:30% of all users are deleting their Cookies regularly!

Online influences offline sales

comScore study 2007Real conversion value is about 6.6 times higher!

Tracked conversion worth

Real conversion worth

Conversion Value

SEO

Did I hear ´SEO ha muerto´?

NO

This kind of SEO is dead indeed

This kind of SEO is dead indeed

Like footerlinks (well actually not SEO at all)

This kind of SEO is dead indeed

Like footerlinks (well actually not SEO at all)

We only want a nr. 1 position in Google?

NO

SEO is difficult, so what sort of hat will you wear?

http://blog.outer-court.com/archive/2006-11-01-n72.html

Instead …..

SEO is becoming mature

Searchcowboys is coming to Spain!

Searchcowboys is coming to Spain!

- A website about search- With a focus on Europe- With bloggers from around Europe- With the latest news- With background information- Keep up-to-date and informed

Searchcowboys is coming to Spain!

Special features- News from your country- SEO roadshow- Event channel- Twitter- Calling Europe- Videochannel- Well known SEO´s

Searchcowboys.com/es

- Part of searchcowboys- Focus on Spain- In Spanish- Spanish bloggers like

THANK YOU!

Where to find me?

http://twitter.com/derijk

How to contact me?

lennert@onetomarket.es