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The behavior of searching online has become almost instinctual – it is a part of our lives – we rely on it to answer our questions, give us driving directions, plan our vacations, manage our banking, and purchase commercial products which were only available in retail locations just a few years ago. The fact is, patterns in search behavior can be tracked, analyzed, and interpreted to help companies make informed decisions about their digital marketing initiatives. It's a matter of being relevant, valuable, and trustworthy – at least more so than your competition. Join us for our upcoming seminar “Search and Sociability in 2010 – Leveraging the Web for High ROI Lead Generation”, where SEO Sumo's master practitioners explore practical steps your company can take to identify, correct, and maximize elements of your company's web presence. Join us at http://seosumo.com
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Lunch-and-Learn Seminar SeriesSearch and Sociability in 2010
Leveraging Search and Social Media for
Targeted Lead Generation
The behavior of search
How do people discover and access websites?
The behavior of search
74% of American adults (ages 18 and older) use the
internet1 -- a slight drop from the survey in April 2009,
which did not include Spanish interviews.
At that time, PEW concluded that 79% of
English-speaking adults use the internet.
1.http://www.pewinternet.org/Trend-Data/Online-Activites-Total.aspx
Use the internet
Send or read e-mail
Use a search engine
Research a product
Check the weather
Buy a product
Get news
Buy or make a travel reservation
Visit a government website
Watch a video
20% 30% 40% 50% 60% 70% 80%
2000-1 2002-3 2004-5 2006-7 2008-9
Percentage of U.S. adults
What are people doing online?
The behavior of search
Online activities by percentage of all American adults (including both internet users and non-users)
Search Engine UsageThe percentage of internet users who use search engines on a typical day has been steadily rising
from about one-third of all users in 2002, to a new high of just under one-half (49%).
The behavior of search
With this increase, the number of those using a search
engine on a typical day is pulling ever closer to the 60% of
internet users who use email, arguably the internet’s all-
time killer app, on a typical day.1 Underscoring the
dramatic increase over time, the percentage of internet
users who search on a typical day grew 69% from January
2002, when the Pew Internet & American Life Project first
tracked this activity, to May 2008, when the current data
were collected. During the same six-year time period, the
use of email on a typical day rose from 52% to 60%, for a
growth rate of just 15%.Visit social networking site
Surf web for fun
Research hobby
Check weather
Check news
Online search
Email0
10
20
30
40
50
60
70
% on typical day
Daily Internet Activities
Google Dominance
The behavior of search
Why Google?
● Quality of Results
● Intuitive Use
● Rapid Social/Mobile Adoption
● Functional/Logical extension of Memory
● Rapid Reference
● Trustworthy
The behavior of search
Trust as an algorithmic interpretation
● What is trust and how does Google calculate trust?
● Why is trust important to Google?
Google Philosophy says it all
http://www.google.com/corporate/tenthings.html
The behavior of search
Google ranking algorithm composition
The behavior of search
5%6%
7%
15%
20%
22%
24%
Components of Google's Ranking Algorithm(According to 72 SEO's Surveyed for SEOmoz's Biennial Search Ranking Factors)
How does Google evaluatea trustworthy website?
The behavior of search
mozRank
mozTrust
external mozRank
domain mozRank
domains linking
ext. links
www.trademonster.comwww.optionmonster.com
Can being trustworthy bring you business?
The behavior of search
● Think about how you research products and services online.
● What factors do we take into account when looking for something
online?
● First impressions matter
● Usability Matters
● Endorsement Matters
● Build a seamless user experience
Trust = Targeted Leads
The behavior of search
There are several rules you can follow to create a
trustworthy website, valuable user experience, and
efficient conversion funnel.
● Be Searchable
● Be Accessible
● Be Sociable
● Be Shareable
Maximize your SEO
The behavior of search
Five categories to focus on:
● Competitive Landscape
● On-site Keyword Targeting and IA
● The Inherent value of your site
● Links: Constantly increase link equity through
natural channels
● Market Authority: Work to increase the
authority of your site within a specific search market
Crack the Competition
● Learn from the strengths and weaknesses of your competition
● Analyze their link profile and information architecture – why are
they ranking well for primary keywords?
● Is their strategy in line with yours?
● Segregate the competition based on the metrics Google uses to
rank websites
The behavior of search
Perfect keyword targeting
Perfect keyword targeting
The “Perfectly” optimized page(for the complete keyword phrase “chocolate
donuts”)
Page Title: Chocolate Donuts | Mary's Bakery
Meta Description: Mary's Bakery's chocolate
donuts are possibly the most delicious,
perfectly formed, flawlessly chocolately donuts
ever made.
Page URL: http://marysbakery.com/chocolate-
donuts
Flat Site Architecture
The behavior of search
In deep site architecture many links must be followed to reach content
Flat site architecture makes it easy to reach any
page in the site with just a few links
Increase Link Equity
The behavior of search
Accessibility
SpecificityStandout in SERPs for primary key phrases (SEO, PPC, Google Maps)
Accessibility
Position Matters
Eye Tracking Research
removes all doubt...top
positions get the most
clicks and targeted traffic
Accessibility
Loading time
Akamai Technologies, Inc. released key findings from a commissioned study
(www.akamai.com/2seconds) conducted by Forrester Consulting on behalf of
Akamai examining eCommerce web site performance and its correlation with
an online shopper’s behavior.
The most compelling results reveal that two seconds is the new threshold in
terms of an average online shopper’s expectation for a web page to load and
40 percent of shoppers will wait no more than three seconds before
abandoning a retail or travel site.
In short: PAGE LOAD TIME is critically important
Accessibility
Loading time
● 47% expect a web page to load in two seconds or less.
● 40% will abandon a web page if it takes more than three seconds to load.
● 52% of online shoppers claim that quick page loads are important for their
loyalty to a site.
Although this study focused on e-commerce sites, the findings should be relevant to any site
owner regardless of the type of site since the results clearly show how big an effect slow load
times can have on user behavior.
Here are some of the findings from the study:
Accessibility
Sociability
About Sociability
● Social Media = An ongoing conversation about your brand
● Is your company's voice being heard?
● People are talking about you whether you like it or not.
● Use tools to monitor your social media channels
● You can quantify social media lead generation with effective
conversion tracking/optimization and visitor behavior analysis
Sociability
Tools of the Trade
●Su.Pr
●Knowem.com
●mag.ma
●Trendistic
●Google Trends
Sociability
Trends matter – you can see what's coming
● Your most powerful market research ally
● Google Insights for Search
● Free tool to confirm centers of demand based on aggregated
search engine keyword data
● Significant degree of accuracy
● Redefining Market Research
● Predicting Demand (global and domestic)
Sociability
Share-ability
About Share-ability
The “Read Me” Model● Reason to Return
● Engaging User Experience
● Aesthetic site architecture
● Direct User Benefit
● Memorable User Experience
● Effective Call to Action
Share-ability
Search-ability
Leverage Search and Social Media
● Enforce your brand while establishing traffic channels
● Own your market across all discussion venues
● Blogs matter more than ever
● Become an information hub – get leads – guaranteed
Search-ability
Don't neglect the fundamentals
And i f you're Ignoring other Important fundamentals of online marketing. like:
● Building a website with a unique value proposition
● Creating amazingly useful content that people want to share
● Conducting effective email marketing
● Finding ways to sca!ably acquire new users & retain existing ones
● Leveraging conversion funnels & conversion testing
● PPC
You should probably concentrate on those first
Social media is great for:● Connecting with your users (assuming they're
already on social media platforms and talking about you)
● Building another channel for communication, branding & messaging
● Appealing to early adopters
● Wasting time on non-business essential communication :-)
But it can't do what search/SEO does:● Answer a direct need precisely when it's
requested in a scalable fashion
● Gain Visibility from virtually all Internet users with an Interest in your brand, product, sector, or content at once
Share-ability
Let's just be friends
Linkedin, Facebook, YouTube, Yelp, and 1300
other social networks...
Prepare for the future of search and social media● Build for your visitors, not for show
● Have goals
● Be socially worthwhile
● Be discoverable and shareable
● Be a leader – make friends – be a resource for
information, observation, and quality
Share-ability
Make it happen
● Create a digital marketing strategy designed to achieve specific goals
● Determine your budget based on what you stand to gain
● Gather as much information about your domain as you can
● Find the right people for the job – it's a big responsibility
● Ask lots of questions
ThanksSpecial thanks to all of the attendees at
“Search and Sociability in 2010” seminar.
www.advaion.com
www.5starcomm.com
www.businesswire.com
www.cclspanish.com
www.costatech.net
www.cpamiami.com
www.dgdesignstudios.com
www.floribbeanproducts.com
www.growthadvisorsinc.com
www.healthcoalition.com
www.jeffreygroup.com
www.lpmediafilms.com
www.mdgadvertising.com
www.merk.com
www.paetec.com
www.symbits.com
www.telecommanagement.us
www.tera-us.com
www.thinkfactory.com
www.vbridge.com
www.vbridgeinc.com
www.wpbt.org
www.xo.com
Arigato Gozaimasu
Charlie Ellis
443-812-0154
http://www.linkedin.com/in/miamiseo
www.seosumo.com
