Search Marketing: Still the Killer App for Online Marketing

Search Marketing: (Still) the Killer App of Marketing Your Business

Online

Twitter: @AmplifySEM

PAID RESULTS VS ORGANIC (SEO)“SEM” Refers to Both

PPC - 20% of Clicks

SEO80% of Clicks


WHY IS SEARCH SO CRITICAL?

• Over 80% of all Internet traffic begins at a search engine

• 63% of users research buying decisions online

• 61% of users visit your brand Website before buying (even if buying offline)

• Consumers turn to information sources that aren’t your Web site– Search is about “getting found”– You’ve got to extend your

brand


SPEND YOUR MONEY ON SEMIn-House Marketers Compare ROI of Marketing Tactics

67%

63%

53%

28%

39%

17%

14%

18%

17%

30%

25%

24%

31%

27%

4%

11%

11%

34%

9%

39%

32%

11%

9%

6%

14%

28%

14%

27%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Search Engine Optimization (SEO)

House Email Marketing

Paid Search Marketing (PPC)

Direct Mail

Public Relations

Online Advertising

Print Advertising

Strongest TacticHighly VariableLow Value Tactic Hard to Gauge

MarketingSherpa 2009-2010 Search Marketing Benchmark Report

Traditional Keys to Search Marketing


HOW (AND WHY?) DOES SEARCH WORK?

Speak the same language as your target audience Keywords are like market research


SEARCH ENGINES CAN DO 2 THINGS

• Read Text and Follow Links

• Rankings are based on those 2 cues alone

• This is the past, present and future of search


Influence Rankings•Title Tag - unique to every page

•Body Copy - if you don’t say it, don’t expect to rank for it•Anchor Text•Categorized Content & Cross Links

SEO PRIMER: OPTIMIZE YOUR SITE


#1 SEO Take Home Tip:Turn Images and JavaScript off and review your site…This is how a search engine sees your site

SEO PRIMER: WHAT SEARCH ENGINES SEE

Same Page with Images Turned Off•Can Still Navigate•Can Still Read Copy•Image Links Replaced with Text Links

If You CAN’T Get Around Your Site This Way - Neither Can a Search Engine Spider


SEO PRIMER: WEBMASTER TOOLS


On-Site Optimization is Absolutely Critical…

…But How Do You Win?

On-Site Optimization is Absolutely Critical…

…But How Do You Win?


AUTHORITY MAKES SEARCH GOAuthority: Links = Authority = Rankings

Overall Ranking Algorithm

25%

22%20%

15%

7%6% 5%

Trust/Authority of HostDomainLink Popularity of SpecificPageAnchor Text of External Links

On-Page Keyword Usage

Traffic and Click Through Data

Social Graph Metrics

Registration and Hosting Data

Overall Ranking Algorithm

25%

22%20%

15%

7%6% 5%

Trust/Authority of HostDomainLink Popularity of SpecificPageAnchor Text of External Links

On-Page Keyword Usage

Traffic and Click Through Data

Social Graph Metrics

Registration and Hosting Data

The takeaway? On-site optimization is critical, but links and other off-site factors are a tremendous part of the ranking algorithm-Source: 2009 SEOmoz study “Search Engine Ranking Factors”

The takeaway? On-site optimization is critical, but links and other off-site factors are a tremendous part of the ranking algorithm-Source: 2009 SEOmoz study “Search Engine Ranking Factors”


BUT SEARCH IS NOW BIGGER THAN YOUR SITEThe Content and the Experience Matter - Not the Container


FUTURE OF SEARCHSEM & Other Disciplines Need to Work Together to Build Authority


SEARCH IS BIGGER THAN YOUR SITEA Practical Example


SEARCH IS BIGGER THAN YOUR SITEA Practical Example

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LESSONS?:•Build and curate your presence•Own your reputation•Everything that goes online can be leveraged for search




BUT YOU ARE NOT IN CONTROL

3rd Party Site


WHAT’S IT ALL MEAN?

• Content is indeed still king

• But content takes many different forms

• Search engines are trying to present the most timely & relevant content

• Marketers have got to become content generators

• Content will beget links (authority)

• Links will beget rankings

• Social is an opportunity to create links with content

• So, combine your SEO & social efforts

• Content is indeed still king

• But content takes many different forms

• Search engines are trying to present the most timely & relevant content

• Marketers have got to become content generators

• Content will beget links (authority)

• Links will beget rankings

• Social is an opportunity to create links with content

• So, combine your SEO & social efforts


Build Authority: Social Supports SEOSocial Media Reaches the People With the Power to Link

Appealing to the types of users who have the power to link will generate more links, which raises a site’s authority

What Types of Users Link?

• Website/Blog owners (ie – they have the ability to link!)

• Participate in social media sites, forums & groups

• Looking for great “stories” to share

Image courtesy SEOmoz


WHAT MAKES CONTENT SHAREABLE?Find relevance between your keywords and current trends & topics

Tap into topics of discussion around a keyword



Latch on to current topics - find a tie-in



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HEDGE YOUR BETS - KNOW THE PLAYING FIELD

7 Scientifically Proven Ways to Get Shared on Facebook - Dan Zarella, HubSpot, FastCompany - 2010


TAKEAWAYS FOR SEO & SOCIAL• Both SEO & Social thrive on content

– Create timely content to increase the likelihood of sharing

• Organizations & marketers must adapt– Marketing organizations must become

publishers

• Break down barriers to publishing– Timeliness is key– You need a blog– Does IT or Legal = business prevention? Fix it.

• Learn to listen, engage

• Both SEO & Social thrive on content– Create timely content to increase the

likelihood of sharing

• Organizations & marketers must adapt– Marketing organizations must become

publishers

• Break down barriers to publishing– Timeliness is key– You need a blog– Does IT or Legal = business prevention? Fix it.

• Learn to listen, engage

So that’s what’s happening with search now - But what’s in store for the

future?


Are Users Searching on Social Sites?

• Only for people • “Lazy Web” or “Crowdsourcing” >

Users ask for ideas & recommendations– Become part of the network– Join the conversation– Have a good reputation

• Users fan/follow brands– Be findable

• Users give opinions on brands– Monitor and engage

• Users attend offline events / meet ups to connect over similar interests– Connect & win fans offline

(engage/sponsor/support/organize)


Google’s Take - Social Circle

• Integrating content from your connections

• Impact: You’ve gotta be connected


BONUS “FUTURE OF SEARCH” TIP

MOBILE INCREASES IN IMPORTANCE Mobile Internet usage is exploding

with the adoption of smart phones Mobile searchers are task-

oriented, close to converting You must consider the mobile

experience for your visitors Are content needs & conversion

points different? What about an App? Many times mobile visits are a

result of social apps - sharing is likely to result in mobile visits Is your content mobile-friendly?

PPC can be targeted at mobile SEO is about the same, but what

do the results look like?


SEM PUNCH LIST• Know your keywords & put your finger

on the pulse• Optimize your site• Build authority

– No social strategy? Get one.– Make sure SEM, PR, Social & Creative are

talking– Content - remove barriers to nimble &

frequent publishing

• What’s your mobile strategy?

THANKS!Get the paper:

http://www.amplify-interactive.com/resources/secrets-sem-whitepaper/

Links from this paper: http://www.delicious.com/Amplify.Interactive/

Technology

Search Marketing: Still the Killer App for Online Marketing