Post on 06-May-2015
description
SLIDE MASTER – COVERPAGE
Gillian Muessig – August 2010
How Search is Evolving & How to Keep Up
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SEO is Still AboutBuilding Content Geared
Towards Searcher's Interests
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Building Search-Engine FriendlySites & Pages
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It‟s About Marketing & Converting Online
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...and PPC & Banner Ads
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But Now, There‟s More
Organic SEO
SMM
CRM thru SMM
MMM
SCMLocal
CRO
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Change = Opportunity
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The PPC / SEO Disconnect
- Eye Tracking Data Source: Enquiro
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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 traffic 8% of all SEM spend is spent on SEO
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Gillian Muessig – August 2010
Stats
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Google‟s Global Share: Still Dominating
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2010 Monthly Trending
Search Engines Market Share / Usage Trend
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iPhone MarketShare: India
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Social Media comprises the top 10
most popular searches in the world
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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
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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
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Gillian Muessig – August 2010
The Future of
Search Marketing
Gillian Muessig – August 2010
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Gillian Muessig – August 2010
Traditional Search is Not Going Away
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But There Are More Options
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Mobile Marketing Is Growing
• Rail tickets predicted to be delivered to mobile
phones in 2010 : 2 billion; in 2014 : 15 billion
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2010 2015
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Everywhere
• >890mm web enabled mobile
phones will ship in 2010
• 1.2mm per month in
India alone
- Source: Juniper Research, February 2010
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And It‟s Paying Off
• >90% web enabled
mobile phone owners
have made a purchase
with their phone
- Source: Juniper Research, February 2010
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Everywhere
• >47% purchased
while „on the go‟
- Source: Juniper Research, February 2010
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Market Demand Is Driving Mobile Marketing
Source: MarketCharts.com, 2010
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2010 Strategy: Diversify Traffic Sources
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Early Social Media
Source: Wikipedia
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Social Media Leverages Technology
Source: evansavenue.files.wordpress.com
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Again
Source: FredCavazza.net
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… and Again
Source: FredCavazza.net
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…and Again
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Aug 26, 2010
facebook overtakes orkut in India
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Social Media in Gaming
Source: Evan Fishkin, Portent Interactive, March 2010
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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.
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Gillette Mach3 IGC 2010 set to become the
WORLD‟s biggest online gaming championship
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Local Marketing: Gold in the LongTail
Kelsey Group, March 2010
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Local Search on the Road - UBL
Source: AimClear.com 2008
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Social – Mobile – LocalPower Triumvirate
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What Runs the Triumvirate?Deep databases
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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…
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What Have We Done?!
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Search Marketing Choices
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Mobile Search
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The Web is becoming mobile
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Consumption on Mobile Browsers Up
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More Transactions on Browsers
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2010 Strategy: Mobile Sitemaps
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2010 Strategy: Deprecate Beautifully
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2010 Strategy: Test Mobile Apps
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2010 Strategy: Adopt the Right Tech Early
www.squareup.com
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Real Time Search
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Twitter Search
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Tweets in Google‟s Results
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Google Suggest – powered by tweets
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2010 Strategy: Twitter CRM
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2010 Strategy: Set Up Tracking
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2010 Strategy: Control the Conversation
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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
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2010 Strategy: Get Full Lifecycle Analytics
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Or You‟ll Never Know
Which Source Sent Value
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QDF & News Results
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QDF Getting Faster
Ranking within
a few hours
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2010 Strategy: Break News First
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News Results More Open
They’ll let anyone
in nowadays
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News Results More Open
Also, I really want to see
SEO predictions from 1920-1929
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2010 Strategy: Become a News Source
www.google.com/support/news_pub/bin/answer.py?hl=en&answer=40787
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2010 Strategy: Be a Scout
• Keep potential news / PR pieces ready
• Be a leader – control the conversation
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Personalized Results
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Personalization by Default
Only one chance at a 1st impression
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We Trust Each Other
We 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
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The Entrance of Social Results
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2010 Strategy: Get Your Users Clicking
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2010 Strategy: Get Your Users Connected
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Local Search
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More Queries w/Local Results
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2010 Strategy: Get Local Listings
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2010 Strategy: Get Local Listings Right
Important
Very
Important
SLIDE MASTER – COVERPAGEFacebook‟s Dominance
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People Spending More Time on Facebook
5.5% of all Time Online Spent on Facebook
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Facebook as a Business Network
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2010 Strategy: Run Facebook Ads
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2010 Strategy: Get a Profile + Fans
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2010 Strategy: Don‟t Ignore Vertical SMM
SLIDE MASTER – COVERPAGEThe Web‟s Shifting Link Graph
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Links Becoming Tweets & Status Updates
SORRY I ATE YOUR LINK
GRAPH!
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2010 Strategy: Become Relevant to
Social Media Users
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2010 Strategy: Analyse What Readers Read
• The brain loses attention after 10 minutes
in class
• You lose readers after 10 seconds online
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2010 Strategy: Get an Audit
• Get a landing page optimization audit
• A/B and multivariate test everything
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Linkerati Getting Stingier
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2010 Strategy: Share & You Will Get More
SLIDE MASTER – COVERPAGEPost Click – Conversion Optimization
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1. Testimonials
Placing a testimonial on your
final conversion page can reduce
abandonment by up to 16%.
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2.Videos
Adding a video from the founder of
the company can increase your
leads by up to 17%.
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3. Badges
Placing a Better Business Bureau
logo or other comfort related
badges, such as hacker safe, on
your website can increase
conversions by up to 3%.
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4. Showing Off
Placing INC 500, Deloitte, Fast 500
and similar badges on your site can
decrease conversions
by up to 2%.
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5. Opt-In Box
Placing a testimonial below your
option box can increase opt-ins by
up to 9%.
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6. Audio Testimonials
Adding audio testimonials below
tangible products can increase
conversions by up to 6% and 4% on
virtual goods.
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7. Lucky Number 7
Having your price points end with
“7” can increase conversions by up
to 6%.
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8. 1-800 Number
Having a toll free number in
addition to a local phone number
can increase sales by up to 8%.
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9. Money Back Guarantee
Using a 45 day money back
guarantee instead of a 30 day
money back guarantee can reduce
returns by up to 21%.
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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 reduce
conversions by up to 16%.
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+ 1 more. Live Chat
Add a live chat to your website can
increase conversions between 5-
13%
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For more information, visit us at www.seomoz.org
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Gillian@seomoz.org
@SEOmom
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