we are drowning in content

@stephpchang

…in 5 years, the amount of digital information created &

shared has exploded.

@stephpchang

@stephpchangSource

by 2015, there will

9 zettabytes of content on the web

@stephpchang

this makes search increasingly more important

@stephpchang

we need search to help find content

@stephpchang

that is most relevant to

specific individuals

@stephpchang

search technology will evolve to meet that need

@stephpchang

and show more personalized results

@stephpchangShow a result

whatIs the future of search?

@stephpchangAdd a Hummingbird image

targeted messaging

@stephpchang

founded on data

@stephpchang

such as the demographic and

user behavior of the individual

@stephpchang

howdoes this affect search

marketers….today?@stephpchang

Stephanie ChangSenior Consultant, Distilled

Stephanie.chang@distilled.net

@stephpchang

Stretching Your Search Skills

STEPHANIE CHANG

search values

findability@stephpchang

findability used to look like this

@stephpchang

@stephpchang

getting to page 1 for a given keyword

isn’t enough anymore

@stephpchang

@stephpchang

same query – different results

search is no longer just

transactional@stephpchang

it’s becoming more personal

@stephpchang

user demographics are becoming more

important@stephpchang

our goal is to befindable to the

right people@stephpchang

1. user research

@stephpchang

2. testing targeted messaging

@stephpchang

3. applying learnings to search

@stephpchang

4. integrating core message onto multiple

channels

@stephpchang

we need to focus on

our users@stephpchang

user research

first, who are the

consumers?@stephpchang

and what do we know about them?

@stephpchang

and how can we target them effectively

through search?

@stephpchang

look at consumer behavior

use the digital footprints they leave behind

to help us

understandour core audience

@stephpchang

using the tools we have at our disposal

Consumer Barometer provides insights on purchasing behavior

@stephpchanghttp://www.consumerbarometer.com

and how much research goes into the process

@stephpchanghttp://www.consumerbarometer.com

and the type of devices and sources users use to conduct research

@stephpchanghttp://www.consumerbarometer.com

@stephpchang

to determine the type of content

we should be prioritizing

this is the 3rd result that appears for “is [company] legit?”

@stephpchang

first goal:

build pages

second goal:

improve engagement on the page to measure trustworthiness

we can also use this data

@stephpchang

in combination with demographics data

in Google Analytics

@stephpchang

@stephpchang

to test different intents

@stephpchang

like using Google’s Display Planner

@stephpchang

and targetingdefined

in-market buyer

segments

@stephpchang

what do we do with this data?

@stephpchang

create tailored messages

@stephpchang

that resonates with your core audience

@stephpchang

targeted messaging

“Voted #1 specialist in [product] for [core audience]”

@stephpchang

Version 1vs.“Over 5 million switched to

[product] because of [uvp]”

version 1 resulted in 4x the CTR and 5x

the number of conversions

Version 2

usinguser

triggers@stephpchang

depending on your core product

@stephpchang

@stephpchang

high involvement / think product

high involvement / feel product

low involvement / think product

low involvement / feel product

when a user

knows what he/she

wants, you are there@stephpchang

how do you know when you have the right

messaging?

through testing

analyze the most common questions

people ask about your product

@stephpchang

by setting up an advanced

filter in Google Analytics

**see link below on how to set up the filter

@stephpchangSource

and match questions up to the customer buying cycle

@stephpchangSource: Adria Saracino

test messagesvia paid

social promotion

@stephpchang

because you can target a

specific demographic

@stephpchang

@stephpchangSource: Stephen Croome

this provides instant feedback on your

messaging and target audience

@stephpchang

and also builds the initial community prior

to launch

@stephpchang

sample client:

education software

target demographic

female age 24-45 not tech savvy use the product for in-house training

@stephpchang

Use this information to target

specific segments

@stephpchang

keyword queries site received

elearning software instructional design

@stephpchang

questions received in Google Analytics included:

@stephpchang

how is this (product) more effective than other

forms of learning?

(141 visits with a 60% bounce rate)

@stephpchang

how to record high quality audio using (product)?

(309 visits & 82% bounce rate)

@stephpchang

use data collected on common concerns / behavior & create tailored messages to test

@stephpchang

Gender/Age Product Behavior

Female (age 24-45) High involvement / think Heavy percentage of users research online via search engines before purchasing

Ease of use with existing software within the organization

No seasonality

each question matches up

to a different stage in the funnel

@stephpchang

@stephpchang

How is this product more effective than other forms of learning?

How do I record high-quality audio using the product?

now, we have to make this target message more

findable to the right people

@stephpchang

apply findings to search

this product is a high involvement / think

product

@stephpchang

create landing pages to answer questions that

have high bounce rates and lots of visits

@stephpchang

incorporate rating snippets onto the site

or positive

reviews from 3rd party trusted

reviewers

@stephpchang

have benefits of the product clearly stated on the site

@stephpchang

test out paid search ad copy to speak to potential

customer concerns

@stephpchang

to optimize for search based on the

target audience

@stephpchang

these are ways we can become findable to the

right target audience

@stephpchang

using search

@stephpchang

but don’t STOP there

@stephpchang

as search becomes

more targeted

@stephpchang

for it to be truly effective,

@stephpchang

it must integrate with other marketing channels

@stephpchang

marketing integration

why integration?

@stephpchang

effective frequency

@stephpchang

what does effective frequency mean?

@stephpchang

Viewers need to see a message

several** times

**ranges from 3-11 times

@stephpchang

in order for the message to receive

maximum impact

@stephpchang

this doesn’t necessarily mean showing the same

ad over and over again

@stephpchang

@stephpchang

we want to see the same message reinforced in

different ways

@stephpchang

examples of marketing integration

let’s apply this process to a real business

@stephpchang

b2b company that made asset tags

@stephpchang

niche product with a small target audience

@stephpchang

busy office administrators in corporate businesses or

government@stephpchang

don’t do a lot of research online

@stephpchang

heavily price-focused

@stephpchang

just want the product to work

@stephpchang

low involvement / think product

@stephpchang

questions they ask

@stephpchang

does the product on curved surfaces?

@stephpchang

FAQ section on the site that address these questions

@stephpchang

we didn’t want to stop there

@stephpchang

we didn’t want just tactics, but a full campaign

@stephpchang

significant portion of the target demographic

@stephpchang

lived in urban or suburban

@stephpchang

@stephpchang

what would be useful to this target demographic?

@stephpchang

that solved a pain point

@stephpchang

show the product works

@stephpchang

the concept was the creation of

a consumer-facing tool

@stephpchang

free bike registry

@stephpchang

show effectiveness of product

@stephpchang

bikes work on curved surfaces

@stephpchang

QR codes work to track a valuable product

@stephpchang

partner with government agencies & getting the product right in

front of them

@stephpchang

because this is not solely a search campaign

integrate several marketing channels

@stephpchang

@stephpchang

built landing pages for both organic and paid

search

content to support community and press

@stephpchang

video & social

@stephpchang

@stephpchang

outreach to bike communities and

non-profits

across different sectors

@stephpchang

@stephpchang

we are expanding our reach

@stephpchang

as an extension of search

@stephpchang

and thus, achieving

effective frequency

because wherever they look

@stephpchang

you are there

@stephpchang

whether or not they

search for you

you are findable

@stephpchang

you are

results

project is a year old and

has received more partnerships and press

over time

@stephpchang

@stephpchang

visits new visits average visit duration

direct conversions

non-direct conversions

13,000+ 79% 4 minutes 2 103

key takeaways

search is more important than ever

@stephpchang

the emphasis needs to be switched to the

individual** user**see Justin Cutroni’s presentation

@stephpchang

we need to develop a better understanding of user

behavior @stephpchang

and how to integrate our learnings in search and

other channels

@stephpchang

in order for it to truly be effective

@stephpchangInsert cheesy picture

let’s make it personal !

@stephpchang

Thanks.Any questions?

STEPHANIE CHANG

stephanie.chang@distilled.net

@stephpchang