Cheval Briefing State of Search
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State of Search Briefing February 3, 2011
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Transcript of Cheval Briefing State of Search
State of Search Briefing February 3, 2011
State of Search
SEO, SEM = Basic Foundation…but not really marketing
State of Search
SEO, SEM = Basic Foundation…but not really marketing
Visibility Performance
Ability to engineer search results Extremely diminished
•Google Instant Search•Google personalisation of results
• based on click behaviour•Google streaming reviews + other sites’ content•Reduced ‘real estate’•Google Places domination of 1st page•Increase of Bing search engine
Onsite Optimisation Components
Online-Offsite Actions
Google Instant SearchRecommends search terms
Based your YOUR click history
LocationSearch terms
Results driven By Google Places
Date source =Google Places
Significantly reduced ‘real estate’For organic results
Links streamed fromReview sites + other
Data sources
From Home Page Text
Media Reviews
Property Specific Map +Area Attractions
Created for website link
Click through the Icon to maplisting
Bing is gaining influenceUses Google-like
tactics
If a user clicks on a recommendedSearch phrase, it will not show in
Key word analytics
Bing – Geo OrientationFor Map search results
WebsiteTraffic Source
Website Referring Sources
Maps increasing
Google search = 6 + 8
Key Search Phrases
Brand Name driven
Strategy =
Step up Map visibility + Property Name Search results
Key search Terms
Basically unchanged over previous 6 months
Back to Google Places Search results
Back to Google Places In addition to GA visitor data –
Blue = impressionsGreen = how many clicked through
Back to Google Places Promo section – can be updated
By each propertyUse for App promo, at launch
Google Places
Paid for Enhanced Tags
State of Search
So what are we doing for Visibility Performance – Given all these changes ???
State of Search
•Geo oriented mini-network in existing site•Optmise for individual property name•Text links to enhanced
•Google Map•Bing Map
•Update Qype, Yell ‘Trusted Places’, Yelp Shared directory sources
New page
New page
New page
Text link
Text link
Mini network:Property name SEO +
Locale content
04/18/23
State of Search
Get EACH property ‘on the map’•Google Places registration•Quality – synced – descriptions•Tagged photos•Enhanced listings
Your Property Here…
