Stretching Your Search Skills - Stephanie Chang - SearchLove Boston
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we are drowning in content @stephpchang
description
Transcript of Stretching Your Search Skills - Stephanie Chang - SearchLove Boston
we are drowning in content
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…in 5 years, the amount of digital information created &
shared has exploded.
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by 2015, there will
9 zettabytes of content on the web
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this makes search increasingly more important
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we need search to help find content
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that is most relevant to
specific individuals
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search technology will evolve to meet that need
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and show more personalized results
@stephpchangShow a result
whatIs the future of search?
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targeted messaging
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founded on data
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such as the demographic and
user behavior of the individual
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howdoes this affect search
marketers….today?@stephpchang
Stretching Your Search Skills
STEPHANIE CHANG
search values
findability@stephpchang
findability used to look like this
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getting to page 1 for a given keyword
isn’t enough anymore
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same query – different results
search is no longer just
transactional@stephpchang
it’s becoming more personal
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user demographics are becoming more
important@stephpchang
our goal is to befindable to the
right people@stephpchang
1. user research
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2. testing targeted messaging
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3. applying learnings to search
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4. integrating core message onto multiple
channels
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we need to focus on
our users@stephpchang
user research
first, who are the
consumers?@stephpchang
and what do we know about them?
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and how can we target them effectively
through search?
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look at consumer behavior
use the digital footprints they leave behind
to help us
understandour core audience
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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
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to determine the type of content
we should be prioritizing
this is the 3rd result that appears for “is [company] legit?”
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first goal:
build pages
second goal:
improve engagement on the page to measure trustworthiness
we can also use this data
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in combination with demographics data
in Google Analytics
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to test different intents
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like using Google’s Display Planner
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and targetingdefined
in-market buyer
segments
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what do we do with this data?
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create tailored messages
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that resonates with your core audience
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targeted messaging
“Voted #1 specialist in [product] for [core audience]”
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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
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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
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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
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because you can target a
specific demographic
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@stephpchangSource: Stephen Croome
this provides instant feedback on your
messaging and target audience
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and also builds the initial community prior
to launch
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sample client:
education software
target demographic
female age 24-45 not tech savvy use the product for in-house training
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Use this information to target
specific segments
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keyword queries site received
elearning software instructional design
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questions received in Google Analytics included:
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how is this (product) more effective than other
forms of learning?
(141 visits with a 60% bounce rate)
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how to record high quality audio using (product)?
(309 visits & 82% bounce rate)
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use data collected on common concerns / behavior & create tailored messages to test
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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
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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
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apply findings to search
this product is a high involvement / think
product
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create landing pages to answer questions that
have high bounce rates and lots of visits
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incorporate rating snippets onto the site
or positive
reviews from 3rd party trusted
reviewers
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have benefits of the product clearly stated on the site
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test out paid search ad copy to speak to potential
customer concerns
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to optimize for search based on the
target audience
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these are ways we can become findable to the
right target audience
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using search
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but don’t STOP there
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as search becomes
more targeted
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for it to be truly effective,
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it must integrate with other marketing channels
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marketing integration
why integration?
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effective frequency
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what does effective frequency mean?
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Viewers need to see a message
several** times
**ranges from 3-11 times
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in order for the message to receive
maximum impact
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this doesn’t necessarily mean showing the same
ad over and over again
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we want to see the same message reinforced in
different ways
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examples of marketing integration
let’s apply this process to a real business
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b2b company that made asset tags
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niche product with a small target audience
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busy office administrators in corporate businesses or
government@stephpchang
don’t do a lot of research online
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heavily price-focused
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just want the product to work
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low involvement / think product
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questions they ask
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does the product on curved surfaces?
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FAQ section on the site that address these questions
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we didn’t want to stop there
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we didn’t want just tactics, but a full campaign
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significant portion of the target demographic
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lived in urban or suburban
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what would be useful to this target demographic?
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that solved a pain point
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show the product works
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the concept was the creation of
a consumer-facing tool
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free bike registry
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show effectiveness of product
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bikes work on curved surfaces
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QR codes work to track a valuable product
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partner with government agencies & getting the product right in
front of them
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because this is not solely a search campaign
integrate several marketing channels
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built landing pages for both organic and paid
search
content to support community and press
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video & social
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outreach to bike communities and
non-profits
across different sectors
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we are expanding our reach
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as an extension of search
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and thus, achieving
effective frequency
because wherever they look
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you are there
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whether or not they
search for you
you are findable
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you are
results
project is a year old and
has received more partnerships and press
over time
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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
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the emphasis needs to be switched to the
individual** user**see Justin Cutroni’s presentation
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we need to develop a better understanding of user
behavior @stephpchang
and how to integrate our learnings in search and
other channels
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in order for it to truly be effective
@stephpchangInsert cheesy picture
let’s make it personal !
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