The Guardian - Future of Advertising Summit
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Transcript of The Guardian - Future of Advertising Summit
Search Engine Optimisation
Guardian Future of Advertising 2009
What are search engines, why are they important?
search engine optimisation
3Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
The School of Information Management and Systems at the University of California-Berkeley calculates
…Five exabytes of new information - roughly five billion gigabytes - was created in 2002 alone. Five exabytes is like half a million libraries as big as the Library of Congress print collections.
Almost 800 MB of recorded information is produced per person, per year: if stored on paper, that would take up about ten metres (30 feet) of books.
http://www.sims.berkeley.edu/research/projects/how-much-info-2003
search engine optimisation
4Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
Yahoo! = 20 billion items in 2005
over 19.2 billion web documents
1.6 billion images
over 50 million audio and video files
Source: 2005 http://www.ysearchblog.com/archives/000172.html
search engine optimisation
5Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
Google = 50,000,000,000 items?
and we all expect instantaneous results
and growing
search engine optimisation
6Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
search engine optimisation
7Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
New website visitors which come from a search
engine. (Forrester)
73%
What search engines do people use?
search engine optimisation
9Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
Search experiences
Research/Info (Google, Yahoo, BING)
Commercial (Ebay, Amazon, Rightmove)
News (Google News, Technorati, Digg)
Entertainment (YouTube)
Friends (Facebook, BEBO, LinkedIn)
search engine optimisation
10Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
They did use all of these:
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11Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
But now they mostly use:
search engine optimisation
12Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
HOW MUCH MARKET SHARE (SEARCH REFERRALS)
DO YOU THINK GOOGLE HAS?
search engine optimisation
13Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
Hitwise.co.uk
search engine optimisation
14Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
“People always make the assumption that we're done with search. That's very far from the case. We're probably only 5 per cent of the way there. We want to create the ultimate search engine that can understand anything ... some people could call that artificial intelligence.”Larry Page, Google
search engine optimisation
15Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
“Google's mission is to organize the world's information and make it
universally accessible and useful.”
Cue scary music & dim lights
search engine optimisation
16Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
search engine optimisation
17Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
search engine optimisation
18Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
search engine optimisation
19Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
search engine optimisation
20Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
search engine optimisation
21Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
search engine optimisation
22Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
The web is getting more densely packed
6% of all web traffic was received by Google
Arbor Networks 2009
So as the way we interact with the world and the media has changed, and continues to change, how has advertising kept pace?
search engine optimisation
24Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
Offline Ad Spend Moving Online
Internet Usage Still Growing New Content
Forms
New Devices
search engine optimisation
25Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
Online > National Newspaper Advertising• UK online spending at £2.016bn• 11.4% of total advertising revenues IAB
2006
search engine optimisation
26Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
Online > TV Advertising
2009
search engine optimisation
27Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
During the first half of 2009, online accounted for
• 23.5 %of overall ad spend within the U.K.• £1.75 billion
• TV advertising accounted for 21.9 % in H1
PricewaterhouseCoopers, IAB U.K. World Advertising Research Centre
search engine optimisation
28Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
The Crunch
• In tough times habits change
• Bargain hunters
• More clicks less conversions
• Browsing not buying
search engine optimisation
29Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
Bargain hunting through the credit crunch saw a surge in coupon and voucher related traffic
search engine optimisation
30Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
Online Lead Generation (B2C) Report 2009
What is search engine optimisation?
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32Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
“Search engine optimization (SEO) is a set of methodologies aimed at improving the visibility of a website in search engine listings.”
wikipedia.org/wiki/SEO
search engine optimisation
33Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
Search engine optimisation is not considered bad by Google…
…but some search engine optimisation techniques are.
http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35291
search engine optimisation
34Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
Search Engines are evolving
Web technology is evolving
Search engine optimisation is about considering how the two interact.
search engine optimisation
35Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
That differs from
Pay per click (PPC) is an advertising model…where advertisers only pay when a user actually clicks on an advert to visit the advertiser's website.
http://en.wikipedia.org/wiki/Pay_per_click
search engine optimisation
36Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
Pay per click advertising is how Google makes its money.
It pays for the services provided by Google for free that we may sometimes take for granted.
search engine optimisation
37Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
Pay Per Click AdvertsOrganic
In case you were in any doubt
What and why are people investing in search?
search engine optimisation
39Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
HOW MUCH DO YOU THINK UK BUSINESSES SPEND ON
SEARCH ENGINE MARKETING?
search engine optimisation
40Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
11% of companies surveyed are spending more than £100,000 annually on search engine optimisation.
UK Search Engine Marketing Report 2009
search engine optimisation
41Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
UK Search Engine Marketing Report 2009
search engine optimisation
42Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
15% of companies surveyed are spending more than £500,000 annually on paid search.
UK Search Engine Marketing Report 2009
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43Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
UK Search Engine Marketing Report 2009
Measuring Success
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45Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
John (Nelson) Wanamaker (July 11, 1838 – December 12, 1922) was a much respected and admired United States merchant, religious leader, civic and political figure, considered the father of modern advertising. Wanamaker was born in Philadelphia, Pennsylvania.
search engine optimisation
46Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
John (Nelson) Wanamaker
(July 11, 1838 – December 12, 1922) was a much respected and admired United States merchant, religious leader, civic and political figure, considered the father of modern advertising. Wanamaker was born in Philadelphia, Pennsylvania.
search engine optimisation
47Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
"I know I waste half the money I spend on advertising, the problem is, I don't know which half."
search engine optimisation
48Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
Digital has been successful because
Modern day web analytics allow us to target advertising messages much more precisely than ever, and to gain comprehensive data on the viewers of ads, website visitors and outcomes of our campaigns.
search engine optimisation
49Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
TV needs to go online
YouTube Insight
Not broadcast – two way dialogue
search engine optimisation
50Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
No one is perfect, but we are getting better
The proportion of companies who are tracking paid search ROI effectively has increased from 33% last year to 45% in 2009.
For SEO, there has been an even bigger increase, from 20% to 35%.
UK Search Engine Marketing Report 2009
search engine optimisation
51Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
Tracking ROI from SEO
Clicks / visitors
Number of sales
Value of sales
Leads
Position (branding)
Page impressions
Profit margin
Lifetime value
Telephone calls
No tracking
69%
47%
38%
36%
34%
29%
14%
13%
11%
9%
UK Search Engine Marketing Report 2009
search engine optimisation
52Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
Changes in SEO tracking since 2008
UK Search Engine Marketing Report 2009
search engine optimisation
53Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
Tracking ROI from Paid Search
Clicks / visitors
Number of sales
Value of sales
Leads
Page impressions
Position (branding)
Profit margin
Lifetime value
Telephone calls
No tracking
61%
53%
43%
37%
22%
19%
21%
19%
14%
13%
UK Search Engine Marketing Report 2009
search engine optimisation
54Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
Changes in paid search tracking since 2008
UK Search Engine Marketing Report 2009
search engine optimisation
55Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
Mindshare – a better way of measuring brand coverage
search engine optimisation
56Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
Which is good because…
UK Search Engine Marketing Report 2009
How does social it fit into all this?
search engine optimisation
58Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
HOW MANY TYPES OF ACTIVITIES CONDUCTED BY YOUR
BUSINESS OR EMPLOYEES WOULD YOU CLASSIFY AS
'SOCIAL‘ ?
search engine optimisation
59Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
It is my belief that…social media is not a fad…
the web is inherently SOCIAL!
search engine optimisation
60Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
and always has been.
• Bulletin Boards (1970s)
• Usenet (1979)
• Internet Relay Chat (IRC) (1988)
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61Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
• Social Networking
• Social Bookmarking
• RSS
• Blogging
• Micro Blogging
• Forums
search engine optimisation
62Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
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63Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
Social Networking
• Club Penguin
• Bebo
• MySpace
• SagaZone
search engine optimisation
64Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
Social Bookmarking
Saving, sharing and sometimes voting on things you find interesting.
search engine optimisation
65Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
and then there is
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66Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
search engine optimisation
67Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
search engine optimisation
68Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
search engine optimisation
69Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
UK Search Engine Marketing Report 2009
search engine optimisation
70Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
Pause for thought
ON AVERAGE WHAT % OF UPSTREAM TRAFFIC TO
WEBSITES COMES ON FROM SOCIAL MEDIA?
search engine optimisation
71Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
We asked…
Were your organisation's social media campaigns more or less successful than you expected?
Almost half of respondents surveyed don’t know how to assess the success of their social media campaigns.
search engine optimisation
72Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
Didn’t know or didn’t care
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73Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
60,000 websites, 74 Million Impressions
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74Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
“Despite predictions that social media will replace search engines as Internet users’ primary method of finding information online, a breakdown of the numbers shows that isn’t the case.”
http://chitika.com/research/2009/social-vs-search/
search engine optimisation
75Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
Social media still generates massive amounts of content
http://youtube-global.blogspot.com/2009/05/zoinks-20-hours-of-video-uploaded-every_20.html
20hrs of videos uploaded to YouTube every minute
search engine optimisation
76Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
…and more content
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77Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
What can you do?
Information divulged by individuals via social media channels will increasingly influence search engine ranking algorithms.
Ironically - Search engines will increasingly be required to organise those channels.
Summary
search engine optimisation
79Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
Summary
Search continues to grow as belt tightening demands more transparent media
SEO seeing the biggest rise in budgets over the past 12 months
Social media can and does support SEO
As the internet grows, search engines will get more, not less important.
Measurement is a cornerstone of digital advertising.
search engine optimisation
80Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
Response
UK Search Marketing Report 2009Almost 900 respondents
Online survey in February and March 2009• 436 company search marketers• 341 supplier respondents
SMEs and Blue Chips
Range of sectors
search engine optimisation
81Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
See Dave in the coffee area or register to download at:
www.guava.co.uk/uksem2009
search engine optimisation
82Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
Accreditations
Google Adwords Qualified Company
Google Enterprise Partners
Google Analytics Partners
Omniture Partners
Guava are members of:• Internet Advertising Bureau (IAB) (Search Council)• SEMPO (UK working group)• e-consultancy
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83Edward Cowell – Search Engine Optimisation (SEO) Director. Copyright: www.Guava.co.uk
www.guava.co.uk