Search Marketing - Still the killer app of online presence.
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Search marketing, specifically search engine optimization (SEO), is still critical for online presence and marketing. While the web has evolved beyond simple browsing to focus on accomplishing tasks, search remains how over 80% of internet users begin their research. To succeed at search marketing, businesses must focus on creating valuable content, building authority through links and social media engagement, optimizing their website for search engines, and having a presence that extends beyond their own website to the broader internet. The future of search will involve more integration with social media and a focus on mobile experiences.
Search Marketing - Still the killer app of online presence.
- 1. SEARCH MARKETING STILL THE KILLER APP OF ONLINE PRESENCE Dayn Wilberding, Director of Digital Culture : Grady Britton Ben Lloyd, President : Amplify Interactive PRESENTED BY PORTLAND BUSINESS JOURNAL - 2010 BIZDEV SEMINAR SERIES #3
- 2. Let’s review. Online Presence / Social Media / Search Marketing
- 3. The Web is dead. Long live the Internet. Less about browsing and more about getting. BRAND
- 7. Your Website Your Online Presence Human view
- 8. Your Website Your Online Presence Search Engine view
- 10. What does that mean for search marketing?
- 11. Search Marketing: (Still) the Killer App of Marketing Your Business Online
- 12. Twitter: @AmplifySEM PAID RESULTS VS ORGANIC (SEO) “SEM” Refers to Both PPC - 20% of Clicks SEO 80% of Clicks
- 13. Twitter: @AmplifySEM WHY IS SEARCH SO CRITICAL? • Over 80% of all Internet traffic begins at a search engine • 63% of users research buying decisions online • 61% of users visit your brand Website before buying (even if buying offline) • Consumers turn to information sources that aren’t your Web site – Search is about “getting found” – You’ve got to extend your brand
- 14. Twitter: @AmplifySEM SPEND YOUR MONEY ON SEM Search Engine Optimization (SEO) House Email Marketing Paid Search Marketing (PPC) Direct Mail Public Relations Online Advertising Print Advertising 0% 25% 50% 75% 100% 27% 14% 28% 14% 6% 9% 11% 32% 39% 9% 34% 11% 11% 4% 27% 31% 24% 25% 30% 17% 18% 14% 17% 39% 28% 53% 63% 67% Strongest Tactic Highly Variable Low Value Tactic Hard to Gauge MarketingSherpa 2009-2010 Search Marketing Benchmark Report In-House Marketers Compare ROI of Marketing Tactics
- 15. Traditional Keys to Search Marketing
- 16. Twitter: @AmplifySEM HOW (AND WHY?) DOES SEARCH WORK? Speak the same language as your target audience Keywords are like market research
- 17. Twitter: @AmplifySEM SEARCH ENGINES CAN DO 2 THINGS • Read Text and Follow Links • Rankings are based on those 2 cues alone • This is the past, present and future of search
- 18. Twitter: @AmplifySEM Influence Rankings •Title Tag - unique to every page •Body Copy - if you don’t say it, don’t expect to rank for it •Anchor Text •Categorized Content & Cross Links SEO PRIMER: OPTIMIZE YOUR SITE
- 19. Twitter: @AmplifySEM #1 SEO Take Home Tip: Turn Images and JavaScript off and review your site… This is how a search engine sees your site SEO PRIMER: WHAT SEARCH ENGINES SEE Same Page with Images Turned Off •Can Still Navigate •Can Still Read Copy •Image Links Replaced with Text Links If You CAN’T Get Around Your Site This Way - Neither Can a Search Engine Spider
- 20. Twitter: @AmplifySEM SEO PRIMER: WEBMASTER TOOLS
- 21. Twitter: @AmplifySEM On-Site Optimization is Absolutely Critical… …But How Do You Win?
- 22. Twitter: @AmplifySEM AUTHORITY MAKES SEARCH GO Authority: Links = Authority = Rankings 24% 22% 20% 15% 7% 6% 5% Trust/Authority of Host Domain Link Popularity of Specific Page Anchor Text of External Links On-Page Keyword Usage Traffic and Click Through Data Social Graph Metrics Registration and Hosting Data The takeaway? On-site optimization is critical, but links and other off-site factors are a tremendous part of the ranking algorithm -Source: 2009 SEOmoz study “Search Engine Ranking Factors” Overall Ranking Algorithm
- 23. Twitter: @AmplifySEM BUT SEARCH IS NOW BIGGER THAN YOUR SITE The Content and the Experience Matter - Not the Container
- 24. Twitter: @AmplifySEM FUTURE OF SEARCH SEM & Other Disciplines Need to Work Together to Build Authority
- 25. Twitter: @AmplifySEM SEARCH IS BIGGER THAN YOUR SITE A Practical Example LESSONS?: •Build and curate your presence •Own your reputation •Everything that goes online can be leveraged for search
- 26. Twitter: @AmplifySEM BUT YOU ARE NOT IN CONTROL 3rd Party Site BUT YOU ARE NOT IN CONTROL 3rd Party Site
- 27. Twitter: @AmplifySEM WHAT’S IT ALL MEAN? • Content is indeed still king • But content takes many different forms • Search engines are trying to present the most timely & relevant content • Marketers have got to become content generators • Content will beget links (authority) • Links will beget rankings • Social is an opportunity to create links with content • So, combine your SEO & social efforts
- 28. Twitter: @AmplifySEM Build Authority: Social Supports SEO Social Media Reaches the People With the Power to Link Appealing to the types of users who have the power to link will generate more links, which raises a site’s authority What Types of Users Link? • Website/Blog owners (ie – they have the ability to link!) • Participate in social media sites, forums & groups • Looking for great “stories” to share
- 29. Twitter: @AmplifySEM WHAT MAKES CONTENT SHAREABLE? Find relevance between your keywords and current trends & topics Tap into topics of discussion around a keyword Latch on to current topics - find a tie-in
- 30. Twitter: @AmplifySEM HEDGE YOUR BETS - KNOW THE PLAYING FIELD 7 Scientifically Proven Ways to Get Shared on Facebook - Dan Zarella, HubSpot, FastCompany - 2010
- 31. Twitter: @AmplifySEM TAKEAWAYS FOR SEO & SOCIAL • Both SEO & Social thrive on content – Create timely content to increase the likelihood of sharing • Organizations & marketers must adapt – Marketing organizations must become publishers • Break down barriers to publishing – Timeliness is key – You need a blog – Does IT or Legal = business prevention? Fix it. • Learn to listen, engage
- 32. So that’s what’s happening with search now But what’s in store for the future?
- 33. Twitter: @AmplifySEM Are Users Searching on Social Sites? • Only for people • “Lazy Web” or “Crowdsourcing” > Users ask for ideas & recommendations – Become part of the network – Join the conversation – Have a good reputation • Users fan/follow brands – Be findable • Users give opinions on brands – Monitor and engage • Users attend offline events / meet ups to connect over similar interests – Connect & win fans offline (engage/ sponsor/support/organize)
- 34. Twitter: @AmplifySEM Google’s Take - Social Circle • Integrating content from your connections • Impact: You’ve gotta be connected
- 35. Twitter: @AmplifySEM BONUS “FUTURE OF SEARCH” TIP MOBILE INCREASES IN IMPORTANCE Mobile Internet usage is exploding with the adoption of smart phones Mobile searchers are task-oriented, close to converting You must consider the mobile experience for your visitors Are content needs & conversion points different? What about an App? Many times mobile visits are a result of social apps - sharing is likely to result in mobile visits Is your content mobile-friendly? PPC can be targeted at mobile SEO is about the same, but what do the results look like?
- 36. Twitter: @AmplifySEM SEM PUNCH LIST • Know your keywords & put your finger on the pulse • Optimize your site • Build authority – No social strategy? Get one. – Make sure SEM, PR, Social & Creative are talking – Content - remove barriers to nimble & frequent publishing • What’s your mobile strategy?
- 37. THANKS! Get the paper: www.amplify-interactive.com/pbj Other links: http://www.delicious.com/Amplify.Interactive/pbj http://www.sempdx.org/
- 38. TOP 6 BIZDEV SERIES TAKEAWAYS Go forth, and multiply your presence.
- 39. 1TOP 6 BIZDEV TAKEAWAYS Think beyond the browser.
- 40. 2TOP 6 BIZDEV TAKEAWAYS Become a content generator.
- 41. 2bTOP 6 BIZDEV TAKEAWAYS Have a blog. (Become a content generator.)
- 42. 2cTOP 6 BIZDEV TAKEAWAYS See also 2a. (Become a content generator.)
- 43. 3TOP 6 BIZDEV TAKEAWAYS Consider the context.
- 44. 4TOP 6 BIZDEV TAKEAWAYS Know your audience.
- 45. 5TOP 6 BIZDEV TAKEAWAYS Build authority, everywhere.
- 46. 6TOP 6 BIZDEV TAKEAWAYS Make your online presence a priority.
- 47. Thank you. Amplify-Interactive.com GradyBritton delicious.com / daynw / pbj1 delicious.com / daynw / pbj2 delicious.com / Amplify.Interactive / pbj [email protected] AmplifySEM [email protected] GradyBritton.com