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