mark baartse, first rate - 'seo part of marketing
DESCRIPTION
iStrategy Conference 2011: Mark Baartse, First Rate, 'SEO as Part of an Integrated Marketing Campaign' (Day One)TRANSCRIPT
SEO & Integrated Marketing CampaignsMark BaartseConsulting DirectorFirst Rate
What is the Value of Branding?
•
X
Does SEO really
build brand?
$ = Research
13% click through – Triumph!How about the other 87%?
• Eye tracking
X
SEO & PPC
• Click-Through Rate (CTR) is increased for the top organic listing if there is a top paid listing present as well.
Unprompted brand recall: “When you think of fuel-efficient cars, which come to mind?”
A 2.2x Lift in Aided Brand Recall When Brand Is in Top Sponsored and Top Organic Results
How about branded
searches?
X
SEO is ranked as the #2 online marketing tactic for affecting brand perceptions.
71% Of users expectleading brands to be on top of the search results page
Organic average: 21.5%Top paid spot average: 14.5%Organic + top spot: 24.8%
Do they even know the difference?
18% No82% Yes
Do People Trust SEM or Paid?
Do users have more trust in natural results than sponsored results?
Definitely not – 1.75%Probably not – 6.55%Maybe – 19.65%Probably so – 36.68%Definitely – 35.37%
Do People Trust SEM or Paid?
• Is your SEO purely performance focussed?• What parts of online do you consider branding?
Question
Performance vs Brand
• Include your search agency • Share your marketing calendar• Plan – SEO takes time• Budget
Search and ATL Campaigns
Nov 2010 experienced a 39.43% uplift in Conversion Rate
Conversion Rate between Oct and Nov 09 averaged a 5.01% decrease YOY. Forecasting a 7.17% Conversion Rate for November 2010
• Non-branded organic traffic• Sales/leads• Rankings• Link quality
Typical SEO Measures
• Is there tension between performance
and brand?
• How do you measure multiple KPIs?
• Can SEO impact on brand be measured?
Question
X
SEO
• Boring site = hard to SEO•
X
“Make Your Brand Like Candy”
Title
Meta Description
HEAD TERMS
VS
LONG TAIL
• Should you do SEO on Competitor brands?
Question
• Social in algo• (giant “like” button?)•
Social and SEO
Good Site=
Good SEOAND
Improved Brand
Questions?Mark BaartseConsulting Director [email protected]/in/markbaawww.firstrate.com.au
• What is your reputation contingency plan?• Does it include SEO?
Reputation Management
• Sub domains• Friendly articles• Press releases• Microsites• Linkedin• Can (maybe) cheat using QDF?
Blocking
Questions?Mark BaartseConsulting Director [email protected]/in/markbaawww.firstrate.com.au