1

iCrossingWhy search, who we are, our award winning process, deliverables and tools…

be

FOUND

Search Gets Social

2

Search Marketing is an exciting

field…it’s always evolving.

3

Google is a worldwide leader in

Search innovation and generally

uses the U.S. market as a test bed

for anything new.

4

Popular innovations will proliferate

to other markets, like Russia, and

will likely influence other search

engines, like Yandex.

5

Search marketing is entering

a new era.

6

Agenda

• Evolution of SEO

• SEO Today

• Search Gets Social

• Questions & Answers

7

Evolution of SEO

7

8

Evolution of SEO

• On-page content

• HTML mark-up

• Keyword density

• Mature domains

• Google “Sandbox”

SEO 1.0

Golden Age of SEO

1998-2006

SEO 2.0

Silver Age of SEO

2007-2010

SEO 3.0

SEO Today

2010-????

• On-page content

• Reputable In-links

• Blended search

results

• HTML mark-up

• Mature domains

• On-page content

• Fresh content

• Social relevancy

• Real-time search

results

• HTML mark-up

9

“Old School” Best Practices

10

Google.com way back in 2007

SEO in 2007 focused on link building to achieve top placement in organic

results. Proper Snipet elements were also critical to success.

11

Google.com today

In 2011, Google SERP’s have evolved quite a bit: more color, blended results, more filtering

options, Site Links, Site Preview, Instant, Suggestions, personalization, and more.

12

SEO Today

12

13

Google continues to dominate, the U.S. and the world

Google Sites lead the U.S. search market in February 2010 with 65.6% market share,

followed by Yahoo! Sites at 16.1% and Microsoft sites, which includes Bing.com, at 13.6%.

Source: comScore

14

Search engine result pages have matured…

The composition of a search result page will vary by query. All major search engines provide

users with “Universal Search” results which typically include: Web pages, images, news results,

videos, local listings, and social media mentions (likes, tweets, etc.).

15

“Visibility” is all about page 1, above the fold

According to iCrossing data, roughly 95% of all non-branded natural search traffic comes from

page 1 of the SERPs. While visibility on page 2 or 3 may seem “visible” to many, the likelihood

that these results will drive traffic to your website is minimal.Source: iCrossing

16

Question:

How many changes did Google

make to it’s organic algorithm in

2010?

17

Answer:

More than 400!

• 30X growth over the course of only three years

• Other “mobile” devices, such as tablets, are also gaining market share

Source: Google Internal Data, based on a basket of 10,000 keywords

The “Year of Mobile” is (finally) here

July 2007 – June 2010

US Google Mobile Query Growth

Device Launches

18

Mobile to overtake desktop search

Mobile search queries will surpass desktop queries overall by 2014,

and among some populations – this is already the case Source: Forrester

Local Search is exploding

• Local search related queries growing roughly 50% annually

• The #1 access method for local information is the mobile browser

1 BILLION LOCAL

SEARCHES

1.5 BILLION LOCAL SEARCHES

2.3 BILLION LOCAL SEARCHES

3.45 BILLION LOCAL SEARCHES

/ month in 2009

/ month in 2010

/ month in 2011

/ month in 2012

Source: Forrester

21

Search Gets Social

21

22

As exciting as Mobile and Local

Search are…

Social Search is more exciting!

23

Social media influencing SEO?

Why!?

• More than 500 million active users

• Average user has 130 friends

• People spend over 700 billion minutes per month on Facebook

• There are more than 250 million active users currently accessing Facebook

through their mobile devices.

• There are over 900 million objects that people interact with (pages, groups,

events and community pages)

• Average user is connected to 80 community pages, groups and events

• Average user creates 90 pieces of content each month

• More than 30 billion pieces of content (web links, news stories, blog posts,

notes, photo albums, etc.) shared each month. Source: Facebook

Why? Facebook, for one

24

• 105,779,710 registered users.

• New users are signing up at the rate of 300,000 per day.

• 180 million unique visitors come to the site every month.

• 75% of Twitter traffic comes from outside Twitter.com (via 3rd party

applications.)

• Twitter gets a total of 3 billion requests a day via its API.

• Twitter users are, in total, tweeting an average of 55 million tweets a day.

• Twitter's search engine receives around 600 million search queries per day.

• Of Twitter's active users, 37 percent use their phone to tweet.

Source: Twitter

Why? Twitter, for another

25

26

Social media has massive reach

AND massive influence.

27

Google is smart…they recognize

the influence of social media

Social media integrated into natural search results

28

Social signals (such as retweets, Likes) are playing into the ranking mix, and having an impact

on the composition of the search result page itself.

29

How does this change our approach to SEO?

• SEO basics remain important

• SEO strategy now includes inter-relationships with

social media properties like Facebook, Twitter

• Optimize social media assets

• Adapt analytics to track cross-channel data

30

Questions & Answers

30

31

Thank You

31