search marketing - still the killer app of online presence

SEARCH MARKETINGSTILL THE KILLER APPOF ONLINE PRESENCEDayn Wilberding, Director of Digital Culture : Grady BrittonBen Lloyd, President : Amplify InteractivePRESENTED BY PORTLAND BUSINESS JOURNAL - 2010 BIZDEV SEMINAR SERIES #3

Let’s review.

Online Presence / Social Media / Search Marketing

The Web is dead. Long live the Internet.Less about browsing and more about getting.

BRAND

visitor content

browser

web

visitor content

browser

internet

Your Website

BRAND

Your Website Your Online Presence

Human view

Your Website Your Online Presence

Search Engine view

Identity has evolved.

What does that mean for search marketing?

Search Marketing: (Still) the Killer App of Marketing Your Business Online

Twitter: @AmplifySEM

PAID RESULTS VS ORGANIC (SEO)“SEM” Refers to Both

PPC - 20% of Clicks

SEO80% of Clicks


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


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

Traditional Keys to Search Marketing


HOW (AND WHY?) DOES SEARCH WORK?

Speak the same language as your target audience Keywords are like market research


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


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


#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 LinksIf You CAN’T Get Around Your Site This Way -

Neither Can a Search Engine Spider


SEO PRIMER: WEBMASTER TOOLS


On-Site Optimization is Absolutely Critical…

…But How Do You Win?


AUTHORITY MAKES SEARCH GOAuthority: Links = Authority = Rankings

24%

22%

20%

15%

7%6% 5%

Trust/Authority of Host DomainLink Popularity of Specific PageAnchor Text of External LinksOn-Page Keyword UsageTraffic and Click Through DataSocial Graph MetricsRegistration 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


BUT SEARCH IS NOW BIGGER THAN YOUR SITEThe Content and the Experience Matter - Not the Container


FUTURE OF SEARCHSEM & Other Disciplines Need to Work Together to Build Authority


SEARCH IS BIGGER THAN YOUR SITEA Practical Example

LESSONS?:•Build and curate your presence•Own your reputation•Everything that goes online can be leveraged for search


BUT YOU ARE NOT IN CONTROL

3rd Party Site

BUT YOU ARE NOT IN CONTROL

3rd Party Site


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


Build Authority: Social Supports SEOSocial 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


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


HEDGE YOUR BETS - KNOW THE PLAYING FIELD

7 Scientifically Proven Ways to Get Shared on Facebook - Dan Zarella, HubSpot, FastCompany - 2010


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

So that’s what’s happening with search nowBut what’s in store for the future?


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)


Google’s Take - Social Circle

• Integrating content from your connections• Impact: You’ve gotta be connected


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?


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?

THANKS!Get the paper:

www.amplify-interactive.com/pbjOther links:

http://www.delicious.com/Amplify.Interactive/pbjhttp://www.sempdx.org/

http://www.amplify-interactve.com/pbj

http://www.amplify-interactve.com/pbj

http://www.delicious.com/Amplify.Interactive/pbj


http://www.sempdx.org/

http://www.sempdx.org/

TOP 6 BIZDEVSERIES TAKEAWAYSGo forth, and multiply your presence.

1TOP 6 BIZDEV TAKEAWAYS

Think beyond the browser.


Become a content generator.

2bTOP 6 BIZDEV TAKEAWAYS

Have a blog.(Become a content generator.)

2cTOP 6 BIZDEV TAKEAWAYS

See also 2a.(Become a content generator.)


Consider the context.


Know your audience.


Build authority, everywhere.


Make your online presence a priority.

Thank you.

Amplify-Interactive.com

GradyBritton

delicious.com / daynw / pbj1delicious.com / daynw / pbj2delicious.com / Amplify.Interactive / pbj

[email protected]

[email protected]







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