search marketing: still the killer app for online marketing
DESCRIPTION
Presentation Ben Lloyd gave for the Portland Business Journal's Biz Dev Seminar series. Covers the ROI of search marketing, SEO fundamentals, and how to integrate SEO & Social Media Marketing.TRANSCRIPT
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
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
Twitter: @AmplifySEM
SPEND YOUR MONEY ON SEMIn-House Marketers Compare ROI of Marketing Tactics
67%
63%
53%
28%
39%
17%
14%
18%
17%
30%
25%
24%
31%
27%
4%
11%
11%
34%
9%
39%
32%
11%
9%
6%
14%
28%
14%
27%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Search Engine Optimization (SEO)
House Email Marketing
Paid Search Marketing (PPC)
Direct Mail
Public Relations
Online Advertising
Print Advertising
Strongest TacticHighly VariableLow Value Tactic Hard to Gauge
MarketingSherpa 2009-2010 Search Marketing Benchmark Report
Traditional Keys to Search Marketing
Twitter: @AmplifySEM
HOW (AND WHY?) DOES SEARCH WORK?
Speak the same language as your target audience Keywords are like market research
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
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
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
Twitter: @AmplifySEM
SEO PRIMER: WEBMASTER TOOLS
Twitter: @AmplifySEM
On-Site Optimization is Absolutely Critical…
…But How Do You Win?
On-Site Optimization is Absolutely Critical…
…But How Do You Win?
Twitter: @AmplifySEM
AUTHORITY MAKES SEARCH GOAuthority: Links = Authority = Rankings
Overall Ranking Algorithm
25%
22%20%
15%
7%6% 5%
Trust/Authority of HostDomainLink Popularity of SpecificPageAnchor Text of External Links
On-Page Keyword Usage
Traffic and Click Through Data
Social Graph Metrics
Registration and Hosting Data
Overall Ranking Algorithm
25%
22%20%
15%
7%6% 5%
Trust/Authority of HostDomainLink Popularity of SpecificPageAnchor 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”
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”
Twitter: @AmplifySEM
BUT SEARCH IS NOW BIGGER THAN YOUR SITEThe Content and the Experience Matter - Not the Container
Twitter: @AmplifySEM
FUTURE OF SEARCHSEM & Other Disciplines Need to Work Together to Build Authority
Twitter: @AmplifySEM
SEARCH IS BIGGER THAN YOUR SITEA Practical Example
Twitter: @AmplifySEM
SEARCH IS BIGGER THAN YOUR SITEA Practical Example
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LESSONS?:•Build and curate your presence•Own your reputation•Everything that goes online can be leveraged for search
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Twitter: @AmplifySEM
BUT YOU ARE NOT IN CONTROL
3rd Party Site
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
• 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
Twitter: @AmplifySEM
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
Image courtesy SEOmoz
Twitter: @AmplifySEM
WHAT MAKES CONTENT SHAREABLE?Find relevance between your keywords and current trends & topics
Tap into topics of discussion around a keyword
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Latch on to current topics - find a tie-in
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Twitter: @AmplifySEM
HEDGE YOUR BETS - KNOW THE PLAYING FIELD
7 Scientifically Proven Ways to Get Shared on Facebook - Dan Zarella, HubSpot, FastCompany - 2010
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
• 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 now - But what’s in store for the
future?
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)
Twitter: @AmplifySEM
Google’s Take - Social Circle
• Integrating content from your connections
• Impact: You’ve gotta be connected
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?
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?
THANKS!Get the paper:
http://www.amplify-interactive.com/resources/secrets-sem-whitepaper/
Links from this paper: http://www.delicious.com/Amplify.Interactive/