Leveraging Search & Social MediaBuilding Traffic to Your Site Using Search Engines & Other Tools

National National Religious Religious Broadcasters Broadcasters Case StudyCase Study

Presentation Overview

INTERNET MARKETING Search Engine Marketing (SEM)

– Pay Per Click (PPC)– Search Engine Optimization (SEO)

Social Media Marketing (SMM)– Social Media Optimization (SMO)

Video Search Engine Optimization (VSEO)

The Future of Search

U.S. Search Market January 2008 Google received 6.1 Billion out of the 10.5 Billion Searches

comScore Media Metrix

Global Search Market December 2007 Google received 41.3 Billion out of the 66.4 Billion Searches

comScore Media Metrix

A Few Stats to Start

1.3 Billion People Online1

99% of all searches in English in the US occur on Google, Yahoo, MSN, AOL and Ask (or websites empowered by these search companies) 2

Less than 3% ever go past page two 3

Sources:

1 Computer Industry Almanac

2 GregOutlaw.com

3 comScore Media Metrix

Pay Per Click (PPC)“At an average cost per acquisition of $8.50, Internet search was more than twice as efficient as the next best marketing channel.”

Source: October 06

Piper Jaffrey & Co

The New eCommerce Decade:The Age of Micro Targeting

Source: October 06

Piper Jaffrey & Co

Average Cost Per Customer Acquisition

Internet Search $8.50

Online Yellow Pages $20.00

Online Display Ads $50.00

E-Mail $60.00

Direct Mail $70.00

Why not just use PPC?

Only 27.7% of Google Users will click on a sponsored PPC link.

72.3% of Google’s users choose a natural (SEO) result rather than a PPC result

AllAboutGOD in 2006

10.7 Million Visitors Nearly 3 Million Gospel Presentations in 12 months 23,436 People Indicated First Time Commitments! At 10 cents per visitor PPC would have cost

AllAboutGOD $1,000,000 to reach 10 Million If we were very generous and agreed that the

budget required to carry out our SEO marketing was $100,000 then PPC, at the very best rates, would have cost at least 1,000% more than SEO.

Source:

AllAboutGOD.com 2006 Report

AllAboutGOD in 2007

22.7 Million Visitors Nearly 18 Million Gospel Presentations in 12 months 104,875 People Indicated First Time Commitments! A New Visitor Every 1.5 Seconds A Gospel Presentation Every 1.7 Seconds A Decision Every 5 Minutes 97% of Traffic Driven Through SEO, SMO and VSEO

Sources:

AllAboutGOD.com 2007 Report

What about Pay Per Click?

Temporary Solution as SEO RampsShort Term ProjectsRapid Marketing TestingTime Sensitive InformationFall Back Plan (Disaster Recovery)To increase click-thru to SEO results

Search Engine Optimization (SEO)

“SEO is at least 1,000% more cost effective than the second best Internet marketing channel.”

Source:

Greg Outlaw

Some Examples of AllAboutGOD’s Websites that are #1 on Google.

Searching Who is God (AllAboutGOD.com)

Searching Christian Fasting (AllAboutGOD.com)

Searching Darwin’s Theory (darwins-theory-of-evolution.com)

Searching Forgiving Infidelity (AllAboutLifeChallenges.org)

Searching Prayer of Salvation (AllAboutGOD.com)

SEO Flow of Work

Web Strategy & Business Focus Strategic Keyword Phrase Targeting Detailed Competitive Analysis Kinetic Viral Marketing & Link Strategy Long Tail Marketing & SEO Maintenance Extended Logging Web Traffic Analysis Proactive Tactical Modification based on

Web Analytics Intelligence

Search Engine Optimization

A marketing overview of best practices to rank multimedia and multilingual content at the top of Google, Yahoo, & MSN to drive visitor acquisition through:

Kinetic Viral Marketing– Kinetic energy is the energy by virtue of the motion of an

object. It is defined as the work needed to accelerate a body from rest to its current velocity. Having gained this energy during its acceleration, the body maintains this kinetic energy.

Long Tail Marketing– Less popular phrases in greater quantities are more effective

than a few blockbuster phrases.

Google’s Algorithm Simplified

SEO is like Football – “a Battle of Inches” 65% Links

– 50% Links from Authority Websites (Directories, Trusted Sites, Press Releases, etc)

– 50% Topical Links (Non-Reciprocal Links from topically relevant websites)

35% On Page Factors– Web Design and Internal Structure.

Source:

GregOutlaw.com

Kinetic Viral Marketing (KVM)

BEST PRACTICES Domain Names Content is still King Site Structure (Keyword-Rich, Flat Directories, &

Spiderable) Code (Optimized with Meta Data) Links (Internally & Externally Relevant) Media (Text/Images, Video, and Audio) Syndication (RSS & Link to us pages)

Multilingual SEO Examples of Our SitesMathematics is a Universal Language

http://www.allaboutlifechallenges.org/chinese– Searching Google China for 应对焦虑

http://www.allaboutlifechallenges.org/japanese– Searching Google Japan for 失業問題の対処

http://www.allaboutlifechallenges.org/spanish– Searching Google Spain for Sobrellevar la Depressión

http://www.allaboutthejourney.org/dutch– Searching Google Dutch for De Oorsprong van het Universum

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Graph and forecast compiled internally. Sources: Global Reach and SIL International/Ethnologue. Forecasts: 2005 by Global Reach, 2006 - 2009 by AllAboutGOD.com

The Long Tail a.k.a. Zipf’s Power Law Probability Distribution Curve

The frequency of any word is generally inversely proportional to its rank in the frequency table. Thus, the most frequent word will occur approximately twice as often as the second most frequent word, which occurs twice as often as the fourth most frequent word, etc.

A Long Tail Example

Source:

MIT

A Long Tail Example

Source:

MIT

A Long Tail Example

Searching Pros and Cons of Prayer in School

Long Tail Marketing

BEST PRACTICES ON SITE Keyword Research Tools User Generated Content

BEST PRACTICES OFF SITE Media (Video and Audio) Syndication (RSS & Link to us pages)

Social Software Landscape

Communication Tools - handle the capturing, storing,

and presentation of communication, usually written but increasingly including audio and video.

Interaction Tools - mediate interactions between a pair or group of users. They differ from communication tools in their focus on establishing and maintaining a connection among users, facilitating the mechanics of conversation and talk.

Social Software Landscape Examples

Communication Tools – MySpace, Facebook,

Blogger, Wikipedia, YouTube, Del.ico.us, etc.

Interaction Tools – Instant Messaging (IM), Skype, Internet Relay Chat (IRC), SecondLife.com, etc.

Social Media Marketing (SMM) and

Social Media Optimization (SMO)“Marketing Web 2.0-

style! SMO is a great way to drive convertible traffic and future-proof your SEO investment.”

Source:

Greg Outlaw

Social Media Marketing (SMM)

Social Media Marketing (SMM) seeks to achieve branding and marketing communication goals through participation in various Social Media:

Social Media Networks - MySpace, Facebook, Bebo, Hi5, LinkedIn.com

Social Video Networks – YouTube, MetaCafe, Revver, Vimeo, AOL Video

Social Bookmarking & WebApps - Del.icio.us, Reddit, Digg, Stumbleupon, Flickr, iLike, Wikipedia, Squidoo

Social Media Optimization (SMO)

Social Media Optimization (SMO) is defined as a way to augment a website so that it can be easily connected, linked to, or interlaced with social media.

SMO is a stand-alone service that when implemented correctly can not only drive traffic in a guerilla marketing fashion but can also serve to multiply and future proof your investment in SEO.

State of the Blogosphere Q4 2006

State of the Blogosphere Q4 2006

State of the Blogosphere Q4 2006

70 Million Blogs Worldwide About 120,000 New Blogs Each Day Grew from 35 to 75 Million Blogs in 320

days 1.5 million posts per day Japanese is the #1 Blogging Language at

37% English is #2 at 36% Chinese is #3 at 8%

April 2, 2007 Technorati

Wikipedia – 9.5 Million Articles, 256 languages (2.1 Million in English)

http://en.wikipedia.org/wiki/God

Social BookMarking Websites

Social Bookmarking Example

http://www.google.com

Searching Where is God?

Scroll to the bottom to see the social bookmarking footer.

Social Networking Websites

Demographic Profile of Visitors to MySpace.com

Percent Composition of Total Unique Visitors

Unique Visitors (000)

21,819August 2005

55,778August 2006

 % Change

Total Audience 100 100 0

Persons: 12-17 24.7 11.9 -12.8

Persons: 18-24 19.6 18.1 -1.4

Persons: 25-34 10.4 16.7 6.2

Persons: 35-54 32.4 40.6 8.2

Persons: 55+ 7.1 11 3.9

comScore Media MetrixTotal US, Homes/Work/Univ.

Facebook Demographic Changes

comScore Media MetrixTotal US, Homes/Work/Univ.

MySpace Example

http://www.myspace.com/allaboutgodandyou

SMO Multiplication

Turning your Audience into an Army on MySpace, Wikipedia, De.licio.us, YouTube, Podzinger, iTunes, Facebook, Digg, and others.

User Generated Content– text, video and audio (on and off site)– RSS Feeds

Guerilla Marketing Web 2.0-style

AllAboutGOD.net: The Christian Social Network

Multiplication of your team’s efforts– Text– Images– Audio– Video

Quick Launch using Ning.com “Audience to Army” Bootcamp

Video Search Engine Optimization (VSEO)

“VSEO currently is in its infancy – it is like SEO was in 1997. As such it represents the single greatest opportunity to drive traffic quickly!”

Source:

Greg Outlaw

YouTube.com Example

Many of our Videos are on Page 1 Using VSEO Techniques

Searching YouTube for Resurrection of Jesus Christ

Social Video Search Engines

Social Video Search Engines are Huge and the fastest growing Social Media!

Over 10 Billion Videos were served in the U.S. in December 2007!– Google/YouTube was 32.6%– Fox/MySpace was 3.5%– Yahoo was 3.4%– Viacom/MTV was 2.3%– Microsoft was 1.8%– Time Warner/AOL was 1.7%

comScore Media Metrix

VSEO Example

SEO in combination with VSEO gives us a distinct and marked advantage in Google using the Long Tail

Over 4,000 people a month come to these videos searching for this phrase on Google

Searching Google for:

“Resurrection of Jesus Christ Video”5 different listings on this term from AllAboutTheJourney.org, AllAboutJesusChrist.org and YouTube

US, Canada, France, Germany, and Japan - Alternatively to Embedding Google Video, Use Flash on Your Site

Millward BrownMarch 2007

AllAboutGOD’s 2007 Stats

22.7 Million Visitors

SEO - 14.1 Million VisitorsSMO - 4.3 Million VisitorsVSEO - 4.1 Million VisitorsReferrers/Direct - 681k Visitors

2007 AllAboutGOD – 22.7 Million Visitors

The Future of Search

“The True Power of Search is Here! - At Anytime, From Anywhere, For Any Media From Any Device. Are You Ready?”

Source:

Greg Outlaw

The Future of Search

Where Search is going and how to leverage this knowledge proactively to rise on the wave and ride it rather than paddling to catch it.

The Wisdom of Crowds– Text, Video and Audio (On and Off Site)– Everyone is an Expert About Something.

As Information Increases so will Search.– Every Device, Voice Enabled, Audio read back to you

Examples

http://www.podscope.com/

http://www.google.com/mobile/goog411

3 Screens of Personal Media as of 2006

1.4 Billion Televisions1.1 Billion Devices on the Web

– 787 Million are desktop/laptop computers– 313 Million are portable devices

2.7 Billion Cellphones

Source:

ITU Digital Life 2006