search marketing - gillian muessig (seomoz)
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![Page 1: Search marketing - Gillian Muessig (SEOmoz)](https://reader037.vdocuments.mx/reader037/viewer/2022102721/5490bc6ab47959b11a8b4584/html5/thumbnails/1.jpg)
SLIDE MASTER – COVERPAGE
Gillian Muessig – August 2010
How Search is Evolving & How to Keep Up
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SLIDE MASTER – COVERPAGE
SEO is Still AboutBuilding Content Geared
Towards Searcher's Interests
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SLIDE MASTER – COVERPAGE
Building Search-Engine FriendlySites & Pages
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SLIDE MASTER – COVERPAGE
It’s About Marketing & Converting Online
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...and PPC & Banner Ads
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SLIDE MASTER – COVERPAGE
But Now, There’s More
Organic SEO
SMM
CRM thru SMM
MMM
SCMLocal
CRO
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SLIDE MASTER – COVERPAGE
Change = Opportunity
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SLIDE MASTER – COVERPAGE
The PPC / SEO Disconnect
- Eye Tracking Data Source: Enquiro
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SLIDE MASTER – COVERPAGE
The PPC/SEO Disconnect
PPC spend = 92% of Internet marketing dollars
<10% of all clicks are made on PPC ads
Organic clicks yield >90% of all traffic8% of all SEM spend is spent on SEO
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SLIDE MASTER – COVERPAGE
Gillian Muessig – August 2010
Stats
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SLIDE MASTER – COVERPAGE
Google’s Global Share: Still Dominating
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SLIDE MASTER – COVERPAGE
2010 Monthly Trending
Search Engines Market Share / Usage Trend
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SLIDE MASTER – COVERPAGE
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SLIDE MASTER – COVERPAGE
iPhone MarketShare: India
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Social Media comprises the top 10 most popular searches in the world
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Total India - Age 15+, Home & WorkSource: comScore Media Metrix
Total Unique Visitors (000)
Jul 2009 Jul 2010 % Change
Total Internet : Total Audience 35,028 39,562 13
Social Networking 23,255 33,158 43
Facebook.com 7,472 20,873 179
Orkut 17,069 19,871 16
Bharatstudent.com 4,292 4,432 3
Yahoo! Pulse N/A 3,507 N/A
Twitter 984 3,341 239
LinkedIn.com N/A 3,267 N/A
Zedge.net 1,767 3,206 81
Ibibo.com 1,562 2,960 89
Yahoo! Buzz 542 1,807 233
Shtyle.fm 407 1,550 281
Top Social Networking Sites in India
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SLIDE MASTER – COVERPAGE
Online Marketing With Offline Conversions
• ~$917 billion worth of retail sales last year were “web-influenced”
• Online + web-influenced offline sales = 42% of total retail sales
• By 2014, the web will influence = 53%
Forrester Research March 2010
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SLIDE MASTER – COVERPAGE
Gillian Muessig – August 2010
The Future of
Search Marketing
Gillian Muessig – August 2010
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SLIDE MASTER – COVERPAGE
Gillian Muessig – August 2010
Traditional Search is Not Going Away
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SLIDE MASTER – COVERPAGE
But There Are More Options
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SLIDE MASTER – COVERPAGE
Mobile Marketing Is Growing
• Rail tickets predicted to be delivered to mobile phones in 2010 : 2 billion; in 2014 : 15 billion
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Everywhere
• >890mm web enabled mobile phones will ship in 2010
• 1.2mm per month in India alone
- Source: Juniper Research, February 2010
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SLIDE MASTER – COVERPAGE
And It’s Paying Off
• >90% web enabled mobile phone owners have made a purchase with their phone
- Source: Juniper Research, February 2010
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SLIDE MASTER – COVERPAGE
Everywhere
• >47% purchased while ‘on the go’
- Source: Juniper Research, February 2010
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SLIDE MASTER – COVERPAGE
Market Demand Is Driving Mobile Marketing
Source: MarketCharts.com, 2010
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SLIDE MASTER – COVERPAGE
2010 Strategy: Diversify Traffic Sources
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SLIDE MASTER – COVERPAGE
Early Social Media
Source: Wikipedia
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Social Media Leverages Technology
Source: evansavenue.files.wordpress.com
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Again
Source: FredCavazza.net
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SLIDE MASTER – COVERPAGE
… and Again
Source: FredCavazza.net
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SLIDE MASTER – COVERPAGE
…and Again
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SLIDE MASTER – COVERPAGE
Aug 26, 2010facebook overtakes orkut in India
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SLIDE MASTER – COVERPAGE
Social Media in Gaming
Source: Evan Fishkin, Portent Interactive, March 2010
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SLIDE MASTER – COVERPAGE
Why Should I, My Customers, or My BossCare About This Social Media Stuff?
I still don’t care!
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SLIDE MASTER – COVERPAGESocial Media Marketing
officially became more popular than pornography
in 2007.
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SLIDE MASTER – COVERPAGE
Gillette Mach3 IGC 2010 set to become the WORLD’s biggest online gaming
championship
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SLIDE MASTER – COVERPAGE
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SLIDE MASTER – COVERPAGE
Local Marketing: Gold in the LongTail
Kelsey Group, March 2010
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SLIDE MASTER – COVERPAGE
Local Search on the Road - UBL
Source: AimClear.com 2008
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SLIDE MASTER – COVERPAGE
Social – Mobile – LocalPower Triumvirate
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What Runs the Triumvirate?Deep databases
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What Can The Data Tell You?
• Where your customers frequent. When• How frequently. With whom• What deals make them move/change• Their interests• Their purchasing ability• Daily, weekly, monthly buying patterns• That your customer searched for your product• Whether they exercise, drink tea, smoke
have trouble sleeping, work 2 jobs…
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What Have We Done?!
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SLIDE MASTER – COVERPAGE
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SLIDE MASTER – COVERPAGE
Search Marketing Choices
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SLIDE MASTER – COVERPAGE
Mobile Search
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SLIDE MASTER – COVERPAGE
The Web is becoming mobile
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SLIDE MASTER – COVERPAGE
Consumption on Mobile Browsers Up
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SLIDE MASTER – COVERPAGE
More Transactions on Browsers
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SLIDE MASTER – COVERPAGE
2010 Strategy: Mobile Sitemaps
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SLIDE MASTER – COVERPAGE
2010 Strategy: Deprecate Beautifully
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SLIDE MASTER – COVERPAGE
2010 Strategy: Test Mobile Apps
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SLIDE MASTER – COVERPAGE
2010 Strategy: Adopt the Right Tech Early
www.squareup.com
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SLIDE MASTER – COVERPAGE
Real Time Search
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SLIDE MASTER – COVERPAGE
Twitter Search
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SLIDE MASTER – COVERPAGE
Tweets in Google’s Results
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SLIDE MASTER – COVERPAGE
Google Suggest – powered by tweets
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SLIDE MASTER – COVERPAGE
2010 Strategy: Twitter CRM
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SLIDE MASTER – COVERPAGE
2010 Strategy: Set Up Tracking
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SLIDE MASTER – COVERPAGE
2010 Strategy: Control the Conversation
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SLIDE MASTER – COVERPAGE
2010 Strategy: Learn Re-Tweet Optimization
www.slideshare.net/danzarrella/the-science-of-re-tweets
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SLIDE MASTER – COVERPAGESocial & Search Are Driving Traffic That Doesn’t Convert on the First Visit
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SLIDE MASTER – COVERPAGE
2010 Strategy: Get Full Lifecycle Analytics
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Or You’ll Never Know Which Source Sent Value
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SLIDE MASTER – COVERPAGE
QDF & News Results
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QDF Getting Faster
Ranking withina few hours
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SLIDE MASTER – COVERPAGE
2010 Strategy: Break News First
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News Results More Open
They’ll let anyonein nowadays
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SLIDE MASTER – COVERPAGE
News Results More Open
Also, I really want to seeSEO predictions from 1920-1929
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SLIDE MASTER – COVERPAGE
2010 Strategy: Become a News Source
www.google.com/support/news_pub/bin/answer.py?hl=en&answer=40787
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SLIDE MASTER – COVERPAGE
2010 Strategy: Be a Scout
• Keep potential news / PR pieces ready
• Be a leader – control the conversation
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SLIDE MASTER – COVERPAGE
Personalized Results
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Personalization by DefaultOnly one chance at a 1st impression
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We Trust Each OtherWe Don’t Trust Mega-Corp
• 14% say they generally trust ads• 74% say they generally trust peers– This is especially true of health related issues
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SLIDE MASTER – COVERPAGE
The Entrance of Social Results
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SLIDE MASTER – COVERPAGE
2010 Strategy: Get Your Users Clicking
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SLIDE MASTER – COVERPAGE
2010 Strategy: Get Your Users Connected
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SLIDE MASTER – COVERPAGE
Local Search
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SLIDE MASTER – COVERPAGE
More Queries w/Local Results
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SLIDE MASTER – COVERPAGE
2010 Strategy: Get Local Listings
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SLIDE MASTER – COVERPAGE
2010 Strategy: Get Local Listings Right
Important
VeryImportant
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SLIDE MASTER – COVERPAGEFacebook’s Dominance
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SLIDE MASTER – COVERPAGE
People Spending More Time on Facebook
5.5% of all Time Online Spent on Facebook
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SLIDE MASTER – COVERPAGE
Facebook as a Business Network
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SLIDE MASTER – COVERPAGE
2010 Strategy: Run Facebook Ads
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2010 Strategy: Get a Profile + Fans
![Page 87: Search marketing - Gillian Muessig (SEOmoz)](https://reader037.vdocuments.mx/reader037/viewer/2022102721/5490bc6ab47959b11a8b4584/html5/thumbnails/87.jpg)
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2010 Strategy: Don’t Ignore Vertical SMM
![Page 88: Search marketing - Gillian Muessig (SEOmoz)](https://reader037.vdocuments.mx/reader037/viewer/2022102721/5490bc6ab47959b11a8b4584/html5/thumbnails/88.jpg)
SLIDE MASTER – COVERPAGEThe Web’s Shifting Link Graph
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Links Becoming Tweets & Status Updates
SORRY I ATE YOUR LINK
GRAPH!
SORRY I ATE YOUR LINK
GRAPH!
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2010 Strategy: Become Relevant toSocial Media Users
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2010 Strategy: Analyse What Readers Read
• The brain loses attention after 10 minutes in class
• You lose readers after 10 seconds online
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2010 Strategy: Get an Audit
• Get a landing page optimization audit• A/B and multivariate test everything
![Page 93: Search marketing - Gillian Muessig (SEOmoz)](https://reader037.vdocuments.mx/reader037/viewer/2022102721/5490bc6ab47959b11a8b4584/html5/thumbnails/93.jpg)
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Linkerati Getting Stingier
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2010 Strategy: Share & You Will Get More
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SLIDE MASTER – COVERPAGEPost Click – Conversion Optimization
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1. Testimonials
Placing a testimonial on yourfinal conversion page can
reduceabandonment by up to 16%.
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2.Videos
Adding a video from the founder of
the company can increase yourleads by up to 17%.
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3. Badges
Placing a Better Business Bureau
logo or other comfort relatedbadges, such as hacker safe, onyour website can increaseconversions by up to 3%.
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4. Showing Off
Placing INC 500, Deloitte, Fast 500 and similar badges on your site can decrease conversionsby up to 2%.
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5. Opt-In Box
Placing a testimonial below youroption box can increase opt-ins
byup to 9%.
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6. Audio Testimonials
Adding audio testimonials belowtangible products can increaseconversions by up to 6% and 4%
onvirtual goods.
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7. Lucky Number 7
Having your price points end with
“7” can increase conversions by up
to 6%.
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8. 1-800 Number
Having a toll free number in addition to a local phone number can increase sales by up to 8%.
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9. Money Back Guarantee
Using a 45 day money backguarantee instead of a 30 daymoney back guarantee can
reducereturns by up to 21%.
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10. Red Text
Having red text on a squeeze page
(lead gen) can increase conversions
by up to 13% and having red text on
an ecommerce site can reduceconversions by up to 16%.
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+ 1 more. Live Chat
Add a live chat to your website canincrease conversions between 5- 13%
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