Bangalore 2009 State Of Search Marketing

SLIDE MASTER – COVERPAGEThe State of Search Marketing

Gillian Muessig – October 2009

SLIDE MASTER – COVERPAGE

A Few Facts


Web Search is PopularSearch Stats


Really, Really Popular...

MS Bing28-30 mm/day

Ask10-13 mm/day

- Source: (ComScore + Nielsen + Hitwise)

Search Stats

Google:100-150 mm/day

Yahoo:60-65 mm/day


And if You're Not in the Top Results

50% of users enter only 1 search query

~55% of users check out only 1 result

4/5 abstracts dissuade searchers

1/2 of all results are not relevant

- Source: (Penn State University Study 2007)

Search Stats


You're NowhereSearch Stats

SLIDE MASTER – COVERPAGEReality Check: A Little Context

Gillian Muessig – October 2009


SEO is a Marketing & Sales Tactic

• Acquire Customers

• Lower Acquisition Costs

• Create Awareness

• Brand Your Products

How SEO Can Help Your Business


Acquire CustomersHow SEO Can Help Your Business



Lower Acquisition Costs


Create Awareness



Brand Your Products



The Tribal Speak of SEO


SEO Language


Paid Ad Marketing -• Banner Ads• PPC Ads• Text Link Ads• Affiliate Marketing

SEO Language


SEO Language


•Technical / On-page optimization• Content Development & Management• Keyword Targeting• Link Building• Social Media Marketing• Local Search Marketing• Mobile Search Marketing

Elements of Internet Marketing

Organic Search Marketing




SEOElements of Internet Marketing


Not SEOElements of Internet Marketing


What is SEO?

SEO


What is SEO?

Not SEO


Where We Are


Technical / On Page Optimization

Current State of Search

• Slower changes• Clear, best practices• Tools clarify and

shorten the labor


Search Engine Ranking Algorithms


RelevanceElements of Internet Marketing


PopularityElements of Internet Marketing


TrustworthinessElements of Internet Marketing


Offline PopularityElements of Internet Marketing


TimelinessElements of Internet Marketing



SLIDE MASTER – COVERPAGEWhere We’re Going

Emerging Trends in SEO


…And What to Do About It


More Crackdowns on Spam & Manipulation


bing


Purchased Links

What to do about it

•More crackdowns, less value•…in some locations

• There’s more bang for your buck in• Badges• Social Media pushes, including video•Content creation


More Awareness = More Competition



More Data Sources for the Engines



More Tools & Metrics



More Options in the SERPsEmerging Trends in SEO



Social – Mobile – LocalPower Triumpherate


Emerging Trends

Social Media

• Social media is officially more popular than pornography• 96% of GenY & Millenials have joined

social networks• They wield >£200 billion in spending

power• And it’s growing, not going (away)


Local Search MarketingEmerging Trends in SEO


Emerging Trends

Internationalization

• There are more users online in China than anywhere else in the world•…and there’s only 20% penetration!• SEO is just arriving in the Middle East• France, Spain, Portugal have =/<30%

penetration of Internet in the home• Iceland is most connected


Emerging Trends

Meanwhile, back at the ranch…

• UK just became the first major country to pass the watershed…• UK advertisers spend more on Internet than

TV…. Congratulations! You got the memo!•Web accounts for ~25% of all ad spending



Mobile Search Marketing

• It’s that light you see at the end of the tunnel•…it’s a train•…and it’s coming straight at you


Action Items

Things to Think About

• If your site isn’t optimized for mobile phones, turn off mobile in google adwords… saves $$• Should your site be optimized for mobile?•Will buyers research ‘on the road’?•Will buyers buy from mobile devices?



New TLDs

• Today: 21 gTLDs (generic Top Level Domains)

•Within a few years… 1,000s of gTLDs



New TLD - Ramifications

•Gives the 1.6B Users More Choices• Increased global reach• New marketing & ad opportunities•Makes your life a lot more complex



New TLD - Challenges

• IP, trademark & copyright protection becomes more complex• Infringement potential increases

with every new TLD

©® TM


Action Items

New TLDs

• Some will be “vanity” IPs• .verizon• .aol• .yourcompany?• .yourindustry?


Action Items


• How will fractionilizing of TLDs affect:•Marketing• Advertisinig• SEO

•Will TLD owners sell or restrict access to their properties?• Should I own one?


Action Items

More Things to Think About

• How will you protect your brand name among 1000+ TLDs?• Reputation management will

increase in value, scope, and quantity•Multi-cultural translation will be

critical


Facebook MySpace Emerging Trends in SEO



Social Media Popularity Around the World

www.seomoz.org/article/social-media-marketing-tactics


Action Items

Social Media

• Jump on the bandwagon• Set up, optimize, and cross link your

profiles in general and industry/interest specific social media sites• (twitter, facebook, myspace, WAYN,

linkedin, etc.)


Action Items


• Talk to yourself


Stay Focused!Set Business Goals for SEO

• Search Referrals (Traffic)

• Conversions (Sales)

• SEO for Discoverability (Branding)

Action Items


Pay Attention to TrendsThe Disconnect

Action Items

• 88% of Internet Marketing expenses are spent on PPC

• 12% is spent on SEO

• <10% of the clicks are on ppc ads

• >90% of the traffic comes from organic search results


Action Items


• How will you create ad budgets to address the changing buyers’ landscape?• How can you leverage offline ads to

enhance your online ppc and seo efforts?•Where does email fit in? Or does it at all?•Hint: Millennials think email is archaic


Set Business Goals for SEO

• Search Referrals (Traffic)

• Conversions (Sales)

• SEO for Discoverability (Branding)

Action Items


Create a Content & Keyword Strategy

Action Items


Develop a Link Acquisition Strategy

Action Items


Engage in Social Media

Action Items


Require Actionable Analytics

Action Items


Why Should I Care About Social Media Marketing?


Reason #1

Social Media is officiallymore popular than

pornography


Reason #2

14% say they generally trust ads

78% say they trust consumer recommendations


What do I do now?


Dive in


LURKLISTEN

ANDLEARN


Converse. Don’t talk “at”


Tap into the power of the Linkerati


Enjoy personal conversations


In front of your entire customer base

Remember us?


Have Some Fun


Are there two of you?

That’s ok…


Things to remember:• You’re at work• The world is listening• You really can’t take it back• Be a Scout… personable, friendly, helpful


Bear In Mind

• SEO is not free (just high ROI)

• SEO is not guaranteed (the engines don't owe you)

• SEO changes constantly (so keep up to date)

• SEO is a tactic (but requires strategy)

• Stay the course (and get an expert on your team)


For more information, visit us at www.seomoz.org

All Content and Intellectual Property is under Copyright Protection, SEOmoz 1996-2009

[email protected]: @SEOmom

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