How Search Beats Social Media for Visibility

© Copyright 2012 Beyond. All rights reserved. Private and Confidential


SEARCH BEATS SOCIAL WITH A BIG STICKHow to achieve world domination with SEO and Paid Search


➡ Got on the Internet in 1986 at my school lab

➡ Working online with search since 1996

➡ Paid & Natural Search – all aspects

➡ Worked in-house within e-Commerce, Publishing & High Tech

➡ Have worked with Google (SEO for product sites), Orange, COI, NatWest/RBS, National Gallery, CIPD, Fidelity, GalaCoral, NBC Universal, Readers Digest, Bayer, Virgin Trains, Family Search, Amadeus, AMD, AmEx & more

➡ Chosen as a founding Modern Muse, contributed to a book on promoting websites, judge of the UK Search Awards, one of the SEO Chicks

am IWhoObligatory slide !

Judith LewisHead of Search at Beyond, part of Next15

... and blog at MostlyAboutChocolate(.com)


What this sessionwill

cover

➡ How Search fits into a social

world and how we know it still

rules

➡ Ten top SEO tips you aren’t

allowed to share

➡ Cutting off your tail will make

you bleed out

➡ How to kill Panda and Penguin


HOW SEARCH FITS INTO A SOCIAL WORLD AND HOW WE KNOW IT STILL RULES

© Copyright 2012 Beyond. All rights reserved. Private and Confidential© Copyright 2012 Beyond. All rights reserved. Private and Confidential

sharing is at the heart of the consumer journey

Pre Purchase

Post Purchase

CONSIDERATIONShare of search; brand evaluation attributes

ACTION/PURCHASEConversion; Traffic

AWARENESSShare of conversation

ENJOY USERconversations on product performance

ADVOCATERecommendation

BONDEngagement


influence scores by channel & product category


the 7 types of social sharer


how people share online

Social Media is 21st Century “Word of Mouth”


where 7 types of sharer share


TEN TOP SEO TIPS YOU AREN’T ALLOWED TO SHARE


CUTTING OFF YOUR TAIL WILL MAKE YOU BLEED OUT


long tail for google

and how many businesses haven’t been served by traditional advertising sales”

“The surprising thing about The Long Tail is just how long the tail is,

Said Eric Schmidt, Google CEO in 2005, when describing Google strategy to Wired referring to the ads market

If Google relies on the long tail, so should you!


sizing up the long tail search traffic

"This means if you had a monopoly over the top 1,000 search terms across all search engines (which is impossible), you’d still be missing out on 89.5% of all search traffic"

➡ Top 100 terms: 5.7% of the all

search traffic

➡ Top 500 terms: 8.9% of the all

search traffic

➡ Top 1,000 terms: 10.6% of the all

search traffic

➡ Top 10,000 terms: 18.5% of the all

search traffic

Source: Experian Hitwise Blog ,Bill Tancers post, Sizing Up the Long Tail of Search


HOW TO KILL PANDA AND PENGUIN


panda

“designed to reduce rankings for low quality sites”

➡ Originally not algorithmic

➡ Content-based

➡ Original content

➡ Updated regularly

➡ Substantial

➡ No cheating or shortcuts

http://fc05.deviantart.net/fs17/f/2007/210/f/8/Dead_Panda_by_Nocty.jpg


“designed to punish pages that have been spamming Google”

Penguin

➡ Links devalued (Panda 3.5)

➡ Removed huge numbers of spammy link farms, article syndication sites and related poor quality link sites

➡ Algorithmic update (Penguin 1.1)

➡ Keyword stuffing - don’t

➡ Link schemes - don’t

➡ Cloaking, “sneaky” redirects or ‘doorway” pages - don’t

➡ Purposeful duplicate content - also Panda issue

http://fc04.deviantart.net/fs70/f/2011/007/9/5/dead_penguin________by_funny_dog5-d36mf71.png


SOCIAL, SEARCH & THE FUTURE


line findingstop

➡ Prior research (NPS etc.) established a strong link between profitability and recommendations

➡ Talking to friends and family had more

influence on purchasing decision than

all other channel besides search

➡ People who research high involvement

products are more concerned about

quality, while people who shop for low

involvement products are more

concerned about product image

➡ People who create content through social media are nearly three times more likely to recommend a product compared to people who share low amounts of content

➡ High Sharers were 41% likely to

recommend the product compared to

Low Sharers who were only 14% likely

to do the same

➡ 36% of High Sharers stated that they

are loyal to their favourite brands

compared to 25% of Low Sharers


actions taken after online interaction


future of search

Source: SEOmoz http://www.seomoz.org


social media changing search results


oto insights eyetracking study


questions?

any


stalk me online...

you can

and the list goes on !

Twitter: @JudithLewis

@MostlyAboutChoc

LinkedIn: http://uk.linkedin.com/in/judithlewis

Google+: https://plus.google.com/stream#117564004595435401158

Work: http://www.BYND.com

Personal: http://www.decabbit.com

SEO Blog: http://www.SEO-Chicks.com

Chocolate Blog:http://MostlyAboutChocolate.com


THANK YOUtim

efor

your

Judith LewisHead of Search

contact us

[email protected]

Business

How Search Beats Social Media for Visibility