Opportunities in the future of search marketing by Gillian Gillian Muessig (SEOMOZ)

SLIDE MASTER – COVERPAGE

Gillian Muessig – August 2010

How Search is Evolving & How to Keep Up


SEO is Still AboutBuilding Content Geared

Towards Searcher's Interests


Building Search-Engine FriendlySites & Pages


It‟s About Marketing & Converting Online


...and PPC & Banner Ads


But Now, There‟s More

Organic SEO

SMM

CRM thru SMM

MMM

SCMLocal

CRO


Change = Opportunity


The PPC / SEO Disconnect

- Eye Tracking Data Source: Enquiro


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 traffic 8% of all SEM spend is spent on SEO



Stats


Google‟s Global Share: Still Dominating


2010 Monthly Trending

Search Engines Market Share / Usage Trend



iPhone MarketShare: India


Social Media comprises the top 10

most popular searches in the world


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


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



The Future of

Search Marketing




Traditional Search is Not Going Away


But There Are More Options


Mobile Marketing Is Growing

• Rail tickets predicted to be delivered to mobile

phones in 2010 : 2 billion; in 2014 : 15 billion

0

2

4

6

8

10

12

14

16

2010 2015


Everywhere

• >890mm web enabled mobile

phones will ship in 2010

• 1.2mm per month in

India alone

- Source: Juniper Research, February 2010


And It‟s Paying Off

• >90% web enabled

mobile phone owners

have made a purchase

with their phone



Everywhere

• >47% purchased

while „on the go‟



Market Demand Is Driving Mobile Marketing

Source: MarketCharts.com, 2010


2010 Strategy: Diversify Traffic Sources


Early Social Media

Source: Wikipedia


Social Media Leverages Technology

Source: evansavenue.files.wordpress.com


Again

Source: FredCavazza.net


… and Again

Source: FredCavazza.net


…and Again


Aug 26, 2010

facebook overtakes orkut in India


Social Media in Gaming

Source: Evan Fishkin, Portent Interactive, March 2010


Why Should I, My Customers, or My BossCare About This Social Media Stuff?

I still don‟t care!

SLIDE MASTER – COVERPAGESocial Media Marketing

officially became more popular than pornography

in 2007.


Gillette Mach3 IGC 2010 set to become the

WORLD‟s biggest online gaming championship



Local Marketing: Gold in the LongTail

Kelsey Group, March 2010


Local Search on the Road - UBL

Source: AimClear.com 2008


Social – Mobile – LocalPower Triumvirate


What Runs the Triumvirate?Deep databases


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…


What Have We Done?!



Search Marketing Choices


Mobile Search


The Web is becoming mobile


Consumption on Mobile Browsers Up


More Transactions on Browsers


2010 Strategy: Mobile Sitemaps


2010 Strategy: Deprecate Beautifully


2010 Strategy: Test Mobile Apps


2010 Strategy: Adopt the Right Tech Early

www.squareup.com


Real Time Search


Twitter Search


Tweets in Google‟s Results


Google Suggest – powered by tweets


2010 Strategy: Twitter CRM


2010 Strategy: Set Up Tracking


2010 Strategy: Control the Conversation


2010 Strategy: Learn Re-Tweet Optimization

www.slideshare.net/danzarrella/the-science-of-re-tweets

SLIDE MASTER – COVERPAGESocial & Search Are Driving Traffic

That Doesn‟t Convert on the First Visit


2010 Strategy: Get Full Lifecycle Analytics


Or You‟ll Never Know

Which Source Sent Value


QDF & News Results


QDF Getting Faster

Ranking within

a few hours


2010 Strategy: Break News First


News Results More Open

They’ll let anyone

in nowadays


News Results More Open

Also, I really want to see

SEO predictions from 1920-1929


2010 Strategy: Become a News Source

www.google.com/support/news_pub/bin/answer.py?hl=en&answer=40787


2010 Strategy: Be a Scout

• Keep potential news / PR pieces ready

• Be a leader – control the conversation


Personalized Results


Personalization by Default

Only one chance at a 1st impression


We Trust Each Other

We 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


The Entrance of Social Results


2010 Strategy: Get Your Users Clicking


2010 Strategy: Get Your Users Connected


Local Search


More Queries w/Local Results


2010 Strategy: Get Local Listings


2010 Strategy: Get Local Listings Right

Important

Very

Important

SLIDE MASTER – COVERPAGEFacebook‟s Dominance


People Spending More Time on Facebook

5.5% of all Time Online Spent on Facebook


Facebook as a Business Network


2010 Strategy: Run Facebook Ads


2010 Strategy: Get a Profile + Fans


2010 Strategy: Don‟t Ignore Vertical SMM

SLIDE MASTER – COVERPAGEThe Web‟s Shifting Link Graph


Links Becoming Tweets & Status Updates

SORRY I ATE YOUR LINK

GRAPH!


2010 Strategy: Become Relevant to

Social Media Users


2010 Strategy: Analyse What Readers Read

• The brain loses attention after 10 minutes

in class

• You lose readers after 10 seconds online


2010 Strategy: Get an Audit

• Get a landing page optimization audit

• A/B and multivariate test everything


Linkerati Getting Stingier


2010 Strategy: Share & You Will Get More

SLIDE MASTER – COVERPAGEPost Click – Conversion Optimization


1. Testimonials

Placing a testimonial on your

final conversion page can reduce

abandonment by up to 16%.


2.Videos

Adding a video from the founder of

the company can increase your

leads by up to 17%.


3. Badges

Placing a Better Business Bureau

logo or other comfort related

badges, such as hacker safe, on

your website can increase

conversions by up to 3%.


4. Showing Off

Placing INC 500, Deloitte, Fast 500

and similar badges on your site can

decrease conversions

by up to 2%.


5. Opt-In Box

Placing a testimonial below your

option box can increase opt-ins by

up to 9%.


6. Audio Testimonials

Adding audio testimonials below

tangible products can increase

conversions by up to 6% and 4% on

virtual goods.


7. Lucky Number 7

Having your price points end with

“7” can increase conversions by up

to 6%.


8. 1-800 Number

Having a toll free number in

addition to a local phone number

can increase sales by up to 8%.


9. Money Back Guarantee

Using a 45 day money back

guarantee instead of a 30 day

money back guarantee can reduce

returns by up to 21%.


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 reduce

conversions by up to 16%.


+ 1 more. Live Chat

Add a live chat to your website can

increase conversions between 5-

13%


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

All Content and Intellectual Property is under Copyright Protection, SEOmoz 1996-2010

[email protected]

@SEOmom

Use code: WHITEHAT2010

25% discount

mailto:[email protected]

Documents

Opportunities in the future of search marketing by Gillian Gillian Muessig (SEOMOZ)