Taking Your Search Marketing to the Next Level, 2010

September 3, 2010

Shari L.S. WorthingtonTelesian Technology

Agenda

• Market data• Search & social media• Conversions• Link building• Real-time search• Yahoo-Bing• Pay Per Click• Future of search

Google & the Power of Search

• Google revenue 2009 increased 9% to $23.7 billion– Compare to B2B print media down 30%

• Search engines do what B2B media was created for– Targeted advertising aimed at buyers researching purchases

• Search is no longer limited to the search engines– Raw usage numbers are too big to ignore

• LinkedIn: over 60 million users• Twitter: over 75 million users• YouTube: over 100 million visitors per month• Facebook: over 400 million users• Compare to Google’s 359 million visitors in March

Search Market Share, July 2010

• Google– 65.8% US search share– 10.263 billion searches

• Yahoo– 17.1% US search share– 2.661 billion searches

• Microsoft– 11.0% search share– 1.712 billion searches

• Facebook– 395 million searches (Jan

2010)– Redesigned search box so

more prominent– Bing partnership displays

Facebook results– Facebook ads used to be

Microsoft, now in-house

How Google’s Algorithm Rules the Web

Search & Social Media

• Advertising model is less compelling– Relationships matter– Always been the case in B2B

• Convergence of professional and personal– Must meet corporate goals and individual needs

• Search: site with the most quality content wins• Social Media: site with the most connected

people wins• Participation is now crucial for success

Search & Social Media

• Google has always been a social site– Natural search popularity is measured by

• Links• Mentions• Recommendations• Interactions

• Paid search has its place– Visibility– Getting in front of hot issues fast

Top Challenge:Generating Shareable, Keyword Rich Content

– Everyone is publishing volumes of content, which makes it hard for marketers to rise above the noise while continually producing fresh content.

– Customers are not looking at information from just one source—and especially not from just one company.

– Customers are increasingly consuming expert and community content as a part of the buy cycle

By 2013 the quantity of information on the Internet will double roughly every 72 hours

What Content?

• Start with what you have & focus on KEYWORDS

• Turn anything printed into digital– White papers– Case studies– Brochures– PPTs (speaking ops, seminars)– Newsletters– Articles

Find Good Content Internally

• Not everyone can generate content, need to find those who have high value information

• Where are those pockets of info?– Product managers– Engineers– Customers– Application engineers– Service personnel

Find Good Content Externally

• 80:20 rule external: internal content• Pull RSS feeds on:

– Industry and analyst web sites– Twitter search phrases– Facebook streams– Google blog searches– Industry web site aggregators

• Social network aggregation tools – Hootsuite– Tweetdeck

Add Digital Content Beyond PDF• Shift to on-demand consumption of info

– Webinars– Podcasts– Videos

• 183 million US Internet users watched online video during the month of May.

• YouTube.com achieved record levels of viewing activity with an all-time high of 14.6 billion videos viewed and surpassing the threshold of 100 videos per viewer for the first time.

• US Internet users watched nearly 34 billion videos in May, with Google Sites ranking as the top video property with 14.6 billion videos, representing 43.1% of all videos viewed online

• Web sites featuring videos have a significant SEO advantage in Google’s integrated search

• Deploy across entire web site, not just on home page

Content & On-Page SEO

• On-page SEO– Relevant keywords flow naturally in visible content– Feeds long tail of search– Keyword density increases quality of page

perception by search engine

Content & Conversions

• Conversions– A/B testing with

Google Website Optimizer

– Less is more, e.g. fewer distractions, focus on action

– Don’t increase conversions if a big sacrifice for traffic

Content & Link Building

• Link worthiness– Provide something unique or compelling so people

will want to link to your site– Use only relevant content and industry links– Don’t fall for scams

• Social media– Will users of Twitter and LinkedIn start sending

around links to your content?

Benefits of Regular Content Creation

• New content being shared regularly• Drives better natural search engine optimization• Invites engagement with community• Provides more opportunities to communicate,

share valuable information that isn’t pure marketing and sales oriented

• Builds expertise & trust

Google’s Real-time Search

Google’s Blog Filter

Level the Playing FieldBusinessUnit

Web site

Blog

Twit Fb LI Flickr YouTube Slideshare

Siemens PLM

✔ ✔ ✔ ✔ ✔ ✔ ✔

SiemensIndustry

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Siemens Auto-mation

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Siemens BT

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Siemens Energy

✔ ✔half

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Siemens Water

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80-20 Rule for SEO Efforts

• Direct request link building– Backlinking is less popular

• Could end up on a link farm• Bad neighbors• Redirect before link back to your site

– Build lists of potential target sites• Reach out to them manually

– Partners, channel, third-parties, blog comments

• Lots of work but pretty much guaranteed your competitors aren’t doing this

• Prioritize link targets; use SEOmoz’s Open Site Explorer for metrics on value of link

Yahoo!-Bing Integration

• Yahoo Sponsored Search has switched Microsoft adCenter

• Shorten ad titles and descriptions– Yahoo Sponsored Search had 40 character limit– adCenter has 25 character limit

• Slightly shorter ad descriptions– Yahoo had 71 character limit– adCenter has 70 character limit

Yahoo!-Bing Integration

• Expand keyword lists– Yahoo maps keyword variations to primary form of

word– adCenter treats singular/plural variations and

common misspellings as individual keywords, e.g. car, cars, casr

– Increases keyword list but provides more control

• Reporting changes– Yahoo reporting won’t transition to adCenter– Extended period of access through Yahoo interface

Google AdWords PPC

• First personalized search, now personalized text ads

• Add display ads to SERPs• Along the lines of Google’s “universal search,”

we will see “universal paid search”– Increase ad diversity

• Text• Product listings & extensions• Comparative ads• Plus box

Beyond AdWords Click-Through Rate

• New calls to action/

conversion events– Comparative

ads

Google Contact Form Extensions

• Only the position #1 will be available for the drop down contact form

Contact Form Extensions

Contact Form Extensions

• Leads will be priced with your maximum cost-per-click bid during the beta test

• Google will be collecting the phone number and name from your contact form

• You can provide Google with up to 3 custom questions they’ll include in your contact form in addition to basic information like name, address, phone, etc.

• Google will show some or all of your custom questions based on a quality algorithm in which they did not mention the details of.

• For now, they’ll only take phone leads, so you must provide a contact phone number in your form in order for people to call in and ‘hopefully’ become a lead.  In the future they do plan to provide leads through email or live chat.

Future of Search

• Shift in way people use the web– Click on search result– Visit a page– Click on another link– Visit another page

• But people spend more time receiving than searching– Monitoring…tweets, updates, headlines, blog feeds

• Transition from search to “real-time information provider”

Questions?

Shari L.S. Worthington

Phone: 508-755-5242

sharilee@telesian.com

Blog: http://blog.telesian.com

Twitter: www.twitter.com/sharilee

LinkedIn: http://www.linkedin.com/in/sharilee

Thank you!!