Transcript Leverage Search and Social Media

Lunch-and-Learn Seminar Series
Search and Sociability in 2010
Leveraging Search and Social Media
for
Targeted Lead Generation
The behavior of search
The behavior of search
How do people discover and access websites?
74% of American adults (ages 18 and older) use the
internet1 -- a slight drop from the survey in April 2009,
which did not include Spanish interviews.
At that time, PEW concluded that 79% of
English-speaking adults use the internet.
1.http://www.pewinternet.org/Trend-Data/Online-Activites-Total.aspx
The behavior of search
What are people doing online?
Online activities by percentage of all American adults (including both internet users and non-users)
Percentage of U.S. adults
20%
30%
40%
50%
60%
70%
Use the internet
Send or read e-mail
Use a search engine
Research a product
Check the weather
Buy a product
Get news
Buy or make a travel reservation
Visit a government website
Watch a video
2000-1
2002-3
2004-5
2006-7
2008-9
80%
The behavior of search
Search Engine Usage
The percentage of internet users who use search engines on a typical day has been steadily rising
from about one-third of all users in 2002, to a new high of just under one-half (49%).
With this increase, the number of those using a search
Daily Internet Activities
engine on a typical day is pulling ever closer to the 60%
% on typical day
70
of internet users who use email, arguably the internet’s
60
all-time killer app, on a typical day.1 Underscoring the
50
dramatic increase over time, the percentage of internet
40
users who search on a typical day grew 69% from
January 2002, when the Pew Internet & American Life
30
Project first tracked this activity, to May 2008, when the
20
current data were collected. During the same six-year
10
time period, the use of email on a typical day rose from
0
Visit social
networking
site
Surf web for
fun
Research
hobby
Check
weather
Check
news
Online
search
Email
52% to 60%, for a growth rate of just 15%.
The behavior of search
Google Dominance
The behavior of search
Why Google?
• Quality of Results
• Intuitive Use
• Rapid Social/Mobile Adoption
• Functional/Logical extension of Memory
• Rapid Reference
• Trustworthy
The behavior of search
Trust as an algorithmic interpretation

What is trust and how does Google calculate trust?

Why is trust important to Google?
Google Philosophy says it all
http://www.google.com/corporate/tenthings.html
The behavior of search
Google ranking algorithm composition
Components of Google's Ranking Algorithm
(According to 72 SEO's Surveyed for SEOmoz's Biennial Search Ranking Factors)
6%
5%
24%
7%
Trust/Authority
of the
Host Domain
15%
On-Page
Keyword
Usage
Anchor Text
of External
Links to the
Page
20%
Link Poppularity
of the
Specific Page
22%
The behavior of search
How does Google evaluate
a trustworthy website?
mozRank
ext. links
mozTrust
domains linking
external mozRank
domain mozRank
www.trademonster.com
www.optionmonster.com
The behavior of search
Can being trustworthy bring you business?
• Think about how you research products and services online.
• What factors do we take into account when looking for
something online?
• First impressions matter
• Usability Matters
• Endorsement Matters
• Build a seamless user experience
The behavior of search
Trust = Targeted Leads
There are several rules you can follow to create
a trustworthy website, valuable user experience,
and efficient conversion funnel.
• Be Searchable
• Be Accessible
• Be Sociable
• Be Shareable
The behavior of search
Maximize your SEO
Five categories to focus on:
• Competitive Landscape
• On-site Keyword Targeting and IA
• The Inherent value of your site
• Links:
Constantly increase link equity through
natural channels
• Market Authority:
Work to increase the
authority of your site within a specific search market
The behavior of search
Crack the Competition
• Learn from the strengths and weaknesses of your competition
• Analyze their link profile and information architecture – why are
they ranking well for primary keywords?
• Is their strategy in line with yours?
• Segregate the competition based on the metrics Google uses to
rank websites
Perfect keyword targeting
Perfect keyword targeting
The “Perfectly” optimized page
(for the complete keyword phrase “chocolate
donuts”)
Page Title: Chocolate Donuts | Mary's Bakery
Meta Description: Mary's Bakery's chocolate
donuts are possibly the most delicious,
perfectly formed, flawlessly chocolately donuts
ever made.
Page URL: http://marysbakery.com/chocolatedonuts
The behavior of search
Flat Site Architecture
Flat site architecture makes it easy to reach any
page in the site with just a few links
In deep site architecture many links
must be followed to reach content
The behavior of search
Increase Link Equity
Accessibility
Accessibility
Specificity
Standout in SERPs for primary key phrases (SEO, PPC, Google Maps)
Accessibility
Position Matters
Eye Tracking Research
removes all doubt...top
positions get the most
clicks and targeted traffic
Accessibility
Page Load time
Akamai Technologies, Inc. released key findings from a commissioned study
(www.akamai.com/2seconds) conducted by Forrester Consulting on behalf of
Akamai examining eCommerce web site performance and its correlation with
an online shopper’s behavior.
The most compelling results reveal that two seconds is the new threshold in
terms of an average online shopper’s expectation for a web page to load and
40 percent of shoppers will wait no more than three seconds before
abandoning a retail or travel site.
In short: PAGE LOAD TIME is critically important
Accessibility
Page Load time
Here are some of the findings from the study:
• 47% expect a web page to load in two seconds or less.
• 40% will abandon a web page if it takes more than three seconds to load.
• 52% of online shoppers claim that quick page loads are important for their
loyalty to a site.
Although this study focused on e-commerce sites, the findings should be relevant to any site
owner regardless of the type of site since the results clearly show how big an effect slow load
times can have on user behavior.
Sociability
Sociability
Sociability key points
• Social Media = An ongoing conversation about your brand
• Is your company's voice being heard?
• People are talking about you whether you like it or not.
• Use tools to monitor your social media channels
• You can quantify social media lead generation with effective
conversion tracking/optimization and visitor behavior analysis
Sociability
Tools of the Trade
• Su.Pr
• Knowem.com
• mag.ma
• Trendistic
• Google Trends
Sociability
Trends matter – you can see what's coming
• Your most powerful market research ally
• Google Insights for Search
• Free tool to confirm centers of demand based on aggregated search
engine keyword data
• Significant degree of accuracy
• Redefining Market Research
• Predicting Demand (global and domestic)
Share-ability
Share-ability
About Share-ability
The “Read Me” Model
• Reason to Return
• Engaging User Experience
• Aesthetic site architecture
• Direct User Benefit
• Memorable User Experience
• Effective Call to Action
Search-ability
Search-ability
Leverage Search and Social Media
• Enforce your brand while establishing traffic channels
• Own your market across all discussion venues
• Blogs matter more than ever
• Become an information hub – get leads – guaranteed
Share-ability
Don't neglect the fundamentals
Social media is great for:
• Connecting with your users (assuming they're
already on social media platforms and talking
about you)
• Building another channel for communication,
branding & messaging
• Appealing to early adopters
• Wasting time on non-business essential
communication :-)
And i f you're Ignoring other Important
fundamentals of online marketing. like:
• Building a website with a unique value
proposition
• Creating amazingly useful content that people
want to share
• Conducting effective email marketing
• Finding ways to sca!ably acquire new users &
retain existing ones
But it can't do what search/SEO does:
• Leveraging conversion funnels & conversion
testing
• Answer a direct need precisely when it's
requested in a scalable fashion
• PPC
• Gain Visibility from virtually all Internet users
with an Interest in your brand, product, sector,
or content at once
You should probably concentrate
on those first
Share-ability
Let's just be friends
Linkedin, Facebook, YouTube, Yelp, and 1300
other social networks...
Prepare for the future of search and social media
• Build for your visitors, not for show
• Have goals
• Be socially worthwhile
• Be discoverable and shareable
• Be a leader – make friends – be a resource for information,
observation, and quality
Make it happen
• Create a digital marketing strategy designed to achieve specific goals
• Determine your budget based on what you stand to gain
• Gather as much information about your domain as you can
• Find the right people for the job – it's a big responsibility
• Ask lots of questions
Thanks
Special thanks to all of the attendees at
“Search and Sociability in 2010” seminar.
www.advaion.com
www.growthadvisorsinc.com
www.telecommanagement.us
www.5starcomm.com
www.healthcoalition.com
www.tera-us.com
www.businesswire.com
www.jeffreygroup.com
www.thinkfactory.com
www.cclspanish.com
www.lpmediafilms.com
www.vbridge.com
www.costatech.net
www.mdgadvertising.com
www.vbridgeinc.com
www.cpamiami.com
www.merk.com
www.wpbt.org
www.dgdesignstudios.com
www.paetec.com
www.xo.com
www.floribbeanproducts.com
www.symbits.com
Arigato Gozaimasu
Charlie Ellis
[email protected]
443-812-0154
http://www.linkedin.com/in/miamiseo
www.seosumo.com