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The greenlight sector
REPORT
An exclusive snapshot of the online Search market
‘Mobile Advertising -
Why haven’t we fully
embraced it yet?’
asks Hannah Kimuyu.
Exactly what will it take
for brands to embrace the
new reality of search?
Adam Bunn discusses.
What could Facebook’s
new product ‘Home’
mean for your brand?
Article by Sam Haseltine.
APRIL 2013
PRODUCT FOCUS
Dual Fuel
Electricity
Energy
Gas
The Greenlight Sector Report
Advertisement
Apply to iwanttowork@greenlightdigital.com
ARTICLE
Contents
What will it take for
brands to embrace the
new reality of Search?
Interflora’s recent run in with Google gets
Greenlight’s SEO Director, Adam Bunn,
questioning the ‘state of link building’.
35
The Impact of Facebook‘Home’
How can we get the
most from mobile
advertising?
Integrated
Search &
Digital Strategies
3233
Article by Paul Byrne
29
feature articles
17
The Greenlight Sector Report
3 Foreword
7 Natural Search
17 Exactly what will
it take for brands to
embrace the new reality
of Search?
19 Paid Media
29 Article: Mobile advertising
31 Integrated Search
33 Article: Integrated Search
& Digital Strategies
35 Social Media
Article: The impact of
Facebook Home
37 About this report
foreword
At Greenlight, we pride ourselves on being thought leaders
within the Search industry. Utilising our unique data
aggregation and visualisation platform, Hydra, we are able
to track, record and analyse consumer search behaviour
in any given market vertical, which in turn leads to the
creation of our industry renowned Sector Reports.
Each report gives an indication to the size of the potential
online audience and examines the most visible websites
and advertisers on Google UK. In the past few months,
we have worked hard to improve our Sector Reports by
giving them a new look and feel, updating the keyword
sets we analyse and adding mobile search data to the mix,
thus providing insight into how searches differ on different
devices.
We hope that you enjoy the updated versions of our
Sector Reports. If you have any suggestions on how
we can improve our reports, please contact us at
marketing@greenlightdigital.com.
Kind regards,
Alicia Levy
by Alicia Levy, Greenlight CMO
GREENLIGHT WELCOME
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com |  +44 (0)20 7253 7000
Executive Summary
This report profiles search behaviour for the online Energy sector. It analyses which websites, advertisers and brands were most visible in
the Google UK Natural Search and Paid Media listings, when consumers searched for Energy-related terms. This report also assesses
which brands interacted well on the Social Media networks. In our analysis we established that:
uswitch.com was the most visible advertiser for Energy-related searches on mobile devices, achieving a 90% share of voice.
moneysupermarket.com was the most visible website for Energy-related searches on laptops/desktops, achieving a 72% share
of voice.
Queries for energy-related keywords accounted for 35% of all searches made using laptops/desktops and 29% of all queries
made using mobile devices.
In April, 235,050 queries were made by consumers searching for Energy-related terms on laptops/desktops and mobile
devices (tablets & smartphones).
Percentage breakdown of searches made for each subsector (laptops/desktops):
Percentage breakdown of searches made for each subsector (mobile devices):
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
Natural Search
April Overview
In April 2013, 235,050 searches were made for Energy-related terms using laptops/desktops and mobile devices. The graphs below
show a breakdown of the number of searches made for each of the subsectors analysed in this report, as well as an overview of the total
number of searches made for the online Energy market in the past 12 months.
Retrospective 12 month view of the online energy market
Breakdown of subsector searches by platform (April 2013)
Energy-related searches were
most popular on laptops/desktops,
accounting for 35% of all searches
made for the sector.
In April, 25,662 searches were made
for energy-related keywords using
mobile devices.
In April, 209,388 searches were made
for energy-related keywords using
laptops and desktops.
At a glance
Energy Sector Report | April 2013 | The most visible websites and advertisers on Google UK
Energy: Overall
Laptops/desktops: 209,388 searches
In April 2013, 209,388 searches were made using laptops and desktops for Energy-related keywords. The league table below shows
which websites were most visible in the Natural Search listings on Google UK for the 462 keywords analysed.
The 20 most visible websites on laptops/desktops:
Top 10 search terms:
uswitch.com attained a 51% share of
voice through ranking for 622
keywords, including the search terms
‘gas companies uk’ and ‘best prices for
gas and electricity’.
moneysupermarket.com was the most
visible website, achieving a 72% share
of voice through ranking for 461
keywords, including the search terms
‘commercial electricity’ and ‘energy
online’.
In April, the keyword ‘electricity’ was
queried 18,100 times, accounting for
9% of all searches made using
laptops/desktops.
LAPTOPS/DESKTOPS:
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
Natural Search
Energy: Overall
Mobile devices: 25,662 searches
In April 2013, 25,662 searches were made using mobile devices (tablets & smartphones) for Energy-related keywords. The league
table below shows which websites were most visible in the Natural Search listings on Google UK for the 377 keywords analysed.
The 20 most visible websites on mobile devices:
Top 10 search terms:
uswitch.com attained a 47% share of
voice through ranking for 532
keywords, including the search terms
‘business electricity prices’ and ‘gas
and electricity suppliers’.
moneysupermarket.com was the most
visible website, achieving a 63% share
of voice through ranking for 383
keywords, including the search terms
‘commercial electricity’ and ‘gas and
electric compare’.
In April, the keyword ‘gas’ was queried
2,900 times, accounting for 11% of all
searches made using mobile devices.
MOBILE DEVICES:
Energy Sector Report | April 2013 | The most visible websites and advertisers on Google UK
Energy: Dual fuel
Laptops/desktops: 35,222 searches
In April 2013, 35,222 searches were made using laptops and desktops for dual fuel-related keywords. The league table below shows
which websites were most visible in the Natural Search listings on Google UK for the 153 keywords analysed.
The 20 most visible websites on laptops/desktops:
Top 10 search terms:
confused.com attained a 82% share of
voice through ranking for 150 keywords,
including the search terms ‘business
gas and electricity suppliers’ and ‘gas
and electric bills’.
moneysupermarket.com was the most
visible website, achieving a 95% share
of voice through ranking for 180
keywords, including the search terms
‘best gas & electricity deals’ and ‘which
gas and electricity’.
In April, the keyword ‘gas and electric’
was queried 6,600 times, accounting
for 19% of all searches made using
laptops/desktops.
LAPTOPS/DESKTOPS:
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
Natural Search
Energy: Dual fuel
Mobile devices: 4,146 searches
In April 2013, 4,146 searches were made using mobile devices (tablets & smartphones) for dual fuel-related keywords. The league
table below shows which websites were most visible in the Natural Search listings on Google UK for the 121 keywords analysed.
The 20 most visible websites on mobile devices:
Top 10 search terms:
confused.com attained a 87% share of
voice through ranking for 122 keywords,
including the search terms ‘gas and
electricity suppliers uk’ and ‘business
gas and electricity’.
moneysupermarket.com was the most
visible website, achieving a 99% share
of voice through ranking for 140
keywords, including the search terms
‘gas and electric compare’ and ‘gas and
electricity for business’.
In April, the keyword ‘gas and electric’
was queried 1,000 times, accounting
for 24% of all searches made using
mobile devices.
MOBILE DEVICES:
Energy Sector Report | April 2013 | The most visible websites and advertisers on Google UK
Energy: Gas
Laptops/desktops: 42,832 searches
In April 2013, 42,832 searches were made using laptops and desktops for gas-related keywords. The league table below shows which
websites were most visible in the Natural Search listings on Google UK for the 138 keywords analysed.
The 20 most visible websites on laptops/desktops:
Top 10 search terms:
moneysupermarket.com attained a
47% share of voice through ranking for
114 keywords, including the search
terms ‘gas power’ and ‘fixed gas
prices’.
britishgas.co.uk was the most visible
website, achieving a 63% share of
voice through ranking for 154 keywords,
including the search terms ‘cheap gas
supplier’ and ‘business gas’.
In April, the keyword ‘gas’ was queried
12,100 times, accounting for 28% of all
searches made using
laptops/desktops.
LAPTOPS/DESKTOPS:
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
Natural Search
Energy: Gas
Mobile devices: 7,288 searches
In April 2013, 7,288 searches were made using mobile devices (tablets & smartphones) for gas-related keywords. The league table
below shows which websites were most visible in the Natural Search listings on Google UK for the 111 keywords analysed.
The 20 most visible websites on mobile devices:
Top 10 search terms:
npower.com attained a 47% share of
voice through ranking for 62 keywords,
including the search terms ‘compare
gas’ and ‘gas supplies’.
britishgas.co.uk was the most visible
website, achieving a 68% share of
voice through ranking for 121 keywords,
including the search terms ‘compare
gas prices uk’ and ‘business gas prices
compare’.
In April, the keyword ‘gas’ was queried
2,900 times, accounting for 40% of all
searches made using mobile devices.
MOBILE DEVICES:
Energy Sector Report | April 2013 | The most visible websites and advertisers on Google UK
Energy: Electricity
Laptops/desktops: 58,517 searches
In April 2013, 58,517 searches were made using laptops and desktops for electricity-related keywords. The league table below shows
which websites were most visible in the Natural Search listings on Google UK for the 83 keywords analysed.
The 20 most visible websites on laptops/desktops:
Top 10 search terms:
npower.com attained a 45% share of
voice through ranking for 53 keywords,
including the search terms ‘business
electricity prices’ and ‘electric prices’.
moneysupermarket.com was the most
visible website, achieving a 57% share
of voice through ranking for 79
keywords, including the search terms
‘commercial electricity’ and ‘business
electric’.
In April, the keyword ‘electricity’ was
queried 18,100 times, accounting for
31% of all searches made using
laptops/desktops.
LAPTOPS/DESKTOPS:
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
Natural Search
Energy: Electricity
Mobile devices: 7,329 searches
In April 2013, 7,329 searches were made using mobile devices (tablets & smartphones) for electricity-related keywords. The league
table below shows which websites were most visible in the Natural Search listings on Google UK for the 76 keywords analysed.
The 20 most visible websites on mobile devices:
Top 10 search terms:
wikipedia.org attained a 52% share of
voice through ranking for 46 keywords,
including the search terms ‘electricity
suppliers’ and ‘electricity companies’.
npower.com was the most visible
website, achieving a 53% share of
voice through ranking for 53 keywords,
including the search terms ‘compare
electricity’ and ‘compare electric
prices’.
In April, the keyword ‘electricity’ was
queried 2,900 times, accounting for
40% of all searches made using mobile
devices.
MOBILE DEVICES:
Energy Sector Report | April 2013 | The most visible websites and advertisers on Google UK
Energy: Energy
Laptops/desktops: 72,817 searches
In April 2013, 72,817 searches were made using laptops and desktops for energy-related keywords. The league table below shows which
websites were most visible in the Natural Search listings on Google UK for the 88 keywords analysed.
The 20 most visible websites on laptops/desktops:
Top 10 search terms:
uswitch.com attained a 58% share of
voice through ranking for 127 keywords,
including the search terms ‘cheapest
energy providers’ and ‘energy
comparison’.
moneysupermarket.com was the most
visible website, achieving a 89% share
of voice through ranking for 88
keywords, including the search terms
‘energy online’ and ‘compare business
energy’.
In April, the keyword ‘energy’ was
queried 18,100 times, accounting for
25% of all searches made using
laptops/desktops.
LAPTOPS/DESKTOPS:
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
Natural Search
Energy: Energy
Mobile devices: 6,899 searches
In April 2013, 6,899 searches were made using mobile devices (tablets & smartphones) for keywords pertaining to energy. The league
table below shows which websites were most visible in the Natural Search listings on Google UK for the 69 keywords analysed.
The 20 most visible websites on mobile devices:
Top 10 search terms:
uswitch.com attained a 53% share of
voice through ranking for 111 keywords,
including the search terms ‘energy
deals’ and ‘energy suppliers’.
moneysupermarket.com was the most
visible website, achieving a 85% share
of voice through ranking for 72
keywords, including the search terms
‘gas energy’ and ‘energy switching’.
In April, the keyword ‘energy’ was
queried 2,400 times, accounting for
35% of all searches made using mobile
devices.
MOBILE DEVICES:
Energy Sector Report | April 2013 | The most visible websites and advertisers on Google UK
As I write this it’s been almost a
month since Interflora’s recovery
from the landmark Google penalty
caused almost certainly by a large
number of paid advertorials and
potentially by a number of other
link building techniques. Interflora
had suffered a milder penalty in
2012 from which it had recovered,
but then continued to link build
against Google’s guidelines thus in-
curring a rarely seen level of wrath
from the web spam team that saw
them lose rankings not only for all
of their generic and long tail que-
ries but also their brand – an almost
unheard of level of severity for a
link based penalty. It seems an
opportune time to put down some
of my thoughts on the “state of link
building”, current and future.
Linking without linking
As social media becomes the de
facto way of expressing appreciation
for a piece of content, naturally
given links are becoming vanishingly
rare. Frankly, why would you
bother when you can press a
“share” or “like” button and be done
with it?
Meanwhile there is a flight of SEO’s
to the few remaining link building
“techniques” that are collectively
deemed “safe”, however misin-
formed they may be. Various forms
of semantic markup that allow
content to reference its source
without an explicit link may also
prove important in the future.
Google’s proprietary authorship
markup is widely hyped but is just
one example of a burgeoning pool
of schema and microformatting
options for content providers.
Make no mistake: search engines
will have to use these “non-link”
link signals more in the future.
After all, they are companies that
have historically leant on links as
a signal, but are now faced with
a shrinking pool of those links, a
greater and greater percentage of
which are manipulated (if you think
about it for long enough you almost
start to feel sorry for them).
Mixed messages from Google
For marketers, things are getting
confused by Google’s apparent mixed
messages on various types of link,
caused by their increasingly prominent
television advertising for the Chrome
browser and the connected “ecosys-
tem” of Google services. In a classic
case of the left hand not talking to the
right, paid advertorials, sponsored
posts and product reviews have all
received apparent endorsements by
Google on the one hand while various
penalties, warnings and guidelines tell
a completely different story.
“Google’s hypocrisy is bound
to raise ire & confusion in
equal measure.”
Take product reviews. The basic ap-
proach here is to identify a number
of bloggers in your industry with a
desirable following and send them free
products to review. From there angles
vary, from the obviously unnatural “in
return for me sending you this I expect
a link to this page with this anchor text”
to “here’s a product, do what you will”.
The former line is explicitly named and
shamed in Google’s webmaster guide-
lines, and the shades of grey in the
middle have various degrees of risk. A
highly trumped campaign by Interflora
resulted in many product review style
blog posts, many of which had links
to Interflora that might have been
deemed unnatural (note that nobody
except Google, including probably
Interflora themselves, knows exactly
which links if any contributed to their
penalty aside from the paid advertori-
als that are about as open and shut a
Feature Article
Exactly what will it take
for brands to embrace the
new reality of search?
FEATURE ARTICLE
Interflora’s recent run in with
Google gets Greenlight’s SEO
Director, Adam Bunn, questioning
the ‘state of link building’.
The Greenlight Sector Report
case as it’s possible to get).
Meanwhile, the current Google
Chrome above the line campaign
you may have seen on TV recently
(http://youtu.be/E0qDrRJT4zE) fea-
tures the story of Cambridge Satch-
els, a start up company that sends
products to fashion bloggers as part
of its online marketing strategy. In
the ad this results in YouTube video
reviews, but Google certainly runs
the risk of being seen to explicitly
sanction sending products to blog-
gers in return for promotion, includ-
ing by extension links. In reality of
course, Chrome’s marketing team
just aren’t talking to Matt Cutts and
his web spam team, proof of which
came when a paid advertorial and
a number of sponsored blog posts
for Chrome went live on the day
that Interflora was banned including
followable links to various Google
pages. At the time of writing, Google
seems to have removed the specific
posts that were widely reported on
but others still remain, including its
links (search for “this blog is part of
a series sponsored by Chromebooks”
in quotes to unearth some). This
hypocrisy is bound to raise ire and
confusion in equal measure.
18Get in touch to discuss your site’s specific performance | www.greenlightdigital.com |  +44 (0)20 7253 7000
In March, Matt Cutts told us to ex-
pect a “very large” algorithm update
at some point this year. It is futile to
try and predict the specific details
of what this will affect (although
my money is on a big change to
the importance ascribed to “linking
without linking” as discussed earlier)
but I think it is quite obvious despite
Chrome’s best efforts that in general
Google expects marketers to be
going cold turkey on link “building”
and doing things properly. At the
moment this has resulted in a lot of
noise about content marketing.
Unfortunately I am not convinced
that many people really get what
this means. I recently attended a
content strategy conference full of
people whose jobs revolved purely
around content. The thing that
struck me most clearly was that
the concept of assigning value to
content was seen as weirdly alien.
In particular, in a session dedicated
exactly to this topic, the speaker
had to explain what ROI meant
and felt the need to speak to the
delegates like a room of primary
school pupils. For someone coming
from an online marketing back-
ground it was faintly condescending
and frankly bizarre.
I have written often in the Green-
light magazine of the need to blend
the various strands of on- and off-line
marketing into compelling campaigns
and I’m more convinced than ever
now that success will come from
mashing creativity together with the
science of numbers driven market-
ing – call it content marketing if you
like. Perhaps the Interflora case and
the threat of a looming super algo-
rithm update will turn out to be the
tipping point that convinces brands
to embrace the new reality we find
ourselves in.
“Success will come from
mashing the science of
numbers driven marketing”
The 2013 Google Super
Algorithm Update
By Adam Bunn,
Director of SEO,
Greenlight
Energy: Overall
Laptops/desktops: 209,388 searches
In April 2013, 209,388 searches were made using laptops and desktops for keywords pertaining to energy. The league
table below displays the most visible advertisers and ad creatives on Google UK for the 462 keywords analysed.
britishgas.co.uk achieved a 77% share
of voice through bidding on 395
keywords, at an average ad position of
6.
In April, uswitch.com was the most
visible advertiser, achieving a 90%
share of voice through bidding on 373
keywords, at an average ad position of
1.
LAPTOPS/DESKTOPS:
The 30 most visible advertisers on laptops/desktops:
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 19
Paid Media
Energy: Overall
Mobile devices: 25,662 searches
In April 2013, 25,662 searches were made using mobile devices (tablets & smartphones) for keywords pertaining to energy.
The league table below displays the most visible advertisers and ad creatives on Google UK for the 377 keywords analysed.
britishgas.co.uk achieved a 80% share
of voice through bidding on 381
keywords, at an average ad position of
3.
In April, uswitch.com was the most
visible advertiser, achieving a 83%
share of voice through bidding on 374
keywords, at an average ad position of
1.
MOBILE DEVICES:
The 30 most visible advertisers on mobile devices:
Energy Sector Report | April 2013 | The most visible websites and advertisers on Google UK 20
Energy: Dual fuel
Laptops/desktops: 35,222 searches
In April 2013, 35,222 searches were made using laptops and desktops for dual fuel-related keywords. The league table below
displays the most visible advertisers and ad creatives on Google UK for the 153 keywords analysed.
The 5 most visible ad creatives on laptops/desktops:
The 20 most visible advertisers on laptops/desktops:
eonenergy.com displayed the most
visible individual ad creative, achieving
a 72% share of voice.
eonenergy.com achieved a 86% share
of voice through bidding on 127
keywords, at an average ad position of
3.
In April, uswitch.com was the most
visible advertiser, achieving a 98%
share of voice through bidding on 145
keywords, at an average ad position of
1.
LAPTOPS/DESKTOPS:
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 21
Paid Media
Energy: Dual fuel
Mobile devices: 4,146 searches
In April 2013, 4,146 searches were made using mobile devices (tablets & smartphones) for dual fuel-related keywords. The league
table below displays the most visible advertisers and ad creatives on Google UK for the 121 keywords analysed.
The 5 most visible ad creatives on mobile devices:
The 20 most visible advertisers on mobile devices:
npower.com displayed the most visible
individual ad creative, achieving a 52%
share of voice.
britishgas-business-electricity.com
achieved a 90% share of voice through
bidding on 123 keywords, at an average
ad position of 3.
In April, uswitch.com was the most
visible advertiser, achieving a 100%
share of voice through bidding on 149
keywords, at an average ad position of
1.
MOBILE DEVICES:
Energy Sector Report | April 2013 | The most visible websites and advertisers on Google UK 22
Energy: Gas
Laptops/desktops: 42,832 searches
In April 2013, 42,832 searches were made using laptops and desktops for gas-related keywords. The league table below
displays the most visible advertisers and ad creatives on Google UK for the 138 keywords analysed.
The 5 most visible ad creatives on laptops/desktops:
The 20 most visible advertisers on laptops/desktops:
eonenergy.com displayed the most
visible individual ad creative, achieving
a 62% share of voice.
uswitch.com achieved a 83% share of
voice through bidding on 94 keywords,
at an average ad position of 1.
In April, britishgas.co.uk was the most
visible advertiser, achieving a 83%
share of voice through bidding on 123
keywords, at an average ad position of
5.
LAPTOPS/DESKTOPS:
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 23
Paid Media
Energy: Gas
Mobile devices: 7,288 searches
In April 2013, 7,288 searches were made using mobile devices (tablets & smartphones) for gas-related keywords.The league
table below displays the most visible advertisers and ad creatives on Google UK for the 111 keywords analysed.
The 5 most visible ad creatives on mobile devices:
The 20 most visible advertisers on mobile devices:
edfenergy.com displayed the most
visible individual ad creative, achieving
a 50% share of voice.
britishgas.co.uk achieved a 73% share
of voice through bidding on 117
keywords, at an average ad position of
3.
In April, britishgas-business-gas.com
was the most visible advertiser,
achieving a 78% share of voice through
bidding on 83 keywords, at an average
ad position of 3.
MOBILE DEVICES:
Energy Sector Report | April 2013 | The most visible websites and advertisers on Google UK 24
Energy: Electricity
Laptops/desktops: 58,517 searches
In April 2013, 58,517 searches were made using laptops and desktops for electricity-related keywords. The league
table below displays the most visible advertisers and ad creatives on Google UK for the 83 keywords analysed.
The 5 most visible ad creatives on laptops/desktops:
The 20 most visible advertisers on laptops/desktops:
sainsburysenergy.com displayed the
most visible individual ad creative,
achieving a 66% share of voice.
eonenergy.com achieved a 80% share
of voice through bidding on 59
keywords, at an average ad position of
3.
In April, uswitch.com was the most
visible advertiser, achieving a 85%
share of voice through bidding on 65
keywords, at an average ad position of
2.
LAPTOPS/DESKTOPS:
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 25
Paid Media
Energy: Electricity
Mobile devices: 7,329 searches
In April 2013, 7,329 searches were made using mobile devices (tablets & smartphones) for electricity-related keywords.
The league table below displays the most visible advertisers and ad creatives on Google UK for the 76 keywords analysed.
The 5 most visible ad creatives on mobile devices:
The 20 most visible advertisers on mobile devices:
uswitch.com displayed the most visible
individual ad creative, achieving a 40%
share of voice.
britishgas.co.uk achieved a 82% share
of voice through bidding on 61
keywords, at an average ad position of
3.
In April, uswitch.com was the most
visible advertiser, achieving a 89%
share of voice through bidding on 65
keywords, at an average ad position of
1.
MOBILE DEVICES:
Energy Sector Report | April 2013 | The most visible websites and advertisers on Google UK 26
Energy: Energy
Laptops/desktops: 72,817 searches
In April 2013, 72,817 searches were made using laptops and desktops for energy-related keywords. The league
table below displays the most visible advertisers and ad creatives on Google UK for the 88 keywords analysed.
The 5 most visible ad creatives on laptops/desktops:
The 20 most visible advertisers on laptops/desktops:
www.cooperativeenergy.coop
displayed the most visible individual ad
creative, achieving a 69% share of
voice.
britishgas-business-electricity.com
achieved a 85% share of voice through
bidding on 63 keywords, at an average
ad position of 4.
In April, uswitch.com was the most
visible advertiser, achieving a 95%
share of voice through bidding on 69
keywords, at an average ad position of
1.
LAPTOPS/DESKTOPS:
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 27
Paid Media
Energy: Energy
Mobile devices: 6,899 searches
In April 2013, 6,899 searches were made using mobile devices (tablets & smartphones) for energy-related keywords.
The league table below displays the most visible advertisers and ad creatives on Google UK for the 69 keywords analysed.
The 5 most visible ad creatives on mobile devices:
The 20 most visible advertisers on mobile devices:
edfenergy.com displayed the most
visible individual ad creative, achieving
a 59% share of voice.
britishgas-business-electricity.com
achieved a 84% share of voice through
bidding on 62 keywords, at an average
ad position of 3.
In April, uswitch.com was the most
visible advertiser, achieving a 95%
share of voice through bidding on 68
keywords, at an average ad position of
1.
MOBILE DEVICES:
Energy Sector Report | April 2013 | The most visible websites and advertisers on Google UK 28
It took mobile advertising almost
three years (‘…2009/10/11 will
be the year of mobile’) to make
a serious impression until we hit
2011 when we saw mobile traffic
represent almost 38% of online
traffic for retail, and on average
18% for other sectors. Mobile
advertising is cheaper, with cost
per clicks still coming in at half
the price of desktop and is more
cost effective, delivering almost
twice the average basket value
and double the conversion rate.
This is also illustrated in our most
recent Sector Reports where we
now report the different trends in
mobile versus desktop growth; the
evidence clearly shows the num-
ber of mobile searches is catching
up with desktop queries. So what’s
the problem, why are most adver-
tisers still only dipping their toes
into mobile advertising?
12 to 18 months ago site experi-
ence was definitely an issue, with
many advertisers not even bother-
ing to develop a mobile friendly
site, never mind considering the
various different device sizes.
However with responsive website
design, advertisers don’t need to
worry about whether it’s worth
investing in a separate mobile
friendly site. Even Google states
that responsive web design is its
recommended mobile configura-
tion, and even goes so far as to
refer to responsive web design
as the industry best practice. To
explain why, responsive design
sites have one URL and the same
HTML, regardless of device,
which makes it easier and more
efficient for Google to crawl, de-
mand, and organise content.
Google prefers responsive web
design because content that lives
on one website and one URL is
Feature Article
MOBILE
ADVERTISING
Why haven’t we fully
embraced it yet?
by Hannah Kimuyu
With just two months until launch, Greenlight’s Director of Paid Media Hannah
Kimuyu explores the benefits that Enhanced Campaigns will offer for mobile.
The Greenlight Sector Report
30Get in touch to discuss your site’s specific performance | www.greenlightdigital.com |  +44 (0)20 7253 7000
much easier for users to share,
interact with and link to, than
content that lives on a separate
mobile site.
So that’s the site taken care of,
however does size really matter
because let’s not forget mobile
advertising isn’t just about the typ-
ical mobile handset, we also have
to consider tablet devices into this
mix as well. A recent study by
YuMe revealed “…that consumer
media consumption on mobile de-
vices is influenced by environment
and context, not just screen size”.
The study revealed that consumers
are increasingly screen agnostic
when it comes to consuming con-
tent. By device, 38% of respon-
dents accessed entertainment
content on their smartphone; 34%
on their laptop, and 28% on their
tablets. The study proceeded to
advise advertisers to throw away
their “…screen-by-screen media
planning rule books” and to focus
on a multi-screen strategy.
This advice is also echoed by
Google, who has gone as far as
overhauling its whole advertis-
ing channel (the first time since
its inception), putting mobile first
and announcing the ‘re-launch’ of
its Enhanced Campaigns in June
2013.
Enhanced Campaigns is all
about ‘…making ads simpler
in the contextual world we
live in today, yet providing the
right reporting and platform
to work with’.
[Kesh Patel, Strategic Partnership
lead for Google’s local channel
sales division]
For mobile specifically the three
real benefits include -
1. Ad Placement Focusing your
budget on the context that mat-
ters, including time of day, proxim-
ity, and type of device.
2. Ad Copy Refocusing your bid-
ding strategy and messaging to
reflect the different contextual
situations, allowing the adver-
tiser to be more consistent and
automated.
3. Reporting Being able to measure
the joint impact of where an ad
shows up and what it says e.g. mea-
suring app downloads, offers, and
click-to-call etc. (Also Google’s first
attempt at joining the dots between
different devices).
However the developments of
Enhanced Campaigns also bring a
few challenges, mainly the forced
inclusion and impending higher cost
per clicks. The higher cost per clicks
will of course be a real issue to those
advertisers who have enjoyed the
cheap, cost effective world of mobile
advertising to date. With brand
cost per clicks on the rise and the
increase in CPC’s from free shopping
becoming a paid format, some may
find it all a bit overwhelming to take
in.
That said mobile advertising is here
to stay and with Google laying out
a more sophisticated approach to
targeting the user, increased CPC’s
aside, mobile advertising is an
avenue we at Greenlight are excited
about.
by Hannah Kimuyu, Director of
Paid Media, Greenlight
So with two months
to go before Enhanced
Campaigns are fully
launched, let’s all embrace
mobile advertising once &
for all.
Given the trend so far it
can only get better!
Which websites/advertisers were most visible overall for laptop/desktop searches?
The graph below analyses the Integrated Search performance of 15 different websites. By taking into account each websites Natural
Search and Paid Media visibility, the graph below shows which websites obtained the greatest overall share of voice on Google UK.
Strong Paid
Media visibility
Poor Integrated
Search visibility
Strong Integrated
Search visibility
Strong Natural
Search visibility
9 websites achieved strong
visibility in the Paid Media
Space.
uswitch.com and
moneysupermarket.com
achieved strong visibility in the
Natural Search listings.
uswitch.com achieved strong
Integrated Search Visibility.
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 31
Integrated Search
The visibility obtained by each of the websites and advertisers featured in this report have been added together and ranked according to
their total visibility in the Search space. The league tables below, therefore, show which websites achieved the greatest share of
Integrated Search visibility on Google UK.
uswitch.com was most visible for
searches on mobile devices as overall it
achieved the highest share of
Integrated Search visibility.
uswitch.com was most visible for
searches on laptops/desktops as
overall it achieved the highest share of
Integrated Search visibility.
At a glance
The 15 most visible websites in Integrated Search (mobile devices):
The 15 most visible websites in Integrated Search (laptops/desktops):
Energy Sector Report | April 2013 | The most visible websites and advertisers on Google UK 32
A fully Integrated digital search
strategy is a difficult thing to
achieve but is a must for all
digital marketers in a com-
petitive multi-channel and
multi-device marketplace.
The search space has continued to
evolve at a rapid pace over the last
two to three years with the paid
and organic spaces constantly
blurring. This can be clearly seen
with the likes of Google Shop-
ping becoming part of the paid
space and aspects such as mega/
enhanced sitelinks appearing in
Paid Search ads. The addition of
Google Plus and so many search-
ers now being signed into Google
has also fundamentally changed
the Google SERPs. These recent
changes along with the introduc-
tion of universal search, a number
of years ago, has highlighted the
need for truly integrated search
strategies.
Marketers need to start using the
large amounts of data they have
at hand, to see where there is
crossover between their organic
terms and their paid presence.
Clear testing plans need to be
developed, incorporating metrics
such as traffic, rank, position,
conversion data and the volume
around keywords. A huge amount
of advertisers’ budgets are poten-
Feature Article
The Greenlight Sector Report
34Get in touch to discuss your site’s specific performance | www.greenlightdigital.com |  +44 (0)20 7253 7000
tially wasted on keywords they do
not need to bid on.
However an Integrated Search
based strategy is not simply about
whether you should bid for certain
keywords or not, it needs to be
broader than that and pull in areas
such as PR, Social Media and
content creation. When plan-
ning an Integrated campaign, you
should ask: what are our plans for
video content, blogger outreach,
alignment with above the line
marketing plans etc? And how can
these elements affect our search
presence?
This should then lead you to con-
sider how to step away from con-
sidering just search and construct
not just an Integrated Search
strategy but the elements involved
in developing an Integrated digital
strategy. This can lead to answer-
ing harder questions, rather than
whether you should be bidding on
certain keywords or not.
A truly integrated strategy moves
away from looking at keywords
and asks what the business’s goals
are and how they can be achieved
in the digital sphere. It suggests
that to be fully integrated, a com-
pany’s marketing team needs to
be wholly aligned. Having siloed
individual specialists manag-
ing PPC and SEO separately (all
fighting for different budget and
different channel targets) is not
the most efficient or integrated
way to manage your strategy.
This siloed approach needs to
change and needs to be driven
from the top, businesses need to
become ‘Digital First’ companies.
C-level employees need to realise
that to deliver an integrated
strategy, all departments need to
be aligned to work towards the
business’s goals.
This may require a number
of changes
• How does reporting change if
the basis for that reporting is last
click?
• How will integration fundamen-
tally affect the business’s fore-
casts?
• How will attribution affect the
companies channel/ marketing
plan?
• How to remunerate our agency
if we are no longer looking at a
single channel?
• How will this affect contracts,
targets and business planning
moving forward?
Over the past few months we
have worked with one of our
financial clients to integrate
their strategy, making
several changes:
• Contract was reviewed so it no
longer focused on a single channel
• Targets were changed to become
target focused
• All forecasting changed to suit
one integrated model
• Billing changed to be based on
time rather than percentage of
media spend
The above changes can be a dif-
ficult one for clients to stomach as
it can go to the heart of how their
business might be run, how the
business has reported its perfor-
mance in the past, even as granu-
lar as someone’s job specification.
Whatever your view, integration
is a necessary change required
in today’s digital world. To really
embrace it, a business needs to be
ambitious and courageous.
Businesses must be able to
recognise the changes that need
to be made and have the vision to
see the benefits a truly integrated
strategy and company can deliver.
by Paul Byrne,DiGITAL
Account Director,
Greenlight.
Greenlight’s Sam Haseltine
analyses the impact that
Facebook’s new product will
have for brands .
Despite Mark Zuckerberg describ-
ing his company as a “mobile first
social network”, up until now Face-
book’s mobile offering has been
largely fragmented and unreliable;
a main Facebook application, with
separate apps to improve features
such as messaging, managing
brand pages, photographing and
even poking. Although Zuckerberg
has regularly assured consumers
that “it’s not the right strategy for
us...to build a phone”, anticipation
had built prior to its most recent
summoning of press to its Cuper-
tino base, around what its latest
mobile release would involve. They
announced Facebook ‘Home’.
‘Home’ is not a standalone ap-
plication, rather it’s a launcher for
Android which adds a complete
integration layer on top of the
Android OS. Users will witness a
complete overhaul of their phone’s
UI (user interface) and Facebook is
promising three standout features:
Cover Feed, Chat Heads and App
Launcher to place people, rather
than applications, at the centre of
its mobile experience.
Although its intention is to place
people at the forefront of mobile
devices rather than applications, it
appears that with ‘Home’, Face-
book is placing additional empha-
sis on quality of relationships and
content (not too dissimilar to the
way Google rolled out Panda and
Penguin updates to add additional
weight to the quality of a link back
Feature Article
The Impact of Facebook ‘Home’
What could
Facebook’s new
product mean for
your brand?
The Greenlight Sector Report
36Get in touch to discuss your site’s specific performance | www.greenlightdigital.com |  +44 (0)20 7253 7000
2. Focus on building a better relationship
with your customers
By investing in the relationship with the
people who use your Facebook page, you’ll
be building a foundation of trust that will
bring your fans to a place where they’re
more receptive to your content; a place
you’ll need to be in if you don’t want your
fans to grow tired of seeing your content on
their phone ‘Home’ screen.
3. Promoted Content
How Facebook intends to use Home for
promoted content is yet to be announced,
although Adam Mosseri, Facebook Product
Director, says “We’re designing a lot of really
high-quality ad units for Cover Feed.” At this
stage I would anticipate it to involve the op-
portunity for brands to pay a premium rate,
above that for promoted posts, to reach their
existing fan base through Home. Unless this
happens, we can confidently say that Home
will become nothing more than opt-in spam.
to your site when organising
SERPs). Facebook’s mechanism
for doing so is fronted by a
dynamic home and lock screen
(Cover Feed), populated by
imagery and content from users
friends and the pages they have
liked. Without the quality of this
content being to a high standard,
users of the Android launcher
may quickly be turned off. Unless
their network is populated exclu-
sively by professional photogra-
phers, it’s highly likely their home
screens will become inundated
with pixelated images of their
friends’ babies and food.
Equally, users of ‘Home’ may find
themselves scrutinising the qual-
ity of relationships they maintain
within Facebook (between friends
and brands). Once the relation-
ships become the focal point
of a device you use as often as
your phone, it may soon become
apparent that there are many
connections that just don’t war-
rant the exposure ‘Home’ could
give them.
What could Home
mean for brands?
Zuckerberg has already expressed his
intention to use Home as an opportunity
for brands to purchase premium advertis-
ing real estate. The potential for this
assumes the success of Home and uptake
by Android users. However, what impact
does it have for brands?
1. Focus on quality content
Your brand’s latest update could find itself
front and centre, in the palm of your cus-
tomers hands when they glance at your
phone. With this in mind, the quality (res-
olution, visual appeal, lighting etc) needs
to be better than it’s ever been if you’re to
stand out and grab your customers atten-
tion. On the contrary, if the quality is poor,
you will not only be losing an opportunity
but also may find yourself losing fans and
engagement levels dropping.
What other opportunities
could Home introduce?
Inadvertently it’s possible that
Facebook has heralded in a new
dawn of opportunity for brands.
And it doesn’t involve Facebook
‘Home’.
Currently the Android ‘launcher’
marketplace is relatively small;
instead consumers opting to trust
and use the built in UI. With this
in mind and, again, assuming the
success of ‘Home’, it could raise
awareness and drive adoption of
the launcher marketplace. With
more consumers realising the
potential of a Launcher, this could
open the door for brands to take
a leaf out of Facebook’s book and
build their own. I know, for one,
that if a brand, company, band or
sports team were to build an app
that afforded me the opportunity to
have a mobile experience centred
on them, I’d be keen to take it
up, especially if it was West Ham
United F.C.
Facebook ‘Home’ is new, and
there’s more to it than just the
Cover Feed. Chat Heads, for
example, allows messaging to take
place in an overlay on top of other
applications so you never have
to stop what you’re doing to chat.
Equally, the Cover Feed can be
turned off. However, once you take
that away and reduce the launcher
to just Chat Heads and App
Launcher (which is just a menu),
what’s really left for users to get
excited about?
Regardless of whether Facebook
‘Home’ is popular, brands should
still be improving the quality of
their content and investing in fan
relationships. By getting this right,
companies’ Facebook pages and
content will become a far richer
experience for users. And if Home
proves popular, they’ll be in a
great place to leverage what it
potentially has to offer.
by Sam Haseltine, Social Media
Strategist, Greenlight
About this report
How this report was created Disclaimer:
Greenlight’s Research & Insights team collected 462
Energy-related terms queried by online consumers. The
keyword set was then uploaded to Greenlight’s Hydra
platform, which collected volumes for the associated
keywords. Hydra then analysed which websites and
advertisers appeared for the keywords analysed and
from there, ranked websites and advertisers based on
their share of visibility in the Natural Search listings and
Paid Media space on Google UK.
All data displayed in this report is based on a wide range
of keywords, and therefore aims to provide readers with
a generic overview of the online Energy sector in April
2013.
The information provided in this report is for information
only and should not be relied upon to enter into any
business transaction or to make any commercial
decision. Whilst Greenlight has made every effort to
ensure the accuracy of this report, Greenlight cannot
accept any liability for any error or inaccuracy found
within this document and no warranty is provided
regarding its completeness or its suitability for any
purpose. The content of the report is the copyright of
Greenlight Marketing Limited. The reader may use and
circulate the report within its own business organisation.
However, it is not permitted to exploit, distribute, sell or
otherwise make use of the report for commercial gain. It
is permitted to reproduce extracts of the report for
public interest, provided that the publisher credits
Greenlight as the source of the work.
Bespoke Sector Reports
If you can’t find a report which analyses the online industry you are
interested in or if you want to analyse a specific keyword set, get in
touch and find out more about Greenlight’s bespoke reports.
Greenlight currently creates bespoke reports for a wide range of
online brands, providing Marketing teams with the insights they need
to make informed decisions about their online strategies in the UK
and abroad.
Download free reports
Greenlight’s Research & Insights team produce Sector Reports analysing more
than 20 different online industries. To view and download all FREE reports, visit
www.gossip.greenlightdigital.com
Get in touch
Contact
Ian Hucklesby
Business Development Director
T: +44 (0) 20 3326 6237
Email: ian.hucklesby@greenlightdigital.com
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 37
www.greenlightdigital.com
Level 14, The Broadgate Tower,
Primrose Street, London, EC2A 2EW.
NATURAL SEARCH PAID MEDIA SOCIAL MEDIA WEB DEV TRAINING TECHNOLOGY

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Greenlight's Energy Sector Report, April 2013, Issue 1

  • 1. The greenlight sector REPORT An exclusive snapshot of the online Search market ‘Mobile Advertising - Why haven’t we fully embraced it yet?’ asks Hannah Kimuyu. Exactly what will it take for brands to embrace the new reality of search? Adam Bunn discusses. What could Facebook’s new product ‘Home’ mean for your brand? Article by Sam Haseltine. APRIL 2013 PRODUCT FOCUS Dual Fuel Electricity Energy Gas
  • 2. The Greenlight Sector Report Advertisement Apply to iwanttowork@greenlightdigital.com
  • 3. ARTICLE Contents What will it take for brands to embrace the new reality of Search? Interflora’s recent run in with Google gets Greenlight’s SEO Director, Adam Bunn, questioning the ‘state of link building’. 35 The Impact of Facebook‘Home’ How can we get the most from mobile advertising? Integrated Search & Digital Strategies 3233 Article by Paul Byrne 29 feature articles 17 The Greenlight Sector Report 3 Foreword 7 Natural Search 17 Exactly what will it take for brands to embrace the new reality of Search? 19 Paid Media 29 Article: Mobile advertising 31 Integrated Search 33 Article: Integrated Search & Digital Strategies 35 Social Media Article: The impact of Facebook Home 37 About this report
  • 4. foreword At Greenlight, we pride ourselves on being thought leaders within the Search industry. Utilising our unique data aggregation and visualisation platform, Hydra, we are able to track, record and analyse consumer search behaviour in any given market vertical, which in turn leads to the creation of our industry renowned Sector Reports. Each report gives an indication to the size of the potential online audience and examines the most visible websites and advertisers on Google UK. In the past few months, we have worked hard to improve our Sector Reports by giving them a new look and feel, updating the keyword sets we analyse and adding mobile search data to the mix, thus providing insight into how searches differ on different devices. We hope that you enjoy the updated versions of our Sector Reports. If you have any suggestions on how we can improve our reports, please contact us at marketing@greenlightdigital.com. Kind regards, Alicia Levy by Alicia Levy, Greenlight CMO GREENLIGHT WELCOME Get in touch to discuss your site’s specific performance | www.greenlightdigital.com |  +44 (0)20 7253 7000
  • 5. Executive Summary This report profiles search behaviour for the online Energy sector. It analyses which websites, advertisers and brands were most visible in the Google UK Natural Search and Paid Media listings, when consumers searched for Energy-related terms. This report also assesses which brands interacted well on the Social Media networks. In our analysis we established that: uswitch.com was the most visible advertiser for Energy-related searches on mobile devices, achieving a 90% share of voice. moneysupermarket.com was the most visible website for Energy-related searches on laptops/desktops, achieving a 72% share of voice. Queries for energy-related keywords accounted for 35% of all searches made using laptops/desktops and 29% of all queries made using mobile devices. In April, 235,050 queries were made by consumers searching for Energy-related terms on laptops/desktops and mobile devices (tablets & smartphones). Percentage breakdown of searches made for each subsector (laptops/desktops): Percentage breakdown of searches made for each subsector (mobile devices): Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
  • 6. Natural Search April Overview In April 2013, 235,050 searches were made for Energy-related terms using laptops/desktops and mobile devices. The graphs below show a breakdown of the number of searches made for each of the subsectors analysed in this report, as well as an overview of the total number of searches made for the online Energy market in the past 12 months. Retrospective 12 month view of the online energy market Breakdown of subsector searches by platform (April 2013) Energy-related searches were most popular on laptops/desktops, accounting for 35% of all searches made for the sector. In April, 25,662 searches were made for energy-related keywords using mobile devices. In April, 209,388 searches were made for energy-related keywords using laptops and desktops. At a glance Energy Sector Report | April 2013 | The most visible websites and advertisers on Google UK
  • 7. Energy: Overall Laptops/desktops: 209,388 searches In April 2013, 209,388 searches were made using laptops and desktops for Energy-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 462 keywords analysed. The 20 most visible websites on laptops/desktops: Top 10 search terms: uswitch.com attained a 51% share of voice through ranking for 622 keywords, including the search terms ‘gas companies uk’ and ‘best prices for gas and electricity’. moneysupermarket.com was the most visible website, achieving a 72% share of voice through ranking for 461 keywords, including the search terms ‘commercial electricity’ and ‘energy online’. In April, the keyword ‘electricity’ was queried 18,100 times, accounting for 9% of all searches made using laptops/desktops. LAPTOPS/DESKTOPS: Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
  • 8. Natural Search Energy: Overall Mobile devices: 25,662 searches In April 2013, 25,662 searches were made using mobile devices (tablets & smartphones) for Energy-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 377 keywords analysed. The 20 most visible websites on mobile devices: Top 10 search terms: uswitch.com attained a 47% share of voice through ranking for 532 keywords, including the search terms ‘business electricity prices’ and ‘gas and electricity suppliers’. moneysupermarket.com was the most visible website, achieving a 63% share of voice through ranking for 383 keywords, including the search terms ‘commercial electricity’ and ‘gas and electric compare’. In April, the keyword ‘gas’ was queried 2,900 times, accounting for 11% of all searches made using mobile devices. MOBILE DEVICES: Energy Sector Report | April 2013 | The most visible websites and advertisers on Google UK
  • 9. Energy: Dual fuel Laptops/desktops: 35,222 searches In April 2013, 35,222 searches were made using laptops and desktops for dual fuel-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 153 keywords analysed. The 20 most visible websites on laptops/desktops: Top 10 search terms: confused.com attained a 82% share of voice through ranking for 150 keywords, including the search terms ‘business gas and electricity suppliers’ and ‘gas and electric bills’. moneysupermarket.com was the most visible website, achieving a 95% share of voice through ranking for 180 keywords, including the search terms ‘best gas & electricity deals’ and ‘which gas and electricity’. In April, the keyword ‘gas and electric’ was queried 6,600 times, accounting for 19% of all searches made using laptops/desktops. LAPTOPS/DESKTOPS: Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
  • 10. Natural Search Energy: Dual fuel Mobile devices: 4,146 searches In April 2013, 4,146 searches were made using mobile devices (tablets & smartphones) for dual fuel-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 121 keywords analysed. The 20 most visible websites on mobile devices: Top 10 search terms: confused.com attained a 87% share of voice through ranking for 122 keywords, including the search terms ‘gas and electricity suppliers uk’ and ‘business gas and electricity’. moneysupermarket.com was the most visible website, achieving a 99% share of voice through ranking for 140 keywords, including the search terms ‘gas and electric compare’ and ‘gas and electricity for business’. In April, the keyword ‘gas and electric’ was queried 1,000 times, accounting for 24% of all searches made using mobile devices. MOBILE DEVICES: Energy Sector Report | April 2013 | The most visible websites and advertisers on Google UK
  • 11. Energy: Gas Laptops/desktops: 42,832 searches In April 2013, 42,832 searches were made using laptops and desktops for gas-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 138 keywords analysed. The 20 most visible websites on laptops/desktops: Top 10 search terms: moneysupermarket.com attained a 47% share of voice through ranking for 114 keywords, including the search terms ‘gas power’ and ‘fixed gas prices’. britishgas.co.uk was the most visible website, achieving a 63% share of voice through ranking for 154 keywords, including the search terms ‘cheap gas supplier’ and ‘business gas’. In April, the keyword ‘gas’ was queried 12,100 times, accounting for 28% of all searches made using laptops/desktops. LAPTOPS/DESKTOPS: Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
  • 12. Natural Search Energy: Gas Mobile devices: 7,288 searches In April 2013, 7,288 searches were made using mobile devices (tablets & smartphones) for gas-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 111 keywords analysed. The 20 most visible websites on mobile devices: Top 10 search terms: npower.com attained a 47% share of voice through ranking for 62 keywords, including the search terms ‘compare gas’ and ‘gas supplies’. britishgas.co.uk was the most visible website, achieving a 68% share of voice through ranking for 121 keywords, including the search terms ‘compare gas prices uk’ and ‘business gas prices compare’. In April, the keyword ‘gas’ was queried 2,900 times, accounting for 40% of all searches made using mobile devices. MOBILE DEVICES: Energy Sector Report | April 2013 | The most visible websites and advertisers on Google UK
  • 13. Energy: Electricity Laptops/desktops: 58,517 searches In April 2013, 58,517 searches were made using laptops and desktops for electricity-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 83 keywords analysed. The 20 most visible websites on laptops/desktops: Top 10 search terms: npower.com attained a 45% share of voice through ranking for 53 keywords, including the search terms ‘business electricity prices’ and ‘electric prices’. moneysupermarket.com was the most visible website, achieving a 57% share of voice through ranking for 79 keywords, including the search terms ‘commercial electricity’ and ‘business electric’. In April, the keyword ‘electricity’ was queried 18,100 times, accounting for 31% of all searches made using laptops/desktops. LAPTOPS/DESKTOPS: Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
  • 14. Natural Search Energy: Electricity Mobile devices: 7,329 searches In April 2013, 7,329 searches were made using mobile devices (tablets & smartphones) for electricity-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 76 keywords analysed. The 20 most visible websites on mobile devices: Top 10 search terms: wikipedia.org attained a 52% share of voice through ranking for 46 keywords, including the search terms ‘electricity suppliers’ and ‘electricity companies’. npower.com was the most visible website, achieving a 53% share of voice through ranking for 53 keywords, including the search terms ‘compare electricity’ and ‘compare electric prices’. In April, the keyword ‘electricity’ was queried 2,900 times, accounting for 40% of all searches made using mobile devices. MOBILE DEVICES: Energy Sector Report | April 2013 | The most visible websites and advertisers on Google UK
  • 15. Energy: Energy Laptops/desktops: 72,817 searches In April 2013, 72,817 searches were made using laptops and desktops for energy-related keywords. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 88 keywords analysed. The 20 most visible websites on laptops/desktops: Top 10 search terms: uswitch.com attained a 58% share of voice through ranking for 127 keywords, including the search terms ‘cheapest energy providers’ and ‘energy comparison’. moneysupermarket.com was the most visible website, achieving a 89% share of voice through ranking for 88 keywords, including the search terms ‘energy online’ and ‘compare business energy’. In April, the keyword ‘energy’ was queried 18,100 times, accounting for 25% of all searches made using laptops/desktops. LAPTOPS/DESKTOPS: Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000
  • 16. Natural Search Energy: Energy Mobile devices: 6,899 searches In April 2013, 6,899 searches were made using mobile devices (tablets & smartphones) for keywords pertaining to energy. The league table below shows which websites were most visible in the Natural Search listings on Google UK for the 69 keywords analysed. The 20 most visible websites on mobile devices: Top 10 search terms: uswitch.com attained a 53% share of voice through ranking for 111 keywords, including the search terms ‘energy deals’ and ‘energy suppliers’. moneysupermarket.com was the most visible website, achieving a 85% share of voice through ranking for 72 keywords, including the search terms ‘gas energy’ and ‘energy switching’. In April, the keyword ‘energy’ was queried 2,400 times, accounting for 35% of all searches made using mobile devices. MOBILE DEVICES: Energy Sector Report | April 2013 | The most visible websites and advertisers on Google UK
  • 17. As I write this it’s been almost a month since Interflora’s recovery from the landmark Google penalty caused almost certainly by a large number of paid advertorials and potentially by a number of other link building techniques. Interflora had suffered a milder penalty in 2012 from which it had recovered, but then continued to link build against Google’s guidelines thus in- curring a rarely seen level of wrath from the web spam team that saw them lose rankings not only for all of their generic and long tail que- ries but also their brand – an almost unheard of level of severity for a link based penalty. It seems an opportune time to put down some of my thoughts on the “state of link building”, current and future. Linking without linking As social media becomes the de facto way of expressing appreciation for a piece of content, naturally given links are becoming vanishingly rare. Frankly, why would you bother when you can press a “share” or “like” button and be done with it? Meanwhile there is a flight of SEO’s to the few remaining link building “techniques” that are collectively deemed “safe”, however misin- formed they may be. Various forms of semantic markup that allow content to reference its source without an explicit link may also prove important in the future. Google’s proprietary authorship markup is widely hyped but is just one example of a burgeoning pool of schema and microformatting options for content providers. Make no mistake: search engines will have to use these “non-link” link signals more in the future. After all, they are companies that have historically leant on links as a signal, but are now faced with a shrinking pool of those links, a greater and greater percentage of which are manipulated (if you think about it for long enough you almost start to feel sorry for them). Mixed messages from Google For marketers, things are getting confused by Google’s apparent mixed messages on various types of link, caused by their increasingly prominent television advertising for the Chrome browser and the connected “ecosys- tem” of Google services. In a classic case of the left hand not talking to the right, paid advertorials, sponsored posts and product reviews have all received apparent endorsements by Google on the one hand while various penalties, warnings and guidelines tell a completely different story. “Google’s hypocrisy is bound to raise ire & confusion in equal measure.” Take product reviews. The basic ap- proach here is to identify a number of bloggers in your industry with a desirable following and send them free products to review. From there angles vary, from the obviously unnatural “in return for me sending you this I expect a link to this page with this anchor text” to “here’s a product, do what you will”. The former line is explicitly named and shamed in Google’s webmaster guide- lines, and the shades of grey in the middle have various degrees of risk. A highly trumped campaign by Interflora resulted in many product review style blog posts, many of which had links to Interflora that might have been deemed unnatural (note that nobody except Google, including probably Interflora themselves, knows exactly which links if any contributed to their penalty aside from the paid advertori- als that are about as open and shut a Feature Article Exactly what will it take for brands to embrace the new reality of search? FEATURE ARTICLE Interflora’s recent run in with Google gets Greenlight’s SEO Director, Adam Bunn, questioning the ‘state of link building’. The Greenlight Sector Report
  • 18. case as it’s possible to get). Meanwhile, the current Google Chrome above the line campaign you may have seen on TV recently (http://youtu.be/E0qDrRJT4zE) fea- tures the story of Cambridge Satch- els, a start up company that sends products to fashion bloggers as part of its online marketing strategy. In the ad this results in YouTube video reviews, but Google certainly runs the risk of being seen to explicitly sanction sending products to blog- gers in return for promotion, includ- ing by extension links. In reality of course, Chrome’s marketing team just aren’t talking to Matt Cutts and his web spam team, proof of which came when a paid advertorial and a number of sponsored blog posts for Chrome went live on the day that Interflora was banned including followable links to various Google pages. At the time of writing, Google seems to have removed the specific posts that were widely reported on but others still remain, including its links (search for “this blog is part of a series sponsored by Chromebooks” in quotes to unearth some). This hypocrisy is bound to raise ire and confusion in equal measure. 18Get in touch to discuss your site’s specific performance | www.greenlightdigital.com |  +44 (0)20 7253 7000 In March, Matt Cutts told us to ex- pect a “very large” algorithm update at some point this year. It is futile to try and predict the specific details of what this will affect (although my money is on a big change to the importance ascribed to “linking without linking” as discussed earlier) but I think it is quite obvious despite Chrome’s best efforts that in general Google expects marketers to be going cold turkey on link “building” and doing things properly. At the moment this has resulted in a lot of noise about content marketing. Unfortunately I am not convinced that many people really get what this means. I recently attended a content strategy conference full of people whose jobs revolved purely around content. The thing that struck me most clearly was that the concept of assigning value to content was seen as weirdly alien. In particular, in a session dedicated exactly to this topic, the speaker had to explain what ROI meant and felt the need to speak to the delegates like a room of primary school pupils. For someone coming from an online marketing back- ground it was faintly condescending and frankly bizarre. I have written often in the Green- light magazine of the need to blend the various strands of on- and off-line marketing into compelling campaigns and I’m more convinced than ever now that success will come from mashing creativity together with the science of numbers driven market- ing – call it content marketing if you like. Perhaps the Interflora case and the threat of a looming super algo- rithm update will turn out to be the tipping point that convinces brands to embrace the new reality we find ourselves in. “Success will come from mashing the science of numbers driven marketing” The 2013 Google Super Algorithm Update By Adam Bunn, Director of SEO, Greenlight
  • 19. Energy: Overall Laptops/desktops: 209,388 searches In April 2013, 209,388 searches were made using laptops and desktops for keywords pertaining to energy. The league table below displays the most visible advertisers and ad creatives on Google UK for the 462 keywords analysed. britishgas.co.uk achieved a 77% share of voice through bidding on 395 keywords, at an average ad position of 6. In April, uswitch.com was the most visible advertiser, achieving a 90% share of voice through bidding on 373 keywords, at an average ad position of 1. LAPTOPS/DESKTOPS: The 30 most visible advertisers on laptops/desktops: Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 19
  • 20. Paid Media Energy: Overall Mobile devices: 25,662 searches In April 2013, 25,662 searches were made using mobile devices (tablets & smartphones) for keywords pertaining to energy. The league table below displays the most visible advertisers and ad creatives on Google UK for the 377 keywords analysed. britishgas.co.uk achieved a 80% share of voice through bidding on 381 keywords, at an average ad position of 3. In April, uswitch.com was the most visible advertiser, achieving a 83% share of voice through bidding on 374 keywords, at an average ad position of 1. MOBILE DEVICES: The 30 most visible advertisers on mobile devices: Energy Sector Report | April 2013 | The most visible websites and advertisers on Google UK 20
  • 21. Energy: Dual fuel Laptops/desktops: 35,222 searches In April 2013, 35,222 searches were made using laptops and desktops for dual fuel-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 153 keywords analysed. The 5 most visible ad creatives on laptops/desktops: The 20 most visible advertisers on laptops/desktops: eonenergy.com displayed the most visible individual ad creative, achieving a 72% share of voice. eonenergy.com achieved a 86% share of voice through bidding on 127 keywords, at an average ad position of 3. In April, uswitch.com was the most visible advertiser, achieving a 98% share of voice through bidding on 145 keywords, at an average ad position of 1. LAPTOPS/DESKTOPS: Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 21
  • 22. Paid Media Energy: Dual fuel Mobile devices: 4,146 searches In April 2013, 4,146 searches were made using mobile devices (tablets & smartphones) for dual fuel-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 121 keywords analysed. The 5 most visible ad creatives on mobile devices: The 20 most visible advertisers on mobile devices: npower.com displayed the most visible individual ad creative, achieving a 52% share of voice. britishgas-business-electricity.com achieved a 90% share of voice through bidding on 123 keywords, at an average ad position of 3. In April, uswitch.com was the most visible advertiser, achieving a 100% share of voice through bidding on 149 keywords, at an average ad position of 1. MOBILE DEVICES: Energy Sector Report | April 2013 | The most visible websites and advertisers on Google UK 22
  • 23. Energy: Gas Laptops/desktops: 42,832 searches In April 2013, 42,832 searches were made using laptops and desktops for gas-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 138 keywords analysed. The 5 most visible ad creatives on laptops/desktops: The 20 most visible advertisers on laptops/desktops: eonenergy.com displayed the most visible individual ad creative, achieving a 62% share of voice. uswitch.com achieved a 83% share of voice through bidding on 94 keywords, at an average ad position of 1. In April, britishgas.co.uk was the most visible advertiser, achieving a 83% share of voice through bidding on 123 keywords, at an average ad position of 5. LAPTOPS/DESKTOPS: Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 23
  • 24. Paid Media Energy: Gas Mobile devices: 7,288 searches In April 2013, 7,288 searches were made using mobile devices (tablets & smartphones) for gas-related keywords.The league table below displays the most visible advertisers and ad creatives on Google UK for the 111 keywords analysed. The 5 most visible ad creatives on mobile devices: The 20 most visible advertisers on mobile devices: edfenergy.com displayed the most visible individual ad creative, achieving a 50% share of voice. britishgas.co.uk achieved a 73% share of voice through bidding on 117 keywords, at an average ad position of 3. In April, britishgas-business-gas.com was the most visible advertiser, achieving a 78% share of voice through bidding on 83 keywords, at an average ad position of 3. MOBILE DEVICES: Energy Sector Report | April 2013 | The most visible websites and advertisers on Google UK 24
  • 25. Energy: Electricity Laptops/desktops: 58,517 searches In April 2013, 58,517 searches were made using laptops and desktops for electricity-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 83 keywords analysed. The 5 most visible ad creatives on laptops/desktops: The 20 most visible advertisers on laptops/desktops: sainsburysenergy.com displayed the most visible individual ad creative, achieving a 66% share of voice. eonenergy.com achieved a 80% share of voice through bidding on 59 keywords, at an average ad position of 3. In April, uswitch.com was the most visible advertiser, achieving a 85% share of voice through bidding on 65 keywords, at an average ad position of 2. LAPTOPS/DESKTOPS: Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 25
  • 26. Paid Media Energy: Electricity Mobile devices: 7,329 searches In April 2013, 7,329 searches were made using mobile devices (tablets & smartphones) for electricity-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 76 keywords analysed. The 5 most visible ad creatives on mobile devices: The 20 most visible advertisers on mobile devices: uswitch.com displayed the most visible individual ad creative, achieving a 40% share of voice. britishgas.co.uk achieved a 82% share of voice through bidding on 61 keywords, at an average ad position of 3. In April, uswitch.com was the most visible advertiser, achieving a 89% share of voice through bidding on 65 keywords, at an average ad position of 1. MOBILE DEVICES: Energy Sector Report | April 2013 | The most visible websites and advertisers on Google UK 26
  • 27. Energy: Energy Laptops/desktops: 72,817 searches In April 2013, 72,817 searches were made using laptops and desktops for energy-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 88 keywords analysed. The 5 most visible ad creatives on laptops/desktops: The 20 most visible advertisers on laptops/desktops: www.cooperativeenergy.coop displayed the most visible individual ad creative, achieving a 69% share of voice. britishgas-business-electricity.com achieved a 85% share of voice through bidding on 63 keywords, at an average ad position of 4. In April, uswitch.com was the most visible advertiser, achieving a 95% share of voice through bidding on 69 keywords, at an average ad position of 1. LAPTOPS/DESKTOPS: Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 27
  • 28. Paid Media Energy: Energy Mobile devices: 6,899 searches In April 2013, 6,899 searches were made using mobile devices (tablets & smartphones) for energy-related keywords. The league table below displays the most visible advertisers and ad creatives on Google UK for the 69 keywords analysed. The 5 most visible ad creatives on mobile devices: The 20 most visible advertisers on mobile devices: edfenergy.com displayed the most visible individual ad creative, achieving a 59% share of voice. britishgas-business-electricity.com achieved a 84% share of voice through bidding on 62 keywords, at an average ad position of 3. In April, uswitch.com was the most visible advertiser, achieving a 95% share of voice through bidding on 68 keywords, at an average ad position of 1. MOBILE DEVICES: Energy Sector Report | April 2013 | The most visible websites and advertisers on Google UK 28
  • 29. It took mobile advertising almost three years (‘…2009/10/11 will be the year of mobile’) to make a serious impression until we hit 2011 when we saw mobile traffic represent almost 38% of online traffic for retail, and on average 18% for other sectors. Mobile advertising is cheaper, with cost per clicks still coming in at half the price of desktop and is more cost effective, delivering almost twice the average basket value and double the conversion rate. This is also illustrated in our most recent Sector Reports where we now report the different trends in mobile versus desktop growth; the evidence clearly shows the num- ber of mobile searches is catching up with desktop queries. So what’s the problem, why are most adver- tisers still only dipping their toes into mobile advertising? 12 to 18 months ago site experi- ence was definitely an issue, with many advertisers not even bother- ing to develop a mobile friendly site, never mind considering the various different device sizes. However with responsive website design, advertisers don’t need to worry about whether it’s worth investing in a separate mobile friendly site. Even Google states that responsive web design is its recommended mobile configura- tion, and even goes so far as to refer to responsive web design as the industry best practice. To explain why, responsive design sites have one URL and the same HTML, regardless of device, which makes it easier and more efficient for Google to crawl, de- mand, and organise content. Google prefers responsive web design because content that lives on one website and one URL is Feature Article MOBILE ADVERTISING Why haven’t we fully embraced it yet? by Hannah Kimuyu With just two months until launch, Greenlight’s Director of Paid Media Hannah Kimuyu explores the benefits that Enhanced Campaigns will offer for mobile. The Greenlight Sector Report
  • 30. 30Get in touch to discuss your site’s specific performance | www.greenlightdigital.com |  +44 (0)20 7253 7000 much easier for users to share, interact with and link to, than content that lives on a separate mobile site. So that’s the site taken care of, however does size really matter because let’s not forget mobile advertising isn’t just about the typ- ical mobile handset, we also have to consider tablet devices into this mix as well. A recent study by YuMe revealed “…that consumer media consumption on mobile de- vices is influenced by environment and context, not just screen size”. The study revealed that consumers are increasingly screen agnostic when it comes to consuming con- tent. By device, 38% of respon- dents accessed entertainment content on their smartphone; 34% on their laptop, and 28% on their tablets. The study proceeded to advise advertisers to throw away their “…screen-by-screen media planning rule books” and to focus on a multi-screen strategy. This advice is also echoed by Google, who has gone as far as overhauling its whole advertis- ing channel (the first time since its inception), putting mobile first and announcing the ‘re-launch’ of its Enhanced Campaigns in June 2013. Enhanced Campaigns is all about ‘…making ads simpler in the contextual world we live in today, yet providing the right reporting and platform to work with’. [Kesh Patel, Strategic Partnership lead for Google’s local channel sales division] For mobile specifically the three real benefits include - 1. Ad Placement Focusing your budget on the context that mat- ters, including time of day, proxim- ity, and type of device. 2. Ad Copy Refocusing your bid- ding strategy and messaging to reflect the different contextual situations, allowing the adver- tiser to be more consistent and automated. 3. Reporting Being able to measure the joint impact of where an ad shows up and what it says e.g. mea- suring app downloads, offers, and click-to-call etc. (Also Google’s first attempt at joining the dots between different devices). However the developments of Enhanced Campaigns also bring a few challenges, mainly the forced inclusion and impending higher cost per clicks. The higher cost per clicks will of course be a real issue to those advertisers who have enjoyed the cheap, cost effective world of mobile advertising to date. With brand cost per clicks on the rise and the increase in CPC’s from free shopping becoming a paid format, some may find it all a bit overwhelming to take in. That said mobile advertising is here to stay and with Google laying out a more sophisticated approach to targeting the user, increased CPC’s aside, mobile advertising is an avenue we at Greenlight are excited about. by Hannah Kimuyu, Director of Paid Media, Greenlight So with two months to go before Enhanced Campaigns are fully launched, let’s all embrace mobile advertising once & for all. Given the trend so far it can only get better!
  • 31. Which websites/advertisers were most visible overall for laptop/desktop searches? The graph below analyses the Integrated Search performance of 15 different websites. By taking into account each websites Natural Search and Paid Media visibility, the graph below shows which websites obtained the greatest overall share of voice on Google UK. Strong Paid Media visibility Poor Integrated Search visibility Strong Integrated Search visibility Strong Natural Search visibility 9 websites achieved strong visibility in the Paid Media Space. uswitch.com and moneysupermarket.com achieved strong visibility in the Natural Search listings. uswitch.com achieved strong Integrated Search Visibility. Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 31
  • 32. Integrated Search The visibility obtained by each of the websites and advertisers featured in this report have been added together and ranked according to their total visibility in the Search space. The league tables below, therefore, show which websites achieved the greatest share of Integrated Search visibility on Google UK. uswitch.com was most visible for searches on mobile devices as overall it achieved the highest share of Integrated Search visibility. uswitch.com was most visible for searches on laptops/desktops as overall it achieved the highest share of Integrated Search visibility. At a glance The 15 most visible websites in Integrated Search (mobile devices): The 15 most visible websites in Integrated Search (laptops/desktops): Energy Sector Report | April 2013 | The most visible websites and advertisers on Google UK 32
  • 33. A fully Integrated digital search strategy is a difficult thing to achieve but is a must for all digital marketers in a com- petitive multi-channel and multi-device marketplace. The search space has continued to evolve at a rapid pace over the last two to three years with the paid and organic spaces constantly blurring. This can be clearly seen with the likes of Google Shop- ping becoming part of the paid space and aspects such as mega/ enhanced sitelinks appearing in Paid Search ads. The addition of Google Plus and so many search- ers now being signed into Google has also fundamentally changed the Google SERPs. These recent changes along with the introduc- tion of universal search, a number of years ago, has highlighted the need for truly integrated search strategies. Marketers need to start using the large amounts of data they have at hand, to see where there is crossover between their organic terms and their paid presence. Clear testing plans need to be developed, incorporating metrics such as traffic, rank, position, conversion data and the volume around keywords. A huge amount of advertisers’ budgets are poten- Feature Article The Greenlight Sector Report
  • 34. 34Get in touch to discuss your site’s specific performance | www.greenlightdigital.com |  +44 (0)20 7253 7000 tially wasted on keywords they do not need to bid on. However an Integrated Search based strategy is not simply about whether you should bid for certain keywords or not, it needs to be broader than that and pull in areas such as PR, Social Media and content creation. When plan- ning an Integrated campaign, you should ask: what are our plans for video content, blogger outreach, alignment with above the line marketing plans etc? And how can these elements affect our search presence? This should then lead you to con- sider how to step away from con- sidering just search and construct not just an Integrated Search strategy but the elements involved in developing an Integrated digital strategy. This can lead to answer- ing harder questions, rather than whether you should be bidding on certain keywords or not. A truly integrated strategy moves away from looking at keywords and asks what the business’s goals are and how they can be achieved in the digital sphere. It suggests that to be fully integrated, a com- pany’s marketing team needs to be wholly aligned. Having siloed individual specialists manag- ing PPC and SEO separately (all fighting for different budget and different channel targets) is not the most efficient or integrated way to manage your strategy. This siloed approach needs to change and needs to be driven from the top, businesses need to become ‘Digital First’ companies. C-level employees need to realise that to deliver an integrated strategy, all departments need to be aligned to work towards the business’s goals. This may require a number of changes • How does reporting change if the basis for that reporting is last click? • How will integration fundamen- tally affect the business’s fore- casts? • How will attribution affect the companies channel/ marketing plan? • How to remunerate our agency if we are no longer looking at a single channel? • How will this affect contracts, targets and business planning moving forward? Over the past few months we have worked with one of our financial clients to integrate their strategy, making several changes: • Contract was reviewed so it no longer focused on a single channel • Targets were changed to become target focused • All forecasting changed to suit one integrated model • Billing changed to be based on time rather than percentage of media spend The above changes can be a dif- ficult one for clients to stomach as it can go to the heart of how their business might be run, how the business has reported its perfor- mance in the past, even as granu- lar as someone’s job specification. Whatever your view, integration is a necessary change required in today’s digital world. To really embrace it, a business needs to be ambitious and courageous. Businesses must be able to recognise the changes that need to be made and have the vision to see the benefits a truly integrated strategy and company can deliver. by Paul Byrne,DiGITAL Account Director, Greenlight.
  • 35. Greenlight’s Sam Haseltine analyses the impact that Facebook’s new product will have for brands . Despite Mark Zuckerberg describ- ing his company as a “mobile first social network”, up until now Face- book’s mobile offering has been largely fragmented and unreliable; a main Facebook application, with separate apps to improve features such as messaging, managing brand pages, photographing and even poking. Although Zuckerberg has regularly assured consumers that “it’s not the right strategy for us...to build a phone”, anticipation had built prior to its most recent summoning of press to its Cuper- tino base, around what its latest mobile release would involve. They announced Facebook ‘Home’. ‘Home’ is not a standalone ap- plication, rather it’s a launcher for Android which adds a complete integration layer on top of the Android OS. Users will witness a complete overhaul of their phone’s UI (user interface) and Facebook is promising three standout features: Cover Feed, Chat Heads and App Launcher to place people, rather than applications, at the centre of its mobile experience. Although its intention is to place people at the forefront of mobile devices rather than applications, it appears that with ‘Home’, Face- book is placing additional empha- sis on quality of relationships and content (not too dissimilar to the way Google rolled out Panda and Penguin updates to add additional weight to the quality of a link back Feature Article The Impact of Facebook ‘Home’ What could Facebook’s new product mean for your brand? The Greenlight Sector Report
  • 36. 36Get in touch to discuss your site’s specific performance | www.greenlightdigital.com |  +44 (0)20 7253 7000 2. Focus on building a better relationship with your customers By investing in the relationship with the people who use your Facebook page, you’ll be building a foundation of trust that will bring your fans to a place where they’re more receptive to your content; a place you’ll need to be in if you don’t want your fans to grow tired of seeing your content on their phone ‘Home’ screen. 3. Promoted Content How Facebook intends to use Home for promoted content is yet to be announced, although Adam Mosseri, Facebook Product Director, says “We’re designing a lot of really high-quality ad units for Cover Feed.” At this stage I would anticipate it to involve the op- portunity for brands to pay a premium rate, above that for promoted posts, to reach their existing fan base through Home. Unless this happens, we can confidently say that Home will become nothing more than opt-in spam. to your site when organising SERPs). Facebook’s mechanism for doing so is fronted by a dynamic home and lock screen (Cover Feed), populated by imagery and content from users friends and the pages they have liked. Without the quality of this content being to a high standard, users of the Android launcher may quickly be turned off. Unless their network is populated exclu- sively by professional photogra- phers, it’s highly likely their home screens will become inundated with pixelated images of their friends’ babies and food. Equally, users of ‘Home’ may find themselves scrutinising the qual- ity of relationships they maintain within Facebook (between friends and brands). Once the relation- ships become the focal point of a device you use as often as your phone, it may soon become apparent that there are many connections that just don’t war- rant the exposure ‘Home’ could give them. What could Home mean for brands? Zuckerberg has already expressed his intention to use Home as an opportunity for brands to purchase premium advertis- ing real estate. The potential for this assumes the success of Home and uptake by Android users. However, what impact does it have for brands? 1. Focus on quality content Your brand’s latest update could find itself front and centre, in the palm of your cus- tomers hands when they glance at your phone. With this in mind, the quality (res- olution, visual appeal, lighting etc) needs to be better than it’s ever been if you’re to stand out and grab your customers atten- tion. On the contrary, if the quality is poor, you will not only be losing an opportunity but also may find yourself losing fans and engagement levels dropping. What other opportunities could Home introduce? Inadvertently it’s possible that Facebook has heralded in a new dawn of opportunity for brands. And it doesn’t involve Facebook ‘Home’. Currently the Android ‘launcher’ marketplace is relatively small; instead consumers opting to trust and use the built in UI. With this in mind and, again, assuming the success of ‘Home’, it could raise awareness and drive adoption of the launcher marketplace. With more consumers realising the potential of a Launcher, this could open the door for brands to take a leaf out of Facebook’s book and build their own. I know, for one, that if a brand, company, band or sports team were to build an app that afforded me the opportunity to have a mobile experience centred on them, I’d be keen to take it up, especially if it was West Ham United F.C. Facebook ‘Home’ is new, and there’s more to it than just the Cover Feed. Chat Heads, for example, allows messaging to take place in an overlay on top of other applications so you never have to stop what you’re doing to chat. Equally, the Cover Feed can be turned off. However, once you take that away and reduce the launcher to just Chat Heads and App Launcher (which is just a menu), what’s really left for users to get excited about? Regardless of whether Facebook ‘Home’ is popular, brands should still be improving the quality of their content and investing in fan relationships. By getting this right, companies’ Facebook pages and content will become a far richer experience for users. And if Home proves popular, they’ll be in a great place to leverage what it potentially has to offer. by Sam Haseltine, Social Media Strategist, Greenlight
  • 37. About this report How this report was created Disclaimer: Greenlight’s Research & Insights team collected 462 Energy-related terms queried by online consumers. The keyword set was then uploaded to Greenlight’s Hydra platform, which collected volumes for the associated keywords. Hydra then analysed which websites and advertisers appeared for the keywords analysed and from there, ranked websites and advertisers based on their share of visibility in the Natural Search listings and Paid Media space on Google UK. All data displayed in this report is based on a wide range of keywords, and therefore aims to provide readers with a generic overview of the online Energy sector in April 2013. The information provided in this report is for information only and should not be relied upon to enter into any business transaction or to make any commercial decision. Whilst Greenlight has made every effort to ensure the accuracy of this report, Greenlight cannot accept any liability for any error or inaccuracy found within this document and no warranty is provided regarding its completeness or its suitability for any purpose. The content of the report is the copyright of Greenlight Marketing Limited. The reader may use and circulate the report within its own business organisation. However, it is not permitted to exploit, distribute, sell or otherwise make use of the report for commercial gain. It is permitted to reproduce extracts of the report for public interest, provided that the publisher credits Greenlight as the source of the work. Bespoke Sector Reports If you can’t find a report which analyses the online industry you are interested in or if you want to analyse a specific keyword set, get in touch and find out more about Greenlight’s bespoke reports. Greenlight currently creates bespoke reports for a wide range of online brands, providing Marketing teams with the insights they need to make informed decisions about their online strategies in the UK and abroad. Download free reports Greenlight’s Research & Insights team produce Sector Reports analysing more than 20 different online industries. To view and download all FREE reports, visit www.gossip.greenlightdigital.com Get in touch Contact Ian Hucklesby Business Development Director T: +44 (0) 20 3326 6237 Email: ian.hucklesby@greenlightdigital.com Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 37
  • 38. www.greenlightdigital.com Level 14, The Broadgate Tower, Primrose Street, London, EC2A 2EW. NATURAL SEARCH PAID MEDIA SOCIAL MEDIA WEB DEV TRAINING TECHNOLOGY