1. we are drowning
in content
@stephpchang

2. …in 5 years, the amount of
digital information created &
shared has exploded.
@stephpchang

3. @stephpchangSource

4. by 2015, there will
9 zettabytes
of content on the web
@stephpchang

5. this makes search
increasingly more
important
@stephpchang

6. we need search to
help find content
@stephpchang

7. that is most
relevant to
specific individuals
@stephpchang

8. search technology
will evolve to
meet that need
@stephpchang

9. and show more
personalized results
@stephpchangShow a result

10. Is the future of search?
@stephpchangAdd a Hummingbird image

11. targeted messaging
@stephpchang

12. founded on
data
@stephpchang

13. such as the
demographic and
user behavior of the
individual
@stephpchang

14. how
does this affect search
marketers….today?
@stephpchang

15. Stephanie Chang
Senior Consultant, Distilled
Stephanie.chang@distilled.net
@stephpchang

16. Stretching Your Search
Skills
STEPHANIE CHANG

17. search values
findability
@stephpchang

18. findability used
to look like this
@stephpchang

19. @stephpchang

20. getting to page 1 for a
given keyword
isn’t enough anymore
@stephpchang

21. @stephpchang
same query – different results

22. search is no
longer just
transactional
@stephpchang

23. it’s becoming
more personal
@stephpchang

24. user
demographics
are becoming more
important
@stephpchang

25. our goal is to be
findable to the
right people
@stephpchang

26. 1. user research
@stephpchang

27. 2. testing targeted
messaging
@stephpchang

28. 3. applying learnings to
search
@stephpchang

29. 4. integrating core
message onto multiple
channels
@stephpchang

30. we need to
focus on
our users
@stephpchang

31. user research

32. first, who are the
consumers?
@stephpchang

33. and what do we know
about them?
@stephpchang

34. and how can we target
them effectively
through search?
@stephpchang

35. look at
consumer behavior

36. use the digital
footprints they leave behind

37. to help us
understand
our core audience
@stephpchang

38. using the tools
we have at our disposal

39. Consumer Barometer provides insights
on purchasing behavior
@stephpchanghttp://www.consumerbarometer.com

40. and how much research goes into the process
@stephpchanghttp://www.consumerbarometer.com

41. and the type of devices and sources
users use to conduct research
@stephpchanghttp://www.consumerbarometer.com

42. @stephpchang
to determine the type of content
we should be prioritizing
this is the 3rd result that appears for “is
[company] legit?”

43. @stephpchang
first goal:
build pages
second goal:
improve engagement on the page
to measure trustworthiness

44. we can also use
this data
@stephpchang

45. in combination
with demographics data
in Google Analytics
@stephpchang

46. @stephpchang

47. to test different intents
@stephpchang

48. like using Google’s Display Planner
@stephpchang

49. and targeting
defined
in-market
buyer
segments
@stephpchang

50. what do we do with this data?
@stephpchang

51. create tailored
messages
@stephpchang

52. that resonates with
your core audience
@stephpchang

53. targeted messaging

54. “Voted #1 specialist in [product]
for [core audience]”
@stephpchang
Version 1
vs.“Over 5 million switched to
[product] because of [uvp]”
version 1 resulted in 4xthe CTR and 5xthe number of conversions
Version 2

55. using
user
triggers
@stephpchang

56. depending on your
core product
@stephpchang

57. @stephpchang

58. high involvement / think product

59. high involvement /
feel product

60. low involvement /
think product

61. low involvement /
feel product

62. when a user
knows what he/she
wants, you are there
@stephpchang

63. how do you know when
you have the right
messaging?

64. through testing

65. analyze the most
common questions
people ask about your
product
@stephpchang

66. by setting up an
advanced
filter in
Google Analytics
**see link below on how to set up the filter
@stephpchangSource

67. and match questions up to the
customer buying cycle
@stephpchangSource: Adria Saracino

68. test messages
via paid
social promotion
@stephpchang

69. because you can
target a
specific
demographic
@stephpchang

70. @stephpchangSource: Stephen Croome

71. this provides instant
feedback on your
messaging and
target audience
@stephpchang

72. and also builds the
initial community prior
to launch
@stephpchang

73. sample client:
education software

74. target demographic
 female age 24-45
 not tech savvy
 use the product for in-house training
@stephpchang

75. Use this information to target
specific segments
@stephpchang

76. keyword queries site received
 elearning software
 instructional design
@stephpchang

77. questions receivedin
Google Analytics included:
@stephpchang

78. how is this (product) more
effective than other
forms of learning?
(141 visits with a 60% bounce rate)
@stephpchang

79. how to record high quality
audio using (product)?
(309 visits & 82% bounce rate)
@stephpchang

80. use data collected on common concerns /
behavior & create tailored messages to test
@stephpchang
Gender/Age Product Behavior
Female (age 24-45) High involvement / think Heavy percentage of users
research online via search engines
before purchasing
Ease of use with existing software
within the organization
No seasonality

81. each question
matches up
to a different
stage in the funnel
@stephpchang

82. @stephpchang
How is this product more effective than other forms of learning?
How do I record high-quality audio using the product?

83. now, we have to make this
target message more
findable to the right people
@stephpchang

84. apply findings to search

85. this product is a
high involvement / think
product
@stephpchang

86. create landing pages
to answer questions that
have high bounce rates
and lots of visits
@stephpchang

87. incorporate rating
snippets onto the site
or positive
reviews from 3rd
party trusted
reviewers
@stephpchang

88. have benefits of the
product clearly stated on the site
@stephpchang

89. test out paid search ad
copy to speak to potential
customer concerns
@stephpchang

90. to optimize for search
based on the
target audience
@stephpchang

91. these are ways we can
become findable to the
right target audience
@stephpchang

92. using search
@stephpchang

93. but don’t STOP there
@stephpchang

94. as search becomes
moretargeted
@stephpchang

95. for it to be truly effective,
@stephpchang

96. it must integrate with
other marketing channels
@stephpchang

97. marketing integration

98. why integration?
@stephpchang

99. effective frequency
@stephpchang

100. what does effective
frequency mean?
@stephpchang

101. Viewers need to see
a message
several** times
**ranges from 3-11 times
@stephpchang

102. in order for the message
to receive
maximum impact
@stephpchang

103. this doesn’t necessarily
mean showing the same
ad over and over
again
@stephpchang

104. @stephpchang

105. we want to see the same
message reinforced in
different ways
@stephpchang

106. examples of marketing
integration

107. let’s apply this process
to a real business
@stephpchang

108. b2b company that
made asset tags
@stephpchang

109. niche product with
a small target audience
@stephpchang

110. busy office
administrators in
corporate businesses or
government
@stephpchang

111. don’t do a lot of research
online
@stephpchang

112. heavily
price-focused
@stephpchang

113. just want the product
to work
@stephpchang

114. low involvement /
think product
@stephpchang

115. questions they ask
@stephpchang

116. does the product on
curved surfaces?
@stephpchang

117. FAQ section on the site that
address these questions
@stephpchang

118. we didn’t want to stop
there
@stephpchang

119. we didn’t want just tactics,
but a full campaign
@stephpchang

120. significant portion of the
target demographic
@stephpchang

121. lived in urban or suburban
@stephpchang

122. @stephpchang
what would be useful to this
target demographic?

123. @stephpchang
that solved a pain point

124. @stephpchang
show the product works

125. @stephpchang
the concept was the creation of
a consumer-facing
tool

126. @stephpchang
free bike registry

127. @stephpchang
show effectiveness
of product

128. @stephpchang
bikes work on curved
surfaces

129. @stephpchang
QR codes work to track a
valuable product

130. @stephpchang
partner with
government agencies
& getting the product right in
front of them

131. @stephpchang
because this is not solely
a search campaign

132. integrate several
marketing channels
@stephpchang

133. @stephpchang
built landing pages
for both organic and paid
search

134. content to support
community and press
@stephpchang

135. video & social
@stephpchang

136. @stephpchang
outreach
to bike communities and
non-profits

137. across different sectors
@stephpchang

138. @stephpchang
we are expanding our
reach

139. @stephpchang
as an extension of
search

140. @stephpchang
and thus, achieving
effective
frequency
because wherever they look

141. @stephpchang
you are there

142. @stephpchang
whether or not they
search for you

143. you are findable
@stephpchang

144. you are

145. results

146. project is a year old and
has received more
partnerships and press
over time
@stephpchang

147. @stephpchang
visits new visits
average visit
duration
direct
conversions
non-direct
conversions
13,000+ 79% 4 minutes 2 103

148. key takeaways

149. search is more
important than ever
@stephpchang

150. the emphasis needs to
be switched to the
individual** user
**see Justin Cutroni’s presentation
@stephpchang

151. we need to develop a
better understanding of user
behavior
@stephpchang

152. and how to integrate our
learnings in search and
other channels
@stephpchang

153. in order for it to
truly be effective
@stephpchangInsert cheesy picture

154. let’s make it personal !
@stephpchang

155. Thanks.
Any questions?
STEPHANIE CHANG
stephanie.chang@distilled.net
@stephpchang