Falcon's Invoice Discounting: Your Path to Prosperity
Â
SMX East 2010 Recap & The Digital Marketing Landscape
1. SMX-East 2010 Recap &
The Digital Marketing Landscape
Search > Social > Local > Mobile
Monday, February 28, 2011
2. Why I SEO?
â˘Survey says demand for SEO continues to increase
(72% of over 10,000 internet marketers polled â seomoz.org)
â˘87% of Internet users use a Search Engine to find information
â˘80%+ of these users click on the organic result
â˘Arguably the most important marketing strategy for a website
or online marketing campaign
â˘Itâs about creating effective websites
â˘Build your website for the web and your audience, not the algorithm.
Monday, February 28, 2011
14. Why I SEO?
(continued)
â˘Google is a P.I.T.A., but they know how to keep SEOs busy
â˘Itâs ever-changing and evolving
â˘Google just increased profits 23% in 3Q during a ârecessionâ...
Search matters.
â˘There are great metaphors for websites & SEO
â˘Itâs complicated, complex but a no brainer
â˘âSEO is not about rankings, itâs about making money!â
Monday, February 28, 2011
16. Google vs Bing (Yahoo!)
â˘MARKET SHARE: Google 72%; Bing powered 24%.
â˘If Google wasnât paying attention, would they be changing so much?
Monday, February 28, 2011
17. Googleâs Evolution
â˘New Sidebar
â˘Google Caffeine
â˘Google Realtime
â˘Share this option
â˘Search within Search
â˘Google Places
â˘Google Instant
Monday, February 28, 2011
19. Google Instant (SEO)
â˘Instead of seeing 10 results - users are seeing 50-60
â˘Query lengths have increased
â˘Clicks below the fold have increased
â˘Clicks on Videos have increased 28%
â˘How often would you use Instant?
â˘Has Google Instant changed the way you search?
â˘Might have made SEO more important than ever
Monday, February 28, 2011
20. Google Instant (PPC)
â˘âImpression counts will likely change, however clicks
probably wonâtâ - Google
â˘Google has potentially tripled their ad display
â˘Top 3 results have seen increases in CTR - (Win)
â˘The right sidebar results seeing less views/clicks
â˘Most have said theyâve seen no change
â˘Better keyword research necessary
Monday, February 28, 2011
21. Google âs
Fresh Content, Social Media, Videos & Sites That Are Built Well
â˘Twitter is a great asset for SEO
â˘Facebook is not going anywhere
â˘Blogging is great, if itâs timely
â˘Site speed matters for SEO & PPC
â˘Videos â 85% of consumers who view videos are more likely
to make a purchase or buy into a service
â˘Google really, really, really loves Video
Monday, February 28, 2011
22. Integrating Search
Into All Aspects of Marketing
â˘Search is no longer the creative Cinderella... it should be driving
everything else.
â˘Search drives product development â (R&D)
â˘Search is the best measure of interest & intent
â˘58% of people âsurfâ the internet while watching TV
â˘Search is a major part of the purchase process:
Engagement > Search > Visit Website > Make Purchase
Monday, February 28, 2011
23. Integrating Search
Into All Aspects of Marketing (continued).
â˘The web â especially search â is the most influential channel for
driving purchase decisions.
â˘80% gather information online > purchase online
â˘78% gather information online > purchase offline
â˘Search can be integrated into any campaign
â˘SEO & PPC â increases traffic by 66%, increased purchase consideration
by 8%, yet only 17% of advertisers integrate both SEO & PPC.
â˘You can own the space if your optimize everything
Monday, February 28, 2011
25. Social Media
â˘69% of users more likely to use a company who has a
social media presence
â˘67% of users who follow a brand on Twitter more likely to
purchase their services
â˘39% of time spent online is Social
â˘Facebook is eating everyoneâs lunch
â˘75% surveyed said demand for Social Media increased
â˘Are Social Media sites turning into Search Engines?
Monday, February 28, 2011
27. Social Search
â˘Facebook: Not good at search but theyâre working on it
â˘Twitter: 1000 Tweets/Second
12,000 Queries/Second = 1 Billion Queries/Day
â˘Searching vs Asking â People Search & Ask
â˘If users are searching it, theyâre likely discussing it in the social world
â˘90% people trust peer reviews over advertising
â˘More confidence in sites that rank socially and in search engines
â˘A lot of Social Media is about SEO
Monday, February 28, 2011
29. Local
â˘Local is the fastest growing sector in Search
â˘Google is getting very serious about Local
â˘Over 20% of searches have a local intent
â˘1 of 13 queries returned a âMapâ result
â˘80% of business is within 15 miles of the query
â˘Local advertising revenue â $144.9 Billion by 2014
Monday, February 28, 2011
34. Mobile
â˘Is it the year of Mobile? Is next?
â˘Location Business Services
â˘By 2011, 80% of mobile devices to have GPS
â˘74% increased conversion rate if website is optimized for mobile
â˘Mobile = Pin-Point Accuracy
â˘Mobile = 1 hour / PC = 7 days
Monday, February 28, 2011
35. Mobile Search & LBS
â˘Google has 97% of all mobile search (Sorry Steve)
â˘500% increase in Mobile Search (Google)
â˘Over 6,000 Local Business Services on iPhone
â˘Yelp!
â˘Check-in services; i.e.Facebook Places, FourSquare
â˘200 million Mobile Facebook users
â˘Your storefront is not enough anymore
Monday, February 28, 2011
36. Final Thoughts
â˘All aspects of Digital Marketing greatly influence one another.
â˘In order to survive in Digital, you need to accept change and adapt
(often), while staying in-tune with the industry.
â˘Since Google is the dominant force in driving traffic, Search Marketing
is arguably the foundation of all Digital Marketing.
â˘The most effective SEO strategy is when everyone is on board.
â˘If your identity isnât established, you donât exist.
Monday, February 28, 2011
37. THANKS!
tim@austin-williams.com
http://twitter.com/tim_eschenauer
Monday, February 28, 2011