This is my presentation to the Ad Club's District 7 regional conference.
I chose to investigate the relationship between Barnacle SEO and Native Advertising.
The lines between SEO and PR are blurring more each day and the growing acknowledgment of the importance of content marketing and native advertising demonstrate that.
Plus, good content marketing is often the stuff of which Barnacle SEO is made.
2. ABOUT
SEARCH INFLUENCE
Helping customers successfully market online since 2006 through search
engine optimization (SEO), social media, paid online advertising, and
reputation management.
Search Influence
• 70+ in-house employees
• 40+ contract writers
• Google AdWords &
Analytics Certified Staff
• Certified Google Partner
Reputation
• 2011 Inc. 500 honoree
• 2012 - 2014 Inc. 5000 honoree
• 2013 Inc. Hire Power Award Winner
• Recognized leader in search and
social for local business
• Over a decade in online media
@searchinfluence
4. WILL SCOTT
CEO, SEARCH INFLUENCEABOUT
ME • First website online in 1994
• Built over 2,500 customized web sites in 18
months (with a staff of 12 – 2000-2002)
• Deployed over 300 local online yellow pages /
year with print “look and feel”
• Part of team which took Sprint YP from zero to
1,000,000 uniques in 18 months (2003-2005)
• Speaks frequently on SEO, Social Media and
Content Marketing
• Local U Faculty member and forum moderator
• Search Engine Land columnist
@w2scott
6. comScore March 2013 Top US Web Properties
Google Sites
Yahoo! Sites
Microsoft Sites
Facebook
Amazon Sites
http://goo.gl/ZiSwq
MOST VISITED SITES
@searchinfluence
7. Most Searched
comScore March 2013 Top Google Web Searches
facebook
youtube
yahoo
yahoo mail
facebook login
http://goo.gl/YMjcI
MOST SEARCHES
@searchinfluence
19. • YouTube
• Yelp
• Pinterest
• Facebook
• Houzz
• YP.com
• And more…
GOOGLE HASAWEAKNESS:
BIG“AUTHORITY”SITES
@w2scott
20. BARNACLE
SEO IN THE
WILD
It’s actually gotten better thanks to
Google screwing everything up
again.
From Mike Blumenthal:
GOOGLE LOCAL SERP RESULTS
CHANGE AGAIN
@w2scott
33. BARNACLE
SEO
REFERENCE
S:
• Hummingbird's Unsung Impact on
Local Search - moz, David Mihm
• Your Field Guide to “Barnacle”
Local SEO - Local Visibility System,
Phil Rozek
• Barnacle SEO for Local Search
Success - Sixth Man Marketing,
Mary Bowling
• 10 Tips For Using YouTube To Kill At
Local SEO - Search Engine Land,
Chris Silver Smith
• Barnacle SEO – Local SEO for The
Sam’s Club Crowd - Search
Influence, Will Scott
@w2scott
34. THE OPPORTUNITY
“… estimates see this as a ~$2b
opportunity for newspapers by 2016,
accounting for ~40-50% of all digital
revenue.”
- BIA Kelsey
@searchinfluence
39. NATIVE ADVERTISING CAMPAIGNS:
CRITICAL ELEMENTS FOR
SUCCESS
• Transparency & trust
• Content strategy
• Collaboration
• Earned component
• Content portability
• Training
• Ability to scale
• Measurement
Image source: https://flic.kr/p/5z71rH
According to IAB’s Native Advertising Playbook 2014
40. TYPES OF NATIVE AD
UNITS
• In feed units
• Paid search units
• Recommendation units
• Promoted listings
• In-ad with native element units
• Can’t be contained
41. Includes advertising that appears on desktop and laptop computers as well as
mobile phones and tablets.
US Digital Sponsorship Ad Spending
42. Owned & Earned Media Channels Continue to Gain Traction
SMBS ENGAGING WITH CONTENT-RELATED MEDIA CHANNELS
43. Frequency of Updating Online Properties
SMB’S UNEVEN EFFORTS TO MAINTAIN FRESH CONTENT
44. Ways Business’ Online Properties Are Integrated
SMB Content Integration a Work in Progress
86. The History:
• LocateADoc.com is a directory and lead generator for doctors across the US, Canada
and Mexico. In 2012, they went through a site redesign and they lost online authority.
Site traffic also decreased by 52%.
The Approach:
• An aggressive SEO and content marketing strategy was implemented including monthly
infographics.
The Results:
• How to Give Yourself a Breast Exam was published 10/24/2012.
• LocateADoc.com reported 10/24/2012 to be their 2nd highest day of new patient leads
since the new site launched.
Highlights (1 Month Later):
• 2,496 pageviews to the Infographic
• The average time visitors spent on the page was 00:10:54, which is 1,275% above site
average
• Referral site traffic increased 15.2%
National Medical Directory
CONTENT SUCCESS: INFOGRAPHICS