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Lunch-and-Learn Seminar Series Search and Sociability in 2010 Leveraging Search and Social Media for Targeted Lead Generation.

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Presentation on theme: "Lunch-and-Learn Seminar Series Search and Sociability in 2010 Leveraging Search and Social Media for Targeted Lead Generation."— Presentation transcript:

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2 Lunch-and-Learn Seminar Series Search and Sociability in 2010 Leveraging Search and Social Media for Targeted Lead Generation

3 The behavior of search

4 How do people discover and access websites? The behavior of search 74% of American adults (ages 18 and older) use the internet 1 -- a slight drop from the survey in April 2009, which did not include Spanish interviews. At that time, PEW concluded that 79% of English-speaking adults use the internet. 1.http://www.pewinternet.org/Trend-Data/Online-Activites-Total.aspx

5 What are people doing online? The behavior of search Online activities by percentage of all American adults (including both internet users and non-users)

6 Search Engine Usage The percentage of internet users who use search engines on a typical day has been steadily rising from about one-third of all users in 2002, to a new high of just under one-half (49%). The behavior of search Visit social networking site Surf web for fun Research hobby Check weather Check news Online search % on typical day Daily Internet Activities With this increase, the number of those using a search engine on a typical day is pulling ever closer to the 60% of internet users who use , arguably the internet’s all-time killer app, on a typical day.1 Underscoring the dramatic increase over time, the percentage of internet users who search on a typical day grew 69% from January 2002, when the Pew Internet & American Life Project first tracked this activity, to May 2008, when the current data were collected. During the same six-year time period, the use of on a typical day rose from 52% to 60%, for a growth rate of just 15%.

7 Google Dominance The behavior of search

8 Why Google? Quality of Results Intuitive Use Rapid Social/Mobile Adoption Functional/Logical extension of Memory Rapid Reference Trustworthy The behavior of search

9 Trust as an algorithmic interpretation What is trust and how does Google calculate trust? Why is trust important to Google? Google Philosophy says it all The behavior of search

10 Google ranking algorithm composition The behavior of search Components of Google's Ranking Algorithm (According to 72 SEO's Surveyed for SEOmoz's Biennial Search Ranking Factors) 5% 6% 7% 15% 20% 22% 24% Social Graphic Metrics Traffic + CTR Data Registration + Hosting Data On-Page Keyword Usage Anchor Text of External Links to the Page Link Poppularity of the Specific Page Trust/Authority of the Host Domain

11 How does Google evaluate a trustworthy website? The behavior of search mozRank mozTrust external mozRank domain mozRank domains linking ext. links

12 Can being trustworthy bring you business? The behavior of search Think about how you research products and services online. What factors do we take into account when looking for something online? First impressions matter Usability Matters Endorsement Matters Build a seamless user experience

13 Trust = Targeted Leads The behavior of search There are several rules you can follow to create a trustworthy website, valuable user experience, and efficient conversion funnel. Be Searchable Be Accessible Be Sociable Be Shareable

14 Maximize your SEO The behavior of search Five categories to focus on: Competitive Landscape On-site Keyword Targeting and IA The Inherent value of your site Links: Constantly increase link equity through natural channels Market Authority: Work to increase the authority of your site within a specific search market

15 Crack the Competition Learn from the strengths and weaknesses of your competition Analyze their link profile and information architecture – why are they ranking well for primary keywords? Is their strategy in line with yours? Segregate the competition based on the metrics Google uses to rank websites The behavior of search

16 Perfect keyword targeting

17 The “Perfectly” optimized page (for the complete keyword phrase “chocolate donuts”) Page Title: Chocolate Donuts | Mary's Bakery Meta Description: Mary's Bakery's chocolate donuts are possibly the most delicious, perfectly formed, flawlessly chocolately donuts ever made. Page URL: donuts

18 Flat Site Architecture The behavior of search In deep site architecture many links must be followed to reach content Flat site architecture makes it easy to reach any page in the site with just a few links

19 Increase Link Equity The behavior of search

20 Accessibility

21 Specificity Standout in SERPs for primary key phrases (SEO, PPC, Google Maps) Accessibility

22 Position Matters Eye Tracking Research removes all doubt...top positions get the most clicks and targeted traffic Accessibility

23 Page Load time Akamai Technologies, Inc. released key findings from a commissioned study (www.akamai.com/2seconds) conducted by Forrester Consulting on behalf of Akamai examining eCommerce web site performance and its correlation with an online shopper’s behavior. The most compelling results reveal that two seconds is the new threshold in terms of an average online shopper’s expectation for a web page to load and 40 percent of shoppers will wait no more than three seconds before abandoning a retail or travel site. In short: PAGE LOAD TIME is critically important Accessibility

24 Page Load time 47% expect a web page to load in two seconds or less. 40% will abandon a web page if it takes more than three seconds to load. 52% of online shoppers claim that quick page loads are important for their loyalty to a site. Although this study focused on e-commerce sites, the findings should be relevant to any site owner regardless of the type of site since the results clearly show how big an effect slow load times can have on user behavior. Here are some of the findings from the study: Accessibility

25 Sociability

26 Sociability key points Social Media = An ongoing conversation about your brand Is your company's voice being heard? People are talking about you whether you like it or not. Use tools to monitor your social media channels You can quantify social media lead generation with effective conversion tracking/optimization and visitor behavior analysis Sociability

27 Tools of the Trade Su.Pr Knowem.com mag.ma Trendistic Google Trends Sociability

28 Trends matter – you can see what's coming Your most powerful market research ally Google Insights for Search Free tool to confirm centers of demand based on aggregated search engine keyword data Significant degree of accuracy Redefining Market Research Predicting Demand (global and domestic) Sociability

29 Share-ability

30 About Share-ability The “Read Me” Model Reason to Return Engaging User Experience Aesthetic site architecture Direct User Benefit Memorable User Experience Effective Call to Action Share-ability

31 Search-ability

32 Leverage Search and Social Media Enforce your brand while establishing traffic channels Own your market across all discussion venues Blogs matter more than ever Become an information hub – get leads – guaranteed Search-ability

33 Don't neglect the fundamentals And i f you're Ignoring other Important fundamentals of online marketing. like: Building a website with a unique value proposition Creating amazingly useful content that people want to share Conducting effective marketing Finding ways to sca!ably acquire new users & retain existing ones Leveraging conversion funnels & conversion testing PPC You should probably concentrate on those first Social media is great for: Connecting with your users (assuming they're already on social media platforms and talking about you) Building another channel for communication, branding & messaging Appealing to early adopters Wasting time on non-business essential communication :-) But it can't do what search/SEO does: Answer a direct need precisely when it's requested in a scalable fashion Gain Visibility from virtually all Internet users with an Interest in your brand, product, sector, or content at once Share-ability

34 Let's just be friends Linkedin, Facebook, YouTube, Yelp, and 1300 other social networks... Prepare for the future of search and social media Build for your visitors, not for show Have goals Be socially worthwhile Be discoverable and shareable Be a leader – make friends – be a resource for information, observation, and quality Share-ability

35 Make it happen Create a digital marketing strategy designed to achieve specific goals Determine your budget based on what you stand to gain Gather as much information about your domain as you can Find the right people for the job – it's a big responsibility Ask lots of questions

36 Thanks Special thanks to all of the attendees at “Search and Sociability in 2010” seminar

37 Arigato Gozaimasu Charlie Ellis


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