From the 7th Annual ISA Marketing & Sales Summit. What's Hot in Search Marketing: 2012 Update by Shari Worthington, Telesian Technology. http://marketingsalessummit.com

1. ISA Marketing & Sales Summit
What’s Hot in Search Marketing
August 17, 2012
Shari L.S. Worthington
Telesian Technology

2. Is Google Making Us Stupid?
• Web provides ready access to tons of data &
info
– 65+% of US Internet users search daily
• Media isn’t passive…shapes thought process
– Browsing, skimming, flitting
– Chipping away at concentration & contemplation?
– Harder to focus on long pieces of writing?
• How does this affect marketing?
– Shorter comms
– Search presence mandatory
Source: The Atlantic Monthly

3. Does Search Work?
Source B2B CTR IndustryCTR Notes
Google Organic #1 18%
Google Organic #2 10%
PPC, non-branded 1-7%
PPC, branded 3%
Facebook 0.02-0.04%
LinkedIn 0.025%
Web Banner 0.11% 0.10%
Rich Media Ad 1.02% 0.87%
In-stream Video Ad 1.21% 1.03% 55-75% completion
Floating Ad 1.24%
Source: Marketing Charts, Media Mind 2012

4. Search Traffic Beats Email/Social
• Average order value (AOV) web traffic Q2 2012
– Search: $90.40, Email: $82.72, Social: $64.19
Source: Marketing Charts, Media Mind

5. Searchers Don’t Want Social in
SERPs
• Google evolution
– Universal Search, increasing emphasis on social
– Instant Search
• Less social integration preferred
– Bing vs Google
Source: Search Engine Watch

6. Searchers Don’t Want Social in
SERPs
• Bing layout preferred over Google
Source: Search Engine Watch

7. US Search Market Share
• Google
– 66.2% March 2012, 12.2 billion searches
– 65.1% July 2011
– 65.8% July 2010
• Yahoo
– 15.3% March 2012, 2.8 billion searches
– 15.9% July 2011
– 17.1% July 2010
• Microsoft (Bing + Yahoo search)
– 14.3% March 2012, 2.6 billion searches
– 14.4% July 2011
– 11.0% July 2010
comScore 2012

8. Google’s Algorithms Rule the Web
• Panda Update
– Major update February 24, 2011
– New update every 4-6 weeks
– Focus on higher quality content for individual
searcher
• Reduce rank of poor quality sites
• Increase rank of high quality sites
– Block unwanted domains

9. What Gets a Site in Trouble?
• High % of duplicate content
• Low amount of original content
• High # pages with low amount of original content

10. What Gets a Site in Trouble?
• High amount of inappropriate adverts that don’t
match search queries
• Page content & page title tags that don’t match
search queries a page does well for
• Unnatural language, e.g. heavy-handed SEO

11. What Gets a Site in Trouble?
• High bounce rate on page or site
• Low visit times on page or site
• Low % of users returning to a site
• Low click-through % from Google SERPs
• High % of boilerplate content on each page
• Low or no quality inbound links to a page or site
• Low or no mentions to a page or site in social media

12. Google’s Algorithms Rule the Web
• Penguin Update (April 2012)
– Focus on removing web spam in SERPs
• Removing links from low-quality networks
– The importance of incoming links
• Google sees links as “votes” from the Internet universe
• Analyze quantity, quality, relevance of sites that link to yours
• Types of sites, how quickly links acquired, anchor text

13. Google’s Algorithms Rule the Web
• Penguin Update (April 2012)
– Penguin no-no’s
• Paid text links using exact match anchor text
• Comment spam
• Guest posts on questionable sites
• Article marketing sites
• Links from dangerous sites

14. • 2,520,000,000 results
• 5120 backlinks to apple.com
• 14,400,000 results
• 832 backlinks to ni.com

15. Google’s Universal Search
Rewards Multimedia

16. Google’s Universal Search
Really Likes Videos

17. Google Strengthens Local Listings
Best pizza in Chicago Pizza
How to make a pizza
SEOmoz 2011

18. SEO: Where to Start
• Keyword rich content
– Identify top keywords, 2-3 per page
– Use them naturally in visible content
– Tweak keyword density
• Search friendly site architecture
– Easy to navigate, easy to crawl & index
– Optimize site code
• Relevant linking
– Best place to start is with a PR program

19. SEO: Where to Start
• Google Webmaster Tools account
• Use www. domain so turned into link everywhere
• No duplicate content, lots of cross-linking within site
• No dynamic URLs
• Include keywords in
– TITLES, content headers
– URLs, files names
– Link text, no “click here”

20. PPC: What’s New?
• Google: New Exact & Phrase matching
– Includes plurals, misspellings, close variants
– “Rotate Evenly” (for ad testing) will stop rotating after
30 days
– Mobile-specific ads get top ranking for searches on
mobile devices
• Mobile ads + mobile landing pages
• Web site: Responsive Design

21. Responsive Design
http://designmodo.com/responsive-design-examples/

22. Responsive Design
http://designmodo.com/responsive-design-examples/

23. Responsive Design
• .net Magazine: #2 top web design trends 2012
• Auto fit to screen size
– Browser & mobile device detection
– Cascading Style Sheets 3 media queries
– Proportion based grids, flexible images
• Know your market before you jump
– What % are using smartphones, tablets, computers?
http://designmodo.com/responsive-design-examples/

24. PPC: Common B2B Mistakes
• Challenge B2B vs B2C
– More considered purchases from savvier buyers
• Mistake #1: Don’t track phone calls
– New tools use dynamic phone numbers to track by
keywords, e.g. IfByPhone, ClickPath

25. PPC: Common B2B Mistakes
• Mistake #2: Ignore interim metrics
– ROI is long-term, shorter-term options:
• Cost per LEAD
• Cost per QUALIFIED CONTACT
• Cost per APPOINTMENT
• Cost per PROPOSAL
– Source specific options:
• Conversions, rate
• Click throughs, rate
• Dwell time
• Pages per visit

26. PPC: Common B2B Mistakes
• Mistake #3: Careless with keywords
– Watch for dual meanings, e.g. PLC, laser detector,
company name commonalities
• Mistake #4: Not using day / day of week parting

27. PPC: Common B2B Mistakes
• Mistake #5: Not using laser-focused landing pgs

28. Search & Branding
• Search isn’t just for direct response
• Strong branding effect
• 81% respondents say search influences their
perception about a company (Weber Shandwick)
• Absence of a brand can influence searcher
– Subliminally implies brand isn’t important for that
search category

29. Search & Branding

30. Social Media Optimization
• Create shareable content
– Encourage links
• Make sharing easy
– Embed buttons & widgets
• Reward engagement
– Use promotional or content offers

32. Social Media Optimization
• Proactively share content
– Syndicate articles to other
partners or platforms,
Slideshare or Scribd
• Encourage “mashups”
– Encourage others to take and
remix your content so it
becomes user generated

33. Cisco’s Aggregated Services
Router Product Launch

34. Questions?
Thank you!
Shari L.S. Worthington
Cell: 508-397-6345
sharilee@telesian.com
Web: http://www.telesian.com
Blog: http://blog.telesian.com
Twitter: @sharilee @telesian
LinkedIn: http://www.linkedin.com/in/sharilee