SEO Case Study: How I Increased SEO Traffic & Ranking by 50-60% in 6 Months
Future of Search
1. The Future of Search;
New Frontier or Next Generation?
2. Agenda
1. Discuss the evolution of search & consumer behavior
3. Provide insight into how search technology is mirroring
this
5. Explain the implications for brands and the need to
reflect this change with a focus on using search plus
the combination of social & mobile as their primary
consumer connection point
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4. Search has become
the digital connector
“The conscious and intelligent One example of this is Anonymous:
manipulation of the organized
habits and opinions of the
masses is an important
element in democratic society.
Those who manipulate this
unseen mechanism of society
constitute an invisible
government which is the true
ruling power of our country.”
Edward Bernays, The father
of public relations
6. Search has become critical to
the digital experience
Searching
as a behavior
is not
going away
7. Searchers are maturing
faster than advertisers
There is a need to grow with the
searchers and increase their degree of Searching
specialization
Consumers are growing more adept at
seeking and sharing and seeking the
right information at the right place and
at the right time
Query depth is naturalizing, engines are
specializing
While existing search players are
evolving, many new players have
entered the fray
This means
no engine is too small to ignore
& you cant ignore the search experience
on your own site(s)
8. Search behavior has
accelerated a paradigm shift
from….
PUSH
to….
Love
Me?
PULL
9. This access is changing
mainstream media
Social sharing features
reach mainstream media
& ecommerce
Both are
making a play
for searchable,
on-demand TV
Search means new
content accessed faster
& often its UGC first
10. Social search is
a new battleground
• On an average month, there
are over 21B searches across
the Internet but only ~14B of
them happened on the major
search engines
• So 30-40% of total Internet
search activity exists outside
of the big five’s domains
• YouTube alone had ~88MM
monthly unique searchers
• Fastest growing search
category on YouTube is brand
commercial queries
• Facebook has over 46MM
unique monthly searchers
• LinkedIn has roughly 5MM
unique monthly searchers
• Kids 12-to-17 years old are
only 11% of Twitter
11. Search + social are together
evolving how we live digitally
Weaving a digital experience …
Search is a direct result of the growing ability of digital media to
meet societal needs & consumer comfort through fragmented content
sources and technology
Social Needs Digital Activities
Family / Relationships Discovery
Health / Fitness Content / Visitation
Finances / Retirement Communication
Work / Career Shopping / Commerce
Religion / Community Membership
Education / Training Mobile Access
Home / Real Estate Video / Gaming
Recreation / Leisure Sharing / Collaborating
Social has always been a key ingredient in the growth of digital
12. The engines know this
Algorithms are updating daily
to use social as an indicator of
relevance and recency to
enhance search results
07/17/12 :: 12
14. Fragmented search
behavior beyond Google
Search activity shifting to mobile handsets, specialized apps, as well as
location, content, and brand-driven environments
Mobile now has 29MM unique searchers and they are more engaged
than web-based searchers (almost 2-1)
examples: examples:
News & Info
Geo-Social
Trends
Recommendation Mobile Wi-Fi
Commerce Mapping &
Directions
1 in 3 searches are now local
Search is specializing which is driving fragmentation
16. And everything is
mobile, including search
In many countries
there are more phones
that citizens
07/17/12 :: 16
17. So optimize your site
Site Optimize
1
2
User opens
Real-Time Scraping
mobile site
http://m.shoes.co
m
Mobile, brand-compliant
3
Template Applied
07/17/12 :: 17
20. What does this mean?
Content Communications
Live events, experiential
Search
Your Blogger outreach & digital
activity, digital content, is a
Brand
Here word of mouth, viral
TV shows, webisodes / seeding, social
viral video, contests, apps bridge networking strategy,
and widgets, stories, active listening, CRM,
stunts and visual and community
identities management
Plan & budget for search first in order to tie it all together
21. Google knows what this
means too, so should you
Converting Searchers use more
non-branded keywords in
early funnel searches
67% more credit for
Non Branded keywords
07/17/12 :: 21
22. Technology is required to adapt to
dynamic personalized search
Sponsored listings
Social results
Video/image listings
“Wish list” results
News results
Shopping results
Bookmarked
page results
Organic listings
Filtered by web history results
*With user permission, of course!
07/17/12 :: 22
24. So use search as a very large,
real-time focus group
ds
s tren Keyword: Investment ting
at
lytic king fund arge t stage
s
g Ana ight Trac eath T
Usin ive ins ben ection Funds diffe
r en
to dr sel
Initial Prompt
Information
Gathering
the
s on
F ocu terms Execution
ch
sear
How to differentiate Choosing a fund
between funds? Case studies
Financial Comparison Tools
Fund changers
How to select a
Savingmanager
fund for retirementLock in period?
Fund management costs
Informed vs. Un-
Compare funds
Investment calculators informed (new)
performance
Test messaging
Align affiliate strategy
Extend TV and print media executions
Enhance in-store promotions
Influence live event marketing
07/17/12 :: 24
25. Set a measurement action plan
• As digital access fragments & traditional digitizes, it all becomes
more searchable and requires better tracking
• Engagement alone is not a metric, know the value of each touch
point
• Cross channel measurement is critical to good SEM
26. Search needs strong
analytics more than ever
For every $90 USD
spent driving traffic
only $1 USD is spent
converting that site
visitor
The opportunity for
advertisers is to
segment, target, and
retarget their traffic
27. Some key take-a-ways
Plan for search early in the budgeting process
Leverage all other media & communication efforts
Optimize search for mobile, social, & local
Segment & retarget search traffic
Test messaging in search first
Optimize all digital assets to be search friendly
Focus on relevant content
Experience optimization
07/17/12 :: 27
28. Thank you!
Rob Griffin
EVP, Product Development Obrigado!
Havas Digital Gracias!
rob.griffin@havasdigital.com Merci!
Grazie!
Arigatô!
Vielen Dank!
Terima Kasih!
谢谢您 !
07/17/12 :: 28
Notas del editor
07/17/12
Like all media moving out of its infancy, search and search marketing have found itself becoming increasingly specialized
Self-directed consumers armed with increasingly sophisticated technology… At some point they take the control into their own hands, not just for media consumption but how they interact with each other…. As well as themselves… The result is what we call Social Media. At its core, however, is a marketplace and a consumer set more in sync based on the availability of technology to meet very basic social needs. We as marketers are only BEGINNNING to tap into this new dynamic. We like to call this social media… but at some point, (just like the term SMARTPHONE) the term ‘social media’ may fall out of favor as ALL media and technology becomes social.
Like all media moving out of its infancy, search and search marketing have found itself becoming increasingly specialized Consider the fact that rough 1 of 4 search queries takes place OUTSIDE the big three search engine brands – Google, Bing, and Yahoo. This independent query figure was 1 in 5 at the end of 2008