1. SMX-East 2010 Recap &
The Digital Marketing Landscape
Search > Social > Local > Mobile
Monday, February 28, 2011

2. Why I SEO?
•Survey says demand for SEO continues to increase
(72% of over 10,000 internet marketers polled – seomoz.org)
•87% of Internet users use a Search Engine to find information
•80%+ of these users click on the organic result
•Arguably the most important marketing strategy for a website
or online marketing campaign
•It’s about creating effective websites
•Build your website for the web and your audience, not the algorithm.
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8. A lot has changed...
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14. Why I SEO?
(continued)
•Google is a P.I.T.A., but they know how to keep SEOs busy
•It’s ever-changing and evolving
•Google just increased profits 23% in 3Q during a “recession”...
Search matters.
•There are great metaphors for websites & SEO
•It’s complicated, complex but a no brainer
•“SEO is not about rankings, it’s about making money!”
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16. Google vs Bing (Yahoo!)
•MARKET SHARE: Google 72%; Bing powered 24%.
•If Google wasn’t paying attention, would they be changing so much?
Monday, February 28, 2011

17. Google’s Evolution
•New Sidebar
•Google Caffeine
•Google Realtime
•Share this option
•Search within Search
•Google Places
•Google Instant
Monday, February 28, 2011

18. Google Instant
Monday, February 28, 2011

19. Google Instant (SEO)
•Instead of seeing 10 results - users are seeing 50-60
•Query lengths have increased
•Clicks below the fold have increased
•Clicks on Videos have increased 28%
•How often would you use Instant?
•Has Google Instant changed the way you search?
•Might have made SEO more important than ever
Monday, February 28, 2011

20. Google Instant (PPC)
•“Impression counts will likely change, however clicks
probably won’t” - Google
•Google has potentially tripled their ad display
•Top 3 results have seen increases in CTR - (Win)
•The right sidebar results seeing less views/clicks
•Most have said they’ve seen no change
•Better keyword research necessary
Monday, February 28, 2011

21. Google ‘s
Fresh Content, Social Media, Videos & Sites That Are Built Well
•Twitter is a great asset for SEO
•Facebook is not going anywhere
•Blogging is great, if it’s timely
•Site speed matters for SEO & PPC
•Videos – 85% of consumers who view videos are more likely
to make a purchase or buy into a service
•Google really, really, really loves Video
Monday, February 28, 2011

22. Integrating Search
Into All Aspects of Marketing
•Search is no longer the creative Cinderella... it should be driving
everything else.
•Search drives product development – (R&D)
•Search is the best measure of interest & intent
•58% of people “surf” the internet while watching TV
•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).
•The web – especially search – is the most influential channel for
driving purchase decisions.
•80% gather information online > purchase online
•78% gather information online > purchase offline
•Search can be integrated into any campaign
•SEO & PPC – increases traffic by 66%, increased purchase consideration
by 8%, yet only 17% of advertisers integrate both SEO & PPC.
•You can own the space if your optimize everything
Monday, February 28, 2011

24. Social Media
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25. Social Media
•69% of users more likely to use a company who has a
social media presence
•67% of users who follow a brand on Twitter more likely to
purchase their services
•39% of time spent online is Social
•Facebook is eating everyone’s lunch
•75% surveyed said demand for Social Media increased
•Are Social Media sites turning into Search Engines?
Monday, February 28, 2011

26. Look Familiar?
Monday, February 28, 2011

27. Social Search
•Facebook: Not good at search but they’re working on it
•Twitter: 1000 Tweets/Second
12,000 Queries/Second = 1 Billion Queries/Day
•Searching vs Asking – People Search & Ask
•If users are searching it, they’re likely discussing it in the social world
•90% people trust peer reviews over advertising
•More confidence in sites that rank socially and in search engines
•A lot of Social Media is about SEO
Monday, February 28, 2011

28. Local
Monday, February 28, 2011

29. Local
•Local is the fastest growing sector in Search
•Google is getting very serious about Local
•Over 20% of searches have a local intent
•1 of 13 queries returned a “Map” result
•80% of business is within 15 miles of the query
•Local advertising revenue – $144.9 Billion by 2014
Monday, February 28, 2011

30. Old Local Listings
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31. New Local Listings
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32. Google Places
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33. Mobile
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34. Mobile
•Is it the year of Mobile? Is next?
•Location Business Services
•By 2011, 80% of mobile devices to have GPS
•74% increased conversion rate if website is optimized for mobile
•Mobile = Pin-Point Accuracy
•Mobile = 1 hour / PC = 7 days
Monday, February 28, 2011

35. Mobile Search & LBS
•Google has 97% of all mobile search (Sorry Steve)
•500% increase in Mobile Search (Google)
•Over 6,000 Local Business Services on iPhone
•Yelp!
•Check-in services; i.e.Facebook Places, FourSquare
•200 million Mobile Facebook users
•Your storefront is not enough anymore
Monday, February 28, 2011

36. Final Thoughts
•All aspects of Digital Marketing greatly influence one another.
•In order to survive in Digital, you need to accept change and adapt
(often), while staying in-tune with the industry.
•Since Google is the dominant force in driving traffic, Search Marketing
is arguably the foundation of all Digital Marketing.
•The most effective SEO strategy is when everyone is on board.
•If your identity isn’t established, you don’t exist.
Monday, February 28, 2011

37. THANKS!
tim@austin-williams.com
http://twitter.com/tim_eschenauer
Monday, February 28, 2011