SlideShare una empresa de Scribd logo
1 de 26
flickr // Erik Pitti
hi there
i’m sean mulholland
hi there
i’m sean mulholland
today we’ll be talking
about search
hi there
i’m sean mulholland
today we’ll be talking
about search
beyond keywords
and links
search marketing is often thought
of as…
• Driving direct traffic on your site.
• Optimizing your website to rank more highly.
• Largely dependent on things like keywords, links, and tags.

or…

• Paid search marketing (PPC/CPC) ads.
• Conversion tracking and profitability.
• AdWords, AdCenter, Yahoo Search Marketing, etc…
…but search is about much more
than just traffic




                            flickr // doug88888
when people search, what do the
       results influence?
         • Relevance
              • A high ranking can associate your site with the search query.

         • Brand perception
              • Do you rank well for key terms related to your brand?
              • Are the results positive? How about 3rd party sites?

         • Message
             • Do the 3rd party sites appearing in the results support you?
             • Are there conflicting messages appearing in the results?

         • Volume of results
              • Do you appear once (or not at all) vs. having a dominant
              presence in the SERPs?



* Enqiro / Google “The Brand Lift of Search”
for example…




               * 1st page results on 08/17/09
this is a little better




* 1st page results on 08/02/09
search engines are the gateway to
information on the web




                                flickr // hendry
everything is searchable
sometimes instantly
search will surface
content you don’t control
search will surface
content you don’t control
and some of those searches
won’t be on “search engines”
search will surface
content you don’t control
and some of those searches
won’t be on “search engines”
and the results won’t
always be websites
there is a world of search beyond
web results
• Image search
• Video search
• Blog search
• News search
• Real-time search
• Trend / Popularity search
• People search
• Product search
beyond your website, what
content appears?




                            flickr // respres
for example…
for example…
for example…
               * 1st page results on 08/05/09
for example…
               * 1st page results on 08/05/09
for example…
it’s vital to develop and influence
3rd party content
• Websites, microsites, or blogs you control
• Social networking profiles
• A searchable Twitter history
• Directory listings
• Proprietary site profiles
• Third-party mentions in the media or blogosphere
• Video, images, and other multimedia
• Forums and bulletin boards
• Wikipedia, Yelp, review sites, and other social media
because that 3rd party content is
not just searchable, but trusted
and it can have positive effects on
your search strategy
• Links are the backbone of modern search
• Lots of 3rd party content means a high likelihood of inbound links
• Lots of inbound links ultimately benefit your root domain
thanks for listening.
any questions?

(www.seanmulholland.com)

Más contenido relacionado

Similar a Let Me Google That For You

SEO & CRO - Acquiring & Engaging Customers Through Digital Marketing
SEO & CRO - Acquiring & Engaging Customers Through Digital MarketingSEO & CRO - Acquiring & Engaging Customers Through Digital Marketing
SEO & CRO - Acquiring & Engaging Customers Through Digital MarketingRenee Girard
 
Understanding Search Engine Optimization and Analytics for Law Firms
Understanding Search Engine Optimization and Analytics for Law FirmsUnderstanding Search Engine Optimization and Analytics for Law Firms
Understanding Search Engine Optimization and Analytics for Law FirmsSteve Hennigs
 
Getting it Right with Keyword Research - Stukent Expert Session
Getting it Right with Keyword Research - Stukent Expert SessionGetting it Right with Keyword Research - Stukent Expert Session
Getting it Right with Keyword Research - Stukent Expert SessionStukent Inc.
 
Class 6 seo class
Class 6   seo class Class 6   seo class
Class 6 seo class TheEmaven
 
SEO 101 deck for 3dCart webinar
SEO 101 deck for 3dCart webinarSEO 101 deck for 3dCart webinar
SEO 101 deck for 3dCart webinarDuane Forrester
 
Phil Morgan, Head of Search, talks to students at the University of Salford
Phil Morgan, Head of Search, talks to students at the University of SalfordPhil Morgan, Head of Search, talks to students at the University of Salford
Phil Morgan, Head of Search, talks to students at the University of SalfordDelineo advertising agency
 
Digital Marketing Overview for Marist College
Digital Marketing Overview for Marist CollegeDigital Marketing Overview for Marist College
Digital Marketing Overview for Marist CollegeStephen Lella
 
Top Tools in Your SEO Toolkit
Top Tools in Your SEO ToolkitTop Tools in Your SEO Toolkit
Top Tools in Your SEO ToolkitBizCamp NI
 
Building a Great Online Presence Search Engines Love | PanPrestige.com
Building a Great Online Presence Search Engines Love | PanPrestige.comBuilding a Great Online Presence Search Engines Love | PanPrestige.com
Building a Great Online Presence Search Engines Love | PanPrestige.comElad Hogen
 
Online presence - what does it mean in 2019?
Online presence - what does it mean in 2019?Online presence - what does it mean in 2019?
Online presence - what does it mean in 2019?MyLocal
 
How to use Internet Marketing to grow your business
How to use Internet Marketing to grow your businessHow to use Internet Marketing to grow your business
How to use Internet Marketing to grow your businessUMACS Business Solutions
 
MKT 420 Search Engine Optimization Week 4
MKT 420 Search Engine Optimization Week 4MKT 420 Search Engine Optimization Week 4
MKT 420 Search Engine Optimization Week 4Michael Germano
 
The Beginner's Guide to Blog Optimization & Content Promotion
The Beginner's Guide to Blog Optimization & Content PromotionThe Beginner's Guide to Blog Optimization & Content Promotion
The Beginner's Guide to Blog Optimization & Content PromotionRyan Stewart
 
ICTT India 2019 - "Secrets of Search Engines Rankings" by David Carollo
ICTT India 2019 - "Secrets of Search Engines Rankings" by David CarolloICTT India 2019 - "Secrets of Search Engines Rankings" by David Carollo
ICTT India 2019 - "Secrets of Search Engines Rankings" by David CarolloDavid Carollo
 

Similar a Let Me Google That For You (20)

SEO & CRO - Acquiring & Engaging Customers Through Digital Marketing
SEO & CRO - Acquiring & Engaging Customers Through Digital MarketingSEO & CRO - Acquiring & Engaging Customers Through Digital Marketing
SEO & CRO - Acquiring & Engaging Customers Through Digital Marketing
 
Understanding Search Engine Optimization and Analytics for Law Firms
Understanding Search Engine Optimization and Analytics for Law FirmsUnderstanding Search Engine Optimization and Analytics for Law Firms
Understanding Search Engine Optimization and Analytics for Law Firms
 
SEO
SEO SEO
SEO
 
SEO Presentation - Read
SEO Presentation - ReadSEO Presentation - Read
SEO Presentation - Read
 
Getting it Right with Keyword Research - Stukent Expert Session
Getting it Right with Keyword Research - Stukent Expert SessionGetting it Right with Keyword Research - Stukent Expert Session
Getting it Right with Keyword Research - Stukent Expert Session
 
Class 6 seo class
Class 6   seo class Class 6   seo class
Class 6 seo class
 
Class 6 seo class
Class 6   seo class Class 6   seo class
Class 6 seo class
 
Rob shaw ppc to twitter
Rob shaw   ppc to twitterRob shaw   ppc to twitter
Rob shaw ppc to twitter
 
SEO 101 deck for 3dCart webinar
SEO 101 deck for 3dCart webinarSEO 101 deck for 3dCart webinar
SEO 101 deck for 3dCart webinar
 
Off-Page SEO Strategies
Off-Page SEO StrategiesOff-Page SEO Strategies
Off-Page SEO Strategies
 
Phil Morgan, Head of Search, talks to students at the University of Salford
Phil Morgan, Head of Search, talks to students at the University of SalfordPhil Morgan, Head of Search, talks to students at the University of Salford
Phil Morgan, Head of Search, talks to students at the University of Salford
 
Digital Marketing Overview for Marist College
Digital Marketing Overview for Marist CollegeDigital Marketing Overview for Marist College
Digital Marketing Overview for Marist College
 
Top Tools in Your SEO Toolkit
Top Tools in Your SEO ToolkitTop Tools in Your SEO Toolkit
Top Tools in Your SEO Toolkit
 
Building a Great Online Presence Search Engines Love | PanPrestige.com
Building a Great Online Presence Search Engines Love | PanPrestige.comBuilding a Great Online Presence Search Engines Love | PanPrestige.com
Building a Great Online Presence Search Engines Love | PanPrestige.com
 
SEO School
SEO SchoolSEO School
SEO School
 
Online presence - what does it mean in 2019?
Online presence - what does it mean in 2019?Online presence - what does it mean in 2019?
Online presence - what does it mean in 2019?
 
How to use Internet Marketing to grow your business
How to use Internet Marketing to grow your businessHow to use Internet Marketing to grow your business
How to use Internet Marketing to grow your business
 
MKT 420 Search Engine Optimization Week 4
MKT 420 Search Engine Optimization Week 4MKT 420 Search Engine Optimization Week 4
MKT 420 Search Engine Optimization Week 4
 
The Beginner's Guide to Blog Optimization & Content Promotion
The Beginner's Guide to Blog Optimization & Content PromotionThe Beginner's Guide to Blog Optimization & Content Promotion
The Beginner's Guide to Blog Optimization & Content Promotion
 
ICTT India 2019 - "Secrets of Search Engines Rankings" by David Carollo
ICTT India 2019 - "Secrets of Search Engines Rankings" by David CarolloICTT India 2019 - "Secrets of Search Engines Rankings" by David Carollo
ICTT India 2019 - "Secrets of Search Engines Rankings" by David Carollo
 

Último

NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakEditores1
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZKanakChauhan5
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toumarfarooquejamali32
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato pptElizangelaSoaresdaCo
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 

Último (20)

NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerak
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZ
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb to
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato ppt
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 

Let Me Google That For You

  • 2. hi there i’m sean mulholland
  • 3. hi there i’m sean mulholland today we’ll be talking about search
  • 4. hi there i’m sean mulholland today we’ll be talking about search beyond keywords and links
  • 5. search marketing is often thought of as… • Driving direct traffic on your site. • Optimizing your website to rank more highly. • Largely dependent on things like keywords, links, and tags. or… • Paid search marketing (PPC/CPC) ads. • Conversion tracking and profitability. • AdWords, AdCenter, Yahoo Search Marketing, etc…
  • 6. …but search is about much more than just traffic flickr // doug88888
  • 7. when people search, what do the results influence? • Relevance • A high ranking can associate your site with the search query. • Brand perception • Do you rank well for key terms related to your brand? • Are the results positive? How about 3rd party sites? • Message • Do the 3rd party sites appearing in the results support you? • Are there conflicting messages appearing in the results? • Volume of results • Do you appear once (or not at all) vs. having a dominant presence in the SERPs? * Enqiro / Google “The Brand Lift of Search”
  • 8. for example… * 1st page results on 08/17/09
  • 9. this is a little better * 1st page results on 08/02/09
  • 10. search engines are the gateway to information on the web flickr // hendry
  • 13. search will surface content you don’t control
  • 14. search will surface content you don’t control and some of those searches won’t be on “search engines”
  • 15. search will surface content you don’t control and some of those searches won’t be on “search engines” and the results won’t always be websites
  • 16. there is a world of search beyond web results • Image search • Video search • Blog search • News search • Real-time search • Trend / Popularity search • People search • Product search
  • 17. beyond your website, what content appears? flickr // respres
  • 20. for example… * 1st page results on 08/05/09
  • 21. for example… * 1st page results on 08/05/09
  • 23. it’s vital to develop and influence 3rd party content • Websites, microsites, or blogs you control • Social networking profiles • A searchable Twitter history • Directory listings • Proprietary site profiles • Third-party mentions in the media or blogosphere • Video, images, and other multimedia • Forums and bulletin boards • Wikipedia, Yelp, review sites, and other social media
  • 24. because that 3rd party content is not just searchable, but trusted
  • 25. and it can have positive effects on your search strategy • Links are the backbone of modern search • Lots of 3rd party content means a high likelihood of inbound links • Lots of inbound links ultimately benefit your root domain
  • 26. thanks for listening. any questions? (www.seanmulholland.com)