1. Google is 14
SO TALK TO IT LIKE A 14 YEAR OLD
James Gaskell – Managing Director – ZUJI Australia
Andrew Hughes – SEO Director – Reprise Media
14th March 2012
#atsyd

2. Your Speakers
Andrew Hughes James Gaskell
SEO Director – Reprise Media Managing Director – ZUJI/Travelocity APAC
With 14 years online marketing experience in; web 14 years in e-commerce, online travel and digital
strategy, internet development, content marketing, with especial interest in content
strategy, on-site and offsite SEO , paid search, delivery, SEO & SEM methodologies, CRM &
Ux, search and social marketing. CDM, digital media, content management
system development, online production,
online marketing, booking engine technology,
Andrew leads a 17 strong team of SEO experts airline distribution, hotel aggregation,
for Reprise Media Australia financial settlement functions and knowledge
management.
Twitter: @y0z2a James leads ZUJI/Travelocity’s retail and trading
operations in Australia, Singapore, Hong Kong
G+: +Andrew Hughes & New Zealand.
Blog: SearchEverywhere Twitter: @jamesgaskell
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3. What we’ll talk about today …
A Grown Up Google
Using Analytics and Data
Getting Ahead of the Competition
SEO Tools
Innovation in Search

4. Think Back 14 Years
Search was dominated by:
And then along came:
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5. 1998 also saw the birth of LastMinute.com
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6. So, at 14 – What is Google?
• It is certain to say that Google is the internet success story
• Google’s core product – search continues to develop and grow on a weekly basis
• New products are evolving on a monthly basis;
Display, Mobile, Analytics, TV and Video, Hosting, Email, Applications, Code, Storage
• And, using Google’s own basis of scoring the web – PageRank; Google continues to
grow in authority
6 Google Doodle for 14/03/2012 -

7. At >14 – What is SEO in 2012?
Search Engine Optimisation is changing – it is accepted as a marketing channel and
requires investment and the right people to implement it.
Optimisation in 2012 covers:
• Search market research and consumer trend analysis
• Influencing organic search visibility
• Improving paid search quality scores through on page optimisation
• Content strategy to ensure increased visibility
• Conversion optimisation to maximise ROI
• User experience over multiple platforms
7 Image Credits: http://www.google.com/insights/search/#q=google&geo=AU&cmpt=q & http://www.majesticSEO.com

8. How to approach SEO in 2012
• Considered from the start
• User focused
• Co-ordination of multiple stakeholders
• Robust and flexible strategy
• SEO should not work in isolatation
• Efficiency and savings
• The effects and performance can touch all channels
• Test, learn and action is an ethos to live by…
Gone are the days of keyword stuffing Gone are the days of keyword stuffing Gone are the days of keyword stuffing Gone are the days of keyword stuffing
Gone are the days of keyword stuffing Gone are the days of keyword stuffing Gone are the days of keyword stuffing Gone are the days of keyword stuffing
Gone are the days of keyword stuffing Gone are the days of keyword stuffing Gone are the days of keyword stuffing Gone are the days of keyword stuffing
Image Credit: http://v8tvshow.com/component/option,com_smf/Itemid,108/topic,8899.0/
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9. So, Where does Google sit in the AU Market?
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10. Some Search & Google AU Statistics
Search has
92% Reach Nielsen Australian Landscape review 2011
in
Australia**
Google Gets
over 25
Vists per
month by its
users
Google is
the most Nielsen Australian Landscape review 2011
sticky site in
Australia
Google has
Hitwise week ending 03/03/2012
over 93.5%
market
share
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11. The Google Experience
“We want diversity of results. This is something we talk about
a lot internally, and believe in.
We want there to be variety of sources and opinions in the
Google results. We want them in personalized search to be
skewed to the user, but we don’t want that to mean the rest
of the web is unavailable to them.”
Johanna Wright
Product Manager, Google Search
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12. So what do businesses get from the 13 year old?
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13. Search Engine Traffic Contribution
Some Examples From Our Clients:
• Search Engines are contributing more traffic than all other sources
• These may include significant numbers of brand searches
• Referals include other Google properties – YouTube, Places, Shopping
Where is the consumer going to look for your brand? Search
Reprise Media clients using GA in the last 31 days.
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14. Google Results Vary
Paid Search Results
Driving direct response with tailored
messaging and up to date offers
Organic Search Results
Increasingly active fresh content and
social communities lead to higher
SEO rankings
Organic Video Search Results
Social growth results in more relevant
videos.
Organic Image Search Results
Active communities lead to higher
coverage
Latest (Google) News Articles
Digital PR
14
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15. And how does the user interact?
5 sec. 10 sec.
15 sec. 20 sec.
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16. Focus is on the top 3
45%
41%
40%
Organic Traffic - Click-Through-Rate
35%
30%
30%
25% 22%
20%
16%
15% 12%
9%
10% 7%
5%
4%
5% 3%
0%
1 2 3 4 5 6 7 8 9 10
Keyword Position
100% 100% 100% 100%
Organic CTR improves by an average of 100% for every two positions gained
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17. On-Site Vs Off-site
What affects the Australian rankings:
• 30% On Site, 70% Offsite
• Offsite has historically been more effective
What affects the Global rankings:
• Over 500 individual ranking factors
• Over 220 that Reprise consider to be important
• Global SEOMoz research of SEO professionals indicated that ~60% of ranking factors were
perceived to be offsite
Quality content should be present in all locations – on site and offsite
17 Image Credit: http://www.seomoz.org/article/search-ranking-factors

18. ZUJI Search Investment
CPC
Organic
Content
The media investment for ZUJI in 2011 was a revelation for the Australian business.
• The entire team were brought together at a planning stage
• Activation of each individual channel and its contribution was centre focus
• Relationships of each marketing channel was identified and then planned
• Search supported both brand and category media activties
• EDM, affiliate and display underpinned the media executions
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19. Analytics and Data
Turn on the lights to understand
your audience

20. COMPLEMENT TECHNOLOGY WITH THE HUMAN TOUCH
MULTIPLE GOALS
EXTERNAL FACTORS
COMPETITION
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21. Where to start – Your Site
• Ownership of reporting
• Create reporting framework
• Measure effectively
• Use the right tools
• Establish a baseline
21 Image Credit: http://www.foreverparenting.com/date/2008/06/page/2/

22. Some of the processes in between
x
• Consider: Ux, content interaction, conversion process, form completion, Ecommerce
• Comparisons: Historic vs Current, New Vs Returning, Good/Poor Conversion
• Test and learn: Take your best converting pages – analyse and update
• Identify keyword groups that you don’t rank organically for that convert well
• Analyse what traffic you generate organically from these top performing keywords with Google
Analytics and Webmaster Tools
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23. Where to end
• Optimisation should be a constant ongoing commitment
• Every new iteration of a website should be an improvement
• Focusing on impacting on your bottom line
• Don’t wait for a penalty from Google or your users
• Learn, action, improve, build, start again
23 Image Credit: http://www.f1fanatic.co.uk/2010/09/09/changing-tracks-monza-pictures/juanmanuelfangio_pierotaruffi_monza_mercedes_1955/

24. How ZUJI Approach This
Omniture Site Catalyst Agency Dashboard
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25. How do I Get my Content Visible
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26. What is “content”
• Anything that a user can or could discover
• What can you gain visibility in
• Who are the influential websites (not brands) in your category
• What content on these websites makes them successful
• Is there branded or unbranded content that you can source to differentiate yourself
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27. What content to create
• Be led by the user
• Test and learn with paid search
• Segment and understand what works
• Prioritise where you need to be visible
• Identify your competitors
• Identify your key partners
• Understand what channels your competitors and partners are active in
• Understand what content these individual websites are creating and which channels they are
publishing it on
• Create something new – become the industry authority
27 Image Credit: http://news.ninemsn.com.au/national/146542/flings-fantasy-and-flirting-on-holiday

28. Enable Your Content
• Don’t rely on users coming to you
• Enable users to +1, Share, Like and Tweet your content
• RSS / XML and feeds will drive your business
• Consider creative commons
• Reach out to influencers in your category
• Consider curating content from other sources
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29. ZUJI’s Successful Approach
Tailored Landing Pages – Hotels and Locations
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30. What tools do I need?
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31. Someone who gets it…
Function Concept
The most valuable tool – someone who understands search who can communicate to the
business, be they an internal resource or an external consultant
Skills that they may have:
• Online Marketing
• Understanding of analytics
• Ability to research online
• Some web development experience
• Creativity – Copy writing, creative flair
• Paid search experience
• And a touch of quirkyness about digital and search…
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32. The SEO Tool Kit
• Analytics and Reporting
• Google/Bing WMT
• Your competitive insight in Australia
• Be creative if they apply to your category: Google AdPlanner, Hitwise and any other internal
source of trends
• Create a yearly calendar of SEO and marketing events
• Internal project management tools
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33. Is Google and search still changing?
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34. Mobile Search
• Growth has been significant – 10% of daily Google searches are on a mobile
phone compared to 4% 12 months ago
• In December 2011 - Reprise clients hit 10% mobile traffic
• Mobile made up 31% of shopping searches in Dec ’10
• Organic search alone saw 4% of total visitors on mobile in 2011
• User experience must be tailored for the device
• Ensure that you optimise for mobile
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35. Personalised Search
• Personalised search is now live
• You can see the impact on these two searches that my personal sphere of influence has on my
search for “cheap flights”
• Integration of people, places and +1’s
• Underlying this, there is still a base index
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36. What do I need to take away?
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37. Key Takeouts
• Google is mature, and it is not easy to rank!
• SEO’s involvement should be intrinsic in all marketing activity and planning
• Reporting should be the foundation stone of all digital activity
• Content creation should be centered around the user
• Your SEO project no longer sits with just the web development team
• To win long term in the search space do not invest $199 for 30 day success
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38. Andrew Hughes James Gaskell
SEO Director – Reprise Media Managing Director – ZUJI/Travelocity APAC
Twitter: @y0z2a Twitter: @jamesgaskell
G+: +Andrew Hughes
Blog: SearchEverywhere