Transcript Search Engine Optimisation

What's New in Search Marketing?
Presented by Mike Grehan.
Director of Search Marketing Strategy.
Author, Search Engine Marketing: The essential best practice guide.
Search Engine Optimisation
And in the beginning, Brian Pinkerton
did create WebCrawler.
And like the other beginning, it probably also
only took seven days.
And yea, he was happy with his work!
And he liberally sprinkled his creation with classic
Salton and annotated results with a relevancy
percentage score.
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Search Engine Optimisation
But soon, all was not well in Cyberspace!
A hideous Serpent bearing the name “Spammer” had
entered the garden of text retrieval.
And verily, poor Brian’s search engine was getting it in
the ass and his creation was getting keyword stuffed
on a monumental Scale.
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Search Engine Optimisation
And so Brian did become very pale, and
faded into the background.
Much like the text on most of the pages
in his index!
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Search Engine Optimisation
A new beginning!
And so, the prophet Jon Kleinberg tackled the
abundance problem and bestowed upon us the
hub and the authority.
And to reassure himself he was never wrong…
He decreed that a good hub could be a good
authority and good authority could be a good
hub (a kind of no lose situation).
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Search Engine Optimisation
A not so new beginning!
And so, two children take the prophets idea wrapped
around a Markov Chain and christen it…
PageRank.
Hallelujah we can never be spammed again!
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Search Engine Optimisation
To Google, PageRank means this:
PR(A) = (1-d) + d (PR(T1)/C(T1) + ... + PR(Tn)/C(Tn))
To the Spammer it means this:
blogspam software + link anchor text = viagra sold by the pound
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Search Engine Optimisation
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Types of Search Engine Marketing.
•
Organic Search Engine Optimization
•
Directory Paid Inclusion
•
Search Engine Paid Inclusion
•
Paid Placement
•
Contextual Advertising
•
Specialized Search Marketing:
– Verticals: Shopping, Travel, Local etc.
– Pay per call, mobile search
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Search Marketing
What’s your Favourite?
Organic (algorithmic, natural, the left hand side…)
Pay Per Click (PPC, CPC, performance marketing, search advertising…)
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How search engines work.
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Getting indexed.
<Organic>
<Pay Per Click>
<Cost Per Click>
<Pay for Consideration>
<Pay for Inclusion>
<Trusted Feed>
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The new science of networks.
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Cyber communities
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100 thousand communities from 40 million
web pages in Japan.
Masashi Toyoda - Kentarou Fukuchi
Software Makers
Computer Device Makers
Computer Makers
(Digital) Camera Makers
Cable Makers
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Ranking? So what!
Compacted information
Vs
Non compacted information
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Spam.
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Pay Per Click
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Pay Per Click (PPC)
 Search is emerging as a popular application (2001-2002)
 Paid search is becoming popular with pioneers – most others dismiss the notion
 Search is catching on with more small businesses
 Most advertisers buy a few hundred keywords; manage it in-house
 Little competition from big brands
 Major online brands start to use search aggressively; prices go up (2003)
 SEM market shapes up and begins to grow
 Fortune 1000 companies discover search – prices go yet higher (2004)
 Large online merchants start to complain; investors fear search has peaked
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PPC progressively accepted by marketers.
1. Expansion of search within offline companies, in category
and size, moving to medium and small businesses.
2. Expansion of share of search spending within direct
marketing.
3. Expansion of the role of search within marketing - going
beyond a direct marketing tool.
4. Local search combining maps, directions and local products
and services.
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Cost per acquisition
Approximate Customer Acquisition Cost Across Various
Channels
$80.0
$70.0
$70.0
$60.0
$60.0
$50.0
$50.0
$40.0
$30.0
$20.0
$20.0
$10.0
$8.5
$0.0
Search
Yellow
Pages
Online
Display Ads
Source: Piper Jaffray & Co.
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eMail
Direct Mail
Paid search promotion looking ahead.
1.
Search still has several promising stages of growth ahead of it.
2. Search continues to be the most effective marketing tool.
3. Marketers are likely to start looking at search as a general
marketing vehicle, not just direct marketing.
4. Piper Jaffray projects a $22 billion industry by 2010, without a
major contribution from local search.
5. Local search can make a very meaningful addition to the market
size, eventually doubling it.
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The Virtuous Cycle – The User-Advertiser Relationship.
Advertisers
1
Searchers
find
relevant
commercial
results
5
2
More
advertisers
join
Searchers
find more
results- learn
to use search
more often
More
advertisers
join
Searchers
use more
detailed
search (word
count goes
up)
3
4
Users
Source: Piper Jaffray & Co.
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UK Marketplace
UK, the largest online ad market in Europe, search marketing will grow to over
£1bn in 2010, up from £518m at the end of 2005 - Source - Europe’s Search
Engine Marketing Forecast, 2004–2010: Forrester Research
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Does search marketing really work?
Source: Jupiter Research, The Rise of Mediated Search Marketing
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Who manages search?
Source: Jupiter Research, Paid Listing Enablers - Deciphering the Marketplace
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Where does the budget come from?
•
43% of advertisers said budget for SEM programs was newly allocated
•
57% said SEM budgets were being poached from other marketing areas
•
Biggest losers:
– Paid listings on shopping directories
– Web display ads
– Email programs
– Magazine and newspaper print ads
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Who’s buying online?
An estimated 90% of conversion activity occurs offline.
A critical consideration for marketers when planning their search strategy
Offline
Conversion
92%
Latent Online
Conversion
7%
Same Session
Online
Conversion
1%
From Search and the Consumer Buying Cycle, Overture and comScore Study 2005
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Marketing analogy
• Organic results are a bit like doing PR i.e. getting free
editorial coverage in press, radio TV.
• Pay per click is a bit like buying targeted classified ads i.e.
Selling fishing rods in Anglers Monthly.
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Is click fraud a big problem?
It’s HUGE!!!!!
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Is click fraud a big problem?
No it’s not.
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Is click fraud a big problem?
“Click Fraud is the biggest threat to the internet economy.”
Google’s Chief Financial Officer’s comments at Google Analyst
Meeting on February 9, 2005
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Search Engine Optimisation
“… it hasn’t been a material issue so far.”
Google’s Chief Executive Officer, Click Fraud Article, February 4, 2005
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Who’s clicking who?
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Who’s clicking who?
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Preventing click fraud.
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Google Analytics
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Microsoft adCenter listings
Sponsored
Results
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Keywords Generator
Enter URL for a
list of keywords
from that site
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Keywords Generator
Choose keywords
that fit your
criteria
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Keywords Generator
Put keywords
into account
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Demographic Targeting
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Day & Time Part Targeting
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And the future holds…
Pay per call
Txt// ad
Social networks
Online PR
MARKETING!
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Did you forget to mention the ClickZ stuff, Mike?
Ignorance Isn't Bliss in SEO.
Google's Matt Cutts: The Big Interview.
Does Textbook SEO Really Work Anymore?, Redux
Online SEO Information: Trick or Treat?
The SEO and the Blacksmith.
Does Textbook SEO Really Work Anymore?
SEO Practices: Indexing and Ranking.
Search Engine Optimizing for Europe.
Is a Bigger Search Index Better for Relevancy?
SEM's Hidden Science.
What Keeps Search Engines Awake at Night?
Roundup: Search Engine Strategies.
An (Almost) Fruitless Mobile Search
A Grand Plan for SEO: Readers Respond.
What Price PageRank? Part 2
A Grand Plan for SEO.
What Price PageRank?
Goodbye, SEO Push. Hello, SEO Pull.
Why You Don't Rank on Search Engines.
SEO Jargon: Real Beef or Just Baloney?
AdWords vs. adCenter: The Personalization Factor.
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What Search Engines Know and You Don't.
And finally…
What does the future hold for search?
Watch this space!
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