onetomarket | how to benefit from developments online
TRANSCRIPT
Search Congress Barcelona29th of January 2009
"It is not the strongest of the species that survives...but the one most responsive to change."
-Charles Darwin
Who am I and who do I work for?
Lennert de Rijk
Dutch male living in Barcelona
Managing Director and cofounder Onetomarket Spain
"It is not the strongest of the species that survives...but the one most responsive to change."
-Charles Darwin
In times of crisis......
Market developments
Trend : online!
enablers of lead generation and nurturing
Latest US ROI survey
It´s not all about Google
Too much to talk about
Only 50 slides to go...
So let´s focus on
Local & Universal SearchSocial MediaAnalyticsSome SEO statements (introduction to ...)
Local Search
WhatWhereWhyWhenWays
What is Local Search
Local Search is search behavior not focused on ‘what’but also on ‘where?’
Examples:
“Hotels in Barcelona”, “Starbucks near Potsdamer Platz” or “Airport Germany”.
Where Local Search
Maps in Universal Search Results
• Onebox, Three-pack, 10-pack
Why Local Search – Universal Search
Why Local Search
Results show up in the normal SERPsLocated in the heat-mapAffects click-through rateOptimal result: Your Organic URL multiple times on the frontpage!
Why Local Search
Think Global, Act Local In US, 40% of search terms are ‘local’ Local = Mobile
Branch Examples
Travel Hotel, Apartments, AirportsSearch Food, Restaurants, Retail Entertainment
Bars, Nightclubs, Theater
Places Hospitals, Churches, Banks, Postal offices, Petrol Stations
Brands Starbucks, McDonalds, etc
When Local Search
You run a business with physical locations
DiscoverYou want your potential customers to find you in the local search engines and Universal Search results.
RecoverYou want to help your current customers by lending them a helping hand in finding your business
Ways Local Search
Advertise (Local Business Ads)Optimize (Local SEO, build good store locators)User Generated Content
• Local = Social (Reviews, user ratings )
Only 10 results available
Competitive markets
Ranking factors in Google Maps• Claim your business
• Incoming links and citations (webreferences*)
• Reviews/ratings
• Distance from the centroid
• Business title
authority
*) a reference to your business on some other website.
It is not necessarily a link and always contains your business address and/or phone number. Geographically relevant websites talking about your business increase your Local search engine
rankings.
Less competitive markets
Bar downstairs our office
In the beginning there were social networks
‘Markets are conversations ‘
‘The Internet is enabling conversations among human beings that were simply not possible in the era of mass media. ‘
Published in 1999!
Social Media
Source:PEW
Space defined by Media Owner
Brand in control
One way / Delivering a message
Repeating the message
Focused on the brand
Entertaining
Company created content
Space defined by Consumer
Consumer in control
Two way / Being a part of a
conversation
Adapting the message/ beta
Focused on the consumer / Adding
value
Influencing, involving
User created content / Co-creation
COMMUNICATIONS MEDIA
SOCIAL MEDIA
Different approach needed
Social networks
The internet is for people
Social networks
The internet is for people
For people to form groups
Social networks
The internet is for people
For people to form groups
Groups with shared purposes
Social networks
The internet is for people
For people to form groups
Groups with shared purposes
Groups of people that can form at litle or no cost
SO HOW CAN I CREATE A
COMMUNITY?
WRONG QUESTION
“Communities already exist. Instead, think about how you can help that community do what it wants to do”
Mark Zuckerberg
Join the conversation here:
1. Facebook, Tuenti, ..
2. Youtube
3. Twitter
4. We don´t know yet….
Twitter: fastest growing social network
Social Media Communication
AND BE POSITIVEBECAUSE POSITIVITY
SPREADS
Social media & crowdsourcing
It´s about you!
Launch new websiteSEO BookPREvents (non) sponsoredBlogsSurveys/articles
To Tweets
And then spreads to other forms
Like your corporate blog
not to miss your goal
But target ……
And use analytics!
So, give the right directions!
MEASURE
ANALYSE OPTIMISE
Webanalytics
Why Do I Need Web Analytics?
To Answer These Basic Questions:
• How many people visit my site?
• What pages are getting visited?
• How do visitors reach my site?
Or Some More Advanced Ones:
• Where do my best visitors come from?
• How much do I earn on average per visitor?
• Which pages help to convert visitors into buyers?
Problems with Universal Search
Source: GoogleMedium: OrganicKeyword phrase: `Nissan Titan`
Landing page for text link: http://an.example.com/nissan-titan/
Landing page for Universal Search Image link: http://an.example.com/nissan-titan/
They are the same!
Tracking Universal Search
Define verticalsSet up filters
Gain insight in clicks from organic results by setting up filters to determine your traffic from blended results
Research available by one of our colleagues:
http://www.searchcowboys.com/seo/256
Universal Search : Increase ROI with research
ResearchResearchResearch
Do images get less clicks? Or more?
And is someone who clicked on an image more likely to convert into a lead or
action?
Record Progress & Popularity
Unique VisitsReturn VisitsVisits / User
– Page Views
– Pg View / User
– Search Traffic
– Referral Traffic
– Regions / Languages
– Browsers
Determine the Success of Your Site
Bounce RateBrowse RateReturn VisitsVisitor LoyaltyPg Views / VisitTraffic GrowthTransactionsAdvanced Metrics (using action tracking)
How Should I Employ Analytics Data
Find Specific Metrics that are applicable to your site:
• Problems that need to be addressed
• Weaknesses in your site's offerings
• Opportunities for new content or marketing
Create a Dashboard to Show you the Most Important Data Daily
Dashboard
comScore study 2007Direct Response just 17%Of the total conversion
And:30% of all users are deleting their Cookies regularly!
Online influences offline sales
comScore study 2007Real conversion value is about 6.6 times higher!
Tracked conversion worth
Real conversion worth
Conversion Value
SEO
Did I hear ´SEO ha muerto´?
NO
This kind of SEO is dead indeed
This kind of SEO is dead indeed
Like footerlinks (well actually not SEO at all)
This kind of SEO is dead indeed
Like footerlinks (well actually not SEO at all)
We only want a nr. 1 position in Google?
NO
SEO is difficult, so what sort of hat will you wear?
http://blog.outer-court.com/archive/2006-11-01-n72.html
Instead …..
SEO is becoming mature
Searchcowboys is coming to Spain!
Searchcowboys is coming to Spain!
- A website about search- With a focus on Europe- With bloggers from around Europe- With the latest news- With background information- Keep up-to-date and informed
Searchcowboys is coming to Spain!
Special features- News from your country- SEO roadshow- Event channel- Twitter- Calling Europe- Videochannel- Well known SEO´s
Searchcowboys.com/es
- Part of searchcowboys- Focus on Spain- In Spanish- Spanish bloggers like
THANK YOU!
Where to find me?
http://twitter.com/derijk
How to contact me?