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 Web. Crawler. 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. Copyright Market. Smart Interactive, Inc.
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. Copyright Market. Smart Interactive, Inc.
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! Copyright Market. Smart Interactive, Inc.
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). Copyright Market. Smart Interactive, Inc.
Search Engine Optimisation A not so new beginning! And so, two children take the prophets idea wrapped around a Markov Chain and christen it… Page. Rank. Hallelujah we can never be spammed again! Copyright Market. Smart Interactive, Inc.
Search Engine Optimisation To Google, Page. Rank means this: PR(A) = (1 -d) + d (PR(T 1)/C(T 1) +. . . + PR(Tn)/C(Tn)) To the Spammer it means this: blogspam software + link anchor text = viagra sold by the pound Copyright Market. Smart Interactive, Inc.
Search Engine Optimisation Copyright Market. Smart Interactive, Inc.
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 Copyright Market. Smart Interactive, Inc.
Search Marketing What’s your Favourite? Organic (algorithmic, natural, the left hand side…) Pay Per Click (PPC, CPC, performance marketing, search advertising…) Copyright Market. Smart Interactive, Inc.
How search engines work. Copyright Market. Smart Interactive, Inc.
Getting indexed. <Organic> <Pay Per Click> <Cost Per Click> <Pay for Consideration> <Pay for Inclusion> <Trusted Feed> Copyright Market. Smart Interactive, Inc.
The new science of networks. Copyright Market. Smart Interactive, Inc.
Cyber communities Copyright Market. Smart Interactive, Inc.
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 Copyright Market. Smart Interactive, Inc.
Ranking? So what! Compacted information Vs Non compacted information Copyright Market. Smart Interactive, Inc.
Spam. Copyright Market. Smart Interactive, Inc.
Pay Per Click Copyright Market. Smart Interactive, Inc.
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 Copyright Market. Smart Interactive, Inc.
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. Copyright Market. Smart Interactive, Inc.
Cost per acquisition Source: Piper Jaffray & Co. Copyright Market. Smart Interactive, Inc.
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. Copyright Market. Smart Interactive, Inc.
The Virtuous Cycle – The User-Advertiser Relationship. Advertiser s 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. Copyright Market. Smart Interactive, Inc.
UK Marketplace UK, the largest online ad market in Europe, search marketing will grow to over £ 1 bn in 2010, up from £ 518 m at the end of 2005 - Source - Europe’s Search Engine Marketing Forecast, 2004– 2010: Forrester Research Copyright Market. Smart Interactive, Inc.
Does search marketing really work? Source: Jupiter Research, The Rise of Mediated Search Marketing Copyright Market. Smart Interactive, Inc.
Who manages search? Source: Jupiter Research, Paid Listing Enablers - Deciphering the Marketplace Copyright Market. Smart Interactive, Inc.
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 Copyright Market. Smart Interactive, Inc.
Who’s buying online? An estimated 90% of conversion activity occurs offline. A critical consideration for marketers when planning their search strategy From Search and the Consumer Buying Cycle, Overture and com. Score Study 2005 Copyright Market. Smart Interactive, Inc.
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. Copyright Market. Smart Interactive, Inc.
Is click fraud a big problem? It’s HUGE!!!!! Copyright Market. Smart Interactive, Inc.
Is click fraud a big problem? No it’s not. Copyright Market. Smart Interactive, Inc.
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 Copyright Market. Smart Interactive, Inc.
Search Engine Optimisation “… it hasn’t been a material issue so far. ” Google’s Chief Executive Officer, Click Fraud Article, February 4, 2005 Copyright Market. Smart Interactive, Inc.
Who’s clicking who? Copyright Market. Smart Interactive, Inc.
Who’s clicking who? Copyright Market. Smart Interactive, Inc.
Preventing click fraud. Copyright Market. Smart Interactive, Inc.
Google Analytics Copyright Market. Smart Interactive, Inc.
Microsoft ad. Center listings Sponsored Results Copyright Market. Smart Interactive, Inc.
Keywords Generator Enter URL for a list of keywords from that site Copyright Market. Smart Interactive, Inc.
Keywords Generator Choose keywords that fit your criteria Copyright Market. Smart Interactive, Inc.
Keywords Generator Put keywords into account Copyright Market. Smart Interactive, Inc.
Demographic Targeting Copyright Market. Smart Interactive, Inc.
Day & Time Part Targeting Copyright Market. Smart Interactive, Inc.
And the future holds… Pay per call Txt// ad Social networks Online PR MARKETING! Copyright Market. Smart Interactive, Inc.
Did you forget to mention the Click. Z stuff, Mike? Ignorance Isn't Bliss in SEO. Google's Matt Cutts: The Big Interview. Does Textbook SEO Really Work Anymore? , Redux Does Textbook SEO Really Work Anymore? Online SEO Information: Trick or Treat? The SEO and the Blacksmith. 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 Page. Rank? Part 2 A Grand Plan for SEO. What Price Page. Rank? Goodbye, SEO Push. Hello, SEO Pull. Why You Don't Rank on Search Engines. SEO Jargon: Real Beef or Just Baloney? Ad. Words vs. ad. Center: The Personalization Factor. Copyright Market. Smart Interactive, Inc. What Search Engines Know and You Don't.
And finally… What does the future hold for search? Watch this space! Copyright Market. Smart Interactive, Inc.
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