Fri, 6 May 2011|
Automatically Generated Transcript (may not be 100% accurate)
My name's Michael cure confidence rector of -- steel products port. Typically when I meet somebody and ask me what I do you novice say him director of this steel products according get a big -- Question mark -- looking next question -- so what exactly is that. I don't get it what does that mean so how many -- you just quick survey -- familiar with -- you know. Little -- -- great how many of you have an SCO guru either employed by your company or outsourced. On a -- of jurors yeah okay got it got how many -- you were doing paid search advertising with Google. PPC paper -- act that's good enough. -- -- So. I'm gonna give account little briefing. The landscape of what search engine optimization in his. As -- -- in some user behavior. So for those of you who are -- familiar with us you know it's -- the process of improving the volume of unpaid. Traffic from Google or being or Yahoo! or whatever search engine you want used right this is kind of the Wikipedia definition. What that really means is that we're trying to match our confidence whatever that -- be with. The specific query or search query rate. And what we're talking about specifically. Is -- walk over here. Get out of range of the camera. We're talking about this free area right this is called natural -- organic listings are -- familiar with that part of it right that's what -- does. When you're optimizing your -- you're trying to show up here hopefully in the number one position like fire engineer and those for this query firefighting training drills. As opposed to -- some. Google a certain amount of money. Advertise on that right -- That there's anything wrong that you really -- -- have a combination of these two things in specific areas as -- that depending on your goals are right. So again to clarify. You're trying to figure out what the audience behavior is so you can match your content to the specific query in order to do what. Try the conversion. Of some sort that maybe Brandon may be an action -- whatever. So really what we're doing is work with us you're taking a traditional stance -- web sites you know what's. Guzzle it back to 1996 rates that'll. But historically what would happen. Somebody would get your website to Brandon -- whatever they go to the home page in this graph on laughed they've got your homepage they navigate down maybe three levels to where that line. That firefighting drills image and then asked him for -- and ran. -- does -- know what it does it flips that over. So -- got people coming into your home page that's fantastic. But really you're trying to match it and say well look I did this query for firefighting generals and guess what I wanna hit that page because that's what -- -- -- in because you know what. I just don't have time to necessarily spend. Twenty minutes on a website. Right as -- that's architect about some people just want to get that information and knew about. -- so why should I care right you know. Basically. It comes down the user. As a thing David mentioned -- well in March do you know you want to -- that we're following the user behavior. This is what's why it's important. Yeah so essentially we want as well we want to provide content to our audiences in the way that they -- And in the format they expected when that -- mobile app whenever. As merchants are people who are put -- -- products and different things. You -- provide. That content of that product in the format that your users are expecting it to show. So for example the -- content channels that and then well. World you know we look at France events. And mobile because that's where audiences -- -- So audience behavior. Why is this really important. I'm Diane. Gave -- a challenge of how to incorporate doctor evil from Austin Powers and student presentations so once they would get it and -- a 131 billion. -- -- -- -- -- -- -- -- I'm Eleanor here. It's -- But this is important you know -- you think about this -- 131 billion queries worldwide. You know that's a big impact on what you were doing -- actually has over 80%. Of the market share in the US with thirteen point six billing corners. At the lot of activity so right follow -- -- they want aquarius. When going to Google and type something that's a query to be one word -- word -- -- forward I've worked whenever. Right that's where thirteen point six billion dollars month. So what's really cool is that. Again for geek like me you can start to get into the analysts of these things and look at the audience behavior because. You'd -- in wanted there's this exact content out to the audience to get a conversion right. So you can see what these queries are doing and get their intents and what they're searching for but -- in what their intent is in the life cycle. And -- great tools that allow you to see what these insights are hard to get these consistency with -- behavior. -- have any -- you use the free Google keyword tool. I highly recommend this tool it's free just go to Google do query for Google keyword tool click on the link it's awesome. So once you're there you can do it. Play a search in this case -- is search for fire trucks. And fire trucks for sale right so -- -- -- walk over here. -- If you search for fire trucks member of talking about -- We don't really know what this and users doing at this point right. -- looking for an antique fire -- they can be looking for a fire truck for sale would be looking for pictures of fire trucks -- right to be my son on line is -- -- fire trucks all right. Read that may not if -- keyword you wanna target because -- so broad. But when you start going down into fire trucks for sale. Starts it will bit more the user intent. When you get further and here specifically use fire trucks or pierce fire trucks and about your prepares. Give a little pre -- -- here but. If I'm a dealer and -- and I'm selling fire trucks new or used. What's my money query. You look at the global searches and the local searches here if I'm specifically appears dealer but some sort. -- fire trucks for sale pierce fire trucks pierce fire trucks pierce fire -- for sale. This gives me an idea of how much queries are happening in Google on an average every -- So I want to make sure that I rank especially. For. Pierce fire trucks for sale -- fire truck dealers and -- pierce fire trucks because even know this number may -- forty sex the intent is that. I'm gonna make -- -- I'm gonna get a Amber's here chances are much higher -- you ranking for fire trucks so is a great it's ranked number one for fire trucks yet. Does it really tie in with your goals. Probably not. You wanna start targeting it not work with your wrestling -- or going to the tool through it yourself that's good stuff. This just kind of highlighted some votes. That so why is a significant. Start talking about the whole user behavior -- the -- while it's significant because 50% of users go to search to find information. When people go online at 2% -- to search first. Before that thank you your brand hopefully do anything. Use in the -- example they may know here's cells fire trucks they may even know the deal. But there are looking for specific information so they made type in pierce is a brand in these -- hold -- great -- on one website or another. About pierce fire truck while the -- of the my type and pierce fire trucks and go there right -- hillside at the -- it will let's just see what's out there. We'll see what used fire trucks are out. Right so that's why you wanna make sure that your -- while the remaining 50% are divided between bookmark links and direct access. So that's why it's really important not just to focus on one media channel like search you'd have to make sure that you're covering your bases across all the partners. Right. So because of this user behavior. And Wallace made the investment. To focus on nests you know and you can see the results over. Since 2006 with -- -- 170% increase in our visibility -- branding. Because our goal specifically are very broad. Right. We want to get people to our website to find our content but we also wanna get exposed brand X that XP -- -- branding as well. All right and visibility in that and a -- So. Then let's talk just. A moment about Brandon and long tail -- Long tails kind of another geeky terms on the -- you're familiar with long -- queries and stuff right got a couple awesome news have lunch and in -- geek out. Essentially what we're looking at here is I think -- mention the fact you know having this branding and impression in your mind right. So let's say you've visited a couple web sites of last couple months and and you see these ads about you know a new Ford truck. But some sort. Well fantastic you may not actually have an accident that point in time but later on again. And I need to in new -- trucks that -- we'll see what's out there -- trucks. Quote pierce fire trucks or whatever that's we're in this case -- snapshot from our analytics on some of them on the left is branded. Right they may even -- our website aspiring engineer -- -- -- they're still going to Google and type in -- iron generic. We're pulling out that's a branded piece that goes back to that other long tail action types that this happened before. The other part of this is long -- relevant queries. And that's tied in directly with what your content. At this fantastic content I'm trying to sell used fire truck. There it is our in our case firefighter training ideas firefighter training props wanna -- That page up in the results that -- are so the person that's looking -- has information straightaway. -- So let's talk just a minute about ranking. Now. In order to -- a web -- to rank -- fairly complex attack. But I'm just gonna break the status into a few simple letters just -- give you some ideas so. You don't wanna makes necessarily put all of here marketing dollars in one basket. Google's definitely an important part of player -- involved. I'm I've found a straight survey from comScore. -- want to read verbatim actually. Exposure to organic search results paid search results and -- -- display advertising and the combinations thereof. Experience -- measurable improvements. And their perceptions of the brands as well listen to -- in her actions. The money part of this is the fact that the combination. Of these different types of marketing channels. Gets higher value. Four year end users. And here's some examples in this case -- With the banner ad vs organic person's paid out on the right side. So an aggregate 35% Lipton brand recognition and a 73% left and likely had to purchase if you're doing organic. If you -- organically and search as well let's have -- paid search advertising. So it is have to. Get the right keyword queries an -- of those things match up and you can expect a huge increase -- your performance. So in this case to in the search for fire stingers -- training. We've got live fire the the bullets coming up organically and then on the right hand side as well they should be old expects -- 35% increase in brand -- -- So basically this is complementing PPC -- -- paid search advertising Google. So online display advertising is effective in producing brand left. -- makes a significant. And strong contribution when combined with search engine results so again you're looking at the combination of -- in -- display ad on any of your media partners as well as making sure that you rank and organic. -- right so again figure campaigns cohesive -- As a marketer you wanna make sure that your parent and organic TPC display print email. -- even if they don't know. -- -- a few more slides here prowess just as quick to mention about social media how many of your active -- social made at this time. Okay what how many of you have seen. Solid our -- line. That excellent most people don't know what they are alive from social media's it's very tricky at this point in the game right. To do a whole presentation on our alliance partisan terms -- -- Traffic verses and direct information on how you interact with your users and build -- -- -- essentially and that trust between. So just a quick mention here on FaceBook for example. There's over 500 million members and FaceBook water worldwide and over 50% of those folks log on daily. Many of them -- going in through mobile. Right camera last time I actually went on FaceBook through my PC just don't do that make up the this -- where map. So it's important that you have a presence out there and I had a conversation -- to -- -- of this presentation actually for the presentation. About role in a hobby you how do you deal with these folks -- get random post up there what comes down some policies and everything else and again another presentation. But the point is is that social media gives you an opportunity to interact with your clients. And to find out their -- -- right. Especially when we look at how many people were actively -- and 75% of all US Internet households are active in social media that's important user behaviors change. -- The connection with search is that social media Google especially in -- to recognize that socialism very important. Aspect and they're looking at it as ways of -- so some of the recent search engine changes. An algorithm changes have been around social media. Right it's great because you get -- distribution you've got these things called social search and things we'll pull up of real time. For Twitter and everything else they got to come up with the -- comprehensive strategy. How you handle social media search and display is okay and summary finally right that's like room. Get product here. And be aware of audience behavior diversify your campaigns. Become active and -- CO social media and pay attention to your analytics because honestly if you're not -- -- -- here analytic. He really don't have any idea how -- in -- how your audiences interact with your content. Right whether -- social paid search or organs. That's.