Fri, 6 May 2011|
My name's Michael Kirchhoff, I'm director of SEO and Product Support. Typically when I meet somebody and they ask me what I do, You know, I just say I'm director of SEO and Product Support, I get a big, kind of, question mark type of look and then the next question is what exactly is that? I don't get it. What does that mean? So how many of you, quick survey, are familiar with SEO? Little bit, okay, great. How many of you have an SEO guru either employed by your company or outsourced. Own, SEO guru's, yeah, okay. Good, good, good, good. How many of you are doing paid search advertising with Google. PPC pay per click. All right excellent that's good enough. Okay. So [COUGH] I'm gonna give, kind of a little briefing on the landscape of what search engine optimization is; as well as getting into some of the user behavior. So for those of you who are less familiar with SEO, it's really the process of improving the volume of unpaid. Traffic from Google, or Bing, or Yahoo!, or whatever search engine you want to use. This is kind of the Wikipedia definition. But what that really means, is that we're trying to match our content, whatever that content may be, with a specific query, or search query, right? And what we're talking about specifically, is, I'm gonna walk over here,. Get out of the range of the camera. We're talking about this free area, right? This is called natural or organic list-ins. Everybody familiar with that part of it, right? This is what SCO does. When you're optimizing your content, you're trying to show up here, hopefully in the number one position, like Fire Engineering does for this query, firefighting training drills. As opposed to paying some, Google, a certain amount of money to advertise on that right rail, okay? Not that there's anything wrong with that. You really want to have a combination of these two things in specific areas, as Diane said, depending on what your goals are. 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? Drive a conversion of some sort. That may be branding, it may be an action of whatever. So really what we're doing is we're with SEO, you're taking a traditional stance on websites, you know, which. Gosh, I mean, it goes all the way back to 1996, right? It's not that old. But historically what would happen, somebody would hit your website through branding or whatever, they'd go to the homepage and this is the graph on the left. They'd go to your homepage and they'd navigate down maybe three levels to where they find that firefighting drills page. And then that's the information they're looking for, right? Well it does, see, what it does is it flips that over. So you got people coming in through your home page. That's fantastic. But really, you're trying to match it and say look, I did this clearly for fire fighting drills and guess what, I want to hit that page because that's what I'm interested in, because you know what? I just don't have time to necessarily spend 20 minutes on a web site. Right? As well as its architected out, some people want to just get that information and move on. Okay? So, why should I care? Right, you know. Basically, it comes down to user behavior. As I think David mentioned or Diane as well, and Mark too, you know you want to make sure that we're following the user behavior. This is why it's important. So essentially, we want, as Pennwell, we wanna provide content to our audiences in the way that they want it. And in a form that they expect it, whether that be a mobile app or whatever. As merchants or people who are putting out products and, and different things,. You want provide that content or that product in the form that your users are expecting it to show up. Okay, so for example a few content channels, In pen well world, you know, we look at parent events, email, and Indus letters, websites, search of course, social media. And mobile, because that's where our audiences are going. So, audience behavior, why is this really important? Diane gave me a challenge of how I could incorporate Doctor Evil from Austin Powers into a presentation. So I was able to get it in with 131 billion quires a month. Everybody's seen Austin Powers. Okay. Well, I'm the only nerd here. [LAUGH]. So, but this is important, you know, when you think about this. A hundred and thirty-one billion queries worldwide. You know, that's a big impact on what people are doing. Google actually has over 80% of the market share in the US with 13.6 billion queries a month. That's a lot of activity. So everybody follow me when I say what a query is? When you go into Google and you type something in, that's a query. That can be a one word, two word, three word, four word, five word, whatever, right? That's a query. 13.6 billion queries a month. So what's really cool is that again, for a geek like me, you can start to get into the analytics of these things and look at the audience behavior, because. You again want to push this exact content out to the audience to get a conversion right? So you can see what these queries are doing and get their intent. So not only what they're searching for but knowing what their intent is in the life cycle. And there's great tools that allow you to see what these insights are, in order to get these insights and see what the oddest behavior is. Have any of you used to free Google keyword tool? I highly recommend this tool. It's free. Just go to Google. Do a query for Google keyword tool. Click on the link. It's awesome. So once you're there you can do a clay, a search. In this case I did a search for fire trucks. And firetrucks for sale, right? Again, I'm going to walk over here. If you search for firetrucks, remember I'm talking about intent, we don't really know what this end user's doing at this point. They could be looking for an antique fire truck, they could be looking for a fire truck for sale, they could be looking for pictures of fire trucks. Who knows? It could be my son online. I want to see cool firetrucks. Alright. We, that may not be a keyword you want to target, because it's so broad. But then we you start going down into fire trucks for sale, you start to see a little bit more of the user intent. When you get further into here, specifically, used fire trucks, or Pierce fire trucks. Anybody here from Pierce? Okay, giving them a little free promo here, but. If I'm a dealer, and I'm, and I'm selling fire trucks, new or used, what's my money query? Could look at the global searches and the local searches here. If I'm specifically a Pierce dealer of some sort. Used fire trucks for sale. Pierce fire trucks. Pierce fire trucks. Pierce fire trucks for sale. This gives me an idea of how much queries are happening in google, on an average every month. So I wanna make sure that I rank especially for pierce firetrucks for sale, pierce fire truck dealers and used pierce firetrucks. Because even though this number may be 46, the intent is that I am gonna make a sale. I'm gonna get a conversion here. Chances are much higher than you ranking for fire trucks. So is it great to rank number one for fire trucks? Yeah. Does it really tie in with your goals? Probably not. You want to start targeting it down. Work with your SCO guru or go into the tool, do it yourself. It's good stuff. This just kind of highlighted some of those. Okay? So why is this significant? We start talking about the whole user behavior and everything else. Well, it's significant because 50% of users go to search to find information. When people go online, 50% go to search first. Before they think of your brand, before they do anything. Using the Pierce example, they may know Pierce sells fire trucks. They may even know the dealer. But they're looking for specific information. So they may type in Pierce as a brand name piece. Oh yeah I saw that great ad on one website or another about Pierce Fire Trucks. Well okay so they might type in Pierce Fire Trucks and go there right? With the other side of it, they may say well, let's just see what's out there. We'll see what used fire trucks are out, right? That's why you want to make sure that you're ranking well. The remaining 50% are divided between bookmark links and direct access. That's why it's really important not just to focus on one media channel, like search, you have to make sure that you're covering your bases across all the different areas. Right, so because of this user behavior, Penwell has made the investment to, focus on SCL. And you can see the results over, 2006 we've had 170% increase in our visibility, trafficking, and branding because our goal specifically are very broad. Right? We wanna get people to our website to find our concept, but we all wanna get exposed brand, ex, expanded branding as well. All right? And visibility in that engine. Okay, so [COUGH] let's talk just a moment about branding and long tail. Long tail is kinda another geeky term. I don't know how many of you are familiar with long tail queries? ...And stuff, I got a couple, awesome. Needed to have lunch and geek out. Essentially what we're looking at here, I think Diana mentioned the fact of having this brand impression in your mind, right? So let's say you visited a couple websites over the last couple months and you see these ads about a new Ford truck... Of some sort. Well, fantastic! You may not actually have an action at that point in time, but later on again, man, I need, I need a new truck, my truck's dead. Oh, yeah, we'll see what's out there. Ford trucks or Pierce firetrucks or whatever. That's where in this case a snapshot from our analytics on some of the, on the left. ...Is branded right? They may even know our website is fire engineering dot com, but they're still going to google and typing in fire engineering, or pulling up. That's a brand in piece. That other long tail action type stuff that's happened before. The other part of this is long tail relevant queries. And that's tied in directly with your content... I've got this fantastic content, I'm trying to sell a used firetruck, there it is. Or in our case, firefighter training ideas, firefighter training props. I wanna send that page up in the results so the person that's looking for it has the information straight away. Okay? So, let's talk just a minute about ranking. Now,. In order to get a website to rank is fairly complex, ok? But I'm just going to break this down in to a few simple areas just to give you some ideas. So, you don't wanna mix, necessarily, put all of your marketing dollars in to one basket, if you will. Google's definitely an important part, player to be involved in. I found this great survey from, comScore. So I'm gonna read verbatim actually. Exposure to organic search results, paid search results and online display advertising and the combinations there of experience both measurable improvements in their perceptions of the brands as well as anticipated interactions. The money part of this is the fact that the combination of these different types of marketing channels. Gets a higher value for your end users. And here's some examples. In this case Bullocks with a banner ad versus organic versus a paid ad on the right side. So in aggregate 35% lift in brand recognition and a 73% lift in likelihood to purchase if you're doing organic. If you rank organically in search as well as have a paid search advertising going on, so you just have to get the right keyword queries and then make sure that those things match up. You can expect a huge increase in your performance. So in this case, due to search for fire extinguisher training,. We've got live fire, you know, the bullets coming up organically and then on the right side as well. They should be able to expect a 35% increase in brand recognition. Basically, this is complementing PPC or paid search advertising in Google. So online display advertising is effective in producing brand left. But makes a significant and strong contribution when combined with search engine results. So again, you're looking at the combination of saying display ad on any of your media partners as well as making sure that you rank in organic. Alright, so again, think of your campaigns cohesively. As a marketer you want to make sure that your appearing in organic, PPC, display, print, email, and social. Because people click on what they know, right? Even if they don't know it. Okay, few more slides here. Promise, just a quick mention about social media. How many of you are active in social media at this time? Okay how many of you have seen Salad RLI. Okay excellent. Most people don't know what the RLI from social media is. It's very tricky at this point in the game, right, to do a whole presentation on RLI as far as in terms of. Traffic versus indirect information and how you interact with your users and building that branding essentially, and that trust between them. So just a quick mention here, on Facebook, for example, there's 500 million members on Facebook worldwide, and over 50% of those folks log on daily. Many of them are going in through mobile. Right? I can't remember the last I actually went on Facebook through my PC. Just don't do it. I got the app. This is where I'm at. So it's important that you have a presence out there and I had a conversation at the beginning of this presentation actually, before the presentation, about well, how do you, how do you deal with these folks? You know, you get random posts out there. Well that comes down to some policies and everything else, and again, another presentation. But the point is that social media gives you an opportunity to interact with your clients and to find out their feedback, right, especially when we look at how many people are actively using it. 75% of all US internet households are active in social media. That's important, user behaviors changing, okay. The connection we search is that social media Google, especially in Bantu recognize that social is a very important aspect and they're looking at it as ways of ranking. So, some of the recent search engine changes and the algorithm changes have been around social media. Right, it's great because you get link distribution. You've got these things called social search and things will pull up in real time from Twitter and everything else, so you've got to come up with a comprehensive strategy and how you handle social media, search, and display advertising. OK, in summary. Finally, right Ted's like woohoo. [LAUGH] You guys probably are too, right? Be aware of audience behavior. Diversify your campaigns. Become active on SEO and social media, and pay attention to your analytics. Because honestly, if you're not looking at your analytics, you really don't have any idea on how you're interacting, on how your audience is interacting with your content. Right, whether that's social or paid search or organic search. Okay, that's it. >> Thank you.