exploiting search to grow your brand
Download
Skip this Video
Download Presentation
Exploiting Search to Grow Your Brand

Loading in 2 Seconds...

play fullscreen
1 / 34

Exploiting Search to Grow Your Brand - PowerPoint PPT Presentation


  • 276 Views
  • Uploaded on

Exploiting Search to Grow Your Brand. Dean Harvey, Director, Spannerworks. Summary. Marketing models (e.g. AIDA) are not being effectively translated into search strategy which is largely direct response The search buy cycle is influenced by a wide range of factors

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Exploiting Search to Grow Your Brand ' - daniel_millan


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
exploiting search to grow your brand

Exploiting Search to Grow Your Brand

Dean Harvey, Director, Spannerworks

summary
Summary
  • Marketing models (e.g. AIDA) are not being effectively translated into search strategy which is largely direct response
  • The search buy cycle is influenced by a wide range of factors
  • Attention and interest are increasingly formed in communities
  • These communities are making an impact on search experience
  • Developing content into emerging channels can also help SEO
  • The long ‘tail of search’ can deliver more return in the long run
slide3

Three out of four travel buyers use a search engine before buying

  • One out of two online purchases is preceded by research on a search engine
  • Three out of four travel buyers used a search engine before buying
  • Travel buyers averaged 6 search terms before making a purchase

Source: DoubleClick, Search Before the Purchase, Feb 05

drivers
Drivers
  • Technology is embedded into social behaviour
  • Power shifts from institutions to communities
  • Marketers are having to relinquish control
  • Spaces between digital marketing & traditional communications
slide7
“Search delivers receptive audiences looking to interact with your brand. If your business is not utilising this vital tool to its maximum potential, your customers’ online journey to your brand will have ended before it has even begun.”

Source: IAB ‘Search and your brand’

uk paid search 79 annual growth
UK Paid Search: 79% annual growth

£m

Source: Internet Advertising Bureau / PricewaterhouseCoopers

demand will outstrip inventory
Demand will outstrip inventory
  • Total UK online advertising expenditure in 2005 has grown 65.6% year on year to nearly £1.4 billion
  • Internet advertising\'s market share is now 7.8%
  • Where does another year’s growth at this rate leave your SEM strategy?

IAB/PricewaterhouseCoopers (PwC) and the World Advertising Research Centre (WARC).

slide11
"We sold more books today that didn\'t sell at all yesterday than we sold today of all the books that did sell yesterday.“
how search helps leverage the long tail
How search helps leverage the long tail
  • Tail data can help formulate content strategy
  • Mine your search term data
  • Measure over weeks, not days
  • Evolving content will help develop your natural search visibility
opportunity in search
Opportunity in search

90% traffic from generic terms, 10% from tail

12.7% annual increase in visits

90 of the booking value is from tail terms
90% of the booking value is from tail terms
  • ‘Best Western dean court hotel’
    • 200% annual increase in visits
    • 14.8% conversion rate
  • ‘hotels’
    • 3466% annual increase in visits
    • 0.79% conversion rate
hotels cities towns seasons events
Hotels, cities, towns, seasons, events
  • Search term analysis drives content strategy
  • A million visits in a year from natural search
  • Leveraging the tail
variations on easter break gained high visibility
Variations on Easter break gained high visibility
  • ‘Easter break’ Achieved a 2nd place ranking
  • Delivered 1000+ visits
what does this do to my visibility
What does this do to my visibility?
  • 151% increase in top 10 search engine positions
websites are more important than tv
Websites are more important than TV?
  • Websites collectively more important than TV advertisements in seven out of 10 product/service categories
  • % of respondents who cited websites as the greatest influence in their purchase decision:
  • 46% of Travel buyers
  • 27% of Auto buyers
  • 22% of Telecom buyers
  • 21% of Credit Cards/Banking Account openers.

Source: DoubleClick Touchpoints III, July 2005

slide24
How does social media affect my customers search journey?

In a Market Sentinel survey of ACNielsen’s top 50 UK grocery brands, it was found that 40% of them had critical or negative commentary in the top 10 Google results

does social media have a disproportionate influence in search experience
Does social media have a disproportionate influence in search experience?
  • New blog added every 7.4 seconds
  • Popular blogs attract links within the community
  • Content is regularly updated
  • Use RSS to increase accessibility to info.
  • Many blogs outrank brands
consider the whole picture
Consider the whole picture
  • Results for "When searching for more information on a product, which of the following would you consult to help make a final purchase decision?"

Source: IAB ‘Search and your Brand’

develop your niche
Develop your niche
  • Integrate your SEM and communications strategies
  • Syndicated content (RSS)
  • Buyer’s guides/product reviews/product information/FAQs
  • User Generated Content, customer reviews
slide28
If you leverage the long tail in paid search, do you do it in natural search?

What is your long-term strategy?

take your content into the tail
Take your content into the tail
  • Lots of search term rich html content
  • Press releases
  • Attractions/locations
  • Syndicated content (RSS)
  • Buyer’s guides/product reviews/product information/FAQs
  • Consumer Generated Content, customer reviews create content
  • Multimedia where appropriate
content syndication rss
Content syndication (RSS)
  • Individualised feeds
  • 100% delivery
  • Consumers in control
  • Bypasses email spam and having to divulge personal info
  • Can be integrated into personalised search ‘homepages’ e.g. My Yahoo and Google
  • Building a syndicated strategy will leverage the tail
search demographics
Search demographics
  • MSN AdCenter launches soon
  • Brings demographics into play
  • You may need to develop content for audience segments to be deep-linked into
strategy
Strategy
  • Search term research – generic through to specific
  • Understanding your brand terms
  • Choose your most effective search terms
  • Track positions, visits and conversions
  • Pages built on high converting terms
wrap up
Wrap-up
  • Marketing models (e.g. AIDA) are not being effectively translated into search strategy which is largely direct response
  • The search buy cycle is influenced by a wide range of factors
  • Attention and interest are increasingly formed in communities
  • These communities are making an impact on search experience
  • Developing content into emerging channels can also help SEO
  • The long ‘tail of search’ can deliver more return in the long run
thank you

Thank you

Dean Harvey

+44792 0273001

www.spannerworks.com

ad