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UNDERSTANDING ONLINE BEHAVIOR & GROW YOUR BUSINESS

UNDERSTANDING ONLINE BEHAVIOR & GROW YOUR BUSINESS. Bill Barnes VP, Business Development Mediative. WHO WE ARE. UNDERSTANDING USER BEHAVIOR. 5. User Behavior. Search is… The connection between intent and content. User Behavior. The 5 foundations of Search Marketing:

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UNDERSTANDING ONLINE BEHAVIOR & GROW YOUR BUSINESS

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  1. UNDERSTANDING ONLINE BEHAVIOR& GROW YOUR BUSINESS Bill Barnes VP, Business DevelopmentMediative

  2. WHO WE ARE

  3. UNDERSTANDINGUSER BEHAVIOR 5

  4. User Behavior Search is… The connection between intent and content

  5. User Behavior The 5 foundations of Search Marketing: Get the Right Message to the Right Person In the Right Place at the Right Time and deliver the Right Experience

  6. User Behavior The 5 foundations of Search Marketing: Get the Right Message to the Right Person In the Right Place at the Right Time and deliver the Right Experience

  7. User Behavior The 5 foundations of Search Marketing: Right Message Right Person Right Place Right Time Right Experience

  8. Search Behavior: Search Patterns on Major Engines Google Live Yahoo Source- Eye Tracking II: Enquiro

  9. User Behavior Search is… The connection between intent and content

  10. User Behavior Search is… The connection between intent and content Intent = Keywords

  11. Semantic Mapping in Search Consumer Reviews Nikon Reviews 5 Megapixel Testimonials SLR Canon “Digital Camera” Kodak Sony Small Size Easy to Use Digital Camera

  12. Digital Camera

  13. “until I find you john irving” Contentmatched intent

  14. “until I find you john irving” Contentmatched intent

  15. Personalized Results • Organic listings 3, 4 and 5 personalized • Study of 16 individuals • Tracked History from a previous session • Provided listings based both on past clickstream and assumed place in buying funnel

  16. Personalized Results • Organic listings 3, 4 and 5 personalized • Study of 16 individuals • Tracked History from a previous session • Provided listings based both on past clickstream and assumed place in buying funnel

  17. The Area of Greatest Promise?

  18. How Important is the Area of Greatest Promise? Enquiro Microsoft Ad Relevance Test

  19. SEO & SEM 26

  20. User Behavior Search is… The connection between intent and content Intent = Keywords

  21. Keywords

  22. Let’s talk about Spiders

  23. 3 Keys to SEO

  24. 3 Keys to SEO • Content

  25. 3 Keys to SEO • Content • Content

  26. 3 Keys to SEO • Content • Content • Content

  27. 3 Keys to SEO • Content Create as much as possible • Content Unlock the content you haveShare it with the world through linking • Content Keep creating more

  28. Content is… • Articles • Blogs • Corporate Info • Images • Video • Press Releases • Podcasts • Webinars • Whitepapers • Microsites • Promotions

  29. 3 Keys to SEM

  30. 3 Keys to SEM • Test

  31. 3 Keys to SEM • Test • Test

  32. 3 Keys to SEM • Test • Test • Test

  33. 3 Keys to SEM • Test You’re your targeting • Test Your ad copy and landing pages • Test Keep testing

  34. Paid Search Best Practices • Understand your target market • Attract a qualified audience • Coach the click • Allow visitors to convert in a way that is natural to them • Monitor performance to enable continuous improvement • Write ad copy to match intent • Use keywords (remember semantic mapping) • Test different ad copy • Landing Pages match the ad

  35. Top 10 Mistakes… • Not understanding intent • Not using the same language as your target market • Basic optimization not done (SEO) • Landing pages too generic or not giving the user what they want. • No Analytics or not capturing the right information (i.e. cookies not set to buying cycle)

  36. Top 10 Mistakes… • Broadly defined ad-groups • Set it and forget mentality • Focused on click metrics instead of conversion metrics • Not doing day-parting and geo-targeting • Big 3 blindness

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