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Search and Sociability in 2010 Leveraging Search and Social Media for Targeted Lead Generation Lunch-and-Learn Seminar Series The behavior of search How do people discover and access websites?

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search and sociability in 2010 leveraging search and social media for targeted lead generation
Search and Sociability in 2010

Leveraging Search and Social Media


Targeted Lead Generation

Lunch-and-Learn Seminar Series
how do people discover and access websites
How do people discover and access websites?

74% of American adults (ages 18 and older) use the internet1 -- a slight drop from the survey in April 2009, which did not include Spanish interviews.

At that time, PEW concluded that 79% ofEnglish-speaking adults use the internet.


The behavior of search

what are people doing online
What are people doing online?

The behavior of search

Online activities by percentage of all American adults (including both internet users and non-users)

search engine usage
Search Engine Usage

The percentage of internet users who use search engines on a typical day has been steadily rising from about one-third of all users in 2002, to a new high of just under one-half (49%).

The behavior of search

Daily Internet Activities

With this increase, the number of those using a search engine on a typical day is pulling ever closer to the 60% of internet users who use email, arguably the internet’s all-time killer app, on a typical day.1 Underscoring the dramatic increase over time, the percentage of internet users who search on a typical day grew 69% from January 2002, when the Pew Internet & American Life Project first tracked this activity, to May 2008, when the current data were collected. During the same six-year time period, the use of email on a typical day rose from 52% to 60%, for a growth rate of just 15%.

% on typical day









Visit social

Surf web for













google dominance
Google Dominance

The behavior of search

why google
Why Google?

Quality of Results

Intuitive Use

Rapid Social/Mobile Adoption

Functional/Logical extension of Memory

Rapid Reference


The behavior of search

trust as an algorithmic interpretation
Trust as an algorithmic interpretation

What is trust and how does Google calculate trust?

Why is trust important to Google?

Google Philosophy says it all

The behavior of search

google ranking algorithm composition
Google ranking algorithm composition








The behavior of search

Components of Google's Ranking Algorithm

(According to 72 SEO's Surveyed for SEOmoz's Biennial Search Ranking Factors)


Graphic Metrics

Traffic + CTR Data


of the

Host Domain

Registration +

Hosting Data


Keyword Usage

Link Poppularity

of the

Specific Page

Anchor Text

of External

Links to the Page

how does google evaluate a trustworthy website
How does Google evaluatea trustworthy website?

The behavior of search


ext. links


domains linking

external mozRank

domain mozRank

can being trustworthy bring you business
Can being trustworthy bring you business?

Think about how you research products and services online.

What factors do we take into account when looking for something online?

First impressions matter

Usability Matters

Endorsement Matters

Build a seamless user experience

The behavior of search

trust targeted leads
Trust = Targeted Leads

There are several rules you can follow to create a trustworthy website, valuable user experience, and efficient conversion funnel.

Be Searchable

Be Accessible

Be Sociable

Be Shareable

The behavior of search

maximize your seo
Maximize your SEO

Five categories to focus on:

Competitive Landscape

On-site Keyword Targeting and IA

The Inherent value of your site

Links: Constantly increase link equity through natural channels

Market Authority: Work to increase the authority of your site within a specific search market

The behavior of search

crack the competition
Crack the Competition

Learn from the strengths and weaknesses of your competition

Analyze their link profile and information architecture – why are they ranking well for primary keywords?

Is their strategy in line with yours?

Segregate the competition based on the metrics Google uses to rank websites

The behavior of search

the perfectly optimized page
The “Perfectly” optimized page

Perfect keyword targeting

(for the complete keyword phrase “chocolate donuts”)

Page Title: Chocolate Donuts | Mary's Bakery

Meta Description: Mary's Bakery's chocolate donuts are possibly the most delicious, perfectly formed, flawlessly chocolately donuts ever made.

Page URL:

flat site architecture
Flat Site Architecture

The behavior of search

Flat site architecture makes it easy to reach any page in the site with just a few links

In deep site architecture many links must be followed to reach content

increase link equity
Increase Link Equity

The behavior of search


Standout in SERPs for primary key phrases (SEO, PPC, Google Maps)


position matters
Position Matters

Eye Tracking Research removes all positions get the most clicks and targeted traffic


page load time
Page Load time

Akamai Technologies, Inc. released key findings from a commissioned study ( conducted by Forrester Consulting on behalf of Akamai examining eCommerce web site performance and its correlation with an online shopper’s behavior.

The most compelling results reveal that two seconds is the new threshold in terms of an average online shopper’s expectation for a web page to load and 40 percent of shoppers will wait no more than three seconds before abandoning a retail or travel site.

In short: PAGE LOAD TIME is critically important


page load time24
Page Load time

47% expect a web page to load in two seconds or less.

40% will abandon a web page if it takes more than three seconds to load.

52% of online shoppers claim that quick page loads are important for their loyalty to a site.

Although this study focused on e-commerce sites, the findings should be relevant to any site owner regardless of the type of site since the results clearly show how big an effect slow load times can have on user behavior.


Here are some of the findings from the study:

sociability key points
Sociability key points

Social Media = An ongoing conversation about your brand

Is your company's voice being heard?

People are talking about you whether you like it or not.

Use tools to monitor your social media channels

You can quantify social media lead generation with effective conversion tracking/optimization and visitor behavior analysis


tools of the trade
Tools of the Trade



Google Trends


trends matter you can see what s coming
Trends matter – you can see what's coming

Your most powerful market research ally

Google Insights for Search

Free tool to confirm centers of demand based on aggregated search engine keyword data

Significant degree of accuracy

Redefining Market Research

Predicting Demand (global and domestic)


about share ability
About Share-ability

The “Read Me” Model

Reason to Return

Engaging User Experience

Aesthetic site architecture

Direct User Benefit

Memorable User Experience

Effective Call to Action


leverage search and social media
Leverage Search and Social Media

Enforce your brand while establishing traffic channels

Own your market across all discussion venues

Blogs matter more than ever

Become an information hub – get leads – guaranteed


don t neglect the fundamentals
Don't neglect the fundamentals

And i f you're Ignoring other Important fundamentals of online marketing. like:

Building a website with a unique value proposition

Creating amazingly useful content that people want to share

Conducting effective email marketing

Finding ways to sca!ably acquire new users & retain existing ones

Leveraging conversion funnels & conversion testing


You should probably concentrate on those first


  • Social media is great for:
  • Connecting with your users (assuming they're already on social media platforms and talking about you)
  • Building another channel for communication, branding & messaging
  • Appealing to early adopters
  • Wasting time on non-business essential communication :-)

But it can't do what search/SEO does:

  • Answer a direct need precisely when it's requested in a scalable fashion
  • Gain Visibility from virtually all Internet users with an Interest in your brand, product, sector, or content at once
let s just be friends
Let's just be friends

Linkedin, Facebook, YouTube, Yelp, and 1300 other social networks...

Prepare for the future of search and social media

Build for your visitors, not for show

Have goals

Be socially worthwhile

Be discoverable and shareable

Be a leader – make friends – be a resource for information, observation, and quality


make it happen
Make it happen

Create a digital marketing strategy designed to achieve specific goals

Determine your budget based on what you stand to gain

Gather as much information about your domain as you can

Find the right people for the job – it's a big responsibility

Ask lots of questions


Special thanks to all of the attendees at

“Search and Sociability in 2010” seminar.

arigato gozaimasu
Arigato Gozaimasu

Charlie Ellis