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  1. Search and Sociability in 2010 Leveraging Search and Social Media for Targeted Lead Generation Lunch-and-Learn Seminar Series

  2. The behavior of search

  3. 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. 1. The behavior of search

  4. What are people doing online? The behavior of search Online activities by percentage of all American adults (including both internet users and non-users)

  5. 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 70 60 50 40 30 20 10 0 Visit social Surf web for Research Check Check Online Email networking fun hobby weather news search site

  6. Google Dominance The behavior of search

  7. Why Google? Quality of Results Intuitive Use Rapid Social/Mobile Adoption Functional/Logical extension of Memory Rapid Reference Trustworthy The behavior of search

  8. 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

  9. Google ranking algorithm composition 5% 6% 24% 7% 15% 22% 20% The behavior of search Components of Google's Ranking Algorithm (According to 72 SEO's Surveyed for SEOmoz's Biennial Search Ranking Factors) Social Graphic Metrics Traffic + CTR Data Trust/Authority of the Host Domain Registration + Hosting Data On-Page Keyword Usage Link Poppularity of the Specific Page Anchor Text of External Links to the Page

  10. How does Google evaluatea trustworthy website? The behavior of search mozRank ext. links mozTrust domains linking external mozRank domain mozRank

  11. 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

  12. 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

  13. 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

  14. 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

  15. Perfect keyword targeting

  16. 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:

  17. 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

  18. Increase Link Equity The behavior of search

  19. Accessibility

  20. Specificity Standout in SERPs for primary key phrases (SEO, PPC, Google Maps) Accessibility

  21. Position Matters Eye Tracking Research removes all positions get the most clicks and targeted traffic Accessibility

  22. 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 Accessibility

  23. 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. Accessibility Here are some of the findings from the study:

  24. Sociability

  25. 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 Sociability

  26. Tools of the Trade Su.Pr Trendistic Google Trends Sociability

  27. 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) Sociability

  28. Share-ability

  29. 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 Share-ability

  30. Search-ability

  31. 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 Search-ability

  32. 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 PPC You should probably concentrate on those first Share-ability • 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

  33. 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 Share-ability

  34. 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

  35. Thanks Special thanks to all of the attendees at “Search and Sociability in 2010” seminar.

  36. Arigato Gozaimasu Charlie Ellis 443-812-0154