search engine marketing - dead and buried? click asia summit 2011
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1Search Engine Marketing - Dead and Buried- Click Asia Summit 2011
Navneet Kaushal, CEO
Search Engine Marketing
Dead and Buried?
Search Engine Marketing - Dead and Buried- Click Asia Summit 2011
3Search Engine Marketing - Dead and Buried- Click Asia Summit 2011
Major Game Changers in 2009-2010
• Rise of social media like Facebook, Twitter, YouTube
• Introduction of new features like Google Instant, Real Time Search, Google and Bing Social Searches, 7 pack Google Places, rise of Google Local.
• SEO became more difficult• PPC became increasingly intolerant of wasteful clicks• Social Media became an accepted topic of discussion across
organizations.
Outcome
Search Engine Marketing - Dead and Buried- Click Asia Summit 2011
Here are a few reasons behind the perceptions:
• Recommendation by friends or peers will score over search engine results - Like Button Replacing The Link
• Facebook and twitter etc will be preferred as better sources for instant news, expert answers
• People vs. crawlers: It is assumed that eventually personal will take over technical. • Social media as a branding tool is far more effective than SEM.
• More than 500 million active users•Over 700 billion minutes clocked per month• Replaces Google as most visited website in 2010
• More than 2 billion videos watched per day • Every minute, 24 hours of video is uploaded
• Over 145 million registered users• More than 55 million tweets per day• Tweets displayed in SERPs of Google and Bing
Is SMO A Threat To SEO?
Marketers using different methods to fulfill different requirements:
• 34% of the companies cited generation of leads as the primary goal of SEO
• 39% cited selling of products/services/content online as the primary goal of PPC
• 51% of the companies cited branding as the primary goal of SMO
Is SMO A Threat To SEO?
Search Engine Marketing - Dead and Buried- Click Asia Summit 2011
• Over 145 million registered users•More than 55 million tweets per day•Tweets displayed in SERPs of Google and Bing
• More than 500 million active users•Over 700 billion minutes clocked per month• Replaces Google as most visited website in 2010
• More than 2 billion videos watched per day • Every minute, 24 hours of video is uploaded
Search Engine Marketing - Dead and Buried- Click Asia Summit 2011
SMO + SEM
The truth is social media has become a part of SEM. Here is how:
• Google and Bing now use social signals to rank pages (as of now for real-time searches).
• Brand name/personality searches throws up results from LinkedIn, twitter, Facebook etc.
• Corporate use of social sites dominate search results such as YouTube, facebook
• TwitterRank & Retweets to dominate link building.
• Over 145 million registered users•More than 55 million tweets per day•Tweets displayed in SERPs of Google and Bing
• More than 500 million active users•Over 700 billion minutes clocked per month• Replaces Google as most visited website in 2010
• More than 2 billion videos watched per day • Every minute, 24 hours of video is uploaded
Search Engine Marketing - Dead and Buried- Click Asia Summit 2011
8Search Engine Marketing - Dead and Buried- Click Asia Summit 2011
Google Instant (Launched in Sept ‘10
The Threat From Google Algorithm Changes
SEO:
• New Google Instant suggestion box takes much of the space, pushing results down the fold.• Effect on long tail keywords, as user will wait to type the complete keyword.
PPC:
• Impact on impressions and costs • Effect on ads for longer terms
Perceptions
9Search Engine Marketing - Dead and Buried- Click Asia Summit 2011
Google Instant
The Good In Google Algorithm Changes
SEO:
• Better search predictions • Saves time on each search • Better conversion for long tail keywords
PPC:
• 3 conditions under which the impressions will be counted (user click anywhere on the page, click the search button, stops typing)• Positive effect on conversions for long tail keywords
10Search Engine Marketing - Dead and Buried- Click Asia Summit 2011
Google Real Time Search
The Threat From Google Algorithm Changes
1. Reputation management2. Possibility of showing
inaccurate results.3. Real time spam
Perceptions
11Search Engine Marketing - Dead and Buried- Click Asia Summit 2011
Google Real Time Search
The Good In Google Algorithm Changes
Content marketing to play an important role
12Search Engine Marketing - Dead and Buried- Click Asia Summit 2011
Google PlacesThe Threat From Google Algorithm Changes
Click Asia Summit – Presentation by Navneet Kaushal
The Road Ahead: Integrated Marketing
Here are a few trends to look out for:
• Social media increasingly complementing SEO efforts.• Faster and better indexing of social content.• Content marketing to gain momentum.• Tweeting matters.
Click Asia Summit – Presentation by Navneet Kaushal
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