search engine marketing - dead and buried? click asia summit 2011

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


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


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?


• Over 145 million registered users•More than 55 million tweets per day•Tweets displayed in SERPs of Google and Bing




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




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


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


Google Real Time Search

The Threat From Google Algorithm Changes

1. Reputation management2. Possibility of showing

inaccurate results.3. Real time spam

Perceptions


Google Real Time Search

The Good In Google Algorithm Changes

Content marketing to play an important role


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

search engine marketing - dead and buried? click asia summit 2011

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