solomo + google (solomo thursday singapore)
Post on 17-Oct-2014
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Rachit Dayal from Happy Marketer presents at SoLoMo Thursday on 23rd August 2012 organized by TechSailor. He talks about how Google has been adapting to the Social-Local-Mobile (SoLoMo) revolution, and how marketers can change their strategies in SEO (search engine optimization), Google AdWords and Google Analytics to improve their SoLoMo marketing.TRANSCRIPT
Rachit Dayal | Happy Marketer | SoLoMo + Google
SoLoMo + Google
Rachit Dayal, Managing Partner – Happy Marketer
New SEO, AdWords & Analytics Strategies
Rachit Dayal | Happy Marketer | SoLoMo + Google
Agenda
Rachit Dayal
Google’s DNA Shift
Search Optimization
Google AdWords
Google Analytics
Next Steps
Rachit Dayal | Happy Marketer | SoLoMo + Google
Rachit Dayal• Managing Partner, Happy Marketer
– Lead Consultant on all for Happy Marketer– 12+ years of Web experience,
• SEO – Over 50 websites optimized• SEM – $500,000 spend managed • Conversion – $5 million of online sales • Websites – 11+ years of experience
– Singapore’s first Google Certified• AdWords Professional (Jan 2006)• Analytics Professional (Mar 2009)
Rachit Dayal | Happy Marketer | SoLoMo + Google
Rachit Dayal
Rachit Dayal | Happy Marketer | SoLoMo + Google
Google’s Worries about SoLoMoThe Factors DNA & Values
Rachit Dayal | Happy Marketer | SoLoMo + Google
The New Search Engine Result Page
Rachit Dayal | Happy Marketer | SoLoMo + Google
Search Engine Optimization + SoLoMo
Maps & Location Results
Getting Featured in Mobile
Google+ & Authorship
Rachit Dayal | Happy Marketer | SoLoMo + Google
Google+ Author Connections
Rachit Dayal | Happy Marketer | SoLoMo + Google
Getting Featured in Mobile Search• 38 percent of residents own a smartphone.• 82 percent of smartphone users use a search
engine at least one time per week.• 88 percent of smartphone users notice ads
on a smartphone – – 41 percent on search engines; – 46 percent in an app; – 25 percent on a retailer website; – 20 percent on a video website; – 27 percent while watching a video; – and 47 percent while on a website.
• 75 percent of smartphone users watch video; 26 percent watch at least one time per day.
• 79 percent of smartphone users visit social network; 54 percent visit at least one time per day.
Rachit Dayal | Happy Marketer | SoLoMo + Google
Maps & Location Results
Rachit Dayal | Happy Marketer | SoLoMo + Google
Google AdWords + SoLoMo
Sitelinks for Social Assets
Location Extensions
Mobile Web & App Ads
Rachit Dayal | Happy Marketer | SoLoMo + Google
Sitelinks for Social Assets
Rachit Dayal | Happy Marketer | SoLoMo + Google
Location Extensions
Rachit Dayal | Happy Marketer | SoLoMo + Google
Mobile Web & App Advertising
Rachit Dayal | Happy Marketer | SoLoMo + Google
Google Analytics + SoLoMo
Maps & Location Results
The push to “+1”
Google+ & Authorship
Social Signs instead of Links
Rachit Dayal | Happy Marketer | SoLoMo + Google
Social Engagement: Track Social Activities
Rachit Dayal | Happy Marketer | SoLoMo + Google
Geo Reports: Measure Local Impact
Rachit Dayal | Happy Marketer | SoLoMo + Google
Mobile Analytics for Sites & Apps
Rachit Dayal | Happy Marketer | SoLoMo + Google
Multi-Channel Funnels for this Complex World
Rachit Dayal | Happy Marketer | SoLoMo + Google
Next Steps
SEO: To Do List
AdWords: To Do List
Analytics: To Do List
More Training
Rachit Dayal | Happy Marketer | SoLoMo + Google
Next Steps: SEO
Social• Google+ Profile
(Personal & Business)
• Use the “Author” tag
• Get +1 and Tweets
Mobile• Submit a Mobile
Sitemap & test• Develop mobile
friendly sites
Local• Create Google+
and Google Places• Get reviews on
your Maps Listings
Rachit Dayal | Happy Marketer | SoLoMo + Google
Next Steps: AdWords
Social• Include sitelinks
to your FB, Youtube & Twitter accounts
• Advertise on YouTube with pre-roll, banner and in-video ads
Mobile• Create mobile
search & site specific campaigns / ads
• Advertise on mobile apps and measure ROI on downloads
Local• Create Location
Extensions for your campaigns
• Analyze local campaigns for traffic & conversion signs
Rachit Dayal | Happy Marketer | SoLoMo + Google
Next Steps: Analytics
Social• Set up Facebook
and Twitter sharing
• Tag all URLs coming from social campaigns
Mobile• Separate profiles
for mobile websites• Set up event
tracking for mobile apps
Local• Analyze local traffic
with geo report• Track Google
Places, FourSquare etc stats
Rachit Dayal | Happy Marketer | SoLoMo + Google
Next Steps: Training
AdWords (Nov)
Analytics (Aug/Nov)
SEO (Sep)
Facebook (Sep)
Web Video (Sep)
Mobile (Sep)