Paid Search and Web Analytics - SEO Part 2
- 1. Part 2 : Paid Search and Web Analytics Michael Carney , Strategic Planning Director, Media Counsel Author, Trade Me Success Secrets Blog : http:// mediacounselblog.co.nz
- 2. 80% Natural
- 3. Source: eMarketer Dashboard, September 2009, 2.Hitwise, June 2009 Data is based on four-week rolling periods (ending Oct. 3, 2009, and Aug. 29, 2009) from the Hitwise sample of 10 million U.S. Internet users. Longer search queries, 4-8+ words, have increased up to +72% between June 2008 and Sept 2009. Shorter search queries - those averaging one to two words long - have decreased up to -23%. Subject June 2008 Sept 2009 Year Over Year % Change One word 32.42% 24.32% - 25% Two Words 29.92% 23.55% - 21% Three Words 19.24% 20.52% + 1% 4 Words 10.16% 13.69% + 35% 5 Words 4.60% 7.99% + 74% 6 Words 1.79% 4.30% + 240% 7 Words 0.96% 2.33% + 243% 8+ words 0.89% 3.35% + 376%
- 5. A. Browse
- 6. Browsers more likely to respond to “natural” search results
- 7. For Browsers: Focus on SEO
- 8. B. Window Shopping
- 9. Close to a purchase decision, but ...
- 10. Descriptive Terms Work Well BEST! CHEAPEST! REVIEW
- 11. Try To Convert Them * * Limited Time Only
- 12. C. Buy Now 70-inch Sony Bravia LCD TV
- 13. They’re Ready To Buy Tempt Them With Hot Offers
- 14. IAB New Zealand Online Advertising Insight Q3 2009 IAB Australia Online Advertising Expenditure Report March 2009 IAB UK Fact Sheet: Online adspend - H1 2009 M A R K E T M A T U R I T Y
- 15. Source: Comscore qSearch, Searches for August 2009 209 MILLION Monthly searchers on Google Sites in New Zealand
- 16. Clothing & Retailers (3.7 million keyword opportunities across top 40+ terms; New Zealand; June 2009) Search Volume Searches for Products 96% 3.7 million opportunities to speak to customers in June 2009 Source: internal Google tools
- 17. Indexed Query Volume: Jan 07 = 100 Query Volume in Key Categories (weekly query volume index, New Zealand, Jan 07 =100) Monthly Query Volume Growth (year on year, New Zealand) Source: internal Google tools
- 18. Total: 3,220 respondents (400 per category) Source: ACRS “The Internet’s Role in Offline Purchase Behaviour”, Jan 08 & Feb 09 1 in 3 for: Clothing Entertainment (incl Books) 1 in 2 for: Beauty & Skincare Soft Homewares Toys Consumer Electronics Furniture 2 in 3 for: Computers & Gaming
- 19. 81% of internet users enter websites via a search engine Source: Forrester Research Inc., “UK Internet User Monitor”
- 20. 7 Search Tips
- 21. 1. Watch The Clock
- 23. 3. Use Long Tail Keywords
- 24. 4. Go Negative
- 25. 5. Think (Anti) Seasonal
- 26. 6. Words Really Matter
- 27. 7. Use the free Google Tools Keyword Tool Search Query Performance Reports AdWords Editor Dynamic Keyword Insertion Tool
- 29. Google Confidential and Proprietary 3 Am I creating effective content? How do I improve site interaction? How can I make my marketing campaigns more effective & accountable? How are users engaging with my site? Where and why are visitors abandoning my shopping cart?
- 30. Print Ad PR Mention Search Campaign Launch
- 31. Promoted Videos Ads Advertisers bid on these positions Organic “Natural” Search Results Cost free; results are based on YouTube ranking algorithm of relevance to search query