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- 1. Search Engine OptimisationGuardian Future of Advertising 2009
- 2. What are searchengines, why are they important?
- 3. The School ofInformation Management and Systems at the University of California-Berkeley calculates … Five exabytes of new information - roughly five billion gigabytes - was created in 2002 alone. Five exabytes is like half a million libraries as big as the Library of Congress print collections. Almost 800 MB of recorded information is produced per person, per year: if stored on paper, that would take up about ten metres (30 feet) of books. http://www.sims.berkeley.edu/research/projects/how-much-info-2003
- 4. Yahoo! = 20 billion items in 2005 over 19.2 billion web documents 1.6 billion images over 50 million audio and video files Source: 2005 http://www.ysearchblog.com/archives/000172.html
- 5. Google = 50,000,000,000 items? and we all expect instantaneous results and growing
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- 7. New website visitorswhich come from a search engine. (Forrester) 73%
- 8. What search enginesdo people use?
- 9. Search experiences Research/Info (Google, Yahoo, BING) Commercial (Ebay, Amazon, Rightmove) News (Google News, Technorati, Digg) Entertainment (YouTube) Friends (Facebook, BEBO, LinkedIn)
- 10. They did useall of these:
- 11. But now theymostly use:
- 12. HOW MUCH MARKET SHARE (SEARCH REFERRALS) DO YOU THINK GOOGLE HAS ?
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- 14. “ People alwaysmake the assumption that we're done with search. That's very far from the case. We're probably only 5 per cent of the way there. We want to create the ultimate search engine that can understand anything ... some people could call that artificial intelligence.” Larry Page, Google
- 15. “ Google's missionis to organize the world's information and make it universally accessible and useful.” Cue scary music & dim lights
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- 22. The web isgetting more densely packed 6% of all web traffic was received by Google Arbor Networks 2009
- 23. So as theway we interact with the world and the media has changed, and continues to change, how has advertising kept pace?
- 24. Offline Ad SpendMoving Online Internet Usage Still Growing New Content Forms New Devices
- 25. Online > NationalNewspaper Advertising UK online spending at £2.016bn 11.4% of total advertising revenues IAB 2006
- 26. Online > TVAdvertising 2009
- 27. During the firsthalf of 2009, online accounted for 23.5 %of overall ad spend within the U.K. £1.75 billion TV advertising accounted for 21.9 % in H1 PricewaterhouseCoopers, IAB U.K. World Advertising Research Centre
- 28. The Crunch Intough times habits change Bargain hunters More clicks less conversions Browsing not buying
- 29. Bargain hunting throughthe credit crunch saw a surge in coupon and voucher related traffic
- 30. Online Lead Generation(B2C) Report 2009
- 31. What is searchengine optimisation?
- 32. “ Search engineoptimization (SEO) is a set of methodologies aimed at improving the visibility of a website in search engine listings.” wikipedia.org/wiki/SEO
- 33. Search engine optimisationis not considered bad by Google… … but some search engine optimisation techniques are. http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35291
- 34. Search Engines areevolving Web technology is evolving Search engine optimisation is about considering how the two interact.
- 35. That differs fromPay per click ( PPC ) is an advertising model…where advertisers only pay when a user actually clicks on an advert to visit the advertiser's website. http://en.wikipedia.org/wiki/Pay_per_click
- 36. Pay per clickadvertising is how Google makes its money. It pays for the services provided by Google for free that we may sometimes take for granted.
- 37. In case youwere in any doubt Organic Pay Per Click Adverts
- 38. What and whyare people investing in search?
- 39. HOW MUCH DOYOU THINK UK BUSINESSES SPEND ON SEARCH ENGINE MARKETING?
- 40. 11 % ofcompanies surveyed are spending more than £ 100,000 annually on search engine optimisation. UK Search Engine Marketing Report 2009
- 41. UK Search EngineMarketing Report 2009
- 42. 15 % ofcompanies surveyed are spending more than £ 500,000 annually on paid search . UK Search Engine Marketing Report 2009
- 43. UK Search EngineMarketing Report 2009
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- 45. John (Nelson) Wanamaker (July 11, 1838 – December 12, 1922) was a much respected and admired United States merchant, religious leader, civic and political figure, considered the father of modern advertising . Wanamaker was born in Philadelphia , Pennsylvania .
- 46. John (Nelson) Wanamaker (July 11, 1838 – December 12, 1922) was a much respected and admired United States merchant, religious leader, civic and political figure, considered the father of modern advertising. Wanamaker was born in Philadelphia, Pennsylvania.
- 47. "I know Iwaste half the money I spend on advertising, the problem is, I don't know which half ."
- 48. Digital has beensuccessful because Modern day web analytics allow us to target advertising messages much more precisely than ever, and to gain comprehensive data on the viewers of ads, website visitors and outcomes of our campaigns.
- 49. TV needs togo online YouTube Insight Not broadcast – two way dialogue
- 50. No one isperfect, but we are getting better The proportion of companies who are tracking paid search ROI effectively has increased from 33% last year to 45% in 2009. For SEO, there has been an even bigger increase, from 20% to 35%. UK Search Engine Marketing Report 2009
- 51. Tracking ROI fromSEO Clicks / visitors Number of sales Value of sales Leads Position (branding) Page impressions Profit margin Lifetime value Telephone calls No tracking 69% 47% 38% 36% 34% 29% 14% 13% 11% 9% UK Search Engine Marketing Report 2009
- 52. Changes in SEOtracking since 2008 UK Search Engine Marketing Report 2009
- 53. Tracking ROI fromPaid Search Clicks / visitors Number of sales Value of sales Leads Page impressions Position (branding) Profit margin Lifetime value Telephone calls No tracking 61% 53% 43% 37% 22% 19% 21% 19% 14% 13% UK Search Engine Marketing Report 2009
- 54. Changes in paidsearch tracking since 2008 UK Search Engine Marketing Report 2009
- 55. Mindshare – abetter way of measuring brand coverage
- 56. Which is goodbecause… UK Search Engine Marketing Report 2009
- 57. How does socialit fit into all this?
- 58. HOW MANY TYPESOF ACTIVITIES CONDUCTED BY YOUR BUSINESS OR EMPLOYEES WOULD YOU CLASSIFY AS 'SOCIAL‘ ?
- 59. It is mybelief that…social media is not a fad… the web is inherently SOCIAL!
- 60. and always hasbeen. Bulletin Boards (1970s) Usenet (1979) Internet Relay Chat (IRC) (1988)
- 61. Social Networking SocialBookmarking RSS Blogging Micro Blogging Forums
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- 63. Social Networking ClubPenguin Bebo MySpace FaceBook LinkedIN SagaZone
- 64. Social Bookmarking Saving,sharing and sometimes voting on things you find interesting.
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- 69. UK Search EngineMarketing Report 2009
- 70. Pause for thoughtON AVERAGE WHAT % OF UPSTREAM TRAFFIC TO WEBSITES COMES ON FROM SOCIAL MEDIA?
- 71. We asked… Wereyour organisation's social media campaigns more or less successful than you expected? Almost half of respondents surveyed don’t know how to assess the success of their social media campaigns.
- 72. Didn’t know ordidn’t care
- 73. 60,000 websites, 74Million Impressions
- 74. “ Despite predictionsthat social media will replace search engines as Internet users’ primary method of finding information online, a breakdown of the numbers shows that isn’t the case.” http://chitika.com/research/2009/social-vs-search/
- 75. Social media stillgenerates massive amounts of content http://youtube-global.blogspot.com/2009/05/zoinks-20-hours-of-video-uploaded-every_20.html 20hrs of videos uploaded to YouTube every minute
- 76. … and morecontent
- 77. What can youdo? Information divulged by individuals via social media channels will increasingly influence search engine ranking algorithms. Ironically - Search engines will increasingly be required to organise those channels.
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- 79. Summary Search continuesto grow as belt tightening demands more transparent media SEO seeing the biggest rise in budgets over the past 12 months Social media can and does support SEO As the internet grows, search engines will get more, not less important. Measurement is a cornerstone of digital advertising.
- 80. Response UK SearchMarketing Report 2009 Almost 900 respondents Online survey in February and March 2009 436 company search marketers 341 supplier respondents SMEs and Blue Chips Range of sectors
- 81. See Dave inthe coffee area or register to download at: www.guava.co.uk/uksem2009
- 82. Accreditations Google AdwordsQualified Company Google Enterprise Partners Google Analytics Partners Omniture Partners Guava are members of: Internet Advertising Bureau (IAB) (Search Council) SEMPO (UK working group) e-consultancy
- 83.