How Search Beats Social Media for Visibility

SEARCH BEATS
SOCIAL WITH A
BIG STICK
How to achieve world domination with SEO and Paid Search

© Copyright 2012 Beyond. All rights reserved. Private and
Confidential

Who
am I
Obligatory slide !

Judith Lewis
Head of Search at Beyond, part of Next15

➡ Got on the Internet in 1986 at my school lab
➡ Working online with search since 1996
➡ Paid & Natural Search – all aspects
➡ Worked inhouse within eCommerce, Publishing & High Tech
➡ Have worked with Google (SEO for product sites), Orange, COI, NatWest/RBS,
National Gallery, CIPD, Fidelity, GalaCoral, NBC Universal, Readers Digest,
Bayer, Virgin Trains, Family Search, Amadeus, AMD, AmEx & more
➡ Chosen as a founding Modern Muse, contributed to a book on promoting
websites, judge of the UK Search Awards, one of the SEO Chicks

... and blog at MostlyAboutChocolate(.com)


What this
will ➡ How Search fits into a social world

session and how we know it still rules

cover ➡ Ten top SEO tips you aren’t allowed
to share

➡ Cutting off your tail will make you
bleed out

➡ How to kill Panda and Penguin


HOW SEARCH
FITS INTO A
SOCIAL WORLD
AND HOW WE
KNOW IT STILL
RULES
Confidential

sharing is at the heart of the consumer
journey

Pre Purchase CONSIDERATION ACTION/
Share of search; brand PURCHASE
evaluation attributes Conversion; Traffic

AWARENESS ENJOY USER
Share of conversations
conversation on product
performance

ADVOCATE BOND
Recommendation Engagement
Post Purchase


influence scores by channel & product
category


the 7 types of social sharer


how people share online

Social Media is 21st Century “Word of Mouth”


where 7 types of sharer share


TEN TOP
SEO TIPS
YOU AREN’T
ALLOWED
TO SHARE
Confidential

CUTTING
OFF YOUR
TAIL WILL
MAKE YOU
BLEED OUT
Confidential

long tail for google

“The surprising thing about The Long Tail is
just how long the tail is,
and how many businesses haven’t been
served by traditional advertising sales”

Said Eric Schmidt, Google CEO in 2005, when
describing Google strategy to Wired referring to the
ads market

If Google relies on the long tail, so should you!


sizing up the long tail search traffic

➡ Top 100 terms: 5.7% of the all search "This means if you had a monopoly over
traffic
the top 1,000 search terms across all
search engines (which is impossible),
➡ Top 500 terms: 8.9% of the all search you’d still be missing out on 89.5% of all
traffic
search traffic"

➡ Top 1,000 terms: 10.6% of the all search
Source: Experian Hitwise Blog ,Bill Tancers post,
traffic
Sizing Up the Long Tail of Search

➡ Top 10,000 terms: 18.5% of the all
search traffic

Confidential

HOW TO KILL
PANDA AND
PENGUIN
Confidential

panda
“designed to reduce rankings for low quality sites”

➡ Originally not algorithmic
➡ Contentbased
➡ Original content
➡ Updated regularly
➡ Substantial
➡ No cheating or shortcuts

http://fc05.deviantart.net/fs17/f/2007/210/f/8/Dead_Panda_by_Nocty.jpg


Penguin
“designed to punish pages that have been
spamming Google”

➡ Links devalued (Panda 3.5) ➡ Algorithmic update (Penguin 1.1)
➡ Removed huge numbers of spammy link ➡ Keyword stuffing don’t
farms, article syndication sites and related ➡ Link schemes don’t
poor quality link sites ➡ Cloaking, “sneaky” redirects or ‘doorway”
pages don’t
➡ Purposeful duplicate content also Panda
issue

http://fc04.deviantart.net/fs70/f/2011/007/9/5/dead_penguin________by_funny_dog5-d36mf71.png

Confidential

SOCIAL,
SEARCH &
THE
FUTURE
Confidential

top findings
line
➡ People who create content through social ➡ Prior research (NPS etc.) established a strong
media are nearly three times more likely to link between profitability and
recommend a product compared to people recommendations
who share low amounts of content
➡ Talking to friends and family had more
➡ High Sharers were 41% likely to recommend influence on purchasing decision than all
the product compared to Low Sharers who other channel besides search
were only 14% likely to do the same
➡ People who research high involvement
➡ 36% of High Sharers stated that they are products are more concerned about quality,
loyal to their favourite brands compared to while people who shop for low involvement
25% of Low Sharers products are more concerned about product
image


actions taken after online interaction


future of search

Source: SEOmoz http://www.seomoz.org

social media changing search results


oto insights eyetracking study


any
question
s?

you
can
stalk me
online...
Twitter: @JudithLewis
@MostlyAboutChoc
LinkedIn: http://uk.linkedin.com/in/judithlewis
Google+: https://plus.google.com/stream#117564004595435401158
Work: http://www.BYND.com
Personal: http://www.decabbit.com
SEO Blog: http://www.SEO-Chicks.com
Chocolate Blog: http://MostlyAboutChocolate.com

and the list goes on !

THANK
YOU
for your tim

e
contact us
Judith Lewis
Head of Search

judith.lewis@bynd.com


How Search Beats Social Media for Visibility

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