Leveraging Search

1
Leveraging Search Social MediaBuilding Traffic
to Your Site Using Search Engines Other Tools

• Greg Outlaw
• March 10, 2008
• National Religious Broadcasters

2
Presentation Overview

• INTERNET MARKETING
• Search Engine Marketing (SEM)
• Pay Per Click (PPC)
• Search Engine Optimization (SEO)
• Social Media Marketing (SMM)
• Social Media Optimization (SMO)
• Video Search Engine Optimization (VSEO)
• The Future of Search

3
U.S. Search Market January 2008 Google received
6.1 Billion out of the 10.5 Billion Searches
comScore Media Metrix
4
Global Search Market December 2007 Google
received 41.3 Billion out of the 66.4 Billion
Searches
comScore Media Metrix
5
A Few Stats to Start

• 1.3 Billion People Online1
• 99 of all searches in English in the US occur on
  Google, Yahoo, MSN, AOL and Ask (or websites
  empowered by these search companies) 2
• Less than 3 ever go past page two 3

Sources 1 Computer Industry Almanac 2
GregOutlaw.com 3 comScore Media Metrix
6
Pay Per Click (PPC)

• At an average cost per acquisition of 8.50,
  Internet search was more than twice as efficient
  as the next best marketing channel.

Source October 06 Piper Jaffrey Co
7
The New eCommerce DecadeThe Age of Micro
Targeting
Source October 06 Piper Jaffrey Co
8
Why not just use PPC?

• Only 27.7 of Google Users will click on a
  sponsored PPC link.
• 72.3 of Googles users choose a natural (SEO)
  result rather than a PPC result

9
(No Transcript)
10
AllAboutGOD in 2006

• 10.7 Million Visitors
• Nearly 3 Million Gospel Presentations in 12
  months
• 23,436 People Indicated First Time Commitments!
• At 10 cents per visitor PPC would have cost
  AllAboutGOD 1,000,000 to reach 10 Million
• If we were very generous and agreed that the
  budget required to carry out our SEO marketing
  was 100,000 then PPC, at the very best rates,
  would have cost at least 1,000 more than SEO.

Source AllAboutGOD.com 2006 Report
11
AllAboutGOD in 2007

• 22.7 Million Visitors
• Nearly 18 Million Gospel Presentations in 12
  months
• 104,875 People Indicated First Time Commitments!
• A New Visitor Every 1.5 Seconds
• A Gospel Presentation Every 1.7 Seconds
• A Decision Every 5 Minutes
• 97 of Traffic Driven Through SEO, SMO and VSEO

Sources AllAboutGOD.com 2007 Report
12
What about Pay Per Click?

• Temporary Solution as SEO Ramps
• Short Term Projects
• Rapid Marketing Testing
• Time Sensitive Information
• Fall Back Plan (Disaster Recovery)
• To increase click-thru to SEO results

13
Search Engine Optimization (SEO)

• SEO is at least 1,000 more cost effective than
  the second best Internet marketing channel.

Source Greg Outlaw
14
Some Examples of AllAboutGODs Websites that are
1 on Google.

• Searching Who is God (AllAboutGOD.com)
• Searching Christian Fasting (AllAboutGOD.com)
• Searching Darwins Theory (darwins-theory-of-evolu
  tion.com)
• Searching Forgiving Infidelity (AllAboutLifeChalle
  nges.org)
• Searching Prayer of Salvation (AllAboutGOD.com)

15
SEO Flow of Work

• Web Strategy Business Focus
• Strategic Keyword Phrase Targeting
• Detailed Competitive Analysis
• Kinetic Viral Marketing Link Strategy
• Long Tail Marketing SEO Maintenance
• Extended Logging Web Traffic Analysis
• Proactive Tactical Modification based on Web
  Analytics Intelligence

16
Search Engine Optimization

• A marketing overview of best practices to rank
  multimedia and multilingual content at the top of
  Google, Yahoo, MSN to drive visitor acquisition
  through
• Kinetic Viral Marketing
• Kinetic energy is the energy by virtue of the
  motion of an object. It is defined as the work
  needed to accelerate a body from rest to its
  current velocity. Having gained this energy
  during its acceleration, the body maintains this
  kinetic energy.
• Long Tail Marketing
• Less popular phrases in greater quantities are
  more effective than a few blockbuster phrases.

17
Googles Algorithm Simplified

• SEO is like Football a Battle of Inches
• 65 Links
• 50 Links from Authority Websites (Directories,
  Trusted Sites, Press Releases, etc)
• 50 Topical Links (Non-Reciprocal Links from
  topically relevant websites)
• 35 On Page Factors
• Web Design and Internal Structure.

Source GregOutlaw.com
18
Kinetic Viral Marketing (KVM)

• BEST PRACTICES
• Domain Names
• Content is still King
• Site Structure (Keyword-Rich, Flat Directories,
  Spiderable)
• Code (Optimized with Meta Data)
• Links (Internally Externally Relevant)
• Media (Text/Images, Video, and Audio)
• Syndication (RSS Link to us pages)

19
Multilingual SEO Examples of Our
SitesMathematics is a Universal Language

• http//www.allaboutlifechallenges.org/chinese
• Searching Google China for ????
• http//www.allaboutlifechallenges.org/japanese
• Searching Google Japan for ???????
• http//www.allaboutlifechallenges.org/spanish
• Searching Google Spain for Sobrellevar la
  Depressión
• http//www.allaboutthejourney.org/dutch
• Searching Google Dutch for De Oorsprong van het
  Universum

20
Graph and forecast compiled internally. Sources
Global Reach and SIL International/Ethnologue.
Forecasts 2005 by Global Reach, 2006 - 2009 by
AllAboutGOD.com
21
The Long Tail a.k.a. Zipfs Power Law Probability
Distribution Curve
The frequency of any word is generally inversely
proportional to its rank in the frequency table.
Thus, the most frequent word will occur
approximately twice as often as the second most
frequent word, which occurs twice as often as the
fourth most frequent word, etc.
22
A Long Tail Example
Source MIT
23
A Long Tail Example
Source MIT
24
A Long Tail Example

• Searching Pros and Cons of Prayer in School

25
Long Tail Marketing

• BEST PRACTICES ON SITE
• Keyword Research Tools
• User Generated Content
• BEST PRACTICES OFF SITE
• Media (Video and Audio)
• Syndication (RSS Link to us pages)

26
Social Software Landscape

• Communication Tools - handle the capturing,
  storing, and presentation of communication,
  usually written but increasingly including audio
  and video.
• Interaction Tools - mediate interactions between
  a pair or group of users. They differ from
  communication tools in their focus on
  establishing and maintaining a connection among
  users, facilitating the mechanics of conversation
  and talk.

27
Social Software Landscape Examples

• Communication Tools MySpace, Facebook, Blogger,
  Wikipedia, YouTube, Del.ico.us, etc.
• Interaction Tools Instant Messaging (IM),
  Skype, Internet Relay Chat (IRC), SecondLife.com,
  etc.

28
Social Media Marketing (SMM) and Social Media
Optimization (SMO)

• Marketing Web 2.0-style! SMO is a great way to
  drive convertible traffic and future-proof your
  SEO investment.

Source Greg Outlaw
29
Social Media Marketing (SMM)

• Social Media Marketing (SMM) seeks to achieve
  branding and marketing communication goals
  through participation in various Social Media
• Social Media Networks - MySpace, Facebook, Bebo,
  Hi5, LinkedIn.com
• Social Video Networks YouTube, MetaCafe,
  Revver, Vimeo, AOL Video
• Social Bookmarking WebApps - Del.icio.us,
  Reddit, Digg, Stumbleupon, Flickr, iLike,
  Wikipedia, Squidoo

30
Social Media Optimization (SMO)

• Social Media Optimization (SMO) is defined as a
  way to augment a website so that it can be easily
  connected, linked to, or interlaced with social
  media.
• SMO is a stand-alone service that when
  implemented correctly can not only drive traffic
  in a guerilla marketing fashion but can also
  serve to multiply and future proof your
  investment in SEO.

31
State of the Blogosphere Q4 2006
32
State of the Blogosphere Q4 2006
33
State of the Blogosphere Q4 2006

• 70 Million Blogs Worldwide
• About 120,000 New Blogs Each Day
• Grew from 35 to 75 Million Blogs in 320 days
• 1.5 million posts per day
• Japanese is the 1 Blogging Language at 37
• English is 2 at 36
• Chinese is 3 at 8

April 2, 2007 Technorati
34
Wikipedia 9.5 Million Articles, 256 languages
(2.1 Million in English)
http//en.wikipedia.org/wiki/God
35
Social BookMarking Websites
36
Social Bookmarking Example
http//www.google.com Searching Where is
God? Scroll to the bottom to see the social
bookmarking footer.
37
Social Networking Websites
38
comScore Media Metrix Total US, Homes/Work/Univ.
39
Facebook Demographic Changes
comScore Media Metrix Total US, Homes/Work/Univ.
40
MySpace Example
http//www.myspace.com/allaboutgodandyou
41
SMO Multiplication

• Turning your Audience into an Army on MySpace,
  Wikipedia, De.licio.us, YouTube, Podzinger,
  iTunes, Facebook, Digg, and others.
• User Generated Content
• text, video and audio (on and off site)
• RSS Feeds
• Guerilla Marketing Web 2.0-style

42
AllAboutGOD.net The Christian Social Network

• Multiplication of your teams efforts
• Text
• Images
• Audio
• Video
• Quick Launch using Ning.com
• Audience to Army Bootcamp

43
Video Search Engine Optimization (VSEO)

• VSEO currently is in its infancy it is like
  SEO was in 1997. As such it represents the
  single greatest opportunity to drive traffic
  quickly!

Source Greg Outlaw
44
YouTube.com Example
Many of our Videos are on Page 1 Using VSEO
Techniques Searching YouTube for Resurrection
of Jesus Christ
45
Social Video Search Engines
46
(No Transcript)
47
(No Transcript)
48
Social Video Search Engines are Huge and the
fastest growing Social Media!

• Over 10 Billion Videos were served in the U.S. in
  December 2007!
• Google/YouTube was 32.6
• Fox/MySpace was 3.5
• Yahoo was 3.4
• Viacom/MTV was 2.3
• Microsoft was 1.8
• Time Warner/AOL was 1.7

comScore Media Metrix
49
(No Transcript)
50
(No Transcript)
51
VSEO Example

• SEO in combination with VSEO gives us a distinct
  and marked advantage in Google using the Long
  Tail
• Over 4,000 people a month come to these videos
  searching for this phrase on Google
• Searching Google for
• Resurrection of Jesus Christ Video
• 5 different listings on this term from
  AllAboutTheJourney.org, AllAboutJesusChrist.org
  and YouTube

52
US, Canada, France, Germany, and Japan -
Alternatively to Embedding Google Video, Use
Flash on Your Site

• Millward Brown
• March 2007

53
AllAboutGODs 2007 Stats

• 22.7 Million Visitors
• SEO - 14.1 Million Visitors
• SMO - 4.3 Million Visitors
• VSEO - 4.1 Million Visitors
• Referrers/Direct - 681k Visitors

54
2007 AllAboutGOD 22.7 Million Visitors
55
The Future of Search

• The True Power of Search is Here! - At Anytime,
  From Anywhere, For Any Media From Any Device.
  Are You Ready?

Source Greg Outlaw
56
The Future of Search

• Where Search is going and how to leverage this
  knowledge proactively to rise on the wave and
  ride it rather than paddling to catch it.
• The Wisdom of Crowds
• Text, Video and Audio (On and Off Site)
• Everyone is an Expert About Something.
• As Information Increases so will Search.
• Every Device, Voice Enabled, Audio read back to
  you

57
Examples
http//www.podscope.com/ http//www.google.com/m
obile/goog411
58
3 Screens of Personal Media as of 2006

• 1.4 Billion Televisions
• 1.1 Billion Devices on the Web
• 787 Million are desktop/laptop computers
• 313 Million are portable devices
• 2.7 Billion Cellphones

Source ITU Digital Life 2006
59
(No Transcript)
60
Thank You

• Need Help?
• Greg Outlaw
• Greg_at_AllAboutGOD.com
• 719-884-2250
• Questions/Fill Out Evaluation