Making Search Even More Efficient! Increasing Your Search Ranking Via PR and Search as a Branding Mechanism

Frederick Marckini, iProspect

You tube is a search engine you can search using keywords.

Estimates Youtube is getting more reach than Myspace, estimated to be worth $600 Million

How we search where we click. There is no paid or natural.

Tabs are pre-empting search. You need to be in all of the tabs. 4x the reach with number one ranking. What is the number one ranking now though?

72% organic and 28% ads Google

Yahoo 40% organic 60%

All search is meta search. Invisible tabs – content pre-empts search results.

4x improvement from 2-9 to #1 in Google.

Tactics: pay-per-call, 92% of people conversion activity occurs offline -survey customers offline to find ideas.

Offline affects conversion rates and lowers CPA.

Yahoo! And Google News tabs are important. They can show up either in the news tab or in search results forever. 

Keyword research – different audiences use different vocabulary ”Swirl marks” – paint “Lending” -  GPS vs global conversation

“Prior learning” – educational learning – “get into the language of your customer” longer the query – the higher the conversion rate. – but 88% comes with 1 or 2 words.

Search Funnel is a myth. There is no funnel. Broad search, then destination retailer.

Header term, General Term, Specific (branded), Destination/Retailer Search

How to spot an SEO savvy web site. Web site must have text and links to be found. Keyword prominence, frequency, placement, link quantity, link quality, link context, title tag is now your meta tag, domain name, use text, don’t use pictures for text.

Allison Kane, Atlas Search –
Every advertisement should be thought of as a contribution, to the complex symbol leading to changes in brand image.

Brand Location – Are you easy to find? 40% of brand keyword and URL search clicks are first time visitors. 60% are repeat purchasers. Make sure you are first in natural search results.  Measure your brand terms separately.

Brand Building – When they are between brands, building the brand. Lexus and performance. Search is not full of branders, there are more people with a direct marketing background. Where is search leading your clients to?

Brand Experience – Do you use search to deliver positive brand experience. What about existing customers, should I be thinking about them? Example – “Nordstrom returns” search. Very few brands are utilizing customer experience keywords.

“Branding online comes from experience not the exposure” – Jakob Nielsen

Greg Jarboe – SEO-PR
(crowd gets extremely attentive for Greg’s speech)
75% of journalists search the Internet for previous stories on their subject.

Yahoo News is number two in online news. New York Times is number nine.

A “Consumer” magazine “reports” Press releases can often outrank the news stories.

Knowledge workers are increasingly turning to press releases due to lack of others.

Superpages.com – Replaced sex for gender.  Save your client for being found for the wrong term.

Romantic dining got ranked number 2 in Yahoo News and number 5 in Google News.

Morningstar.com is running press releases.

Tivo for search. Tracking links.

3,229 visits generated 2,715 clickthroughs – a 84% conversion rate!!!

It’s not just the press release. Track the publicity.

Can a press release increase your branding? Yes! 

Where to submit – used to use PR Web – has become your own link farm. All Wire Services are not equal. Conduct tests.

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2 Responses to Making Search Even More Efficient! Increasing Your Search Ranking Via PR and Search as a Branding Mechanism

  1. Dana Todd August 4, 2006 at 1:52 pm #

    Dude, massive brain dump! It’s a nice collection of random bits that are actually quite useful. Lots of good stats. Thanks for sharing your notes!
    Dana

Trackbacks/Pingbacks

  1. David Dalka - Creating Revenue and Retention - Chicago GSB MBA » Google Acquires Youtube - 10 Unanswered Questions - January 28, 2007

    [...] Congrats to Michael Arrington on breaking the rumor and upstaging all of the rest of the media and business press in this matter that became a reality very quickly. Frederick Marckini of iProspect stated that Youtube would be acquired for more than Myspace was, I bet he didn’t think it would be almost three times as much as his guess stated in July! I joked with him that he held a position in Youtube during the session, he probably wishes that he did now… [...]

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