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

How to achieve world domination with SEO and Paid Search
© Copyright 2012 Beyond. All rights reserved. Private and
Confidential

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 in-house within e-Commerce, 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)
© Copyright 2012 Beyond. All rights reserved. Private and Confidential

➡
How Search fits into a social world and how we know it still rules
➡
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
© Copyright 2012 Beyond. All rights reserved. Private and Confidential

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

sharing is at the heart of the consumer journey
Pre Purchase CONSIDERATION
Share of search; brand evaluation attributes
ACTION/
PURCHASE
Conversion; Traffic
AWARENESS
Share of conversation
ENJOY USER conversations on product performance
ADVOCATE
Recommendation
BOND
Engagement
Post Purchase

influence scores by channel & product category
Ratings and review (Amazon)
News articles
YouTube or Vimeo Videos
Search results
Twitter
Information on a product or brand website
Facebook friends
Blog posts
Talking with friends or family
1003
1002.5
1002
1001.5
1001
1000.5
1000
Automotive Baby Products Beauty Cookware Electronics Fashion Home
Improvement
Kitchen
Appliances
Music/Films Personal
Finance
Restaurants Travel

the 7 types of social sharer

how people share online
Social Media is 21st Century “Word of Mouth”

where 7 types of sharer share

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

© Copyright 2012 Beyond. All rights reserved. Private and
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: traffic
5.7% of the all search
➡ Top 500 terms:
8.9% of the all search traffic
"This means if you had a monopoly over the top 1,000 search terms across all search engines (which is impossible), you’d still be missing out on 89.5% of all search traffic"
➡ Top 1,000 terms: 10.6% of the all search traffic
Source: Experian Hitwise Blog ,Bill Tancers post, Sizing Up the Long Tail of Search
➡ Top 10,000 terms:
18.5% of the all search traffic
Confidential

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

panda
“designed to reduce rankings for low quality sites”
➡ Originally not algorithmic
➡ Content-based
➡ 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)
➡ Removed huge numbers of spammy link farms, article syndication sites and related poor quality link sites
➡ Algorithmic update (Penguin 1.1)
➡ Keyword stuffing - don’t
➡ Link schemes - don’t
➡ 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

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

top
➡
People who create content through social media are nearly three times more likely to recommend a product compared to people who share low amounts of content
➡
Prior research (NPS etc.) established a strong link between profitability and recommendations
➡
High Sharers were 41% likely to recommend the product compared to Low Sharers who were only 14% likely to do the same
➡
Talking to friends and family had more influence on purchasing decision than all other channel besides search
➡
36% of High Sharers stated that they are loyal to their favourite brands compared to
25% of Low Sharers
➡
People who research high involvement products are more concerned about quality, while people who shop for low involvement products are more concerned about product image
© Copyright 2012 Beyond. All rights reserved. Private and Confidential

actions taken after online interaction

Source: SEOmoz http://www.seomoz.org
future of search

social media changing search results

oto insights eyetracking study

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

Twitter:
LinkedIn:
Google+:
Work:
Personal:
@JudithLewis
@MostlyAboutChoc http://uk.linkedin.com/in/judithlewis https://plus.google.com/stream#117564004595435401158 http://www.BYND.com
http://www.decabbit.com
SEO Blog: http://www.SEO-Chicks.com
Chocolate Blog: http://MostlyAboutChocolate.com
and the list goes on !
© Copyright 2012 Beyond. All rights reserved. Private and Confidential

time
Judith Lewis
Head of Search judith.lewis@bynd.com
© Copyright 2012 Beyond. All rights reserved. Private and Confidential