SEO

Most people click on organic results and they have highest CTR

Methodology of organic CTR vs paid CTR

– reviewing dozens of Google Analytics sites has shown that traffic from organic results is far greater than traffic from paid ads on search engines; roughly 75 – 85% of the traffic is from the organic side while 15 – 25% come from the paid side

Click through rate of organic results

– click through rates on the organic side were derived from analyzing dozens of client sites via webmaster tools. The click through rate of organic results is defined as number of clicks divided by number of impressions in organic search result pages.

– average click through rates from paid search are well published and well known from dozens of sources published online over the years.

organic has higher clicks and click through rates and are free

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Friday, July 20th, 2012 analytics, digital, digital strategy, SEM, SEO No Comments

Search and Social Media in Regulated Industries #SESNY

Search and Social Media in Regulated Industries – Pharmaceutical, Healthcare, Financial Services, Insurance.

http://sesconference.com/newyork/agenda-day2.php#search-social-regulated-industries

 

dr augustine fou post panel interview

 

For more information and the full interview  – http://www.youtube.com/watch?v=AXAh5jRVp_w

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Wednesday, March 21st, 2012 digital strategy, SEM, SEO, Social media No Comments

Um, Google’s “Search, Plus Your World” Sucks So Far

Google’s “Search, Plus Your World” launched with some fanfare and with jilted partner, Twitter, crying foul.  But the real proof is in the “pudding” and so far, from my own taste testing, the “puddin’s not all that good.” In fact, it’s downright spoiled.

In theory, returning results based on my own activities, photos, shares, etc. plus the social sharing activities of my circles of friends seems to make sense. After all, my friends should share similar interests, etc. However, in reality, this appears to be far from the truth.

Either my friends all suck at what they are sharing OR what I search for has very little to do with (or very little overlap with) what I and my friends are sharing. And I think the latter is more likely the case, because my friends are all awesome and I usually find what they share to be super informative and I always learn something new from them and the insightful curation they do.

So what is wrong with Google’s new personalized search, flavored with +1? And will it ever get better with time and more usage?

My current hypothesis is NO .. it won’t get better with time.  Here are a few reasons why I think so:

– what I search for (what I need at this moment) is not necessarily what I share (what I think my followers would be interested in)

– news items and other cool information that is shared are things I “discover” through the curation of my circles of friends and I like to browse these things to learn; this contrasts with things that I search for at any moment in time, which could include things that I need now, gifts for other people, research for clients in other industries that I am not in. What this means is that those search terms and the sites that I visit don’t necessarily have any bearing on any future searches and what I am interested in.

– finally, among all my friends, I would probably only ask 1 or 2 of them for restaurant recommendations (in New York) because they live here and are known for their expertise in food; I would ask different friends for advice on digital cameras (@designerguy), keyword research platforms (@glenngabe), ad networks (@jonathanmendez), etc. you get the idea. So canvassing my entire social graph for keyword based ways to personalize search results is actually making the results worse (see examples below).

Search ( photos )

[Redacted] – I don’t need to see my own photos from my own Picasa, which I already know is there.

Search  ( italian restaurants in New York  – no quotes )

 

 

Search ( spend polarization – no quotes )

spend polarization search results

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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Wednesday, January 11th, 2012 SEM, SEO, social networks No Comments

ESPN 3D Isn’t Making Any Money [3D]

ESPN 3D Isn't Making Any MoneySports helped get HDTV into the mainstream. Fact. It was thought sports would do the same with 3D. Who wouldn’t want to see career-ending helmet-to-helmet hits in the third dimension? A lot of people, actually. ESPN 3D is a flop.

We’re now halfway through ESPN’s one-year 3D trial run and nothing’s happening. Money’s certainly going into the medium, sure, but the trouble is nothing’s coming back out.

“We’re still not sure what makes sense for 3DTV and we don’t yet see a proven ROI,” said Jonathan Pannaman, ESPN Senior Director of Technology, in an interview with TVB Europe. ROI being short for “return on investment.” In this case it sounds like the “R” is “0.”

The silver lining for the four guys watching ESPN 3D is that ESPN still has plans in place for a second year of 3D programming in 2011. [TVB Europe via Engadget HD]

Sunday, October 31st, 2010 SEO No Comments

Polaroid Partners with RealD for New 3D Glasses Line

Source: http://gizmodo.com/5616137/polaroid-partners-with-reald-for-new-3d-glasses-line

Polaroid Partners with RealD for New 3D Glasses LinePolaroid is looking to get a piece of the three dimensional pie, inking a deal with 3D tech firm RealD. This means the next pair of 3D frames you pick up in a movie theater could be Polaroid’s curved-lens design.

Polaroid claims the curved surfaces provide a superior viewing area for large, theater-caliber screens, and ample room for prescription lenses underneath. Polaroid points out that the lenses offer UV protection as well, should you wish to jaunt around outside wearing them. Please do not do this. Just trust us.

Thursday, August 19th, 2010 SEO No Comments

What words should this pizza joint have used in their sign? fresh pizza or hot pizza

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Friday, May 21st, 2010 SEO No Comments

Two recent beneficiaries of social amplification

from zero to 3 million unique visitors in 8 months – groupon.com

Lady Gaga has achieved sustained search volume in about 2 years

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Tuesday, April 27th, 2010 SEO 1 Comment

How to make a viral video – a 5-step guide

1. select a product that is a low consideration product (e.g. a song) whose primary missing link is awareness

2. create a funny and entertaining video that features that product or a key attribute of the product

3. [ contact us for the "secret sauce" of step 3 ]

4. continue to build the momentum and build further social amplification by real people (won’t happen if the content is not funny, entertaining, useful, or unexpected)

5. use analytics to determine how to further optimize the content itself to match what characteristics actually went viral (based on how people talked about it when they passed it along)

Examples of videos whose viral effects were successfully manufactured over time. Obama Girl; Lonelygirl15 Brea Olson; Notice the shape of the stats curve of the more recent lonelygirl15 video from 2008. It is much flatter, which is a characteristic of non-viral videos. This is after they revealed that the original lonelygirl15 was a fake; now they have to support the view count through traditional paid media and continuous PR to accumulate the views.

obama-girl-viral-video

lonelygirl15-brea-viral-video

lonelygirl15-recent-non-viral-video

How the JKWedding Viral Video was A Manufactured Success

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Wednesday, August 5th, 2009 SEO, social networks 2 Comments

Digital Orchestration

digital orchestration means helping clients orchestrate and coordinate the activities of agencies that have particular specialties — search engine optimization (SEO), search engine marketing (SEM), website design and build, analytics, social marketing, etc. Too often, clients are not comfortable asking about digital or don’t know enough to tell if the agency specialists are recommending the correct strategy or tactic.

search consultants typically help individual clients find individual agencies that are good at a particular area — e.g. TV agency, digital agency, SEO agency, etc.  Today, this is no longer as effective because the different disciplines and specialities need to work closely together and feed off of each other to work properly.

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Thursday, July 30th, 2009 digital, integrated marketing, SEM, SEO No Comments

The Perfect Babe – Megan Fox (pics)

Megan Fox  — The Perfect Babe Product Placement

megan-fox-1 megan-fox-2 megan_fox_covers_june_2009_ellemegan-fox-babemegan-fox-pink-strapless-dress

No, this post is not about Megan Fox. Well, yeah it is.  But it’s about the MARKETING of Megan Fox.

Megan Fox has been around in films and TV since 2001 (see filmography below).  But it wasn’t until 2007 when she starred in the first Transformers movie that she burst on the scene and became an overnight mega celebrity, especially online (see Google Search Volume chart).  If you look at Ford’s search volume during the same period, there was NO lift in search that was detectable — there probably was some lift, but it is simply not detectable.

So Megan Fox went from very very little awareness to not only massive awareness, but also massive demand — people remembered her name and even took action (performed searches on her name). If some product placements would have had only 10% of the success of the “megan fox” product placement, they might actually justify the immense cost a bit better (millions of dollars paid by the advertiser to the movie makers to place products into the storyline of the movie).

And why is she “perfect,” in the marketing sense, of course? Her search volume has not only sustained but also continued to grow. She was not a flash in the pan that went away after the advertising/media dollars stopped or the public interest died off (see the snuggie and etrade search volume charts below).

megan-fox-search

ford-search

snuggie

etrade-baby

megan-fox

transformer girl, second girl in transformers, other girl in transformers – Isabel Lucas

isabel-lucas-transformer-girl

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Wednesday, June 24th, 2009 analytics, SEO 3 Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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