seo_针对SEO优化电视：Thinkbox研究重点介绍了电视对搜索的影响

After attending a Thinkbox conference in Manchester a few months ago, it spurred on some thoughts around the expansive applications of SEO to other media channels; where so many marketing opportunities can be developed to develop an organic competitive advantage.

Working as part of an SEO team for MEC, a media buying and planning agency, and as part of the Digital and Interaction department, I’m lucky enough to work alongside the Broadcast, Press, Strategy and Analytics & Insights departments. In this kind of environment, you can imagine how exposed you might be to the many possible and actual integration opportunities across what we call Paid, Earned and Owned media campaigns.

With this in mind, it’s got me thinking about how SEO can really benefit from such offline campaigns as TV…The idea that SEO campaigns can be solely described as on-site and off-site investment (typically link-building and social media optimisation), seems to be missing a trick. Now although what I’m about to say may well not apply to those companies with **aller marketing budgets, I believe it is very much applicable to major advertisers. In essence, SEO quite obviously, but indirectly benefits hugely from mass media channels.

So, where am I going with this? Well if SEO benefits from mass media, then shouldn’t SEO consultants look to optimise these channels too? I believe that the UK media market is increasingly learning of ways to integrate these channels, and SEO appears to be an excellent example where long-term, brand visibility gains can be made if built in to the planning of the other media and marketing channels.

TV & SEO: A Case Study

In the last quarter of 2009, I started working on a media client whereby we developed an on-site and off-site SEO strategy, integrated with other media expenditure including PPC, social media and TV. Now look at what happened to the site’s link-profile in December when the TV campaign was launched…

Now, I’d love to 值得赞扬的是获得了如此大量的链接，但实际上，其中很大一部分来自于发起后开展的联属网络营销活动（电视报道的另一积极影响），当然还有社交媒体网络上的PR和嗡嗡声。

我之所以选择这个示例，仅是因为这段时间我与媒体投资的各个领域之间的距离非常近，而且这是一个未知品牌进入市场的事实，只有通过其他（不受电视影响）获得的增量入站链接意味着，到十二月。看到如此深刻的进步真的很有趣，您不觉得吗？

无论如何，为什么这很重要？嗯，这很重要，因为营销和媒体的管理方式;规划，创造力，当然还有投资回报率。

看电视和SEO的关系

从Thinkbox和Mediacom（GroupM机构）的研究中，我们注意到不应将电视视为一个孤立的频道，多达48seo％的测试组是交叉消费/双重消费的。。这意味着他们在看电视或在线时，也正在同时消费其他媒体。

从Thinkbox研究中得出的许多其他事实可以在这里看到，其中：

与单独使用电视和网络一起使用时，对品牌的积极性要高47％

当电视和在线产品一起使用时，购买或使用产品的可能性增加了50％以上

电视和互联网都用于娱乐（电视占80％;在线占56％），并且两者都对驾车购买产生重大影响（分别为75％和52％）

这些发现加强了确保电视和在线广告之间的创造性协同作用并确定最佳实践以提高效率的需要，这不仅需要简单地将电视广告投放在线

因此，创造性的协同作用和媒体投资需要同时考虑这两种媒介，而我们的好朋友“整合”又会重新振作起来。

归因

将转化归因于m随着我们看到数字媒体和非数字媒体越来越多地融合在一起，离线和在线等多种媒体渠道不仅会成为最终的最终点击数字归因模型，还将成为公司关注的巨大领域。这是MEC着迷的领域，在最近的SAScon关于归因的会议之后，我收到了一些反馈–媒体策略师希望看到有关在线和离线归因建模的更多讨论。

无论您是DR专业人员还是电视专家，似乎都无法满足您的需求，只要看看电视广告系列中的品牌响应可以通过合适的广告作品带来哪些效果，就可以：

在考虑每个媒体渠道的投资回报率时，值得纪念的活动的所谓的异花授粉，光环效应或乘数效应是很大的影响力，因此战略和计划不应该将其作为组合的一部分吗？

成本中心

如果发现电视间接引起了嗡嗡声，则有利于SEO（或与此相关的任何其他媒体频道）cher demand and in-bounds links, then maybe, just maybe SEO teams should be paying in to the TV budget expenditure?

Wouldn’t it be an interesting exercise to try and place a metric on the short-term and potential long-term organic gains made as a result of TV? Defining the

real

costs and ROI of Paid, Earned and Owned media has never been more complex.

Longevity & ROI

Few, if any, major marketing campaigns solely go for the mass markets without supporting this activity online – maybe previously, but not anymore. The web has become the go-to place for more information on the product or service you have just seen on TV.

If SEO can draw more life out of the TV investment than that seen by TV alone, then without a doubt, SEO should look to audit and optimise the TV and online campaign’s to

EARN

share of voice in peoples minds for the long-term. Social media marketers can often look to benefit from this mass-exposure too – although not an area I’ll spend another 1,000 您可以在此处从IAB和Thinkbox阅读更多内容。

融合与现实

在数字营销领域，关于集成的讨论很多，但老实说，在流程和所有权发生变化之前，以任何可管理的方式激活都是非常困难的。同样，多年来，我们将面临新的挑战，以解决如何在正式被认为是传统（甚至“旧”）媒体和数字（或“新”）媒体之间不断进行整合的问题。

我不喜欢某个媒体渠道的贬义概念，因为他们认为自己比其他媒体领先，因为我敢肯定，任何媒体策略师都会同意，每个客户都需要完全定制的营销投资方法。例如，没有电视，搜索引擎优化可能就没有收获的需求/流量-同样，没有搜索引擎优化，电视宣传活动的确可能将消费者带入一个黑洞，或者更糟的是，他们的竞争对手滴定！

毫无疑问，对于任何营销人员而言，跨这些渠道进行整合将是一个艰巨的挑战，但是现在没有比这更令人seo信服的挑战了吗？