Slipping into TV and Print advertising in the last 6 months are requests to search online for … Asking the user to search online then means agencies can achieve almost direct conversions from TV ads. The first occurrence of such request was from mobile phone company Orange who asked people to search for “I am” so nothing too difficult for the SEO team to implement!
With no natural listings in sight they had to go with PPC paying for the traffic that followed instructions to search online for I am. The idea was good but the implementation was slated in the SEO community.
Similar to Orange computer animated film Monsters V Aliens asked people to search for MVA, with www.mvaconsultancy.com firmly holding down the number one organic spot PPC was used again to grab the traffic. I made a post with more details about MVA, the PPC campaign wasn’t well implemented and will have costed a small fortune. .
It seemed that most agencies were not getting the grasp of asking people to search online but then along come Tales of the Road from direct.gov, Think! and the Department of Transport.
The advert teaching kids about road safety asked the viewer to search online for “tales of the road”. Not to hard to remember and relatively easy to optimise for. The search result for “tales of the road” is is owned by the website with a PPC ad, number one ranking, site links, number two ranking and a video ranking.
Here a subdomain of direct.gov matches the search term. Using a sub domain then allows for site links (site links can appear for a inner page of a site but easier to gain on a sub domain) and a second listing for a inner page. Placing the video on YouTube a trusted domain then allows for the video to rank easily on the first page page.
One small point is that you can place a nofollowed html link in the description to a video on YouTube.
For any agencies implementing a “search for” campaigns then the Tales of the Road is an excellent blue print to use.