Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar

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ELISABETHOSMELOSKI

EXECUTIVE FEATURES EDITOR

SPECIAL GUEST PRESENTER

Organic SEO & Social Search

SEO still greatly misunderstood in ‘the real

world’ – only reference for it is “spam” or

bad tactics, not solid best practices and

sustainable marketing strategies.SEO fundamentally means understanding: • How people search• Where people search • What to do to make your site/product appear in search listings

SEO & The Informed Webmaster

Webmaster Tools from Bing &Google telling us more than

ever…

Google sends approximately “hundreds of thousands” of messages each month to webmasters. - Matt Cutts, February 2013• 90% of those messages are black hat related• 4% are notifications of content that have little or no value add• 3% are hacking notifications• 2% are about link buying• 1% are about link selling

Schema & Structured Data

Google’s WYSIWYGData Highlighting /

Tag Tool: Useful for event calendars

Structured Markup helps users find answers quickly Search engines want to give direct, correct answers

Google’s Knowledge Graphseeks to provide directanswers…

… but Google doesn’t “know” anything it doesn’t learn from the Web

Social Search – Google+ YOU?

Source: Google+ Hits 135mm “In Stream” users

Social Search – Facebook Graph Search

• Facebook Graph Search seeks to mirror our behaviors, to index personal preferences, make our minds searchable

• Social signals are more democratic than links as votes

• Likes ARE votes within Facebook’s Graph Search

Do your friends & family really know best?

Search + Social = Discovery

Content Marketing:It’s Not New Or Shiny

History of Content MarketingContent Marketing Institute

If your business hasn’t been creating “content” all along, what have you been doing?

• Print/Digital catalogs• Product packaging• Whitepapers• Video content• Audio content• Presentation decks• PDF brochures• Press releases• Guest articles• Expert interviews• Mobile apps• Mobile games• Reviews & Testimonials

Content Marketing = Regifting

Re-packaging content for specificaudiences:

• Website pages• Blog posts• Tweets• Facebook Status updates• Other social profiles/activities• Coupons & deal creation• Photos• Illustrations / Visuals• Infographics

Content Promotion, PR & Links

Package Delivery System: • Social Media Shares• Traditional Media• Integrated PR • Establish Authority• Engage Community

Authorship + Authority

Publishers Need To BeBetter Marketers

Measure content reach, performance through a variety of lenses.

Publishers Need To Produce Best Content

source: Google Panda Two Years Later: Losers Still Losing & One Real Recovery

Publishers Need To Be Better At SEO

source: Google Panda Two Years Later: Losers Still Losing & One Real Recovery

MotorTrend recovers from

being Panda-lized,

Business.com has mixed results

Search & Display Advertising

Typical Search RetargetingStrategies

• Current PPC keyword list (usually covers all product and category terms)

• Head terms that have been optimized out of general campaigns because of CPC

• SEO “wishlist” keyword terms

• Competitor brand and product terms

Facebook Exchange (FBX)• Real Time Bidding

(RTB) • FBX potentially adds

25% to the real-time media inventory available

• Quality of user match• Recency• Look-a-likes & search-

a-likes

Facebook Custom Audiences

Facebook’s most powerful marketing tool?

Targeted repeat customers with offers for Aria, Luxor, MGM Grand and Mirage hotels.

Reportedly saw a 5X return on ad spend

Direct User Match• FB ID • Email address• Phone Number• 50-95% match rates

Targeted Creative• Promote content • Custom offers – demographic, interests• Mobile targeting

Earned & Paid Social MediaCommunity Counts• Who’s paying for followers & fans?

Prioritizing Platforms• Oreo’s triple dip: • Instagram•Twitter•Facebook

Local Search

Google+ Local =

• 25% of Yelp’s local ads were shown on mobile devices• Yelp mobile app was used on ~9.2mm mobile devices / mo. avg• Over 36mm reviews, 100mm monthly unique users• Active local biz accounts grew 68% YOY to almost 40K total• 61% of photos uploaded via mobile• 46% of total Yelp search query volume via mobile devices

- source: MarketingLand.com

Google+ Places

Mobile Marketing

Are W

e

There Ye

t? •Searching everywhere, 24/7• Showrooming• Do Tablets = Desktop? • Mobile still is unique• Abandonment an issue• Apps, voice searching a factor

Check-in Here, Not There?• 18% of U.S. smartphone owners are using

geosocial services to check in to certain places and share their location with friends, up from 12% in 2011.

(Pew Research Center Internet & American Life Project, May 2012)

FTC Has Mobile Privacy Concerns• Do Not Track? • Recommendations for • platforms/providers• app developers• ad networks

Mobile MarketingDevice & OS Wars

Native Apps –Do You Need One? • If small screens (smartphones) used

more… • What’s the goal?

• A phone call?• A purchase?• A walk-in customer?

Mobile SEO• is there volume of queries?• mobile keyword research tips

Converting Clicks to Customers

Conversion Begins AtTargeting• Where did you find your

users?

Testing & Tuning• Optimize Conv. Rate!

Loyalty MarketingResurgence • Once you have them,

don’t let go!

• the CIO will become more actively involved with the CMO in all marketing automation decisions that have cross-functional implications• automation outlay could approach 10% of marketing's

discretionary budget in 2013, with 2/3 of total outlay coming from marketing and one-third coming from IT; for "best practice" organizations, this will shift to 50:50 by 2014

- IDC Chief Marketing Officer predictions for 2013

Measuring Real Results

Privacy Issues Raise Eyebrows for digital marketers, it means:

Might not know how customers found you Might not know if customers are new Might not know where customers have

been Might have less ability to target

inherent targeting through keywords remains

Might have less ability to track conversions

Life in a Not Provided World• Will it ever reach 100%? • Can We Get This Data Back?

 3 Things To Watch Closely

1. Bing Search Growth?

2. Rise of FB Graph Search: • Entertainment –

Movies, TV & Music

• Restaurants • Travel – hotels &

activities 3. Mobile Search

Behaviors

ELISABETHOSMELOSKI

EXECUTIVE FEATURES EDITOR

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