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BIGGEST SEARCH STORY OF THE YEAR SO FAR? The State of Search #SearchEx Elisabeth Osmeloski // @elisabethos
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2014 State of Search Marketing Charlotte NC - Search Exchange

Aug 23, 2014

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2014 State of Search - Presentation by Elisabeth Osmeloski @ElisabethOs at #SearchEX SearchExchange Conference in Charlotte, North Carolina July 29, 2014.

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Page 1: 2014 State of Search Marketing Charlotte NC - Search Exchange

BIGGESTSEARCH STORY

OF THE YEAR SO FAR?

The State of Search

#SearchEx Elisabeth Osmeloski // @elisabethos

Page 2: 2014 State of Search Marketing Charlotte NC - Search Exchange

BIGGESTSEARCH STORY

OF THE YEAR SO FAR?

Page 4: 2014 State of Search Marketing Charlotte NC - Search Exchange

CAPTURING AN AUDIENCE

where are you finding your most valuable fans?

Page 5: 2014 State of Search Marketing Charlotte NC - Search Exchange

CAPTURING AN AUDIENCE

...in a digital world, all marketersare in audience development

Page 6: 2014 State of Search Marketing Charlotte NC - Search Exchange

AUDIENCE DEV & CONTENT MARKETING

go together like a…

Page 7: 2014 State of Search Marketing Charlotte NC - Search Exchange

CONTENT MARKETING ISN’T NEW…

The History of Content Marketing // Content Marketing Institute, 2012

Page 8: 2014 State of Search Marketing Charlotte NC - Search Exchange

…THE CHANNELS HAVE JUST CHANGED

Page 11: 2014 State of Search Marketing Charlotte NC - Search Exchange

ORGANIC SEARCH

Page 15: 2014 State of Search Marketing Charlotte NC - Search Exchange

SEARCHER INTENT

via: Matt Cutts AMA @ SMX Advanced 2014

“One of the ideas behind Hummingbird was that we

wanted to help deal with natural language conversation a

lot better…”

Page 16: 2014 State of Search Marketing Charlotte NC - Search Exchange

SEARCHER INTENT

via: FAQ: Google's Hummingbird

Hummingbird is a

search platform

Focused on meaning

behind the entire

query

Ties into focus on

mobile search

experience

Page 17: 2014 State of Search Marketing Charlotte NC - Search Exchange

ENTITY & SEMANTIC SEARCH

Page 18: 2014 State of Search Marketing Charlotte NC - Search Exchange

ENTITY & SEMANTIC SEARCH

Fundamentally, search bots are NOT smart –they need to be told very explicitly:

//what an object is

//why it matters

//how it matches query

Page 20: 2014 State of Search Marketing Charlotte NC - Search Exchange

SCHEMA.ORG EVENT MARKUP EXAMPLE<div itemscope itemtype="http://schema.org/MusicEvent">

<a itemprop="url" href="http://music.disney.com/radio-disney-music-

awards">

<h1 itemprop="name">Radio Disney Music Awards 2014</h1></a>

[…]

<div itemprop="startDate" content="2014-04-26T16:00">Starts: 04/26/2014

4:00PM</div>

<div itemprop="location" itemscope

itemtype="http://schema.org/PostalAddress">

<div itemprop="name">Nokia Theatre L.A. LIVE</div>

<div itemprop="streetAddress">777 Chick Hearn Ct.</div>

<div itemprop="addressLocality">Los Angeles</div>

<div itemprop="addressRegion">CA</div></div>

<div itemprop="postalCode">90015</div>

<div itemprop="addressCountry">USA</div>

</div></div>Source: http://music.disney.com/radio-disney-music-awards

via: How To Enhance Results With Structured

Data & Markup

Page 22: 2014 State of Search Marketing Charlotte NC - Search Exchange

Video

Executive and staff bios

Official logos

Local search: name, address, phone

number

Products

Ratings

learn more: Schema.org & Structured Data

SCHEMA.ORG - OTHER APPLICATIONS

Page 23: 2014 State of Search Marketing Charlotte NC - Search Exchange

GROWTH OF QUICK/DIRECT ANSWERS

Read: Tweet Showing How Google

Itself Is A “Scraper Site” Goes Massively Viral

Page 24: 2014 State of Search Marketing Charlotte NC - Search Exchange

GROWTH OF QUICK/DIRECT ANSWERS

Read: Tweet Showing How Google

Itself Is A “Scraper Site” Goes Massively Viral

Page 32: 2014 State of Search Marketing Charlotte NC - Search Exchange

30-DAY CHALLENGE: BING IT ON

Page 37: 2014 State of Search Marketing Charlotte NC - Search Exchange

MOBILESEARCH

Page 38: 2014 State of Search Marketing Charlotte NC - Search Exchange

MOBILE SEO

via: Mobile SEO Best Practices

Page 39: 2014 State of Search Marketing Charlotte NC - Search Exchange

Google Now Sending Searches to Apps

“we’re expanding

it to work for English

content worldwide.

And we’re including

24 more apps…

THE NEXT SEO FRONTIER?

via: Kerry Dean, SMX Advanced June 2014

– Google Search Blog Apr. 3, 2014

Page 45: 2014 State of Search Marketing Charlotte NC - Search Exchange

SEARCH & SOCIAL

Page 46: 2014 State of Search Marketing Charlotte NC - Search Exchange

FACEBOOK GRAPH SEARCH

via: Zuck Says FB Search Is A Multiyear Voyage

1+ BILLION SEARCHES DAILY“I think there’s more than a trillion posts, which some of the

search engineers on the team like to remind me is bigger

than any web search corpus that’s out there.”

Page 47: 2014 State of Search Marketing Charlotte NC - Search Exchange

SOCIAL SEARCH TRENDS

via:

Page 48: 2014 State of Search Marketing Charlotte NC - Search Exchange

#OPTIMIZATION OPPORTUNITY

via: Your Guide To All Things Hashtag Analytics &

Optimization

Page 50: 2014 State of Search Marketing Charlotte NC - Search Exchange

IF YOU MUST BE A CONTENT MARKETER…

Page 51: 2014 State of Search Marketing Charlotte NC - Search Exchange

STOP DOING THESE THINGS RIGHT NOW

#1 TIP:DON’T bethis guy

Page 52: 2014 State of Search Marketing Charlotte NC - Search Exchange
Page 53: 2014 State of Search Marketing Charlotte NC - Search Exchange

#1 -don’t be this guy…

CUT IT OUT WITH THE BAD GUEST BLOGGING REQUESTS!

Page 54: 2014 State of Search Marketing Charlotte NC - Search Exchange

STOP THE AWFUL LINK BUILDING SERVICES & REQUESTS

Page 55: 2014 State of Search Marketing Charlotte NC - Search Exchange

GO FOR GOLD, OR GO HOME

Page 56: 2014 State of Search Marketing Charlotte NC - Search Exchange

BE A BETTER SEARCH MARKETER

Page 57: 2014 State of Search Marketing Charlotte NC - Search Exchange

MAKE USE OF SEARCHER PERSONAS

via: What SEOs Need To Know About Personas

BUCKET SEARCH TRAFFIC

FUNNEL TO TARGET

CONTENT

CONVERT

Page 58: 2014 State of Search Marketing Charlotte NC - Search Exchange

via: Marin, April 2014

LEVERAGE MULTI-CHANNEL ASSETS Integrated Search & Social Ads DOUBLE Conversion Rates

& Lift Revenue Rates 26%