WEBINAR BEGINS 1PM EST / 11AM MST
Jan 27, 2015
WEBINAR BEGINS 1PM EST / 11AM MST
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LET’S MEET OUR GUEST PRESENTER!
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
THANK YOU
Follow @elisabethos on Twitter
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OUR NEXTWEBINAR
March 21, 201311AM MST / 1PM EST
Special Guest
Tim MooreCEO at CrushIQ
We Will Be DiscussingGoogle+
Registration DetailsComing Soon
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