Looking Ahead: Internet Marketing Trends for 2013 Bernard May President Adam de Jong Marketing Manager
Jan 21, 2015
Looking Ahead:Internet Marketing Trends for 2013
Bernard MayPresident
Adam de JongMarketing Manager
Agenda
SEO trendsSocial and content marketing trendsPaid advertising trendsMo/Lo trendsConversion trendsReputation trendsYour action plan for the new year
SEO Trends
Search algorithms will get more sophisticatedUser experience will increasingly affect rankingsPersonalization will become more prevalent
Search is more Complex
SEO is more Technical
Technical proficiency will become more criticalSite architectureSite performancePage speedRich snippets
SEO Is More ExpensiveSEO is More Expensive
Cost of SEO will continue to increaseRankings matter, but traffic and conversion is more importantTarget long tail keywords that convert
Improving SEO will benefit not just search engine rankings but will help with organic promotion all over the webSEO requires content creation and promotionBlog posts, coupons, classifieds, videos and more
SEO is Internet Marketing
Link Generation
Link diversification will become the normLink trading and 3-way links appear as though they may come back into vogueThe cost of sophisticated links will increaseObvious linking will be ignored/penalized
SEO Takeaways
Keep up with more complex search algorithms by getting more technical
Pay attention to site structure, canonicals, duplicate content
Personalize content for targeted audienceShare quality content offsite—start distributing coupons, classifieds, videos, etc.Diversify your linking strategy
Content & Social Media Trends
Content Value Exchange
Content partnerships will become more common (exchange of value for backlinks)Having quality content will remain essentialStandard for content quality will increase as content improvesGoogle Algorithm will become smarterMore niche experts
Integrating Multimedia
Content integration is keyAs mobile grows, video will become more importantVideo and images dominate more of the Universal Search ResultsVisualization gains popularity due to growth of Pinterest, Infographics, and Instagram
Social Signals Impact SEO
Social will become a somewhat stronger indicator of rankingsSocial will become more imbedded in all aspects of everything we do on the webGoogle+ will integrate with more of the Google worldSponsored content is soon to be the next big paid marketing strategy
Forget the Vanity MetricsCompanies will start to rethink their Social Media campaigns and focus on investing in campaigns that generate ROIEngagement rather than likes, pins and re-tweets will become the measure of success
Content and Social Media Takeaways
Provide a value exchange with quality contentFind your nicheExplore multimedia and integrate it with your content campaignsMake sure your brand has a presence on social media sites that accomplish your goals
Paid Advertising Trends
Paid Search is More Expensive
Click are costly, so you must diversity your PPCAdwords: Text & displaysGoogle Product Listing AdsComparison shopping enginesMarketplacesMobile ads
Retargeting is Key
Retargeting will continue to grow in importanceNew sophisticated ‘cookies’ will track usersMaximize traffic by bringing visitors back to your site
New Focus on Attention Grabbing Ads
Video ads will be more effectiveNew ways to grab user’s attentionRich media gets more sophisticated Dynamic ad content that slide out or down and videos that expand and play with a mouse over
PPC Takeaways
Diversity your paid ad campaigns by targeting specific channelsCreate dynamic ads with visualizationUse retargeting to increase your ROI
Mo/Lo Trends
Explosion of the Mobile Market
Mobile has surpassed desktopTargeting will be done by device type and geotargetingecommerce on mobile will become more elegant and easier to use
Mobile and Local (MOLO) will become integratedLocal Search is becoming increasingly relevant and Local Apps are becoming increasingly importantGoogle will further monetize local search/MapsReviews will continue to influence traffic and sales
Local is Everywhere
Mobile and Local Takeaways
Create a mobile optimized websiteCreate a Google+ local business pageSubmit your business to the top national data providersCreate profiles on the top local review sites such as Yelp, Foursquare and CitySearch
Conversion Trends
Conversion Rate Optimization
Traffic is more expensiveConversion is more importantWeb design and analytics tracking become crucial to your online success
Email still generates strong ROIMobile search has made email more relevant than ever
Email Marketing Going Strong
Use Google AnalyticsImplement conversion testing on your most important webpagesCreate regular email campaigns targeted to specific customer personas
Conversion Takeaways
Reputation Trends
Online Reputation Impacts Sales
57% of users now use search engines to find background online46% of adults have created their own social media profile 72% trust online reviews as much as personal recommendations44% of adults have searched for information about someone whose services or advice they seek in a professional capacity
Pew Statistics, "Reputation Management and Social Media" 2012Search Engine Land’s Local Consumer Review Survey – March 2012
Reputation Takeaways
Invest in protecting your brandMonitor your online reputation so that you know what’s being said and how to fix itFocus on improving your online reviews
Respond to negative reviewers –be proactiveEncourage customers to share positive experiences with you or on review sites
Action Plan
Your Action Plan for The New Year
Generating quality offsite content that generate links and drives trafficExploring link diversification and distributionMoving into emerging mobile and local marketsLeveraging social media to get the most ROISegmenting your PPC campaignRetargeting and conversion testing will maximize the value of your trafficOptimize your website for engagement
Q & A