Trends Beyond Rankings - A New Era of SEO & Destination Visibility

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Trends Beyond Rankings A New Era of SEO & Destination Visibility Jason Dodge – Founder BlackTruck Media + Marketing Slides: bit.ly/dmawest24

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@DodgeJD #DMAwestTechSummit TECH SUMMIT WIFI: Name: DMAWEST PW: DMA2024! TECH SUMMIT APP Schedule, Attendees, Vendors, Sponsors

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@DodgeJD #DMAwestTechSummit Journey 01 Search Has Evolved 02 Be In The Traveler’s Journey 03 Adapting SEO Strategies 04 AI and Your Visibility

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@DodgeJD #DMAwestTechSummit

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@DodgeJD #DMAwestTechSummit

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@DodgeJD #DMAwestTechSummit Search Evolved

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@DodgeJD #DMAwestTechSummit Update Benefits Quality Focus Combat low-quality content by 40% Spam Reduction Minimizing clutter significantly Listen: bit.ly/theredirect

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@DodgeJD #DMAwestTechSummit What Do I Do? Spam Reduction Reduce your dependency on AI content Quality Focus Useful content, moving beyond SEO

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@DodgeJD #DMAwestTechSummit

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@DodgeJD #DMAwestTechSummit Trendsetting Unpacking The Power Of Search

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@DodgeJD #DMAwestTechSummit 3.1 Trillion Google Search Searches Per Year in 2023

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@DodgeJD #DMAwestTechSummit 1.5 Billion Google Search Active Monthly Users

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@DodgeJD #DMAwestTechSummit Global Web Traffic Is Search Traffic 30 Percent

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@DodgeJD #DMAwestTechSummit 15% of Searches New Every Day

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@DodgeJD #DMAwestTechSummit 65 Percent Google Search Mobile Searches

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@DodgeJD #DMAwestTechSummit But while Google was found to perform better than search rivals Bing and DuckDuckGo, Google’s misfires are magnified, given that it commands over 90% of the world’s search. “ “

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@DodgeJD #DMAwestTechSummit

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@DodgeJD #DMAwestTechSummit

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@DodgeJD #DMAwestTechSummit Search Results Evolve

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@DodgeJD #DMAwestTechSummit The biggest trends in search might have nothing to do with rankings… “ “

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@DodgeJD #DMAwestTechSummit “ Top News Sources Knowledge Panels Local Pack Featured Snippets People Also Ask Featured Video

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@DodgeJD #DMAwestTechSummit Google Discover Related to your interests and web/app activities.

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@DodgeJD #DMAwestTechSummit Search Accounts for 40% of Purchase Influence “ “

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@DodgeJD #DMAwestTechSummit Trendsetting Search Visibility Be In Your Customer’s Journey

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@DodgeJD #DMAwestTechSummit

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@DodgeJD #DMAwestTechSummit

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@DodgeJD #DMAwestTechSummit Trendsetting Adapting for Modern SERPs

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@DodgeJD #DMAwestTechSummit Paid Ads Local Listings Business & Organizations Featured Snippets People Also Ask (PAA) Reviews & Ratings Understanding Search Engine Results Pages (SERP)

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@DodgeJD #DMAwestTechSummit SERPs Ads

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@DodgeJD #DMAwestTechSummit SERPs Organic

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@DodgeJD #DMAwestTechSummit SERPs Local

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@DodgeJD #DMAwestTechSummit SERPs Features

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@DodgeJD #DMAwestTechSummit SERPs Travel Guides

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@DodgeJD #DMAwestTechSummit SERPs Images

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@DodgeJD #DMAwestTechSummit SERPs Videos Learn: bit.ly/dmawest23

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@DodgeJD #DMAwestTechSummit Customer Journey Commonality

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@DodgeJD #DMAwestTechSummit Trendsetting Understanding Searcher Intent

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@DodgeJD #DMAwestTechSummit We seek (hire/buy) products, services, and experiences to do a job in a context. Jobs Theory

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@DodgeJD #DMAwestTechSummit JTBD And Travel Exposes unmet needs or under-served experiences. Detect emerging demand spaces based on what they value. Mapping the connected customer journeys and touchpoints. Identify the needs, gaps and pain points. Transactional Navigational Informational

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@DodgeJD #DMAwestTechSummit

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@DodgeJD #DMAwestTechSummit Travel Guides Blogs & Resources Videos & UGC Leisure Travel Informational Intent

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@DodgeJD #DMAwestTechSummit Platform Specific Amenities & Locale Offers & Deals Leisure Travel Navigational Intent

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@DodgeJD #DMAwestTechSummit Friction Free Call-to-Action Supportive Policies Leisure Travel Transactional Intent

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@DodgeJD #DMAwestTechSummit

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@DodgeJD #DMAwestTechSummit Area Insights Venue Guides Videos & Virtual Tours Business Travel Informational Intent

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@DodgeJD #DMAwestTechSummit Stakeholders Amenities & Proximity Planning Tools Business Travel Navigational Intent

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@DodgeJD #DMAwestTechSummit Friction Free Process Driven Efficiency Business Travel Transactional Intent

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@DodgeJD #DMAwestTechSummit Leverage SERPs for Integrated Ad Planning Action: Ideation

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@DodgeJD #DMAwestTechSummit Regional Visibility in AI Action: Be AI Curious

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@DodgeJD #DMAwestTechSummit Don’t Forget The Basics… Engage Educate Entertain Empower

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@DodgeJD #DMAwestTechSummit 01 Read The SERPs – Beyond 10 Blue Links 02 Be In The Traveler’s Journey 03 Adapting Your SEO Strategies for Modern Search 04 AI & Regional Visibility Take Action

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Let’s Connect Jason Dodge – Founder & CEO jason@blacktruckmedia.com blacktruckmedia.com @dodgejd Thank You! Over three decades of expertise in digital marketing, with international recognition for outstanding achievements in SEO, digital advertising, content creation, and data analytics. Slides: bit.ly/dmawest24