Future-Proofing Search Marketing for 2014 and Beyond - DMA 2013

Transcript

1. Future Proofing Search Marketing
   for 2014 and Beyond
   December 4 2013
   DMA
   

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2. Grant Simmons
   Dir. SEO & Social Media Product
   The Search Agency
   grant@thesearchagency.com
   @simmonet
   

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3. DMA | Future Proofing SEO
   • A look back to look forward
   – Panda
   – Penguin
   – Hummingbird
   – Authorship & Google+
   – Keywords (Not Provided)
   • 2014 predictions
   – Semantic web
   – People web
   – Mobile / Device web
   – Social web
   – Data data data
   Proprietary and Confidential 3
   

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4. Looking Back to Look Forward
   4
   Proprietary and Confidential
   

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5. 2013 Looking Back | Panda Update
   • Content focus
   • No more big hits
   • Rolls out over 30 days
   • Part of ‘normal’ algorithm updates
   @simmonet
   Create Better Content
   

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6. 2013 Looking Back | Penguin Update
   • Link focus
   • Killed link farms
   • Diminished paid efficacy
   • Beyond the homepage links
   @simmonet
   Inspire Natural Links
   

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7. 2013 Looking Back | Hummingbird Update
   • From matching to intelligent matching
   • Looks at meaning behind words
   • Leverages knowledge & behavior
   • Conversational over literal
   • Query understanding
   @simmonet
   Create Broader Answers
   

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8. Create Digital Footprint
   2013 Looking Back | Authorship & Google+
   • Not new, but hot topic
   • Show your face in search results = better CTR
   • Highlights ‘authorities’
   • Ties into Google+
   @simmonet
   

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9. Keywords (Not Provided) | Overview
   • Google encrypting organic keyword data
   • The end of SEO as many know it
   • The beginning of SEO as it should be
   @simmonet
   Tell Different Stories With Data
   SEO is alive & well
   

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10. 2014 Predictions
    10
    Proprietary and Confidential
    

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11. Semantic Web
    11
    Proprietary and Confidential
    

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12. 2014 Predictions | Semantic Web
    • Inherently complicated connections & associations
    • “Things”
    @simmonet
    

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13. 2014 Predictions | Semantic Web
    • Applies intelligence to machine learning
    • Creates better understanding of meaning
    @simmonet
    Leverage:
    Ontologies
    Research
    Expertise
    Markup Data
    

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14. People Web
    14
    Proprietary and Confidential
    

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15. @simmonet
    2014 Predictions | People Web
    A User Focus
    Intent & context of queries
    • Who?
    • Where?
    • When?
    • What?
    • How?
    • Expertise of user
    • Authority of user
    

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16. 2014 Predictions | People Web
    Understand Searcher
    • Intent
    • Context
    • Expertise
    • Authority
    Define user personas
    • Segment
    • Build query lists
    • Leverage authorities
    

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17. Mobile / Device Web
    17
    Proprietary and Confidential
    

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18. 2014 Predictions | Mobile / Device Web
    New ‘mobile’ devices / channels
    • Appliances
    • Wearable
    • Televisions
    • Consoles
    • Streaming devices
    • Smarter vehicles
    @simmonet
    

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19. Social Web
    19
    Proprietary and Confidential
    

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20. 2014 Predictions | Social Web
    20
    Proprietary and Confidential
    • Social connections
    • Social authority
    • Social sentiment
    • Social hub – Google+
    +
    

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21. 2014 Predictions | Social Web
    Be Social
    • Consistent interactions
    • Monitor fiercely
    • Connect where it matters
    • Engagement not broadcast
    @simmonet
    

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22. Data Data Data
    22
    Proprietary and Confidential
    

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23. 2014 Predictions | Data Data Data
    • More data means more decisions NOT more data
    • Filters
    – Refine for “metrics that matter”
    @simmonet
    

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24. 2014 Predictions | Data Data Data
    • Rationalize. Organize.
    • Better data = better decisions
    @simmonet
    

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25. Thank you!
    25
    Proprietary and Confidential
    

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26. Questions!
    

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27. Thank you!
    Grant Simmons
    Dir. SEO & Social Media Product
    The Search Agency
    grant@thesearchagency.com
    @simmonet
    

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