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Future-Proofing Search Marketing for 2014 and B...
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Grant Simmons
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December 04, 2013
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Future-Proofing Search Marketing for 2014 and Beyond - DMA 2013
Grant Simmons
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December 04, 2013
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Transcript
Future Proofing Search Marketing for 2014 and Beyond December 4
2013 DMA
Grant Simmons Dir. SEO & Social Media Product The Search
Agency
[email protected]
@simmonet
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
Looking Back to Look Forward 4 Proprietary and Confidential
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
2013 Looking Back | Penguin Update • Link focus •
Killed link farms • Diminished paid efficacy • Beyond the homepage links @simmonet Inspire Natural Links
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
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
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
2014 Predictions 10 Proprietary and Confidential
Semantic Web 11 Proprietary and Confidential
2014 Predictions | Semantic Web • Inherently complicated connections &
associations • “Things” @simmonet
2014 Predictions | Semantic Web • Applies intelligence to machine
learning • Creates better understanding of meaning @simmonet Leverage: Ontologies Research Expertise Markup Data
People Web 14 Proprietary and Confidential
@simmonet 2014 Predictions | People Web A User Focus Intent
& context of queries • Who? • Where? • When? • What? • How? • Expertise of user • Authority of user
2014 Predictions | People Web Understand Searcher • Intent •
Context • Expertise • Authority Define user personas • Segment • Build query lists • Leverage authorities
Mobile / Device Web 17 Proprietary and Confidential
2014 Predictions | Mobile / Device Web New ‘mobile’ devices
/ channels • Appliances • Wearable • Televisions • Consoles • Streaming devices • Smarter vehicles @simmonet
Social Web 19 Proprietary and Confidential
2014 Predictions | Social Web 20 Proprietary and Confidential •
Social connections • Social authority • Social sentiment • Social hub – Google+ +
2014 Predictions | Social Web Be Social • Consistent interactions
• Monitor fiercely • Connect where it matters • Engagement not broadcast @simmonet
Data Data Data 22 Proprietary and Confidential
2014 Predictions | Data Data Data • More data means
more decisions NOT more data • Filters – Refine for “metrics that matter” @simmonet
2014 Predictions | Data Data Data • Rationalize. Organize. •
Better data = better decisions @simmonet
Thank you! 25 Proprietary and Confidential
Questions!
Thank you! Grant Simmons Dir. SEO & Social Media Product
The Search Agency
[email protected]
@simmonet