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

Transcript

1. Future Proofing Search Marketing for 2014 and Beyond December 4 2013 DMA
2. Grant Simmons Dir. SEO & Social Media Product The Search Agency grant@thesearchagency.com @simmonet
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
4. Looking Back to Look Forward 4 Proprietary and Confidential
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
6. 2013 Looking Back | Penguin Update • Link focus • Killed link farms • Diminished paid efficacy • Beyond the homepage links @simmonet Inspire Natural Links
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
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
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
10. 2014 Predictions 10 Proprietary and Confidential
11. Semantic Web 11 Proprietary and Confidential
12. 2014 Predictions | Semantic Web • Inherently complicated connections & associations • “Things” @simmonet
13. 2014 Predictions | Semantic Web • Applies intelligence to machine learning • Creates better understanding of meaning @simmonet Leverage: Ontologies Research Expertise Markup Data
14. People Web 14 Proprietary and Confidential
15. @simmonet 2014 Predictions | People Web A User Focus Intent & context of queries • Who? • Where? • When? • What? • How? • Expertise of user • Authority of user
16. 2014 Predictions | People Web Understand Searcher • Intent • Context • Expertise • Authority Define user personas • Segment • Build query lists • Leverage authorities
17. Mobile / Device Web 17 Proprietary and Confidential
18. 2014 Predictions | Mobile / Device Web New ‘mobile’ devices / channels • Appliances • Wearable • Televisions • Consoles • Streaming devices • Smarter vehicles @simmonet
19. Social Web 19 Proprietary and Confidential
20. 2014 Predictions | Social Web 20 Proprietary and Confidential • Social connections • Social authority • Social sentiment • Social hub – Google+ +
21. 2014 Predictions | Social Web Be Social • Consistent interactions • Monitor fiercely • Connect where it matters • Engagement not broadcast @simmonet
22. Data Data Data 22 Proprietary and Confidential
23. 2014 Predictions | Data Data Data • More data means more decisions NOT more data • Filters – Refine for “metrics that matter” @simmonet
24. 2014 Predictions | Data Data Data • Rationalize. Organize. • Better data = better decisions @simmonet
25. Thank you! 25 Proprietary and Confidential
26. Questions!
27. Thank you! Grant Simmons Dir. SEO & Social Media Product The Search Agency grant@thesearchagency.com @simmonet