Hottest Search Trends & How to Maximize Opportunities - DMA 2013

Transcript

1. One Step Ahead Hottest Search Trends & How to Maximize Opportunities
2. One Step Ahead Hottest Search Trends & How to Maximize Opportunities Grant Simmons Dir. SEO & Social Media Product The Search Agency @simmonet
3. Search Engine Optimization SEO It’s about the user, stupid. Not the stupid user. @simmonet Search Engines are the *most* discriminating of users!
4. Current Future SEO Connect Search Intent to Site Content With Context of: • Location • Behavior • Platform • Conversation @simmonet
5. Future SEO New Locations Hyper GEO Target • Inside Stores • ZIP Codes • Events / Venues @simmonet
6. Future SEO New Behavior • New queries • More personalization • When searching • Where searching • How searching “Search Everywhere Optimization” @simmonet
7. Future SEO New Platforms • Mobile • Wearable • Smart vehicles • Appliances • Television / consoles etc. @simmonet
8. What to Do? @simmonet
9. Brands Need to… Understand their Customer / prospect Intent Context & how they ask @simmonet
10. Brands Need to… Identify: • Who? • Where? • When? • What? • How? Create to Connect @simmonet
11. Current Future SEO + Social Content is King Authority Content is Kingier Authorities are: • Known • Credible • Topic Experts @simmonet
12. Future SEO + Social Getting Known Google “web of people” Google+ + @simmonet
13. Future SEO + Social Building Credibility • Reviews, news, views… • Authors of content • Broadcasters • Social amplification Create Engagement @simmonet
14. Future SEO + Social Recognized Topic Experts Focused Consistency • Connections / links • Social love • Associations / citations “Digital Footprint” @simmonet
15. Future SEO + Social “ o ” We’re (Google) doing a better job of detecting when someone is sort of an authority in a specific space… and trying to make sure that those rank a little more highly if you’re some sort of authority…” @simmonet Matt Cutts – Google Engineer
16. What to Do? @simmonet
17. Brands Need to… Identify, Grow, Encourage, Find, Promote, Hire, Engage, Build, and / or Empower Authorities @simmonet
18. SEO / Social Prognostications Many opinions. Many options. Many outcomes. Any thoughts? @simmonet
19. One Step Ahead Hottest Search Trends & How to Maximize Opportunities Grant Simmons Dir. SEO & Social Media Product The Search Agency