Hottest Search Trends & How to Maximize Opportunities - DMA 2013

Transcript

1. One Step Ahead
   Hottest Search Trends &
   How to Maximize Opportunities
   

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2. One Step Ahead
   Hottest Search Trends &
   How to Maximize Opportunities
   Grant Simmons
   Dir. SEO & Social Media Product
   The Search Agency
   @simmonet
   

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3. Search Engine Optimization
   SEO
   It’s about the user, stupid.
   Not the stupid user.
   @simmonet
   Search Engines are the
   *most* discriminating of users!
   

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4. Current Future SEO
   Connect Search Intent to Site Content
   With Context of:
   • Location
   • Behavior
   • Platform
   • Conversation
   @simmonet
   

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5. Future SEO
   New Locations
   Hyper GEO Target
   • Inside Stores
   • ZIP Codes
   • Events / Venues
   @simmonet
   

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6. Future SEO
   New Behavior
   • New queries
   • More personalization
   • When searching
   • Where searching
   • How searching
   “Search Everywhere Optimization”
   @simmonet
   

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7. Future SEO
   New Platforms
   • Mobile
   • Wearable
   • Smart vehicles
   • Appliances
   • Television / consoles etc.
   @simmonet
   

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8. What to Do?
   @simmonet
   

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9. Brands Need to…
   Understand their
   Customer / prospect
   Intent
   Context
   & how they ask
   @simmonet
   

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10. Brands Need to…
    Identify:
    • Who?
    • Where?
    • When?
    • What?
    • How?
    Create to Connect
    @simmonet
    

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11. Current Future SEO + Social
    Content is King
    Authority Content is Kingier
    Authorities are:
    • Known
    • Credible
    • Topic Experts
    @simmonet
    

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12. Future SEO + Social
    Getting Known
    Google “web of people”
    Google+
    +
    @simmonet
    

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13. Future SEO + Social
    Building Credibility
    • Reviews, news, views…
    • Authors of content
    • Broadcasters
    • Social amplification
    Create Engagement
    @simmonet
    

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14. Future SEO + Social
    Recognized Topic Experts
    Focused Consistency
    • Connections / links
    • Social love
    • Associations / citations
    “Digital Footprint”
    @simmonet
    

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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
    

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16. What to Do?
    @simmonet
    

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17. Brands Need to…
    Identify, Grow,
    Encourage, Find,
    Promote, Hire,
    Engage, Build,
    and / or Empower
    Authorities
    @simmonet
    

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18. SEO / Social Prognostications
    Many opinions. Many options.
    Many outcomes.
    Any thoughts?
    @simmonet
    

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19. One Step Ahead
    Hottest Search Trends &
    How to Maximize Opportunities
    Grant Simmons
    Dir. SEO & Social Media Product
    The Search Agency
    

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