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Hottest Search Trends & How to Maximize Opportunities - DMA 2013

Hottest Search Trends & How to Maximize Opportunities - DMA 2013

Grant Simmons

October 04, 2013
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  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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