This document outlines internet marketing trends for 2013, including trends in SEO, social media, paid advertising, mobile/local marketing, conversions, and online reputation. Some key points are that SEO will require more technical skills, content quality will continue increasing in importance, social signals and multimedia will play a stronger role, paid advertising like retargeting and local ads will grow, and online reputation directly impacts sales and conversions. The action plan suggests focusing on offsite content/links, mobile/local markets, social media ROI, paid campaign segmentation, retargeting, and website optimization.

1. Looking Ahead:
Internet Marketing Trends for 2013
Bernard May
President
Adam de Jong
Marketing Manager

2. Agenda
SEO trends
Social and content marketing trends
Paid advertising trends
Mo/Lo trends
Conversion trends
Reputation trends
Your action plan for the new year

3. SEO Trends

4. Search is more Complex
Search algorithms will get more sophisticated
User experience will increasingly affect rankings
Personalization will become more prevalent

5. SEO is more Technical
Technical proficiency will become more critical
Site architecture
Site performance
Page speed
Rich snippets

6. SEO Is More Expensive
SEO is More Expensive
Cost of SEO will continue
to increase
Rankings matter, but
traffic and conversion is
more important
Target long tail keywords
that convert

7. SEO is Internet Marketing
Improving SEO will benefit not just search
engine rankings but will help with organic
promotion all over the web
SEO requires content creation and promotion
Blog posts, coupons, classifieds, videos and
more

8. Link Generation
Link diversification will become the norm
Link trading and 3-way links appear as though
they may come back into vogue
The cost of sophisticated links will increase
Obvious linking will be ignored/penalized

9. SEO Takeaways
Keep up with more complex search algorithms
by getting more technical
Pay attention to site structure, canonicals,
duplicate content
Personalize content for targeted audience
Share quality content offsite—start
distributing coupons, classifieds, videos, etc.
Diversify your linking strategy

10. Content & Social Media Trends

11. Content Value Exchange
Content partnerships will become
more common (exchange of value
for backlinks)
Having quality content will remain
essential
Standard for content quality will
increase as content improves
Google Algorithm will become
smarter
More niche experts

12. Integrating Multimedia
Content integration is key
As mobile grows, video will
become more important
Video and images dominate
more of the Universal
Search Results
Visualization gains
popularity due to growth of
Pinterest, Infographics, and
Instagram

13. Social Signals Impact SEO
Social will become a somewhat stronger
indicator of rankings
Social will become more imbedded in all
aspects of everything we do on the web
Google+ will integrate with more of the Google
world
Sponsored content is soon to be the next big
paid marketing strategy

14. Forget the Vanity Metrics
Companies will start to rethink their Social
Media campaigns and focus on investing in
campaigns that generate ROI
Engagement rather than likes, pins and re-
tweets will become the measure of success

15. Content and Social Media Takeaways
Provide a value exchange with quality content
Find your niche
Explore multimedia and integrate it with your
content campaigns
Make sure your brand has a presence on
social media sites that accomplish your goals

16. Paid Advertising Trends

17. Paid Search is More Expensive
Click are costly, so you must diversity your PPC
Adwords: Text & displays
Google Product Listing Ads
Comparison shopping engines
Marketplaces
Mobile ads

18. Retargeting is Key
Retargeting will continue to grow in importance
New sophisticated ‘cookies’ will track users
Maximize traffic by bringing visitors back to your
site

19. New Focus on Attention Grabbing Ads
Video ads will be more effective
New ways to grab user’s attention
Rich media gets more sophisticated
Dynamic ad content that slide out or down
and videos that expand and play with a mouse
over

20. PPC Takeaways
Diversity your paid ad campaigns by targeting
specific channels
Create dynamic ads with visualization
Use retargeting to increase your ROI

21. Mo/Lo Trends

22. Explosion of the Mobile Market
Mobile has surpassed desktop
Targeting will be done by device
type and geotargeting
ecommerce on mobile will become
more elegant and easier to use

23. Local is Everywhere
Mobile and Local (MOLO) will
become integrated
Local Search is becoming increasingly
relevant and Local Apps are becoming
increasingly important
Google will further monetize local
search/Maps
Reviews will continue to influence
traffic and sales

24. Mobile and Local Takeaways
Create a mobile optimized website
Create a Google+ local business page
Submit your business to the top national data
providers
Create profiles on the top local review sites
such as Yelp, Foursquare and CitySearch

25. Conversion Trends

26. Conversion Rate Optimization
Traffic is more
expensive
Conversion is more
important
Web design and
analytics tracking
become crucial to your
online success

27. Email Marketing Going Strong
Email still generates strong ROI
Mobile search has made email more relevant
than ever

28. Conversion Takeaways
Use Google Analytics
Implement conversion testing on your most
important webpages
Create regular email campaigns targeted to
specific customer personas

29. Reputation Trends

30. Online Reputation Impacts Sales
57% of users now use search engines to find background online
46% of adults have created their own social media profile
72% trust online reviews as much as personal recommendations
44% of adults have searched for information about someone whose
services or advice they seek in a professional capacity
Pew Statistics, "Reputation Management and Social Media" 2012
Search Engine Land’s Local Consumer Review Survey – March 2012

31. Reputation Takeaways
Invest in protecting your brand
Monitor your online reputation so that you
know what’s being said and how to fix it
Focus on improving your online reviews
Respond to negative reviewers –be proactive
Encourage customers to share positive
experiences with you or on review sites

32. Action Plan

33. Your Action Plan for The New Year
Generating quality offsite content that generate
links and drives traffic
Exploring link diversification and distribution
Moving into emerging mobile and local markets
Leveraging social media to get the most ROI
Segmenting your PPC campaign
Retargeting and conversion testing will maximize
the value of your traffic
Optimize your website for engagement

34. Q&A