What are the 12 must-haves for your 2020 digital marketing tool bag to create a holistic digital marketing strategy? Milestone President and Founder, Benu Aggarwal, along with Bill Hunt, President, Back Azimuth Consulting, discuss the trends, and break down what's most important for marketers in 2020

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2020 DIGITAL TRENDS &
MUST-HAVES

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@MilestoneMKTG@MILESTONEMKTG

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@MilestoneMKTG
Milestone Product And Services Offering
CMS Local
Reviews AnalyticsInsights
Schema Voice Search
D RI V E REV ENUE A ND TRAFFI C FROM D I G I TA L
Design Content SEO
Paid
Marketing
Social content
marketing
Analytics &
consulting
Hospitality | Restaurants | Retail | Finance | Automotive | Healthcare
D I G I TA L P R E S E N C E C LO U D S E R V I C E S

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Evolution Of Search
& Your Digital
Strategy In 2020

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Evolution of Search
TEXT
DRIVEN
2008 2020
VOICE
DRIVEN
KEYWORDS CONVERSATIONS
No duplicate
content
No spammy
content or links
Relevant &
precise results
Understand
Long Tail (FAQ)
Local
Mobile
SERP
Quality
Local
Results
Thin Content
FIGHT SPAM ENHANCE UX
https://moz.com/google-algorithm-change

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Mobile And Voice Search Are Really Taking Lion Share
50%
of search is expected to
be voice-based by 2020
(ComScore, 2017)
30%
of web browsing will be
screen-less by 2020
(Gartner 2019)
https://www.campaignlive.co.uk/article/just-say-it-future-search-voice-personal-digital-assistants/1392459
https://www.seroundtable.com/google-mobile-searches-now-65-of-all-searches-28003.html
https://www.gartner.com/smarterwithgartner/gartner-predicts-a-virtual-world-of-exponential-change/
65%
of all Google
searches are mobile
(Google 2019)
https://www.dbswebsite.com/blog/trends-in-
voice-search/

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Nearly 64.3% of
Searches Are Now
From Mobile Devices,
54% Leads
10% Jump As
Compare To Last Year
64.3% 54%

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BERT – Why & Impact
Bidirectional Encoder Representations from Transformers
According to google – “Bert helps better understand the nuances and context of words
in searches and better match those queries with more relevant results”
GETTINGVOICEREADY CONVERSATIONAL SEARCHIMPACT
Google estimates that this
update will impact around 1
of 10 searches
Designed for conversational
and natural language queries
Relevant results, better user
experience, less clicks

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Your Digital Strategy Is To
Saturate Google Home Page
This is Your
Homepage.

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Ads
Local
3 - Packs
FAQ
Video
Images
SERPS in
2020
Universal
SERPs

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84% of Searches are Discovery Searches

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Google Mobile Browser Search Clicks: Sept. 2019
56.10%
39.69%
4.22%
Zero-Click Searches
Searches w/ Organic
Clicks
Searches w/ Paid Clicks

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Rich Answers, Images and SERP Saturation

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12 Steps to create Robust Digital Strategy in 2020
FIND
SEARCHER
INTENT
CONSISTENT
DIGITAL
ASSETS
ENTITY
SEARCH
VOICE
SEARCH
INTEGRATION &
AUTOMATION
CONSISTENT &
ENHANCED
INFORMATION
FOCUS ON THE
ANSWER, NOT
CLICKS
SATURATE
SERPS
MEASURE
IMPACT
USER
EXPERIENCE
HOLISTIC
DIGITAL
STRATEGY
KNOWLEDGE
VS.
WISDOM

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Start with - What Business Problems We Are Solving?
MOREAWARENESS,
MOREFOOTTRAFFIC
NEWBUSINESS/
REBRAND
DIRECTCONVERSION,
LOWEROTASHARE
ENGAGEMENT&
CONVERSIONS
SPECIALEVENTS,SLOW
SEASON
BOOSTLENGTHOF
STAY(LOS)
GROWMEETING
BUSINESS
MILESTONE
IDEA LAB

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Step One - Find Searcher Intent
Do we have assets that can meet customer needs?
Create content to meet customer needs
FIND
SEARCHER
INTENT

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Content: Think Needs, Intent, Topics not Keywords
18

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How To Create Informational Content?
Where is Playa
del Carmen 5th
Avenue parking?
What are the best
Playa del Carmen 5th
Avenue restaurants?
?
What are the best
Playa del Carmen
5th Avenue clothing
stores?
Google Searches
MOZ Keyword Explorer
Ahrefs or Moz
keyword explorer
Insights
AnswerThePublic
UberSuggest
Keywordtool.io
Serpstat
Questions capture voice
and natural search queries
Answers are rich,
informative, and solve a
problem
Generates answer boxes on
SERP
KEYWORD TOOLS

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Step 2
Align Digital
Assets with
Content Strategy
FAQs
wrapped in
schemas
CONSISTENT
DIGITAL
ASSETS

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Step 3 – 2020 Year of Entity and Voice Search
Sample schemas
FinancialInstitution
name
description
areaServed
image
contactPoint
brand
logo
address
phone
fax
email
tickerSymbol
FinancialProduct
sameAs (social URLs)
FinancialProduct
name
description
areaServed
hoursAvailable
image
contactPoint
brand
logo
address
phone
fax
email
MortgageLoan
potentialAction
sameAs (social URLs)
MortgageLoan
name
serviceType
image
url
description
broker
loanType
interestRate
audience
Expected Impact – 20-30% increase in Organic Search Traffic
Schemas on Bank Websites drive online product sales

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Step 4 – Getting Ready for Voice Search
FAQ Manager – Capture FAQs and Publish across all channelsVOICE
SEARCH

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CONSUMER
GOOGLE HOME
ALEXA
GOOGLE ASSISTANT
VOICE
ACTIONS
MODULE
VOICE
QUERIES
CONTENT
MODULE
Step 5 - FAQ to Create Voice Action
Milestone Voice
Intent mapping
Directory information
Training phrases
* Assumes mobile responsive website and optimized for schemas and speed
VOICE
SEARCH

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Step 5 – Leverage Critical FAQ Data Across
Multiple Platforms
FAQs
(voice search
based)
VOICE ACTIONS + QUERIES
PLATFORM (AI-enabled)
Chatbot
Your website
UNANSWERED
INTENTS
INTEGRATION &
AUTOMATION

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Enhanced Local and GMB
Really Impact your Results

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Step 6 – Critical to Have Accurate and
Enhanced Information Across All Channels
https://moz.com/learn/local/citations-by-category
Local Search
Engine
& Hyper Local
Listings
Data
Aggregators
Internet Yellow
Pages
Social
Channels
Maps
APPS & LISTINGSCentral Data Hub
Source Search Engines Apps & listings End-points
CONSISTENT &
ENHANCED
INFORMATION

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Leverage all Assets to Expand Your Listings
PUBLISH
TO GMB
YELP
WEBSITE
Google My Business Yelp Offers Website Offers
RICH AND ACCURATE INFORMATION

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Consistent Data, Enhanced Listings Leads to Amazing
Local Performance

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Step 7 – 2020 Optimize for Traffic
and Getting People Right Answer
“zero click” solves
problems
FOCUS ON THE
ANSWER, NOT
CLICKS

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Step 8 - Saturate SERPS and Universal Results
SATURATE
SERPS

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Key to Success - We Understand and Align to the
Users Needs Across all Devices
QUESTIONS INSTEAD
OF SEARCHES
SHORTER
ATTENTION SPANS
SMALLER DEVICE
SCREENS
SCREEN-LESS
DEVICES

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Step 9 – Aim For The Best User
Experience
AUTHORITY:
Consistent qualitative
Links & Citation
1 TECHNICAL SEO:
Webquality2 RELEVANCY: Relevant,
Fresh & Conversational3
SPEED
and Mobile first4 CLICKABILITY: Entities,
UX, Layout, Structure5
5 Pillars for User Experience
Your Domain should
demonstrate solid expertise,
authority and trust (EAT)
USER
EXPERIENCE

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Evaluate Impact of Enhancing Speed

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AMP, Long Tail, FAQ
Getting Most Traffic AMP, Dining, Things
to do, Specials,
FAQ

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Performance DROPS Seen Across Sites That Do
Not Cut It – Traffic, Speed And Mobile
SEM Rush Domain
Analysis Analytics
code changed
900 Sessions 450 Sessions

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Step 9 Inspiration
Enhanced experience through newly optimized assets

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Step 10
Right Answers
Can Be Monetized

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Holistic Strategy
Align with your
business objectives
HOLISTIC
DIGITAL
STRATEGY

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Step 11 - Strategy & Business Objectives
Framework
Experience
Conversion
Consideration /
Engagement
Awareness
CUSTOMERVISION
Increase return visits by
5%
Increase Meeting &
Wedding inquiries by
10%
Increase engagement by
5%
Increase brand
awareness by 10%
SMART GOAL
ENGAGE
CONVERT
ACT
REACH
STRATEGY
Increase loyalty &
promoters
Convert to
purchase
Consumer
outreach &
connection
Grow market
share
IMPACT
Repeat Visitors
Recommendations
Bookings, RFPs
Branch locator usage,
time on site, lower BR
Impressions and New
Visitors
SAMPLEKPIS
EXPLORATION
DECISION-MAKING
PURCHASE
ADVOCACY
BUYERSJOURNEY

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Know Your Customer - Data Driven Audience Targeting
40
Gender:
72% 28%
Age groups:
25-3422%
28%
23%
35-44
45-54
Industry
Geo-location
Interest
Device
Customers
Brand Loyal

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@MilestoneMKTG
What Happens When We Do Not Sing And Dance Together?
Strategy Spend Impression Clicks Impression Share
Google – In-Market $3,291 31,362 2,842 51.85%
Google Display $4,392 9,847,174 130,935 --
Audience Targeting Wrong = Wrong Clicks

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Step 11 - Holistic Strategy Across All Channels
MEASURABLE
IMPACT
AVAILABLE
CHANNELS &
SERVICES
Speed &
Mobile
Technical
SEO
Relevancy Authority Performance
Analytics
Clickability
User
Experience
Crawl Health
Indexability
Content
Marketing
Local &
Links
PPC
CRO
Business
Intelligence
Schemas,
CRO, DAO,
site
features

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Step 12 - Convert Knowledge Into Wisdom

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ACT
ENGAGE
ADOPTION
REACH
Funnel View
AWARENESS
CONSIDERATION
ENGAGEMENT
CONVERSION
RETENTION
STAGE MS STRATEGY RESULTS KPIs
895,887 Impressions on Search Console
2,048,306 Organic Impressions on GMB
+ 13.1% in Traffic from all Channels
+21.3% in Traffic from Paid Search
+17.1% in New Users
+9.2% in Web Leads from Organic
+36% in Phone Calls from Paid Search
+12.9% Overall in Phone Calls from Website
+4% in GMB Phone Calls
+200 RFPs
REACH &
IMPRESSIONS
TRAFFIC TO
WEBSITE
LEADS &
BOOKINGS
- 30% Bounce Rate
+20 Conversion Rate
+10% LTV (Customer Lifetime Value)
Conversion
Rate and LTV

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Step 12 – Converting Knowledge Into Wisdom
AUTOMATION RETENTION STAYING AHEAD COMMUNICATION NPS
ENGAGEMENT ADOPTION QUALITY TIME TO DELIVERY GROWTH
All Teams
Product
and Services
Performance +
Communication
Laser Sharp Focus Define Success
Create
Processes
Add
Value
Deploy Latest
Strategies
Customer
Delight & Value
Customer
Satisfaction

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Are you ready for 2020?
First 50 Attendees will Get Complimentary Review
• Content Health
• Entity / Schema Health
• Mobile Readiness
• Technical Health
• Local & GMB
• https://go.milestoneinternet.com/audit

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Register Now
WEBINAR:
Moreleads&revenuefromYelp
usingtheMilestoneplatform
Go.milestoneinternet.com/YelpGo.milestoneinternet.com/Engage
February 20
* Early Bird Discount
Promo Code: ENGAGE

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2020 DIGITAL STRATEGY