Looking to stay ahead of the digital marketing curve? Discover the key trends that are shaping search, digital, voice, and omnichannel strategies in 2020. Benu Aggarwal, President and Founder of Milestone Inc., presents her yearly “key trends” webinar together with Bill Hunt, President, Back Azimuth Consulting. In this presentation, you will learn: - How search and digital marketing evolved in 2019. - The planning must-haves for search, digital, voice, and -omnichannel strategies in 2020. - Key mobile content trends and must-haves to stay competitive. - How to leverage omnichannel strategies to market your business. - How to saturate your customer journey, purchase funnel, and cross-channel attributions. - Key digital strategies to stay ahead: voice search, chatbots, progressive web apps (PWA), videos, and AI.

1. #SEJThinktank
@MilestoneMKTG
2020 DIGITAL TRENDS &
MUST-HAVES

2. #SEJThinktank
@MilestoneMKTG@MILESTONEMKTG

3. #SEJThinktank
@MilestoneMKTG
Milestone Product And Services Offering
CMS Local
Reviews AnalyticsInsights
Schema Voice
Search
DRIVE REVENUE AND TRAFFIC FROM DIGITAL
Design Content SEO
Paid
Marketing
Social content
marketing
Analytics &
consulting
Hospitality | Restaurants | Retail | Finance | Automotive | Healthcare
DIGITAL PRESENCE CLOUD SERVICES

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@MilestoneMKTG
Evolution Of Search
& Your Digital
Strategy In 2020

5. #SEJThinktank
@MilestoneMKTG
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

6. #SEJThinktank
@MilestoneMKTG
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-voi
ce-search/

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

8. #SEJThinktank
@MilestoneMKTG
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”
GETTING VOICE READY CONVERSATIONAL SEARCH IMPACT
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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@MilestoneMKTG
Your Digital Strategy Is To
Saturate Google Home Page
This is Your
Homepage.

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

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@MilestoneMKTG
84% of Searches are Discovery Searches

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@MilestoneMKTG
Google Mobile Browser Search Clicks: Sept. 2019

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@MilestoneMKTG
Rich Answers, Images and SERP Saturation

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@MilestoneMKTG
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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@MilestoneMKTG
Start with - What Business Problems We Are Solving?
MORE AWARENESS,
MORE FOOT
TRAFFIC
NEW BUSINESS /
REBRAND
DIRECT
CONVERSION,
LOWER OTA SHARE
ENGAGEMENT &
CONVERSIONS
SPECIAL EVENTS,
SLOW SEASON
BOOST LENGTH OF
STAY (LOS)
GROW MEETING
BUSINESS
MILESTONE
IDEA LAB

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@MilestoneMKTG
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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@MilestoneMKTG
Content: Think Needs, Intent, Topics not Keywords
17

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

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@MilestoneMKTG
Step 3 – 2020 Year of Entity and Voice Search
Sample
schemas
Financial Institution
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)
MortgageLo
an
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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@MilestoneMKTG
Step 4 – Getting Ready for Voice Search
FAQ Manager – Capture FAQs and Publish across all channelsVOICE
SEARCH

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@MilestoneMKTG
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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@MilestoneMKTG
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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@MilestoneMKTG
Enhanced Local and GMB
Really Impact your Results

25. #SEJThinktank
@MilestoneMKTG
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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@MilestoneMKTG
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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@MilestoneMKTG
Consistent Data, Enhanced Listings Leads to Amazing
Local Performance

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@MilestoneMKTG
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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@MilestoneMKTG
Step 8 - Saturate SERPS and Universal Results
SATURATE
SERPS

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@MilestoneMKTG
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

31. #SEJThinktank
@MilestoneMKTG
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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@MilestoneMKTG
Evaluate Impact of Enhancing Speed

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

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@MilestoneMKTG
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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@MilestoneMKTG
Step 9 Inspiration
Enhanced experience through newly optimized assets

36. #SEJThinktank
@MilestoneMKTG
Step 10
Right Answers
Can Be Monetized

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@MilestoneMKTG
Holistic Strategy
Align with your
business objectives
HOLISTIC
DIGITAL
STRATEGY

38. #SEJThinktank
@MilestoneMKTG
Step 11 - Strategy & Business Objectives
Framework
Experience
Conversion
Consideration /
Engagement
Awareness
CUSTOMER VISION
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
SAMPLE KPIS
EXPLORATION
DECISION-MAKING
PURCHASE
ADVOCACY
BUYERS JOURNEY

39. #SEJThinktank
@MilestoneMKTG
Know Your Customer - Data Driven Audience Targeting
39
Gender:
72% 28%
Age groups:
25-3422%
28%
23%
35-44
45-54
Industry
Geo-location
Interest
Device
Customers
Brand Loyal

40. #SEJThinktank
@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

41. #SEJThinktank
@MilestoneMKTG
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

42. #SEJThinktank
@MilestoneMKTG
Step 12 - Convert Knowledge Into Wisdom

43. #SEJThinktank
@MilestoneMKTG
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

44. #SEJThinktank
@MilestoneMKTG
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

45. #SEJThinktank
@MilestoneMKTG
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

46. #SEJThinktank
@MilestoneMKTG
Register Now
WEBINAR:
More leads & revenue from
Yelp
using the Milestone
platform
Go.milestoneinternet.com/YelpGo.milestoneinternet.com/Engage
February 20
* Early Bird Discount
Promo Code: ENGAGE

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@MilestoneMKTG@MILESTONEMKTG

48. BACK UP

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2020 DIGITAL STRATEGY