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Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar

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Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar

  1. 1. DARIN “DOC” BERNTSON SENIOR COMMUNITY MANAGER
  2. 2. WE‟RE RECORDING TODAY‟S PRESENTATION SO SIT BACK AND ENJOY THE WEBINAR
  3. 3. JOIN THE CONVERSTAION • Tweet Questions to @SEOCOM • Use #SEOTrends Hashtag • Or Use The Webinar Q&A Best Questions / Comments May Earn You a SEO.com Bag O‟ Swag!
  4. 4. SPECIAL GUEST PRESENTER ELISABETH OSMELOSKI EXECUTIVE FEATURES EDITOR
  5. 5. Organic SEO & Social Search
  6. 6. SEO still greatly misunderstood in „the real world‟ – only reference for it is “spam” or bad tactics, not solid best practices and sustainable marketing strategies. SEO fundamentally means understanding: • How people search • Where people search • What to do to make your site/product appear in search listings
  7. 7. SEO & The Informed Webmaster
  8. 8. Webmaster Tools from Bing & Google telling us more than ever… Google sends approximately “hundreds of thousands” of messages each month to webmasters. - Matt Cutts, February 2013 • 90% of those messages are black hat related • 4% are notifications of content that have little or no value add • 3% are hacking notifications • 2% are about link buying • 1% are about link selling
  9. 9. Schema & Structured Data
  10. 10. Structured Markup helps users find answers quickly Search engines want to give direct, correct answers Google‟s WYSIWYG Data Highlighting / Tag Tool: Useful for event calendars
  11. 11. Google‟s Knowledge Graph seeks to provide direct answers… … but Google doesn‟t “know” anything it doesn‟t learn from the Web
  12. 12. Social Search – Google+ YOU?
  13. 13. Source: Google+ Hits 135mm “In Stream” users
  14. 14. Social Search – Facebook Graph Search
  15. 15. • Facebook Graph Search seeks to mirror our behaviors, to index personal preferences, make our minds searchable • Social signals are more democratic than links as votes • Likes ARE votes within Facebook’s Graph Search
  16. 16. Do your friends & family really know best? Search + Social = Discovery
  17. 17. Content Marketing: It‟s Not New Or Shiny
  18. 18. History of Content Marketing Content Marketing Institute If your business hasn‟t been creating “content” all along, what have you been doing? •Print/Digital catalogs •Product packaging •Whitepapers •Video content •Audio content •Presentation decks •PDF brochures •Press releases •Guest articles •Expert interviews •Mobile apps •Mobile games •Reviews & Testimonials
  19. 19. Content Marketing = Regifting Re-packaging content for specific audiences: • Website pages • Blog posts • Tweets • Facebook Status updates • Other social profiles/activities • Coupons & deal creation • Photos • Illustrations / Visuals • Infographics
  20. 20. Content Promotion, PR & Links Package Delivery System: • Social Media Shares • Traditional Media • Integrated PR • Establish Authority • Engage Community
  21. 21. Authorship + Authority
  22. 22. Publishers Need To Be Better Marketers
  23. 23. Measure content reach, performance through a variety of lenses.
  24. 24. Publishers Need To Produce Best Content
  25. 25. source: Google Panda Two Years Later: Losers Still Losing & One Real Recovery
  26. 26. Publishers Need To Be Better At SEO
  27. 27. MotorTrend recovers from being Panda-lized, Business.com has mixed results source: Google Panda Two Years Later: Losers Still Losing & One Real Recovery
  28. 28. Search & Display Advertising Typical Search Retargeting Strategies • Current PPC keyword list (usually covers all product and category terms) • Head terms that have been optimized out of general campaigns because of CPC • SEO “wishlist” keyword terms • Competitor brand and product terms
  29. 29. Facebook Exchange (FBX) • Real Time Bidding (RTB) • FBX potentially adds 25% to the real-time media inventory available • Quality of user match • Recency • Look-a-likes & search-a- likes
  30. 30. Facebook Custom Audiences Direct User Match Targeted Creative • FB ID • Promote content • Email address • Custom offers – • Phone Number demographic, interests • 50-95% match rates • Mobile targeting Facebook‟s most powerful marketing tool? Targeted repeat customers with offers for Aria, Luxor, MGM Grand and Mirage hotels. Reportedly saw a 5X return on ad spend
  31. 31. Earned & Paid Social Media Community Counts • Who‟s paying for followers & fans? Prioritizing Platforms • Oreo‟s triple dip: • Instagram • Twitter • Facebook
  32. 32. Local Search Google+ Local = • 25% of Yelp‟s local ads were shown on mobile devices • Yelp mobile app was used on ~9.2mm mobile devices / mo. avg • Over 36mm reviews, 100mm monthly unique users • Active local biz accounts grew 68% YOY to almost 40K total • 61% of photos uploaded via mobile • 46% of total Yelp search query volume via mobile devices - source: MarketingLand.com
  33. 33. Google+ Places
  34. 34. Mobile Marketing •Searching everywhere, 24/7 • Showrooming • Do Tablets = Desktop? • Mobile still is unique • Abandonment an issue • Apps, voice searching a factor
  35. 35. Check-in Here, Not There? • 18% of U.S. smartphone owners are using geosocial services to check in to certain places and share their location with friends, up from 12% in 2011. (Pew Research Center Internet & American Life Project, May 2012) FTC Has Mobile Privacy Concerns • Do Not Track? • Recommendations for • platforms/providers • app developers • ad networks
  36. 36. Mobile Marketing Device & OS Wars
  37. 37. Mobile SEO Native Apps –Do You Need One? • If small screens (smartphones) used more… • is there volume of queries? • What‟s the goal? • mobile keyword research tips • A phone call? • A purchase? • A walk-in customer?
  38. 38. Converting Clicks to Customers
  39. 39. Conversion Begins At Targeting • Where did you find your users? Testing & Tuning • Optimize Conv. Rate! Loyalty Marketing • the CIO will become more actively involved with the CMO in all Resurgence marketing automation decisions that have cross-functional implications •automation outlay could approach 10% of marketing's discretionary • Once you have them, don‟t budget in 2013, with 2/3 of total outlay coming from marketing and one- let go! third coming from IT; for "best practice" organizations, this will shift to 50:50 by 2014 - IDC Chief Marketing Officer predictions for 2013
  40. 40. Measuring Real Results Privacy Issues Raise Eyebrows for digital marketers, it means:  Might not know how customers found you  Might not know if customers are new  Might not know where customers have been  Might have less ability to target  inherent targeting through keywords remains  Might have less ability to track conversions
  41. 41. Life in a Not Provided World • Will it ever reach 100%? • Can We Get This Data Back?
  42. 42. 3 Things To Watch Closely 1. Bing Search Growth? 2. Rise of FB Graph Search: • Entertainment – Movies, TV & Music • Restaurants • Travel – hotels & activities 3. Mobile Search Behaviors
  43. 43. THANK YOU ELISABETH OSMELOSKI EXECUTIVE FEATURES EDITOR Follow @elisabethos on Twitter
  44. 44. DOWNLOAD OUR LATEST EBOOK FOR FREE! http://bit.ly/Pinterest10step Learn how to drive traffic to your Website and increase sales Through Pinterest marketing
  45. 45. We Will Be Discussing OUR NEXT Google+ WEBINAR Registration Details Coming Soon March 21, 2013 11AM MST / 1PM EST Special Guest Tim Moore CEO at CrushIQ
  46. 46. GET YOUR FREE INSTANT WEBSITE REPORT AT SEO.COM
  47. 47. THANK YOU FOR ATTENDING Any questions or comments please connect: doc@seo.com @iGoByDoc http://www.linkedin.com/in/igobydoc/ @SEOcom

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