4. 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!
8. 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
10. 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
17. • 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
18. Do your friends & family
really know best?
Search + Social = Discovery
20. 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
21. 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
22. Content Promotion, PR & Links
Package Delivery System:
• Social Media Shares
• Traditional Media
• Integrated PR
• Establish Authority
• Engage Community
29. MotorTrend recovers
from being
Panda-lized,
Business.com has
mixed results
source: Google Panda Two Years Later: Losers Still Losing & One Real Recovery
30. 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
31. 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
32. 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
33. Earned & Paid Social Media
Community Counts
• Who‟s paying for
followers & fans?
Prioritizing Platforms
• Oreo‟s triple dip:
• Instagram
• Twitter
• Facebook
34. 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
36. Mobile Marketing
•Searching everywhere, 24/7
• Showrooming
• Do Tablets = Desktop?
• Mobile still is unique
• Abandonment an issue
• Apps, voice searching a factor
37. 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
39. 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?
41. 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
42. 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
43. Life in a Not Provided World
• Will it ever reach 100%?
• Can We Get This Data Back?
44. 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
45. THANK YOU
ELISABETH
OSMELOSKI
EXECUTIVE FEATURES EDITOR
Follow @elisabethos on Twitter
46.
47. DOWNLOAD OUR
LATEST EBOOK
FOR FREE!
http://bit.ly/Pinterest10step
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Website and increase sales
Through Pinterest marketing
48. 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