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DARIN “DOC”
 BERNTSON
SENIOR COMMUNITY MANAGER
WE‟RE RECORDING
TODAY‟S PRESENTATION
   SO SIT BACK AND ENJOY THE WEBINAR
JOIN THE CONVERSTAION
 • Tweet Questions to @SEOCOM
 • Use #SEOTrends Hashtag
 • Or Use The Webinar Q&A


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             SEO.com Bag O‟ Swag!
SPECIAL GUEST PRESENTER

 ELISABETH
 OSMELOSKI
 EXECUTIVE FEATURES EDITOR
Organic SEO & Social Search
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
SEO & The Informed Webmaster
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
Schema & Structured Data
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
Google‟s Knowledge Graph
seeks to provide direct
answers…

 … but Google doesn‟t “know”
  anything it doesn‟t learn from
  the Web
Social Search – Google+ YOU?
Source: Google+ Hits 135mm “In Stream” users
Social Search – Facebook
      Graph Search
• 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
Do your friends & family
   really know best?


 Search + Social = Discovery
Content Marketing:
It‟s Not New Or Shiny
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
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
Content Promotion, PR & Links
Package Delivery System:

  • Social Media Shares
  • Traditional Media
  • Integrated PR
  • Establish Authority
  • Engage Community
Authorship + Authority
Publishers Need To Be
  Better Marketers
Measure content reach, performance through a variety of lenses.
Publishers Need To Produce
       Best Content
source: Google Panda Two Years Later: Losers Still Losing & One Real Recovery
Publishers Need To Be Better
           At SEO
MotorTrend recovers
                                                                           from being
                                                                          Panda-lized,




Business.com has
  mixed results


     source: Google Panda Two Years Later: Losers Still Losing & One Real Recovery
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
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
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
Earned & Paid Social Media
Community Counts
 • Who‟s paying for
   followers & fans?

Prioritizing Platforms
 • Oreo‟s triple dip:
    • Instagram
    • Twitter
    • Facebook
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
Google+ Places
Mobile Marketing
      •Searching everywhere, 24/7
      • Showrooming
      • Do Tablets = Desktop?
      • Mobile still is unique
      • Abandonment an issue
      • Apps, voice searching a factor
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
Mobile Marketing
    Device & OS Wars
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?
Converting Clicks to Customers
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
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
Life in a Not Provided World
   • Will it ever reach 100%?
   • Can We Get This Data Back?
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
THANK YOU

 ELISABETH
 OSMELOSKI
EXECUTIVE FEATURES EDITOR




Follow @elisabethos on Twitter
DOWNLOAD OUR
 LATEST EBOOK
   FOR FREE!
  http://bit.ly/Pinterest10step

Learn how to drive traffic to your
  Website and increase sales
 Through Pinterest marketing
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
GET YOUR FREE INSTANT
   WEBSITE REPORT
     AT SEO.COM
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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SEO & Social Search Trends 2013

  • 1.
  • 3. WE‟RE RECORDING TODAY‟S PRESENTATION SO SIT BACK AND ENJOY THE WEBINAR
  • 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!
  • 5.
  • 6. SPECIAL GUEST PRESENTER ELISABETH OSMELOSKI EXECUTIVE FEATURES EDITOR
  • 7. Organic SEO & Social Search
  • 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
  • 9. SEO & The Informed Webmaster
  • 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
  • 12. 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
  • 13. Google‟s Knowledge Graph seeks to provide direct answers… … but Google doesn‟t “know” anything it doesn‟t learn from the Web
  • 14. Social Search – Google+ YOU?
  • 15. Source: Google+ Hits 135mm “In Stream” users
  • 16. Social Search – Facebook Graph Search
  • 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
  • 24. Publishers Need To Be Better Marketers
  • 25. Measure content reach, performance through a variety of lenses.
  • 26. Publishers Need To Produce Best Content
  • 27. source: Google Panda Two Years Later: Losers Still Losing & One Real Recovery
  • 28. Publishers Need To Be Better At SEO
  • 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
  • 38. Mobile Marketing Device & OS Wars
  • 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?
  • 40. Converting Clicks to Customers
  • 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 Learn how to drive traffic to your 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
  • 49. GET YOUR FREE INSTANT WEBSITE REPORT AT SEO.COM
  • 50. THANK YOU FOR ATTENDING Any questions or comments please connect: doc@seo.com @iGoByDoc http://www.linkedin.com/in/igobydoc/ @SEOcom