Post on 23-Aug-2014
description
BIGGESTSEARCH STORY
OF THE YEAR SO FAR?
The State of Search
#SearchEx Elisabeth Osmeloski // @elisabethos
BIGGESTSEARCH STORY
OF THE YEAR SO FAR?
GOOGLE MOVES PIXELS IN LOGO
story: Google's Logo Moves Some Pixels Around
CAPTURING AN AUDIENCE
where are you finding your most valuable fans?
CAPTURING AN AUDIENCE
...in a digital world, all marketersare in audience development
AUDIENCE DEV & CONTENT MARKETING
go together like a…
CONTENT MARKETING ISN’T NEW…
The History of Content Marketing // Content Marketing Institute, 2012
…THE CHANNELS HAVE JUST CHANGED
WHERE TO FIND PROSPECTIVE AUDIENCES
via: Conductor, April 2014
MOST EFFECTIVE MARKETING CHANNELS
via: Conductor, April 2014
ORGANIC SEARCH
SEARCH SHARE: U.S.
68%
Bing
19%
Yahoo
10%
Others
3%
Market Sharesource: ComScore, June 2014
Desktop searches
via: Yahoo Search Share Falls Below
10 Percent For “All-Time Low”
17.8 billion explicit core searches total
IS SEO DEAD?
video+slideshow: Marshall Simmonds, June 2014
WHY SEO STILL MATTERS
via: Marshall Simmonds, June 2014
Google is the IRS, SEO’s are the accountants
SEARCHER INTENT
via: Matt Cutts AMA @ SMX Advanced 2014
“One of the ideas behind Hummingbird was that we
wanted to help deal with natural language conversation a
lot better…”
SEARCHER INTENT
via: FAQ: Google's Hummingbird
Hummingbird is a
search platform
Focused on meaning
behind the entire
query
Ties into focus on
mobile search
experience
ENTITY & SEMANTIC SEARCH
ENTITY & SEMANTIC SEARCH
Fundamentally, search bots are NOT smart –they need to be told very explicitly:
//what an object is
//why it matters
//how it matches query
STRUCTURED DATA & MARKUP
Source: http://music.disney.com/radio-disney-music-awards
via: How To Enhance Results With Structured
Data & Markup
SCHEMA.ORG EVENT MARKUP EXAMPLE<div itemscope itemtype="http://schema.org/MusicEvent">
<a itemprop="url" href="http://music.disney.com/radio-disney-music-
awards">
<h1 itemprop="name">Radio Disney Music Awards 2014</h1></a>
[…]
<div itemprop="startDate" content="2014-04-26T16:00">Starts: 04/26/2014
4:00PM</div>
<div itemprop="location" itemscope
itemtype="http://schema.org/PostalAddress">
<div itemprop="name">Nokia Theatre L.A. LIVE</div>
<div itemprop="streetAddress">777 Chick Hearn Ct.</div>
<div itemprop="addressLocality">Los Angeles</div>
<div itemprop="addressRegion">CA</div></div>
<div itemprop="postalCode">90015</div>
<div itemprop="addressCountry">USA</div>
</div></div>Source: http://music.disney.com/radio-disney-music-awards
via: How To Enhance Results With Structured
Data & Markup
via: How To Enhance Results With Structured
Data & Markup
SCHEMA.ORG EVENT MARKUP EXAMPLE
Video
Executive and staff bios
Official logos
Local search: name, address, phone
number
Products
Ratings
learn more: Schema.org & Structured Data
SCHEMA.ORG - OTHER APPLICATIONS
GROWTH OF QUICK/DIRECT ANSWERS
Read: Tweet Showing How Google
Itself Is A “Scraper Site” Goes Massively Viral
GROWTH OF QUICK/DIRECT ANSWERS
Read: Tweet Showing How Google
Itself Is A “Scraper Site” Goes Massively Viral
GROWTH OF QUICK/DIRECT ANSWERS
Read: Google’s Knowledge Graph
Is Showing Step By Step Instructions
KNOWLEDGE GRAPH
read more: Google's Knowledge Graph
KNOWLEDGE GRAPH
read more: Google's Knowledge Graph
KNOWLEDGE GRAPH
read more: Google's Knowledge Graph
IS BING BETTER?
read more: Bing's Snapshot Panels
IS BING BETTER?
read more: Bing's Snapshot Panels
IS BING BETTER?
read more: Bing's Snapshot Panels
30-DAY CHALLENGE: BING IT ON
LOCAL SEARCH
via: Google Local Carousel Spinning Out Of Control
What Matters?
LOCAL SEARCH
read more about: Bing Maps & Local
WILL GOOGLE+ SURVIVE?
via: Google+ Will Not Die But May Change
BUT… AUTHORSHIP IS DEAD
via: Google Giveth & Google Taketh
Away Author Icons
MOBILESEARCH
MOBILE SEO
via: Mobile SEO Best Practices
Google Now Sending Searches to Apps
“we’re expanding
it to work for English
content worldwide.
And we’re including
24 more apps…
THE NEXT SEO FRONTIER?
via: Kerry Dean, SMX Advanced June 2014
– Google Search Blog Apr. 3, 2014
THE NEXT SEO FRONTIER?
via: Kerry Dean, SMX Advanced June 2014
VOICE SEARCH
via: Google Goes All-In With “OK, Google” Hands-
Free Search
OK, Google…
PREDICTIVE & ASSISTED SEARCH
via: Google Now - When Google Searches Before
You Think To
PREDICTIVE & ASSISTED SEARCH
via: Cortana, Microsoft’s Predictive Search
Challenger To Google Now & Siri
THE NEXT SEO FRONTIER
via: Erynn Petersen, June 2014
SEARCH & SOCIAL
FACEBOOK GRAPH SEARCH
via: Zuck Says FB Search Is A Multiyear Voyage
1+ BILLION SEARCHES DAILY“I think there’s more than a trillion posts, which some of the
search engineers on the team like to remind me is bigger
than any web search corpus that’s out there.”
SOCIAL SEARCH TRENDS
via:
#OPTIMIZATION OPPORTUNITY
via: Your Guide To All Things Hashtag Analytics &
Optimization
TWITTER CARDS
via: How Adobe Used Twitter Lead Gen Cards To
Drive Enrollments For A Brand New Online College
IF YOU MUST BE A CONTENT MARKETER…
STOP DOING THESE THINGS RIGHT NOW
#1 TIP:DON’T bethis guy
#1 -don’t be this guy…
CUT IT OUT WITH THE BAD GUEST BLOGGING REQUESTS!
STOP THE AWFUL LINK BUILDING SERVICES & REQUESTS
GO FOR GOLD, OR GO HOME
BE A BETTER SEARCH MARKETER
MAKE USE OF SEARCHER PERSONAS
via: What SEOs Need To Know About Personas
BUCKET SEARCH TRAFFIC
FUNNEL TO TARGET
CONTENT
CONVERT
via: Marin, April 2014
LEVERAGE MULTI-CHANNEL ASSETS Integrated Search & Social Ads DOUBLE Conversion Rates
& Lift Revenue Rates 26%
BECOME A BRAND/AUTHORITY
video+slideshow: The Future of A Brand
BIGGESTSEARCH STORY
OF THE YEAR SO FAR?