Post on 17-Oct-2014
description
of DIGITAL MARKETING
RACINGto keep up with the
Driving Sales Executive Summit 2013
keynote byDanny Sullivan
@DannySullivan founding editor, MarketingLand.com & SearchEngineLand.com
BACK TO BASICS…
… because the basics have changed…
IT’S A NEW ERA…
BUYERS ARE BROWSING…
DO YOU KNOW WHAT YOUR
CUSTOMERS WANT?
GOOGLE KNOWS…
…& will tell you
via the keyword
tool …
HOW TO USE THE GOOGLE
KEYWORD TOOL
by Larry Kim
KEYWORDS YOU EXPECT…
are there…
+ MISSED OPPORTUNITY
…tapping into some opportunities means having content beyond what you’re selling…
& it has to be good, too!
car loan calculator
car payment calculator
car games
CUSTOMER INSIGHT
GOOD CONTENT &
IS YOUR CONTENT GOOD?
“CALL US” for a calculator
isn’t good content
calculator
that doesn’t
stand-alone
is hard to
stand-out
STAND-OUT CONTENT
ARE YOU BLOGGING?
WHY SHOULD YOU BLOG?
• industry news
• local news
• quirky facts
• events
• images & visuals
WHAT SHOULD YOU BLOG?
• blogging gives you voice, control, content to share
• a blog frees you from things your CMS can't do
• a format that corporate might not allow
• is the heart of great social content, helps search
GOOD CONTENT EXAMPLES
GOOD CONTENT EXAMPLES
GOOD CONTENT EXAMPLES
WHAT’S NEW IN
SEARCH…
LESSON #1…
THE “NEW” BASICS
search is
increasingly
local…
LESSON #1
LOCAL = GOOGLE REVIEWS
& GOOGLE+
LESSON #1 GAIN CONTROL
• some local you control
• some you don’t
demands fresh
attention
REVIEWS: NOT JUST FOR YELP
WHAT ARE THEY SAYING?
ARE YOU ENCOURAGING REVIEWS?
ARE YOU RESPONDING?
…because you
can.
…if you verified
your Google+ listing.
you verified, right?
YES, GOOGLE SUCKS…
responses don’t always appear:
THEGOOGLE
CAROUSEL
VISITORS MAY NEVER CLICK OFF
…ignore
Google+Local
& you could
lose HALF of
the page.
LESSON #1G+ YOU
LESSON #2…
SEARCH IS PERSONAL & SOCIAL
THERE ARE NO “NORMAL” RESULTS
where you are:
LOCAL / LOCATION
who you are:
PERSONAL
who you know:
SOCIAL
INFLUENCE RANKINGS
NORMAL vs. PERSONALIZED
GOOGLE+ IMPACTS ADS,TOO…
SOCIAL SIGNALS IN SEARCH
• used by Google & Bing in various ways
• lots of experimentinghappening
• growing in importance
SO
BE
SOCIAL
LESSON #3…ENTITY SEARCH
PEOPLE, PLACES & THINGS
WHAT“ENTITY SEARCH”
MEANS
THE “STRUCTURED” SEARCH ERA
people
places
things
companies
facts
Google:
Knowledge Graph
Bing:
Snapshots & Satori
…search engines are learning to
link pages to:
ALGORITHMS & ANIMALS
…“Hummingbird” is
Google’s newest
pet…created to
better tap into
structured data &
other signals
…pandas, penguins,
& hummingbirds…
OH MY!
KNOWLEDGE GRAPH
Knowledge Graph
Authorship &
Authority Rank
APPLYING CONTEXT
…social
connections &
brand
reputation
adds context
…relationships
replace
hyperlinks
…but links are
still very
important
TO THRIVE IN THE WORLD OF ENTITY
SEARCH –
STRUCTURED DATA & MARKUP
rel=author
• Used for bloggers & subject matter experts – PEOPLE
rel=publisher
• Used for media publications & organizations – NOT PEOPLE
schema.org & RDFa• widely accepted &
supported by major search engines
• tag business name/organization location, reviews, ratings, media objects & more…
• may be built into some CMS platforms
SAMPLE SCHEMAS YOU CAN USE
• local business
• business hours
• place
• map
• postal address
• geo-coordinates
• customer reviews
• customer ratings
• image object
MARKUP IN ACTION
data-vocabulary.org/Rating
SCHEMA.ORG/REVIEW
OPEN GRAPH PROTOCOL, RDFa & SCHEMA
SCHEMA RESOURCES
• Future SEO: Understanding Entity Search
• 13 Semantic Markup Tips For 2013: A Local SEO Checklist
• From Microdata & Schema To Rich Snippets: Markup For The Advanced SEO
• Why Local Retailers Should Be Using Open Graph Markup
• How To Get A 30% Increase In CTR With Structured Markup
LESSON #4...
SEARCH IS MOBILE
SEARCH IS 24/7
…we search all the time, even while on the move
Search Engine Land: Restaurant Chain Searches Leading Up To Valentine’s Day 2012
MOBILE SEO MATTERS, BUT
• you don’t need a mobile site to rank better, however…
• a site with problems for smartphone searches on Google may not rank as well
• it’s more about what happens after the mobile search…
THE DEFINITIVE GUIDE TO MOBILE SEO
by Vanessa Fox
READY FOR CLICK-TO-CALL?
WHAT MOBILE VISTORS WANT
GOOGLE SURVEY
REVEALS
WHAT USERS WANT
FROM MOBILE SITES
by Greg Sterling
NEED TO KNOW MORE
ABOUT SEARCH?
SEO IN ONE SLIDE…
PERIODIC TABLE OF SEO ELEMENTS & GUIDE TO SEO
searchengineland.com/seotable
TAKEAWAYSKNOW WHAT CUSTOMERS WANT & GIVE
TEHM CONTENT BEYOND SALES!
GOOGLE+ IS CRUCIAL FOR LOCAL SUCCESS IN GOOGLE
SOCIAL REINFORCES SEARCH, BE SOCIAL FOR SEARCH SUCCESS
THINK ABOUT USING STRUCTURED DATA & THE MOBILE VISITOR EXPERIENCE
KEEP UP TO SPEED:
@marketingland
+MarketingLand
facebook.com/marketingland
@sengineland
+SearchEngineLand
facebook.com/searchengineland