2014 State of Search Marketing Charlotte NC - Search Exchange

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2014 State of Search - Presentation by Elisabeth Osmeloski @ElisabethOs at #SearchEX SearchExchange Conference in Charlotte, North Carolina July 29, 2014. Some images from Shutterstock, used under license.

Transcript of 2014 State of Search Marketing Charlotte NC - Search Exchange

  • BIGGEST SEARCH STORY OF THE YEAR SO FAR? The State of Search #SearchEx Elisabeth Osmeloski // @elisabethos
  • BIGGEST SEARCH 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 marketers are in audience development
  • AUDIENCE DEV & CONTENT MARKETING go together like a
  • CONTENT MARKETING ISNT 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. Google 68% Bing 19% Yahoo 10% Others 3% Market Share source: 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, SEOs 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
    Radio Disney Music Awards 2014 []
    Starts: 04/26/2014 4:00PM
    Nokia Theatre L.A. LIVE
    777 Chick Hearn Ct.
    Los Angeles
    CA
    90015
    USA

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: Googles 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 MOBILE SEARCH MOBILE SEO via: Mobile SEO Best Practices Google Now Sending Searches to Apps were expanding it to work for English content worldwide. And were 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, Microsofts 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 theres 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 thats 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: DONT be this guy #1 - dont 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 BIGGEST SEARCH STORY OF THE YEAR SO FAR?