Milestone Confidential
2014 Digital Marketing
Trends
2
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Milestone Confidential
Milestone at a Glance
Drive o...
Milestone Confidential
Relevant & Engaging
Conversational Content
4Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Relevant & Engaging Content Pu...
5Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Geo-
Local
Vertically
Focused
...
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www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Milestone Confidential
Website Content – Ready for
H...
7Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Relevant Content Pushes Higher...
8Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Creating Fresh Content on an O...
Milestone Confidential
Impact of Social Media
on SEO
10Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
How Social Media Impacts Busi...
11Milestone Confidential
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From Social to Conversion
Soc...
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Milestone Confidential
Brand vs Local Promotion
13Milestone Confidential
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Local Level
14Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Impact of Social on Search
15Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
No Impact of Social Connectio...
16
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Milestone Confidential
But…Enter Hummingbird
 Enab...
17Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Integrating Social and On-pag...
18Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Beautiful Website but Nothing...
19Milestone Confidential
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Missing Twitter Cards
20Milestone Confidential
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21Milestone Confidential
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Missing Pinterest Rich Pins
22Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Milestone Confidential
Mobile Experience &
Responsive Site Design
24Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Understand User Intent
 Desk...
25
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Milestone Confidential
Robust Mobile Strategy –
Whi...
26Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Responsive Websites – Desktop...
Milestone Confidential
Local Search
28Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Google+
Local
Bing Local
Yaho...
29Milestone Confidential
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Understanding Search Results ...
30Milestone Confidential
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Top Factors Impacting Local
...
31Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Naptune Local Search and UNAP...
32Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Optimizing Apple Maps Listing...
33
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Milestone Confidential
How Do You Qualify a Partner...
Milestone Confidential
Schema & Semantic
Search
Give search engines what they want in the format
they want.
35Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Structure Improves Google Tre...
36
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Milestone Confidential
Schema’s
Gives desired infor...
37Milestone Confidential
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How to Look for Relevant Sche...
38Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Case Study – Google Webmaster...
Milestone Confidential
Key Takeaways
40Milestone Confidential
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Key 2014 Digital Marketing Tr...
41Milestone Confidential
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No Impact of Social Connectio...
42
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Milestone Confidential
But…Enter Hummingbird
 Enab...
43
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Milestone Confidential
Know Great People?
http://jo...
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2014 Digital Trends

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My presentation on this year's digital trends from ClickZ New York 2014.

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  • Say Number one , Which trend we are on
  • http://searchenginewatch.com/article/2292495/Thin-Content-With-Little-or-No-Added-Value-Manual-Action-Google-on-How-to-Fix-It "Make a great site, that users love, tell their friends, come back over and over again." - Google aligns their strategies with this goalGoogle wants quality content that is relevant to searcher’s questions. They want the content to come from authority sites that provide excellent user experience on all devices – desktop and mobile. That includes quick load time and catering to user intent.Topics today:How to be relevant – contentUser experience = on-page, technical SEO, content, designUser intent – mobile vs. desktop
  • .20
  • http://searchenginewatch.com/article/2325063/6-SEO-Predictions-for-2014Hummingbird- Penda, Panguine and now hummingbird.. It is how Googelalgo is defined.. New algo is based on natural language queries visibly impacting Search results.. What are people looking for? During the course of 2014 I believe we will see significant additions in natural language search capability. It will include voice search
  • This is relevant.. We need to find some thing engaging.. Which means number of people, fans etc. Show what properties can do to have strong local presence..
  • Example what do we need to keep relevant content Local , trending content – Take slides from Mike
  • Promotion at property level and brand level are very differentBrand level is more about overall awareness and building brand loyalty
  • At the property level, need to focus on the experience with location
  • "As far as doing special, specific work to sort of say, 'oh you have this many followers on Twitter or this many Likes on Facebook,' to the best of my knowledge we don't currently have any signals like that in our websearch ranking algorithms.""Don't necessarily assume that just because there's a signal on Facebook or Twitter that Google is able to access that.""Over a multi-year, ten year kind of a span, it's clear to me that people are going to know more about who is actually writing what on the web. It won't be just completely anonymous - there will hopefully be still options for people to post anonymously - but if Danny Sullivan posts something on a forum, I want to know about that, whether he posts on a well-known forum or a forum that nobody's ever heard of. Over ten years, we're more likely to understand identity and to understand the social connections between people."
  • Danny on Hummingbird:Allows Google to make use of more signals they couldn’t beforeGives Google the infrastructure to process social signals more effectivelyEnables Google to understand identity and social connections between peoplehttp://searchengineland.com/what-everybody-missed-about-hummingbird1-176031
  • All major platforms are going more visual, so links can get just as much attention as photos in streams. Take advantage of this with the right code.
  • Creator’s username and iconLarge imageTitleWebsite’s twitter name and accountDescription
  • Website titleWebsite favicon and shortened URLWebsite business categoryLocationPhone numberMap of locationLink to page on website
  • Create an image showing this
  • Better site showing better graphic
  • Local Ecosystem Create Problem – People are looking every where but find wrong information Local search is immediate and time bound. 90% of these people act within 24 hours (Google)
  • "As far as doing special, specific work to sort of say, 'oh you have this many followers on Twitter or this many Likes on Facebook,' to the best of my knowledge we don't currently have any signals like that in our websearch ranking algorithms.""Don't necessarily assume that just because there's a signal on Facebook or Twitter that Google is able to access that.""Over a multi-year, ten year kind of a span, it's clear to me that people are going to know more about who is actually writing what on the web. It won't be just completely anonymous - there will hopefully be still options for people to post anonymously - but if Danny Sullivan posts something on a forum, I want to know about that, whether he posts on a well-known forum or a forum that nobody's ever heard of. Over ten years, we're more likely to understand identity and to understand the social connections between people."
  • Danny on Hummingbird:Allows Google to make use of more signals they couldn’t beforeGives Google the infrastructure to process social signals more effectivelyEnables Google to understand identity and social connections between peoplehttp://searchengineland.com/what-everybody-missed-about-hummingbird1-176031
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  • Transcript of "2014 Digital Trends"

    1. 1. Milestone Confidential 2014 Digital Marketing Trends
    2. 2. 2 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Milestone Confidential Milestone at a Glance Drive online revenue and profitability for our clients Silicon Valley ~ Chicago ~ India ~ 150 employees ~1400 hotels Digital marketing software and services for hospitality
    3. 3. Milestone Confidential Relevant & Engaging Conversational Content
    4. 4. 4Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Relevant & Engaging Content Pushes Higher Conversions  Content which provides value to user  Give answers to searchers’ questions  Provide fresh solutions for searchers’ problems  User really enjoy reading it and they bookmark it and share it Why thin content is not good?  Low quality content  Results in low engagement  Low sharing  No value  Bounce rate is high
    5. 5. 5Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Geo- Local Vertically Focused Socially Relevant SEARCH RESULTS Evolution of Content Marketing Thin content / duplicate content Bad links / Keyword stuffing (Conversational Content) PANDA PENGUIN HUMMINGBIRD Tactics Strategy Schemas Index Social Links / Citations Voice search Google glass Voice recognition
    6. 6. 6 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Milestone Confidential Website Content – Ready for Hummingbird  Google’s newest search engine algorithm update focuses on:  Voice search  Conversational search or natural language search  Knowledge graph and schemas  High-quality website content will provide answers to users’ queries by understanding the intent HummingbirdBefore Now and Future Need directions – open Google maps, type address, get directions Give me directions to Hyatt Regency Santa Clara
    7. 7. 7Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Relevant Content Pushes Higher Conversions Content goals: communicate, engage, and compel Relevant Use Foursquare tips in website content
    8. 8. 8Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Creating Fresh Content on an Ongoing Basis Use tools to research destination content Promote via other channels: Local Events Local News Trends/Seasonality Tips Content Reviews MediaConnect360 Google+ Page Yelp Brand website
    9. 9. Milestone Confidential Impact of Social Media on SEO
    10. 10. 10Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg How Social Media Impacts Business Influence on Search Results “If something occurs on Twitter or occurs on Facebook and we're able to crawl it, then we can return that in our search results” – Matt Cutts, Search Quality Group, Google (22 Jan 2014) Build Semantic & Long- tailed Relevancy Define Brand Personality Customer Service Share Compelling Media Impact Purchase Decisions 1.15 billion users 540 million users 6 billion hours viewed/mo 225 million users
    11. 11. 11Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg From Social to Conversion Social: Travel Inspiration Blog Website Conversions •Facebook •Twitter •Flickr •YouTube •Foursquare •Google+ •Pinterest Source: “The Customer Journey to Online Purchase,” http://www.google.com/think/tools/customer-journey-to-online-purchase.html, July 2013
    12. 12. 12 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Milestone Confidential Brand vs Local Promotion
    13. 13. 13Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Local Level
    14. 14. 14Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Impact of Social on Search
    15. 15. 15Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg No Impact of Social Connections? “You have this many followers on Twitter or this many likes on Facebook…we don’t currently have any signals like that in our web search ranking algorithms.” -Matt Cutts, 1/22/14 Source: http://www.youtube.com/watch?v=udqtSM-6QbQ
    16. 16. 16 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Milestone Confidential But…Enter Hummingbird  Enables Google to understand identity and social connections between people -Danny Sullivan, 11/11/13  “[Over a multi-year span] we're more likely to understand identity and to understand the social connections between people.” -Matt Cutts, 1/22/14 Sources: http://searchengineland.com/what-everybody-missed-about-hummingbird1-176031 http://www.youtube.com/watch?v=udqtSM-6QbQ
    17. 17. 17Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Integrating Social and On-page: Microdata Passively create a rich user experience when people talk about YOU on their social networks  Open Graph protocol  Twitter Cards  Pinterest Rich Pins
    18. 18. 18Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Beautiful Website but Nothing to Share
    19. 19. 19Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Missing Twitter Cards
    20. 20. 20Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
    21. 21. 21Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Missing Pinterest Rich Pins
    22. 22. 22Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
    23. 23. Milestone Confidential Mobile Experience & Responsive Site Design
    24. 24. 24Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Understand User Intent  Desktop User  Office hours  Research about property, specials, events, reviews and detailed information  Mobile User  Lunch breaks/Starbucks  Looking for property location, maps and directions, click to call reservations, local area guide  Tablet User  Evening hours  Looking for visual content about property and destination
    25. 25. 25 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Milestone Confidential Robust Mobile Strategy – Which One is Right for You? Adaptive Responsive  Same URL with two options Same Content Different Content  Different elements based on device type  Server side content optimization to reduce download time  Integrated with CMS and analytics Separate Mobile  Different URL  Different layout  Different content for desktop and different for mobile
    26. 26. 26Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Responsive Websites – Desktop, Mobile, Tablet Versions DESKTOP SITE TABLET SITE MOBILE SITE  New Gestures  Jquery Swiping (photo gallery)  Pixel Width of average finger
    27. 27. Milestone Confidential Local Search
    28. 28. 28Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Google+ Local Bing Local Yahoo Local IYPs Maps Internet Yellow Pages Local Search Local Citations Travel Sites UGC Hyperlocal Where is Local? – All ChannelsWhere is Local? – All Channels  73% of all online activity is related to local content.  Hotel searches are inherently local in nature.
    29. 29. 29Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Understanding Search Results Page Local Carousel Google Hotel Finder Organic PPC
    30. 30. 30Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Top Factors Impacting Local  Optimizing local profiles on Google+, Bing Local, Yahoo Local  IYPs and Data aggregator: NAP consistency, citation volume  Social and Hyper-local Signals: Google +, Facebook likes, Mobile Click to calls  Removal of all duplicate listings  On-page local optimization  Quality & quantity of reviews Signals Places Page External Loc. On-page Link Review Social Behavioral/ Mobile Personalization http://moz.com/local-search-ranking-factors Survey by David Mihm
    31. 31. 31Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Naptune Local Search and UNAP Consistency Tool
    32. 32. 32Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Optimizing Apple Maps Listing (Apple iOS6)  Milestone is editing Yelp, Factual, OpenStreet, Acxiom and Localeze to ensure accurate listing Before: After: Phone Number is Incorrect
    33. 33. 33 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Milestone Confidential How Do You Qualify a Partner?  Page Authority  Domain Authority  Page Rank  CTA Feature  Engagement  Photos  Eco Connection
    34. 34. Milestone Confidential Schema & Semantic Search Give search engines what they want in the format they want.
    35. 35. 35Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Structure Improves Google Trends
    36. 36. 36 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Milestone Confidential Schema’s Gives desired information to search engine in the format they want  Organization-name: Ramada Hotel & Suites Bangkok  adr: street-address: 22 Sukhumvit Soi 12  locality: Klongtoey  region: Bangkok  NearBy: Suvarnabhumi Airport Keyword = [Hotel in Bangkok near Airport ] Keyword = [Organization + Region + Nearby]
    37. 37. 37Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg How to Look for Relevant Schemas? 1. http://schema.org/GolfCourse 2. http://schema.org/Park 3. http://schema.org/ShoppingCenter 4. http://schema.org/StadiumOrArena 5. http://schema.org/Museum 6. http://schema.org/Airport 7. http://schema.org/Aquarium 8. http://schema.org/CollegeOrUniversity 9. http://schema.org/Casino 10.http://schema.org/Zoo 11.http://schema.org/Beach 12.http://schema.org/Restaurant 13.http://schema.org/SkiResort 14.http://schema.org/Hospital 15.http://schema.org/SportsActivityLocation
    38. 38. 38Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Case Study – Google Webmaster Indexed Pages Jumps Site live – March 19, 2013
    39. 39. Milestone Confidential Key Takeaways
    40. 40. 40Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Key 2014 Digital Marketing Trends Search is more conversational & personal • Hummingbird (conversational search), Knowledge Graph, schemas, personal preferences, click through patterns, etc. Social Media Impact’s SEO Mobile first! Schema and Semantic Search Local Presence and consistent UNAP is important
    41. 41. 41Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg No Impact of Social Connections? “You have this many followers on Twitter or this many likes on Facebook…we don’t currently have any signals like that in our web search ranking algorithms.” -Matt Cutts, 1/22/14 Source: http://www.youtube.com/watch?v=udqtSM-6QbQ
    42. 42. 42 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Milestone Confidential But…Enter Hummingbird  Enables Google to understand identity and social connections between people -Danny Sullivan, 11/11/13  “[Over a multi-year span] we're more likely to understand identity and to understand the social connections between people.” -Matt Cutts, 1/22/14 Sources: http://searchengineland.com/what-everybody-missed-about-hummingbird1-176031 http://www.youtube.com/watch?v=udqtSM-6QbQ
    43. 43. 43 www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Milestone Confidential Know Great People? http://jobs.milestoneinternet.com  Director of Client Services (Chicago)  Recruiter (Chicago)  Sr. Manager, Paid Search (Chicago)  Account Managers (Chicago and Santa Clara)  Social Media Team Lead (Santa Clara)  Social Media Account Manager (Chicago) Top Reasons to Work for Milestone  Great place to learn with phenomenal growth opportunity  Work with a fun, amazing, talented team  Benefits: Medical, dental, vision, 401K, vacation, sick and holiday pay  Exciting and innovative work environment  Breakfast and Happy hour every Friday  Monthly events and quarterly outings

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