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The Future of Search Marketing

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Elisabeth (@elisabethos) is a veteran in the search engine marketing industry, having worked as an SEO consultant and search marketing analyst since 1999. As the Executive Features Editor for......

Elisabeth (@elisabethos) is a veteran in the search engine marketing industry, having worked as an SEO consultant and search marketing analyst since 1999. As the Executive Features Editor for Search Engine Land, she is responsible for managing all editorial content from guest contributors and daily articles from expert columnists.

To learn more about the Insight Summit Series please visit http://www.insightsummitseries.com

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  • 1. Elisabeth OsmeloskiDirector of Audience Development
  • 2. • Brand/agency marketer, PR & Journalism background• In search industry since 1999• Live in SLC, Utah• President of SEO/SEM professional association: SLCSEM.org
  • 3. … let’s lower your expectations first…
  • 4. … maybe we’ll bust some myths…  Is there such a thing as a “Google Killer” ?  Is social media > than search?  Is all marketing mobile now?
  • 5. … you might think ‘search’ is limited …
  • 6. … you might be 2/3rds right … • 18.3 billion core searches in February 2013 • Globally - Google still leads, but Baidu, Yandex growingGoogle, Bing Both Gain MarketShare
  • 7. … but different devices & platforms …Responsive design = seamless desktop, tablet/mobile experience
  • 8. … also in the mix …
  • 9. … at the end of the day …we still…we still get a list of results….
  • 10. … for digital marketers, it means… creating a content strategy & total digital experience that delivers the best content, at the best time, in the best format, to the right audience.
  • 11. RQR =Recency,Quality,Relevancy
  • 12. • Audience Targets• Keyword Research• Content Development + Iteration• Content Promotion• Recycle & Reuse• Measure Results
  • 13. http://searchengineland.com/seotable
  • 14. OPPORTUNITIES: CHALLENGES:• Authority Rank • “Not Provided” data• Structured Data & • Algo-chasingSemantic Markup • Personalized Search• Entity Search =People, Places & Things • Do Not Track
  • 15. • Structured Markup helpsusers find answers quickly• Search engines want togive direct, correctanswers • Google’s WYSIWYG Data Highlighting / Tag Tool: • event calendars
  • 16. Applications: • Travel • Restaurants • Local Retail • Events • E-com • Products • Ratings • Reviews • Offers • ServicesSchema.org How To’s on Search Engine Land
  • 17. • Rise in SERP position• Higher CTR, traffic increase• Reduced bounce rates• Improved long tail conversions
  • 18. Why Use FB OG?• Control content appearance in social search• Maximize visibility in local searches
  • 19. Links!
  • 20. • Google Webmaster Tools• Bing Webmaster Tools• Yoast Wordpress SEO Plugin• Schema-Creator.org
  • 21. How do youchoose withlimited time,resources,budget?
  • 22. Social User Report: Women Trump Men Across All Social Platforms Except Twitter
  • 23. • G+ is a must if you’re a local business• News focused publishers driving results from G+
  • 24. 15 Million pages– businesses,orgs, communitypages & fanpages
  • 25. The Big AdWords Update: Enhanced Campaigns Puts TheFocus On Mobile
  • 26. • 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
  • 27. THANK YOU!LET’S CONNECT:+SearchEngineLand facebook.com/searchengineland+MarketingLand facebook.com/marketingland