Keeping Up with the Fast Pace of Digital Marketing by Danny Sullivan of MarketingLand at DSES 2013

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Keynote presentation by Danny Sullivan, Founding Editor of SearchEngineLand.com & MarketingLand.com at the Driving Sales Executive Summit, October 15, 2013. …

Keynote presentation by Danny Sullivan, Founding Editor of SearchEngineLand.com & MarketingLand.com at the Driving Sales Executive Summit, October 15, 2013.

#DSES #DSES2013 @MarketingLand @SengineLand @DannySullivan

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  • 1. RACING to keep up with the of DIGITAL MARKETING
  • 2. Driving Sales Executive Summit 2013 keynote by Danny Sullivan @DannySullivan founding editor, MarketingLand.com & SearchEngineLand.com
  • 3. BACK TO BASICS… … because the basics have changed …
  • 4. IT’S A NEW ERA…
  • 5. BUYERS ARE BROWSING…
  • 6. DO YOU KNOW WHAT YOUR CUSTOMERS WANT?
  • 7. GOOGLE KNOWS… …& will tell you via the keyword tool … HOW TO USE THE GOOGLE KEYWORD TOOL by Larry Kim
  • 8. KEYWORDS YOU EXPECT… are there…
  • 9. + 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
  • 10. CUSTOMER INSIGHT & GOOD CONTENT
  • 11. IS YOUR CONTENT GOOD? “CALL US” for a calculator isn’t good content
  • 12. STAND-OUT CONTENT calculator that doesn’t stand-alone is hard to stand-out
  • 13. ARE YOU BLOGGING? WHY 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 WHAT SHOULD YOU BLOG? • • • • • industry news local news quirky facts events images & visuals
  • 14. GOOD CONTENT EXAMPLES
  • 15. GOOD CONTENT EXAMPLES
  • 16. GOOD CONTENT EXAMPLES
  • 17. WHAT’S NEW IN SEARCH…
  • 18. LESSON #1… THE “NEW” BASICS
  • 19. LESSON #1 search is increasingly local…
  • 20. LOCAL = GOOGLE REVIEWS & GOOGLE+
  • 21. LESSON #1 GAIN CONTROL • some local you control • some you don’t demands fresh attention
  • 22. REVIEWS: NOT JUST FOR YELP
  • 23. WHAT ARE THEY SAYING?
  • 24. ARE YOU ENCOURAGING REVIEWS?
  • 25. ARE YOU RESPONDING? …because you can. …if you verified your Google+ listing. you verified, right?
  • 26. YES, GOOGLE SUCKS… responses don’t always appear:
  • 27. THE GOOGLE CAROUSEL
  • 28. VISITORS MAY NEVER CLICK OFF
  • 29. G+ YOU LESSON …ignore Google+Local & you could lose HALF of the page. #1
  • 30. LESSON #2… SEARCH IS PERSONAL & SOCIAL
  • 31. THERE ARE NO “NORMAL” RESULTS where you are: LOCAL / LOCATION who you are: who you know: PERSONAL SOCIAL INFLUENCE RANKINGS
  • 32. NORMAL vs. PERSONALIZED
  • 33. GOOGLE+ IMPACTS ADS,TOO…
  • 34. SOCIAL SIGNALS IN SEARCH • used by Google & Bing in various ways • lots of experimenting happening • growing in importance SO BE SOCIAL
  • 35. LESSON #3…ENTITY SEARCH PEOPLE, PLACES & THINGS
  • 36. WHAT “ENTITY SEARCH” MEANS
  • 37. THE “STRUCTURED” SEARCH ERA …search engines are learning to link pages to: people places things companies facts Google: Knowledge Graph Bing: Snapshots & Satori
  • 38. ALGORITHMS & ANIMALS …pandas, penguins, & hummingbirds… OH MY! …“Hummingbird” is Google’s newest pet…created to better tap into structured data & other signals
  • 39. KNOWLEDGE GRAPH Authorship & Authority Rank Knowledge Graph
  • 40. APPLYING CONTEXT …social connections & brand reputation adds context …relationships replace hyperlinks …but links are still very important
  • 41. TO THRIVE IN THE WORLD OF ENTITY SEARCH –
  • 42. STRUCTURED DATA & MARKUP 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 rel=author • Used for bloggers & subject matter experts – PEOPLE rel=publisher • Used for media publications & organizations – NOT PEOPLE
  • 43. SAMPLE SCHEMAS YOU CAN USE • local business • business hours • place • map • postal address • geo-coordinates • customer reviews • customer ratings • image object
  • 44. MARKUP IN ACTION data-vocabulary.org/Rating SCHEMA.ORG/REVIEW OPEN GRAPH PROTOCOL, RDFa & SCHEMA
  • 45. 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
  • 46. LESSON #4... SEARCH IS MOBILE
  • 47. 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
  • 48. 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
  • 49. READY FOR CLICK-TO-CALL?
  • 50. WHAT MOBILE VISTORS WANT GOOGLE SURVEY REVEALS WHAT USERS WANT FROM MOBILE SITES by Greg Sterling
  • 51. NEED TO KNOW MORE ABOUT SEARCH?
  • 52. SEO IN ONE SLIDE… PERIODIC TABLE OF SEO ELEMENTS & GUIDE TO SEO searchengineland.com/seotable
  • 53. TAKEAWAYS KNOW 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
  • 54. KEEP UP TO SPEED: @marketingland @sengineland +MarketingLand +SearchEngineLand facebook.com/marketingland facebook.com/searchengineland