Keeping Up with the Fast Pace of Digital Marketing by Danny Sullivan of MarketingLand at DSES 2013
Upcoming SlideShare
Loading in...5
×
 

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

on

  • 1,944 views

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

Statistics

Views

Total Views
1,944
Views on SlideShare
1,712
Embed Views
232

Actions

Likes
6
Downloads
27
Comments
0

6 Embeds 232

https://twitter.com 214
https://www.rebelmouse.com 10
http://cloud.feedly.com 3
http://tweetedtimes.com 2
http://workathomerenegade.com 2
http://www.linkedin.com 1

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

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

  • RACING to keep up with the of DIGITAL MARKETING
  • Driving Sales Executive Summit 2013 keynote by Danny 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
  • STAND-OUT CONTENT calculator that doesn’t stand-alone is hard to stand-out
  • 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
  • GOOD CONTENT EXAMPLES
  • GOOD CONTENT EXAMPLES
  • GOOD CONTENT EXAMPLES
  • WHAT’S NEW IN SEARCH…
  • LESSON #1… THE “NEW” BASICS
  • LESSON #1 search is increasingly local…
  • 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:
  • THE GOOGLE CAROUSEL
  • VISITORS MAY NEVER CLICK OFF
  • G+ YOU LESSON …ignore Google+Local & you could lose HALF of the page. #1
  • LESSON #2… SEARCH IS PERSONAL & SOCIAL
  • THERE ARE NO “NORMAL” RESULTS where you are: LOCAL / LOCATION who you are: who you know: PERSONAL SOCIAL INFLUENCE RANKINGS
  • NORMAL vs. PERSONALIZED
  • GOOGLE+ IMPACTS ADS,TOO…
  • SOCIAL SIGNALS IN SEARCH • used by Google & Bing in various ways • lots of experimenting happening • growing in importance SO BE SOCIAL
  • LESSON #3…ENTITY SEARCH PEOPLE, PLACES & THINGS
  • WHAT “ENTITY SEARCH” MEANS
  • THE “STRUCTURED” SEARCH ERA …search engines are learning to link pages to: people places things companies facts Google: Knowledge Graph Bing: Snapshots & Satori
  • ALGORITHMS & ANIMALS …pandas, penguins, & hummingbirds… OH MY! …“Hummingbird” is Google’s newest pet…created to better tap into structured data & other signals
  • KNOWLEDGE GRAPH Authorship & Authority Rank Knowledge Graph
  • 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 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
  • 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
  • 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
  • KEEP UP TO SPEED: @marketingland @sengineland +MarketingLand +SearchEngineLand facebook.com/marketingland facebook.com/searchengineland