RACING
to keep up with the

of

DIGITAL MARKETING
Driving Sales Executive Summit
2013
keynote by
Danny Sullivan
@DannySullivan

founding editor, MarketingLand.com & SearchE...
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
goo...
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 thing...
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 R...
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...
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:
...
ALGORITHMS & ANIMALS
…pandas, penguins,
& hummingbirds…
OH MY!
…“Hummingbird” is
Google’s newest
pet…created to
better tap...
KNOWLEDGE GRAPH
Authorship &
Authority Rank

Knowledge Graph
APPLYING CONTEXT
…social
connections &
brand
reputation
adds context

…relationships
replace
hyperlinks
…but links are
sti...
TO THRIVE IN THE
WORLD OF ENTITY
SEARCH –
STRUCTURED DATA & MARKUP
schema.org & RDFa
• widely accepted &
supported by major
search engines
• tag business
name/organ...
SAMPLE SCHEMAS YOU CAN USE
• local business
• business hours
• place
• map
• postal address
• geo-coordinates

• customer ...
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
• Fro...
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 T...
MOBILE SEO MATTERS, BUT
• you don’t need a mobile site to rank better,
however…
• a site with problems for smartphone sear...
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...
KEEP UP TO SPEED:

@marketingland

@sengineland

+MarketingLand

+SearchEngineLand

facebook.com/marketingland

facebook.c...
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
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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.

#DSES #DSES2013 @MarketingLand @SengineLand @DannySullivan

Published in: Business, Technology, Design

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

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