2014 State of Search Marketing Charlotte NC - Search Exchange

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2014 State of Search - Presentation by Elisabeth Osmeloski @ElisabethOs at #SearchEX SearchExchange Conference in Charlotte, North Carolina July 29, 2014.

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2014 State of Search Marketing Charlotte NC - Search Exchange

  1. 1. BIGGEST SEARCH STORY OF THE YEAR SO FAR? The State of Search #SearchEx Elisabeth Osmeloski // @elisabethos
  2. 2. BIGGEST SEARCH STORY OF THE YEAR SO FAR?
  3. 3. GOOGLE MOVES PIXELS IN LOGO story: Google's Logo Moves Some Pixels Around
  4. 4. CAPTURING AN AUDIENCE where are you finding your most valuable fans?
  5. 5. CAPTURING AN AUDIENCE ...in a digital world, all marketers are in audience development
  6. 6. AUDIENCE DEV & CONTENT MARKETING go together like a…
  7. 7. CONTENT MARKETING ISN’T NEW… The History of Content Marketing // Content Marketing Institute, 2012
  8. 8. …THE CHANNELS HAVE JUST CHANGED
  9. 9. WHERE TO FIND PROSPECTIVE AUDIENCES via: Conductor, April 2014
  10. 10. MOST EFFECTIVE MARKETING CHANNELS via: Conductor, April 2014
  11. 11. ORGANIC SEARCH
  12. 12. SEARCH SHARE: U.S. Google 68% Bing 19% Yahoo 10% Others 3% Market Share source: ComScore, June 2014 Desktop searches via: Yahoo Search Share Falls Below 10 Percent For “All-Time Low” 17.8 billion explicit core searches total
  13. 13. IS SEO DEAD? video+slideshow: Marshall Simmonds, June 2014
  14. 14. WHY SEO STILL MATTERS via: Marshall Simmonds, June 2014 Google is the IRS, SEO’s are the accountants
  15. 15. SEARCHER INTENT via: Matt Cutts AMA @ SMX Advanced 2014 “One of the ideas behind Hummingbird was that we wanted to help deal with natural language conversation a lot better…”
  16. 16. SEARCHER INTENT via: FAQ: Google's Hummingbird  Hummingbird is a search platform  Focused on meaning behind the entire query  Ties into focus on mobile search experience
  17. 17. ENTITY & SEMANTIC SEARCH
  18. 18. ENTITY & SEMANTIC SEARCH Fundamentally, search bots are NOT smart – they need to be told very explicitly: //what an object is //why it matters //how it matches query
  19. 19. STRUCTURED DATA & MARKUP Source: http://music.disney.com/radio-disney-music-awards via: How To Enhance Results With Structured Data & Markup
  20. 20. SCHEMA.ORG EVENT MARKUP EXAMPLE <div itemscope itemtype="http://schema.org/MusicEvent"> <a itemprop="url" href="http://music.disney.com/radio-disney-music- awards"> <h1 itemprop="name">Radio Disney Music Awards 2014</h1></a> […] <div itemprop="startDate" content="2014-04-26T16:00">Starts: 04/26/2014 4:00PM</div> <div itemprop="location" itemscope itemtype="http://schema.org/PostalAddress"> <div itemprop="name">Nokia Theatre L.A. LIVE</div> <div itemprop="streetAddress">777 Chick Hearn Ct.</div> <div itemprop="addressLocality">Los Angeles</div> <div itemprop="addressRegion">CA</div></div> <div itemprop="postalCode">90015</div> <div itemprop="addressCountry">USA</div> </div></div> Source: http://music.disney.com/radio-disney-music-awards via: How To Enhance Results With Structured Data & Markup
  21. 21. via: How To Enhance Results With Structured Data & Markup SCHEMA.ORG EVENT MARKUP EXAMPLE
  22. 22.  Video  Executive and staff bios  Official logos  Local search: name, address, phone number  Products  Ratings learn more: Schema.org & Structured Data SCHEMA.ORG - OTHER APPLICATIONS
  23. 23. GROWTH OF QUICK/DIRECT ANSWERS Read: Tweet Showing How Google Itself Is A “Scraper Site” Goes Massively Viral
  24. 24. GROWTH OF QUICK/DIRECT ANSWERS Read: Tweet Showing How Google Itself Is A “Scraper Site” Goes Massively Viral
  25. 25. GROWTH OF QUICK/DIRECT ANSWERS Read: Google’s Knowledge Graph Is Showing Step By Step Instructions
  26. 26. KNOWLEDGE GRAPH read more: Google's Knowledge Graph
  27. 27. KNOWLEDGE GRAPH read more: Google's Knowledge Graph
  28. 28. KNOWLEDGE GRAPH read more: Google's Knowledge Graph
  29. 29. IS BING BETTER? read more: Bing's Snapshot Panels
  30. 30. IS BING BETTER? read more: Bing's Snapshot Panels
  31. 31. IS BING BETTER? read more: Bing's Snapshot Panels
  32. 32. 30-DAY CHALLENGE: BING IT ON
  33. 33. LOCAL SEARCH via: Google Local Carousel Spinning Out Of Control What Matters?
  34. 34. LOCAL SEARCH read more about: Bing Maps & Local
  35. 35. WILL GOOGLE+ SURVIVE? via: Google+ Will Not Die But May Change
  36. 36. BUT… AUTHORSHIP IS DEAD via: Google Giveth & Google Taketh Away Author Icons
  37. 37. MOBILE SEARCH
  38. 38. MOBILE SEO via: Mobile SEO Best Practices
  39. 39. Google Now Sending Searches to Apps “we’re expanding it to work for English content worldwide. And we’re including 24 more apps… THE NEXT SEO FRONTIER? via: Kerry Dean, SMX Advanced June 2014 – Google Search Blog Apr. 3, 2014
  40. 40. THE NEXT SEO FRONTIER? via: Kerry Dean, SMX Advanced June 2014
  41. 41. VOICE SEARCH via: Google Goes All-In With “OK, Google” Hands- Free Search OK, Google…
  42. 42. PREDICTIVE & ASSISTED SEARCH via: Google Now - When Google Searches Before You Think To
  43. 43. PREDICTIVE & ASSISTED SEARCH via: Cortana, Microsoft’s Predictive Search Challenger To Google Now & Siri
  44. 44. THE NEXT SEO FRONTIER via: Erynn Petersen, June 2014
  45. 45. SEARCH & SOCIAL
  46. 46. FACEBOOK GRAPH SEARCH via: Zuck Says FB Search Is A Multiyear Voyage 1+ BILLION SEARCHES DAILY “I think there’s more than a trillion posts, which some of the search engineers on the team like to remind me is bigger than any web search corpus that’s out there.”
  47. 47. SOCIAL SEARCH TRENDS via:
  48. 48. #OPTIMIZATION OPPORTUNITY via: Your Guide To All Things Hashtag Analytics & Optimization
  49. 49. TWITTER CARDS via: How Adobe Used Twitter Lead Gen Cards To Drive Enrollments For A Brand New Online College
  50. 50. IF YOU MUST BE A CONTENT MARKETER…
  51. 51. STOP DOING THESE THINGS RIGHT NOW #1 TIP: DON’T be this guy
  52. 52. #1 - don’t be this guy… CUT IT OUT WITH THE BAD GUEST BLOGGING REQUESTS!
  53. 53. STOP THE AWFUL LINK BUILDING SERVICES & REQUESTS
  54. 54. GO FOR GOLD, OR GO HOME
  55. 55. BE A BETTER SEARCH MARKETER
  56. 56. MAKE USE OF SEARCHER PERSONAS via: What SEOs Need To Know About Personas BUCKET SEARCH TRAFFIC FUNNEL TO TARGET CONTENT CONVERT
  57. 57. via: Marin, April 2014 LEVERAGE MULTI-CHANNEL ASSETS Integrated Search & Social Ads DOUBLE Conversion Rates & Lift Revenue Rates 26%
  58. 58. BECOME A BRAND/AUTHORITY video+slideshow: The Future of A Brand
  59. 59. BIGGEST SEARCH STORY OF THE YEAR SO FAR?

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