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2014 State of Search Marketing Charlotte NC - Search Exchange
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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. …

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

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  • 1. BIGGEST SEARCH STORY OF THE YEAR SO FAR? The State of Search #SearchEx Elisabeth Osmeloski // @elisabethos
  • 2. BIGGEST SEARCH STORY OF THE YEAR SO FAR?
  • 3. GOOGLE MOVES PIXELS IN LOGO story: Google's Logo Moves Some Pixels Around
  • 4. CAPTURING AN AUDIENCE where are you finding your most valuable fans?
  • 5. CAPTURING AN AUDIENCE ...in a digital world, all marketers are in audience development
  • 6. AUDIENCE DEV & CONTENT MARKETING go together like a…
  • 7. CONTENT MARKETING ISN’T NEW… The History of Content Marketing // Content Marketing Institute, 2012
  • 8. …THE CHANNELS HAVE JUST CHANGED
  • 9. WHERE TO FIND PROSPECTIVE AUDIENCES via: Conductor, April 2014
  • 10. MOST EFFECTIVE MARKETING CHANNELS via: Conductor, April 2014
  • 11. ORGANIC SEARCH
  • 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. IS SEO DEAD? video+slideshow: Marshall Simmonds, June 2014
  • 14. WHY SEO STILL MATTERS via: Marshall Simmonds, June 2014 Google is the IRS, SEO’s are the accountants
  • 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. 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. ENTITY & SEMANTIC SEARCH
  • 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. STRUCTURED DATA & MARKUP Source: http://music.disney.com/radio-disney-music-awards via: How To Enhance Results With Structured Data & Markup
  • 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. via: How To Enhance Results With Structured Data & Markup SCHEMA.ORG EVENT MARKUP EXAMPLE
  • 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. GROWTH OF QUICK/DIRECT ANSWERS Read: Tweet Showing How Google Itself Is A “Scraper Site” Goes Massively Viral
  • 24. GROWTH OF QUICK/DIRECT ANSWERS Read: Tweet Showing How Google Itself Is A “Scraper Site” Goes Massively Viral
  • 25. GROWTH OF QUICK/DIRECT ANSWERS Read: Google’s Knowledge Graph Is Showing Step By Step Instructions
  • 26. KNOWLEDGE GRAPH read more: Google's Knowledge Graph
  • 27. KNOWLEDGE GRAPH read more: Google's Knowledge Graph
  • 28. KNOWLEDGE GRAPH read more: Google's Knowledge Graph
  • 29. IS BING BETTER? read more: Bing's Snapshot Panels
  • 30. IS BING BETTER? read more: Bing's Snapshot Panels
  • 31. IS BING BETTER? read more: Bing's Snapshot Panels
  • 32. 30-DAY CHALLENGE: BING IT ON
  • 33. LOCAL SEARCH via: Google Local Carousel Spinning Out Of Control What Matters?
  • 34. LOCAL SEARCH read more about: Bing Maps & Local
  • 35. WILL GOOGLE+ SURVIVE? via: Google+ Will Not Die But May Change
  • 36. BUT… AUTHORSHIP IS DEAD via: Google Giveth & Google Taketh Away Author Icons
  • 37. MOBILE SEARCH
  • 38. MOBILE SEO via: Mobile SEO Best Practices
  • 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. THE NEXT SEO FRONTIER? via: Kerry Dean, SMX Advanced June 2014
  • 41. VOICE SEARCH via: Google Goes All-In With “OK, Google” Hands- Free Search OK, Google…
  • 42. PREDICTIVE & ASSISTED SEARCH via: Google Now - When Google Searches Before You Think To
  • 43. PREDICTIVE & ASSISTED SEARCH via: Cortana, Microsoft’s Predictive Search Challenger To Google Now & Siri
  • 44. THE NEXT SEO FRONTIER via: Erynn Petersen, June 2014
  • 45. SEARCH & SOCIAL
  • 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. SOCIAL SEARCH TRENDS via:
  • 48. #OPTIMIZATION OPPORTUNITY via: Your Guide To All Things Hashtag Analytics & Optimization
  • 49. TWITTER CARDS via: How Adobe Used Twitter Lead Gen Cards To Drive Enrollments For A Brand New Online College
  • 50. IF YOU MUST BE A CONTENT MARKETER…
  • 51. STOP DOING THESE THINGS RIGHT NOW #1 TIP: DON’T be this guy
  • 52. #1 - don’t be this guy… CUT IT OUT WITH THE BAD GUEST BLOGGING REQUESTS!
  • 53. STOP THE AWFUL LINK BUILDING SERVICES & REQUESTS
  • 54. GO FOR GOLD, OR GO HOME
  • 55. BE A BETTER SEARCH MARKETER
  • 56. MAKE USE OF SEARCHER PERSONAS via: What SEOs Need To Know About Personas BUCKET SEARCH TRAFFIC FUNNEL TO TARGET CONTENT CONVERT
  • 57. via: Marin, April 2014 LEVERAGE MULTI-CHANNEL ASSETS Integrated Search & Social Ads DOUBLE Conversion Rates & Lift Revenue Rates 26%
  • 58. BECOME A BRAND/AUTHORITY video+slideshow: The Future of A Brand
  • 59. BIGGEST SEARCH STORY OF THE YEAR SO FAR?