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Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar
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Best Practices and Trends for Online Marketing in 2013 - SEO.com Webinar

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On Feb 27, 2013 SEO.com held a webinar titled "Best Practices and Trends for Online Marketing in 2013" This is the slide deck from the webinar

On Feb 27, 2013 SEO.com held a webinar titled "Best Practices and Trends for Online Marketing in 2013" This is the slide deck from the webinar

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  • 1. DARIN “DOC” BERNTSONSENIOR COMMUNITY MANAGER
  • 2. WE‟RE RECORDINGTODAY‟S PRESENTATION SO SIT BACK AND ENJOY THE WEBINAR
  • 3. JOIN THE CONVERSTAION • Tweet Questions to @SEOCOM • Use #SEOTrends Hashtag • Or Use The Webinar Q&A Best Questions / Comments May Earn You a SEO.com Bag O‟ Swag!
  • 4. SPECIAL GUEST PRESENTER ELISABETH OSMELOSKI EXECUTIVE FEATURES EDITOR
  • 5. Organic SEO & Social Search
  • 6. SEO still greatly misunderstood in „the realworld‟ – only reference for it is “spam” orbad tactics, not solid best practices andsustainable marketing strategies. SEO fundamentally means understanding: • How people search • Where people search • What to do to make your site/product appear in search listings
  • 7. SEO & The Informed Webmaster
  • 8. Webmaster Tools from Bing &Google telling us more than ever…Google sends approximately “hundreds ofthousands” of messages each month towebmasters. - Matt Cutts, February 2013 • 90% of those messages are black hat related • 4% are notifications of content that have little or no value add • 3% are hacking notifications • 2% are about link buying • 1% are about link selling
  • 9. Schema & Structured Data
  • 10. Structured Markup helps users findanswers quicklySearch engines want to give direct,correct answers Google‟s WYSIWYG Data Highlighting / Tag Tool: Useful for event calendars
  • 11. Google‟s Knowledge Graphseeks to provide directanswers… … but Google doesn‟t “know” anything it doesn‟t learn from the Web
  • 12. Social Search – Google+ YOU?
  • 13. Source: Google+ Hits 135mm “In Stream” users
  • 14. Social Search – Facebook Graph Search
  • 15. • Facebook Graph Searchseeks to mirror ourbehaviors, to index personalpreferences, make ourminds searchable• Social signals are moredemocratic than links asvotes• Likes ARE votes withinFacebook’s Graph Search
  • 16. Do your friends & family really know best? Search + Social = Discovery
  • 17. Content Marketing:It‟s Not New Or Shiny
  • 18. History of Content Marketing Content Marketing InstituteIf your business hasn‟t been creating “content” allalong, what have you been doing?•Print/Digital catalogs•Product packaging•Whitepapers•Video content•Audio content•Presentation decks•PDF brochures•Press releases•Guest articles•Expert interviews•Mobile apps•Mobile games•Reviews & Testimonials
  • 19. Content Marketing = Regifting Re-packaging content for specific audiences: • Website pages • Blog posts • Tweets • Facebook Status updates • Other social profiles/activities • Coupons & deal creation • Photos • Illustrations / Visuals • Infographics
  • 20. Content Promotion, PR & LinksPackage Delivery System: • Social Media Shares • Traditional Media • Integrated PR • Establish Authority • Engage Community
  • 21. Authorship + Authority
  • 22. Publishers Need To Be Better Marketers
  • 23. Measure content reach, performance through a variety of lenses.
  • 24. Publishers Need To Produce Best Content
  • 25. source: Google Panda Two Years Later: Losers Still Losing & One Real Recovery
  • 26. Publishers Need To Be Better At SEO
  • 27. MotorTrend recovers from being Panda-lized,Business.com has mixed results source: Google Panda Two Years Later: Losers Still Losing & One Real Recovery
  • 28. Search & Display Advertising Typical Search Retargeting Strategies • Current PPC keyword list (usually covers all product and category terms) • Head terms that have been optimized out of general campaigns because of CPC • SEO “wishlist” keyword terms • Competitor brand and product terms
  • 29. Facebook Exchange (FBX) • Real Time Bidding (RTB) • FBX potentially adds 25% to the real-time media inventory available • Quality of user match • Recency • Look-a-likes & search-a- likes
  • 30. Facebook Custom AudiencesDirect User Match Targeted Creative• FB ID • Promote content• Email address • Custom offers –• Phone Number demographic, interests• 50-95% match rates • Mobile targeting Facebook‟s most powerful marketing tool? Targeted repeat customers with offers for Aria, Luxor, MGM Grand and Mirage hotels. Reportedly saw a 5X return on ad spend
  • 31. Earned & Paid Social MediaCommunity Counts • Who‟s paying for followers & fans?Prioritizing Platforms • Oreo‟s triple dip: • Instagram • Twitter • Facebook
  • 32. Local SearchGoogle+ Local = • 25% of Yelp‟s local ads were shown on mobile devices • Yelp mobile app was used on ~9.2mm mobile devices / mo. avg • Over 36mm reviews, 100mm monthly unique users • Active local biz accounts grew 68% YOY to almost 40K total • 61% of photos uploaded via mobile • 46% of total Yelp search query volume via mobile devices - source: MarketingLand.com
  • 33. Google+ Places
  • 34. Mobile Marketing •Searching everywhere, 24/7 • Showrooming • Do Tablets = Desktop? • Mobile still is unique • Abandonment an issue • Apps, voice searching a factor
  • 35. Check-in Here, Not There? • 18% of U.S. smartphone owners are using geosocial services to check in to certain places and share their location with friends, up from 12% in 2011. (Pew Research Center Internet & American Life Project, May 2012) FTC Has Mobile Privacy Concerns • Do Not Track? • Recommendations for • platforms/providers • app developers • ad networks
  • 36. Mobile Marketing Device & OS Wars
  • 37. Mobile SEO Native Apps –Do You Need One? • If small screens (smartphones) used more… • is there volume of queries? • What‟s the goal? • mobile keyword research tips • A phone call? • A purchase? • A walk-in customer?
  • 38. Converting Clicks to Customers
  • 39. Conversion Begins At Targeting • Where did you find your users? Testing & Tuning • Optimize Conv. Rate! Loyalty Marketing• the CIO will become more actively involved with the CMO in all Resurgencemarketing automation decisions that have cross-functional implications•automation outlay could approach 10% of marketings discretionary • Once you have them, don‟tbudget in 2013, with 2/3 of total outlay coming from marketing and one- let go!third coming from IT; for "best practice" organizations, this will shift to50:50 by 2014- IDC Chief Marketing Officer predictions for 2013
  • 40. Measuring Real ResultsPrivacy Issues Raise Eyebrowsfor digital marketers, it means:  Might not know how customers found you  Might not know if customers are new  Might not know where customers have been  Might have less ability to target  inherent targeting through keywords remains  Might have less ability to track conversions
  • 41. Life in a Not Provided World • Will it ever reach 100%? • Can We Get This Data Back?
  • 42. 3 Things To Watch Closely 1. Bing Search Growth? 2. Rise of FB Graph Search: • Entertainment – Movies, TV & Music • Restaurants • Travel – hotels & activities 3. Mobile Search Behaviors
  • 43. THANK YOU ELISABETH OSMELOSKIEXECUTIVE FEATURES EDITORFollow @elisabethos on Twitter
  • 44. DOWNLOAD OUR LATEST EBOOK FOR FREE! http://bit.ly/Pinterest10stepLearn how to drive traffic to your Website and increase sales Through Pinterest marketing
  • 45. We Will Be Discussing OUR NEXT Google+ WEBINAR Registration Details Coming Soon March 21, 201311AM MST / 1PM EST Special Guest Tim Moore CEO at CrushIQ
  • 46. GET YOUR FREE INSTANT WEBSITE REPORT AT SEO.COM
  • 47. THANK YOU FOR ATTENDING Any questions or comments please connect: doc@seo.com @iGoByDochttp://www.linkedin.com/in/igobydoc/ @SEOcom

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